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In a groundbreaking move that promises to captivate the palates of coffee and dessert lovers across India, Barista Coffee, one of the country’s leading home-grown coffee chains, has teamed up with the American Pistachio Growers (APG) to launch a unique range of pistachio-based beverages and desserts. This collaboration isn't just about combining coffee and pistachios; it’s a fusion of quality, taste, and health that sets the stage for an exciting new coffee experience in India.

Why Barista Chose Pistachios

The partnership between Barista and APG comes at a time when food trends are rapidly evolving, and consumers are seeking out innovative, health-conscious options. With the global rise of pistachios, which have been gaining traction in both Western and Middle Eastern coffee cultures, Barista was quick to spot the potential of this trend in India.

Speaking about the rationale behind this collaboration, Rajat Agrawal, CEO of Barista Coffee, said, “At Barista Coffee Company, we constantly strive to curate offerings that align with our customer’s evolving preferences. Our partnership with the APG is a step ahead of our shared vision of quality and authenticity. California pistachios’ unique taste and health benefits are the perfect ingredient to complement our beverages. We are excited to bring this exclusive series to our guests across the country."

What makes pistachios such a great choice? Not only are they known for their rich, nutty flavor, but they also pack a punch when it comes to nutritional benefits. Loaded with protein, fiber, and healthy fats, California-grown pistachios are the perfect ingredient to elevate Barista’s beverages and desserts, offering customers a unique blend of indulgence and wellness.

The Pistachio Series

The Pistachio Series includes innovative drinks and desserts such as the California Pistachio Latte, California Pistachio Frappe, and California Pistachio Muffin. These offerings cater to a wide range of tastes, from the traditional coffee lover to those with a penchant for the nutty richness of pistachios. This marks a significant leap in Barista’s menu expansion, highlighting their commitment to blending international flavors with the local coffee culture.

Barista has always been known for its innovation, and this pistachio series is no different. From the moment the idea for pistachio-based beverages took shape, Barista worked closely with APG to ensure the highest quality of product, as well as to guarantee that each new offering resonates with the evolving tastes of Indian consumers.

According to Sumit Saran, India Market Representative for APG, "We are delighted to collaborate with Barista Coffee Company to promote California-grown pistachios in India. This initiative showcases the exceptional quality of American produce and strengthens the culinary ties between the two nations. California pistachios symbolize excellence, and we are elated to see them become a part of Barista Coffee's exciting new offerings."

The Rising Trend of Pistachios in India

Pistachios are already making a mark in the Indian market, and this collaboration serves to further boost their popularity. Traditionally used as a garnish, pistachios are now emerging as a snack and key ingredient in several culinary creations. The trend of pairing pistachios with coffee, already gaining popularity in Western countries, is starting to catch on in India as well.

In fact, pistachios are not only a trendy ingredient but also a highly marketable one, given their growing acceptance in diverse global food cultures. Mr. Agrawal explains, “We wanted to do something unique with this product launch—something that has a large-scale appeal and is widely recognized. With pistachios, we are tapping into an ingredient that is well-loved and understood in various cultures and regions."

And the results speak for themselves. The pistachio series, launched in December 2024, is already receiving an overwhelmingly positive response, with the initial sales promising strong growth in the coming months.

A common question for customers and industry insiders alike is whether the pistachio drinks and desserts are a limited-time offer or if they will become a permanent fixture on the Barista menu.

As Agrawal elaborates, "The idea is to launch something new for a limited time so we can sample the market and understand customer preferences. However, based on the early feedback we have received, we are hopeful that we can extend this collaboration and potentially add these pistachio products to our regular menu."

Why Barista?

When it comes to choosing a partner to introduce pistachios into the Indian coffee scene, Barista was the natural choice. Mr. Saran, from APG, explains, “When we thought of launching pistachio with an Indian company, where else would we go? Coffee and pistachios belong together, and Barista is the first choice. They understood the product, the vision, and the taste, and we’re thrilled to have them on board.”

With Barista's established reputation for offering high-quality coffee experiences in India, this collaboration comes with a promise to deliver the same level of excellence in every cup of pistachio-infused beverages.

What Sets California Pistachios Apart?

In a market where local brands dominate the dried fruit and nuts segment, APG's California pistachios stand out for their superior quality and taste. Mr. Saran emphasizes that California pistachios, known for their rich flavor and snackable consistency, are the ideal choice for Barista's offerings. "India doesn’t produce pistachios; in the past, Iranian pistachios were the norm, but they were often used just as garnishes. With California pistachios, we are changing the game—these are made for snacking and enjoying in coffee, not just as an accompaniment."

Thanks to their distinct texture and taste, California pistachios have quickly gained traction in the Indian market. From being used in ice creams to now being a trendy addition to coffee beverages, the market for these high-quality nuts is rapidly expanding.

Looking Ahead

The collaboration between Barista and APG is expected to not only elevate the coffee culture in India but also boost the overall demand for pistachios as a versatile ingredient in everyday snacks and meals. With India’s growing appetite for healthy snacking options and premium coffee experiences, this partnership is poised for long-term success.

Both Barista and APG are optimistic about the future. “The idea is to leverage our brand equity and continue pushing the boundaries of innovation," says Mr. Agrawal. "This category has seen rapid growth in the past few years, and we believe this collaboration will lead to many more exciting product integrations in the future."

The pistachio-infused beverages and desserts from Barista Coffee and APG represent a bold step into the future of coffee culture in India. With their commitment to quality, innovation, and customer satisfaction, this partnership is set to redefine how Indians enjoy their coffee and snacks, making it an experience that's as healthy as it is indulgent.

Kent RO Systems Ltd, a leader in the water purification sector, has announced a licensing partnership with BLACK+DECKER, a renowned global name in home products and innovations, to introduce advanced water purifiers.

Varun Gupta, Joint Managing Director of Kent RO Systems Ltd asserted, "We are thrilled to collaborate with BLACK+DECKER on this venture. The BLACK+DECKER brand is synonymous with innovation and excellence. Our new range of water purification products is engineered to deliver superior purification, ensuring that Indian households have access to safe and healthy drinking water."

Amit Datta, Commercial Director of Licensing at Stanley Black & Decker, highlighted the brand's commitment to enhancing home life, saying, "As a global leader in home products, we continue to offer solutions that allow consumers to make the most of their lives at home. We are dedicated to simplifying life at home by enhancing our brand portfolio across all regions."

Pranav Anand, Managing Partner at LicenseWorks, noted, "The partnership between BLACK+DECKER and Kent RO Systems exemplifies how brands can collaborate to drive growth, particularly for companies aiming to expand their home product offerings in India." This partnership is poised to deliver innovative solutions for consumers seeking high-quality water purification.

India’s licensing industry is witnessing a seismic shift. No longer a nascent market, it’s growing exponentially, thanks to a cocktail of innovation, strategic partnerships, and changing consumer behavior. At a recent panel discussion featuring industry stalwarts, the consensus was clear: the future of licensing is ripe with opportunities, provided the ecosystem evolves with the times. Here's a deep dive into the key trends shaping the licensing landscape in India, as shared by some of the top minds in the industry.

Trend 1: IP Creation Takes Center Stage

Rajat Agrawal, COO, Ultra Soft Toys, underscored the growing emphasis on intellectual property (IP) creation. “The potential for creating and monetizing original IPs is immense. Brands are increasingly realizing that building their own IPs can provide sustained revenue streams and unparalleled brand loyalty,” he said. However, Agrawal was quick to highlight that only one in ten IPs typically succeeds. “It’s about taking that calculated risk and capitalizing on the one that clicks,” he added.

This trend is echoed across the industry as brands recognize that creating original, culturally resonant IPs can offer a competitive edge. Successful IPs are not just products but narratives that captivate audiences and foster deeper connections.

Trend 2: The Partnership Formula

Shobhit Singh, CEO, Stone Sapphire India Pvt Ltd, emphasized the importance of cohesive collaboration between licensors and licensees. “The approach needs to be hand-in-hand. The IP and the product must promote each other seamlessly. This partnership is essential to overcoming challenges like pricing disparities and piracy,” Singh noted.

A case in point is the licensing of stationery, which often faces hurdles in schools due to cost differences. “When there is price parity between licensed and non-licensed products, these barriers will dissolve,” Singh added. He also called for collective efforts to tackle piracy by closing gaps in the licensing ecosystem, ensuring genuine products dominate the market.

Trend 3: Merchandise-First: A Misstep?

Hemang Vasani, Head of Licensed Consumer Products, Hasbro, observed a worrying trend: brands prioritizing merchandise over brand-building. “Merchandising should follow brand love, not precede it. Consumers need to connect with the brand emotionally before being sold a product,” Vasani stressed.

