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Our Bureau

With India becoming a booming economy, it was time to have a dedicated imprint to cater to the growing segment of business book readers.

Chennai , Sept. 25

Penguin India is launching a new imprint, Portfolio, on Thursday, to cater specifically to the business segment. It is named after Penguin USA's dedicated business book imprint.

The launch in Mumbai will be marked by the publication of The High-Performance Entrepreneur: Golden Rules for Success in Today's World by Subroto Bagchi.

Penguin India has published many key business books in the past, including the best-selling Managing Radical Change and World Class in India. With India becoming a booming economy, it was time to have a dedicated imprint to cater to the growing segment of business book readers, says Thomas Abraham, President and CEO, Penguin India. "There's a vast untapped opportunity here," he told Business Line.

Portfolio will also publish case studies and industry analyses but its focus will be the general business book which will appeal to all interested, not just the specialist. Early this year, the imprint published Gita Piramal's new collection Smart Leadership: Insights for CEOs, followed by The Ranbaxy Story and The Backroom Brigade, which narrates the story of India's success in the BPO sector.

A number of Penguin's popular business titles have now been issued in paperback under the Portfolio imprint. Portfolio will also locally publish some of the best international business writing at affordable prices, Mr Abraham said. Books in this segment include Overachievement by John Eliot, Brand Hijack by Alex Wipperfurth, The Running of the Bulls by Nicole Ridgway, Overpromise and Overdeliver by Rick Barrera, and the recent Small Giants by Bo Burlingham, which is in the shortlist of five for the FT-Goldman Sachs Best Business Book of the Year Award.

Portfolio's objectives include providing the best reading from an international perspective as Indian managers increasingly make their mark across the world, giving the Indian perspective on a range of subjects, and providing the best of narrative non-fiction, from a socio-economic standpoint.

Later publications from Portfolio include Manager at Work: A Practitioner's Guide to Being the Best by S. Ramachander, Break Free: Discover Your Leadership Signature by Debashis Chatterjee, and Games Indians Play: Why We Are the Way We Are by V. Raghunathan.

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