In a first of its kind in India, well known Bollywood production house Yash Raj Films has tied up with lifestyle retail chain Bombay Store for movie merchandise.
Under the agreement, the Bombay Store will be licensed to make and market the merchandise for a period of three years, and get a royalty on the sales.
The new designer range of products embellished with pictures of the stars in hit movies like Silsila, Dilwale Dulhaniya Le Jayenge and Band Baja Baraat amongst others, was launched in Pune today.
It will slowly be rolled out in all its 14 stores across the country, and will also be available online, Mr Asim Dalal, Managing Director, Bombay Store said.
He added that the products were primarily under two categories – fashion accessories like bags, pouches, stoles and ties, and home décor items like mugs, coffee clocks, trays.
“Hollywood is big in this respect, but India is a largely untapped market,” Mr Dalal said. He expects the new range of products to add 5-7% to sales revenue in the short term.