ABC Desi  (English, Paperback, Ms. Priti Paul)

About The Book A typical ABC book is given a charming new life through the revival of the almost lost Indian craft of billboard painting. An art form that has, until recently, been deeply connected with popular Indian culture — but today battles extinction with the onslaught of new age technologies. Handcrafted, using various techniques, billboard artists skilfully recreate scenes, objects and portraiture from photographs and magazines, bringing the magic of Bollywood and the sycophancy of Indian politics to the masses on the street. Often, western themes are given a unique cultural stamp, resulting in pieces that are a mix of humour and irony, among the rich visual chaos of the bustling Indian streetscape. These vibrant graphics, an assault on the senses with their boundless colour palettes also serve as a window to fantasy and escapist entertainment. Created by Priti Paul, ABCDesi is an alphabet book with a distinct Indian flavour. It is an attempt to pique curiosity and appreciation for this unique art form in both children and adults across the globe. The book is a visual celebration and hopes to be a rich source of cultural reference and inspiration. The imperfection and flawed beauty of hand painted creations juxtaposed with bold typography and clean contemporary layouts, makes ABCDesi a unique learning tool for children, and a whimsical yet precious object for the lover of all things Indian and beautiful. About The Author Ms. Priti Paul, Director, Apeejay Surrendra Group Educated at the prestigious Massachusetts Institute of Technology, Harvard University and Architectural Association School of Architecture, UK, Royal Institute of British Architects, Priti Paul has been at the forefront of taking over the business of the century old Apeejay Surrendra Group post her father’s assassination in 1990. Since then, she has spearheaded the real estate division of the Group which included expanding the business of the Oxford Bookstore in India and abroad, launched India’s first gallery on new media art – Apeejay Media Gallery, conceptualized, designed and launched a range of projects in India and abroad and set up the London Office of Apeejay Shipping Limited. Priti Paul, is also the creative force behind the iconic Oxford Bookstore, the best equipped 'base-camp' for journeys of the mind established in 1919. In 1995, on the Heritage store's platinum anniversary, the iconic store was refashioned as Oxford Bookstore - Gallery. Since then, she has made Oxford into India’s favourite bookstore, taking the Brand to unprecedented heights and across India. She has also been at the forefront of education for children coming from economically weaker sections of the society which is manifested through the Apeejay Anand Children’s Library run for the benefit of street children. Priti Paul is a member of prestigious organizations like Royal Institute of British Architects, Women in Shipping and Trade Association (WISTA), England, India Committee of American Bureau of Shipping, USA, FICCI Committee of Art and Business of Art, India, Harvard Club India, MIT Club India. In 2013, she was conferred with an honorary degree of Doctorate of Business Administration by the Rai University, India.