Laura Ashley: Licensing & Collaborations Power Global Success

Choosing a beauty brand isn’t a walk in the park, especially now with a flood of options promising everything from flawless skin to perfect hair. With innovative formulations, eco-friendly practices, and inclusive ranges taking over the market, finding the right match for your needs and values can feel overwhelming. Whether you're after high-performance skincare, makeup to elevate your look or products that align with ethical sourcing, the choices are endless. But wait—2024 brought us some game-changing beauty collaborations that not only boosted sales but also created buzzworthy products. From celebrity power to unique storytelling, these partnerships are proof of the magic that happens when top-tier beauty meets star power. Let’s dive into the Top 5 Beauty Collaborations of 2024 that are stealing the spotlight!

Colorpop Cosmetics X Twilight: A Match Made in Vampiric Heaven!

Colorpop Cosmetics isn’t just about bold, affordable makeup—it’s about creating moments. Their 2024 collaboration with the Twilight saga is an absolute showstopper! Taking inspiration from the iconic vampire romance, this nostalgic yet modern collection brings the Cullen family’s world to life with every product.

The Eclipse Shadows eyeshadow palette is packed with 15 sultry shades, from moody blues to forest greens—perfect for channeling your inner Bella. And let’s not forget the Immortal Kiss and Vampire’s Embrace lipsticks that promise a dramatic finish that lasts through even the most passionate of moments. The real star? The Breaking Dawn Glow Kit, a highlighter palette that lets you shine like a vampire basking in the sunlight. These products are flying off the shelves for good reason!

NYX Professional Makeup X Disney: Magic That You Can Wear!

NYX Professional Makeup is no stranger to viral collaborations, and their 2024 partnership with Disney has taken things to the next level. Think Elsa, Tiana, and Maleficent, but in makeup form! Whether you're channeling your inner princess or embracing your dark side, NYX has got you covered.

The Disney-inspired collection is a fan’s dream come true—eyeshadow palettes, lip glosses, and eyeliners that let you live your fairy tale fantasies every day. It’s not just makeup; it’s an opportunity to create your own magical story, one swipe at a time.

Marico’s Beardo X Hrithik Roshan: Grooming Meets Glamour

When Bollywood heartthrob Hrithik Roshan teams up with a grooming brand like Beardo, magic happens. Known for his striking looks and flawless style, Hrithik is the perfect ambassador for Marico’s Beardo line. The “Groom like a Greek God” campaign is taking over, and the products are just as impressive.

The Beardo Bold Series, including premium beard oils and hair styling gels, are now a must-have for the modern man. The Signature Beard Oil, with its blend of argan and jojoba oils, gives men the healthy, shiny beard of their dreams. Grooming has never been this glamorous!

MARS Cosmetics X Frankfinn: Beauty Meets the Skies!

MARS Cosmetics isn’t just about great makeup—it’s about blending sophistication with functionality. Their 2024 collaboration with Frankfinn Institute of Air Hostess Training brings beauty essentials designed for long hours and high-flying glamour.

The Flight-Ready Foundation is a standout product, offering lightweight, full coverage that lasts from check-in to landing. With this collaboration, MARS proves that beauty should be as resilient as it is elegant, making it a must-have for beauty enthusiasts and aviation aspirants alike.

La Pink X Parineeti Chopra: Beauty that Celebrates YOU!

La Pink, India’s first microplastic-free beauty brand, has partnered with Bollywood star Parineeti Chopra to launch a vibrant collection that screams confidence. Parineeti’s fresh, relatable appeal shines through this inclusive line of high-shine lip glosses, multi-use cheek tints, and glitter-packed eyeshadows.

The Pink Perfection Cheek Tint is the hero of the collection, offering a creamy, buildable formula that suits all skin tones and ensures you glow with self-expression. Parineeti's involvement is all about encouraging beauty lovers to embrace their true selves, and the collection is a celebration of individuality!

Bradford License India is proud to announce its collaboration with WeSC (We Are the Superlative Conspiracy), a globally recognized Swedish lifestyle and streetwear brand celebrated for its rich cultural heritage that resonates with Gen Z, Millennials, and Gen Alpha. This partnership marks an exciting new chapter in bringing WeSC’s unique, urban aesthetic to the Indian market through strategic licensing across multiple categories.

This collaboration aims to introduce WeSC’s distinctive style to the Indian market, starting with an innovative range of audio products, followed by premium streetwear and an expanded lifestyle offering.

In Phase I, WeSC will leverage its expertise in tech with the launch of high-performance headphones and audio products, blending cutting-edge style with functionality tailored for India’s tech-savvy audience. This initial focus on audio aligns with WeSC’s longstanding reputation for cultural innovation and strong musical connections.

Headphones have evolved beyond mere audio devices to become a statement of fashion and self-expression, particularly in India. The Indian headphones market is valued at $4.34 billion in 2024 and is projected to grow at a CAGR of 9.90 percent from 2024 to 2030. The rise of wireless, noise-canceling, and stylish designs has made headphones a must-have accessory for fashion-conscious and tech-savvy consumers. Brands like WeSC, with their emphasis on sleek, high-quality, and trend-setting designs, are leading the way in blending cutting-edge audio technology with bold, fashionable aesthetics. This trend highlights the increasing demand for products that not only offer exceptional sound but also reflect individual lifestyles, particularly among younger audiences. According to insights from MarkNtel Advisors and Statista, the fusion of fashion and technology is poised to further drive the market’s expansion, with a growing focus on personalized and premium audio experiences.

Phase II will introduce WeSC’s celebrated apparel and accessories, including luggage, footwear, outerwear, and streetwear essentials, targeting India’s premium streetwear market. These products will offer Indian consumers a fresh experience in urban sophistication and quality.

Finally, Phase III will expand WeSC’s brand footprint across a diverse range of lifestyle products, including eyewear, sports and outdoor gear, stationery and office supplies, water bottles and drinkware, beauty and personal care items, and home décor. Each category aims to bring WeSC’s cool, contemporary style into new areas, creating a cohesive lifestyle experience for Indian consumers.

Gaurav Marya, Chairman of Bradford License India, adds, "WeSC’s entrance into India is a thrilling opportunity to bring a fresh cultural fusion to our audience. The brand’s distinct streetwear and lifestyle ethos speaks to the creative spirit and diversity of our market, which we are eager to explore together. Through this collaboration, we are introducing a dynamic brand that resonates across generations and elevates India’s lifestyle market."

Joseph Janus, CEO of WeSC, also expressed excitement about the partnership, stating, "We’re excited to expand WeSC’s footprint to India through this strategic partnership with Bradford License India. Our brand is built on community, culture, and creativity, and we look forward to offering Indian consumers our unique blend of fashion and lifestyle products. Bradford’s market expertise makes them the perfect partner to launch and grow WeSC in one of the world’s most vibrant and youthful markets."

Since its inception, WeSC has consistently pushed the boundaries of traditional lifestyle brands by blending style with culture and community. From pioneering creative collaborations and iconic products to hosting dynamic events worldwide, WeSC has made waves internationally and will now extend its reach into India with Bradford’s guidance and expertise.

Bradford License India invites potential licensees and partners across India to connect and explore the diverse opportunities with WeSC’s brand expansion in these categories.

For more information,

Visit: www.bradfordlicenseindia.com 
Email: [email protected]
Follow us on: https://www.instagram.com/bradfordlicenseindia/

About Bradford License India

Bradford License India, in affiliation with Bradford Licensing LLC is a leading global licensing agency specializing in brand licensing, retail merchandising, and market expansion strategies. Since its inception in 2010, Bradford has stood as India's pioneering end-to-end licensing solution provider, strategically designed to elevate brand awareness and catalyze the growth of licensing across the nation. With a portfolio of prestigious brands across diverse sectors, Bradford License India leverages its expertise and industry insights to create successful licensing partnerships and drive brand growth in the Indian market. www.bradfordlicenseindia.com

About WeSC

WeSC (We Are the Superlative Conspiracy) is a Swedish streetwear brand established in 1999, known for its unique blend of style, creativity, and innovation. With a global presence, WeSC is synonymous with urban culture and caters to individuals who embrace a dynamic and contemporary lifestyle. The brand is celebrated for its cutting-edge fashion, collaborations with artists and influencers, and its deep roots in skateboarding and music culture. https://wesc.com/

To bring about a fusion of creativity and culture, Bonkers Corner recently collaborated with Hello Kitty, the beloved character from the Sanrio family, just in time for her 50th anniversary in 2024. This partnership is a significant milestone for Sanrio, marking the beginning of its efforts to bring the Kawaii trend to the Indian audience.

The new apparel collection blends Hello Kitty’s signature charm with Bonkers Corner’s distinctive style. It features an exciting array of items, including skirts, oversized t-shirts, crop tops, bottoms, and caps, catering to every Hello Kitty aficionado. The collection made its debut at Bonkers Corner's flagship store in Lower Parel, Mumbai, providing an engaging experience for fans to explore and purchase the fresh offerings. Additionally, items are available on Bonkers Corner's official website and at all its stores nationwide.

Silvia Figini, Chief Operating Officer of Sanrio GmbH (EMEA, Oceania, and India), stated, “This partnership is one of our first steps in boosting Hello Kitty’s presence in India. We are excited to introduce the kawaii style bringing these delightful creations to Hello Kitty enthusiasts and fans across India.”

Shubham Gupta, Founder of Bonkers Corner, expressed, “At Bonkers Corner, we've always been about spreading joy and a little bit of silliness. Hello Kitty is a global icon who embodies positivity and fun, so this collaboration is a perfect match!” 

As Hello Kitty approaches this significant milestone, Sanrio and its licensing agency, Dream Theatre, are gearing up to launch the Kawaii trend across India.

Bringing in fusion of style and culture, the iconic Converse brand teams up with renowned Parisian designer Isabel Marant for their first collaborative collection. This partnership embodies a perfect blend of classic sneaker aesthetics and the effortless chic that Marant is celebrated for. The capsule collection brings a fresh perspective to the beloved Chuck Taylor, intertwining Marant’s signature flair with the timelessness of Converse.

Isabel Marant has always walked the fine line between high and low fashion, embracing spontaneity and independence in her designs. “I find freedom in being unpredictable and breaking the mould,” she states, highlighting her passion for breaking conventions. This collaboration captures that essence, presenting the new Chuck 70 Wedge silhouette alongside reimagined versions of the iconic Chuck 70.

The collection features Marant's distinctive details—frayed Jacquard uppers, eye-catching pinstripes, and a unique multi-coloured translucent outsole. Launching in colorways like Vanilla White and Raven, the Chuck 70 Ox will retail at INR 11,499, while the Chuck 70 and Chuck 70 Wedge are priced at INR 12,299 and INR 15,499, respectively.

Converse’s Marketing Director emphasizes the collaboration’s significance, noting, “The collection will present the new Chuck 70 Wedge silhouette as well as a take on the iconic Chuck 70.” Set to be available from September 12, 2024, this partnership is poised to redefine sneaker luxury and elevate everyday style.

The global beauty industry has long been abuzz with the allure of Korean skincare. Known for its innovative formulations and results-driven ethos, K-beauty has captured the hearts of millions worldwide. In an exciting development, Neaf Neaf, the brainchild of South Korean entrepreneur and influencer Jeong Ji-woo, has officially entered the Indian market through a strategic partnership with Kindlife, India’s leading platform for global beauty and wellness. This collaboration promises to be a game-changer in the Indian skincare landscape, blending Neaf Neaf’s gentle, effective products with Kindlife’s extensive consumer base and market insights.

The founders of the two brands, Jeong Ji-woo, the celebrity entrepreneur behind Neaf Neaf, and Radhika Ghai, CEO of Kindlife, came together to share their vision, passion, and expectations for this exciting new chapter in Indian skincare.

