Abstract

In September 2009, beverage giant, PepsiCo announced its foray into the apparel and fashion business in India. The company collaborated with License India to identify opportunities to retail its merchandise in the Indian retail market. Analysts felt that it was logical for PepsiCo to launch its licensing and merchandising program in India considering the enormous potential offered by the Indian retail industry. Through its merchandise program, PepsiCo planned to reach sales of US$ 568 million globally by 2010.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Brand licensing
• and Merchandising.

Keywords

Licensing, brand licensing, merchandising, licensee, fashion business, apparel, Pepsi, logo, Foreign Investment Promotion Board, License India, Bradford Licensing Associates, joint venture