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As well as a taste for romance, India has other market conditions favorable to Mills and Boon. There’s the well-documented rise of English language speaking, and as well as globalized communications, but the publisher was finally convinced to open an office in Mumbai on seeing the growth of India’s modern retail trade. The chain bookstores and supermarket-style outlets that particularly suit Mills and Boon’s range have flourished in India’s metro centers and their newly-built shopping malls. The growth of the modern trade has encouraged another UK company into India too: look for the launch of BookScan India during 2010.