The Genesis of a Powerful Collaboration

Great partnerships are built on shared values, and the collaboration between Neaf Neaf and Kindlife is no exception. For Radhika Ghai, introducing Neaf Neaf to India is a labor of love and a strategic move to bring high-quality K-beauty products to discerning Indian consumers.

“At Kindlife, we’ve always championed ingredient-first products that are effective and safe. Neaf Neaf fits perfectly into this philosophy. Jiwoo’s passion and meticulous attention to detail shine through in every product, and I’m excited to bring this incredible brand to India,” Radhika said.

For Jiwoo, launching Neaf Neaf in India through Kindlife was an opportunity she couldn’t pass up.

“Kindlife’s reputation as a hub for K-beauty and J-beauty brands, combined with their vibrant community of 2.5 million users, makes them the perfect partner. I’m honored to introduce Neaf Neaf to such a dynamic market,” Jiwoo shared.

From Seoul to the World

Neaf Neaf is not just a skincare brand—it’s a personal journey. Founded by Jiwoo, a South Korean businesswoman, model, and influencer, the brand was born out of her struggle to find products that suited her sensitive skin. Neaf Neaf’s ethos revolves around creating gentle, effective, and safe skincare solutions that cater to sensitive skin types.

“Every product in the Neaf Neaf range has been tested on myself to ensure it meets the highest safety and efficacy standards. It’s deeply personal, and I’m thrilled to bring these products to India,” Jiwoo explained.

The brand’s current product portfolio includes toner pads, sheet masks, essence ampoules, and the much-loved soothing mask cream, which has already set new benchmarks in the global beauty industry. Upcoming launches, such as the Peach Fit Collagen line and Vita PDRN products, are eagerly anticipated, promising to elevate the skincare experience even further.

Why India? A Market Ripe for Innovation

India’s beauty market is booming, driven by a young, beauty-conscious demographic eager to explore global trends. The Indian beauty landscape is evolving rapidly, with Gen Z and millennials leading the charge toward global trends. Recognizing this, Jiwoo felt it was the right time for Neaf Neaf to make its mark in the Indian market, making it a natural choice for Neaf Neaf’s expansion.

“India’s younger generation is vibrant and open to new ideas. I believe Neaf Neaf, with its focus on quality and gentle formulations, will resonate strongly with them,” she said.

Radhika added that Indian consumers are discerning and demand products that deliver real results, “Indian consumers are willing to try new products, but they remain loyal to what works. Neaf Neaf’s high-quality formulations are perfectly suited for the Indian climate and skin, making it a promising addition to our portfolio.”

Bridging the Gap Between Global Beauty and Indian Consumers

As India’s go-to platform for K-beauty and J-beauty, Kindlife has played a pivotal role in introducing global brands to Indian consumers. With a robust community of 2.5 million users and an active customer base of over 250,000, Kindlife has redefined how Indians shop for beauty and wellness.

“Our goal is to make Neaf Neaf one of the most popular Korean beauty brands in India within the next two to three years. We’re bringing the full weight of our platform and community to support this launch,” Radhika said.

The Indian skincare needs differ significantly due to the country’s diverse climate and skin types. Understanding this, Neaf Neaf’s product range promises to cater effectively to Indian consumers. While the initial product range remains consistent with what’s available globally, the brand is exploring India-specific lines to better serve its growing customer base.

A Perfect Fit for Indian Skin

One of the standout aspects of Neaf Neaf’s product line is its adaptability to diverse skin types and climates, making it a great fit for India’s varied conditions.

Radhika highlighted the appeal of some of the brand’s star products, “The toner pads are incredibly effective and perfectly suited for Indian skin and climate. The clay mask, which is reminiscent of traditional Indian beauty practices, is bound to be a hero product for us.”

While the initial product range mirrors what is available globally, both Jiwoo and Radhika hinted at future India-specific product lines to better cater to local needs.

Tackling a Competitive Market

The Indian market is no stranger to K-beauty brands, but Neaf Neaf has carved a unique niche with its focus on sensitive skin and safety.

“What makes Neaf Neaf special is the attention to detail in its manufacturing and the passion Jiwoo brings to every product. With the right price point and marketing, we’re confident it will resonate with Gen Z and millennials,” said Ghai about positioning the brand

Jiwoo echoed this confidence, and added, “Neaf Neaf isn’t just about skincare—it’s about trust. I’m excited to see how Indian consumers connect with our products.”

Expanding Horizons

The road ahead for Neaf Neaf is exciting. Both founders shared their plans to expand the brand’s portfolio in the coming months, introducing more innovative products tailored to consumer needs.

“By the end of next year, we aim to add more products to our range, offering Indian consumers a comprehensive selection of high-quality skincare solutions,” Jiwoo said.

Radhika added,“Success for us is seeing Neaf Neaf as a go-to brand for Gen Z whenever they think of cleansers, masks, or toners. That’s the milestone we’re working toward.”

A Partnership Rooted in Passion

The collaboration between Neaf Neaf and Kindlife is more than a business alliance—it’s a meeting of minds and shared values. Radhika summed up the sentiment beautifully, “This partnership is a big one for all of us. With Jiwoo’s vision and our platform, Neaf Neaf is set to redefine K-beauty in India.”

Jiwoo, too, expressed her excitement about the journey ahead,“It’s an honor to bring Neaf Neaf to India. This is just the beginning of an incredible journey, and I’m thrilled to see what the future holds.”

A Bright Future for Indian Skincare

The launch of Neaf Neaf through Kindlife is a milestone in the evolution of India’s beauty market. By combining the best of Korean innovation with Kindlife’s deep understanding of Indian consumers, this partnership is set to create a lasting impact.

With its focus on quality, safety, and adaptability, Neaf Neaf is poised to become a household name in India. As Jiwoo and Radhika lead the charge, the future of Indian skincare looks brighter—and more radiant—than ever before.

Collaborations have become a smart business strategy, attracting new customers by tapping into pop culture trends and creating buzz and sales all along the way. Nearly every week, a brand unveils a new collaborative release with a celebrity, influencer, athlete, designer, or even another brand. Across fashion industries, companies have recognized the powerful marketing advantages of product drops and brand partnerships, frequently using them to generate headlines, build excitement, and bring creativity to their product lines.

Market Size of India Celeb Collaboration 

The celebrity collaboration market in India is expected to touch $300.5 million between 2025 and 2029. Its CAGR is projected to increase by 6.25 percent. The southern part of India is anticipated as the largest segment for the growth of the celebrity collaboration market. The internet category is the largest contributor to this market. 

Latest Trends for Celeb Collaboration

Here are some latest trends that have enhanced the game of celebrity collaboration. These noticeable trends have been brought after understanding the changes in consumer behavior, media consumption and business strategies. 

• Influencer Partnerships 

People having immense numbers of followers are the new target for many brands. Especially in fashion category, brands are increasingly collaborating with social media influencers who command large, engaged followings on platforms like Instagram, YouTube, and TikTok. 

• Limited Edition or Co-Branded Collections

Limited-edition releases featuring celebrities are being used by brands to generate urgency and exclusivity. Co-branded collections are a common component of these partnerships, giving celebrities the chance to express their creativity through limited-edition items or unique product designs. 

• Regional Celebrity Collaboration 

The impact of regional icons, including stars from Tamil, Telugu, Kannada, and Marathi films, is being acknowledged by brands. Regional celebrity collaborations have increased as a result of India's linguistic and cultural diversity. 

• Overseas Collaborations

 The influence of international pop culture, particularly K-pop, Hollywood, and global sports, has led to more overseas celebrity collaborations.

Top Celeb Collaboration in the Fashion 

1. Hush Puppies - Jim Sarbh

Hush Puppies, retailed by Bata India, has launched its PartyReady Collection featuring Bollywood icon Jim Sarbh. The line, perfect for festive occasions, combines stylish designs with Deep Comfort Technology, offering metallic mules for women and leather Oxfords for men. Prices start at Rs 3,999, available in stores and online.

About the Collection: The "PartyReady" collection is Hush Puppies' first festive footwear line, designed to offer comfort and style for celebrations. 

Collab Purpose: Hush Puppies chose Sarbh as the face of the collection because of his modern style and commitment to both style and comfort. 

2. Mia by Tanishq -  Zeenat Aman

Mia by Tanishq revives the Disco era with a new jewelry collection featuring 70’s cinema icon Zeenat Aman. Celebrating bold self-expression and glamour, the Mia Disco Collection blends retro style with modern elegance, appealing to both nostalgic fans and contemporary women. Available now, it’s a tribute to timeless empowerment.

About the Collection: For contemporary ladies, the Disco Collection provides fashionable and adaptable clothing. It has striking rings and earrings that are appropriate for both day and night and that speaks to ideas of individuality and freedom.

Collab Purpose: Combines elements of the Disco era with modern energy, appealing to both older audiences and today's youth.

3. UNIQLO - Kareena Kapoor and Sidharth Malhotra

UNIQLO India’s Fall/Winter campaign, featuring Bollywood stars Kareena Kapoor and Siddharth Malhotra, highlights cozy, stylish winter essentials perfect for the colder season. By blending Bollywood appeal with quality winterwear, UNIQLO aims to be India’s go-to brand for fashionable, functional winter clothing.

About the Collection: Kareena showcases the warm and cozy Fluffy Yarn Fleece Jacket, while Sidharth highlights the pufftech Parka.

Collab Purpose: Represent unique personalities that resonate with the ethos of LifeWear and each of their styles is a perfect representation of what Uniqlo stands for.

4. Gecko Jewellery - Laura Ashley

Laura Ashley has launched a 60-piece jewelry collection in partnership with Gecko Jewellery, inspired by its archival prints. Featuring sustainably crafted necklaces, earrings, and bracelets, the collection includes botanical designs and stones for versatile styling, adding elegance to both women’s and children's clothing lines.

About the Collection: The Camelot collection includes six pieces, designed as a luxury everyday range featuring botanical elements taken from one of the early Laura Ashley archival prints.

Collab Purpose: The range is launched in partnership with British jewellery company Gecko Jewellery and will be available for purchase through a network of UK independents, and online retailer Primrose Hill Jewellery.

5. Pacsun - Selena Gomez

Pacsun has launched the Rare DNM Edit Collection, donating 10 percent of sales to the Rare Impact Fund, founded by Selena Gomez, to support youth mental health initiatives. Featuring trendy denim styles for men and women, the collection aims to raise awareness and funding for mental health resources globally.

About the Collection: The Rare DNM Edit collection baggy denim in various washes. For men, it includes brown, black, blue, and grey jeans with classic and carpenter-style designs, plus matching denim gas jackets. Women’s offerings include low-rise and high-rise baggy jeans, no-rip classics, patchwork details, and a denim skirt set.

Collab Purpose: The Rare Impact Fund aims to raise $100 million to enhance mental health services and education for youth worldwide.

6. Miraggio - Sharvari

Miraggio has launched its A/W 24 collection, featuring Bollywood star Sharvari in the #MadeForMore campaign, celebrating ambitious women who defy boundaries. The collection showcases stylish and functional handbags, embodying empowerment and individuality, and encourages women to dream big and pursue greatness in all aspects of their lives.

About the Collection: The A/W 24 collection introduces Miraggio’s innovative new Signature lock, merging style and functionality. From classic totes to versatile crossbody bags, each piece is designed to accompany women on their journey to success.

Collab Purpose: The collaboration aims to empower ambitious women, celebrating their strength through the #MadeForMore campaign and showcasing Miraggio's innovative handbag collection.

7. MiniKlub -  Shahid Kapoor and Mira Rajput

MiniKlub has appointed Bollywood couple Shahid Kapoor and Mira Rajput as brand ambassadors to promote its mission of "Happy Parenting." Their partnership highlights the brand's commitment to providing quality baby essentials and modern parenting solutions, making it a trusted destination for families seeking comprehensive products for their children.

