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The rise of licensing & merchandising (L&M) in India has been based on the advancement of technology, rapid expansion of the marketplace and a surge in brand consciousness. In India, licensing alone is worth $1.26 billion as per the 2018 WTR Forrester Report. Of this, $406 million comes from entertainment industry licensing. These figures constitute 5-7% of the global licensing and merchandising market.Indian brands constitute less than 10% of this pie, whileHollywoodmovies and music culture command the lion’s share. There are many examples of licensing, the most famous of all being the Disney brand. India, with its deep smartphone penetration numbers and wide adoption of digital applications has offered brand owners an opportunity to go beyond their core products and set up new licensing revenue streams.