FROM POTTERHEADS TO SUPERFANS: INSIDE WARNER BROS. DISCOVERY'S LICENSING ODYSSEY

Vikram Sharma, Head of Consumer Products, Advertising & Partnerships, Warner Bros. Discovery India, Southeast Asia & Korea talks empowering Indian brands to redefine narratives and conquer new market segments.

- IMRAN FAZAL

With a focus on leveraging the growing trend of licensing and merchandising in India, Warner Bros. Discovery, has enhanced its approach to market expansion. India, being one of the fastest-growing markets, iconic IPs like DC, Harry Potter, Looney Tunes, Tom & Jerry, are supporting homegrown brands to develop their narratives and enter new market segments. In an insightful conversation with Retailer, Vikram Sharma, Head of Consumer Products, Advertising & Partnerships, Warner Bros. Discovery India, Southeast Asia & Korea, spoke in-depth about India’s growth journey in licensing and me chandising.

STEADY PACE

“In recent years, India has seen exciting collaborations in licensing and merchandising. However, the licensing sector is still in its early stages, even in terms of contribution from entertainment and character licensing. Globally, entertainment and character licensing contribute around 41 percent, while in India, it is only 26 percent,” he noted.

Sharma further commented, “India is an evolving licensing market where the appreciation of the benefits of character licensing is improving. Piracy and distribution challenges in India also hinder expansion compared to other Southeast Asian markets.”

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