He highlighted Hasbro’s strategy of identifying “white spaces” in the market — areas where competitors haven’t ventured. For instance, leveraging beloved IPs like Peppa Pig for audio-based content localized to Indian cultural nuances has been a game-changer. “Localizing content not only builds brand love but also differentiates licensed products from counterfeits,” he explained.

Trend 4: The Eastward Shift

Harsh Lal, Co-Founder, The Souled Store, pointed to a cultural shift driving licensing trends. “What’s considered cool is increasingly moving eastward,” he said, citing the rise of K-pop, K-drama, and anime. “These trends have gone from being niche to mainstream, and this demand for Asian content and merchandise will only grow over the next 3-5 years.”

For brands, this means aligning with the zeitgeist. Whether it’s through collaborations with Asian artists or launching anime-inspired product lines, tapping into this cultural wave can unlock massive opportunities.

Trend 5: Strategic Alliances

Mahesh Kanchan, Marketing Director - India & Neighboring Countries, Bacardi, predicted that strategic alliances would dominate the future of licensing. “Creating brands is tough. The way forward will be big partnerships where brands from one category transition into another industry altogether,” he explained.

These alliances allow brands to pool resources, tap into new markets, and co-create products that appeal to wider demographics. Think of a beverage brand partnering with a clothing line to create lifestyle merchandise — the possibilities are endless.

Trend 6: Sustainability Partnerships

Tushar Malhotra, Director of Sales and Marketing, Bisleri International Pvt Ltd, highlighted sustainability as a critical licensing trend. “Brands must explore collaborations that give back to society while creating consumer value,” he said. He cited Bisleri’s initiative of installing benches made from recycled plastic, adorned with artwork by Mountain Foot Painting Artists (MFPA), as a prime example.

Such initiatives not only address environmental concerns but also enhance brand love by resonating with socially conscious consumers. Sustainability, therefore, is not just a responsibility but a strategic advantage in licensing.

Trend 7: Influencer-Driven IPs

Rikki Agarwal, Co-founder and Chief Business & Operating Officer at Blink Digital, underscored the disruptive potential of influencer-driven IPs. “The democratization of content has empowered influencers to create their own brands,” he said, pointing to global examples like PRIME By Logan Paul x KSI energy drink. “If you can master content distribution, you have the power to build brands from scratch,” Agarwal added.

In India, where influencer culture is burgeoning, this trend could redefine the licensing landscape. By leveraging their massive fan bases, influencers can launch IPs that resonate deeply with niche audiences, creating a new paradigm for brand-building.

Overcoming Price & Piracy Challenges

While opportunities abound, the licensing industry in India isn’t without its challenges. Price parity remains a significant hurdle, particularly in categories like stationery and apparel. “Schools often avoid licensed products because they’re more expensive, creating disparities among students,” Singh explained.

Piracy, too, is a persistent issue. However, Lal argued that piracy could be viewed as an opportunity. “If you offer customers a high-quality, affordable alternative, piracy diminishes,” he said, positioning The Souled Store as a brand that thrives by bridging this gap.

The Winning Formula

Localization emerged as a recurring theme throughout the discussion. Vasani highlighted Hasbro’s efforts to create culturally relevant products, such as a Diwali-themed Peppa Pig book. “Localization not only enhances brand relevance but also differentiates licensed products from counterfeits,” he said.

This approach resonates deeply with Indian consumers, who value products that reflect their culture and traditions. Brands that prioritize localization stand to gain significant market share in an increasingly competitive landscape.

A Licensing Renaissance

As India’s licensing industry matures, the opportunities are boundless. Whether it’s through strategic alliances, influencer-driven IPs, or sustainability initiatives, the key lies in staying ahead of the curve. What experts unanimously agree to is that the next wave of growth would come from fostering deeper partnerships, embracing innovation, and understanding the evolving preferences of Indian consumers.

In the words of Shobhit Singh, “Licensing in India is no longer just about selling products. It’s about creating experiences, building connections, and driving cultural conversations. The brands that get this right will shape the future.”

Rajat Agrawal concluded, "This is a transformative time for licensing in India. The decisions we make today will set the course for an industry poised to become a global leader."

In a world where the art of storytelling transcends mediums, Leica India has found a kindred spirit in Chef Ranveer Brar. This unique collaboration between one of the world's most iconic camera brands and a culinary artist has sparked excitement in both photography and food circles alike. The partnership is more than just a convergence of two creative forces; it is a celebration of authenticity, craftsmanship, and the beauty of capturing life's moments in their rawest form.

Both Leica and Brar represent an appreciation for the finer details: whether it’s the crisp, honest texture of a photograph captured with Leica’s new Q3 43 camera, or the delicate layering of flavors in a dish crafted by Brar, their collaboration speaks to a mutual love for capturing life’s purest moments. As Brar steps into the role of Leica’s creative ambassador in India, this partnership aims to inspire a new generation of storytellers, bringing the essence of culinary and visual artistry to the forefront.

A Legacy of Craftsmanship

Since its inception, Leica has stood at the crossroads of heritage and innovation. With roots dating back to its beginnings as a microscope company in 1849, Leica has always placed the lens at the heart of its design philosophy. The company's latest release, the Leica Q3 43, is a testament to this commitment.

“We have launched the Leica Q3 with a 43mm Apochromatic Summicron lens—one of the best lenses in the world,” says Sunil Kaul, Managing Director, Leica Camera Asia Pacific. "This lens is closest to what your eyes see, almost as if you are perceiving the world through your own vision."

The Q3 43 is more than just a tool for professional photographers; it's designed for everyday use, offering durability, functionality, and an extraordinary ability to capture life’s fleeting moments. Leica's weather-sealed body allows the camera to perform in any condition, whether during the vibrant hues of Holi in Mathura or the chaotic beauty of the Bombay monsoons. The Q3 43 is positioned to make Leica’s world-class optics accessible to a broader audience, without compromising on the brand's renowned quality.

"Traditionally, Leica positioned itself at a higher price point due to the premium materials we use. But with this model, we're reaching a more economically accessible range of customers," Kaul adds. This strategic shift broadens Leica's appeal, while maintaining its heritage of excellence.

 The Intersection of Photography and Culinary Arts

Chef Ranveer Brar, known for his culinary prowess and penchant for storytelling, found an immediate connection with Leica. As someone who weaves narratives through food, Brar saw in Leica a kindred brand that captures the world in its purest form.

Brar explains, “I was drawn to Leica because of the honesty and texture their cameras offer. The moment I held a Leica and captured an image, I felt an immediate connection. The quality of the images reflects the authenticity of the moment, and that is what resonates with me.”

This collaboration is not about conventional celebrity endorsements but rather about shared values—authenticity, craftsmanship, and storytelling. Brar’s culinary creations, much like Leica’s images, are deeply personal, telling stories of tradition, culture, and passion. Just as Brar transforms ingredients into art on a plate, Leica captures the magic of these creations in a single frame.

“Our alignment is quite clear; both Leica and I are storytellers, Leica conveys narratives through its images, while I express stories through food and culinary conversations,” says Brar.

The Power of the Leica Q3 43

Brar's experience with the Leica Q3 43 camera has been transformative. The 43mm lens, which captures images as close to human vision as possible, has become an extension of his culinary artistry. For Brar, the camera’s simplicity—featuring just five buttons—allows him to focus entirely on the image, rather than getting bogged down by technical details.

"I have had the pleasure of using the new Leica Q43 for an extended period, and I find it exceptional. The 43mm lens captures images in a way that closely resembles human vision, enhancing my ability to tell stories visually," Brar enthuses.

The fusion of high-quality imaging and ease of use makes the Q3 43 a perfect tool for creators who want to focus on their craft rather than the mechanics behind it. Whether capturing the intricacies of a beautifully plated dish or the vivid colors of fresh ingredients, Brar finds Leica to be the perfect companion on his culinary journey.

"Leica’s ability to preserve visual integrity is invaluable to my storytelling," he says, underscoring the importance of precision in both culinary presentation and photography.

A Partnership Built on Shared Values

Leica’s collaboration with Brar is more than just a marketing initiative. According to Kaul, it is an extension of Leica's philosophy of building a community around a shared passion for photography.

"Ranveer Brar is not just a brand ambassador—he was a customer first, someone who truly appreciates the art of photography. His journey with Leica is emblematic of how we see our customers: as friends and family. His love for photography and his willingness to share that passion with the world is what makes him such a natural fit for us," Kaul explains.

This partnership is rooted in a genuine connection between Brar's culinary artistry and Leica's dedication to capturing authentic, raw moments. It transcends the typical celebrity endorsement and is instead a celebration of storytelling in all its forms—whether through the lens of a camera or through the flavors of a dish.

"Both food and photography are about evoking emotions, preserving moments, and telling stories," Brar notes. "And Leica, much like cooking, is about staying true to the essence of the craft."

