MUMBAI: Rajesh Metal Industries has entered into a licensing rights agreement with IPL team Kings XI Punjab to produce select merchandise and market them under their HotMuggs Brand.
They will do this through their own network of malls, supermarkets, book stores, cafes, music shops, multi brand outlets, gift and novelty stores.
Kings XI Punjab is part of the eight competing teams promoted by The Indian Premier League. It is held and promoted by a consortium which includes actor Preity Zinta and industrialists Ness Wadia (Wadia Group); Karan Paul (Apeejay Surrendra Group) and Mohit Burman (Dabur Industries).
The initial range of merchandise would include Lassi Glass; Mugs; Badges; and Special Autographed Merchandise and Collectors’ Merchandise. HotMuggs is present in nearly 45 cities through leading malls, multiplexes and bookstores where the merchandise shall also be available.
Rajesh Metal Industries managing director Rishi Jain said, "We want to leverage our experience in the field of Licensing and Merchandising and are quite upbeat about the popularity of the DLF Indian Premier League in general and the Kings XI Punjab in particular. Our range of drinkware and allied products is positioned as youthful, energetic and funky and targeted this at everybody who loves the game, and its icons."
Hot Muggs plans to promote the merchandise through a multi-channel promotion campaign with emphasis on below-the-line activities and contact programs with the end customer. The company has been involved in merchandising with companies like Yash Raj Films for movie Fanaa and Balki’s Cheeni Kum.
Kings XI Punjab CEO Neil Maxwell said, "Kings XI Punjab is a people’s team. We are looking forward to expanding our team through the sale of our merchandise amongst fans and supporters. We will have various options on sale soon locally and over our website – www.kingsxipunjab.com."
Kings XI Punjab will be led by Yuvraj Singh, who is also the icon player and captain. At the helm is Coach Tom Moody.