Film-based merchandise at Shoppers Stop

Converting the King Khan and Deepika Padukone mania into a business opportunity, Shoppers Stop is connecting with young customers through movie merchandise based on films such as Love Aaj Kal, Karthik calling Karthik, and Om Shanti Om. Shoppers Stop is looking at film-based merchandise as a new way to connect with its customers, but not as a major source of revenue.

The retail chain is now working on the IIFA Bling range where clothes similar to those worn by the stars at the IIFA awards ceremony would be merchandised at Shoppers Stop. This range would be available on the shelves in 4-6 weeks' time.