YRF enters online space with e-commerce site

Indian film production giant Yash Raj Films (YRF) Thursday announced the launch of its official e-commerce store www.yrfstore.com. For starters, it is offering a range of merchandise related to its forthcoming release "Dhoom 3", releasing Friday.

The website is said to be a first ever e-retail site launched by any Indian film studio, and it will feature an array of products including men's fashion, bike accessories, phones, tablets, toys, apparels, home decor and more, said a statement.

Through www.yrfstore.com, fans worldwide will have an opportunity to experience "Dhoom 3" on a personal level by purchasing products that replicate various elements from the film, such as the bowler hat worn by Aamir Khan's character Sahir in the film.

In addition to offering official "Dhoom 3" merchandise, the e-store will shortly begin to provide consumers the opportunity to experience other YRF classics and forthcoming films through the purchase of the official merchandise.

The YRF Store will also feature limited edition merchandise to be developed exclusively, which will be available only online at the web portal.