Licensing In India Is simple yet quite complex. This presentation will help you to understand the key factors & current market trend to protect your brand / enter the India market. You may follow more of this on my website: www.licensingcorner.com | www.animationdigitaldigest.com

1. Licensing In India
RUTIKA MALAVIYA
Founder, CEO & Editor-In-Chief

2. 1. Intellectual Property Laws in India
2. Licensing in India
! Market Information
! Indian L&M Market Growth
! Distribution – Brick and Motor Retailers
3. Key Indian Retailers
! Top Retailers & Size
! FDI Impact
! Kids Market Size
4. Marketing, Promotions & Languages
5. Challenges of Indian Market
6. How should you work in Indian Market???
7. Mini-Case Study: ‘Krrish’ Movie Merchandise
8. Conclusion
C o n t e n t

3. Intellectual Property Laws in India
! Trademark (Brand | Character & Design as logo mark)
! Copyright Protection (Style Guide)
! Unique Product Design (Design Act)
! Celebrity & Character rights acknowledge
! Protect & Enforce your IP
! Enforcement Measures – John Doe Orders (D3)
! National IP Policy – Awareness of IP among Indian Citizens
! Infringement is Business Opportunities

4. ! Licensing prospects now exist in all spheres in India - Manufacturers from various industry sectors including apparel, consumer
goods, toys, gifts, accessories, sports are keen on taking licenses
! The emergence of modern and more organized retail in India has set the pace for new collaborations between International
Licensing companies and Indian business houses.
! Character and entertainment licensing has witnessed terrific activity
! Children's entertainment market is steadily gaining pace
! Licensing in sports has also developed into a multibillion dollar systematic business in India with formation of various leagues
! The attraction of licensing trademarks for business intentions appears to be at an all-time high
! Many eminent personalities and fashion designers in India have started licensing their products to Business Houses who
independently produce and sell on a large scale and give royalties to designers.
! Brand Licensing business started 11years back in India, and is currently growing at 15% over USD$ 500 million at retail.
L i c e n s i n g I n I N D I A

5. ! Disney , Viacom, Cartoon Network , IMG have their own offices.
! Success Stories of Indian Brands –
Being Human (2016 - $ 55 M) ,
Chhota Bheem (100+ Product Categories , 4000 SKUs , 15 International
Countries) ,
Yash Raj Films (Entertainment to Experience Brand)
! India is in many ways a tougher market. Its population is poorer and its
infrastructure worse. But its prospects look remarkable.
! Income per person, which in 2014 was $1,570, could be twice that by 2025.
Two-thirds of Indians are younger than 35, and their phones give a huge
number of them access to the internet.
! In December 2014 smartphones accounted for one in five Indian mobiles,
according to Goldman Sachs. Just six months later, they accounted for one in
four (see chart 1).
! Morgan Stanley expects internet penetration to rise from 32% in 2015 to 59%
in 2020. By 2030, India is projected to be a one-billion-person digital market.

7. Indian L&M Market Growth

8. Indian L&M Market Growth

9. Kids Channel in India

10. Favorite Channels
34%
16%22%
15%
13%
The % share of Most Popular KIDS' Channel on
TV
DISNEY CHANNEL
NICKELODEON
POGO
CARTOON NETWORK
OTHERS

11. Channels

12. Most Loved Characters

13. Favorite Characters
0
5
10
15
20
25
30
35
BEN10
DOREMON
SHINCHAN
HANNAH
MONTANA
CHOTABHEEM
TOM&JERRY
MICKEYAND
MINNIEMOUSE
OTHERS
The MOST COMMONLY USED CHARACTER on the
Things Used by the CHILDREN

14. Still Favorite
0 5 10 15 20 25
BEN 10
BARBIE AND SUPERHEREOS
DOREMON
SHINCHAN
HANNAH MONTANA
CHOTA BHEEM
TOM & JERRY
THE CHARACTERS STILL IN DEMAND
THE CHARACTERS STILL
IN DEMAND

