Salman Khan’s apparel brand Being Human, set up for charity, is really scaling up. The line, launched a week ago in India, will unveil its online store in April. The launch is part of the brand’s efforts to cash in on the Bollywood superstar’s huge fan following on social media sites.

 

“There are at least 20 million people who follow Salman Khan on different social media sites,” said Manish Mandhana, managing director, Mandhana Industries, the licencee partner for Being Human. “Most people are buying online and it’s going to be the future.”

“There are small cities in remote places spread across the country where Being Human stores may take a long time to open but the aspiration levels there are quite high,” he added.

The Bombay Stock Exchange-listed company has tied up with  a domestic and an international player in the e-commerce space for the launch.

Being Human is Salman Khan's charitable foundation, whose line of T-shirts is popular among the youth. The brand is eyeing 150 Being Human stores by 2014, of which 50 will be company-owned while the rest will be franchisee-owned.