Sanrio Company partners Dream Theatre to launch Hello Kitty in India

As a part of its licensing agreement with Dream Theatre, Sanrio Company will launch the brand Hello Kitty in India with several product categories including clothing and accessories.

To accelerate its growth in India, Sanrio Company will partner with key retailers in the country in order to reach a broad range of age demographics. The company will accelerate its product launches during Diwali to tap into the festive gifting spirit.

This year, the company will focus on young adults, says Jiggy George, CEO and Founder, Dream Theatre. It also plans to work with all top retailers including Reliance, Aditya Birla Group and Lifestyle. Collaborations with direct-to-consumer brands like the Souled Store, etc are also in the pipeline.

Besides launching Hello Kitty branded products in a wide range of Indian stores, the Sanrio Company also plans to leverage social media channels to boost brand awareness. It plans to launch a Hello Kitty YouTube channel in Hindi to forge connections with local shoppers with the Tamil and Telugu channels following in 2025. It will also launch an instagram account for the brand Hello Kitty in India.