About the Collection: Providing the newest in newborn necessities, baby clothes, children's fashion, toys, footwear, baby care goods, and more, the business reaffirms its goal of being a one-stop shop for parents.

Collab Purpose: It is projected that this collaboration would have a major effect on the Indian parenting market by offering customers a large selection of superior items made for happy and simple parenting.

Celeb Collaboration: The Final Outlook

The landscape of fashion retail in India is increasingly shaped by celebrity collaborations, reflecting changing consumer preferences and cultural influences. These partnerships not only enhance brand visibility but also create meaningful connections with consumers. As the market for celebrity collaborations grows, brands like Hush Puppies, UNIQLO, and MiniKlub exemplify how strategic alliances can drive innovation and resonate with modern audiences. 

From humble beginnings in 2007 to a towering presence in the Indian fashion and accessories market, Brand Concepts has navigated a fascinating journey marked by evolution, resilience, and strategic pivots. In an exclusive interview, Abhinav Kumar, Whole-Time Director of Brand Concepts Limited, reveals how the company embraced the ever-changing market landscape to redefine itself as a go-to fashion brand, distancing from character licensing to build a legacy in lifestyle and fashion.

“The journey has been extremely good, and I’m a firm believer that you should enjoy the journey,” Kumar shares. His philosophy resonates throughout the company, where every pivot and decision reflects a focus on resilience and adaptability. Starting as a modest player with two brands— Spykar and Rocky S—Brand Concepts set out to make waves in the market. "From hits and misses to evolving as an organization, it’s been a great journey. We live by the philosophy of enjoying the journey," he adds.

The Early Days

In its early days, Brand Concepts operated within a limited scope. Focusing on licensing popular characters like Ben 10 and Spider-Man, the company quickly earned visibility and demand, especially in the children’s segment. “Our distribution journey started with school bags, and that’s how we made our mark across the country,” Kumar recalls. By adding Cartoon Network, Disney, and Marvel characters to its portfolio, the company became synonymous with high-quality character-based bags and accessories, winning the hearts of kids nationwide.

However, the character licensing business presented challenges that would soon compel Brand Concepts to rethink its strategy. “Character licensing was a very seasonal phenomenon, heavily skewed toward the school season,” Kumar explains. While demand for school bags peaked from January to March, business dropped off for the rest of the year. Add to that fierce competition and wafer-thin margins, and it became apparent that relying solely on licensed characters wasn’t sustainable. “With all the fakes and spurious products out there, it became difficult to maintain the integrity and profitability of the character-based products,” Kumar says.

Shifting Focus

The desire for longevity and sustained value led to a radical shift: instead of cashing in on fleeting trends in character licensing, Brand Concepts decided to stake its claim in the fashion world. “What we felt—and still believe—is that fashion was non-existent in the bag and accessories market,” Kumar explains. “All you would see were the blacks, browns, and other mundane colors. We asked ourselves: why not introduce style to this industry?”

With that question, the brand pivoted from character-based products to fashion bags and accessories, partnering with high-profile brands like Tommy Hilfiger to bring chic, high-quality products to Indian consumers. This partnership marked a significant milestone, enabling the company to capture a new demographic—style-conscious adults seeking trendy, yet functional accessories. “Fashion is about creating a sustained loyalty, evolving with consumer preferences, and building a brand that can last across generations,” Kumar states, underscoring the company’s mission to go beyond trends.

This shift proved transformative. Since signing Tommy Hilfiger in 2011, Brand Concepts has continued to expand its fashion portfolio, focusing exclusively on creating stylish, quality bags that meet the growing demands of the Indian market. “Fashion allows us to build a brand with sustained loyalty. Unlike character licensing, which focuses on the immediate, fashion is a journey with longevity,” Kumar affirms.

Role of Licensing in Building a Lifestyle Ecosystem

Licensing remains at the heart of Brand Concepts’ strategy, but the approach is distinctly different today. Instead of licensing fleeting characters, Brand Concepts now collaborates with global lifestyle and fashion brands to bring premium products to Indian consumers. “Every brand today wants to create a lifestyle ecosystem,” Kumar notes. “From a category-led brand, everyone wants to grow into a lifestyle brand—Apple is no longer just a computer company, it’s an entire ecosystem.”

According to Kumar, the licensing industry in India is only just beginning. “We’ve barely scratched the surface,” he says. With India’s burgeoning middle class, rising disposable income, and young population, Kumar believes the future is bright for licensing. “Over the next decade, we’ll see more brands coming to India. The country is one of the largest, youngest populations in the world, with consumption on the rise,” he observes.

The goal? To build a lifestyle brand that resonates across generations, creating a diverse ecosystem where products can range from bags and footwear to eyewear and watches. “The times are bright for the licensing industry. Brands are focusing on becoming lifestyle entities, not just selling products but creating an experience,” Kumar shares.

From IPO to Expansion

Brand Concepts’ strategic transformation wasn’t limited to product lines alone; the company also adapted its business operations to support growth. After a decade of steady progress, 2018 marked a pivotal moment when Brand Concepts went public with its initial public offering (IPO), listing on the Small Exchange Board. By 2021, the company had graduated to the main board, listing on both NSE and BSE, signaling its readiness to scale new heights.

The numbers tell a story of phenomenal growth. “In 2021, we were at around Rs 46 crores in turnover. By 2022, we jumped to Rs 86 crores, and in 2023, we reached Rs 164 crores. From 2023 to 2024, we’ve crossed the 250-crore mark,” Kumar reveals. In just four years, Brand Concepts has seen a fivefold increase in revenue, underscoring the success of its shift toward a fashion-led business model.

Kumar is clear-eyed about what drives this growth: a balanced focus on online and offline channels. “Digital is here to stay. We adopted e-commerce early, launching with Amazon in 2016, and today digital contributes around 40-45 percent of our business,” he says. This digital footprint includes marketplaces, the company’s website, and omnichannel platforms, while the remaining 55-60 percent of revenue is driven by physical stores and department chains like Shoppers Stop, Lifestyle, and Central.

100 Stores by 2025

Brand Concepts is accelerating its expansion plans across both online and offline channels. Currently operating 46 stores nationwide, the company aims to double that number within the next 18 to 24 months. “In the offline segment, we plan to increase our store count to 100, and we’re continually expanding our presence in major retail chains,” Kumar states.

This expansion will allow the company to tap into the growing demand for branded fashion accessories in smaller cities and towns, where aspirations for quality and style are rapidly rising. “The physical retail experience remains crucial, especially in Tier II and Tier III cities where consumers want to touch and feel the product,” Kumar explains.

Future of Fashion and Licensing in India

With its strong focus on building a lifestyle ecosystem and fostering brand loyalty, Brand Concepts is well-positioned for the future. Kumar’s vision aligns with the broader trend of global brands moving beyond product categories to become lifestyle entities. “Every fashion brand wants to be an ecosystem, not just a product,” he reiterates. For Kumar, the next 10-15 years represent a golden era for India’s licensing and branded fashion industry.

“The licensing industry is just beginning to take off in India,” he says. As the country’s economy grows and consumer behavior evolves, Kumar believes India will see more international brands establishing a presence here. “India is one of the most promising markets globally, with young consumers ready to embrace new brands and experiences,” he adds.

From an operational standpoint, Kumar is keen on building relationships with licensing partners to maintain brand integrity and value. “Building a sustainable brand involves nurturing consumer loyalty, working closely with licensing partners, and ensuring that we evolve in sync with consumer needs. It’s about building something that will last,” he emphasizes.

Building beyond Today

As Brand Concepts heads toward its next phase, Kumar remains focused on the legacy he wants the brand to leave. “This isn’t about the short-term; it’s about building a brand that people trust and identify with, year after year. Licensing characters can create quick wins, but fashion has staying power,” he says.

For Kumar, the journey is as meaningful as the milestones. Brand Concepts’ rise from a small player in character-based school bags to a leading name in fashion and accessories illustrates how resilience, adaptability, and a commitment to quality can transform a business. With a clear vision for the future and a steady focus on sustainable growth, Brand Concepts is set to continue its upward trajectory, reshaping the Indian fashion landscape one bag at a time.

With Diwali right around the corner, Mattel has dropped a cultural fashion bomb that’s lighting up the internet! On Friday, the iconic brand unveiled a Diwali Special Barbie Doll, and she’s a true showstopper. Collaborating with none other than world-renowned Indian designer Anita Dongre, Mattel’s newest creation is about to make waves in both the toy and fashion world!

In a statement, Mattel said they are committed to promoting cultural heritage through this stunning new Barbie. And what better way to do it than by celebrating Diwali — the festival of lights — with a doll that embodies India’s rich traditions? This limited-edition Barbie is adorned in a striking "Moonlight Bloom" set designed by Dongre, featuring a choli top, floral Koti vest, and lehenga skirt. With flowers like dahlias, jasmine, and the Indian lotus (symbols of strength and beauty) embroidered across the outfit, she’s a dazzling tribute to the festival’s radiant spirit.

Accessorized with shimmering gold bangles and earrings, this Barbie isn’t just about playtime—she’s a style icon. And the packaging? It’s as glamorous as the doll herself, with the box in the same rich color as Barbie’s ensemble, beautifully detailed with Dongre’s signature motifs.

According to Lalit Agarwal, a senior executive at Mattel India, this collaboration isn’t just about fashion—it’s about celebrating India’s vibrant cultural heritage on a global stage. And let’s not forget, Anita Dongre’s work is all about empowering rural women artisans and keeping traditional craftsmanship alive. With this Diwali Barbie, Mattel is not only making a fashion statement but also a meaningful one.

Brand collaborations between retailers and designers or celebrities have emerged as a powerful trend, blending unique creative visions with established identities. These collaborations offer a fresh perspective, attract new audiences, and elevate the overall market appeal. As we delve into this phenomenon, it becomes clear why brands and designers are increasingly joining forces to create something truly special.

The Motivation Behind Collaborations

For many brands, the motivation to collaborate with designers stems from a desire to offer something distinct and fresh to their customers. Akshay Narvekar, Founder & CEO, Bombay Shirt Company, explained, "At Bombay Shirt Company, you would normally design your shirt yourself, from beginning to end, just the way you like. Working with a designer like Arjun Khanna allowed us to give our customers something different, something with a distinct design point of view."

This sentiment resonates with Arjun Khanna, who sees such collaborations as an opportunity to push creative boundaries. "This is not just a capsule collection. It’s a unique long-term creative collaboration that leverages the unique strengths of our respective brands but with a shared sensibility on the customer experience we want to deliver stylistically," he said.

Similarly, Karan Johar, who collaborated with MyGlamm to launch a makeup collection, views such partnerships as a means to empower individuals. "With POUT, I wanted to create a collection that empowers everyone to embrace their unique beauty and make a statement with their lips," Johar noted.

Gauri Khan and Manish Malhotra's collaboration with Bonito Designs echoes this motivation. "Designing spaces has been a lifelong passion of mine, and joining forces with Bonito Designs aligns perfectly with my commitment to crafting beautiful spaces for people to live, work, and relish," she stated.

Key Factors in Choosing Collaborations

The selection of a designer for collaboration is a meticulous process, guided by shared values and complementary aesthetics. For Bombay Shirt Company, the decision to work with Khanna was clear. "When we knew we wanted a long-term design collaboration, there was only one name that was really on the table for us. With Arjun Khanna's innovative approach to design, avant-garde aesthetics, and a keen eye for detail, we knew working with him would be special," said Narvekar.

Khanna also emphasizes the importance of alignment in design philosophy. "The Arjun Khanna design philosophy has always been built around my passions to constantly push the boundaries, break the norm, and draw out an emotional response. With Bombay Shirt Company, a brand known for their tailored shirts for every occasion, the alignment was crucial," he highlighted.

