Michelin APA Publications, publishers of maps, restaurant and travel guides, have partnered with BCCL to customize and distribute Michelin Green Guides and Must See Guides for the Indian market. ET reports this is the first time Michelin will be partnering with another company and the guides will be co-branded. The agreement seems to be mutual, Michelin will publish and distribute The Times Food and Nightlife Guides in Europe. The move seems to be a take on capturing the growing national travel segment as well as compete with Lonely Planet, which retails at a fairly hefty price of Rs 1000 for a 1140 page book.
Lonely Planet has also partnered with Cleartrip for the Small World section, doubt Michelin will be able to do the same immediately with Times Internet Limited travel arm Indiatimes Travel.