It isn't just about the hot kisses anymore. In the land of arranged marriages, pulp fiction meets astrologers. Mills & Boon — the popular romantic fiction — will now taste the brand in a new avatar. Pushing its local interests deeper, Harlequin (the publisher) is eyeing to romance the horoscope publishing market in India via a first-ever brand extension of the the romantic fiction.
"Just as Indians are crazy about romance, astrology and horoscope too are weaved into our everyday lives," said Manish Singh, country head, Harlequin Mills & Boon India. "We'll leverage the strength of Mills & Boon's brand equity and its distribution to establish this new brand extension."
While there are no clear numbers available on the size of the astrology and the horoscope business in India it's massive depth and width cannot be denied. "There is a lot of demand for the organised horoscope publishing books and the potential for growth is high," said Singh.
In its new foray, Harlequin has tied up with Australia-based astrologer Dadhichi Toth for this new initiative.