Sukhleen Aneja, CEO of Good Brands Co., Good Glamm Group, highlights the strategic aspect of collaborations. "Through the #WhenInDoubtPout campaign, we aim to redefine a POUT as a symbol of confidence and style. MyGlamm is conceived with a vision of self-expression and confidence — it's not just a beauty brand; it's a celebration of individuality and empowerment," she explained.

For Gauri Khan and Manish Malhotra, the decision to partner with Bonito Designs was rooted in a shared vision. "Our collaboration has been dedicated to delivering consumers a bespoke experience that seamlessly combines aesthetics with functionality," she said.

The Benefits

One of the most significant benefits of these collaborations is the ability to reach new audiences. "Collaborating with someone new always opens the doors to new audiences. Each one reaches the other's audience in a very natural, organic way," Narvekar pointed out. This cross-pollination of customer bases is particularly effective when the target demographics are similar.

Khanna sees this as an opportunity to introduce his brand to new customers. "I expect this creative collaboration to give more men across India a greater appreciation for design and detailing and an incredible entry point into the world of Arjun Khanna," he said.

Gauri Khan and Manish Malhotra also see collaboration as a way to enhance brand offerings. “Our latest venture, 'World Designs,' allows us to incorporate global influences and individual aspirations into our creative process. Together, we are excited about the potential to redefine and elevate the world of design," she noted.

Measuring Success

The success of a capsule collection or collaboration isn't solely measured by sales. Customer feedback and engagement play a crucial role. "We know a collection is doing well by how fast it sells out and the feedback we receive from our customers. With this collab specifically, the feedback has been overwhelmingly positive," said Narvekar.

For Khanna, the emotional response of the customers is equally important. "Clients must take pride in wearing an Arjun Khanna creation and that rubs off on how they carry themselves. This holds for this creative collaboration as well," he added.

Aneja shares a similar perspective. "Through such collaborations, we aim to provide our consumers with an unparalleled opportunity to immerse themselves in the latest trends and pop culture conversations," she said.

READ MORE: Pride Marches to Merch: Brands Unveil Coolest Collaborations

Building on Success

Looking ahead, many brands and designers plan to continue their collaborative efforts, refining their approach based on past experiences. "Our collaboration with Arjun Khanna is going to be bigger than just this one drop. We'll be working together over the next year on multiple drops," revealed Narvekar.

Khanna is also optimistic about future collaborations. "I’m always excited to collaborate with brands that I am deeply passionate about and am, personally a customer of. What is a priority for me is shared values, a deep appreciation for each other's strengths, and trust that together we’re going to create something truly special that will delight customers," he said.

Johar echoes this sentiment. "This curation not only signifies the fusion of creativity and style but also reinforces the brand's dedication to redefining the beauty landscape in India," he concluded.

As Pride Month 2024 kicks off, brands across the globe are donning their rainbow colors and launching creative initiatives to support LGBTQIA+ rights. From fast food chains to fashion labels, companies are stepping up with unique campaigns and special products that celebrate diversity and inclusivity. Recently, Target Corporation, an American retail corporation announced that it will limit its number of stores which will sell LGBTQ-themed products following last year's firestorm over its decision to sell products designed for transgender people.

Its Pride merchandise is available in a select number of its nearly 2,000 stores and on its website this year, citing “historical sales performance.” It added that in addition to selling LGBTQ-themed home and food and beverage items, apparel from its Pride collection this year will be tailored to adults. No Pride apparel for children will be sold.

Target spokesperson released a statement, "Target is committed to supporting the LGBTQIA+ community during Pride Month and year-round. Most importantly, we want to create a welcoming and supportive environment for our LGBTQIA+ team members, which reflects our culture of care for the over 400,000 people who work at Target. We have long offered benefits and resources for the community, and we will have internal programs to celebrate Pride 2024."

Brands Connecting with LGBTQIA+ Community

According to activists closely working with the queer community, 10 percent of the Indian population is LGBTQIA+. However, there are no official demographics for the LGBTQIA+ population in India. The Government of India submitted figures to the Supreme Court in 2012, estimating about 2.5 million gay people in the country. These figures are based on the number of individuals who have self-declared to the Ministry of Health and Family Welfare.

Experts estimate that globally, the purchasing power of the LGBTQIA+ community is more than $3.7 trillion, motivating brands to make serious efforts to cater to them. Multiple brands in India and abroad are not only donating towards the social cause of supporting the LGBTQIA+ community but are also showing their support through Licensing and Merchandising (L&M) deals with renowned celebrities and community leaders.

In India, popular burger chain Wendy’s has collaborated with MindPeers to celebrate Pride Month. The collaboration “We Take Pride in Pride” aims to support the LGBTQ+ community with two special initiatives: Unlimited Counseling, which offers Wendy's community access to unlimited counseling sessions through MindPeers for the entire month of June, and the Queer Identities and Allyship Workbook, a specially designed workbook to promote understanding and support for queer identities and allyship.

Wendy's has designed customized packaging with a QR code that links to a special co-branded landing page. From this page, users can access the workbook and a button to initiate counseling sessions. Users can choose to download the workbook or proceed to counseling services.

A Wendy’s spokesperson said, “We are proud to partner with MindPeers for Pride Month. This initiative aligns with our commitment to diversity and inclusion, and we believe it will make a positive impact on our community.”

Kanika Agarwal, Founder, MindPeers said, "We appreciate the proactiveness that Wendy’s India has shown about this. Taking pride and being vocal about our community, our identities and our vulnerabilities has become important to address stigma. And this campaign is a testimony to that conversation."

Members of the LGBTQ+ community often experience "minority stress," a condition resulting from living in hostile environments as minorities. Common mental health issues within the community include depression and anxiety. This collaboration aims to offer free counseling to members of the LGBTQ+ community and Wendy's clientele, helping them begin their healing journey with MindPeers.

SKITTLES’ Pride Pack

Mars Wrigley’s SKITTLES is kicking off its annual Pride celebration by spotlighting the many interests, talents, and hobbies within the LGBTQ+ community. SKITTLES has teamed up with GLAAD, Meetup, and five local LGBTQ+ community groups to celebrate how human connections can help us all “See The Rainbow.”

SKITTLES has also released its annual limited-edition 2024 Pride pack, which celebrates the message of community. The pack was designed in partnership with female- and minority-owned production company, NERD Productions and their talented LGBTQ+ artists, to illustrate the dynamic individuals and diverse groups that make up the LGBTQ+ community. For the fifth year in a row, SKITTLES will donate $1 per every Pride pack sold (up to $100,000) to GLAAD in support of its ongoing efforts to increase visibility for the LGBTQ+ community through media. The pack release will be followed by a year of celebrations of local groups and communities that help fans "See the Rainbow."

 

 

 

 

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"We know the LGBTQ+ community is one that is comprised of strong, dynamic individuals with a wide array of interests and passions," said Gabrielle Wesley, Chief Marketing Officer, Mars Wrigley North America. "Our SKITTLES Pride pack and community celebrations are intended to inspire moments of everyday happiness by celebrating the LGBTQ+ community in a way that lets all unique colors shine."

"The year, 2024 is our fifth year partnering with SKITTLES, and we are thrilled by their unwavering support of the LGBTQ community," said Raymond Dooley, VP of Marketing at GLAAD.

Dooley added, "Here at GLAAD, we are proud to help the brand create connections for everyone this Pride, and always." While the SKITTLES Pride packs will only be on the shelf for a limited time this summer, SKITTLES will continue celebrating the LGBTQ+ community past Pride month in June.

Skullcandy’s Limited Edition Speakers

In celebration of Pride Month, Skullcandy unveiled its limited-edition All Love Terrain XL Wireless Bluetooth Speaker in partnership with To Write Love on Her Arms (TWLOHA), a nonprofit movement dedicated to presenting hope and finding help for people struggling with depression, addiction, self-injury, and suicide.

The limited-edition speaker is decorated with doodles to celebrate individuality, self-expression, and creativity, while the ombre colorway puts a fresh spin on the traditional rainbow. Each speaker comes with a beaded lanyard for easy carrying. A portion of the proceeds from the sale of the limited-edition All Love Terrain XL speakers will help TWLOHA fund mental health support programs designed specifically for the LGBTQIA+ community.

"Skullcandy actively champions mental health, with a focus on supporting programs dedicated to the LGBTQ+ community during this time of year," said Justin Regan, VP of Marketing, Skullcandy.

Regan said, "Through our longstanding partnership with To Write Love on Her Arms, we're able to raise awareness, provide critical mental health resources, and advocate alongside the LGBTQIA+ community."

Dockers X Rawley Clark

Dockers collaborated with artist Rawley Clark for its new Pride collection, which features five gender-inclusive styles inspired by love, community, and growth. Clark, whose artwork manifests the intersections of queer identity and Black womanhood, used whimsical graphics that nod to nature, the relationship between humans and Earth, and the cycle of inspiration for Black creatives.

The designs are done in an ombre palette that’s incorporated on T-shirts, a tank top, and pull-on shorts. Meanwhile, a lilac T-shirt features the Dockers logo designed in the Pride Progress Flag colors, which celebrate diversity in the queer community.

“With our longstanding support of the LGBTQIA+ community and our love for our hometown, it only made sense to feature an artist like Rawley. Tenderness, love, community, and support is something we all deserve each and every day, and Rawley’s work is the perfect expression of that," said Nic Rendic, Global Creative Director at Dockers.

Celebrating in Style

Celebrating its 10th annual Pride campaign, Converse continues its long-standing commitment to the LGBTQIA+ community through ongoing social and community-impact partnerships, as well as its annual Proud to Be collection.

In designing this year's Proud to Be collection, Converse LGBTQIA+ employees and allies infused it with a Western-inspired aesthetic that nods to the queer community's trailblazing spirit with a vibrant spectrum of colors that help empower individuals to stand out and live unapologetically.

Converse enlisted photographer Cully Wright, whose work embodies the meaning of creating space, to capture the essence of its 2024 Proud to Be campaign.  Wright said, "When we create a safe space to fully express who we are, we allow others to do the same. That's the goal. As I keep growing, I want to inspire people and evoke emotions. I want to tell stories and give people the space to feel. I think the more diversity showcased in art, entertainment, and media, the more opportunities for acceptance."

Wright's role in the campaign reflects Converse's aim to celebrate the community in meaningful ways by showcasing creators who are pushing boundaries in their fields and building a future where everyone can unapologetically be their full selves. For past Pride campaigns, Converse has worked with creative voices from the community across music, fashion, and sports, including Big Freedia, Richie Shazam, Alexis Sablone, and Munachi Osegbu.

NYX X House of Avalon Collective

NYX Professional Makeup is tapping into its core brand values of inclusivity, authenticity, and diversity by teaming up with members of the House of Avalon collective for its 2024 ‘Family Can’t Be Framed’ Pride campaign.

Members of the House of Avalon collective, which is a group of drag queens, stylists, and creatives, including 'RuPaul's Drag Race' winner Symone and finalist Gigi Goode, celebrity stylist Marko Monroe, co-founder Hunter Crenshaw, makeup artist Riley Holden, drag queen Grant Vanderbilt, and social media personality Caleb Feeney, professional football cheerleaders Napoleon Jinnies, Jose Capetillo, and Eswinn Diaz, LA LGBT Center members Jack Alghannam, Mark Chavez, Heather Torres, Roblez, Daniella David, and Rhanyon Orosco.

 

 

 

 

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"To us, family isn't always defined as the people who are related to you," said Marko Monroe, House of Avalon member. "Family is, most importantly, the people in your life who are honest, unconditionally loving, and will be there for you no matter what."

"We are proud to highlight chosen families in celebration of our 'Family Can't Be Framed' Pride campaign this year, and continue our always-on brand commitment behind Proud Allies for All," said Andrea Muguerza, VP of Marketing at NYX Professional Makeup. Muguerza said, "We want to emphasize the importance of inclusion and acceptance of the LGBTQIA+ community and their chosen families as an essential support system."

