arch 6 has come and gone. TVRs might not have soared - Narayan Karthikeyan notwithstanding - but Formula One racing is catching on in India. So is the sale of F1 merchandise. Though this business in India is still new and largely unorganised, the potential is huge, feel marketers. "Even without any Indian on the circuit, figures have it that F1 was the second most watched sport after cricket. Narain will only fuel this interest," says Sudhir Chandran, editor and publisher, Chequered Flag, the only F1 magazine available in India. Which can only mean ringing cash registers for marketers of F1 merchandise.
Every stakeholder in F1 - be it the racing team or driver - is allowed to market itself. So you have caps, T-Shirts, jackets, trousers, belts and shoes to perfumes and even key chains, umbrellas, flags, stickers, coasters and mugs brandishing the best names in the game. Scaled down models of racing cars are also available to enthrall F1 fans with deep pockets, of course.
Yes, F1 merchandise is hugely expensive when compared to other sports merchandise. While a Team India (cricket) T-Shirt costs about Rs 400 and the ones for the recently launched Premier Hockey League about Rs 750, a F1 T-Shirt is available for upwards of Rs 3,000. Though the audience for F1 merchandise is motor sport enthusiasts and car lovers in general, it specifically targets SEC A1-plus audiences in the 16-30-year age group.... more