Building an amazing body of work!

Driven by the values of trust, quality and excellence, Bodycare International in the past two decades has become a force to reckon within the innerwear market. Founded in the year 1992 by Mr. Satish Gupta, the company today enjoys the distinction of being the country’s leading manufacturer and supplier of Kids Undergarments, Thermals & Loungewear for the complete family.

IndiaLicensingPost spoke with Mr. Sachin Gupta, Director at Body Care International to get more insights on the company and more importantly his views on the licensing business.

ILP: Body Care was founded back in 1992 and has since grown by leaps and bounds not just in India but on the International stage. Can you shed some light on your growth in terms of growth of business or market share since inception? What do you attribute this to? Who are your key competitors?

Sachin Gupta (SG): In 1992 we started with just an installation of 2 sewing machines in our home and now have state of the art infrastructure with below facts and figures

  • The best manufacturing facilities comparable with those found across the globe.
  • About 300,000 sq ft area with units located at Noida, Delhi, Dehradun and Tirpur.
  • We produce north of 25 million pieces per annum and are further expanding.
  • We employ over 2500+ people.
  • We have a pan India presence with 300+ Distributors
  • Also a presence at 15000+ retail outlets

For more details can refer to our company website

ILP: You are currently tasked with HR, finance, admin and purchases of the company? That’s quite a diverse profile. How did that come to be?

SG: Being a family run business we are involved and aware of all the functions but the specific responsibilities are divided among family members based on their interest and capabilities and especially where one has the best skill sets.

ILP: According to the LIMA Global study 2017, licensed apparel at retail accounted for almost 15% of the overall $252 Bn retail market. How big do you think that share is in the Indian market?

SG: In India, the licensed apparel market is still not that big but growing at a faster pace. As per my understanding, it’s more related to retail formats as well. As more & more organized retail grows, the share for Licensed merchandise will increase.

ILP: Bodycare has been a pioneer on many fronts including:

  • Being the first to introduce Lycra stretch fiber in Inner Wear in India.
  • First to introduce Procian Printed Girls Panties in India
  • Latest Seamless innerwear technology


Would you also credit some of your success to the strategy of licensing global brands for your product portfolio? How has licensing helped you?

SG: Yes, the acquiring license at early stage has helped us lot not just in term of branding but has helped us increase our global exposure as well, which really helped in developing world class products.

Our tie ups with International licensors has also helped us to know the best international practices followed in branding and marketing.

ILP: Can you recount any one licensing program which worked well for BodyCare?

SG: Hannah Montana with Walt Disney, I feel is the most successful licensing program till date.

  1. What are your expectations from a licensor?

SG: Our key asks from any licensor are as follows:

  • They should create and maintain demand for the character.
  • Provide us licensees with style guides & design support by sharing best products across the globe.
  • Marketing and promotional support

ILP: Since you are in the organized retail space, how do you view piracy? What steps do you think the authorities can/should be taking to tackle the menace of piracy?

SG: Piracy is certainly a big challenge for our company as we trade in original IP. The current laws in India are not that strong which is actually helping the culprits. Many a time, licensors are not able to safeguard their own brands and take strong action, hence violators can operate without fear.

Winners of China Licensing Awards 2018 Announced

The second annual China Licensing Awards took place on the show floor at Licensing Expo China in Shanghai on July 25, with Brand of the Year going to The Coca-Cola Company and Best Licensee of the Year going to Miniso for Pink Panther.

China Property of the Year
Wu Huang Wan Shui – An Universe (Beijing) culture Co., Ltd.

Licensed Promotion of the Year
Wu Huang Wan Shui & innisfree – innisfree

Corporate Brand / Fashion / Lifestyle Program of the Year
Coca-Cola – The Coca-Cola Company

Location-Based or Experiential Initiative of the Year
Wuhuang-COFCO Joy-City-Theme Exhibition – Wu Huang Wan Shui

Best Licensee of the Year
MINISO – Pink Panther

Film / Television / Media Program of the Year
Wolf Warriors – Beijing Culture

Best Retailer of the Year
Watson – B.Duck
JD.COM – Super Wings

Gaming Property of the Year
Anipop Club – Beijing Happy Elements Culture Development Co., Ltd

Museum/Gallery/Art Property of the Year
National Museum of China Lifestyle – National Museum of China

Licensed Product of the Year – Soft Line
Idol Producer × Skechers Training Clothing – SKECHERS TRADE (SHANGHAI)CO., LTD.
π X Transformers: Wings – Xiamen Xtep Investment Co., Ltd.
The Simpsons Apparel – Her-Chain Clothing (ShangHai) Company Limited.

