The Bookaroo Trust is a public charitable trust that endeavours to make books come alive through interactions between children and creators of books and storytellers. It focuses on reading for pleasure and its mission is to bring back the wonder of imagination and reconnect children everywhere with the world of literature in a fun way. Bookaroo's journey started with the setting up, in 2003, of India's first exclusive children's bookstore Eureka where book-related events were held nearly every weekend. The idea was to create a place that children could call their own and pick books without parents or teachers dictating their choice. The Trust won the Literary Festival Award at the London Book Fair's International Excellence Awards in 2017 for its annual children's literature festival Bookaroo.