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Music channel MTV has said that it will launch a range of footwear, based on its reality show ‘Roadies’, in partnership with Metro Shoes.
“As part of the licensing agreement, the Roadies range will be available at all the 45 ‘Mochi’ stores across India from next month onwards,” the Viacom 18 Vice-President (Consumer Products), Mr Sandeep Dahiya, told PTI.
He, however, declined to comment on the revenue targets.
Viacom18, a 50:50 joint venture between the US-based Viacom and Network18 Group, runs television channels like MTV, Colors and Vh1.
The footwear range will be priced between Rs 249-2,490 and will include flip flops, canvas shoes, sports shoes, gladiators, ballerinas, floaters, casual shoes and boots for women and men.
MTV will also launch its range of ‘Roadies’ branded helmets in partnership with Steelbird this year, Mr Dahiya said.
At present, Viacom 18 sells paper products, eyewear, bedsheets, bags, mobile phones and co-branded debit cards under the brands ‘MTV’ and ‘Roadies’ and soft toys under the Nickelodeon brand.
Its key licensees include Citibank, Aureole-Inspecs, BILT, Portico, Micromax, Wildcraft and Metro Shoes.
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