Licensed Product of the Year – Hard Line
Doraemon Meitu mobile phone – Xiamen Meitu Mobile Technology Co., Ltd
Thomas & Friends Story-Telling Machine – qicheng
“Oral B x Star Wars” toothbrush – Oral B

Young Property of the Year
Peppa Pig – Entertainment One UK Limited
PAW Patrol – Nickelodeon
The British Museum – The British Museum.

Leading M&E cos to participate in India Licensing Expo 2018

MUMBAI: Following its debut in 2017, License India is staging the second edition of India Licensing Expo, which will take place from23-24 August at the Bombay Convention And Exhibition Centre, Mumbai.

ILE is a brand licensing show and is supported by the International Licensing Industry Merchandisers’ Association (LIMA), the leading trade organisation for the global brand licensing industry. The focus of ILE 2018 is to create greater awareness about the benefits of brand licensing to Indian retailers and the business community at large and to promote India as a burgeoning market in the global landscape.

With participation from more than 500 global and domestic brands with players like Viacom18, Green Gold Animation, Adlabs Entertainment, Angry Birds, ChuChu TV, Dream Theatre, Cartoon Network, WWE, Orion, DQ Entertainment and Bradford License India, ILE’18 will showcase the spectrum of licensing with business buyers across categories and territories expected to attend the show over two days.

The conference programme will see participation from executives including:

  • Licensing Industry Merchandisers’ Association  president Maura Regan
  • Licensing Brands managing partner Pete Canalichio
  • NBA MD  Yannick Colaco
  • Nickelodeon Viacom Consumer Products, VP, Licensing Business Development Dan Frugtniet,
  • Entertainment One senior VP international licensing Ami Dieckman
  • Rovio senior VP brand licensing Simo Hämäläinen
  • Lima India head Jiggy George
  • Celebrities Entertainment MD Ulf Vespermann
  • WWE senior director consumer products Licensing, Retail  Archana Keskar
  • BCCL director, business head brand extension Sandeep Dahiya
  • ALT Balaji CMO Manav Sethi
  • Adlabs Entertainment joint CEO Dhimant Bakshi

The event also includes a master class (for limited 30 delegates) scheduled on 22, 23 August 2018 culminating into India Licensing Awards on 23 August 2018.

The forum highlights the potential of the emerging Indian licensing industry by bringing together the players of this dynamic industry and by creating a platform for education, growth, and networking in the given peripheries.

“We have been successful in portraying India Licensing Expo as a dedicated hub for licensing professionals. Licensing Industry in India is definitely on an upward trajectory and through ILE 2018, we intend to bring the global understanding to Indian landscape, further propagating this business model,” said License India chairman Gaurav Marya.

The show brings together a wide range of intellectual properties comprising characters, entertainment, celebrity, corporate, sports, art with an aim to encourage and enable licensing professionals to network and capitalize on opportunities and structure a concrete licensing program for retailers to leverage on.

“LIMA is committed to the continued growth and expansion of licensing around the world, and we are proud to support this show dedicated to licensing in India. It is important for the advancement of our business to come together in India, make connections and learn about this active market that is poised to achieve great things in the coming years,” said LIMA president Maura Regan.

“India has seen a massive surge in licensing in the last few years – there is consolidation and growth in key categories, the emergence of new genres and greater presence of licensed products at retail. LIMA India continues to bring the fraternity together to boost it further and we are very happy to partner with ILE in this journey as we continue to grow the industry and celebrate its success,” said LIMA India head Jiggy George.

“I attended the inaugural License India Show in August 2017 as an exhibitor as well as a guest speaker. I thoroughly support License India as a well overdue specialised and focused Licensing show for such a dynamic market like India. I firmly believe in the value of annual Licensing shows and attend them all over the World and I will continue to support License India both as a Licensor (Nickelodeon Viacom Consumer Products) and as an attendee in future,” said Viacom Consumer Products Vice President – Licensing & Business Development Dan Frugtniet.

“India Licensing Expo was a great venture initiated in 2017. It’s one of the right paths to evolve brand licensing in India. With the participation of LIMA, top brands and the exchanges of knowledge we can see this platform been built to ensure a bigger identity to the licensing universe and brand capitalization. We look forward to a greater show in 2018,” said Green Gold Animation COO & Exec. Director Samir Jain.