The Leica Philosophy

As Leica continues to expand its presence in India, the brand remains committed to its core values of quality and craftsmanship. With over a century of experience in mechanical engineering, Leica has extended its expertise beyond cameras, delving into new product lines such as watches and ultra-short-throw projection systems. But despite this diversification, the company’s focus remains clear: creating tools that allow people to tell their stories.

“We incorporate cutting-edge digital technology in every product we make today,” says Kaul. “But we don’t advertise it excessively because customers don’t buy technology; they buy benefits. Our goal is to create innovations that fascinate while delivering meaningful advantages.”

Leica’s philosophy is rooted in the belief that technology should enhance the user experience without overshadowing the essence of photography itself. This is why the company continues to invest in mechanical craftsmanship, ensuring that every product, from cameras to watches, is a testament to the brand’s commitment to quality and longevity.

Inspiring a New Generation of Creators

One of the most exciting aspects of the Leica-Brar collaboration is its potential to inspire a new generation of creators. Brar’s journey from chef to photographer exemplifies how creativity knows no boundaries, and his partnership with Leica is likely to encourage others to explore their artistic side.

“I believe my partnership with Leica will inspire young creators by demonstrating the power of storytelling through visual art,” Brar reflects. “Every creator is on a quest for inspiration, and with Leica, I aim to provide that spark, encouraging them to explore their own unique narratives.”

Through this collaboration, Leica hopes to engage not only professional photographers but also those in creative fields such as culinary arts, fashion, and design. By providing a platform for creators like Brar, Leica is opening up new avenues for artistic expression.

The Future of Leica in India

Leica’s expansion in India is an organic one, focusing not on aggressive retail growth but on building a community of passionate photographers and creators. With experience centers, or “Leica temples,” planned in key cities, the brand aims to offer its customers a holistic experience that goes beyond merely purchasing a camera.

"Our priority is to enhance the customer experience and service benefits for our clientele," Kaul states. "We are focused on developing a strategic distribution channel that includes experience centers where visitors can engage with the brand in a meaningful way."

Leica's future in India is not just about selling cameras; it’s about cultivating a culture of photography. As Kaul puts it, “In five years, I envision Leica as a brand that is not only more visible but also deeply integrated into the photographic community.”

A Journey of Craft and Creativity

The collaboration between Leica and Chef Ranveer Brar is a perfect representation of what happens when two worlds—culinary and photographic—collide in the best way possible. Both are forms of art, deeply rooted in craftsmanship, tradition, and a shared passion for telling stories.

As Brar continues to explore new horizons with his Leica Q3 43, his partnership with the brand symbolizes the broader vision Leica holds for its future in India and beyond. Together, they are not just capturing moments; they are creating timeless narratives that inspire, delight, and ignite the imagination of creators everywhere.

The Cannes Lions International Festival of Creativity has announced that it will recognise Mattel’s Chairman and Chief Executive Officer, Ynon Kreiz, as Entertainment Person of the Year. Presented in recognition of the vital role that entertainment plays in the marketing and communications landscape, the award celebrates the creativity that inspires others to produce truly compelling, meaningful, and entertaining content.

He has led a multi-year transformation strategy that established Mattel as an IP-driven, high-performing toy company. Under his leadership, Mattel Films has announced 16 motion pictures in active development with major studio partners. Its first movie, “Barbie,” became a cultural phenomenon, achieving the largest global box-office in 2023 and the industry’s 14th-highest grossing movie of all time. The culture shifting Barbie movie was nominated for eight Academy Awards including Best Picture and received the Oscar for Best Original Song.

Mattel has a growing entertainment offering in television, consumer products, digital games, live events and experiences, publishing, and music. Per Circana, in 2023 Mattel was the #1 toy company in the U.S. for the 30th consecutive year, achieving its largest annual share gain in the U.S. on record.

About the Award, Simon Cook, CEO, LIONS, said: “We are delighted to be honouring Ynon and recognising Mattel for their continued commitment to creativity in entertainment. The strong leadership of Mattel has led to it becoming an innovative global toy and family entertainment company. By unlocking the potential of its core assets and IP, Mattel has strengthened the company’s relevance and appeal of its iconic global portfolio. Through Barbie particularly, Ynon has opened the aperture of the brand, broadening its cultural resonance and commercial success.”

Commenting on the Award, Ynon Kreiz, Chairman and Chief Executive Officer, Mattel, said: “At its core, Mattel is a creative company fueled by innovation and guided by our purpose. We are driven by the knowledge that the people who buy our products are more than consumers, they are fans with an emotional connection to our brands. It is an incredible honour to be recognised by the prestigious Cannes Lions, and to share this with the global team at Mattel whose passion fosters our creativity, every day.”

Kreiz will deliver a keynote seminar on Friday 21 June, and collect the award during that evening’s Cannes Lions Awards Show.

The Global Licensing market is over $300 billion with some 40 brands logging more than $1 billion in annual licensing sales. It would not be an exaggeration to say that some of the brands are doing better in the licensing segment than their core operations combined.

Such is the power of a good, licensed brand.

Following the trend, almost all the premium and luxury brands are also riding the wave of collabs and licensing. Think of it, two well-established brands with a completely different set of audiences coming together that not only gives the newly launched project a 2x strength but also increases the target pool that you already had. A very good example of this could be the Kobe AD -Nike Collection. However, it’s not just limited to increasing your audience pool. Brand Licensing is a very effective strategy to enter a new market. The best part is that there is nothing like a standard template of product launch in licensing. It’s about how creative one can get in terms of your brand extension keeping the brand ethos in mind. Kobe -Nike Shoes were launched in 2016, to mark the retirement of the legend from basketball and was very popular amongst all segments be it sports lover, basketball lover, or just trend followers. It became a fashion statement.

More than a decade ago when half a century-old FMCG brand Pepsi decided to launch its apparel collection in the US market through licensing, who would have thought it would create a rage in the fashion industry. In 2019, there again was a demand for the Pepsi Apparel collection in India and I was spearheading the project, the Pepsi collection was launched in 2021 by Flying Machine and the designs and range were welcomed by every age group with arms wide open.

The brands with a stronger recall value and name should understand that it’s not necessary that they remain in the segment of their expertise. Likewise, the new manufacturers and retailers should know that marketing and building a brand is tough these days. Even when you have a significant manufacturing and supply chain it's not necessary that you have the expertise to build the brand, burn money to market it and gain customers’ trust at the same time. It’s a longer process than you could imagine. Hence the concept of licensing makes sense both for the licensor and the licensee.

Amongst other things, the pandemic has also taught us that, to pivot and adapting is a must for every business irrespective of being small or large. A lot of brands had faced losses due to lockdowns and hence being available in multiple segments is what will keep you afloat. While the entire world struggled to sustain another surprising point to note is that consumers spent $315.5 billion worldwide on licensed merchandise in the year 2021, which was roughly about 8 percent more than the pre covid era. One important reason behind this could be that a lot of corporates were and are still working from home and every individual is now gravitating toward a better and more comfortable lifestyle at home. And what better than to surround yourself with the consumer products and brands that you trust.

The brands which have a legacy are bound to get consumers' attention even in a new segment.

That’s the reason why the 130-year-old American brand, Westinghouse which is predominantly present in the Nuclear, Solar, and power segment, entered the Indian market. They got a great response from consumers. They thrive on technology and brand legacy that creates an instant connection with the target consumers. Hence television and smaller appliances quickly got popular amongst the millennials.

Small medium and large Business owners need to understand that if they are at the peak of their business or struggling to create a name in the market, brand licensing can grow business for both segments equally. Why do you think Puma X Emoji collab happened? Because collection deals like these allowed both businesses to share reputation, and expand market reach. Taking a completely different example, brands like John Deere and Harley Davidson have been so successful in launching their merchandise that the licensing arm has now become a successful lifestyle business that goes way beyond their core product. Then there is character licensing, where nostalgia and current trends are the only key factor. People get obsessed with authentic Marvel or friends or their favorite Disney characters merch. Deals like these give products more authenticity and credibility that otherwise would take decades to build. If at all we have learned from the changing world is that a fast-changing trend combined with nostalgia and a class-apart product is the best recipe for success. Hence justifying my point that no matter how small or big a business you have, licensing will only grow it further.

Also, not just in consumer/lifestyle products, we are talking about licensing in the Hybrid segment as well, which is catching pace. Playboy just recently launched its flagship club in India, Marie Claire Paris Launched its Salons, Charlie Chaplin vegan restaurants, and Billboard Cafe, all these are examples of successful hybrid concepts of licensing where brand partners have realized that licensing just not only works in merchandise but value and recall can be created in an experiential format as well.

