Reliance Entertainment is one of India’s biggest production houses, but its new venture goes beyond films and into the fashion realm, by licensing merchandise linked to the upcoming release of the film 83, which charts the Indian cricket team’s path to World Cup victory in 1983.

Reliance has partnered with former Indian professional tennis player, Mahesh Bhupati’s Swag Fashion to create 83 Believe, a standalone brand that has released a limited edition collection of apparel and lifestyle items inspired by the film, due to hit cinemas later this year.

This kind of intellectual property merchandising tie-up is a new development for the Indian market, but one Reliance Entertainment is bullish about, seeing further potential in monetising its film content for merchandise.

“We already have a robust head-start with 83 Believe merchandise and consumers have been very receptive to the product lines,” said Reliance Entertainment group CEO, Shibasish Sarkar.