HindustanTimes Fri,19 Sep 2014

Brand Elvis Presley to shake a leg in India

Himani Chandna Gurtoo  New Delhi, August 14, 2013
First Published: 21:58 IST(14/8/2013) | Last Updated: 22:01 IST(14/8/2013)

You may soon get to buy sweatshirts with classic song titles such as Suspicious Minds and Heartbreak Hotel, signature portraits of Elvis Presley on sweaters and tees, and denim jackets with the phrase “Love Me Tender” printed on the back, at an Indian outlet.


One of the most significant cultural icons of the 20th century, Elvis Presley is referred to as “the King of Rock and Roll” and some of his greatest hits include Heartbreak Hotel, Don't be Cruel, Love Me Tender, All Shook Up.

Credited with changing the American pop culture, Presley died of a drug overdose in 1977.

Elvis Presley Enterprises (EPE), a company that conducts business and manages assets of legendary Elvis Presley, is all set to bring Brand Elvis to India in categories ranging from apparel, accessories, stationery, collectibles, personal care and other segments.

At present, Indian consumers get these products shipped directly from the US.

"Though the company's major markets are the US and Europe, we are now looking to enter India," Susan Meek, vice-president, international licensing, EPE, said in an email to HT.

“Our entry will allow Indian consumers easier access to a wider variety of Elvis merchandise,” said Meek.

“We are confident of establishing a great presence in the marketplace soon.”

EPE will enter India in partnership with Bradford License India, which will act as Elvis’ representative in the country to identify licensing opportunities for EPE.

“With a special focus on the youth segment, we aim to launch a licensed line for the Elvis brand in India in a variety of categories,” said Chitra Johri, vice-president, Bradford License India.

EPE is looking at partnerships with credible retailers or manufacturers who can get the brand a good retail presence across India.

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