Not just existing traditional business, Licensing is now catching up with D2C brands as well as in NFT and metaverse. Earlier the notion these newly launched brands had in mind that they should only work on promoting their brand, even removing the brick and mortar from the picture. However, that’s changing now, while India is still to catch up with the notion which is changed by several D2C platforms now. Companies like The souled store, Bewakoof have been doing authentic merchandise sales for a few years now. In fact, they can be credited to introduce the fashion of authentic licensed merchandise in India. As DTC companies increasingly go direct to brick-and-mortar retailers, their prospects for licensing are also rising.

Apart from bigger and renewed collaborations and licensing deals, I have also seen some unconventional deals that have made me believe that there is definitely a market for every brand and every product. You just need to know your segment. There was a Goa-based Apparel manufacturer who partnered with Frida Kahlo to launch some bright and amazing bigger print apparel range, which was specifically for a niche segment. The launch was successful, and the partnership was extended.

The electronic segment is another such category that has suddenly grown in the past 5 years exponentially for the Indian market. The consumer products in the electronic segment are a category where people want to only go with very selective brands. Hence, it’s important for brands with trust and legacy, and product expertise to make those products available to the consumer by taking the path of brand extension.

Building a brand is tough and gaining the trust of your customers is tougher. If you are new, then unless you have a marketing strategy like a boat or a product like Sugar it’s difficult to make a mark for yourself and build the consumer’s trust. Though, brands like sugar and boat also have a scope for licensing to do some limited-edition launches. In a hypothetical scenario, imagine the BOAT X Batman collection or the Sugar X Disney range of colorful trendy collections.

To put this in a nutshell, let’s look at how licensing can help you grow:

1. See where you can expand your audience: If you are into the Consumer Electronic manufacturing segment, check which other brand can get expand your audience. For example, if you already cater to the youth maybe you can bring in some brand that has a legacy and nostalgia that can attract a mature audience as well, hence growing your audience pool.
2. Partner with a good brand with a legacy or a story: The best part about licensing is how the products can tell a story and that’s important. When you are going for a partnership make sure the brand definitely has a story that you can associate your products with.
3. Go for collaboration: When two or more businesses join hands, they mutually benefit from each other. They help brands engage with their audience and enhance their fan base.
4. Build a legacy: Today, brands should not emphasize sales and profit maximization, but they must serve customers with their needs and upgrade their offering from time to time to be the foremost choice among the target audience.
5. Product positioning: When you partner with any brand and you already have an existing product, make sure the newly launched products are positioned differently in terms of quality, pricing, reach, etc.

(This article is contributed by Shipra Dubey, Brand Consultant, Westinghouse India)

Another month, another acquisition. Looks like there is no stopping Reliance Industries Limited (RIL), which started in 1973 by Dhirubhai Ambani as a polyester business, later expanded into textile business, petroleum sector, chemical industry, mobile communication segment, food retail industry, etc. RIL is now one of the largest conglomerates in the world, having its product portfolio across almost every sector possible. RIL recently acquired Fynd (online shopping), Embibe (edtech content), Saavn(music content), Hamleys(toy retailer), Netmeds (onliene pharmacy), Asteria Aerospace (robotics and artificial intelligence company), Haptik (customer engagement), Hathway (broadband), DEN (cable) and many other companies across segments. In the past three years alone, the conglomerate has made acquisitions worth US $ 3 billion and this is excluding its most recent acquisition. According to Morgan Stanley Research report, out of the US $ 3 billion invested for acquisitions across various verticals, US $ 566 million were put in media and education sector, US $ 194 million in retail sector, US $ 1.2 billion in telecom and internet firms, US $ 100 million in digital and US $ 391 in the chemicals and energy space.

Enter 2021 and RIL announced another major acquisition – the firm rebranded its sports and lifestyle business IMG Reliance Ltd to RISE Worldwide Ltd after buying out shares of IMG Reliance from IMG Singapore Pte Ltd, in cash. And going forward, it becomes a wholly-owned subsidiary of Reliance Industries. This new entity or rather rebranded entity, RISE Worldwide will continue to drive the full portfolio of brand properties which were formerly owned and operated under the partnership called IMG Reliance Ltd, which was an equal joint venture between RIL and IMG Worldwide, an international sports marketing and management company, formed in 2010 to develop, market and manage sports and entertainment in India. RIL acquired 50% stake in IMG Worldwide for Rs.52.08 crore in cash.

Conceptualised with the belief ‘Together We RISE as 1’, RISE Worldwide’s motto represents the passion, positivity, optimism and leadership of a young India, globally. The portfolio under RISE Worldwide includes sports and sponsorship consulting, fashion and sustainability platform building, athlete talent management, licensing, broadcast production, lifestyle and entertainment with properties such as Hero Indian Super League, Lakme Fashion Week, Tata Open Maharashtra, Jio Wonderland, The Voice of Fashion, SU.RE Sustainable Resolution and others.

In a statement released by the entity, RISE Worldwide spokesperson said, “RISE Worldwide aims to provide a comprehensive solution to the sports, lifestyle and entertainment industries as one inclusive force creating a symbiotic ecosystem that engages in nation building by inspiring the youth through our various initiatives. We look forward to this dawn with new zeal and a DNA imbibed to RISE. Built on our existing relationships, trust and the knowledge of the industry, RISE seeks to help partners reach their target audience effectively as we bring their creative initiatives to life and provide consumers with world class experiences across each of our properties.”

RISE Worldwide’s athlete talent management division includes cricketers such as Rohit Sharma, Hardik Pandya, Jasprit Bumrah, Shikhar Dhawan, Shreyas Iyer and Krunal Pandya. The sports sponsorship and consultancy division represents brands like Dream11, boAt, BKT Tires, etc. in India and abroad. The company was also selected to exclusively market the global virtual inventory of the recently concluded Indian Cricket Team’s tour of Australia and is looking at engaging in sports production contracts as well across the world.

IMG Reliance had a turnover of Rs.181.70 crore with net profit at Rs.16.35 crore in FY 2020, Rs.195.55 crore with net profit at Rs.19.25 crore in FY 2019, and Rs.158.26 crore with net profit at Rs.15.82 crore in FY 2018, respectively.

The business relationship between a licensor and a licensee often goes kaput because of an error of judgement or stepping beyond the line of control. Here are the mistakes that must be avoided to ensure that the deal turns into a profitable and long-lasting one.

Top 5 Common Brand Licensing Mistakes:

1. Promising the Moon

Licensees in order to successfully bag the license often end up projecting a best case scenario rather than a more realistic view. There is an imperative need for licensees to realise that these projections help set the base for licensors to develop minimum sales targets, royalties etc. They further cultivate into clauses of the contract. Overpromising on the part of a licensee can cause the licensor to develop unrealistic expectations which can ultimately lead to a rift between the two and in worst case, cause termination of the contract.  

2. Putting on Airs

When trying to negotiate a license, licensees often try to secure as many regions or channels as part of the deal. They sometimes are unable to understand the brand potential and strength in its true regards. They may overestimate the power of the said brand which leads them to believe that the brand power alone is enough to sell the product and gain traction. It is of utmost importance to check the brand potential and approach the licensor realistically with complete profile for all the distribution channels the licensee wishes to acquire.  

3. Logo Slapping

Licensors when signing an agreement expect the licensee to custom design the attributes of the brand into their product and not just slap the logo to an already existing product. They wish for the licensee to develop the product in accordance with the brand’s style guide and in terms with their product attributes. If the developed product fails to meet the brand quality and expectations, the product is asked to be reworked upon and the licensee loses key sales opportunities. It also endangers the relationship and future association prospects of the two.  

4. Contractual Bindings

Typically, the licensing agreements fall under the jurisdiction of chief financial officers or company presidents. They are the ones familiar with the terms and conditions of the agreement and are aware of the licensor’s expectations. It is important to keep in the loop people who execute tasks such as sales, marketing and product development. They must be made aware about the approval process or any required flow of communication to avoid confusion and efficient working. Licensees should also take precaution while entering into a verbal agreement with the licensor which in any way contradicts the written contract. If they don’t get their direction in writing, they can later be held liable for breaking the contract.  

5. Selling in Unauthorised Channels

In order to meet the sales targets the licensee is often tempted into selling outside of their authorised channel of distribution. This can prove fatal to the licensor in case they don’t have trademark rights in the region or already have a licensee in place. For the licensee it can result in termination of the contract or very heavy penalties.

Promotional licensing is one of the major propellers of the licensing and merchandising industry in India. It conveniently draws out the ordinariness and gives you a platform to stand out. It also aids you in generating positive visual impressions and increases the shelf-life of the product.  

Promotional licensing is generally defined as a marketing agreement between a manufacturer and a licensor to use its intellectual property (IP) in promoting a product.

