National Book Tokens partners with Jhalak Prize

National Book Tokens partners with Jhalak Prize

National Book Tokens has launched a partnership with the Jhalak Prize, aiming to help promote the 2021 nominated titles among booksellers.

Support from National Book Tokens will include providing all Booksellers Association members with social media assets at each prize phase to promote the titles online, in addition to in-store point-of-sale material for shortlist displays.

It will also help the expansion of the Jhalak Books to Readers programme, which aims to increase the visibility and sales of books by writers of colour while also ensuring those books get into the hands of communities who might not be able to access them. Books to Readers matches donors with local bookshops which then purchase Jhalak-curated titles to give to a local community or charity of their choice.

The Jhalak Prize, now in its fifth anniversary year, celebrates work by writers of colour across genre and format. This year will also see the Jhalak Children's & YA Prize awarded for the first time.

Alex de Berry, m.d. of National Book Tokens, said: “Community booksellers have always been at the forefront of introducing readers to new and exciting titles, which is why we're so pleased to help support the link between bookshops and the Jhalak Prize and Jhalak Children's & YA Prize. The Jhalak team's work in creating space for books by writers of colour is vitally important, and we can think of no better way to get these titles into the hands of consumers than via bookshops, whether they're promoting these titles online, from windows or table displays, or working directly with their local community via Books to Readers.”

Sunny Singh, co-founder of the Jhalak Prize, added: "Jhalak Prize is delighted to partner with NBT to bring excellent books by writers of colour to more readers than ever before. Our Books to Readers programme is not only about bringing great writing to more readers across the country but also supporting booksellers who are such a critical part of the publishing ecology and our communities. We are delighted that this partnership helps us shine a light on brilliant books as well as wonderful bookshops across the country."

The longlist of 12 titles per prize will be announced on 9th March with the shortlist of six titles to follow on 13th April and the winner on 25th May.

Booksellers who would like to request materials or take part in Books to Readers can contact