The Hindu Business Line : Star TV's soap icons, a recipe for merchandise rollout

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New Delhi Feb. 26 The audience may not have seen Tulsi and Parvati in their kitchens very often, but if the screenplay of Star TV's popular soaps have not given them the opportunity, the network's Licensing and Merchandising division may get the actresses to share their favourite recipes soon.

From DVDs of Star Rasoi to furnishings, sarees to accessories, the network is all set to bring Star merchandise to stores this year.

"Our research shows that television is the big reference in the average woman's life today," says Ms Nanette D'Sa, Senior Vice-President-Licensing and Merchandising, Star India.

The broadcaster believes with the retail and television boom, licensing and merchandise is a much stronger prospect today.

"I believe if we do it right, we could be a significant player in the game," says Ms D'Sa.

Starting with bath and bedding range for homes in association with the makers of Portico furnishings — Creative Mobus Fabrics Pvt Ltd, the broadcaster is targeting women under the brand name Star Parivar.

It will simultaneously leverage the huge popularity of its children's programmes such as Sonpari, Lucky and Prithviraj Chauhan for a range of apparel to be marketed by the children's wear retailer, Lilliput.

Star already has its Spring-Summer style guides in place. While Kyunki Saas Bhi ... has predominantly Gujarati motifs, Sonpari inspired girl's line is all about pastel colours, roses and bows, with an ethnic twist, and boys will be dressed in a sporty collection, based on the adventures of Lucky.

"It's a little early to talk about revenues," says Ms D'Sa.

However, the fact that the broadcaster does not dismiss the idea of Star Parivar stores is indicative of how bullish it is about merchandising.

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