What goes into promotional licensing is, however, better rooted than just an agreement. It gives you the freedom to develop a unique marketing approach and helps in positioning the product in accordance with ongoing trends. The task of transforming the product into being market-ready can be a daunting one. In order to achieve the desired results one has to initially work on developing the said product. The first step of creating a product is ideation and conceptualization which comes packed with an adherent need to identify audiences and segments which the manufacturer wishes to tap.

Promotional licensing paves the way for you to break into the market and an entirely new segment with a recognised factor in your hand, which is why it is of crucial importance to select an IP that is well-known within the targeted segment. Creating a detailed product roadmap to formulate a business plan for the IP will help market the product in suitable ways. It is imperative for marketers to understand and harness the power of an IP in order to imperalize a brand to its maximum attainable height. This will not only create value for the brand but also serve as a medium for people to connect with it. For instance, McDonald’s has collaborated with Nintendo for their ‘Happy Meal’ toys. They have licensed the ‘Super Mario’ range which includes Mario, Princess Peach, Luigi, Yoshi the Dinosaur, Koopa Tortoise Shell and the familiar question mark block. All of these products are easily recognised by all the 80s and 90s kids as well as the millennials and this gives McDonald’s an edge in terms of relatability. The retail or distribution channels established by a manufacturer further back the product.

With increasing competition in the retail sector, it is licensing that can get both the licensor and the licensee an extra edge in scripting a successful business story while also taking care of the many pitfalls that may come their way. Consider this: the sale of licensed merchandise has transcended to USD 280 billion globally, indicating that brand licensing has come out of its niche cocoon and is rapidly transforming into a full-fledged segment. In fact, it is today the most efficient growth strategy for both the licensor and the licensee, given the nature of investment and rate of returns. In the due course of its expansion, the magnitude of opportunities it has to offer is enormous. Brand licensing is now integrative of entertainment and character icons, sports, fashion, and corporate. Ruling the ranks when it comes to market-share in India is fashion with an estimated USD 594 million, followed by entertainment and character icons at USD 406 million. Sport follows with USD 30 million. In this context, Indian brands only contribute about 10% to licensing and merchandising activity in the country with a majority of the market-share commanded by Hollywood and US pop culture. But, with indigenous intellectual properties (IPs) in tow, the Indian market may soon be on the sunny side of the hemisphere. Brand licensing brings in its wake several perks for both parties. Therefore, it is imperative for a brand manager to understand the full context of the segment. Let’s discuss in detail what brand licensing has in store for licensors and licensees.

The Licensors Market

Revenue generation is the primary goal of every organisation and the correlation between investment and rate of return determines the risk and success parameters. Licensing yields dual returns in the form of sales and royalty. Apart from the quantitative aspects, licensing also helps in protecting a trademark and increases brand awareness. There are several benefits to brand licensing, some of which are:

• Brand Positioning: Licensing creates avenues for brands in multiple domains, enabling them to establish their presence. It helps in significantly increasing brand awareness and enhances brand image. It allows people to connect with the brand and encourages loyalty among both existing and potential buyers. Also, it serves as a means to protect the brand and its values.
• Expansion: An additional bonus to being a licensor is that you can have first-hand expansion experience without actually having to invest a lot. This not only helps you determine the category you want to foray into but also provides you with a systematic report on the flow of your goods.
• Counterfeit Prevention: Counterfeit products are the biggest plague to any distribution channel. They not only threaten the brand but also bring down the value of an IP. According to Forbes, in 2018 counterfeiting was the largest criminal enterprise in the world. Sales of counterfeit and pirated goods were valued at USD 1.7 trillion per year, which is more than drugs and human trafficking. Licensing significantly reduces the chances of counterfeit products hitting the markets.

The Licensee Market

Licensing is one tool that has the potential of quadrupling your market-share and increasing incremental revenue. With careful execution, it will be your gateway to competitive superiority. And it will significantly change people’s perception about your products. The benefits of licensing include:

• Shelf Space: Gaining and sustaining shelf space are the most important factors in retail of licensed goods since their demand prolongs their shelf life. This bombards the licensee with added exposure and awareness. It also helps the licensee in increasing sales through a wider assortment.
• Competitive Advantage: Thanks to the ever-growing economy, competition is on the rise. There are always new players popping up in every segment. Licensing not only helps maintain an upper hand but it also paves the way for you to enter into unexplored retail channels. Thereby, the scope of distribution increases manifold.
• Credibility and Customer Base: Licensed merchandise is all the rage these days. Thus, getting a marketing advantage with an established brand for partnership will increase the credibility of a brand in every respect. This will also promote brand loyalty in the existing consumer base and lure new ones.

In conclusion, it can be said that with proper marketing strategies and licensing development programme in check, there’s no stopping your products from finding a position in the limelight. Licensing corroborates for a win-win situation for both, the licensor and the licensee, if developed in accordance with each of their demands.  

Brand licensing is an ever-evolving sphere which can yield unmatchable results with the right approach. What lies inside this sphere is much more than just marketing; it is a revenue driver that provides organisations with a palpable edge over the others. With the rise of ‘new media’ it has now become imperative for brands to be socially empowered. Licensing serves as a variable in channelizing the consumer base for each brand and the range of merchandise further elevates the demand. In fact, it serves as a perfect amalgamation of classic marketing strategies and organic advertising. If you have an eye out for expansion with minimal risk and investment, licensing should be your choice. It will strategically extend your brand to new categories, markets and audiences. In order to develop a competent licensing strategy the following pointers must be taken into account:

• Identifying Brand Persona: The concept of a brand may sound simple but it is, in reality, a complex mechanism that revolves around market segmentation and product differentiation. People connect with each brand in a different way. Identifying how your brand makes your consumers feel will help you in analysing your brand personality and values. It will help you in formulating the products you can foray into. This will guide you in selecting your potential licensing partners.
• Defining Licensing Objective: Brand licensing being multidisciplinary has a lot to offer. A brand can only benefit from brand licensing if the objectives are defined in accordance with expansion plans. Brand licensing can aid you with brand extension, driving revenue, increasing visibility, promotions, and more. The trick is to align a brand the right way in order for it to appear in upscale product classifications or distribution channels. Licensing also paves the way for a brand to explore multiple opportunities without any significant financial commitment. Another vital fact is that brand licensing goes beyond retail and has the largest scope in terms of opportunities. Hence, do not stick to the classic approach. Instead, foray into the segment of your choice. It is of crucial importance to hierarchically set the objectives as per your requirements.
• Finding the Right Partner: The final step in successfully establishing your license development programme is finding the right partner. Some of the most important things which should be taken into account while selecting a partner are the quality of products and services, expertise in the field, distribution channels and business values.

A brand licensing deal should be a perfect integration of values of both parties and must benefit them equally. In a world where growth is the only constant, licensing brings in the edge that will make your product stand out. It will help you reinforce the brand values, extend brand awareness, and grant entrance into new markets and retail channels without increasing your capital expenditure. With all this is in check you will be on your way to brand licensing success.  

Are you currently a licensee (manufacturer), licensor (brand owner) or contemplating entering a licensing arrangement? If so, you may have been weighing the business impact and exposure inherent in the definitions, requirements, and terms stipulated in the licensing contract.  If you have not read the contract language completely or do not understand it fully you may not be aware of the obligations in which you have already committed, or are about to commit, your business. While it is important to consult an attorney before signing a licensing contract, you may not have considered talking with an experienced brand licensing professional about the specific language in a standard licensing contract.  Or, even if you have thought about soliciting advice from a licensing professional, you may not have had any idea how to go about finding one.

For this reason many of us relegate the negotiation of the business terms and language in our contracts to our attorneys. The truth is that attorneys are trained and qualified to address the legal language – reps & warranties, indemnification, infringement – found in a contract. However, in most cases with licensing agreements, attorneys are not familiar enough with the business terms within the agreement – test protocols, authorized channels, approvals, and quality controls – to negotiate them properly on your behalf.

In this instance, unless you or someone on your team has experience negotiating licensing agreements, you will become an ideal candidate to fall into one, if not several, of the many business term pitfalls that are imbedded inside standard licensing contracts. At Licensing Brands, we have identified 15 critical business pitfalls every brand owner and manufacturer should be aware of before they enter into a licensing agreement.   In our Brand Licensing Agreement Template, we not only show you what a standard agreement looks like, we point out each of the pitfalls so that you are aware of what they are, what language to pay attention to and what to watch out for.  While there isn’t any room to address all 15 pitfalls in this article, I wanted to share with you three of those that can be most egregious.

Nets Sales: this may be the most important definition in any licensing contract as the royalties owed are dependent on this definition.  The definition of Net Sales contemplates that items such as returns, allowances, and discounts should not be subject to royalty. However, it is critical that both the manufacturer and brand owner understand the definition and can live with it.  Each party should pay particular attention to the deducted amounts as often the amount is limited to a specific percentage of the gross sales. Also, it is critical for both parties to understand what items cannot be deducted from Net Sales. If the parties are unaware, the unplanned costs can turn out to be significant and if caught in an audit can be subject to penalty.

