| 24 Feb 2024
Universal Music India becomes the first Indian record label to launch international music merchandise

MUMBAI: The access to legitimate merchandise of some of the most recognised musicians of the world will no longer be a hassle for Indian consumers. Universal Music India will launch its own official international music line, becoming the country’s first music record label to do so.

UMI will launch the exclusive range of merchandise under its global music merchandise label Bravado. The merchandise label will provide several products related to consumers’ favourite bands/artists. Apparels liket-shirts, hoodies and fleeces, and home accessories like coasters, cushion covers, mugs and magnets. UMI have ensured the tech aficionados have something to look forward to too. With MacBook and iPad sleeves, laptop skins and mobile covers, UMI has provided a wide range of options for the fans to own merchandise in digital accessories form of their favourite artists. In the section of fashion, the products include caps, belts, eye wear, boxers and flip-flop.

From rappers like Eminem, Lil Wayne to classic rock acts like The Rolling Stones, The Doors, Queen, Jimi Hendrix, Black Sabbath, the options are aplenty. EDM fans can now take home the merchandise of their favourite DJs/producers/acts like Axwell, Swedish House Mafia and several other popular artistes like Katy Perry, Imagine Dragons, Bob Marley, Lady Gaga and more.

Indian consumers, over the years, had limited options and accessibility to authentic artists’ merchandise. Inadequate quality and expensive rates often acted as obstacles for Indian consumers to purchase the desired merchandises, however UMI assures the latest collaboration with Bravado will provide the products at reasonable prices at nearest retail/e-tail store. Universal Music India, through its latest initiative, opens the door for the fans to consume music beyond audible formats. Managing Director and CEO of Universal Music Group, South Asia, Devraj Sanyal said, “We at Universal Music India believe that our music audiences are ready to consume music beyond just its audible format. However, the lack of legit and quality International music merchandise in India has deprived music aficionados for a long while now. Thus, through Bravado – the world’s leading music merchandising company, now owned by UMG - we are proud to introduce an exclusive music merchandise range of some of the world’s biggest International artists and bands. There’s something for every `music’ fan out there across apparel, fashion and digital accessories! All this super attractively priced and at great quality. So now you don’t have to shop overseas or wait for a touring artiste to avail of Official music merchandise, it’s all available at your nearest retail / e-tail store.”

The latest development pushes the UMI’s vision to strengthen on the interests that range from live space to branded content to a new territory. Availability of these products across lifestyle, retail and e-consumer platforms could potentially make UMI the go-to brand for the international music lovers in the country.