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New Delhi, April 5Archies Entertainment and the licence and merchandising division of Star India will jointly plan the popular comic books' publishing, television, and home entertainment activities in India. Apparel, accessories, social expressions, school supplies and home furnishing categories targeting teens and tweens are all on the agenda, according to a company statement.

"The appeal of Archie and his Riverdale friends is timeless, and commands a larger fan base than ever before, making Archie an evergreen brand that licensees can truly build a business upon," said Mr Steve Herman, President of the New York-based company, who was in India recently. "Star and its partners see immense opportunity and share Mr Steve's vision of making India the star of the Archie business map," said Mr Ajay Vidyasagar, Executive Vice-President, Star.

Sixty-five and running (the comics book was first published in 1941), Archie and his high school gang of Betty, Veronica and Jughead continue to reflect popular American fashion and attitude among teenagers and are expected to do the same with young Indians.

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