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Jewels for soccer studs

Football fever has its share of exclusivity in the form of official jewellery, explains Sonal Srivastava.

india Updated: Jun 20, 2006 16:37 IST

How far would you go to keep the memories of this FIFA World Cup with you?

Probably, you’d buy imitations of caps and jerseys of the players as souvenirs. How about silver pendants and diamond studded jewellery?

Star studded A rather uncanny as pect of the World Cup 2006 extravaganza is all about jewels —- diamond studded miniatures of football and sterling silver pendants.

An Indian firm, Nitya Enterprises, has become a licensee of the 2006 FIFA World Cup Ger many with rights to manufacture Official Licensed Products under the jewellery category.

The firm’s 2006 FIFA World Cup collection includes sterling silver pendants, bracelets and limited edition football miniatures.

For record, Nitya Enterprises, which sells online, is the only licensee of the 2006 FIFA World Cup Germany in India and the only one in the world in this category.

India not ready However, these products don’t have many takers in India. Says Nitin Gupta of the firm, “We’re the official licensee but our main market is not India as there aren’t many takers here.

On the other hand, Europeans are aware of these products which are sold outside the stadiums in Germany.”

Indians, clearly, know where to put their money. We might live, eat and sleep cricket, but would not want to spend a fortune on a diamond studded miniature bat or ball.