Hello Kitty, a celebrated retail brand steps into India with Dream Theatre as its licensing agency. Silvia Figini, Chief Operating Officer of Sanrio Company Ltd. and Mister Men Limited Worldwide, shared confidence in Hello Kitty’s prospects in the Indian market over the upcoming three years, highlighting collaborations with major retail brands. The celebrated brand appeals to different demographics, comprising teenagers, families, and kids, which fuels confidence for its success in India.
Sanrio has chosen Dream Theatre as its licensing agency to ease its entry into the Indian market. With a global estimate of US $ 3.8 billion in 2022, Hello Kitty is perched for major growth in retail sales in India over the next 5 years, as per Figini and Jiggy George, CEO of Dream Theatre.
Primarily, the focus will be on the apparel and accessories categories. The 50th anniversary of Hello Kitty in 2024 presents a fitting moment to reinforce its presence in India, hinting at a readiness to steer the complexities of the market.
The brand will shortly be available with key retailers across various categories, with a particular stress on young adults. Partnerships are sought with major retailers such as Reliance, Aditya Birla Group, and Lifestyle, as well as direct-to-consumer brands like Souled Store.
The company will prioritise the main cities originally before expanding its reach further. Leveraging appropriate platforms to connect with consumers is vital to the strategy.
Hello Kitty, My Melody, and Kuromi will be the main characters launched in the Indian market initially.
Regarding investments and return on investment (ROI), there’s no set ceiling on investments, showcasing a lasting perspective on performance in India.
Sanrio’s widespread product lineup is offered in over 130 countries, with Asia being its top-notch market, contributing 60 per cent of its overall business. The company also saw a doubling of performance universally in the last fiscal year.
