India’s Licensing Industry Transforms with Innovation, Partnerships, and Cultural Shifts

India’s licensing industry is undergoing a transformative shift, fueled by innovation, strategic collaborations, and changing consumer preferences. At a recent panel featuring industry stalwarts, the consensus was clear: licensing in India is on a trajectory of exponential growth, provided the ecosystem continues to adapt.

Key Trends Reshaping the Licensing Landscape:

1. IP Creation Takes Center Stage

Rajat Agrawal, COO of Ultra Soft Toys, emphasized the rising importance of intellectual property (IP) creation. He noted, “Brands that develop culturally resonant and original IPs gain a competitive edge, fostering deeper audience connections and sustained revenue.” However, creating successful IPs requires calculated risk-taking, with only one in ten typically succeeding.

2. Strategic Partnerships Drive Success

Shobhit Singh, CEO of Stone Sapphire India Pvt Ltd, highlighted the role of licensor-licensee partnerships. Seamless collaboration can address price disparities and combat piracy, ensuring authentic products thrive in the market. He also underscored that price parity between licensed and non-licensed products is essential for broader adoption.

3. Merchandise-First Approach: A Warning

Hemang Vasani, Head of Licensed Consumer Products at Hasbro, urged brands to focus on building emotional connections before pushing merchandise. Culturally localized content, such as Diwali-themed books, ensures relevance and helps differentiate licensed products from counterfeits.

4. Eastward Cultural Influence

Harsh Lal, Co-Founder of The Souled Store, noted the rise of Asian pop culture—including K-pop, K-drama, and anime—as a mainstream trend. Collaborating with Asian artists or launching anime-inspired products offers brands an opportunity to tap into growing demand.

5. Sustainability Partnerships Add Value

Tushar Malhotra, Director of Sales and Marketing at Bisleri, emphasized sustainability-driven collaborations, such as recycled plastic initiatives. These projects enhance brand love while addressing environmental concerns, offering both societal impact and consumer appeal.

6. Influencer-Driven IPs Revolutionize Licensing

Rikki Agarwal, Co-Founder of Blink Digital, pointed to influencer-driven IPs as a game-changer. With influencers leveraging massive fan bases, they create brands that resonate deeply, redefining the licensing landscape.

Overcoming Challenges:

The panelists acknowledged two significant hurdles:

1. Price Parity – Licensed products must become more affordable to overcome resistance, especially in categories like stationery.
2. Piracy – Creating high-quality, affordable alternatives can bridge the gap and diminish counterfeit demand.

Localization: The Winning Strategy

Localization emerged as a critical success factor, with culturally relevant products like Diwali-themed Peppa Pigexemplifying its potential to differentiate brands and resonate with Indian consumers.

Conclusion: A Licensing Renaissance

India’s licensing industry is at an inflection point. Through strategic alliances, localization, and sustainability initiatives, brands can unlock unprecedented opportunities. As Shobhit Singh aptly put it, “Licensing in India is no longer just about selling products—it’s about creating experiences, building connections, and driving cultural conversations.”