15. Favorite Programs

16. Programs

17. ! Fastest Growing Retail Market in the World. 10% GDP , 8% Employment
! 2015 Organized 8% , Unorganized 92% ♣ 2019 Organized13% , Unorganized 87%
! Organized Retail expected to Grow by 24% : Total Retail 15%
! 16 Million Mom & Pop Stores
! E-Commerce - $29 Billion in 2016, 68% Growth in last year ♣ 60% of E-Comm sales in from Tier 2 cities
! E-Comm Sales and Organized Retail Sales to be at par by 2021
! Population in Urban Cities – 31% , Villages – 69%
! Retail spending in the top 7 Indian cities amounted to Rs.3.58 trillion (US$ 53.7 billion), with organised retail penetration at 19 per cent as of 2014.
Online retail is expected to be at par with the physical stores in the next five years.
! A Paradigm Shift of Indian Retailing & eRetailing has also enlarged the market access to the consumers from Rural & Urban Cities.
! The Jewel In The Crown: Amazon wants to make India its second-biggest market, after America. For the time being, though, with just 12% of the market,
though it lags behind the home-grown successes, Flipkart (45%) and Snapdeal (26%).
! India’s retail sector will double to $1.1-1.3 trillion by 2020 from $681 Billion in 2015, riding on income growth, rapid urbanisation and more nuclear
families leading to higher per capita consumption.
R e t a i l M a r k e t

19. Break-up of Malls space by Format

20. K e y I n d i a n R e t a i l e r s

21. Company Size
Future Retail
(Future Group venture)
Over 10 million sq.ft. of retail space spread over 95 cities. Hypermarkets & supermarkets
operates in more than 300 Big Bazaar, fbb and food bazaar, Easyday, KB’s stores in over 244
cities across the country
Shoppers Stop
(K. Raheja Group venture)
Over 3.21 million sq.ft. of retail space spread over 38 cities with 81 stores with its other formats
Homestop, Crossword, Mothercare, Estee Lauder, MAC, Clinique, BOBBI BROWN
Spencer Retail
(part of RP-SG Group)
Retail footage of close to 1 million sq.ft. across 35 cities with 200 stores
Lifestyle Retail
(Landmark Group venture)
Approximately 15 lifestyles and 8 Home Centre stores
Bharti Retai
(strategic partnership with Future
group)
210 Easyday stores with plans to invest about 2.5 billion USD over the next 5years to add about
10 million sq.ft. of retail space in country
Reliance Retail 700 stores with revenue of 2.4 billion USD
Aditya Birla ‘More’ 575 stores with approximate revenue of 41 billion USD under brand ‘More’ with Supermarket &
Hypermarket formats
Tata Trent 73 Westside stores, 15 Star Bazaar hypermarkets and 19 Landmark bookstores with revenue of
158.86 million USD. (Joint Venture with Trent-Tesco, Zara & Lakeland)
K e y I n d i a n R e t a i l e r s

22. “India's changing FDI climate provides an interesting dynamic to several international retailers' entry and expansion plans”
! Adidas AG, reknowned for its Adidas and Reebok sports brands, has become the first foreign sports company to get government
approval to open 100% foreign-owned stores in India.
! Aeropostale, an American teen fashion retailer, has chosen to enter India over China, and expects India to be among its top 3 markets
over the next 4 years with revenue target of Rs.500 crore (US$ 75 million).
! Textile major Arvind Limited has announced a partnership with Sephora, owned by LVMH Moet Hennessy Louis Vuitton, a French
luxury conglomerate, in order to enter into the beauty and cosmetics segment.
! Aditya Birla Retail, a part of the US$ 40 billion Aditya Birla Group and the fourth-largest supermarket retailer in the country, acquired
Total hypermarkets owned by Jubilant Retail.
! US-based Pizza chain Sbarro plans an almost threefold increase in its store count from the current 17 to 50 over the next 2 years
through multiple business models.
! Walmart with Bharti Retail, owner of Easyday stores plans to add 50 more cash-and-carry stores in India over the next 4-5 years.
! British Retailer Tesco Plc (TESCO) signed an agreement with Trent Ltd (Trent), the retail arm of Tata Group to set up cash-and-carry
stores.
! IKEA, the world’s largest furniture retailer, bought its first piece of land in India in Hyderabad, the joint capital of Telangana and Andhra
Pradesh, for building a retail store. IKEA’s retail outlets have a standard design and each location entails an investment of around
Rs.500–600 crore (US$ 75–90 million).
Foreign foot-print in Indian Retail

