Mills & Boon to strengthen its relationship with readers in India Invites women of Bengaluru to join their circle of the 'Friends for Life'

Ageless hero, timeless romance, passionate fantasy, friend, ... all of these are part of many women's thoughts and emotions as they have enjoyed a special journey with Mills & Boon books for over 100 years. No matter which year it is or what age a woman may be, a romantic story always stirs hope, cheer, warmth and passion in a woman's heart.
Harlequin Enterprises Ltd., the global leader in series romance and publisher of the most widely read women's fiction books "Mills & Boon," is coming closer to the heart of the Indian woman. With over 14 titles now locally published and distributed every year through Harlequin Mills & Boon India (HMBI), the thrill of reading a romantic novel is on the rise among Indian women.
Mills & Boons books have often been seen as a close friend and companion of women from early teenage years through various phases and stages of their lives, from a quickdaily read, to being a vacation companion, rejuvenator, emotional advisor and even an imaginary friend and confidant - a true "Friend for Life." Inspired by the results of research conducted among Indian women, HMBI is committed to further strengthen its relationship with them by engaging in various customer connect activities. "Friends for Life" is new nationwide initiative which invites readers to share their experiences and thoughts on how or why Mills & Boon has been their friend through the journey of life.
Any woman residing in India can log onto www.millsandboonindia.com by 25th October 2010 and share how Mills & Boon has been her friend for life. An illustrious panel will identify 10 best 'Friends for Life' and invite them for a discussion to select a "Ms. Mills & Boon India ­Friend for Life 2011."

Commenting on the launch of Friends for Life, Manish Singh, Country Manger, Harlequin Mills & Boon India said, "Mills & Boon is a leading global brand in the romantic fiction space and has been a true friend and companion of women through all ages and emotions for years. People want to have friends and be friends so this is a way for readers to express their friendship connection with Mills & Boon. Friends for Life is being launched from Bengaluru which is emerging as a prime market for Mills & Boon
in India and we have many more titles coming up to always remain in a special place in the hearts of Mills & Boon readers. "

At the launch, Manish Singh had an interesting discussion with few women readers of Mills & Boon who shared their experiences with the brand and how it has been a friend through their lives.

Said Milan Vohra, India's first writer for Mills & Boon, "For me, the experience of writing for Mills & Boon with an Indian context and setting has been as much fun as reconnecting with an old friend who I share a sense of growing up with. II Said Anshu Vyas Seetharaman, Body Conditioning Trainer & Wellness writer, "An avid reader of Mills & Boon since my teens, I believe in Love. Love has the power to bring many positives changes in you, Love can change the world. II
Geetanjali Kapoor, Graphic designer and artist, says, "I have been a big fan of Mills & Boon since my schooldays. Now when I look back, I feel these books have created a perfect world where I could escape from the rigorous of life. Between the covers there exists a world where the endings are always happy and love always triumphs in the end. II
Kinnary Patel, HR Consultant says, "Life is partly what we make of it and partly what is made by friends whom we choose. I cannot imagine where I would be in life had it not been a handful of fiends who gave me a heartful of joy. Mills & Boons books have also reflected a sense of friendship for me. “

ABOUT HMBI
Harlequin Enterprises Limited is the global leader in series romance and one of the world's leading publishers of women's fiction catering to readers across 100 countries in 30 different languages. Mills & Boon being over 100 years old has established its brand dominance in the romance fiction segment and has a strong network of over 1300 authors from diversified & pedigreed backgrounds. Harlequin Mills & Boon India (HMBI) started its India operations in February 2008, printing and marketing books locally. Mills & Boon's most unique selling point is its series product. Distribution for series books is also unique as it follows a "magazine type" model. New titles are introduced every month while the previous month's titles are recollected. The combination of these two factors presents consumers with a fresh, consistent product they can build a habit on. HMBI is currently publishing 14 new series romance titles every month, focusing on four series: Modern, Romance, Desire and Special Moments. These books are available for sale in newsstands, bookstores & organized retail stores everywhere.