Disney in deal with Sunteck Realty to launch co-branded apartments
Disney Consumer Products India, the licensing & merchandising arm of The Walt Disney Company India, has done its first licensing deal in the real estate sector with Mumbai-based real estate company Sunteck Realty to launch Disney Inspired Homes in Goregaon, the Northern suburb of Mumbai.
Disney inspired homes will have Disney branded furnishing, home décor products, color palettes, bedding products, bath fittings and more to bring Disney experience for the family.
The project will also have Disney inspired kids recreational areas such as swimming pool, play zone, party and activity areas for kids to spend time with their family and to bond together.
Spread over 23 acres, the project ‘Sunteck City’ is being developed by Sunteck Realty at Goregaon West and has a developable area of six million Sq.ft of mixed development township.
The project is expected to generate a turnover of approximately Rs 100 billion to the company, the statement said.
“We are pleased to be working with Sunteck to offer Indian families an opportunity to bring a piece of Disney magic into their homes. Disney’s beloved characters and stories have inspired multiple generations of fans,” said Disney UTV MD Consumer Products, Retail and Publishing Roshini Bakshi.
“Our Disney Home products span across total home solutions including furniture, bedding, rugs, tableware, kitchenware, fans, paint and bath accessories. We look forward to bringing more Disney inspired home environments and décor to kids and families in India.”
This is the second major licensing deal between a media brand and a real estate company.
In 2010, Nirmal Limited, India’s leading Real Estate Company, had entered into an exclusive licensing agreement with Discovery Enterprises International (DEI) – a division of Discovery Communications, to develop Discovery-branded residential apartments, offices spaces and lifestyle clubs.
The deal gives Nirmal an exclusive use of the Discovery brand for the Indian market over the next 10 years. All projects under the Nirmal – Discovery tie-up will be green initiatives which will be Discovery certified.
Sunteck Realty chairman and MD Kamal Khetan said, “Our association with Disney in Mumbai helps us differentiate our offering from the other players in the market and breaks through the clutter to offer families their dream home. We are excited to be the first ones to bring Disney inspired homes to India.”
“This association with Walt Disney reiterates our commitment to deliver niche living spaces to discerning customers. It is our endeavor to build dream homes and create an exciting atmosphere for families to raise their kids. Sunteck City will form a conducive and holistic environment that entails living beyond residencies,” he added
DCP India is focusing on broadening its distribution by expanding product reach beyond large cities through existing licensees and ‘direct to retail’ relationships. It is working with over 85 licensees across categories, with its products available across 100,000 different retail formats in India.