Q: Can you tell us about the origin of Karadi Tales? What is the core thought behind it?
Karadi Tales started with a simple idea—bringing Indian stories to children in an audio format, stories that are rooted in our culture and traditions. Back in 1996, there were plenty of books for kids, but there were no audiobooks, certainly none that reflected Indian narratives, voices and music. We saw an opportunity to change that by combining storytelling with sound, rhythm, and art, making it an immersive experience. Our core thought has always been that stories should be accessible, entertaining, and deeply connected to the world they come from.
Plus, the founders were all (barring me) classical musicians themselves – people who knew the value of music in a child’s life. In fact, it was them, the three brothers – Viswanath, Narayan and Sriram along with his violin (3 Brothers & A Violin) that has composed almost all the music for Karadi Tales.
Q: Storytelling through music is a fascinating way to unravel the ancient art of storytelling, and you have done wonderfully well in the arena. What are some of the basics you have persisted with over the years to emerge successful?
We’ve always believed that storytelling is more than just words on a page—it’s a sensory experience. From the very beginning, we focused on three key elements: a strong narrative, evocative music, and expressive voice acting.
- Authenticity – We draw from Indian folk traditions, classical ragas, and storytelling styles that are deeply rooted in our heritage.
- High-quality production – We work with renowned musicians, voice artists, and writers to ensure that every story sounds and feels rich.
- Engagement – Our goal is to keep children hooked, whether through rhythm, rhyme, or humour.
These basics have remained unchanged, helping us connect with audiences over the years.
Q: The Karadi Tales audiobooks have altered the format of the staid, bland narrative by adding raga-based musical compositions to the mix. Please elaborate on how this differentiates you from other market players.
The music and soundscape of our audiobooks is created not with just a lot of thought but to make it a complete sensorial experience for the listener. Our use of raga-based compositions sets us apart because it’s not just background music—it’s an integral part of the storytelling. The mood of the story is shaped by the raga, enhancing the emotions and pacing of the narrative.
Unlike other audiobooks that may rely on simple narration with occasional sound effects, our productions feel more like immersive theatre for the ears. With legendary artists like Usha Uthup, Naseeruddin Shah, Girish Karnad, Saeed Jaffrey, and Gulzar lending their voices, combined with stunning musical arrangements, our audiobooks create an experience that is as much about the music as it is about the story.
Q: Integrating music into the narrative must be a truly unique process. How do you go about it?
We don’t just add music after the story is written—the two are developed together. We work closely with composers and musicians to find the right soundscape for each tale.
- We start by understanding the tone of the story. Is it playful? Poignant? Adventurous?
- Based on this, we choose ragas or musical styles that complement the mood.
- The narration is then layered with the music, ensuring that the rhythm and pacing feel natural.
It’s a bit like composing a film score, but for a picture book!
Q: How do you choose which story to use as a rhyme and set to tune?
All our audio stories have songs in them. It’s really like a Bollywood film which has situational songs to keep the listener entertained. Some stories just ask to be told in rhyme! If a tale has a rhythmic structure, a repeating pattern, or a lyrical quality, it naturally lends itself to being set to music.
We also consider how a rhyme scheme can enhance the storytelling. Sometimes, a folktale might work beautifully as a sing-song narration, while at other times, a simple melody can make a story more engaging for younger listeners. It’s always about finding the perfect match between the narrative and the musical style.
Q: Karadi Tales books have been translated into multiple languages. How do you ensure that the essence of the original story is retained?
Translation is an art! We don’t just do a word-for-word swap—we work with skilled translators who understand both language and storytelling.
We focus on:
- Cultural nuance – Some phrases or idioms may not translate directly, so we adapt while keeping the story’s spirit intact.
- Rhythm and readability – If a story is in rhyme, we ensure that the translated version flows just as smoothly.
- Emotional impact – The heart of the story should remain unchanged, regardless of the language.
This way, whether a child is reading our books in English, Hindi, Tamil, or any other language, they still get the same magical experience.
Q: How has the publishing industry changed since you first started, and how has Karadi Tales adapted?
The industry has evolved tremendously! When we started, Indian children’s publishing was still finding its footing. Today, there’s more awareness, better distribution, and a growing appetite for diverse stories.
We’ve adapted in several ways:
- Going digital – Our audiobooks and stories are now available on streaming platforms.
