Press Esc to close
Friday 30 January 2015
News updated at 9:31 PM IST
Weather
Max: 28°C
Min : 17°C
In Bengaluru
Sunny day

Mills and Boon: First Indian writer sets love in yoga studio

Last updated: 15 December, 2010
New Delhi, Dec 15, (PTI):

The romantic ideal of a feisty beauty falling for a handsome stranger gets a modern twist as global romance publisher Mills and Boon launches its first book written by an Indian, who has centred the plot in a chic yoga studio.

The book "Love Asana" by Mumbai-based advertising executive Milan Vohra is the result of a writing contest held in 2009 to discover new talent to appeal to the rising demand of the genre.

The publisher, Harlequin Mills and Boon had set up its first office in India last year. "My story is very contemporary and today's youth across the world can relate to it. Today yoga is very in and so also is India which is on the to-do list of almost everybody. The thrill for Indian readers is that earlier the settings and characters used to be Western and now it is a young feisty city Indian girl as the heroine," Vohra, who was in the city for the launch told PTI.

Uptill now the publisher who has developed the brand through word of mouth had been sourcing content from a pool of European and North American writers and several of them had also introduced elements of India in previous stories.

Vohra, a mother of two children who wrote and rushed in her winning 2,000-word story on the last day will be on board of the pool of writers for M&B and her stories will also be published in global editions.

The 44-year-old who still reads M&B married at the age of 24 after meeting her husband at 17, says, "If I have another idea I'll work on it soon. The current M&B novels are all very happening in terms of delivery with enough contemporary subjects in terms of plots.

It is what today's youth do, they go to salsa, dance studios. I have read stories where the characters meet up through blind dates." Manish Singh, Country head of Harlequin Mills and Boon India, says, "We see a great potential in India where there is a rising demand for the romance genre. Globally Harlequin is the largest in the romance genre and apart from that we believe in delivering great entertainment and wholesome content to our consumers."

Priced mostly at Rs 99 each the books bought out in multiples are usually found in supermarkets and magazine shops. "We follow a unique market model publishing a set number of books each month that sent to subscribers and displayed in stands in bookshops for a month. At the end of the month, any unsold copies in the shops are withdrawn," says Singh.


Go to Top

Photo Gallery
A visitor takes a 'selfie' in front of an exhibit titled 'Circle Uncircled' by artist Rahul Kumar...

A visitor takes a 'selfie' in front of an exhibit titled 'Circle Uncircled' by artist Rahul Kumar...

A tightrope walker is silhouetted against the setting sun as she holds a balancing pole...

A tightrope walker is silhouetted against the setting sun as she holds a balancing pole...

Prime Minister Narendra Modi paying homage to Mahatma Gandhi on the occasion of his death...

Prime Minister Narendra Modi paying homage to Mahatma Gandhi on the occasion of his death...

President Pranab Mukherjee paying tributes to father of the nation, Mahatma Gandhi...

President Pranab Mukherjee paying tributes to father of the nation, Mahatma Gandhi...

Lawyers stop a train at Moradabad Railway Station on Friday during a protest demanding...

Lawyers stop a train at Moradabad Railway Station on Friday during a protest demanding...

An elderly woman and a boy stand outside their house with walls damaged in alleged firing from...

An elderly woman and a boy stand outside their house with walls damaged in alleged firing from...

New recruits of the Indian Border Security Force (BSF) take oath during a graduation ceremony...

New recruits of the Indian Border Security Force (BSF) take oath during a graduation ceremony...

A groom leads his horse in the equine pool after working out on the track, during early morning...

A groom leads his horse in the equine pool after working out on the track, during early morning...

A handler bathes a horse after a training session ahead of the Indian Derby in Mumbai...

A handler bathes a horse after a training session ahead of the Indian Derby in Mumbai...

Ladakhi women offering prayers during the inauguration of traditional Buddhist prayer...

Ladakhi women offering prayers during the inauguration of traditional Buddhist prayer...

Copyright 2014, The Printers (Mysore) Private Ltd., 75, M.G Road, Post Box 5331, Bengaluru - 560001
Tel: +91 (80) 25880000 Fax No. +91 (80) 25880523