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4986Fwd: Press Release - Sherlock Holmes – India’s f avourite date across women and men, says Tata Literature Liv e! Survey 2015

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  • Prajakta Hebbar
    Nov 25, 2015
      Prajakta Hebbar
      News Producer
      The Huffington Post

      (M) 095 45 107354
      https://twitter.com/imsopraj
      imsopraj.tumblr.com


      ---------- Forwarded message ----------
      From: "Chakravorty, Sonali" <Sonali.Chakravorty@...>
      Date: 25 Nov 2015 2:36 pm
      Subject: Press Release - Sherlock Holmes – India’s favourite date across
      women and men, says Tata Literature Live! Survey 2015
      To: "Chakravorty, Sonali" <Sonali.Chakravorty@...>
      Cc:





      *Sherlock Holmes – India’s favourite date across women and men, says Tata
      Literature Live! Survey 2015*



      *Mumbai, November 25, 2015: **'There is nothing like first-hand evidence’*
      believed legendary detective *Sherlock Holmes. *Voted as the most
      desirable fictional character in the * Tata Literature Live! Survey
      2015*, his words
      come to life with the plentiful facts revealed in this nationwide survey.

      Designed to understand the preferences, habits and quirks of the Indian
      reader, the survey – now an annual property of *Tata Literature Live! The
      Mumbai LitFest* – observed interesting patterns based on the responses
      from *2414
      literary enthusiasts* across the country.

      Though India has the third largest internet-using population[1]
      <#1513de4e6319b96d__ftn1> in the world today, physical books have scored
      over online versions in terms of popularity as per the survey
      findings. *Majority
      respondents at 82.28% still prefer to read printed books over e-books*.

      In the never-ending desi v/s videsi debate, *55.72% respondents favour
      international authors*. However, our Indian counterparts are not far behind
      with 44.28% respondents preferring to read them. *Men, however, appear more
      patriotic – of the 1026 respondents that prefer Indian authors, 78% are men
      and 22% are women.*

      German literary legend Franz Kafka once pointed out, “A book must be the
      axe for the frozen sea within us”. So, what form of literature is thawing
      the hearts of Indian readers? *Novels win hands down with 62.65%
      respondents choosing it as their favourite form of literature followed by
      short stories (28.26%), essays (4.72%), poetry (2.84%) and plays (1.54%).*

      So where does all this reading happen? *81.02% respondents say the bed or
      the couch is their favourite spot for reading a book*.

      Reading a book nurtures your soul, but reading a book with the right kind
      of accompaniment heightens the pleasure. *Not surprising then, that
      tea/coffee is the best companion for about 47.34% avid readers compared to
      munching on crisps/nuts (31.32%), listening to music (15.61%) and sipping a
      glass of wine (5.73%).* Of the respondents that picked wine as their best
      accompaniment to a book, majority lie in the age group of 26-35 at 51.22%.

      We saved the best for the last like the climax of your favourite mystery
      novel – Who is India’s date fantasy? The legacy of Sherlock Holmes lives on
      as confirmed by the survey, *with majority respondents (38.46%) voting the
      detective as their most desirable fictional character*. Majority *female
      respondents* wish to date Holmes (53.14%) followed by Rhett Butler (21.99%)
      of Gone with the Wind. *Elizabeth Bennet of Pride and Prejudice was voted
      by most men (30.98%) as the fictional character they would like to date*.
      As an audience often drawn to fantasy and adventure in their choices of
      entertainment, it is no surprise that Game of Thrones protagonists Jon Snow
      and Daenerys Targaryen emerged favourites especially with the millennial
      segment (20-25 & 26-35).

      *About Tata Literature Live! The Mumbai LitFest 2015:*



      One of India's most important literary festivals, *Tata Literature Live!
      The Mumbai LitFest, *marked the city’s cultural calendar from *29th October
      to 1st November, 2015*. Over four days, the festival took place at *two
      venues* – *National Centre for the Performing Arts (NCPA) *and * Prithvi
      Theatre *– bringing together an eclectic mix of over 120 authors from
      around the world.

