Brand Licensing 

After TVs, Kodak plans to expand brand licensing business in India

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As one of the most iconic brands of the world, the Kodak consumer products business continues to do wonderful business.

Following the success of Kodak branded television in India, the Eastman Kodak Company is now looking to expand its brand licensing business footprint in India by launching products in multiple categories, which includes mobile phones and apparel, according to a Livemint report.

The company seeks to have 5-7 brand licensees in India by the end of the year. Moreover, the company is also planning to generate 5-10% of the company’s global licensing revenue from India in the next 5-years.

“We will launch washing machines under Kodak brand by the end of this year. Super Plastronics Pvt. Ltd, our licencee for television will be our licencee for washing machines,” said Joel Satin, vice-president (global brand licensing and consumer products), The Eastman Kodak Company.

Once the ruler of the photography world, Kodak went bankrupt in 2012.

Satin was in India to meet potential licencee partners and its existing business associates. At present, Kodak has two brand licencees in India, and five globally.

India will be the first country where Kodak washing machines will be sold.

From mobile phones and accessories to LED lights and batteries and from instant print cameras and connected speakers to home automation products and CCTV cameras, the company is looking to launch a host of products through brand licensing partnerships in India.

The company is also likely to leverage on its global licensing partnerships in the apparel segment with H&M and Forever 21, to bring this range to India.

“In the US, we have a limited presence in apparel in association with brands like H&M and Forever 21. We are looking for licencee partners in India for apparel as well. We need to catch the attention of the young consumers. Apparel could be a good way to get brand Kodak familiar with the younger generation who would eventually move up to other Kodak products,” Satin added.

Super Plastronics, which has been a contract manufacturer for some of the home-grown television brand brands like SVL, Crown and Suntek, launched Kodak television in India in August 2016.

Meanwhile, Kodak believes entering the mobile phones segment in a market like India has a huge potential.

Over a period of time the firm has plans launch Kodak branded air conditioners, microwave ovens and refrigerators, home automation products and audio products, among others. “We need multiple partners because distribution is different for every product,” Satin said.

Depending on its success ratio in India, Satin said, the company will take Kodak branded white goods to markets in south America, west Asia, Africa and some parts of south Asia.

Besides, Kodak is also looking for distributors for its Instant Print Cameras and Pocket Projectors in India. Satin said Kodak may also look at selling its healthcare imaging products, home information technology devices, such as scanners and desktop printers.

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