n 2002, women�s ethnic wear label Biba tied up with Bollywood dream merchant Subhash Ghai�s Mukta Arts for what it said would be a pioneering venture into movie merchandising in the country. The 50-odd Biba outlets across the country took upon themselves the task of retailing merchandise from select Ghai movies including copies of costumes and accessories worn by Ghai�s heroines in Taal, Yaadein, Pardes and Badhai Ho Badhai.

In 2003, Mumbai-based Ultra group entered the merchandising business under the banner Ultratoons. Since then the company has successfully developed and sold merchandise conceived around characters from Hindi movies such as Koi Mil Gaya, Chalte Chalte and Mein Prem Ki Dewaani Hoon. In the same year, Indian film director Ram Gopal Verma, maker of Hindi movie Bhoot, got a toy manufacturing firm to make and sell the doll featured in the movie at shops. The idea turned out to be a hit with consumers. ... more