India's culinary landscape is experiencing a significant evolution, celebrity chefs are emerging as pivotal figures in brand collaborations across various segments of the food industry. From limited-edition releases to Fast Moving Consumer Goods (FMCG), chefs are increasingly becoming the face of renowned brands, leveraging their credibility and fan base to drive sales and enhance brand perception.

The surge in demand for premium and artisanal food experiences has fueled this phenomenon, with brands capitalizing on the popularity and expertise of celebrity chefs through licensing partnerships. Particularly noteworthy is the post-COVID spike in collaborations, as many chefs in India attained household name status during this period.

Consumers Trust Chefs

Organic Tattva's collaboration with Michelin Star Awarded Chef and Health Enthusiast Vikas Khanna stands out as a prime example. Together, they promote organic flour and pulses, aiming to raise awareness about organic food consumption on a larger scale. Khanna says, “Today, the world is moving towards organic food. This collaboration is to spread awareness on a large scale for people to consume organic food. Organic Tattva is deeply connected with the farmers and has the true essence of going back to our roots.”

Elaborating on the brand collaborations, Khanna said, “I have seen a drastic shift which was predominantly acquired by actors and sports personalities. Earlier, actors were selling food products by endorsing those brands. But now brands have understood that chefs are the right face to gain consumer trust. Also, during and post COVID, chefs have become more professional and are now part of the aligned chain.”

Khanna cites social media as one of the major reason for such transition, he said, “People started asking questions to celebrities whether they knew to cook food when they endorsed brands which involved cooking or food products.We have seen a huge change in the brand’s perspective as they realize that for example a Hollywood actor like Tom Cruise cannot sell Basmati Rice for them. I think this change has occurred mainly due to social media. We are seeing many big brands approaching chefs for brand endorsements and collaborations instead of movie stars or other celebrities.”  

Brand Leveraging on Expertise

Chef Harpal Singh Sokhi, known for his iconic catchphrase "Namak Shamak Namak Shamak Dal Dete Hain," has also forged successful partnerships with brands such as Borosil, Ching’s Secret, and Paras Ghee. Reflecting on the symbiotic nature of brand collaborations with chefs, Sokhi said, “I would say that the trend of brand collaborations with chefs was started by Sanjeev Kapoor. I started my own brand later, which was a sort of mistake but now I understand the module so well that the owner of a certain brand would not understand the nitty gritties behind the right product market fit while there are handful of chefs who now understand the taste profile and requirements of Indian consumers very well. Brands today can exploit these expertise of chefs very well.”

Sokhi further said, “People today believe in chefs and brands today want to leverage on our following. I was the first to enter into frozen category in Australia 11 years back and it became a huge success. As chefs we know what exactly the market wants and the brands want to utilize the expertise to build great products.”

When asked how does these deals work for chefs in India, Sokhi explains, “As a chef if one understands to play a longer game and pick royalty or equity to gain monetary benefits but also has patience to wait for longer period (for gains) than it can be a good deal. But if one doesn’t want to wait for longer period can go ahead with brand endorsements. It purely depends on the appetite of the chef.”

Sokhi further said, "Post COVID we saw many people showing their expertise in cooking food on social media platforms. But believe me, chef is someone who has sweated out in some good hotel unlike few home chefs who grew during COVID due to their content.  For chefs like us, we had a fan base since past one decade due to television shows. Moreover, my social media platforms gained huge traction due to my content during COVID. We became more relevant for brands and this is the reason that brands look upon us to take their products in every household.”

Trust is the Key Factor

Renowned chef and Padma Shri Awardee Sanjeev Kapoor recently ventured into partnership with major player like BigBasket,for its frozen food products under the brand Precia. Kapoor emphasizes the importance of consistency, quality, and catering to diverse tastes across regions in India's evolving culinary landscape.

During the launch of the product, Kapoor said, “I would say that the expertise of our team and team BigBasket has a chance to grow this product in the market which is the best chance that this country will see. I would love to see and taste dishes from different parts of India with consistency and quality and we are trying to make it happen. Today, India is changing and has diverse tastes across regions.”

When asked about the unique selling proposition (USP) of Precia in a competitive market, Kapoor humorously attributes it to his own endorsement and reputation. With over a decade of collaboration with the TATA Group, Kapoor underscores the mutual trust between himself and consumers, reinforcing his role as a trusted authority in food recommendations.

Kapoor said, “The USP is Sanjeev Kapoor and I have been recommending products which are good for the consumers. When people ask me which oil should be consumed, i always tell them they should consume the product on which my photo is on the packaging (laughs). I have been with TATA group on the food side for more than ten years now. I once asked officials from TATA why do you need me onboard because I already had around 25 endorsements but when they responded that consumers trust me more when it comes to food and that mutual respect got me onboarded with TATA Group.”

The growing trend of celebrity chefs playing an influential role in shaping consumer preferences and brand perceptions is poised for further innovation and collaboration in the years to come. It would be interesting to witness more brands especially in the food and grocery segments joining forces with renowned chefs to create unique brand stories. 

With the 2024 General Elections just a month away, the sale of political merchandise has surged on both offline and online platforms. Multiple online touchpoints such as Amazon and Flipkart, the NaMo app, and various other websites are offering merchandise from parties like BJP, AAP, Congress, and the Samajwadi Party, among others.

The NaMo app and its merchandise website boast an extensive range of products, including T-shirts, mugs, notebooks, badges, wristbands, keychains, stickers, magnets, caps, and pens adorned with slogans such as 'Modi ka parivar,' 'Phir ek baar, Modi sarkar,' 'Modi ki guarantee,' and 'Modi hai toh mumkin hai.' 

E-commerce platforms are catering to diverse political supporters with merchandise like keychains featuring the Samajwadi Party's logo, TMC AC Adapter Night Lamps, and CPI (M) bonnet flags. The online platforms are selling BJP's dream catchers to AAP's logo on vintage maritime clocks and Congress' signature scarf, these online platforms provide a wide array of election-themed products.

According to Statista, over 550 billion Indian rupees were spent in the 2019 Lok Sabha elections in India. Over a twenty-year period involving six elections, expenditure has increased by around six times. The ruling party BJP held a major share in election expenditure, with around 275 billion Indian rupees, followed by the leading opposition party Congress.

Economists predict that spending by political parties for the 2024 General Elections could exceed Rs 1 lakh crore. "Since the 2014 elections, we have witnessed a drastic shift towards the digitization of elections in India. From the online sale of political merchandise to heavy advertising spends on digital platforms, political parties are targeting younger generations with quirky merchandise and ad campaigns," said a senior political analyst.

He further added, "Merchandise such as flags, scarf/stoles, and basic T-shirts were common among supporters of political parties. However, today, multiple brands have entered the segment with new product categories. The political merchandise market in India is highly unregulated and seasonal. Roughly estimating, based on active voters in India (61 crore) in 2019, the political merchandise market size is around Rs 5,000 crore in India."

A senior party member from BJP in Maharashtra stated, "Our party supporters are purchasing merchandise from multiple sources. As a political party, we have certain restrictions on our campaign spending. We are delighted to see multiple brands and sellers offering our political merchandise."

The Lok Sabha polls are scheduled to be held in seven phases, commencing on April 19, with vote counting slated for June 4. This marks the world's largest democratic exercise, wherein Prime Minister Narendra Modi will seek a third consecutive term. Subsequent phases will take place on April 26, May 7, May 13, May 20, May 25, and June 1.

In the beauty universe, where trends shimmer and consumer preferences sparkle, the newest stars are the collaborations with celebrities and the infusion of Korean beauty into diverse markets, which have now become transformative strategies. While both may seem different at first, at a closer look, both celebrity brands and Korean brands have one thing in common – they both stand for holistic living.

The Celebrity Impact

The foray of Indian celebrities into the beauty business underscores the transformative power of personal brands and the influence these stars wield over consumer choices. Bollywood celebrities bring not just their fame but also their unique perspectives and preferences to their beauty brands, creating a diverse and dynamic market.

The allure of these celebrity-backed beauty brands lies in the promise of authenticity and the opportunity for consumers to connect with the stars on a more personal level. From Deepika Padukone's 82OE to Katrina Kaif's Kay Beauty, each brand reflects the individuality of its celebrity founder, resonating with fans and beauty enthusiasts alike. The B-town’s beauty boom is not just about makeup and skincare; it's a celebration of individuality, empowerment, and the ever-expanding definition of beauty in the modern era.

For instance, Sunny Leone’s Starstruck is a story of collaboration and a fusion of elegance and expertise. The brand's partnership with the prestigious salon chain, Looks, has redefined beauty standards. Sunny, the founder of Starstruck, envisions the brand as a staple in every Looks salon. The collaboration with Looks goes beyond the ordinary; it's about creating something different and unique. The star emphasizes, "Looks Salons have a certain level of how they do hair, makeup, and their technicians. Everybody is super on par with everything else that's happening in the world." This harmonious synergy results in an immersive beauty experience that turns each visit to Looks into a journey of self-expression and glamour.

The Starstruck-Looks collaboration isn't just about makeup; it's a lifestyle, an aesthetic, and an immersive experience that leaves everyone truly star-struck. Sunny Leone's vision transcends the conventional, aiming to break barriers and set new beauty trends. This collaboration celebrates individuality and style, reshaping beauty norms with a shared commitment to uniqueness and sophistication. As Sunny Leone envisions Starstruck becoming an integral part of every Looks salon, the collaboration stands as a testament to the transformative power of partnerships in the beauty industry.

K-Beauty Conquering India

The influx of Korean beauty brands in India is reshaping the beauty landscape, introducing consumers to innovative products, advanced formulations, and a holistic approach to skincare. Several Korean beauty brands have recognized the vast potential of the Indian beauty market and have strategically entered the scene, catering to a diverse range of consumers. The popularity of K-dramas and K-pop has significantly contributed to the rise of K-Beauty in India. The flawless and luminous skin of Korean celebrities has become an aspirational standard, driving Indian consumers to explore Korean beauty products.

AmorePacific, the company that has brought top Korean brands, such as Innisfree, Laneige, Etude, and more, embarked on a journey of diversification through licensing and collaboration that showcased strategic marketing brilliance. Their recent collaboration with Mentos, for instance,  resulted in the creation of the No-Sebum Mineral Powder, a product that not only addressed skincare concerns but also appealed to the aesthetics favored by the younger demographic.

Mini Sood Bannerjee, Assistant Director and Head of Marketing at AmorePacific, elaborates, "Taking advantage of the round shape synonymous with Mentos, we crafted a product that tapped into the growing fascination of Gen Z and millennials with Korean beauty brands." This ingenious move demonstrates how diversification through licensing can lead to the creation of unique products that resonate with the preferences of specific consumer segments.

Understanding the preferences of the target audience is crucial in diversification efforts. AmorePacific recognized the affinity of Gen Z and millennials towards Korean culture, becoming a driving force in the success of its expansion into India. By aligning the product design with current trends and cultural nuances, AmorePacific effectively broadened its consumer base, showcasing the power of strategic marketing in capturing the hearts of diverse demographics.

However, the journey wasn't without challenges. AmorePacific faced hurdles in marketing and operations while navigating the diverse Indian market. Mini notes, "Overcoming initial hurdles in 2013, we navigated through the complexities of the market, demonstrating resilience and adaptability."

The Key Drivers: Marketing and Content Parity

Recognizing the importance of marketing and content in establishing a strong foothold in India, AmorePacific leveraged digital marketing and content creation to resonate with the target audience. The company understood that "content is king" and used it as a powerful tool to communicate its brand story effectively.