Royalties and Guaranteed Payments: Royalties are calculated by taking the Net Sales and multiplying them by the Royalty Rate.  The Royalty Rate is the percentage of Net Sales to be paid by the licensee to the licensor. That is why the definition of Net Sales is so important to understand. Often licensing contracts stipulate that royalties are to be paid on inter-company as well as third-party transactions.  Guaranteed Periodic Minimum Royalty Payments (also referred to as Minimums) are calculated based on a percentage of the forecasted Net Sales and Royalties earned. It is customary for the Minimums to become fully earned upon execution of the agreement even if the agreement is legally terminated.  That is why it is critical that the licensee be prepared to make an investment in the license over the entire life of the agreement.

Quality Control and Compliance: this section is one of the most important sections to the licensor.  If the licensed products do not meet the quality standards stipulated in the contract, they will not be approved for sale.  Most licensing agreements will stipulate the licensor's quality standards as a Test Protocol. Test Protocols are standards set out by the industry for each product category.  If no standards are provided, the licensee should inquire as to what the standards are to ensure the licensed product will be approved in time to meet committed ship dates. At all times the licensee must comply with all government laws in the development of their licensed product.  Any breach of the compliance standards can result in recalls which can have a devastating impact to both the licensor and the licensee. I hope these three examples have given you a good appreciation for what can happen if either party agrees to standard contract business language without fully understanding what they are agreeing to.  While licensing agreements by their nature tend to be one-sided to protect the brand owner, a solid understanding by both parties will ensure everyone gets off on the right foot.  

Pete Canalichio is the author of Expand, Grow, Thrive, a brand expansion and licensing strategist, expert witness and TEDx speaker.  

In its 2^nd edition, India Licensing Expo – country’s largest B2B brand licensing show witnessed the galore of home grown IPs either already into licensing, or rolling out plans to foray into brand licensing. Supported by International Licensing Industry Merchandisers’ Association (LIMA), the show boasted of a two day exposition, awards night, knowledge forum and character parade.

The sponsoring partners of the show were Viacom 18, Femina FLAUNT, Shemaroo Entertainment, Little Singham by Reliance Entertainment, Spaces by Welspun, and Fashion TV and the knowledge partner was Bradford License India. While brands such as Viacom18, JCB, Bandai Namco, WWE, Toki Doki, Green Gold Animation, Dream Theatre, Purple Turtle, Badford License India, Kuber, Toon Mart,  etc continued to be a part of expo, brands such as We love Characters, Celebrities Entertainment, Cartoon Network, Rovio marked their India debut at the expo.

Further Indian IPs including Femina Flaunt, Miss Diva, Miss India, Filmfare, ChuChu TV, Adlabs Entertainment, DQ Entertainment, Fashion TV were exhibiting at IL’18 along with brands like Spykar, Madame, SPACES by Welspun, Animantz, Reliance Animations who rolled out their licensing program at the show. In words of Gaurav Marya, Chairman, License India, “Brand licensing in India is getting to a point where we will start seeing some maturity in the way it operates.

Licensing requires strong pillars, the first one being the IPs and the brand owners who are excited to foray in India, courtesy LIMA. I am very excited about the Indian brands building up their brand licensing program including Femina by BCCL are recognizing the potential of unlocking their brand value through licensing. And that is where the real potential lies." "India should see opportunities of bringing a lot of global IPs to the market but we should not ignore the great IPs that we’ve build over the years. The third pillar is the growing maturity of our licensee partners – the retailers, manufacturers and eRetailers which is a positive sign,” added Marya.

Lauding the Indian licensing and merchandising markets, Maura J. Regan, President, LIMA said, “Licensing in India is coming off ages and the difference between this year and last year is demonstrating that. India is among the top 25 global markets for licensing and merchandising. Pegged at $ 1,476 million, India really matches the global markets in terms of the ongoing trends with fashion as their marquee category. Walk around the expo and you will see the strength of Indian licensing industry.” Speaker Conference was concluded by sessions from prominent leaders like Dan Frugtniet, VP – Licensing & Business Development, Nickelodeon Viacom Consumer Products; Maura Regan- Executive Vice President, LIMA; Sanjeet Mehta, Executive Director & Head - Consumer Products, Disney India; Sandeep Dahiya, Director & Business Head – Brand Extensions, BCCL; Gisela Abrams - SVP Global Partnerships, LIMA; Simo Hämäläinen, SVP - Brand Licensing, Rovio; Jamil Abu-Wardeh, Vice President - Brand Licensing, Partnerships & Innovation, Eastman Kodak Company, Yannick Colaco, Managing Director at NBA India; Sundar Raman, CEO – Sports, Reliance Industries, Suparn Verma, Co-founder, Katha Pictures among others.

Launches and announcements Acting as a perfect launch pad, the 2^nd edition of ILE also witnessed some major launches and announcements. Femina FLAUNT, the retail brand by Femina (owned by Bennett, Coleman & Co. Ltd.), launched their range of fragrances at the India Licensing Expo (ILE) 2018. The fragrance line follows Femina FLAUNT’s successful foray into the consumer products space with Shoppers Stop across core fashion categories – Apparel, Footwear, Bags and Accessories. Speaking about the range, Sandeep Dahiya, Director & Business Head – Brand Extension, BCCL, said, “Fragrances is today an ‘essential’ category for the Femina FLAUNT woman and is an expression of her personality and mood. We’re confident of the Femina FLAUNT fragrance range resonating well with the consumers, given its unique packaging, competitive price point and long-lasting fragrances.” New X Beverages Pvt. Ltd. Along with Viacom18 officially launched MTV UP! Energy Drink in India.

Dan Frugtniet, VP – Licensing & Business Development, Nickelodeon Viacom Consumer Products said, “About two and a half years ago we decided to enter the energy drinks space with MTV and created a sub-brand MTV UP. We identified the gap in the market for a gender neutral product that was all about fun, friendship, lifestyle and party. MTV UP perfectly fitsthe gap for millennial target demographics. MTV UP has been launched in 23 territories. We have launched the energy drink in China this year and are now launching in India.” Nitesh Khatter, CEO, NX Beverages said, “This product serves the space that has been empty for quite a long time in the world.

It is now that the market has curated for it and is ready for it. With MTV’s collaboration, we have been able to offer a brilliant product to the market which has raised the bar of energy drinks with a lot of good taste and flavors." Leveraging strong brand equity & reach, Reliance Animation launched ‘Little Singham’ in consumer space through it’s licensing & merchandising program. Making the announcement, Tejonidhi Bhandare, COO, Reliance Animation asserted, “Going beyond the mythological characters, we thought of coming up with a character that could relate with kids and finally zeroed upon Singham which is an inspiration from live action Bollywood movie by Rohit Shetty. As of now we are doing 156 episodes and five features for this content and are building this in a bigger way. We are looking to unfold the brand into consumer product space and roll out an extensive merchandise range for the same.” With Character & Fashion brands leading the licensing space, Bollywood was no less in monetizing the brand equity.One of the leading Indian content power houses of India,Shemaroo Entertainment made a debut at the show with its Bollywood Licensing and Merchandising brand Yedaz.

In words of Smita Maroo, Sr.VP – Licensing & Merchandising, Shemaroo Entertainment Ltd, “The licensing and merchandising industry in India is poised to grow at a fast pace. There is a sudden increase in the market for young adults who are interested in possessing official branded merchandise. Shemaroo Entertainment’s brand Yedaz – Bollywood Madness is the official Bollywood licensing and merchandising platform and has a wide range of interesting products under the banner.”  

India Licensing Conference 2018, the India’s only exclusive networking and knowledge conclave for the licensing industry, opens its doors on 24 August featuring over 30 eminent industry veterans talking about brand licensing as an effective retail strategy, at Bombay Convention and Exhibition Center, Mumbai. India is the world’s fifth-largest global destination in the retail space, and banking on the burgeoning base of millennial consumers, it is expected to become the world's third-largest consumer economy, reaching US$ 400 billion in consumption by 2025.

The Indian market has witnessed a growing penchant towards brands and branded merchandise over past few years, thus raking $ 1396 million retail sales of licensed merchandise. With a wide range of international brands, characters and IPs marking foray across diverse categories into India’s licensing business, Indian players are also developing properties, especially in the field of fashion, character and entertainment.

However there remains a mammoth potential that is still untapped and just need a platform to be introduced to the licensing and retail fraternity. License India, the organizer of India Licensing Conference, in cooperation with LIMA, the International Licensing Industry Merchandisers' Association, have launched the knowledge forum to serve as a bridge between Indian licensing industry and the worldwide market and provide an international knowledge sharing platform for the licensing industry with a focus on magnifying the market potential in Indian economy for licensing business. “Though brand Licensing is small and coveted industry in India, it’s true potential to extend Brand to the Licensing advantage has still been practiced and realised by the retail fraternity in India. The need of hour is to induce the model to the broader and burgeoning startups, SME and funding sector across industries to the business of branding through licensing,” said Gaurav Marya, Chairman, License India.

