India and slushy novels: a match made in heaven?



FOR more than 50 years, young Indian women have slipped into Lakshmi Book Store in central Delhi to request tales of lantern-jawed heroes and the beauties they unhinge with a glance. But until recently fresh imported Mills & Boon romances were often unavailable, says Ashim Sagar, the shop's owner. Today, however, he can point to a row of gaudy pink books, with titles such as “Bedded for the Italian's Pleasure” and “The Greek Tycoon's Defiant Bride”.

Indian women have been faithful to Mills & Boon romances, which are 100 years old this year, since the raj, but protectionist laws limited foreign companies' access to the market. However, since 2005 the government has allowed foreign firms to own 100% of non-news publications; and, as a result, Mills & Boon has set out to seduce an estimated market of 20m readers of English.

In February, it launched an operation in Mumbai. Every month it will publish ten new titles, with a 99-rupee ($2.50) price tag. The books will be chosen for India from the international range, but will not include the “Blaze” series, which features lesbianism and bondage.

India's still conservative sexual mores are one reason the books are popular; the semi-erotic romances have long been a source of informal sex education. Their fondness for love that breaches class distinctions has resonance in a caste-ridden society. And the formulaic plots are familiar to fans of Bollywood. “Boy meets girl; there's a conflict; it's overcome; happy ending,” says Andrew Go, head of Indian operations. He adds that as more middle-class women go out to work, they have more cash, “and a greater need for 'me time'. There's a lot of talk of 'me time' in India these days.”

More liberal publishing laws may change the books, as well as the business. Last year Condé Nast launched Vogue India. It is unmistakably Indian; one article weighed the pros and cons of the sari and the cocktail dress. Mills &amp; Boon may yet go native: Mr Go says he might use Indian authors, settings and themes, if readers want. Indian tycoons' brides might start getting uppity too.<br><br>Post edited by: Zia, at: 2008/03/04 23:37