The concept of Bollywood merchandising has come a long way since then.

Well, the 1973 Rishi-Dimple starrer has a distinction to its credit. It was perhaps the first film to start merchandising its products the hair clips and pins worn by Dimple Kapadia could be bought by fans.

The concept of Bollywood merchandising has come a long way since then. The latest film to have marketed its products is Ashutosh Gowariker’s magnum opus Jodhaa Akbar whose main characters would be reproduced as toys by a leading toy maker. Besides toys, other merchandise includes jewellery, coffee mugs, sports items, stationery, curios, mobile ring tones, vehicles, food, beauty products, toiletries, bath items and apparel.

The movie credited with popularising merchandising is Sooraj Barjatya’s Maine Pyar Kiya (1989) - the ‘Friend’ cap featured in it sold like hot pancakes. Another Barjatya blockbuster, Hum Aapke Hain Kaun also did brisk business, with Madhuri Dixit’s purple sari becoming a craze. Films that have merchandised successfully of late include Bhoot, Fanaa, Goal, Hum Tum, Main Prem Ki Diwani Hoon, Saawariya, Om Shanti Om, Na Tum Jaano Na Hum, Koi Mil Gaya and Krrish.

So, why are filmmakers increasingly venturing into merchandising? Firstly, it adds up to the profits. Also, by flooding the market with movie-centric products, the movie gets more visibility. As Ram Kamal Mukherjee, VP, Pritish Nandy Communications explains, “Merchandising is a tool for the filmmaker to keep his film alive in public memory. It’s all about providing something different, a unique product to the customer.

Bollywood memorabilia or merchandising has a lot to do with how retail functions. Till now, it was marginalised. There were thousands of outlets and negotiating with them was a very tedious process. Now, with major retail outlets replacing the numerous others, distribution and placement becomes easier,” says Ravi Gupta from a premier production house.