Bookstores in the urban setting followed suit by moulding themselves into lifestyle stores which are not limited to just books and stationery. They stand inclusive of coffee shops, lifestyle commodities, services and various entertaining events.     

What is interesting here is the influx of western lifestyle in the Indian urban populace. 

 

Bookstores cannot limit the customers with the choice of just books and magazines, they have to come up with provisions of providing them with multiple interests now.

A lifestyle destination offers more than what a bookstore has to offer. A lifestyle store not only levels with the expectation of an avid reader, but it also offers some activities beyond books for a friend accompanying that book lover.

Archiesman Banerjee, a 21 year old resident of Kolkata, said, "I read books, yes, but that's not all I do when I visit a lifestyle store. I can select a cup of coffee specific to my taste buds, I can find really cool music labels and I can find gift items that I can spoil my loved ones with. I can sit there for hours at end doing all of these without having to drive off to different stores for different needs."

These stores can be really active in their approach towards the customers.

By frequently coming up with events and activities that makes them an active participant, these stores can game up the interaction with the customers at a dyadic level.

A template of the multi-utility stores, Kolkata's Story provides the consumers with multiple reasons to visit there. Every Sunday, Story hosts a Story-telling session at its own Story-Teller’s Club, where kids come and enjoy their morning with stories and activities.

"We love to see our kids playing here and learning things at the same time. When we were kids it was not possible for us to get a platform like Story," said a doting mother, Priyanka Khaitan.

She added, "Today, I feel they are lucky that they can even play in the store where they have come to buy something they need. I love this concept. I feel this store is making kids active and moving them away from TV sets."

Story is eastern India’s largest standalone bookstore covering an area of 15000 sq feet. STORY aims to become the country's best bookstore. Eventually a pilgrimage for all book-lovers Story has a massive collection of books of all genres and a dedicated floor for children. 

Snighdha Chatterjee, a frequent visitor to Story, said, "I will like to call this place a relaxing zone. Books, cafe and good environment, we have always wanted to have a destination like this one in Kolkata. I love coming here and I feel more such lifestyle stores should open across Kolkata."

With a typewriter on a side, old and traditional wooden tables and chairs to sit and papers available to sketch or draw, Cafe STORY'  has its own unique characters that makes it different from other dedicated cafeterias in the city.

Through innovative technology and outstanding customer service STORY provides more than 1 lakh titles. A multitude of collectible pens and writing accessories are available in the 'Pen and Ink' section.