Channel V to offer apparel, mobile phones

Star India's music offering Channel [V] is preparing to roll out branded mobile phones and apparel range as a part of its on-ground brand extension plans targeting youth of India.

The channel which had last year launched its first V Spot Cafe + Bar in Delhi has announced opening of the second one in Gurgaon, with plans to set up 30 such hangouts in the next five years.

"We are taking numerous initiatives to attract maximum attention of our core target group -- the college going youth. Last year we launched the [V] Spot Cafe + Bar concept. Currently talks are on with 3-4 companies to roll out a range of V branded mobile phones and apparel," Channel [V] India Head Prem Kamath told PTI.

He, however, did not disclose more details of the plan.

Commenting on the expansion of the cafe chain Kamath said: "In the next five years we want to open 30 such cafes in the country. Every business we get into will be a revenue generating model on a standalone basis," he said.

After Delhi and Gurgaon, the company has finalised locations such as Pune, Bangalore, Kolkata, Indore and Chandigarh in the next six months through a franchising model.

Though Kamath did not share targeted revenue from the cafe business, but according to industry sources, it is understood that one cafe would have an annual turnover of Rs 10 crore.

"We get a royalty share of the revenues earned by each cafe," Kamath said.

The proposed products such as branded apparel and mobile phones will also be sold at the cafes.

Besides the cafe initiative and the proposed merchandise roll out plan, the company also organises other events to engage with the youth such the recently held Indiafest in Goa.

"The country's youth today spends only 20 per cent of time on TV and rest out side homes. So we have made a conscious effort to engage with them outdoor and even when they are not hooked on to TV sets," Kamath added.