“India is an important market for WWE with a massive fan base that we believe deserves localized product solutions. We were pleased to participate in India’s first Licensing show backed by LIMA, organised by License India. It was a very well put-together event including the master class, seminars and panel discussions that are key to continue the education of global standards & facilitate relevant conversations in the market,” asserted WWE Senior Director – Consumer Products Licensing & Retail (India) Archana Keskar.


LIMA’s Annual Global Licensing Industry Survey Report is Now Available


New York, NY, July 26, 2018 – The International Licensing Industry Merchandisers’ Association (LIMA) has released the full findings of its Annual Global Licensing Industry Survey. The fourth annual survey provides in-depth analysis and detailed breakdowns of the US$271.6 billion global licensing industry – representing a 3.3% increase from the previous year, and overall growth for the third consecutive year. The report quantifies worldwide royalty revenue and corresponding retail sales by product category, property type and geographic region. It also covers the latest trends and offers forward-looking analysis and other features that capture the scale of licensing around the world. Topline results from the survey were released during the 2018 Licensing Expo. The report is commissioned by LIMA, the leading trade organization for the global licensing business, and conducted by Brandar Consulting, LLC.

“We are pleased to provide the latest edition of LIMA’s global report on the financial performance of the industry. With detailed analysis of the industry the report provides important data licensing professionals are seeking to support and drive their businesses,” said LIMA President Maura Regan. “The global licensing industry continues to demonstrate year over year growth and our goal is to provide tools to help our members realize even greater success.”  

Character & Entertainment continues to be the top property type, accounting for $121.53 billion in retail sales, a 44.7% share of the market. Corporate Trademarks follow in second place with $55.77 billion in retail sales for a 20.5% share of the total.

Apparel led all product categories with $40.67 billion in revenue, which accounts for 15% of total global licensed retail sales, followed by Toys at $36.12 billion (13.3% share), and Fashion Accessories at $31.04 billion (11.4% share).

In addition, the U.S./Canada remains the largest global region for licensed merchandise, with retail sales growing to $157.66 billion last year garnering a 58% market share. The strongest growth came from North Asia (up 6.2% to $26.05B) from China/HK and Japan, and Latin America (up 7.6% to $10.72B), led by Brazil. Business in the Middle East/Africa region grew at an above average rate of 4.0% with two countries from this region – Nigeria and Egypt – cracking the top 50 for the first time.

The full LIMA Annual Global Licensing Industry Survey is available free to LIMA members and priced at $975 for non-members. Click here for more information and to order a report.

India Licensing Exhibition 2018 Conference Agenda

10:00 – 10:40
INAUGURAL SESSION Reimagining the retail paradigm in India

With India beginning to “realize” the power of brands and nostalgia in retail, Indian retail fraternity is finding newer ways to engage with the consumers, consumer products segment being one of those. Pushing boundaries beyond the conventional ways, retailers are joining forces with entertainment, character, sports and celebrity brands to rake moolah. The session will cover

  • The changing face of retail in India
  • Using brand pull to tap the Gen Y
  • The big play of brand licensing: intersection of retail and brand connect
  • Global trends re-shaping in Indian economy
  • New Licensing Opportunities to watch out for

10:40 – 11:00
SESSION 1 Keynote -The future of TV in India

11:00 – 11:50
SESSION 2 The New Digital Entertainment Ecosystem

This talk will provide expert insight to the new digital entertainment ecosystem with a focus on building brands, creating captivating content, and unlocking value at scale.

  • Entertain me or Else: How to Win the Battle for GenY and gen Z time & attention?
  • Repacking Yesterdays’ entertainment for 21st century audiences
  • Increasing availability of localized content – Is this a game changer for entertainment industry?
  • Navigating the rapidly changing viewership scenario – from ‘inform’ to ‘entertain’
  • Creating a holistic content marketing strategy
  • Getting personal –. Can personalization be scaled? Building IP’s around short-form video and
  • Brilliance can come from any source in today’s entertainment industry – podcast, social media-shared video, or a plain old TV show or film.
  • Fast & Furious: Maximizing overnight sensation IP creation.
  • Movies and music on Facebook and Instagram
  • Evaluating impact driven by YouTube and digital influencers
  • The New age of Hit making

11:50 – 12:00 Tea Break

12:00 – 12:30
SESSION 3 The State of Stream

Entertainment-on-demand has built a complex streaming economy, with a new group of media
power players calling the shots. Business strategies vary wildly. User-generated content mixes with
premium offerings across platforms. The streaming elite debate what’s next.

