The recent triumph of ISRO’s Chandrayaan-3 mission has not only boosted the nation’s pride but also set off a surge in sales of branded merchandise related to the Indian Space Research Organisation. From T-shirts to coffee mugs, and even DIY rocket kits, various direct-to-consumer (D2C) companies have been witnessing a remarkable spike in demand for products featuring the iconic ISRO logo.
Black White Orange Brands, a startup specializing in brand licensing, has reported record-breaking sales, especially on August 23, with an almost tenfold increase compared to a regular day’s sales. Bhavik Vora, the founder and CEO of the company, explains that while the numbers are still relatively modest, they achieved merchandise sales of around Rs 2.4 crore in their inaugural year of 2021, which escalated by 40% the following year. Anticipating a remarkable 400% surge in sales this year due to Chandrayaan-3’s moon landing success, the company’s success showcases the growing enthusiasm for ISRO-branded items.
Another startup, The Tee Point, incubated at IIM Kashipur in 2021, has also joined the ISRO merchandise bandwagon. Founder Prachi Wadhwani reports that they are witnessing substantial demand and have introduced new Chandrayaan-3 designs. The company foresees a tenfold rise in ISRO product sales and plans to expand their reach in both the B2C and B2B2C segments.
ISRO’s licensing initiatives have also contributed to this merchandise boom. Since engaging nine licensees in 2021 to create an array of products such as clothing, coffee mugs, backpacks, toys, and more, the number of partners has grown to 19. Indic Inspirations, a Pune-based startup, offers over 100 ISRO-licensed products among its more than 1,000 offerings. Founder Sunil Jalihal notes that sales of ISRO-related products have already reached Rs 1 crore in the past 18 months, with projections reaching Rs 4-5 crore this year.
Jiggy George, CEO of Dream Theatre India, a brand licensing specialist, emphasizes the importance of legitimate rights and officially licensed offerings in the merchandise realm. He compares the enthusiasm for NASA-branded merchandise in the US to the potential for ISRO-licensed products to become a year-round trend in India.
These D2C brands are targeting a range of customers, including space enthusiasts, engineers, students, and schools. Collaborations with space education influencers, strategic partnerships, and limited-edition launches have all contributed to the growing demand for ISRO-related merchandise. The Tee Point even plans to introduce an augmented reality filter that allows customers to experience animation directly from ISRO merchandise using their smartphones. With Chandrayaan-3’s success fueling this space-themed retail boom, ISRO-branded products are rapidly becoming a symbol of national pride and innovation.
