Branded Merchandise In India

The company aims to tap India's value-conscious consumers in Tier 2 and Tier 3 cities, with affordable, fashion-relevant products under new brands

The companies' renewed focus on more affordable products is meant to appeal to middle-class aspirational customers who are more price sensitive

Winning bidder will be granted the right to be the kit sponsor and/or the official merchandising partner

Hollywood cashes in on the growing appetite for branded merchandise in India, but home-grown characters and celebrities struggle to play the game