Beyond marketing, AmorePacific focused on building robust operational capabilities, understanding that seamless operations are the backbone of any successful venture. Ensuring availability, distribution, and supply chain efficiency contributed to the brand's sustained growth in the Indian market. Mini asserts, "Our foray into the Indian beauty market stands as a testament to the power of diversification and strategic marketing."

The influx of K-Beauty brands has encouraged other international and domestic brands to adapt and innovate. The emphasis on skincare as a form of self-care and the acceptance of diverse beauty standards are enduring legacies of the K-Beauty phenomenon in India.

The Protagonist Co-stars

Limited edition is not a new concept. It’s a tried-and-tested formula that can be as effective now as it ever was. The science behind the success of limited-edition products is the beauty of it being scarce and the fear-of-missing-out is very real. Take for instance the newest collaboration between MyGlamm and Karan Johar. Packaging his famous selfie pouts, the brand has come up with a luxury collection of POUT lipsticks that are now selling like hot cakes. Sukhleen Aneja, CEO of Good Brands Co and Good Glamm Group, elaborates, “The crowning achievement for us in 2023 was the brand’s role as the official beauty partner for the blockbuster film "Rocky Aur Rani Kii Prem Kahani”. Collaborating with filmmaker Karan Johar led to the creation of a luxurious line of lip-plumping lipsticks, MyGlamm POUT by Karan Johar.” Such was there collaborative efforts that the company reported a remarkable surge in revenue, exceeding an impressive 100 percent year-over-year growth! 

However, there is a flipside to every success story. Collaborating with celebrities or other well-known brands might sound great, but unless there is some sort of link between the collaborating parties, it can leave consumers cold. The branding and production of limited-run products need to be carefully planned. Slapping a limited-edition label on standard packaging as part of a poorly thought-out strategy won’t go over well with anyone. Additionally, while it can be tempting to extend product runs when sales are strong, but the short-term gains of doing so can do long-term damage to future limited edition lines. FOMO is like a magic spell that relies on triggering a specific impulse in a consumer. If that consumer starts to doubt the legitimacy of that limited edition label, even subconsciously, the spell is broken!

In a thrilling development within the sneaker industry, Urban Islander, a multi-brand apparel and footwear collection by Limited Edt, has announced its debut in India through an exciting licensing collaboration. While former US President Donald Trump took sneaker heads by surprise by introducing Never Surrender High-Top, a striking gold-colored sneaker featuring the American flag which was unveiled at a recent sneaker con event.

The global sneaker market has been booming, with a total revenue of approximately $72.7 billion in 2022. Projections suggest this figure will surpass $100 billion by 2026, showcasing the immense potential and growth of the industry.

Footwear continues to be heavily purchased item for Americans, as highlighted by the Footwear Distributors and Retailers of America (FDRA). In 2022 alone, the US imported 8.1 pairs of shoes per capita, with annual sales exceeding $104.6 billion.

Meanwhile, the Indian footwear market reached a value of $15.1 billion in 2022. Forecasts from IMARC Group anticipate significant growth, with the market expected to reach $31.2 billion by 2028, demonstrating a robust compound annual growth rate (CAGR) of 12% during 2023-2028.

Building Vibrant Sneaker Community

Mark Ong aka Mr. Sabotage, the creative force behind the "Urban Islander" collection, boasts an impressive portfolio, including collaborations with renowned athletes like Kobe Bryant and Steph Curry, as well as leading brands such as Nike SB, Puma, and New Balance.

Established in 2003 by Mandeep Chopra, Limited Edt has been a stalwart in Singapore’s streetwear scene for over two decades. Chopra said, “India holds immense potential, and with family ties, it was a natural choice for Limited Edt’s expansion. We aim to engage with the vibrant sneaker community in India, providing unparalleled access to unique products.”

He further said, “The strategy includes fostering long-term relationships with the local sneaker and streetwear community, pushing the envelope and advancing the sneaker and street fashion scene in India. This marks the beginning of our journey in India. While anticipating more stores in the future, we’re focusing on building a solid foundation, one step at a time.”

Lim Kean Bon, Area Director, India, South Asia, and Africa, Singapore Tourism Board, expressed excitement about Limited Edt's venture into India. "We are thrilled to see this special Singapore collection being launched in India for the first time. India's vibrant retail landscape presents an exciting opportunity for Singapore’s homegrown sneaker brand, Limited Edt, to connect with sneaker fans here.”

He further said, “We hope Indian sneaker fans will enjoy shopping this exclusive collection, designed in collaboration with renowned sneaker designer Mr. Mark Ong, and also experience the Limited Edt distinct lifestyle concept that is a testament to Singapore’s vibrant retail landscape,” As Limited Edt aims to bridge the gap in India's sneaker market, Chopra shared, "India deserves attention from global brands. We want to push these brands to bring their top-tier products to India. It's not that India lacks demand; it's time they pay more attention to our vibrant market."

PUMA India Sets Benchmark

In another exciting collaboration, PUMA has ingeniously crafted special collaborations both globally and locally, such as the Fenty x PUMA collection launched in collaboration with the pop star Rihanna or the One8 men’s collection with the Indian cricketer Virat Kohli. These collaborations have helped the brand establish both global and local connections to not only expand its footprint but also gain market share in India. PUMA has also released limited-edition collections in collaboration with Dua Lipa and Neymar Jr.

Shreya Sachdev, Head of Marketing at PUMA India, stated, “We have seen a surge in the sales of our limited-edition sneakers and other collections that we launch in collaborations. People want to collect limited editions and the newest drops. Such collaborations were earlier popular in the West but came in full throttle in India. Our collaborations, such as with SpongeBob, Pokemon, and high-end streetwear designers, among others, have worked differently across our categories and are always in high demand.”

Elaborating on collaborations with celebrities, Sachdev said, “Our recent collaboration with Virat Kohli to create the brand One8 signature line brought Virat's vision of colors, fabrics, and designs that he enjoys wearing, to his fans. Such high-octane collaborations enable fans to enjoy wearing products liked and made by their favorite celebrities.”

Skechers' Collaborative Growth

Skechers recently announced record annual sales of $8 billion for 2023, with a YoY increase of 7.5 percent. Its Direct to Consumer sales grew by 24.3 percent. Robert Greenberg, Chief Executive Officer of Skechers during the earnings call said, “Skechers’ new annual sales record of $8.00 billion was the result of the broad acceptance for our products worldwide, our loyal and growing consumer base, the cultivated relationships with our partner network, and our determined and dedicated team.”

He further said, “We had also introduced partnerships and a capsule collection with Martha Stewart and Snoop Dogg, who appeared in a joint Super Bowl campaign. Skechers Performance signed Europe’s top goal scorer for 2023, Harry Kane, as well as other premier players for the launch of Skechers Football. We further expanded our product offering and elite-level roster with NBA players Julius Randle and Terance Mann, both competing in Skechers Basketball.”

Recently, Skechers had announced that it has joined forces with Belgian artist, Vexx, a creative artist who has captured the digital universe, galleries and museums across three continents. The fourth installment of footwear from the Skechers Artist Series, the Skechers x Vexx collector’s capsule features the creator’s signature “doodles,” known around the world, integrated within Skechers footwear and apparel.

“As an artist, it’s been a priority for me to create without compromise, and Skechers celebrates that philosophy,” says Vexx. “They collaborate with diverse artists and give them the freedom to explore. It’s unique for a brand of this size to let independents drive their collections in new directions. Footwear as a canvas is interesting when you think of people from all walks of life walking in your art. That’s exhilarating and inspiring.”

Eyeing Mega Share

Meanwhile, Vedang Patel, Aditya Sharma, Harsh Lal, and Rohin Samtaney, founders of the omnichannel lifestyle D2C brand The Souled Store recently raised INR 135 Cr in a strategic round led by Xponentia Capital. Existing investors Elevation Capital and RPSG Capital also took part in this round.

The Souled Store started in 2014 as a branded merchandise specialist but diversified into casual wear, athleisure, loungewear, footwear, and bags in the past few years. It currently holds licensing agreements for branded merchandise featuring 300+ characters from Disney, Warner Bros, World Wrestling Entertainment (WWE), the Indian Premier League (IPL), the English Premier League (EPL), and more.

As per media reports founder Vedang Patel claimed that the D2C brand has hit an ARR of INR 400 Cr (in GMV) for FY24, eyes a 15% EBITDA margin and aims to cross INR 1K Cr in GMV in the next three years. 

Today, countless fashion brands have chosen to create capsule collections celebrating famous ambassadors. Both Louis Vuitton and Adidas, chose to team up with Kanye West to release limited-edition footwear.

The eyewear market in India is saturated with both well-established and modern eyewear brands. The need to distinguish themselves from the competition has led many eyewear brands in India to embrace licensing strategies. Their goal is to strengthen their brand connection with consumers and align with the concept of building a community.

According to Statista, in 2024, the revenue generated in the eyewear market of India is estimated to be $6.10 billion. It is anticipated that the market will grow at an annual rate of 7.54 percent, representing a Compounded Annual Growth Rate (CAGR) between 2024 and 2028.  On the other hand, the revenue in the sunglasses market in India amounts to US$1.64bn and  is projected to grow annually by 7.74% (CAGR 2024-2028). By 2028, the sunglasses market is expected to have a volume of 149.4m pieces.

The French multi-national lensmaker- EssilorLuxottica, In India, its manufacturing operations is twofold. One — a frame manufacturing facility in Rajasthan, Bhiwadi, which produces Ray-Ban and more — which caters to the Indian domestic market, primarily for the Indian military, and so on. Second, it has over 85 labs in India for the purpose of coating the lenses and produces close to a million lenses annually.

The brand's portfolio includes Ray-Ban, Oakley, Persol, Oliver Peoples, Vogue Eyewear, Arnette, Alain Mikli, Costa, Native Eyewear and Bolon. Prestigious licensed brands are also part of the EssilorLuxottica family, including Giorgio Armani, Brunello Cucinelli, Burberry, Chanel, Coach, Dolce&Gabbana, Ferrari, Michael Kors, Prada, Ralph Lauren, Starck Biotech Paris, Swarovski, Tiffany&Co., Tory Burch and Versace. The brand made a significant growth in the Indian market.

Challenging the Cluttered Market

The Indian eyewear market generated $5.58 billion of revenue in 2023 while if compared to the revenue of the US market which generated $30.88 billion in 2023. In India, 80 percent of the eyewear market is controlled by unorganized segment. Major brands in India are banking on the huge market potential with an idea to make a mark in the organized segment.   

Ganko India acquired the rights for Nickelodeon characters to launch eyewear products for children in 2012. The SpongeBob SquarePants, Dora the Explorer, and Garfield are iconic brands that resonate with children every day through content on the Nickelodeon channel on TV. Dia Kothari, Marketing Head, Ganko India, explained, "These brand icons are very fun, educative, and vibrant, and children love to associate and connect with these characters. This affinity has helped us position Nick Eyewear as the 'Must Have' eyewear for every household. Sales for well-known licensed brands like Nick Eyewear make it easier to position and sell in this challenging and already cluttered eyewear segment."

Kothari further stated, "These products contribute a significant share to our eyewear business, as the brand name provides us with a USP and differentiating X factor for selling this branded eyewear to children. It has helped us to create a niche for Ganko in the premium eyewear category for children across India."

Fostering Sense of Identity

Opium recently launched limited edition sunglasses with Marvel’s Captain America theme, having earlier introduced products around Marvel’s Black Panther: Wakanda Forever. For Opium, licensing eyewear products contribute 8 percent to the overall revenue.

Moreover, Opium has previously licensed Park Avenue, Provogue, and recently acquired the license for Royal Enfield. The licensed eyewear products contribute 3-4 percent to the overall Indian eyewear industry.