23. There are currently over 10 websites that only sell products meant for
children
Kids' retail market stands at Rs 22,000 crore, as estimated by
Technopak
In three years, the overall kids retail market will be worth Rs 80,000
crore
The kids' e-tailing market is expected to swell to Rs 1,500 crore in five
year
Key Numbers

24. ! To Ensure success to your brand merchandising, it is of prime attention that your brand is visible to consumers.
! Having the show / movie on Television is a must.
! Kids Channels Like Pogo, Cartoon Network, Toonami, Nickelodeon, Nick.Jr., DD India, Zee Q, Baby TV etc can help gain mileage
on visibility for Kids & Teen shows.
! Channels like MTV & V-Channel targets the Millenial group can be a great platform to attract college going youths
! GEC channels like Star TV, Colors, Zee TV, SAB TV are now actively engaging in television licensed shows from other countries
esp. in reality show formats.
! Other than Channels YouTube serves as a major platform to bring in the visibility for your content in India followed by Netflix and
other important apps.
! High Visibility = High Merchandise Sales
! Peak Hour vs. Non-Peak Hour – The game of attracting eyeballs & TRP’s
! PR in News paper and all digital activity is a must to enhance the visibility
! On-Ground events like pre-school, school, mall promotion, garden and live event will ensure loyal customer base and enhance
chances of second sale in the market.
Visibility & Promotions

25. ! India is a land of many languages. Constitutionally recognized as 23 official languages.
! Hindi & English are the most widely spoken language in the
country.
! According to 2001 Census
Even though 45% of Indian population know Hindi,
Only 25% of them have declared Hindi as their
native language or mother tongue.
Indian English is recorded as the native language of 226,449 Indians
! Some of the other Most spoken languages are:
L a n g u a g e s
Languages Speakers
Hindi 366 M
Bengali 207 M
Telugu 69.7 M
Marathi 68.0 M
Tamil 66.0 M
Urdu 60.03 M
Gujarati 46.1 M
Kannada 35.3 M
Malayalam 35.7 M
Odia 32.3 M
Punjabi 57.1 M
Assamese 15.4 M

26. Challenges In Indian Market
! BIG (Many countries within a country)
! Licensing is a new business – Limited Awareness with Trade and
! Consumer doesn’t know they want it unless they see the product
! Difficult to penetrate with Offline Retail (limited space)
! IP Awareness / enforcement
! Holistic Approach – Market Activation
! Local Partner Key – Visit Indian and Take Decision. Learn the market

27. How you should work in Indian Market?
! Protect IP
! Long Term Plan (Amazon - $ 5B). No shortcut, quick gains. (McDonalds, Disney)
! Activation of Brand is important – Social Media , Hacks ?
! Solid Local partner
! No Rules in market. CREATE RULES
! Big market beyond Characters (Teen/Youth is the opportunity)
! Opportunity to create Own IPs (Indian Theme| Collaborate)
! Corporate , Sports and Entertainment Licensing will be big
! Hollywood Big Dominance in Indian Box office

28. Success Stories in India

29. ! Krrish is an Indian superhero film and one of Bollywood's most successful film franchises which has a global appeal.
! Krrish the most successful licensing and merchandising brand in Bollywood.
! STRATEGY:
! Product range,
! Retail activation,
! PR and Marketing to create and sustain interest,
! Engagement and Sales.
C a s e - S t u d y : K r r i s h 3

30. 108.6 crore in its Hindi, Tamil
and Telugu versions across
4,450 screens.
A record Rs.35.91 crore
collection for Monday, The
highest ever for a film on
any single day."
100 crore
Box Office in
4 Days
Grossed a worldwide total
of ₹1.17 billion
(US$17 million).
3 Million USD sales
on all Merchandise
‘Kid Krrish’, a series of
animated cartoon films
released on Cartoon
Network, while ‘Krish 3’ and
its 3D version releases at
cinema halls.

