Wednesday 23 April 2014
News updated at 9:01 PM IST
Weather
Max: 35.5°C
Min : 21.5°C
In Bangalore
Partially cloudy

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

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
Bengaluru FC player in a Jubilant mood at International Airport,Bengaluru after winning I league...

Bengaluru FC player in a Jubilant mood at International Airport,Bengaluru after winning I league...

Timothy John Bristow, Sir Robert Bristow’s nephew with his wife Rebecca visits the Harbour Bridge...

Timothy John Bristow, Sir Robert Bristow’s nephew with his wife Rebecca visits the Harbour Bridge...

Priyanka Vadra shares meal with a village woman in a field during an election campaign for her...

Priyanka Vadra shares meal with a village woman in a field during an election campaign for her...

Encyclopaedia Britannica President Jorge Cauz and Geeta Dharmarajan, founder & executive directoR...

Encyclopaedia Britannica President Jorge Cauz and Geeta Dharmarajan, founder & executive directoR...

School children greet Sachin Tendulkar on the eve of his birthday in Moradabad...

School children greet Sachin Tendulkar on the eve of his birthday in Moradabad...

An Indian Hindu devotee prays to the river Ganges, in Varanasi, India...

An Indian Hindu devotee prays to the river Ganges, in Varanasi, India...

A ragpicker girl Zahanara Khatun, 12, looks at the camera as she searches for recyclable items at...

A ragpicker girl Zahanara Khatun, 12, looks at the camera as she searches for recyclable items at...

Indians stand on the banks of the River Yamuna, covered in industrial effluence on Earth Day in...

Indians stand on the banks of the River Yamuna, covered in industrial effluence on Earth Day in...

Indian devotees pray and take dip on the banks of the river Ganges, in Varanasi...

Indian devotees pray and take dip on the banks of the river Ganges, in Varanasi...

A man poses as he gets his face painted ahead of the sixth phase of India's general election...

A man poses as he gets his face painted ahead of the sixth phase of India's general election...

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