 "Private labels to travel: Here is Bollywood's love affair with e-commerce")
Bollywood’s relationship with the Indian e-commerce space has evolved with the explosive growth the sector is witnessing. What initially started out as back-end business investments in upcoming websites has now morphed into customer-facing labels and brands with some of India’s biggest e-tailers.
The_Business Standard_ today reportsthat the likes of Malaika Arora Khan and Hrithik Roshan have tied up with e-commerce ventures like Myntra and The Label Corp to launch private clothing and lifestyle lines. Celebrities get a cut of the royalties and often have minority stakes in the enterprises in question.
“Celebrities work with us as tastemakers. They help us take guided choice in styling and work as taste-makers,” Preeta Sukhtankar, CEO of The Label Corp, told the_BS._Last year, The Label Corp launched a home decor line with Suzanne Roshan.
The Bollywood- e-commerce connection began a few years ago. Salman Khan has invested in travel portal _yatra.com_and became its brand ambassador. Karisma Kapur bought a stake in Babyoye, an online retailers of baby care products, and AjayDevgn and Sanjay Dutt backed ticketing service Ticketplease.com.Neha Dhupia launched an e-tailing venture for women’s apparel, fragrances, and personal care productscalled HerStyle.in. Even sportsman Mahesh Bhupati launched an online retailing site for sports goods and apparel.
The trend marks a change in the traditional practice of stars investing their money in safe assets like property and financial instruments.
And it isn’t just actors and actresses who are clamouring to get a chunk of the e-commerce pie. Studios and movie marketers have awoken to the potential of online retailing. Movies like Kareena Kapoor-starrer_Heroine_and Homi Adjania’s_Cocktail_ joined hands with online fashion e-tailers to sell apparel inspired by the looks sported in the movies.
In December last year, Yash Raj Films unveiled the digital YRF storeto offer fans official movie merchandise and apparel. Customers can buy Dhoom-inspired wallets and Gunday T-shirts and shot glasses.
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