- Expanding formats – We have picture books, board books, and chapter books for older readers, we’ve broadened our offerings.
- Global reach – Our stories are now available internationally, introducing Indian storytelling traditions to the world.
At the same time, we’ve stayed true to our core—telling meaningful stories in engaging ways.
Q: What have been some of the biggest challenges in bringing Karadi Tales to life?
There have been plenty! In the early days, one of the biggest hurdles was distribution—getting bookstores to stock audiobooks wasn’t easy. We also faced scepticism about whether audiobooks would work in India.
Another challenge has been balancing creativity with commercial viability. Publishing is a business, but at the heart of it, we’re storytellers. We’ve had to constantly innovate while staying true to our vision.
That said, every challenge has been a learning experience, and the love we receive from our readers makes it all worthwhile!
Q: What are some of your favourite moments from the Karadi Tales journey?
Oh, there are so many! Seeing children react to our stories is always special. One unforgettable moment was when we first heard Naseeruddin Shah narrate The Blue Jackal —his voice brought the story to life in a way we had only imagined.
Another highlight was when we introduced Karadi the Bear as our mascot. Seeing kids connect with him, hug him at book fairs, and call out his name was heartwarming!
And of course, every time a parent tells us that their child’s first book was a Karadi Tale—it reminds us why we do what we do.
Q: What’s next for Karadi Tales? Any exciting new projects?
Always! We’re constantly working on new books, audiobooks, and digital experiences. We’re also expanding into animation and interactive storytelling, finding fresh ways to bring our tales to life.
Plus, we have some exciting collaborations with international publishers, so our musical audio books can reach even more readers across the world. Stay tuned!
Q: Noted poet Gulzar has written lyrics, narrated, and voiced audiobooks for you. How was the experience?
Working with Gulzar saab has been an absolute privilege. His deep understanding of language, poetry, and storytelling brought a unique depth to our musical audiobooks. Whether it was his transcreation of our English stories to Hindustani, or penning lyrics for the songs in the stories or lending his distinctive voice to our narrations, he infused each project with emotion and nuance. His ability to create magic with words is unparalleled, and his involvement elevated our stories to a whole new level. Collaborating with him was not just a creative experience but also an inspiring one, as his passion for literature and music resonated deeply with our ethos at Karadi Tales.
Q: What are some of the promotional strategies you adopt at Karadi Tales?
At Karadi Tales, our promotions are built around engagement and storytelling. We focus on:
- School and Library Outreach – Conducting storytelling sessions, workshops, and author interactions to introduce children to our books.
- Digital Marketing – Leveraging social media, influencer collaborations, and targeted campaigns to reach a wider audience.
- Retail and Partnerships – Tying up with bookstores, online platforms, and educational institutions to ensure our books reach the right readers.
- Festivals and Events – Participating in book fairs, literature festivals, and storytelling events to showcase our work.
- Audiovisual and Merchandise Extensions – Creating engaging content like animated videos, audiobooks, and allied products to expand our reach beyond traditional publishing.
Q: How has Karadi Tales adapted to the era of digital streaming?
Karadi Tales has embraced digital streaming in multiple ways to keep up with evolving reader habits. Our musical audiobooks and other musical content are available on platforms like Audible, Spotify, and YouTube, making them easily accessible to a global audience. We have also ventured into digital storytelling through animated adaptations of our books, enhancing the experience for young readers. Additionally, we continue to explore interactive formats, such as apps and e-books, to ensure that our stories remain engaging and relevant in the digital age.
Q: How different is the art of composing music for an audiobook compared to a regular musical work?
Composing music for an audiobook is a delicate process that requires a different approach from a standalone musical composition. In an audiobook, the music serves as an enhancement to the narration, helping to set the mood, pace, and emotions of the story without overpowering the voice. Unlike a traditional song, which stands alone, audiobook music needs to be subtle, weaving in and out seamlessly to complement the spoken word. It must create an immersive soundscape while ensuring that the listener remains focused on the story. This balance is crucial in creating a memorable listening experience.
Q: What is the expanse of your market, and how do you look at expanding your core audience?
Karadi Tales has a strong presence in India and a growing international footprint, especially in markets where there is an interest in diverse storytelling. Our books and audiobooks are available in major bookstores, online marketplaces, and libraries across various countries. We are continuously looking at expanding our reach through:
- Language Editions – Translating our books into more Indian and international languages.
