What does a lifestyle magazine in Braille mean for the visually impaired people?

We may have become a Digital First nation, but imagine a day without a newspaper. The morning cuppa would not seem as satiating, would it? While waiting to get pampered at the salon or waiting to see the doctor, or maybe stuck alone on a long flight or train, or simply idling away at home, what is that one thing we end up doing most? Flipping through a magazine, more often than not. The printed word is our most sought-after companion. And we are spoilt for choice. There is a wide array of lifestyle reads to pick from, besides everyday news content. But not everyone is as lucky.

Ever wondered what the blind read for leisure? Upasana Makati had a similar thought about a decade ago. Looking for an answer she went on Google. But, in vain. There just seemed no leisure content available in Braille. Of course, academic books were there. But when it came to everyday news and lifestyle reads, Makati drew a blank. Not one to give up, Mumbai-based Makati got in touch with the National Association for the Blind. Here too, she hit a wall. Ultimately, the former public relations (PR) executive realised there was no such reading material available for the visually impaired. What the sighted take for granted, can open up a new world of endless possibilities for the visually impaired.

This prompted her to launch White Print in May 2013. It is India’s first and only English lifestyle magazine in Braille. This 64-pager monthly is circulated across India and printed at the National Association for the Blind, Mumbai. The monthly magazine was started in the hope of filling a large void in the lives of persons with blindness by providing a regular source of Braille literature through articles and vignettes on politics, sports, entertainment, travel, short stories, food and many more. The magazine aims to reach the nooks and corners of the nation.

When the magazine started, it generally fell to Makati to generate all the content. It has been close to a decade since. And Makati’s small endeavour has only grown from strength to strength. Over the years, the magazine has built a network of freelance writers – journalist Barkha Dutt is one of the regular contributors – and has also tied up with Unbias the News—a global virtual newsroom focusing on diversity in the media—and Eco-Spotlight—a digital publication that celebrates sustainable solutions.

Understanding that Braille literacy and learning resources lie at the foundation of this journey towards inclusion, in December 2016, White Print launched Tactabet—a Braille Tactile alphabet book in English and Hindi. With tactile images, Braille and text, a parent could easily be a part of the learning journey of their partially or visually impaired child.
“What fulfils me and drives me forward is the generous and loving feedback I get from my readers,” the founder tells The Federal.

Mumbai-based Umme Hani, who works with Team Design Architects as a manager and has also founded Pearls of Vision, an organisation that sources writers and readers for the disabled and visually impaired students, says, “I recently had a terrible accident and my hand was in plaster. Being on bed rest, one thing I didn’t stop doing was reading White Print. I never miss reading it. It is my source of knowledge and entertainment. I recently loved reading the travelogue of Ladakh. It was so descriptive; it transported me to Ladakh from Mumbai.”

The magazine and its founder have also been much awarded and felicitated. Last year, White Print was awarded ‘The Innovative Social Enterprise of the Year’ at The TiE Sustainability Summit 2021—the World’s largest sustainability summit designed to address the sustainable development goals (SDGs) by the United Nations. Makati is also the recipient of the First Lady Award by the Ministry of Women and Child Development, 2018. She was also featured in Forbes India 30 Under 30 and Fortune India 40 Under 40. She was selected as a part of the Rising Talents 2019 by the Women’s Forum for the Economy and Society in Paris.

But, as Makati says, the real reward is hearing from her readers. A letter sent by a reader from a remote village reads, “The magazine brought me so much joy.” Another young reader says, “I could survive the lockdown because I read and re-read the previous editions”. Yet another avid reader says, “I don’t need to be dependent on anyone at home to enjoy reading articles in my free time.” The magazine is also a source of motivation to many. A student wrote to Makati, “I will grow up and invent something for my Braille-reading friends.” Another postcard from a reader stresses, “White Print makes me feel empowered.”

While Makati revels in these positive words, the going has been far from easy for her and her initiative. Right from the initial days—the magazine’s title had been struck down twice before the third was successfully registered—to the recent hurdle of the pandemic, the going has been uphill.

“One of the major hurdles I faced from my initial days was arranging the money,” says Makati. The written word thrives because of well-paying advertisements. White Print is no exception. But who would want to advertise in a magazine meant for the visually impaired?

After all, advertisements, by their very nature, are supposed to be visually appealing. The initial 200-odd e-mails Makati sent out for sponsorship received only one positive reply.
By the time, some big names got comfortable enough to experiment with a new form of advertising, the pandemic played spoilsport. The first casualty was the printing press being shut down for months. Before the pandemic, the magazine had 400 subscribers, which dwindled to 150. Rather than lose heart, a determined Makati went online. She undertook Braille sensitisation and awareness workshops to connect to readers in Tier II and Tier III cities.

“During the lockdown, we published an accessible e-storybook for children titled Flowers for Sunaina and last year I turned author and published Run Saba, Run!, an illustrated storybook that busts myths about sports played by persons with blindness,” says an indomitable Makati.

Once the lockdown was lifted, the entrepreneur reached out to small brands to support her initiative by trying advertising in Braille. The gamble paid off, and the printing cost for a short period could be covered. Vivarea Gives, a community of generous souls, helped with some funding. Organisations like the Rotary Club of Bangalore also came to her rescue by subscribing on behalf of over 25 organisations in Karnataka.

“Today, our readership stands at over 8,000,” smiles Makati, who wants to focus on creating more children’s books and content that can help further her vision of creating a more inclusive and diverse society. “It’s on my wish list to be able to bring out a daily in Braille,” she says wistfully.