Elaborating further, Ronak Sheth, Founder, Opium Eyewear, said, "We worked in collaboration with Anaita Shroff Adajania a couple of years ago and have been licensing Marvel characters for the last two years. Acquiring licenses for iconic characters like Marvel’s Captain America enhances Opium’s brand by injecting excitement and interest. These characters serve as alter egos for consumers, fostering a sense of identity and community. The limited-edition nature of these collaborations positions Opium as a trendsetter and creates desirability in the market."

Sheth added, "From a business perspective, these limited-edition collaborations command a higher price point, attracting a discerning clientele and introducing Opium to a new customer base. Acquiring licenses for iconic characters strategically positions our products as exclusive collectibles, contributing to increased revenue and brand appeal."

Creating a Trend

Fastrack recently introduced its Thor-themed watches, having previously launched collections for Batman, Wonder Woman, Coke, Game of Thrones, and Marvel. Additionally, it unveiled the Cerame collection, catering to young customers who desire evolved fashion and premium looks.

Ajay Maurya, Head of Marketing and Product, Fastrack, stated, "The retail industry in India is moving incredibly fast in the premium space, whether in Fashion or Electronics. Brands are catering to an audience willing to spend, as long as the products are differentiated and have a luxe appearance. In terms of creating an aspirational identity and social signaling, especially in the realm of fashion, consumers are considering global design aesthetics and want to experiment with those looks without having to pay international prices. Hence, many brands are jumping in to cater to this need."

Maurya further emphasized, "Brands like us benefit from such collaborations by connecting to new communities built around new fashion and fandoms. These collaborations help a brand bring in new consumers across sub-cultures. Moreover, limited edition products build aspiration and buzz around collections."

Incorporated in 1978, Siyaram Silk Mills is gaining strength in the textile industry by adopting omnichannel retail strategies. The textile brand recorded Rs 2300 crore in revenue in 2023 and aims to achieve double-digit growth in FY24-25.

In 2015, Siyaram Silk Mills acquired ownership rights to manufacture and market the Italian lifestyle brand CADINI in India, Sri Lanka, and a few other countries in West Asia. CADINI launched its first flagship store in an affluent neighborhood of Colaba in Mumbai. Siyaram's has sub-brands such as Oxemberg, J. Hampstead, Mozzo, Inspiro, and Tessio that cater to a diverse audience.

Discussing CADINI's brand journey in India, Prashant Awasthi, Assistant Vice President at Siyaram's, stated, "We have a comprehensive brand portfolio suiting multiple income groups. For us, CADINI is a brand as popular and famous as other Italian brands like Gucci or Armani. The last three years for CADINI have been phenomenal, showing triple-digit growth year over year. This is one of the best-performing brands for the overall group and has yielded us good results."

Elaborating on the brand licensing market in India, Awasthi said, "Brand licensing is a growing trend in India, and we have observed that licensing of characters is mostly done by brands newer to the apparel space. In the future, depending on consumer insights, we can definitely opt for buying licenses to connect with Gen Zs and millennials. But for now, we are promoting brands within our overall portfolios."

With an aggressive approach to cater to Gen Zs and millennials, Siyaram's has aggressively tailored its marketing strategies. The brand is no longer limited to traditional media but has recently shown a tremendous presence on digital media platforms, especially on OTT platforms during the IPL.

Awasthi said, "Oxemberg is a brand that caters to young consumers, and we have also changed our communication and messaging to connect with the young."

Labels awards 2021 Virtual, the largest Licensing Conference and Awards in the country that recognises excellence in the industry, powered by License India  — the web portal of India’s first licensing media services company — was conducted on February 25, this year. LABELS stands for Licensing across Animation, Brands, Entertainment, Lifestyle and Sports and is all about recognising  the achievers in the mentioned fields.

The full list of all the award winners at the fourth edition of Labels, is here. More than 2,000 manufacturer and licensees participated at Labels 2021 Virtual, and there were over 40 award categories and 25 outstanding speakers.

Before we tell you the winners, here are the award categories at Labels 2021 Virtual to recognise and honour the best in the brand licensing industry. Broadly, the awards are under ‘Brand Licensor’, ‘Brand Licensees’, and ‘Special’ categories.

Here is the full list of winners:

At Labels 2021 Virtual, Flipkart was awarded the ‘Licensee of the Year’ under the Licensee of the year category.  In the electronics category, the award was bagged by Super Plastronics Private Limited. Toyzone Impex Private Limited was awarded ‘Licensee of the Year’ in the toys and games category, Puma India in footwear category, and Myntra Designs Private Limited in the fashion accessories category.

Mr. Nihal Rajan, Vice President, House of Brands - FK Group accepted the award for Flipkart, Mr Sanjay Mehndiratta; Director for Toyzone Impex Private Limited.

Balenzia won the award for the ‘Best Brand Licensed Fashion Accessories. While Bata India bagged the ‘Retailer of the Year’ award at the Labels 2021 Virtual, Harley Davidson India bagged the award for the ‘Most Popular Youth Brand’. Mr. Pankaj, Mr. Vijay & Mr. Ullas from BATA India and Mr. Imran Qadri, Marketing & PR Head - Asia Emerging Markets & India, Harley-Davidson Motor Company from Harley Davidson India accepted the awards.

‘Most Powerful Brand of the Year’ at Labels 2021 Virtual was Reliance Jio. Sh. Abdhesh Singh; Regional Business Head, Reliance Jio accepted the award for the brand. ‘Most Powerful Brand of the Year - Emerging’ was bagged by boat.

Netflix India was chosen as the ‘Most Engaging Brand on Social Media’.

The award for the ‘Best Production House of the Year’ was bagged by WhiteAppleLLP and the award for the ‘Animation Studio of the Year - Emerging’ was bagged by Digitoonz Media and Entertainment Private Limited. Mr. Vikas Kumar, Founder and CEO, Digitoonz Media Entertainment Pvt ltd received the award for the latter and Ms. G Shruti, Director; White Apple LLP for the former.

The award for the ‘Most Resilient Brand of the Year’ at the Labels 2021 Virtual went to Topps India and the award for the ‘Content Platform of the Year’ went to SonyLiv. Mr Hansal Julka, Brand Manager; Topps India and Ms. Chandan Sawant, Head-PR & outreach, Sony Liv accepted the awards for the brands, respectively.

AltBalaji’s ‘Mentalhood’ won the award for the ‘Best Content IP of the Year’. AltBalaji also won the award for the ‘Brand with Cult-like Following’.

The award for the ‘Emerging Influencer of the Year’ went to Nowmax.In in the infotainment category. Mr. Madala Bharath Kumar; Managing Director; Nowmax.in received the award for the brand.

The award for the ‘Licensor of the Year’ under the character and entertainment category was bagged by Green Gold Animation Private Limited, NBA India under the sports category, Perry Ellis under the lifestyle category, and Marie Claire Paris under the publishing category. The awards were accepted by Ms. Anvita Prasad, AVP Licensing and Merchandising; Green Gold Animation Private Limited for Green Gold Animation Private Limited, Mr. Mark Bezodis; Licensing Managing Director; Perry Ellis for Perry Ellis, and Mr. Roberto Bré, co-founder and CEO; Private Collection & Co for Marie Claire Paris.

Disney India was awarded the ‘Licensor of the Year’ at the Labels 2021 Virtual, and the deal between Bata and Coke in the retail segment bagged the ‘Deal of the Year’ award. The awards were received by Mr. Sanjeet Mehta; Executive Director & Head, Consumer Products; Disney India and Mr. Matteo Lambert; Design & Collection Head; BATA India for their respective brands.

The conference and awards proved to be a great platform for our nominees and winners to meet virtually and once again celebrate the growth and challenges faced by us all in the past year.

The year 2020 was a year of uncertainty, fear ad challenges for companies across industries,not only in India but globally. Economic activities halted for the entire duration of the lockdownimposed by the government to contain the spread of the pandemic. While recovery in demand was seen during the festive season starting the month of October, sustenance of this demand is what the industry and the overall economy require right now in order to go back to the pre-Covid times, as we call it. Consumer spending, which is one of the most driving forces for global economic growth, is also falling drastically. All this and more has affected the overall licensing and retail industry and the forthcoming Union Budget 2021 is the only ray of hope for the falling industry.

Accordingly, the primary expectation from the budget include an appeal to the government to take steps to improve disposable income of consumers, reduction in Goods and Services Tax (GST) rate, aligning income tax slabs, and long-term reforms like formulating reforms/ laws that could facilitate ease of doing business, raionalisation of licensing process for new companies entering India, digitisation of the entire process of retail expansion or collaboration which will help the new entrants in obtaining licenses in lesser time and with ease. Anuj Kejriwal, CEO & MD, ANAROCK Retail, agrees, “The retail and even licensing industry was one of the worst-affected in 2020 due to the Covid-19 pandemic. Even though we saw some green shoots of revival in the festive quarter of Oct-Dec, the sustenance of demand is crucial for the revival of this industry in the near future. Therefore, it is imperative that the government announces measures that will help increase disposable income and thereby bolster demand. Besides, the government must rationalise the licensing process which inevitably will help in ease of doing business and also help new entrants. Other than this, we also expect the government to continue its digital push.”

Also, since there is huge under penetration of the organised retail industry in India, the industry is also expecting more focus on improving infrastructure, both physical and digital and removing supply chain inefficiencies to incentivise retailers to enter into remote areas of the country. This would also help international brands entering the country. Ishaan Sachdeva, Director, Alberto Torresi, says, “Foreign investors should be encouraged to invest in India by providing certain tax incentives. The government should make the procedure to licensing more quick and efficient, and should provide one step acceptance.Furthermore, imports are still lacking, as the businesses have unsettled after the pandemic. The government should provide subsidiaries and incentives for the establishment of new ventures, which can act as a substitute for imports. The government could also bear the costs of projects so that it attracts more and more people to set up their ventures, maybe in full, or at their maximum capacity.”

Clarity on National Retail Policy

Greater clarity on the implementation of the National Retail Policy, which will direct more focus on ease of doing business by rationalising the licensing process, improving infrastructure access and overall modernisation of all the processes, is also on the list of demands. Akhil Jain, Executive Director, Madame, maintains, “Hon’ble Finance Minister Nirmala Sitharaman has promised a 'never before' Union Budget to steer the pandemic-battered economy and push for growth, so it adds to the expectations. Besides other things like reduction in GST rate and personal taxes, incentivising consumption, consideration to the textiles ministry proposal to develop seven Mega Integrated Textile Region and Apparel (MITRA) parks by 2025-26, clarity on the implementation of the National Retail Policy, which proposes to focus on ease of doing business by rationalising the licensing process, improving infrastructure access and overall modernisation of retail among others, is also expected. This budget will be a benchmark on how the industry evolves and grows to post the most calamitous challenge the world has faced in a century.”

Stringent IP protection laws

Aadarsh Technosoft Pvt. Ltd. is a global Media & Entertainment, EdTech driven company and has developed popular Intellectual Properties like Purple Turtle which has exposure to 25 countries, among other properties. Talking about the overall licensing industry in India and the expectations it has from the upcoming budget, Manish Rajoria, Director, Aadarsh Technosoft Pvt Ltd., asserts, “Licensing is a service industry which helps the manufacturing industry tremendously. And going by the ‘Make in India’ campaign, if the government wants to boost manufacturing in the nation, they need to encourage licensing and this can be done by introducing the GST or also by making people aware what licensing really is. As one of India’s first IPs to go global, I want to appeal to the government to incentivise homegrown IPs with adequate support system, policies, laws, etc. Right now, we have very lax laws for IP protection.”

