BOLLYWOOD MERCHANDING
15 March 2007

Bollywood films grossed £12.4 million at the UK Box office in 2005, up from £8 million in 2003 with British Asians being big cinema consumers: up 42% visiting once a month or more. India has the largest film industry in the world producing over 1,000 films per year, costing up to $20 million per movie. By 2008, the industry is expected to gross US$ 2.2 billion.

Film merchandise has always been available in Indian markets, but most is pirated. Of the estimated total Indian film merchandise retail market worth $180 million, the organised sector accounts for a mere 2%! Although film merchandise may not be as big in India as Hollywood merchandise is in the west, many believe that it will not be long before it turns into a major revenue earner for producers.

So can young entrepreneurs grab a slice of this Bollywood-inspired market while navigating the treacherous world of film flops, countless middle men and a burgeoning black market? Yes, argues Lopa Patel, editor of Asian Lifestyle Portal Redhotcurry.com and founder of TheRedHotShop.com - a growing online ethnic retailer.

ABOUT LOPA PATEL

Mrs. Lopa Patel is the founder of Asian Lifestyle Portal Redhotcurry.com and online ethnic goods retailer TheRedHotShop.com. TheRedHotShop.com sells a broad range of products from hard-to-get Asian kitchen utensils, curry cookbooks, Indian beauty products and incense; fairly-traded, hand-crafted jewellery, clothes and accessories for ladies and children to the latest Bollywood DVDs and Urban Asian Music, which are all despatched from stock within 24-48 hours.

Lopa has over 20 years experience in marketing, direct marketing and IT. She has won numerous awards and was recognised with the accolade of 'Asian Woman of the Year 2005' (Media Category), she was also awarded the 'Asian Jewel Award' 2005 (Media, Arts & Sports Category) in the same year. She is a Fellow of the Institute of Direct Marketing and a Fellow of the Royal Society for the Encouragement of the Arts, Manufacturing and Commerce.

The Master class will be in two parts: part one will take the filmmakers from concept, development, production, post production, sales, distribution, marketing and promotion of an independent film. Part two will focus on production finance including sources of finance, structuring the commercial deal to closing the legal documentation and monitoring production.

ABOUT PARMINDER VIR OBE

Parminder Vir joined Ingenious Media Investment, UK's leading provider of project finance to the film industry and advisory company operating throughout the media and entertainment industry, in 2005. She is responsible for identifying potential films for production by Ingenious World Cinema and in developing relationships with producers of crossover films for the global market and attracting new investors to the company. She brings 20 years of award winning production experience of drama, documentary, current affairs and entertainment working for the BBC, ITV, Channel Four and major international channels

In February 2006 she was appointed Non-Executive Director to the Board of Department for Culture, Media and Sports (DCMS). She is Board Director, Indo British Partnership Network (IBPN); Board Advisor, Creative Capital Fund investing in start up creative businesses, a Skillset Patron, Board Director, Young Vic Theatre, and member of CDN (Cultural Diversity Network) Steering Group.

Honey Kalaria is the UK's Bollywood Ambassador. She is a leading dance choreographer as well as a business woman. Honey is the founder of her own Dance Academy with 15 centres across the UK teaching 1,800 students. She has won a plethora of accolades in business, dance and the film & television world. She has also produced the best-selling 'Bollywood Workout' exercise DVD.

Founder of IAMIA – the International Association of Modern Indian Arts - Honey Kalaria, launched the world’s first Bollywood Dance Syllabus in conjunction with United Kingdom Alliance, UKA. Bollywood Dance will now be recognised as a professional dance form, with students nationwide and internationally being able to take accredited exams. Honey is passionate about transforming people’s lives and teaching them about Indian art and culture.