12:30 – 1:15
SESSION 4 Building the Cult Fashion

Penetrating deeper into consumers mind: the dynamics of addressing demand or creating it

  • Why Menswear Is Having a Moment
  • How to Get Your Fashion Label Off the Ground in record time
  • The Power of Influence(R)
  • Limited editions and capsule collections
  • To be Celebrity Led in the World of Fashion
  • From reverence to relevance – Using the power of brands and pageants to build assets
  • The Intersection of Fashion, Technology + Experiential Travel

1:15 – 2:00 LUNCH

2:00 – 2:45
SESSION 5 The Future of Sports

Influencing the consumer beyond the thrill of the game

  • Digital is where the future lies – reimagining the channel of engagement
  • Sports Teams and the Digital Fan Experience – Driving Engagement and Cut-Through
  • Cultivating Creativity: The Mass Impact of Innovation in Sports
  • Teamwork beyond the Field: Value-Driven Partnerships
  • The Big Business of Sport: A Brand Perspective
  • Sports as Theatre : Reimagining The Biggest Stage
  • Sports League and Sports Deals
  • The Borderless Business of Sporting Spectacles

2:45 – 3:15
SESSION 6 Keynote: How to go from Reverence to Relevance?

3:15- 4:00
SESSION 7 Reimaging, Rediscovering and Reinventing Your Brand

  • How to make your brand voice more conversational
  • Re-inventing the business towards a new, digital-centric organization
  • Staging a Brand Rebellion by Embedding influencers in every stage of Consumer journey

4:00 – 4:45
Session 8: Brand + Licensing – The Way Forward?

This session will give insights into how an amalgamation of brands and licensing is a win-win formula
for retail.

  • How Brand + Licensing paving way for new innovations?
  • New properties, new IPs, innovative categories and licensing
  • How licensing is evolving in Indian market
  • Progressing with the needs & wants of new-age consumer
  • Unconventional licensing deals in India

4:45- 5:30
SESSION 9: Licensing from the lenses of Indian Market

Given the mammoth potential of brand licensing as a business strategy, a plethora of home grown
brands are exploring opportunities with their IPs. This session will give insights into how home-grown
brands are evaluate their IPs for extension.

  • How licensing works in India market vis-à-vis global markets
  • The curve of ‘unlearn’ and ‘re-learn’ in India
  • Sectors that have taken a leap with licensing
  • Home grown, home licensed
  • Case studies of licensing done right in Indian markets
  • Going global with local IPs

5:30 – 6:00
Valedictory Keynote

Archana Keskar on WWE’s winning formula!

WWE Shop Souled Store

When you think of WWE, images of gigantic men and women, body slamming each other come to mind. But there’s much more at play beyond the ring. World Wrestling Entertainment, Inc., aka WWE, is an American integrated media and entertainment company that primarily is known for its brand of sports entertainment. It has branched out into other fields, including moviesreal estate, and various other business ventures. As of 2018, it is the largest wrestling promotion in the world, holding over 500 events a year, with the roster divided up into various globally traveling brands. Over the years WWE has managed to build a very strong licensing & merchandising business which riffs off its on-air programming.

Archana Keskar, Senior Director Consumer Products Licensing & Retail, South East Asia & South Asia, WWE helps to demystify this massive goliath for us.

ILP: You have dabbled in the licensing business for quite some time and with multiple brands including the STAR Network, Disney, Cartoon Network and now WWE. What’s it about the licensing business that you find most exciting and spurs you to dream bigger and jump higher?

AK: The brands I represent. If you believe in a brand, it’s personality & attributes, you are better placed to plan brand extensions. This is the same reason a consumer buys into WWE and licensing is a great tool that allows a win-win partnership between licensors & licensees. You are only limited by your imagination: which other business model allows brand extensions across multiple product or service categories to deliver 360 degrees consumer value?

ILP: Do you believe the business of sports licensing is coming/has come of age in India?

AK : I think, in general, licensing as a business model still has some distance to travel in India irrespective of the genre. However, more sports and sports leagues are getting support and exposure, and are now more mainstream than before. With increased support to the segment, the overall relevance and brand association opportunities will continue to grow.

