Indireads started off as Indirom, and midway through the development of Indirom's brand, we had to change everything to Indireads. The new identity borrowed from the original, though the concept, which was to bring South Asian books to the market, moved to that of a clay 'diya', or lamp. Indirom was specifically about independent romance novels, whereas Indireads has embraced additional, non-romance genres in their list of books.

The launch included the development of a brand, of guidelines, a website, icons, book cover design, and book layout.