It is the consummation of one of the longest — and most breathless — romances in global publishing: a new chapter will start for Harlequin Mills & Boon next month when it sets up shop in India.

Readers in the sub-continent — including, apparently, a significant number of men — have been swooning over the romantic novels since the days of the Raj. However, the Mills & Boon books found piled high on India’s bookstalls find their way into the country even though the publisher has never had a long-term distributor.

All that will change on February 4, when titles such as the recent Virgin Slave, Barbarian King begin to print in India for the first time and Mills & Boon, which celebrates its centenary this year, becomes the latest Western publisher to target India’s 300 million English-reading consumers. In 2005, the Indian Government allowed foreign groups to own non-news publications wholly for the first time, triggering a rush of interest. Last October, Condé Nast, the American publisher, launched Vogue India, the first 100 per cent foreign-controlled magazine. GQ, its men’s equivalent, is expected in a matter of months.

Mills & Boon, which sells nearly 200 million romantic novels a year, believes that its wares — with their virginal, vulnerable heroines and tall, dark heroes — hit a unique chord.

“India is crazy about true romance,” Andrew Go, the head of the Indian operation, said. “Look at the basic Bollywood plot: boy meets girl; conflict; happy ending. We carry across that trend. We say we sell four books a second, Actually it’s 4.4. If I can take that to five, I’m a hero.”

India has the potential to hit Mr Go’s target: the popularity of the country’s lending libraries is declining as India’s burgeoning middle class opts to buy rather than borrow.

The full Mills & Boon portfolio will not be unleashed. Steamier series will be held back, but there are also suggestions that titles will be tailored to India, which Mr Go says represents “a new pool of creative talent”. Mills & Boon “has never been prejudiced” on where its writers hail from, he added — which some would say is an understatement. To feed its readers’ voracious appetites, the company carries formulaic advice on its websites for aspiring writers to follow. Mr Go expects more Indian authors to join the Mills & Boon ranks this year.

Nevertheless, success in India carries its challenges. Mills & Boon will sell books for just 99 rupees (£1.30) each. “The margins here are lower than anywhere else,” Mr Go said. “No one rushes into India. This is a long-term project.”

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