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Penguin-Barista Tie Up to Promote Books
Penguin Books has tied up Barista Lavazza for release of its books at the latter's selected cafes across the country with Shobha De's Sethji being the first book to be launched under the partnership.

The alliance aims at bringing coffee and book lovers together. Fans and followers can also attend the book launches and interact with their favourite authors during the "Author Meet n Greet Sessions".

Barista Lavazza is also launching a new flavour of coffee, titled the Sethji Coffee, taking inspiration from the traits of the lead character of De's book.

As a part of the venture, Barista Lavazza also plans to start a 'Book Club' at its cafes, wherein customers can enjoy book reading sessions. Besides, it will institute 'Emerging Writer's Awards' for people with literary interests.

"Coffee and books always go well together, and we're looking forward to bringing some great books and some wonderful authors to Barista as part of this initiative. And what better way to launch this partnership than with Shobhaa De's brand new book Sethji - one of the most talked about books of the year - and a scintillating read," says Hemali Sodhi, vice president of Penguin Books India.

"This alliance, never been thought of before, will be able to create and provide a platform to both our existing and potential customers, by giving them the opportunity to enjoy through two binding forces - literature and coffee," says R Shivashankar, south Asia director of Barista Lavazza.

Exposing the dark, venal heart of Indian politics, Sethji is a novel about ambition, greed, and above all trust.

The central character of De's new offering Sethji is the head of the ABSP, a crucial coalition partner in the government. Shrewd, ruthless and an inveterate fighter, he is a man who refuses to play by any moral codes or lose a single battle. Easing his way is Amrita, his ravishing and aloof daughter-in-law who guards her own secrets.

But when two of the country's most powerful men team up to challenge Sethji, the wily old politician has to fight the deadliest battle of his life - a battle in which he must stake everything.

The one person he is forced to trust is Amrita, a woman who gives nothing away, not even to Sethji.
Emerging story. Watch this space for updates as more details come in
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