Future Group inks co-branding deal with Marvel for handwash

Posted By: Religare
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Future Group inks co-branding deal with Marvel for handwash
The Kishore Biyani-promoted Future Group, which runs India's largest retail chain in both value and lifestyle formats, has signed a co-branding deal with Marvel, a part of the Walt Disney Company, for crafting new categories in the kids' personal care segment.

The group comprising of big retail chains like Big Bazaar, Food Bazaar and Pantaloons, prospects to introduce its kids range of handwash products, which would be launched under its private brand Caremate along with Marvel characters like Snow-white and Spiderman. The product would be launched in the next one week.

Future Group's Head (Private Brands), Devendra Chawla, reported that the company is the first Indian retail player to opt for co-branding with Marvel Entertainment, which is the world's largest comic book and action hero company, for introducing a kids range of personal care products. As the kids handwash category is a untapped, the company initially wants to enter it by launching its range of products.

Meanwhile, Future Group has already entered into a co-branding deal with Walt Disney for its Tasty Treat, which includes cereals and jam.

Read more about: future group, soap and detergents
Story first published: Tuesday, May 3, 2011, 9:30 [IST]
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