[icernet] New spirit in film merchandising

[Arul Selvan]

Film merchandise, an established industry in the West, is still nascent 
in India. Though there have been instances of film memorabilia becoming 
popular — the 'Friend' cap worn by Salman Khan in Maine Pyaar Kiya, 
Aamir Khan's silver ring in Ghulam, most of the clothes and accessories 
in Hum Aapke Hain Kaun, and the occasional Madhuri lehenga or Shah Rukh 
shirt on the Internet — Indian filmmakers are only now waking up to the 
benefits of introducing merchandise before their films.


Source:
http://www.hindustantimes.com/news/181_269373,0008.htm