Sanrio strengthens India expansion, opens first local office

Global lifestyle brand Sanrio, best known for its Hello Kitty character, is strengthening its India expansion and has opened its first local office in the country. Located in Mumbai, the representative office is positioned to drive growth and deeper engagement in India.

 
“With a local office now coordinating our licensing efforts in the country, we would like to further strengthen our operations in India to establish our beloved characters including Hello Kitty as the lifestyle brand recognised worldwide”, said Silvia Figini, COO of Sanrio GmbH for EMEA, Oceania, and India and Mister Men Limited Worldwide, in a press release on Wednesday. “We will build on the strong foundations we have already established, expanding both our network of licensees and product categories to offer consumers more opportunities to engage with the world of Hello Kitty and her friends.”

The announcement closely follows the business’ appointment of Ruchi Pangasa as director, India operations to lead Sanrio’s activities in the country. The business has harnessed local partnerships in India to promote growth over the past two years, with collaborations including Reliance’s Azorte for fashion and Lenskart for eyewear, as Sanrio continues to expand the range of its product categories.
  
Along with Hello Kitty, Sanrio’s characters include Cinnamoroll, Kuromi, My Melody, Pompompurin, and Gudetama. The business acquired Mr. Men Little Miss in 2011 and plans to both introduce and grow the brand in India through collaborations spanning fashion, health and beauty, toys, and entertainment.