The Hindu Business Line : Star strikes merchandising deal with Big Bazaar

Mumbai, Dec. 14 Star India is getting ready to make a major foray into the booming retail market. Ethnic wear such as sarees and salwaar kameezes worn by characters in the Star network’s soaps and talent shows will now be available at the Future group’s Big Bazaar stores across the country.

Star India has struck a licensing and merchandising agreement with Big Bazaar to vend ethnic wear through exclusively branded counters under the name of Star India Parivaar.

Mr Prem Kamath, V-P Marketing of Star India, told Business Line, “We have tied up with Big Bazaar for a licensing and merchandising deal based on our popular soaps and serials. Star merchandise from our popular shows such as Nach Baliye will soon be available at the Big Bazaar stores.”

National roll-out

Big Bazaar currently has 75 outlets and Star would start a national roll-out of its branded merchandise this Christmas.

The Star branded merchandise would premier at the Mumbai stores before it is made available at the remaining Big Bazaar outlets. While Big Bazaar would have the onus of manufacturing and retailing the Star merchandise, the media company has taken charge of all branding initiatives to be undertaken at the Big Bazaar stores.

Mr Rajan Malhotra, CEO, Big Bazaar, said: “Star would have its registered trademark and own the labels. We expect to have basically ethnic ladies wear such as sarees, salwaar kameez and dress materials under its brand which would be sold at separate display areas under the name of Star India Parivaar. Star has left the retailing and merchandising functions to us while it would do the brand-building for the merchandise to be sold at our stores. We expect to get a percentage of the sales as a result of this exercise.”

Pioneering the concept of television show-based merchandising in the country, Star India would be building on the equity of its popular shows and reinforce its position in the media industry. Adds Mr Malhotra: “Television in India today has mass appeal and garments worn on television are setting fashion trends. We have decided to piggyback on the popularity of Star’s soaps and serials and the ethnic garments worn by the characters. In fact, this is the first time that a television network is trying its hand at merchandising through a retailer in this country.”

In the past, Big Bazaar has had tie-ups for movie-based merchandising which included big budget films such as Krrish and more recently Saanwariya.