“The PepsiCo brand has been experiencing tremendous growth throughout the international landscape and it is now time to extend that success into India. Our partnership with License India will help leverage the image of the brand in the country,” Ms Michelle Minieri, President, Bradford Licensing, said.

The total worldwide retail sales of licensed merchandise is pegged at $200 billion.

Noting that Pepsi as a brand resonates with youth, she said the company’s target audience will primarily be in the age group of 17-25 years.

“Pepsi’s brand licensing programme in India will further cultivate the brand loyalty. It is already a roaring success in markets like UK, France, Germany, Japan and China and is seen as an emerging fashion brand,” Ms Barnes said.

Standalone store

The licensing programme in India will consist of attracting manufacturers, merchandisers, retailers to design and produce new Pepsi, 7UP and Mountain Dew branded apparel, footwear, accessories, games, home furnishing and even bicycles.

“We are also evaluating the possibility of a standalone store in India. Parleys are also being held with various retailers to set up shop-in shops,” she added.

On its revenue target, Ms Barnes said, “By next 3-6 months, we are looking at expanding our presence. It is difficult to put a number to the revenue but we anticipate it to be millions of dollars over the next couple of years.”

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