India elections: Politics, personalities and publishing
28 April 2014 Last updated at 07:59 BST
One industry that is trying to make money out of the Indian election campaign - and people's thirst for political insight - is publishing.
Dozens of books have come out on a variety of personalities and themes.
The BBC's Sameer Hashmi went to one of Mumbai's biggest bookshops to find out more.
Watch: India Business Report