The speaker panel consists of some of the biggest names of licensing and merchandising fraternity including the names such as Maura J. Regan (LIMA), Pete Canalichio  (Licensing Brands Inc.), Dan Frugtniet (Nickelodeon Viacom Consumer Products), Sanjeet Mehta (Disney India), Yannick Colaco (NBA India), Samir Jain (Green Gold Animation), Joel Satin (Eastman Kodak), Ulf Vespermann (Celebrities Entertainment), Sandeep Dahiya (BCCL), Archana Keskar (WWE), Simo Hämäläinen (Rovio), Sumit Dhingra (Arvind Fashion Brands), Jiggy George (LIMA India, Dream Theatre, Mojostar), Manav Sethi (ALT Balaji), Vishal Sinha (SK Brands), Dhimant Bakshi (Adlabs Imagica), Manoj Mishra (DQ Entertainment), Smita Maroo (Shemaroo Entertainment Ltd), Permendra Singh (Mattel India), Ajay Hardas Nihalani (Nush), Manish Agarwal (Nazara Technologies Ltd), Sweta Agnihotri (Reliance Big Entertainment) and many more. Simultaneously with the knowledge forum, License India is organizing a two-day tradeshow (23^rd & 24^th August) showcasing more than 150 brands, Licensing Masterclass - two day brand licensing certification workshop on 22^nd and 23^rd August, culminating into India Licensing Awards on 23^rd of August.  

“Experience is everything” and in terms of brand licensing, this phenomenon has emerged as a game changer thus altering the conventional brand licensing practices in a big way. Once eyeing at product licensing, the fraternity has devised Licensing 2.0 to address the new-age consumers who are increasingly redefining their values and priorities. This phenomenon is steering a gradual progression, especially in sports and music licensing along with theme parks/themed travel. This trend also puts forth a plethora of opportunities across a wide range of industries including, travel, apparel and footwear, toys and games, consumer electronics, and personal accessories. Given the redefined values and priorities amongst consumers, coupled with time becoming a luxury, “new consumerism” has taken shape that finds its roots in the experience. This trend is impacting across many areas while consumers increasingly seek to “do something different” searching for unique, often personalised experiences.

Re-defining sports licensing Globally, sports licensing has registered steady 5% year-on-year growth in the last few years driven largely by licensed sports apparel merchandise sales. In India, the licensed sports merchandise worth $18 million was sold in 2016. Majorly driven by sports leagues and cricket, this genre is witnessing emergence of concepts like sports academy, that focus on experience, thus better engagement. Commenting on the same, Siddharth Chury, Director - Merchandise, NBA India says, “The opening of our first academy in India is an important milestone in the NBA’s efforts to grow basketball in India and demonstrates our commitment to developing talent and shaping the game’s future here.” "We often get NBA stars to visit the academy. That gives the kids a chance to interact with their idols; it’s a big opportunity.”

Raking moolah from travel Millennials account to a sizeable demographic and this key consumer segment for licensing businesses has comparatively huge penchant for travel. The Millennials group is projected to record the fastest growth in world travellers as this number is forecast to increase by 69.7 million over 2015-2020. Theme parks themselves have become an increasingly important component of many brand licensing strategies in recent years, as licensors search for innovative ways to leverage their property, enhance brand awareness and connect with fans.

“The Amusement Park business volume is estimated to be around Rs. 3000 crores and with a growth rate of 10% year on year. Hence there is a huge scope for large licensors to exploit this market. The kids and youth population is growing in India; hence organized ventures into the amusement business would be an excellent avenue for business,” says Samir Jain, COO & Executive Director, Green Gold Animations. Worldwide sales of theme parks stood at US$30.9 billion in 2015 registering a 1.6% drop on the previous year. However, steady growth is expected as the category is projected to record a value CAGR of 10% over 2015-2020 making it the second most dynamic behind national parks in overall attractions.

Warner Bros. Studio Tour London – The Making of Harry Potter has announced that it will hold a romantic dinner in the Great Hall of Hogwarts School of Witchcraft and Wizardry. Similarly HBO Nordic has teamed up with Lapland Hotels SnowVillage in Finland to construct a “Game of Thrones” themed hotel made out of only snow and ice. Within the hotel one could find a number of Game of Thrones features like the Hall of Faces, giant ice dragon sculptures and even an Iron Throne made of ice. Disney has also announced a host of new attractions to Disneyland Resorts in 2018, including a Pixar-themed celebration. Also opening in 2018 is Pixar Pier, a new land in Disney California Adventure featuring four whimsical neighborhoods based on Pixar properties. Also, Disney has announced a host of new attractions coming to Disneyland Resorts in 2018, including a Pixar-themed celebration.

Cross-industry opportunities for licensing Apparel and accessories, Footwear, Videogames, Consumer Electronics (headphones/earphones, wireless speakers), toys and games, Personal Accessories, Home and Garden are some of the major industries and categories that would benefit further from experiential licensing.  

The retail and related revenue generated globally by the trademark licensing business increased to US$271.6B in 2017, according to the Annual Global Licensing Industry Survey by the International Licensing Industry Merchandisers’ Association (LIMA). The industry grew by 3.3 per cent as compared to previous year, where the total revenue was clocked at US$262.7B.

Royalty revenue from sales of licensed merchandise and services rose 2.6 percent to $14.5 billion. The top licensing property type was again Entertainment/Characters, with a 44.7% share of the market, accounting for $121.5 billion. Corporate Trademarks comprised the second largest segment, with its market share declining very slightly from last year to 20.5% of total retail revenues, thus accounting for $55.8 billion. Fashion accounted for $32.1 billion while sports got slightly better from last year at a 9.75% share accounting for $26.5 billion.

Some of the most significant growth came from property types that play somewhat smaller roles in the overall business, including publishing-based properties and art licensing. In addition, the music and celebrity categories saw growth reflective of the “influencers” effect. Though the U.S. and Canada remain the largest market for licensed merchandise and services, with revenue accounting for 58 percent of the global total, the strongest growth was driven from North Asia (up 6.2 percent) and Latin America (up 7.6 percent), primarily driven by growth in China/Hong Kong, Japan, and Brazil.

Apparel, toys, and fashion accessories continue to account for the largest shares of the business. Given a greater number of licensors seek to expand into more non-traditional categories, Casino gaming/lotteries increased by 9.6 percent. Home-related categories, infant, and video games/software/apps all showed growth higher than the overall 2017 average.  

Following the grand debut in 2017, License India has announced second edition of India Licensing Expo, which will take place on August 23-24, 2018 at Bombay Convention & Exhibition Centre, Mumbai.

ILE is India's largest and the most influential brand licensing show that has been created with a sole intention of increasing awareness about brand licensing being a lucrative business model amongst Indian retail fraternity along with propagating India as a potential market at global landscape. With active participation from more than 100 global and domestic brands, ILE’18 offersfull spectrum of licensing ecosystem with serious business buyers across categories and territories expected to attend the show over two days.

The event would include a conference lead by global thought leaders, exclusive master class for limited 30 delegates culminating into a an awards night celebrating and recognizing the industry. The forum gathers the potential of the emerging Indian licensing industry for knitting the system and creating a platform for exponentiating the growth in the given peripheries. "We have been successful in portraying India Licensing Expo as a dedicated hub for licensing professionals. Licensing Industry in India is definitely on an upward trajectory and through ILE 2018, we intend to bring the global understanding to Indian landscape, further propagating this business model," said Gaurav Marya, Chairman, License India.

The show brings together a wide range of intellectual properties comprising character, entertainment, celebrity, corporate, sports, art with an aim to encourage and enable licensing professionals to network and capitalize on opportunities and structure a concrete licensing program for retailers to leverage on. “I attended the inaugural License India Show in August 2017 as an exhibitor as well as a guest speaker.

I thoroughly support License India as a well overdue specialist and focused Licensing show for such a dynamic market like India. I firmly believe in the value of annual Licensing shows and attend them all over the World and I will continue to support License India both as a Licensor (Nickelodeon Viacom Consumer Products) and as an attendee in future,” said Dan Frugtniet, Vice President – Licensing & Business Development, Nickelodeon Viacom Consumer Products. "India Licensing Expo was a great venture initiated in 2017. It’s one of the right paths to evolve brand licensing in India.

