Diamond Comics: The Stories of Innumerable Childhoods

Childhood is inarguably the best part of a person’s lifetime. Free from the responsibilities of adulthood, our lives are painted into colourful mosaics. A dash of yellow, a spray of some red, and a bold dark green that contrasts so well against the blank canvas of the mind. All of these colours are memories - happy and sad, the good and the bad ones. Perhaps for all of us, some of the strongest memories come not just from our own experiences but from what we used to read.

Image Caption: Diamond Comics; Source: Google Images

In the wake of two devastating wars, the globe was finding a variety of activities, and it seemed that people quickly turned to new genres of literature as a means of escape. Diamond Comics may have been founded to satisfy the steadily growing need for reading-based amusement. Diamond Comics was established in 1982. It grew into a company with unparalleled global distribution networks and became the leading distributor of comic books and related merchandise. Its parent company, Geppi Family Enterprises (GFE) looks after the production and management of the company. What started as a single man’s hobby with a single warehouse and only seventeen retail customers is now something that routinely makes international profits. It is the world’s largest distributor of English-language comics, graphic novels, and pop-culture-related merchandise. However, Diamond Comics is not about the gain or the wealth, it is about the people who relate to and feel for every one of the characters it presents. Literature has had a solid grip over mankind since time immemorial and artwork has always been captivating. Comics found a way to merge the two to teach life lessons through unforgettable stories.

All the products sold by Diamond Comics are fairly priced. They are accurately and reliably distributed to their customers. The founder and current President and CEO - Steve Gippi, mentions how Diamond Comics perseveres to go beyond the cut-throat competition of the 21st century. This franchise is about cultivating and maintaining the relationships that have been built over thirty years of business. Not just with the retailers but with the people, who have adopted the stories of these characters as their own and found solace and happiness in the colourful pages. And perhaps people continue to do so, even after 40 years, because of the value that Diamond Comics strives to uphold; respect. There is respect for creators, customers, and the lovely characters in the comics.

Chacha Chaudhary and Sabu, with their wit and antics, have a special place in everyone’s hearts. Their comics alone have sold more than ten million copies over the years and are available in ten Indian languages. Other characters like Pinki, Billoo and Soni Sampat, are also incredibly popular. All of these characters were made by one of the best cartoonists in India - Pran Kumar Sharma. The famous illustrator breathed his last in 2014 and the reverberations of his death were felt all over the country. Nonetheless, he is still celebrated through his characters.

While all of these facts are fascinating and enough to fill a person with a sense of pride, they are not what makes Diamond Comics so loved in India. The brand that India is aware of is not based on international standards. Rather, it is the home to some characters that every Indian child has adored at some point. Grandparents, parents, and children - at least three generations of Indian comic book lovers have experienced the thrill of reading this publication.

Another major aspect behind the success of Diamond Comics is its accessibility. Diamond Comics reaches its eager customers through a handful of major companies of brokers. These brokers have an extensive network of buyers and sellers. They control the prices as well as the availability of ‘diamonds’ on the market. Diamond Comics also offers a ‘Diamond box’ or a standard size of comic book packaging which can hold a hundred and fifty to a hundred and seventy-five comics at once.

The intermediaries who act as a link between comic book publishers and store owners, releasing pre-orders for forthcoming publications, are another factor in the distribution of Diamond Comics. Diamond Comics' pricing has recently raised in response to the rising demand for comic books. Collectors can buy older comic book copies, but they are very expensive.

While Chacha Chaudhary serves as the reservoir of wisdom and knowledge, Pinki and Billoo are the reckless teenagers who go around mischief-mongering all the time. Soni and Sampat are a loving and quirky couple who love to banter and strive to find love in the familiar Indian household. Although most of these characters were made to elicit giggles and laughter from people, on the way they somehow managed to become so important to us. To a little girl afraid of needles, Pinki’s story of how she once stuck a needle on her forefinger and completely panicked about it is a reminder that she is not alone. To a teenager used to making mistakes and getting bashed about them, Billoo’s triumph in the Olympic games despite his shortcomings is nothing short of inspiring. And the elderly who feel neglected, Chacha’s Chaudhary’s companionship is priceless. Perhaps this is why literature is so crucial for human existence - mortals might betray each other but no form of art would ever disgrace itself so.

In a world inspired by technological interventions with each passing day, comics seem to have become a rarity. Gadgets are replacing paper easily with their convenience, accessibility and 4D quality. And perhaps it is time for humanity to ask itself, is it okay to leave behind classics, just because it is easy to do? Diamond Comics and its buyers say no.

Characters like James Bond, Mandrake and Motu Choto, appeared in Diamond Comics and were introduced to the Indian population as were other international characters.

Diamond Comics also distributed the famous international franchise Marvel’s comic books for the longest time. However, Marvel Comics Diamond Distributors was dissolved in October 2021 due to the increasing competition. The forty-year-old relationships sadly came to an end when Marvel decided to shift to Penguin Random House. DC, Marvel’s biggest competitor, also shifted its distribution to Penguin Random House.

Image Caption: X-men; Source: Pinterest