Mills and Boon - which has nearly three-quarters of the romantic market in its home country of the UK - is now launching in India. Their books are already popular in the country because they have been unofficially introduced from abroad.
However much critics and reviewers slate and revile Mills & Boon, the company happily goes on selling. Personally I think the critics do M&B a favour - all publicity is good publicity! A woman will read what she wants to read, not what the critics tell her. Women like the happy endings. It is reassuring in these days of violence to know that however difficult the route may be, true love always prevails in the end.
Modern Indian women say they want the M&B heroes to be modern Indian men - they're not looking for Maharajahs. A combination of Bollywood actors Hrithik Roshan and Shahrukh Khan, businessman Anil Ambani and industrialist Sunil Mittal would do nicely!
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