Are the tides turning on the fortunes of English in India? The paragraph below is an excerpt from an interesting article posted on the New York Review of Books—definitely worth a read!
A decade or more ago, the publishers of English newspapers scorned Indian language readers, assuming that, as hundreds of millions more Indians became literate, they would turn automatically into consumers of English papers. But the steady rise in literacy rates—from 64.8 percent of the population in 2001 to 73 percent in 2011—has had unexpected consequences. The new middle class is increasingly found in smaller towns, and prefers to read in its own regional language, rather than English. Meanwhile, major media houses have discovered that English readership is declining or stagnant, and that advertising rates in English papers cannot be pushed much higher. Along with an influx of politicians from non-elite backgrounds and the growing importance of regional and state-level politics, these developments have begun to challenge the assumption that English is the default medium of Indian public life. By putting more energy into regional languages, said Ravi Dhariwal, the chief executive of Bennett Coleman, “We’re just adapting to the way our country is changing.”