      *About Tata Literature Live! Survey 2015:*



      The survey is an exclusive study by Tata Literature Live! The Mumbai
      LitFest on Indian reading habits. Conducted in October 2015, the survey,
      now in its second year, took a close look at the evolving landscape of
      literature in India – preferences, relevance and consumption, across
      demographics. The research was conducted online, accumulating responses
      from 2414 individuals across the country.



      *For more details about the recently concluded Tata Literature Live! The
      Mumbai LitFest, please visit:*

      · The festival website: www.tatalitlive.in

      · Facebook: https://www.facebook.com/TataLitLive

      · Twitter: https://twitter.com/TataLitLive



      The Tata group is the title sponsor of Tata Literature Live! The Mumbai
      LitFest and Landmark is the book store partner.



      The festival is conceived by Anil Dharker, the Founder and Director of
      Literature Live! which organises the festival with the support of the Tata
      group.





      *About the Tata group: *

      Founded by Jamsetji Tata in 1868, the Tata group is a global enterprise,
      headquartered in India, comprising over 100 independent operating
      companies. The group operates in more than 100 countries across six
      continents, with a mission ‘*To improve the quality of life of the
      communities we serve globally, through long-term stakeholder value creation
      based on Leadership with Trust*’. Tata Sons is the principal investment
      holding company and promoter of Tata companies. Sixty-six percent of the
      equity share capital of Tata Sons is held by philanthropic trusts, which
      support education, health, livelihood generation and art and culture. In
      2014-15, the revenue of Tata companies, taken together, was $108.78
      billion. These companies collectively employ over 600,000 people. Each Tata
      company or enterprise operates independently under the guidance and
      supervision of its own board of directors and shareholders. There are 30
      publicly-listed Tata enterprises with a combined market capitalisation of
      about $134 billion (as on 31st March 2015). Tata companies with significant
      scale include Tata Steel, Tata Motors, Tata Consultancy Services, Tata
      Power, Tata Chemicals, Tata Global Beverages, Tata Teleservices, Titan,
      Tata Communications and Indian Hotels. (www.tata.com)





      *About Literature Live!*

      *Literature Live!* is dedicated to celebrating the written word in all its
      glorious forms. From book launches, thought-provoking talks, literary
      evenings and author interactions to performances, book swaps, fiction and
      haiku contests, it offers Mumbai a chance to participate in the many joys
      of literature. It also organises *Tata Literature Live! The Mumbai LitFest*,
      Mumbai's premier international literary festival. Now gearing up for
      its 6thedition
      from October 29thto November 1st2015. Tata Literature Live! The Mumbai
      International LitFest has become immensely popular because it looks at
      literature in a way that complements the spirit of Mumbai: energetic,
      cosmopolitan and all-inclusive. Over 120 writers, thinkers and performers
      from all over the world are expected to participate during its many events
      this year at the National Centre for Performing Arts and the Prithvi
      Theatre.



      *For media queries, please contact: *



      *Tata Sons
      Rediffusion/Edelman *

      *Sarika Kapoor Chokshi/Arushi Agrawal Janice Goveas/Avanti
      Shirname*

      skchokshi@.../arushiagrawal@...
      Janice.goveas@.../avanti.shirname@...

      022-66657891/022-66657564, 09223582043 7045793597/7506057764



      *~Ends~*



      *Sonali Chakravorty*| Account Manager | Edelman India
      Vatika Triangle, 6th Floor, Sushant Lok - 1, Block A, Gurgaon, Haryana 122
      002, India

      M: +91 991181 3131 | E: Sonali.Chakravorty@...



      <http://www.edelman.com/>

      <https://www.facebook.com/edelmanindia>

      <https://twitter.com/Edelman_India>

      <http://www.edelman.com/conversations/6-a-m/>



      Daniel J. Edelman India Group







      ------------------------------

      [1] <#1513de4e6319b96d__ftnref1>
      http://www.internetlivestats.com/internet-users-by-country/


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