Boon for the lovesick womanBoon for the lovesick woman

As long as there is love, the Mills & Boon romance novel will be around, according to Clare Somerville, GM, Mills & Boon India, UK and Export Sales

Boon for the lovesick womanBoon for the lovesick woman

As long as there is love, the Mills & Boon romance novel will be around, according to Clare Somerville, GM, Mills & Boon India, UK and Export Sales

"Mills & Boon works because it's based on the universal theme of love. Its main premise is that true love exists and you will find Mr Right. Most women secretly believe they will find the perfect relationship," maintains Clare Somerville, GM, Mills & Boon India, UK and Export Sales, who is in Mumbai to launch their paranormal romance series, Nocturne.

She adds that Mills & Boon works well for Indian readers because, "culturally, reincarnation and Bollywood have made it easier for Indians to connect with our themes." Quiz her on the target reader and pat comes the reply, "it's the young, single woman who has a mind of her own, likes to treat herself, shops and reads extensively. Teenagers also form a large chunk of our market." No surprise then that M&B has graced Indian bookshelves for over 50 years.

Clare smervillu00a0, GM, Mills & Boon India, UK and Export Sales

Character change
Every decade throws up new trends and in today's times, Somerville believes, even characters must evolve. "In the 1960s, women were portrayed as subservient to their male counterpart, giving into his demands and needs. Today's woman knows her mind, lives life on her own terms, is worldly-wise, and independent in thought. She is career-oriented and looking for an enduring relationship that needn't necessarily end in marriage," shares Somerville.

This woman isn't afraid to point out flaws in her man, and even enables him to be a better person.
Somerville is confident that the M&B culture in India will prevail, with the new series as wellu00a0-- "Paranormal romance is huge. Twilight was a rage, while Buffy the Vampire Slayer topped TV ratings before that. Nocturne will take M&B to a new set of readers, with their underworld plots; variety is the key here, and goes beyond vampires." Nocturne Series, Blood Secrets by Vivi Anna. Rs 125 each copy. Available at leading bookstores.