Press Esc to close
Monday 22 December 2014
News updated at 8:53 PM IST
Weather
Max: 28.3°C
Min : 17.1°C
In Bengaluru
Partially cloudy

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
People sit around a bonfire to warm themselves during a...

People sit around a bonfire to warm themselves during a...

IAF soldiers march during a rehearsal for the upcoming...

IAF soldiers march during a rehearsal for the upcoming...

Super Star Amitabh Bachchan  along with Chief Minister of...

Super Star Amitabh Bachchan along with Chief Minister of...

SP Chief Mulayam Singh Yadav chats with RJD President...

SP Chief Mulayam Singh Yadav chats with RJD President...

A Leopard walks by the bushes at Bannerghatta...

A Leopard walks by the bushes at Bannerghatta...

A Rajasthani folk dancer performs during handicraft...

A Rajasthani folk dancer performs during handicraft...

An Indian man exercises as fog envelops a park...

An Indian man exercises as fog envelops a park...

A shop is attracting people, to purchase Christmas...

A shop is attracting people, to purchase Christmas...

A family is performing the rituals as part of the Ellamavasye celebration...

A family is performing the rituals as part of the Ellamavasye celebration...

Students along with teacher takes part in the 'Swachha Bharath Abhiyan'...

Students along with teacher takes part in the 'Swachha Bharath Abhiyan'...

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