ILP: WWE is a $1 billion brand at retail. Most of us in India was first exposed to WWE thanks to the likes of “Stone Cold” Steve Austin and The Undertaker. Now you have a whole new generation to serve. How has WWE evolved to meet the change in the demographic?

AK : There are more consumer touchpoints for WWE than ever before. As well as more than 550 live events around the world every year, WWE programming is available in more than 800 million households worldwide, and is broadcast in more than 180 countries and 24 languages. WWE Network, our subscription-based TV service, had a record 2.1m subscribers as of WrestleMania 34. In social media, WWE is the number one sports channel on YouTube ahead of the likes of the NBA and FIFA, and is the second-most viewed channel on YouTube overall with more than 22 billion lifetime video views. WWE has more than 900million total followers across all 18 platforms. WWE has a diverse roster of more than 250 Superstars and Legends

Toys (WWE)
Toys (WWE)

representing nearly 30 different countries speaking 17 languages and counting, and featuring household names like 16-time World Champion John Cena to new talent like our very own Jinder Mahal who was the first World Champion of Indian descent, last year. We also enlist new talents from different countries every year. Collectively, they are global personalities, icons, heroes with huge star power that is relevant to consumers of all ages.



ILP: Globally WWE works with over 200+ licensees. What are the checkboxes from a WWE standpoint before appointing a new licensee?

AK: Passion for WWE, expertise in a specific product range or service and distribution strength. There is very high demand for WWE products in India and to meet this, we are looking for experts in varied category segments.

ILP: Talk us through the licensed product portfolio in India and other categories in the offing?

AK: We work with some of the best in different product categories like Mattel for Toys, 2K, Scopely for Console & Mobile Games, Topps for Trading Cards, DK Penguin Random house for Books,

Books WWE
Books WWE

Funko for Collectible figurines, Parle & Perfetti Van Melle for Promotions and WWE Superstar Authentic merchandise is available on our e-commerce platform,, launched in partnership with The Souled Store. Our core target consumer segment being the 15-25-year-old young adults followed closely by kids (4-14years) and to meet their demand, we are now in discussions with local companies across multiple categories including but not limited to Apparel, Footwear, Bags, Stationery, F&B, Home products, even promotional tie-ups.

ILP: Give us an example of a great licensed brand fit with WWE?

AK: WWE is a lifestyle brand with a portfolio of globally popular Superstars. Other than Action Figures and Games, Apparel & Superstar Fashion Accessories has the highest demand. With hundreds of Superstars to design for, the range possibilities are immense.

ILP: Which is the one license program you’ve run at WWE which qualifies to be in your personal hall of fame?

AK: The best is yet to come.

ILP: India is still a very conservative country when it comes to entertainment opportunity. How do you get past the gate-keepers (parents) to sell licensed merchandise to kids?

AK: Let me share a few examples; WWE video games have always been in the top 5, 2018 is the 11th year for our Trading cards, Mattel launched the WWE Action Figures & Playsets in April this year and few SKUs are already out of stock, Superstar authentic gear sales from our ecommerce platform –  

has consistently grown since launch last year. To break this down, WWE is an aspirational brand with mass connect across Young Adults & Kids segment alike. In terms of popularity, India is our number 1 market for TV viewership or social media following and people of all ages attended our India Events in the last two years. With demand this high, the only way we will be relevant to all gate-keepers (retail & parents) is to have good quality products & promotions with reputed companies and aim is to add to the existing product range in the country.

ILP: Any key learnings you would like to share regarding your journey as a licensor of one of the biggest sports brands in the market?

AK: WWE is unique. We are a sports-entertainment brand and the global consumer base connects with the larger than life Superstars; their personalities and stories. Our brand is not dependent on a single championships or sports series but is relevant every day of the year without a break. Therefore, innovation is key, be it Content or Consumer Products.

WWE Title belts
WWE Title belts

ILP: What does the roadmap for WWE look like over the next 5-10 years? Will consumer products or content syndication drive the agenda?

AK: Both go hand in hand. India is a very important market for us and we are carefully evaluating opportunities for localization across all lines of business.

ILP: What does Archana Keskar watch on the tele when she’s not watching WWE?

AK: We have interesting content every day of the week but when am not tuned into WWE, I catch up on Hindi movies. But it’s interesting as sometimes even that brings me back to WWE like Dangal, Sultan or even Brothers.