RK Laxman’s cartoon – the Common Man became famous for portraying the daily struggles faced by common people. A silent spectator, Common Man’s legacy is being carried forward by Laxman’s granddaughter Rimanika Laxman, who has introduced the Common Woman. In a candid conversation with License India, Usha Laxman – the Director of RK IPR Management spoke about the company’s vision to scale up the Common Woman through brand licensing.
In her opinion, reckoning on the message conveyed, Common Woman brand would automatically create opportunities in Indian licensing space, that has been dealing with the dearth of female-centric properties.
Talk to us about the journey and inception of Common Woman.
RK IPR Management witnessed the birth of the Common Woman who is the granddaughter of R.K.Laxman’s iconic character Common Man. Common Woman has grown up watching her grandfather – The Common Man, who was empathetic, observant and vulnerable. She, now steps in, to voice her opinion, resolve issues and seek solutions for the betterment of the people.
In fact, Laxman’s granddaughter Rimanika Laxman was very keen to create a concept of a common woman. The legacy of R.K.Laxman’s ‘Common Man’ is being carried forward through his granddaughter Rimanika Laxman in the series introducing the Common Woman. With increasing awareness about the gender equality, the series will showcase human situation, without losing the essense of humour.
What was the idea behind Common woman?
The idea was to have a platform for woman to have a place to talk out their issues and find solutions together with everyone. Common Woman could be introduced in any and all retail space that conveys a positive message to the society through the products.
What is the need that you intend to address through Common Woman?
The need is to address the general and gender based issues. While we say there is a dearth of female centric characters in licensing, it is apparently fuelled by poor response towards the available female characters. Our Common Woman will leave a mark by addressing the generic issues in various platforms conveying productive messages through licensing.
With the backing of our powerful brand the Common Man who is the grandfather of the Common Woman, the journey for the purpose will be successfully executed. Just to give you a overview of the Common Woman concept, the extended family of the Common Man and her journey with her grandfather, The Common Man.
What opportunities do you see in Indian licensing space?
The strong messages conveyed through the Common Woman brand would automatically create opportunities in Indian licensing space.
Why do you think the time is right to enter Indian licensing space?
With conscious efforts being made in our country currently for women related issues this is the right time to target and enter this space. Our Common Woman brand with the backing of the strong brand, the Common Man would have a good market in India.
What are challenges in licensing industry of India?
The licensing concept is still at a growing stage in India. People are yet to understand the seriousness of protecting their brand and also promoting it effectively in the right platform.
What is the range you are bringing with Common Woman?
The range would definitely be the high end one keeping in mind the needs of the Common Woman which in the case of our brand is an early 20′s age group and of course looking at quality products.
Having said that; the concept created by Rimanika Laxman is that any girl/woman coming from a background of all levels should get an opportunity. So the range is addressing it at a national and universal level. This is basically to give confidence.
Rimanika Laxman, creator of Common Woman says,
“Common Woman is around 20 to 25 years of age. All through her growing she has observed her grandfather as a silent observer of the problems and pains of the people, vulnerable. She is bold, strong in her opinions, independent and a role model to all girls telling them to be confident and not timid when it comes to facing any situations with the peers in school, college, at social gatherings, at situations when she has to take bold decisions for the betterment of her own personality, be proud of oneself.”