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Blah & George's mojo: Creating brands in fashion & fitness

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MUMBAI: In a paradigm changing development which will redefine the way retail brands are created in the country, Anirban Das Blah and Jiggy George, two of the foremost names in the Indian brand management & licensing spaces, respectively, have joined hands to launch Mojostar. The company will focus on partnering with celebrities to co-create authentic brands in the areas of fashion, fitness, personal care, and more.

Kwan has established itself as India’s largest entertainment marketplace connecting investors, artists, and brands. Dream Theatre, on the other hand, is a brand management and licensing company. Mojostar’s operations will be boosted by the combined reach, knowledge, and domain expertise of the two iconic companies. It is a partnership that will look to tap into the growing influence of Indian celebrities to create powerful retail brands. Mojostar has already finalised Bollywood stars such as Jacqueline Fernandez and Tiger Shroff to launch the first line of celebrity brand products.

Kwan Entertainment director and Mojostar founding partner said Anirban Blah said, “Celebrities hold massive influence in trends related to fashion, fitness, personal care, and appearance, and have been used by brands for decades for endorsements. We have partnered with Dream Theatre to launch Mojostar. Globally, we have seen billions of dollars of value being created by celebrity brands such as David Beckham, Victoria Beckham, Mary-Kate and Ashley Olsen, and Jay-Z etc.”

Dream Theatre founder & CEO and Mojostar founding partner Jiggy George added, “Creating celebrity brands and their extension in product and services requires crafting an authentic brand DNA, with a lot of attention to detail and genuine differentiation. In India, the authentic approach to celebrity brand creation has not yet matured. This JV will be leveraging our mutual strengths to revolutionize the way retail brands are created in India.”

Mojostar's ‘house of brands’ envisions creating a minimum of 3-4 celebrity brands worth upwards of $100 million in each category in five years.

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