February 5, 2011

Celebrity merchandise firm cashes on IPL

Cool Maal Merchandising Pvt Ltd, Mumbai-based celebrity and sports merchandise firm recently announced its plan to build its brand by tying up with Indian Premier League (IPL) teams.Having tied up with Chennai Super Kings (CSK) for official merchandise for the first time, the aim remains to clock around 150 to 200 ...

By Licence India Bureau

Cool Maal Merchandising Pvt Ltd, Mumbai-based celebrity and sports merchandise firm recently announced its plan to build its brand by tying up with Indian Premier League (IPL) teams.

Having tied up with Chennai Super Kings (CSK) for official merchandise for the first time, the aim remains to clock around 150 to 200 per cent growth in South India. The company has a retail presence in 450 stores in the country (presently) and plans to expand further in South India, giving way to 200 new stores, during the current IPL season.

Incorporated by actor Dino Morea and Malay Parekh, the company aims to become a one-stop shop for celebrities to conceptualise, design, develop and market their merchandise. So far, the firm has had official products featuring cricketers Mahendra Singh Dhoni and Yuvraj Singh, along with some movie-specific merchandise.

The current offerings with regards to the sports products includes porcelain printed mugs, autographed cricket bats and polycarbonate sippers featuring Dhoni and autographed cricket bat and aluminium sippers featuring Singh.

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