New Delhi, Oct. 5 Ford Motor Company will introduce its range of merchandise including apparels, toys and auto accessories in the country.

Ford, through its global licence agent Beanstalk Group, has entered into a tie-up with Delhi-based licensing management firm Licence India for selecting licensees in the country for manufacturing and retailing of its product range. The brand licensing is aimed at boosting its brand image and establishing newer customer touch-points using the Ford nameplate besides exploring the possibility of using India as a potential sourcing hub for various merchandise. “The growth in organised retail is a sure-shot platform for us to hawk a range of products in India. Ford’s global licensing programme has witnessed a major success in the global markets and we want to replicate it in India. Our range of products will be out in the market by the last quarter of the current fiscal,” said Mr Mark W. Bentley, Ford Global Brand Licensing Manager. Revenue projections The merchandise will be extended to a wide range of categories including apparels, toys, bedding, car accessories and headware and will be positioned mid-priced. Asked about the revenue projections, Mr Bentley said it was too early to put a number. Globally, Ford’s licensing programme last year generated over $1.5 billion in retail sales with over 350 licences. “India, China and South America are the next big markets with potential for licensing of our brand,” he added. He said the company is also looking to leverage on Ford cardealers to retail the lifestyle merchandise. The company will licence Ford Blue Oval logo, besides its subsidiary Mustang and for truck’s ‘Build For Tough’ logo. Asked on what parameters the licences would be awarded, Mr Bentley said that company would select the partner on the basis of good manufacturing practices. “We are very clear we will not have manufacturer who employs children and cause environmental harm. We will be very rigorous and if it doesn’t reflect positively on our brand, we will not undertake it.” Mr Gaurav Marya, License India President said, “At a time when exports are falling, companies are looking at the domestic market to expand. India, with its huge demographic constitution and growing organised retail, is a potential market for most companies to undertake a brand extension.” License India also manages the Indian licensing business of some other major global firms such as PepsiCo, Polo, Santa Barbara and Hallmark.