Even first-time authors look down on a tea-party launch as a slight to their bestselling abilities. Penguin may not acknowledge it openly, but many of their authors complain that when it comes to a book launch, they are on their own. Unless, of course, they are willing to settle for a tea party, those colourless panel discussions that occur before the sun has even properly set and minus the sundowners that attract only the most dedicated friends and bibliophiles. And trying to find sponsors to underwrite the costs is hard work, unless you happen to be a Vikram Seth or Shobhaa De. Nothing comes free except the five-star hall—and that too in off-season i.e. non-wedding season or non-festive season. More often than not, the publisher is willing to pick up the tab only for printing and couriering of invitation cards.
Speaking strictly as an economist, Dr Sen had some unusual advice for those who came for his launch: Don't buy the book, just borrow it from the library. His publishers, of course, didn't look too happy, but fortunately for them, no one took his advice seriously. An impressive number of people queued up to get their copies signed by the reluctant celebrity.