With the participation of LIMA, top brands and the exchanges of knowledge we can see this platform been built to ensure a bigger identity to the licensing universe and brand capitalization. We look forward to a greater show in 2018," said Samir Jain, COO &Exc Director, Green Gold Animation(Chhota Bheem). “India is an important market for WWE with a massive fan base that we believe deserves localized product solutions. We were pleased to participate in India’s first Licensing show backed by LIMA, organized by License India.

It was a very well put-together event including the master class, seminars and panel discussions that are key to continue education of global standards & facilitate relevant conversations in the market,” asserted Archana Keskar, Senior Director - Consumer Products Licensing & Retail (India), WWE. Consequently, License India extends the exhibition opportunity to all brands and IP owners to advantage this platform for brand extension and growth possibilities.    

"Styles come and go. Good design is a language, not a style," Massimo Vignelli. I personally came across various organization who works without any proper guidelines and hence there is no consistency in their language throughout while they develop amazing styles. This becomes confusing and your consumer have a difficult time following your story. A brand style guide acts as an asset for your business which sets the tone and defines proper usage and utilization of your brand. This is important for any organization whether it’s a large scale or a smaller scale. This is a bible for your brand which effectively defines your brands elements and values and its application on various media types. This reputation of any company is judged by how it is communicated to the outside world and hence a brand style guide is very important to build a strong brand personality.

A style guide works by apprising you, your team and your business partner whether he is a licensee, franchisee, a vendor etc., on how to precisely and consistently present your brand. It consist of various visual and verbal examples of Do’s and Don’ts when communicating to your consumer.

The style guide starts with a brief about your brand introduction, its presence and Vision, while the primary element of a style guide is your Brand logo. This addresses the proper usage of your logo, accepted colours for the logo and appropriate typefaces which should be in coherence with your branding. While these are the most common elements of any style guide, it can be as exhaustive and structured with content like secondary logo, editorials, iconography, graphic compositions, product translation, and even packaging & retail guidelines.

All these become handy for any organization and designer who is working on any sort of communication for your brand. While all the above is very important, the approval process and usage of copyright line is equally critical for any brands. Hence the style guide should always have a section dedicated to the approval process to maintain the authenticity of the brand. As the consumer keep behaving and changing basis the market and seasonal trends, it is also essential to update your style guide on seasonal basis. Keeping up with trends while keeping up with business. Moreover you should always take into consideration the damage that could be caused by misuse of Style guide, hence it should be one of the confidential document of your brand asset.

In short, the key goal of a style guide is to keep your brand consistent. As important as that is for big brands, it’s even equally important for small firms as they emerge. With a very minimal investment you canimpart an explicit and consistent brand far into the future. This article has been authored by Abhishek Kumar, Head - Brand Assurance & Creative, Bradford License India.

Coca-Cola, the beverage brand that boasts of mammoth brand awareness, owes a substantial chunk of its annual revenue to sales driven from apparel and related accessories, credits to its licensing vertical. The licensing arm of the world’s largest beverage company sustained double-digit annual sales growth– including a 12 percent jump to $1.3 billion in sales in 2014.

Apparel and related accessories make up 65 percent of the business. This clearly indicates that even the most successful brands don’t stand still. Massive potential along with pressure to generate value is forcing the large corporate brands to look out for extensions beyond their core categories and thus making brand licensing an increasingly useful option in the toolkit of the brand. In words of Maura J. Regan, EVP, LIMA, “Though at the level of approx half of character and entertainment licensing; corporate licensing is still a significant part of the overall global licensing industry and there are a lot of facets to it.” In terms of global retail sales for licensing is a huge business, almost $ 263 billion.

Of that industry, 45 per cent is coming from the character entertainment business which certainly is a lion’s share of the revenue on a worldwide basis. But an important and interesting thing to notice is that from where the revenue is coming is corporate brand licensing. So it’s an equally lucrative area to go into in terms of driving significant revenue.

Polaroid is a great example of what corporate licensing can do for brands. Celebrating its 80^th anniversary this year, the brand has close to 97 licensees across the world in various categories. Commenting on what licensing can do for corporate brands, Jason Sutton, Vice President – Licensing asserted, “We have almost 100 per cent brand awareness. We are generating close to a billion dollars in licensed product sales on annual basis.” “Obviously building own brand is a bit of struggle that is where licensing helps. We ourselves bring our 80^th anniversary this years and we have spend billions of dollars in last 80 years building the brand what it is, and by licensing the brand name you are able to capitalize on the last 80 years of history,” added Sutton.

Why Corporate brands over others? Without any second though, character & entertainment brands are the option a potential licensee looks at. However, the kind of licensing complete depends on the brand’s strategy and the target audiences and more than anything; it is majorly the target group that drives the licensing model. In words of Chitra S. Johri, Director, Bradford License India, “Corporate licensing always encourages licensees towards long term association. It also extends into multiple formats unlike character and entertainment licensing where one can induct multiple partners for same category.” “Corporate licensing helps maintain sanctity by not chopping licenses between multiple licensee, thus offering exclusivity across formats in a territory,” adds Johri.

Structuring it right “The core of licensing in general is finding the right partnering company. We look at what the brands stand for, different product categories that can benefit from the attribute and DNA in terms of the logical aspects as well as visual aspects that people associate with University of oxford,” asserted Chris Evans, MD, Oxford Ltd. Globally, Oxford brand is licensed for merchandising across 80 countries and now the company Oxford Ltd. that runs Oxford Shops and manages the global brand licensing of the 800-year-old British University, is likely to add five new licensees partners this year to sell University of Oxford branded products in India.

 Corporate licensing as a strategy is not just an opportunity to venture into new categories, but also new territories. There is a plethora of conglomerates that have marked their presence in India through licensing, for instance Aeropostale inked pact with Arvind Brands, Simon Carter forayed in India under licensing pact with Aditya Birla Fashion, and Coach made way with Reliance Brands. Under corporate licensing, there is complete shift in the way people perceive and it is happening in every single way possible, starting from mobile phones to stationary, home décor to fragrances and apparel to accessories. Not just the sales, but such licensing strategy can also help the licensor alter its perception like Caterpillar did. The brand underwent a successful vault from heavy machinery to the fashion business that took off in 1994 with retail sales of around $1 billion worldwide.  

Licensing is becoming critical for retail strategies, be it offline or online. This year License India has conceptualized a unique forum that would address retailer's need to look at licensing for booming the eRetail play. Being the hub of eRetail platforms, this year Bengaluru gets its own knowledge series Brand Licensing India Knowledge Series 2018 scheduled for 17th February at Hotel Lalit Ashok, Bengaluru.

This one day conference brings together the licensing and e-retail fraternity together under the same roof. A great business opportunity, this knowledge forum gathers a presence of 25 plus veterans of the industry to talk about brand licensing being an effective retail strategy for e-retailers, small & medium scale manufacturers. The conference focuses on the integration of brand licensing and eRetail in a cohesive manner, alongside focusing on brand licensing an effective business strategy for the new age retail. "We aim to project Brand Licensing India Knowledge Series as a dedicated knowledge forum for licensing professionals.

Brand licensing has been well accepted as a retail strategy in India, and through the knowledge series, we intend to bring the global understanding of eRetail centric licensing to Indian landscape," said Gaurav Marya, Chairman, Franchise India. With focus on brand licensing going the digital way, the conference will offer in-depth knowledge about licensing ecosystem with over 200 C level delegates expected to attend the forum.

Moreover, the event would include opportunity showcase with 25 start-ups. Brand Licensing India - Knowledge Series is the country's the only brand licensing platform that covers licensing opportunities and knowledge under one roof. The forum is being organized by License India, India's first licensing media Services Company formed with the objective to increase awareness and support the growth of licensing sector in India. Supported by Bradford License India, the forum gathers the potential of the emerging Indian licensing industry for networking to explore possibilities to grow bigger and faster in the peripheries of online retail.

The eCommerce has transformed the way business is done in India. The Indian e-commerce market is expected to grow to US$ 200 billion by 2026 from US$ 38.5 billion as of 2017. The value of eCommerce market is expected to cross US$ 50 billion by 2018. While the Indian licensing sector, pegged at $1396 billion, is still at a nascent stage, growing internet penetration has been a major growth driver for this industry. Accessibility to global content, increase in disposable income and consumer aspirations have further fuelled this growth.

Brand Licensing acts as the most viable option to tap that brand conscious consumer base that prefers to shop online. The conference will have sector stalwarts speaking at the event including Sandeep Dahiya, Director & Business Head – Brand Extensions, BCCL; Afsar Zaidi, Co-founder & CEO, HRX; Abhishek Sudhakar, Director – Accessories, Myntra; Gaurav Kackar, Vice President - Marketing, Jabong and many more. The show brings together a wide range of intellectual properties comprising character, entertainment, celebrity, corporate, sports, art. The show aims to encourage and enable licensing professionals to take advantage and network, capitalize on opportunities and exclusive launches gain from all knowledge forums.