Bradford looks to bring up to 5 licenced brands to India

US-based brand licencing agency Bradford today said it plans to extend its agreements with international clients to sell and market merchandise sporting global brand names in India.

The company, which has international clients such as Pepsi, Beverly Hills, Mountain Dew, 7 Up and Hollywood star Denise Richards, said it is negotiations with some of them to sell their licenced merchandise in India.

Under brand licencing, Bradford will enter into agreements with its clients for marketing and sale of merchandise and other accessories in India as a means to promote these brands among consumers.

"Our target will be to have 3-5 clients in India within two years. We are already talking with some of our existing global clients to start merchandising their accessories in India and we are also keen to tap local India players," Bradford Licensing President Michelle Minieri told PTI.
    
She said the company is also looking at tapping local Indian corporates, besides Bollywood icons and cricket stars, as part of its plan to gain a foothold in the newly emerging licencing market in the country.
    
"We see lot of potential in segments like apparels and accesories like socks, bags and ties as licencing items for the brands. In addition, we are also keen to tap Bollywood icons, cricket stars and events like the IPL, which are all recognised globally," Minieri said.
    
Bradford has a tie-up with Gaurav Marya-promoted Franchise India Association's License India arm to explore the Indian market for licencing arrangements. Licence India already has cricket star Harbhajan Singh and brands like Ford as its clients.
    
"Globally, licencing is a multi-billion dollar industry, but it is only evolving in India. However, Indian customers crave for brands and for companies, licencing is an easy way to make their brands recognisable," Minieri said.
    
She added that Bradford will also explore the option of taking Indian companies and individual industrialists abroad as global licencees.