Besides lifting the spirits of a billion Indians, the Indian cricket team’s rousing win over Pakistan has led to a million spin-offs. Sachin Tendulkar T-shirts, commemorative cola bottles, mugs, official music tapes, we’re talking big-time merchandising here.
The Indian team’s colours are suddenly a huge fashion statement. The sale of team T-shirts has crossed the 3.5 lakh mark, and the cash registers are still ringing.
Among the big scorers is Pantaloon, which has the sub-licensee rights in apparels. “We sell keychains, bags, caps, ties and bats, but it’s the replica of the original Indian cricket team’s T-shirt (only Rs 299) which is bringing home the booty,” says Kishore Biyani, Pantaloon MD.
According to him, Rs 8 crore has been generated through sales of T-shirts manufactured by Pantaloon and other brands like Sport King, Oswal Group and Indigo Nation. If India wins the cup, the figure might shoot to Rs 16 crore, says Biyani.
Says Hemant Dua, general manager, Advent-Lowe, licensing and merchandising agents for the subcontinent: “The sale of merchandise after India's victory over Pakistan has been phenomenal.”
For those who find the price of the official T-shirt a bit too steep, there are the knock-offs. Sweatshops have flooded the markets at Janpath, Sarojini Nagar and Karol Bagh with fakes for as little as Rs 100.
{{/usCountry}}For those who find the price of the official T-shirt a bit too steep, there are the knock-offs. Sweatshops have flooded the markets at Janpath, Sarojini Nagar and Karol Bagh with fakes for as little as Rs 100.
{{/usCountry}}Biyani feels there’s little that can be done to stop the attack of the clones. “By the time you take action, the Cup will be over,” he says. The unorganised sector has sold over a million World Cup T-shirts.
Also banking heavily on spin-offs is Pepsi, which has come out with limited edition products like commemorative 250 ml bottles, @Rs 12, with images of cricket stars.
Archies is selling a range of mugs stamped with the ICC’s official zebra logo. In the entertainment sector, Nirvana Music has come up with the official music album Khel Re.