- Digital Platforms – Strengthening our presence on streaming and audiobook platforms.
- Educational Collaborations – Over the years, Karadi Tales has reached readers across India and beyond, but its greatest expansion has come through Karadi Path, which has taken its stories into thousands of classrooms in India. While Karadi Tales’ books have always found a place in homes and libraries, Karadi Path’s language learning programs have introduced them to a much larger audience in schools. Designed to help children learn English in a natural, immersive way, Karadi Path incorporates storytelling, music, and visual narratives, making Karadi Tales books an integral part of the learning experience. As a result, Karadi Tales’ reach has grown exponentially—not just among individual readers, but within structured educational settings where thousands of students engage with these books daily. Schools across India, from metros to remote villages, now use Karadi Tales as a tool for language acquisition, embedding them in foundational literacy programs. This partnership has not only expanded Karadi Tales’ footprint but has also reshaped the way English is taught in classrooms, proving that stories can be both entertaining and powerful educational tools. Through Karadi Path, Karadi Tales has transformed from a beloved publisher into a significant force in language learning, impacting students on a massive scale.
- Global Distribution – Exploring partnerships to make our stories available in new geographies.
By continuing to innovate while staying true to our storytelling roots, we aim to connect with an even broader audience.
Q: What roles do price and subscription models play in the overall scheme of things of your revenue model?
Price and subscription models are key elements of our revenue strategy, helping us balance accessibility with sustainability. While physical books and audiobooks generate revenue through direct sales, digital platforms provide opportunities for recurring income via subscriptions. With the rise of streaming and educational platforms, subscription-based access to Karadi Tales content ensures a steady revenue stream while expanding our audience. However, we also maintain a price-sensitive approach to ensure affordability for schools, libraries, and individual consumers.
Q: Can you explain the challenges you face and/or the advantages you have with the advent of AI?
AI presents both challenges and opportunities for Karadi Tales. On the positive side, AI-driven tools can enhance content creation, personalization, and distribution. For example, AI-powered narration, translation, and recommendation engines can help us reach a broader, more diverse audience. Additionally, AI-assisted analytics provide insights into customer preferences, allowing us to refine our offerings.
However, challenges include maintaining the authenticity of storytelling, ensuring ethical AI use in creative processes, and navigating the potential threat of AI-generated content competing with human-created works. The human touch, particularly in storytelling, remains our key differentiator, and we are focused on integrating AI thoughtfully without compromising the soul of our narratives.
Q: What changes have you seen in the listening pattern of your audience over the years?
Over the years, we’ve observed several shifts in listening habits:
- From CDs to Digital Streaming: Earlier, audiobooks were consumed through physical formats like CDs. Now, streaming and app-based listening dominate.
- Increased Screen-Free Audio Consumption: With concerns over screen time, parents and educators are increasingly looking for immersive audio storytelling as an alternative to video content.
- Shorter Attention Spans: While our classic long-form storytelling still has a dedicated audience, there is a growing demand for shorter, episodic audio experiences.
- Global Reach & Diverse Language Preferences: Digital accessibility has allowed our audiobooks to reach international audiences, with a demand for multilingual versions.
- Interactive & Smart Speaker Usage: The rise of AI-powered assistants like Alexa and Google Home has introduced a new way for children to engage with our stories.
Q: As a pioneer in the market, where do you see Karadi Tales in the next few years and what do you see as the immediate opportunities you envision available?
In the next few years, Karadi Tales aims to expand its impact through:
- Stronger Digital & International Presence: Leveraging digital platforms to take our content to global markets.
- AI & Interactive Storytelling: Exploring AI-driven engagement, like personalized audio experiences and interactive storytelling on smart devices.
- Expanding Educational Partnerships: Strengthening ties with schools and educational institutions, particularly through Karadi Path, to integrate our stories into language learning curricula.
- Diversifying Formats: Exploring newer storytelling mediums, including graphic novels, immersive audiobooks, and augmented reality (AR) experiences.
- Strengthening Brand Collaborations: Partnering with streaming services, OTT platforms, and publishing houses to extend our reach.
Immediate opportunities include capitalizing on the growing interest in high-quality regional and culturally rooted content, as well as catering to the rising demand for inclusive and diverse children’s literature. By staying true to our ethos while embracing technological advancements, Karadi Tales can continue to be a trailblazer in children’s storytelling.