Hindu mythology book covers: Where design meets devotion

Reflecting societal shifts & modern marketing trends

Due to market demands and creative design approaches, Hindu mythology book covers change with society, fusing tradition and contemporary aesthetics, as demonstrated by illustrators' creations.

Designing book covers, particularly in the context of books of Hindu mythology, has developed into a potent mirror reflecting both societal changes and changing marketing strategies in the dynamic world of Indian publishing.

Advances in printing technology, shifting reader sensibilities and the need to stand out in a crowded market are all influencing the covers that house these stories as they are given new life in modern retellings of ancient tales.

The famous style of late Raja Ravi Varma, a noted Indian painter and artist of late 19^th century, whose elaborate, lifelike depictions of gods and goddesses have shaped the visual imagination of Indian myth for more than a century, has long been a major influence on book covers about Hindu mythology. For many years, publishers keen to arouse feelings of authenticity and reverence have adopted this style, which is characterised by elaborate borders, vibrant colours and divine figures in classical poses.

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Harshad Marathe, a Delhi-based freelance illustrator and book cover designer, notes that this approach has grown stagnant. “Depictions of Indian mythology take too much inspiration from Raja Ravi Varma-style art. A radical reimagining of aesthetics is necessary because the genre has badly stagnated, both visually and thematically. I like to lean on history and historical artefacts rather than past depictions of mythological characters. I also like the idea of drastically reimagining aesthetics and staying away from stale ideas,” Marathe tells India & You.

However, over the years the drive for innovation has become more apparent. In an effort to evoke the mood or themes of a book, designers are experimenting with pop-art influences, abstract motifs and minimalism in addition to literal representations. Instead of depending only on direct depictions of deities, covers now frequently employ symbolic elements to convey spiritual essence and devotion, such as a meditative Hanuman in orange-red hues of vermillion applied by married Hindu women, or celestial halos surrounding distant figures.

Book covers’ evolving aesthetics are also a reaction to larger cultural trends. Readers of today, particularly younger audiences, are searching for stories that speak to current issues such as gender, identity and power. This is evident in the covers, which increasingly feature bold typography, contemporary design elements and even feminist imagery.

Book covers now have to compete on a global scale due to the growth of social media and online booksellers. The first, and occasionally the only, chance to capture a reader’s interest is the cover. Because of this, publishers are spending money on tactile finishes like spot UV coatings and metallic foils, as well as eye-catching colour schemes that stand out on shelves and screens alike.

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“Book covers in physical stores had to only fight for attention so much, but now, the internet is the biggest bookshop. They might need to stand out a little more,” says Marathe.

“My design process is gradual. It involves understanding the content that I am representing. To do this, I read parts of the manuscript, based on suggestions by the client. I also speak to the client and the author to get a sense of what they are looking for. After gathering references and doing my own research, I make sketches. When a sketch is approved, I take it ahead,” Marathe adds.

From covers for the Tales of Wit and Wisdom (2021) series, which includes Vikram Vetal and Vikramaditya’s Throne, to S L Bhyrappa’s Uttara Kaanda (2020), the final volume of the Ramayana published by Westland Books, Marathe’s portfolio covers a wide variety of genres.

“Usually the project dictates this. Sometimes, after having absorbed the essence of a project, it automatically creates visuals and ideas in my mind. I try to put those out and see if they work. There is a lot of back-and-forth collaboration with the client as well,” Marathe adds.

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Hindu mythology book covers are changing from formulaic tradition to dynamic experimentation as India’s publishing industry becomes more advanced. Today, these covers act as both strategic marketing tools in a highly competitive market and cultural barometers, reflecting the values, aspirations, and anxieties of their era. As a result, ancient stories now have a new visual language that respects the past while fearlessly embracing the future.