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New Book Co.

  • Name:
    New Book Co.
  • Kind of Organisation:
    Book ShopPublishing House
  • Introduction:

    This bookstore was a hub for Bombay's creatives and intellectuals.

    Word Count: 10

  • Content:

    The first and leading bookstore and publisher in Bombay, the New Book Co. Pvt. Ltd. in the Kitab Mahal, was owned by the Taraporevala family. D.B. Taraporevala & Sons, the “treasure house of books” (The Times of India, 19 November 1936, 3), was the most famous book wholesalers in Bombay. It was a hub not only for international literature, foreign periodicals and newspapers, illustrated magazines and pictures, postcards and art publications, but also for artists themselves. D.B. Taraporevala & Sons even offered temporary exhibition space when Bombay lacked galleries. The company was founded as a bookseller, newsagent and stationery dealer at 190 Hornby Road in 1864. In 1936 they ran the bookstore at 210 Hornby Road, with a branch in the Taj Mahal Hotel at Apollo Bunder to serve an elite Indian and high-class foreign clientele. Among many other titles, the New Book Co. published Ernst N. Schaeffer's guidebook to the city: Pictorial Bombay.

    Word Count: 149

  • Known addresses in Metromod cities:

    Kitab Mahal, Hornby Road, Fort, Mumbai (192 Dr. Dadabhai Naoroji Road, Kitab Mahal, Mumbai, Maharashtra 400001, India)

  • Signature Image:
    Advertisement for the New Book Co., 1936 (Private Collection Rachel Lee).
  • Media:
    Advertisement for Taraporevala's, 1936 (Private Collection Rachel Lee).
  • Bibliography (selected):

    Dalmia, Yashodhara. The Making of Modern Indian Art: The Progressives. Oxford University Press, 2001.

    Paper Jewels. “Bird’s-Eye View (Bombay).” Paper Jewels. Postcards from the Raj, www.paperjewels.org/postcard/birds-eye-view-bombay. Accessed 11 July 2021.

    Schaeffer, E.N. Pictorial Bombay. New Book Co., [1936].

    Word Count: 40

  • Archives and Sources:

    Private Archive Margit Franz, Sinabelkirchen

    The Times of India [Mumbai] Archive on ProQuest, via Staatsbibliothek zu Berlin:
    https://staatsbibliothek-berlin.de/recherche/elektronische-ressourcen. Accessed 30 June 2021.

    Word Count: 23

  • Author:
    Margit Franz; Rachel Lee
  • Date of Founding:
    1864
  • Metropolis:
    Bombay
  • Entry in process:
    no
  • Margit Franz; Rachel Lee. "New Book Co.." METROMOD Archive, 2021, https://archive.metromod.net/viewer.p/69/2951/object/5145-12057989, last modified: 21-09-2021.
  • Ernst N. Schaeffer
    JournalistPhotojournalistTour GuideEditorRadio ModeratorNewspaper Correspondent

    In exile Ernst Schaeffer diversified his journalistic practice and developed an understanding of Bombay through walking the city streets, taking on street-level-photography and photojournalism.

    Word Count: 24

    Portrait of Ernest N. Shaffer, around 1965. (© Shaffer 1971; Photo: Margit Franz 2021).
    Photo Studio Ernst Schaeffer's logo and address (© Antiquariat Gerhard Gruber (Heilbronn); All rights reserved).Portrait of Maharaja Raol Sir Shri Krishna Kumarsinhji Bhavsinhji KCSI (1912–1965), the last ruling Maharaja of Bhavnagar State by Ernst Schaeffer, around 1935 (© Antiquariat Gerhard Gruber (Heilbronn); All rights reserved).Ernst Schaeffer’s photographic documentation of the renovation and expansion of Nilambagh Palace in Bhavnagar, mid 1930s (© Antiquariat Gerhard Gruber (Heilbronn); All rights reserved).Ernst Schaeffer, Juhu (Pictorial Bombay, p. 54; Photo: Margit Franz 2021).Cover of Ernest N. Shaffer’s autobiography Ein Emigrant entdeckt Indien (Photo: Margit Franz 2021).
    Bombay
    Pictorial Bombay
    Guidebook

    The guidebook Pictorial Bombay is a light-hearted portrayal of Bombay and its inhabitants as seen by an outsider, the German emigrant Ernst Schaeffer, through photos and texts in 1936.

    Word Count: 28

    Front cover of Pictorial Bombay (Photo: Margit Franz 2021).
    Ernst Schaeffer, Sugar Cane Juice Presser (Pictorial Bombay, p. 27; Photo: Margit Franz 2021).Ernst Schaeffer, Null Bazaar (Pictorial Bombay, p. 31; Photo: Margit Franz 2021).Ernst Schaeffer, View from the Jogeshwari Caves (Pictorial Bombay, p. 60; Photo: Margit Franz 2021).Ernst Schaeffer, Apollo Bunder (Pictorial Bombay, p. 73; Photo: Margit Franz 2021).Ernst Schaeffer, Mumbadevi Temple (Pictorial Bombay, p. 38; Photo: Margit Franz 2021).
    Bombay