Expect to see Hello Kitty merchandise and even themed cafes in India soon, as the character’s parent company Sanrio is entering the Indian market through licensing agency Dream Theatre, as reported by Forbes India . The beloved pop culture icon from Japan will be entering the Indian market for the first time this year, despite being a well-known brand here and having been created by designer Yuko Shimizu 50 years ago in 1975. “Looking at kawaii culture’ s big success, we thought it was the right time to penetrate a new market like India that has huge potential,” Silvia Figini, the chief operating officer (EMEA) of Sanrio told Forbes India.
“We were waiting for the right time, the right investment to make the brand relevant with the right culture, and the right elements, to make it consistent with the Indian culture.” Jiggy George, the founder of Dream Theatre, said that Hello Kitty is recognised in India not only by young girls but also by young adults, representing the trending kawaii culture. Therefore, various age groups in India would be the target demographic for the companies.
They also plan to collaborate with Indian retailers and local licensees, a strategy seen with various foreign IPs in India. As for the market strategies, Sanrio and Dream Theatre are looking to be present on various platforms targeting the different age groups. They also want to collaborate with Indian retailers and local licensees, which we are seeing with various other IPs.
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