Reform in FDI policy

According to experts, the government might liberalise the FDI regime through this budget and raise the current FDI limits from 49 per cent to 74 per cent of paid-up equity capital. This would further bring more investment to the country. The Government’s twin vision of becoming a 5 trillion-dollar economy and building an ‘Atmanirbhar Bharat’ will depend on how we invest today. Manish Rajoria adds, “FDI policy reform is welcome because this will not only bring more money in the country but will also add a lot of value, in terms of experience of these organisations. I would also like to add here that licensing as an industry is at the cusp of growing and multiplying, and is slated to bring in a lot of investment which will ultimately increase local manufacturing giving boost to ‘Make in India’ campaign. My request to the finance minister is to introduce a package which would help or bail out companies who are into business of licensing and support them in whatever financial ways possible.”

Furthermore, since the overall industry – be it licensing or retail or manufacturing – has faced more challenges than ever before due to the pandemic and ensuing lockdown, its only natural that the country is looking forward to the Budget 2021 with much more anticipation and is hoping that this budget will be a way forward towards neutralizing the impact of Covid. All eyes are on the finance minister who is all set to present the budget on 1 February.

India took a while in establishing itself as a retail destination and a business friendly country and it has very recently leapfrogged 79 places from 142 to 63 in the World Bank’s ease of doing business rankings and while the ongoing pandemic definitely has had its effect on the country, India has continued to remain one of the favourite markets for many countries. If we go by the data from before Covid times, according to GlobalData, the Indian retail sector is expected to grow at a compound annual growth rate (CAGR) of 10.4 percent between 2018 and 2022. Furthermore, the country is constantly pushing itself to become one of the favourable markets for foreign brands. In that effect, the Ministry of Commerce of India has announced a slew of relaxation on FDI investment in single-brand retail, in order to encourage investments and to ultimately create employment opportunities and the measures being taken by the government sure is yielding results. India received US $ 2.73 billion of foreign investment in the month of August 2019 as compared to US $ 2.54 billion in the previous year.

Even as India is constantly putting in efforts to become a global economy, strengthening its trade ties with different countries, Japan has been truly fascinated by the growth potential of the fashion and lifestyle industry here and is rapidly cosying up to India. And while the Japanese brands are eyeing the Indian market, Indians too have caught the fancy of Japanese brands, Japanese inspired designs, lifestyle and even Japanese technology. So much so that contemporary clothing brand Superdry too has gained traction due to its vintage American and Japanese inspired graphics. A number of Japanese brands in the likes of Onitsuka Tiger, Miniso, Uniqlo, Wacoal, Muji, Usupso, Owndays, Kai Group, among others already have presence in India while many others are planning to enter this market in the coming months. And not only in the retail segment, but also automobiles, electrnics or other equipments, Japanese companies have been entering the country in herds. Sanjay Malhotra, Business Head - India, Owndays, says, “We are thrilled to be opening yet another outlet in India and our product has been loved by Indian youth and matured alike. The fact that we are even opening during the Covid environment shows that we are bullish about Indian market as we have been received exceptionally well in the country.”

Why India?

With advancements in technology and digital space, licensing and merchandising has dynamically changed in India and now with a favourable policy for foreign companies, international brands are strategizing on India via licensing and this has further helped the industry evolve. According to a report, the size of the domestic licensing industry is about Rs. 4,000 crore, of which 80 per cent is ruled by characters and entertainment segment. According to a recent LIMA report, in terms of market size, entertainment licensing is valued at US $ 406 million, fashion licensing at US $ 594 million, and sports licensing at US $ 30 million. India has also managed to create great Indian IPs while also bringing global IPs within the country. Japanese characters like Hello Kitty by Sanrio Inc, Pokémon, Super Mario, Doraemon, among others have a huge fan base in India already.

Japan also introduced Indian audiences to anime, which is the Japanese form of ary produced keeping in mind the audience consisting of all age groups. While India grew a fascination towards the anime series like Beyblade, Doraemon, Pokemon, Dragon Ball, etc., the audience were unaware of the fact that these infact were anime and not cartoons. It took quite some time for most of India to distinguish anime from the regular cartoons but it still has a long way to go in the country. Interestingly, Variety reported that the viewership for the anime category on Netflix doubled across many regions in Asia and the world for the year 2020. Pokémon: Mewtwo Strikes Back – Evolution was the most beloved title in Malaysia, Singapore and India, while Thailand watched Howl’s Moving Castle, the Philippines preferred Weathering with You, Hong Kong and Indonesia turned to A Whisker Away, and Taiwan’s favorite was Demon Slayer: Kimetsu no Yaiba.

Furthermore, Japan based Nintendo’s Pokémon GO (developed and published by Niantic) broke all records after it was launched in 2016. It was the most downloaded, topped the most international charts, and grossed $100 million in a mere 20 days.

So, we see how India has and is continuously attracting Japanese companies to enter and explore the domestic market, but what really is facilitating the overall process? According to McKinsey FashionScope, India is expected to welcome more than 300 international brands in the next two years and a number of these brands are Japan- based. India is definitely taking the centre stage among the other Asian countries in terms of economic expansion. For one, Uniqlo which entered the Indian market in October 2019 expects India to outpace China and its home country in about a decade to become its largest market. Shantanu, Head of Marketing, Uniqlo India, asserts, “There are three components which fall in place right now. The first component is the consumer taste and evolution for accessibility of our philosophy; we are a very simple brand but offer high quality. Secondly, I think the Government policies have been a great enabler for us, so much so that we applied for entering India in January 2018, and within only 20 months, we are here with our first store. I don’t think there is a better example of ‘ease of doing business’ than this mammoth scale of operation. Also, the Government’s move to relax the FDI norms and to liberalise its single-brand retail policy will enable the company to accelerate its growth in India. All these components – our readiness, consumers’ readiness and the micro-macro economics – facilitated our entry to India. For Uniqlo, India is kind of No.1 in terms of strategic priority across the globe. India has a huge middle- class, growing consumption, economy which is growing fast and will continue to grow, extremely high quality talent and the kind of opportunity that India provides makes it a preferable location to have a presence in. In fact, in our endeavour to be No.1 apparel brand in the world, India is the key building block to achieve that goal.”

Furthermore, India and Japan have had close civilizational ties for over 1400 years and the collaboration between the two countries is spread over a wide range of areas. The influx of Japanese companies in India is only strengthening various sectors across the home country.

What will it take to sustain?

The economic relationship between Japan and India have steadily expanded and deepened over the recent years. The volume of trade has increased and direct investment from Japan to India has also increased drastically. Japan was the 4th largest investor for India in FY2019 and the Japanese private sector too is showing enormous interest in India and an impressive 1,454 Japanese companies have branches in India today. While there had been a boost in the relationship between the two countries under Japanese PM Shinzo Abe, his successor Prime Minister Suga Yoshihide is likely to continue with Abe’s policies, particularly in the international arena, which has come as a relief for companies in both these countries. With the current situation due to the ongoing pandemic, Suga is likely to focus on domestic issues and the region and retain Abe’s foreign policy.

It is worth noting here that Japan has been allowed to invest in the Andaman & Nicobar Islands and northeastern region of India which is a no-go area for other countries. This and many other factors have been a major push for the Japanese brands to enter India’s retail landscape and invest in the country.

Even as the advantages are as many and relationship is as cordial, there are disadvantages and challenges as well. India is an established market with a number of homegrown as well as international brands having already established their presence in the country. Therefore the Japanese brands, in order to sustain, need to invest in brand awareness, customer engagement and loyalty and offer what makes them different from what is already being offered in the domestic market. Muji’s spokesperson for India maintains, “Muji products vividly embody both our design methods and overall philosophy. Our products are a result of careful elimination and subtraction of gratuitous features and designs unrelated to function. Muji aspires modesty and plainness, with a deliberate pursuit of the pure and the ordinary to achieve the extraordinary.” Furthermore, India is a land of diverse population and this necessitates any international brand to curate their offering for this market and Uniqlo India has done just that with its India- specific collection of ‘Uniqlo Kurtas’ which better associate with its consumer group in the country.

Reducing demographic dividend of Japan has led to a lot of new companies in the country look out for new markets outside of Japan and India happens to be a land of opportunities for these firms.  Indian government’s pragmatic thinking on FDI policies, etc., is also encouraging stakeholders to source their global procurement requirements from India, thereby giving boost to manufacturing within India as well along with retailing. 

With “The Souled Store” having reached great heights as a business and a millennial sensation with pop culture merchandise; we sat down with Co-founder and Director Harsh Lal to talk about the success and other aspects of the business. IP licensing to sell authorized merchandise in return for royalties is not exactly a terrain many start-ups have succeeded in, in the past.

Although we see new licensing enterprises commonly today, a chat with Harsh reveals aspects of the industry when it was new and unexplored. He was candid about “The Souled Store” journey and his personal journey with the fandom driven business.

The Souled Store Journey 

Having rendered over 150 licenses from top brands - Marvel, DC, sports and much more, Harsh recalls the first F.R.I.E.N.D.S license that gained a phenomenal response with the authentic merchandise release coinciding with reruns of the show. The “Souled Store” founders saw the potential for the same and a lack of genuine products in the Indian market.

“There was no one who was fulfilling the demand of a great product with good design and quality at a price that is affordable. We’ve had a tremendous journey. While there were lots of ups and downs initially, character merchandise and pop culture merchandise as a business model was something we were very confident of,” he said.

Since the 2014 F.R.I.E.N.D.S license they have expanded to a variety of sectors - Characters, Artists and Sports and went on to beat the minimum guarantee requirements for over 150 national and international licenses. Harsh speaks about the essence of a brand that resonates with consumers and weaves in their faith. 

“Every single day, you will see an ad of a new company selling licensed (or unlicensed) merchandise. The barrier to entry is very low so a lot of new brands are entering the market. Brands need to define their philosophy and vision so that they are able to deliver to their clients in the best manner. Another massive change has come about has been post our work with IPL teams that has opened up a new market for us altogether. Our association with Mumbai Indians, Chennai Super Kings and others has helped acquire a lot of new customers.”, he said.

Evolving Employees and Customers

The Souled Store working environment is one with true passionists that resonate with everything in pop culture, and thus convey it in the best ways. He describes the attention to detail , including customised replies from the customer relation team based on the fandom. With licensors working in tandem with them their authenticity is conveyed even better.

“We do not take a license for just the brand value, it has to make some commercial sense for us as well. And if we are confident that we can meet the minimum guarantee and do justice to the IP, only then do we go ahead with it. We are proud of the fact that we have always met the Minimum guarantee on all the 150 licenses till date. This happens because we are all fans of pop culture.”, he said.

He also recognizes the evolving customer base in India. He describes the old trends of either relying on a relative abroad for an original piece of merchandise or perhaps getting one from the fake market. The new age consumer is willing to spend for quality and authenticity, and thus licensing has an opportunity to flourish. 

“The Indian consumer base is definitely shifting from a discount or sales driven to a value driven proposition. The first thing is to understand if there is a demand for a particular IP and if we can do justice to the same. Fan requests are kept in mind. If the requests are consistent for 2-3 months, then we find out who is the licensor of that particular IP and initiate conversations.”, he said.

A Homegrown Indian Brand

When asked about the take of the licensing industry on “Atmanirbhar India”, Harsh emphasized on the upward trend in the licensing domain that still doesn’t have a set industry mechanism to support it.

Being relatively uncharted waters, it is only recently that more brands have started getting into ventures for licensed merchandise. He talks about the system gaps and the backlashes faced with such a venture.

The biggest gap is not the lack of IPs, but the fact that we have not developed it yet. Counterfeits are also a big problem that we have faced. The biggest issue was that you either had a very expensive original product available or a counterfeit. One thing that has helped us beat the counterfeit market is our price point. The quality we offer and the price point we offer it at, for many people who were willing to get a counterfeit don’t mind spending a few extra rupees to get our products that are significantly better as far as the quality and design are concerned.”, he said.

He concluded by describing licensing enterprises as an exciting space to work in. For those with an inkling to get into the business, the right time is now! Harsh advises to have realistic expectations, take on brands that you can genuinely support, and expand slowly as per your customer base.