Chinmay Kore 
For years, manga fans in India have faced a frustrating dilemma. If they wanted to support the creators of their favorite series like Attack on Titan or Blue Lock, they had to fork over exorbitant prices for imported U.S. editions. The alternative? Turn to the thriving black market of pirated, low-quality street copies.
Now, Japanese publishing giant Kodansha is stepping in to change the game entirely. In a historic first for a major Japanese publisher, Kodansha is establishing a local printing and publishing entityβKodansha Indiaβto manufacture and distribute authentic manga directly within the country.
The Strategy: Crushing Piracy with Competitive Pricing:
The primary catalyst behind Kodansha’s localized move is simple economics: the current model makes legal manga inaccessible to the average Indian teenager.
Currently, official English-translated manga sold in India is imported from North America. Because of shipping logistics and import duties, a single volume of a popular series like Blue Lock can cost upwards of 1,100 rupees (approximately $13)βnearly triple what the book costs back in Japan.
This massive price gap created a vacuum easily filled by counterfeiters. Walk past any major street vendor or independent bookstore in Delhi or Mumbai, and you will find bootleg manga volumes selling for a mere 200 to 400 rupees. Kodanshaβs solution is to beat the pirates at their own game. By printing locally, the publisher aims to slash production and distribution costs, allowing them to price authentic, high-quality manga competitively enough to wipe out the black market.
A Multi-Million Market, Printed in English and Hindi:
Kodansha India is a heavily capitalized joint venture, with Kodansha holding an 81% majority stake. Printing heavyweight Dai Nippon Printing (DNP) holds 14%, while IJ Kakehashi Services (India) holds the remaining 5%.
The venture is hitting the ground running with an ambitious rollout plan:
Massive Catalog: Kodansha plans to print roughly 200 titles per year right out of the gate.
Language Inclusivity: Recognizing India’s linguistic diversity, titles will be printed in both English and Hindi.
The Physical Experience: Interestingly, the focus is entirely on physical print books rather than digital e-books, catering directly to Indiaβs growing community of manga collectors.
Furthermore, Kodansha India isnβt just focusing on books. The subsidiary will manage its own local marketing, organize fan events, and sell official merchandise, creating a holistic ecosystem for fans.
Why India, and Why Now?
The decision aligns with staggering market projections. India boasts a Generation Z population of roughly 370 million, making it one of the largest young demographics in the world. Driven by the massive popularity of streaming platforms like Crunchyroll and Netflix, India’s anime and manga market is growing at an unprecedented rate. The market size is projected to skyrocket to approximately $5 billion by 2032βa massive 170% leap from 2024.
Navigating the Indian Market Risks:
Despite the immense opportunity, Kodansha is entering complex territory. According to data from the Japan Bank for International Cooperation, Japanese enterprises frequently cite challenges when operating in India. These include intricate and rapidly shifting government regulations, a lack of legal transparency, and regions with underdeveloped infrastructure. These hurdles have caused some hesitation; the number of Japanese companies operating in India dipped slightly to 1,434 in 2024, down from its 2020 peak of 1,455.
However, by securing strong local and printing partnerships, Kodansha is signaling that the multi-billion-dollar potential of India’s youth market is well worth the risk. For Indian otaku, the era of overpriced imports and bootleg volumes is drawing to a closeβthe official manga revolution has arrived.
