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HindustanTimes Mon,21 Apr 2014

Mills and Boon romances now in vernacular

PTI  Mumbai, June 21, 2013
First Published: 15:34 IST(21/6/2013) | Last Updated: 15:57 IST(21/6/2013)

Romance fiction series Mills andBoon is now foraying into regional languages like Hindi, Malayalam, Marathi and Tamil.

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"Harlequin Enterprises Ltd., the publishers of the iconic romance fiction series Mills and Boon, whose suave, successful and good-looking heroes are the fantasy of millions of women - young or old - across the world will be foraying into the regional publishing market in India," says a company spokesperson.

In India, the publisher has been producing only English titles since the past five years with over 20 titles now locally published and distributed every month under the brand Mills and Boon.

They are currently available for sale in bookstores and online in six series- modern, romance, desire, special moments and historical and nocturne.

The regional titles will be translated from the English original, says the spokesperson.

"Mills and Boon has a bank of Indian writers in English whose understanding of the local milieu is used to advantage," he says.

The Hindi titles "Raaste Pyaar Ke" and "Punar Milan" and Tamil titles "Bossin Kadhal" and "Avargal Meendum Inainthaargal" are available with Marathi and Malayalam editions following up soon.

The Tamil magazine is priced at an introductory price of Rs. 10 while the the Hindi editions are priced at Rs. 75 each.

The publishing house had launched its first Indian author Milan Vohra whose book "Love Asana" was launched in the year 2009. It followed it up with Aastha Atray's "His Monsoon Bride" in 2010. Both writers had won the Passions Writing contest by the publisher.

Being over 100 years old Mills and Boon has established its brand dominance in the romance fiction segment and has a network of over 1300 authors from various backgrounds.

It's series product follows a "magazine type" model with new titles being introduced every month while the previous month's titles are recollected.


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