Playboy to expand presence in India

Playboy Enterprises, publisher of the adult magazine, plans to expand its presence in India by launching its range of apparel, footwear and accessories in Indian market by end of the year.

The company, known for its men's adult magazine Playboy, made its foray in the Indian market in April this year when it launched its range of perfume for men -- Hollywood playboy, Malibu playboy, Miami playboy and Vegas playboy.

The Chicago-based company, that had launched fragrances for men in India earlier this year, has signed agreements under which its Indian partners would manufacture and sell its range of products in the market.

"In signing these kinds of deals, we look for partners who have experience in manufacturing, know the retail and distribution markets, and perhaps most importantly share our passion for the brand." Alex Vaickus, company's executive vice president and president for global licensing  said at a press conference."Beyond being one of the most populous countries in the world, India has a growing consumer economy and a large per cent of its population comprises our target audience of young adults, which makes it a particularly attractive market for us," Vaickus said.

The perfumes would be sold in India through distribution house JL Morison (India) that entered into an agreement with New York-headquartered manufacturer of fragrances COTY.