Viacom18 Consumer Products, the consumer products arm of Viacom18, is extending its youth brand MTV by entering into the café business. Touted as the one-of-its kind experiential café, FLYP@MTV plans to add 10 cafes and do a business of Rs 300 crore in next five years.

Viacom18 has roped in Gurgaon-based Funbars Hospitality as the master licensee to conceptualise and develop the brand. Funbars is a part of Marwah Group which operates in diverse sectors such as food & beverage, real estate, education, construction and automobiles.

The first MTV branded café will start operation in Delhi next month followed by Mumbai and Bengaluru. FLYP@MTV will be housed in a retail area of 8,000-10,000 sq feet.

Sudhanshu Vats, Group CEO, Viacom18 says, “Viacom18 believes in creation of ecosystems - we identify the opportunity for creating tangible touch points for our consumers through live events, through online offerings and through consumer products where we exist in over 50 categories. A café is yet another ecosystem that we, in partnership with Funbars, are creating as an extension of our iconic youth brand MTV.”

Saugato Bhowmik, Senior VP, Consumer Products, Viacom 18 Media said, the company intends to create a unique café with a unique concept of work-chill and play and aims to provide a experiential hangout.

Funbars will work on royalty model with Viacom. Besides, F&B, the company plans to sell MTV merchandise and also do live gigs and ticketed shows. A virtual shelf, 'Endless Shelf' showcases various MTV merchandise. The consumer products division already sells merchandise in 12 categories including electronics, stationary, apparel, innerwear, footwear, cosmetics, personal care, accessories. The products are sold under its flagship brand MTV and popular reality show Roadies.

Viraj Lamba, Head of Business Division & Co-Promoter, Funbars Hospitality Pvt. Ltd. adds, “We keep the pricing competitive and affordable to attract a large chunk of young consumers.”

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