31. • Action figures of Krrish, Kaal and Kaya;
• Krrish Black ‘Batman’ like coat,
• Back-To-School,
• Krrish Masks,
• Key-chains,
• Colouring Books,
• Watches,
• Rainwear,
• T-shirts
• frisbees
• Yo-Yos,
• Skates,
• ride-ons,
• Pendants,
• Cuff-Links etc.
Priced in the range of
Rs.50 – 3,500
More than 250 types of
licensed merchandise
The Range of ‘ K r r i s h ’ M e r c h a n d i s e
Available in 5000+ stores
across the country.

32. 2 new things “Krrish 3” did in the realm of marketing :
A l l A b o u t M a r k e t i n g …
Breaking new grounds.
Blazing new trails for others
to follow.

33. # 1 : K i d s a r e M a d . O v e r. K r r i s h … & D o n u t s !
! Very aptly deciphering what all touch-points would be most-effective in reaching out to its main target audience,
i.e., The Demographic age group of 5-12 years
! Krrish 3 tied up with the very famous brand M.O.D (Mad Over Donuts)
! Came out with a special collection of Krrish 3 donuts, with 3-Images from the movie imprinted onto the donut.
! Well, on sending that donut down your food-pipe, you can say "Hum sab mein ek Krrish hai!” (we all have a Krrish inside us),
well...technically speaking. ;)

34. ! Go to the Facebook stickers portion and voila!...
! We encounter Krrish 3 emoticons; free to install and
ready to use;
! Adding fun to our everyday mundane yet important
chats with our friends!
# 2 : F a c e b o o k E m o t i c o n s … c z w e a l l u s e t h e m !
Apart from these 2 new thingies, Krrish 3 set
the ball rolling with the usual list of extensive
marketing tools used for superhero flicks.

35. # 3 : K r r i s h 3 : T h e G a m e !

36. That 1 thing superhero flicks ought to do, so much so that it is 'illegal' not to do it : Merchandising!
# 5 : K r r i s h 3 M e r c h a n d i s i n g !

37. ! Click pics with the mask and upload.
! Pure fun, no hard rules!
# 4 : K r r i s h 3 A p p

38. T.V. appearances in reality shows and serials, press junkets, interviews
# 6 : T V A p p e a r a n c e ' s

39. Adding frenzy to the fire!
# 7 : O u t d o o r P r o m o t i o n s

40. Take out the locket from your pocket, add that band to your hand!
# 8 : K r r i s h 3 J e w e l l e r y

41. Del-monte, Snickers, Havmore ice cream, AKAI TV, Rado,
Hungama.com, Flair pens,
TATA Maanza car, Macroman Innerwear, and Bournvita !!
# 9 : I n - F i l m B r a n d i n g / C o n s u m e r P r o m o t i o n s

42. From the perspective of film business in general and film marketing in specific, Krrish 3 encashed upon a few other pluses
too
! :#1 : Having state-of-the-art VFX technology from Red-Chillies Entertainment Pvt. Ltd. and skilled manpower, we Indians did the
entire VFX of the movie and shouted out to the world that we have arrived!
! #2 : A Diwali weekend (Nov 1,2013 (Friday)) in India ensures a bumper-opening. No movie dared to come close on the heels of
Krrish 3, making Competitive Strategy a zero-concern for Film-Kraft Productions.
! #3 : It got a 4,450 screen release, bound to recover the movie-making budget within the initial days.
! #4 : Krrish 3 was released in 5 versions — 2 animated Krrish movies titled Kid Krrish, which aired on kids' television channel
Cartoon Network before the cinematic release of the actual movie. And 2 more animated Kid Krrish movies aired also on the
same channel after Krrish is released in theatres, in 3D format.
# 1 0 : O t h e r K e y F a c t o r s

43. “The future is promising; the market is growing,
government policies are becoming more favorable and
emerging technologies are facilitating operations”
C o n c l u s i o n - Q & A
With that, It's a wrap !!
RUTIKA MALAVIYA
Rutika@RoohEntertainment.com
www.RoohEntertainment.com
www.AnimationDigitalDigest.com