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Content-inspired T-shirts a hit with Indian consumers

By Sujata Sachdeva


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Keeping the interest of Indian consumers in merchandise inspired by TV series or films in mind, T-shirt designers are creating tees with all kinds of popular contents. These range from TV shows to games and books. Domestic brands like LazyNinja, Olyfant, Redwolf, Bombay Trooper and VoxPop are taking advantage by offering T-shirts based on the trending content.

Redwolf, which recently acquired brand licences for popular TV shows Breaking Bad and Better Call Saul makes 15 to 20 percent T-shirts inspired by Breaking Bad. Even the bald guy a key character of Breaking Bad Heisenberg also known as Walter White, named after German theoretical physicist Werner Heisenberg - one of the pioneers of quantum mechanics or 'Winter is Coming'- the first episode of popular fantasy serial Game of Thrones are hot selling T-shirt designs.

Along with TV shows like Breaking Bad and the Big Bang Theory, even merchandise inspired by Hollywood movies like Star Wars, Harry Potter and Lord of the Rings are popular among consumers. According to the online players, while Star Wars merchandise is preferred by the older generation, Harry Potter fans are young, whereas characters like superhero movies or Doctor Who, are in demand across age-groups.

VoxPop, online T-shirt company has also entered into partnerships with several companies such as Marvel, Disney, DC Comics, and Warner Bros to market popular superhero movie merchandise. Superhero tees account for 60 percent to 65 percent of its sales. Even Bombay Trooper, another online T-shirt company witnesses almost half of its sales driven by tees with reference to popular TV shows and movies and at LazyNinja the share of such tees is almost 70 percent.