Licencing firm Bradford enters India in pact with Franchise India

New Delhi: New Jersey-based global licensing agency Bradford Licensing LLC has signed a joint venture pact with India's largest franchise group, Franchise India Group to form Bradford License India (BLI).

With a fast-paced economy and rising consumer culture, India has become a focal point for many international brands, who are entering this lucrative market though various arrangements, including the popular brand licensing route, which is rapidly gaining recognition amongst the Indian corporate houses as a tool for brand expansion by both brand owners (licensors) and licence holders (licensees).

Bradford Licensing and Franchise India says it will complement and capitalise on the two firms core competencies for developing the brand licensing market in India. Both partners say they have merged their proficiencies to develop successful licensing programmes for both domestic and international brands.

While enjoying an extended presence through Bradford Licensing's current establishments in USA, Europe and China as well as direct associates in Latin America, Asia and Australia, Bradford License India will also act as a global agency to recruit and develop licensees in various product categories for their clients.

In addition, the company aims to explore non-conventional licensing opportunities in India by capitalizing on the intellectual insight of Bradford Licensing. With the given strengths, Bradford License India will act as India's first complete licensing solutions provider.

Gaurav Marya, president, Franchise India Group, said, ''With a unique expertise in developing licensing programs for the most prevalent areas like corporate brands, television series and characters, fashion brands, sports, destinations, personalities, Bradford License India is perfectly geared to expand into diverse spheres of licensing in India. Its working parameters are primed by deriving licensing models as per the global standards and their integration with local marketing and networking strengths.''