Spread over an area of 4,000 sq feet, it contains around four million titles in database for readers of all types. Fountainhead is touted as South Asia's largest leisure store, and the collection there includes writers from Shakespeare to Kotler. High-brow it may be, but it does not bar Mills & Boon from sitting on its shelves either. Harkin Chatlani, founder of the largest book distribution company, IBD, says there is a need to promote the reading habit. "I intend to give it an impetus by having Fountainhead cater to people from all walks of life. We want to be known as a complete family bookstore." Efficient service, a fully networked system, and well-trained staff is what he promises readers will get when the bookstore opens to them today.

The interiors have been designed in keeping with the Feng Shui system. The store is proud host to India's only interactive kiosk, whichmakes it easy for the customer to get any book he wants. Also, the racks are designed in pyramid fashion so the buyer need not bend to read the title. The children's section, in particular, is well stocked with books, toys and puzzles.

Another marketing strategy employed by the bookstore is to give buyers a Loyalty Card, which can be redeemed for free books or magazines after it has notched up a certain number of points. Regular customers will be sent information on the latest releases through a newsletter, and orders will be accepted by telephone and fax.

There is adequate parking space at Mumbai's latest shopping mall, Crossroads, where Fountainhead is situated. A major limitation faced by book lovers has been overcome: the bookstore will be open from 10.00 am to 10.00 pm on weekdays, and up to midnight on weekends, so they can saunter in for some leisurely browsing after the day's work is done.