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TOTAL LICENSING
A GROWING LICENSING MARKET
The licensing industry in India is grow� The Animation sector While fashion licensing is not new to
ing at an incredible rate and licensors, A quick glance at the Indian anima� India it is only now that retailers are
manufacturers, and retailers are pair� tion industry shows how rapidly the realizing the potential of licensing op�
ing up with full enthusiasm to leverage industry is growing in the country. portunities in creating a point of dif�
the power of licensing across all cat� There are about 300 animation com� ference from their competitors.
Gaurav Marya
egories. Indian consumers are becom� panies employing 12,000 people and Also, India has a large number of fash�
President
ing increasingly sensitive to the latest 3,000 freelancers in India. There are ion shows. The fashion infrastructure
License India
market trends and licensed products now more ways to consume anima� is booming in the country and the
www.licenseindia.com
are appealing more than ever to tion content than ever before with recession is working in favor of India
young consumers. The article discerns more than 300 TV channels, increasing which happens to be the best place to
what makes licensing a hot property accessibility to the Internet, prolifera� provide couture at prêt prices.
in India. tion of mobile devices and increasing Another aspect of fashion licensing is
popularity of mobile, video and com� streaming from where Indian Design�
A growing market for character
puter games. ers are licensing their name as well as
licensing
In India the industry value was pegged designs for creating co�branded mer�
The licensing industry in India and
at US$ 375 million in the 2007 chandise enabling the fashion designer
China has bright prospects. Its large
financial year, registering a growth to share their design acumen with the
population accounts for 37% of the
of 24% over the previous fiscal year, leading brands across several other
world’s population. Also, the vast ma�
with the entertainment segment verticals like watches, jewellery, foot�
jority of India’s $75�$100 million in
contributing nearly 68% of the total wear brands, etc.
retail sales of licensed merchandise is
market in India. Coming forth as win�win relationship,
in children’s properties.
Exports, mostly to US and Europe, it works as the secondary revenue
Over the last three years, the mer�
accounted for more than 70% of the generator for the designer while re�
chandise licensing business in India
revenues in 2006. The global animation ceiving world�class marketing support
has been growing at more than 50 per
market from a demand perspective, from the brand owner and, on other
cent. Popular comic characters have
was estimated at US $59 billion in hand, the brand receives image uplift�
become an effective mode for boost�
2006 and is expected to reach US $80 ment while rolling out new product
ing merchandise sale. Total character
billion by 2010. line in ally with the designer.
licensing sales in India are estimated

at US $125 million.
The Gaming Sector Celebrity licensing
Today Indian fashion companies are
The Indian gaming industry was Celebrity licensing is going to rule the
hot on striking licensing deals as it
estimated at nearly US $48 million in next era of marketing concepts in In�
enables a brand to capitalize on the
2006. But, nearly 20% of this revenue dia because of its enormous potential
popularity of a celebrity or charac�
is taken by international players based as the most effective tool for building
ter � or another brand � to reinforce
outside India. up connectivity with customers.
brand image, create recognition and
The worldwide gaming market (from Whether it is Indian movie stars or
build brand equity. Lately, a slew of
a demand perspective) stood at US Indian cricketers, celebrities are lev�
activities can be seen on this front.
$21 billion in 2006 and is expected to eraging brand value in the gaming,
Disney Consumer Products occu�
reach US $42 billion by 2010, growing education, food service, fashion retail
pies the foremost position in licensed
at a CAGR of nearly 19 percent over sector et al.
merchandise and in terms of charac�
2006�2010.
ter franchise. Mickey and Minnie from
Bringing it all together
Disney’s stable alone generate 43% of
Fashion Licensing License India, India’s only licensing so�
its revenue. On a different note, the
Indian apparel, footwear and jewellery lution provider, is making it all happen
Popeye character generates sales in
accessories manufacturing companies by bringing together the stakeholders
excess of $2 billion annually – indicat�
are making waves with their licensing to create the licensing revolution in
ing the prospect of licensing business.
agreements. India.
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