Percept eyes Bollywood film merchandise

MUMBAI: Percept is planning to launch exclusive Bollywood Merchandize by summer 2008, and has roped in Indian designer Ashish S Soni to design the same. Plans are to invest Rs 30 – 40 million (Rs 3 – 4 crores) in the initial phase.

Percept Holdings joint managing director Shailendra Singh said, “Bollywood merchandise is just the first of many things to come from the unique Bollywood experience that we are bringing to India. The target audience has clearly been demarcated and while we will cater to both international and domestic markets, we will look at a 70:30 ratio in terms of target marketing. The international market has been exposed to the concept of merchandising and is a much more mature market than India; the domestic market is still nascent, but I am sure that in due course, the concept of merchandising will be lapped up by the consumers in a big way.”

Percept plans to create over 100 products in the initial stage of development and will be retailed across leading stores like Pantaloons, Lifestyle and Hypercity amongst others and will also be showcased and sold at airport lobbies across India. The merchandize pricing will range between Rs 5 – 2000, and will showcase a host of products including T-shirts, P-caps, mugs and more.

Singh added, “We will pump in investments of around Rs 3 – 4 crores at the development stage of this project. Ashish knows the taste of the audience and brings with him tremendous talent and experience. He understands the business and its potential and we are proud to have him on board with us to handle the designing of the merchandise.”

With The Return of Hanuman, Percept will have over 200 different Hanuman products available in the market.

Soni added, “The whole world is looking at Bollywood today. This is an excellent opportunity for India to showcase Bollywood through merchandizing to the international markets and tourists. A consumer today would like to ‘experience and consume’ Bollywood in all its possible forms: hear, see, eat, drink, wear, experience; and Percept has provided a great opportunity to create these exclusive trademarked Bollywood merchandize which people can now own or possess.”

Percept had earlier announced the launch of its “Bollywood Experience,” which aimed to provide Bollywood Cafes, Walk Throughs, Hall of Fame, Bollywood Museums, Bollywood Theme Park, Merchandising and a host of other experiential offerings for the visitors. The project envisages the first such model to be set up in Mumbai followed by a roll-out on a national and global scale.

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