Brand and IP management
Trademark registration, IP audit and valuation, brand guidelines, anti-counterfeiting and royalty auditing.
Where brands
become legacy
From India to the world: licensing, retail and live experiences for the brands people grow up with.
- Tonino Lamborghini
- NASA / ISRO
- Arsenal FC
- Paris Saint-Germain
- Paul Frank
- Agatha Ruiz de la Prada
- SWISSBRAND
- Cubcoats
One platform. Every link in the chain.
Axiom Brands Collective connects brand owners with markets. Specialist partners execute on the ground, so a brand can go from licence to launch to shelf with one team.
18years of licensing experience
250+malls in India with active partners
40years of franchising and licensing expertise in the Global Brandz network
10+territories
Seven services. One licensing lifecycle.
Pick one capability or run the whole programme through us.
Brand licensing and category extensions
Our core competency: licensee identification, deal negotiation, minimum guarantees and ongoing licensee management.
Events and location based entertainment
Character meet and greets, mall activations, theme park and FEC partnerships, and celebrity appearances.
Product development, sourcing and merchandising
Concept to shelf: manufacturer qualification, sampling, quality control and supply chain optimisation.
Creative solutions
Style guides, product artwork, campaign creative, social content and retail visual merchandising.
Legal documentation and drafting
Licensing agreements, NDAs, IP assignments, distribution agreements and dispute resolution.
Market entry and territorial expansion
Feasibility analysis, partner identification, regulatory navigation and go-to-market for Asia-Pacific, the Middle East and beyond, including joint ventures with local partners.
Not sure where to start?
Organisational network of Axiom
Axiom is the global platform. Two partners deliver in India: Brand License India for licensing and experiences, and ETCBIZ India for sourcing and distribution.
Global platform and strategy: brand strategy, international partnerships, the advisory network and territory coordination.
Our anchor operational partner, executing from India. Core expertise in brand and IP management, brand licensing and location based entertainment.
Axiom's sourcing and distribution arm, taking licensed products from manufacturer to Indian retail shelf.
From factory floor to shelf
ETCBIZ India is Axiom’s sourcing and distribution arm: a curated business solutions agency for fashion, lifestyle and hotel businesses. Its team of brand marketers and merchandisers has run large accounts across retail, manufacturing, brand licensing, distribution management and buying and sourcing across the Indian sub-continent, the Middle East and ASEAN.
Soft lines
Men, women and kids apparel; footwear, flip-flops and socks; bags and accessories; fashion jewellery; cosmetics and beauty care.
Hard lines
Toys and games, publications, stationery, DIY sets and educational material.
Home lines
Bedding and textiles, home décor and accessories, kitchen and tableware.
Offices
Delhi (registered office), Mumbai and Jakarta.
Distribution markets
SAFTA countries (India, Nepal, Bangladesh, Sri Lanka), ASEAN (Indonesia, Malaysia, Philippines) and the Middle East.
Supply base
India, Bangladesh, Sri Lanka, China, Hong Kong, Indonesia and the UAE.
Shipping ports
Mumbai, Chennai, Mundra, Chittagong, Jebel Ali, and Manila and Davao City.
We serve brands, retailers, online sellers and marketplaces, distributors and wholesalers, with OEM, catalogue, branded and stock programmes.
Clients and partners
Also on board: Urban Basics home furnishing.
Where global characters meet Indian malls
Brand License India runs licensing and live experiences across the country, with all the leading character brands as working partners.
- Brand and IP management: protection and portfolio strategy for brands entering or growing in India.
- Brand licensing: licensee selection, deal structuring and ongoing management.
- Location based entertainment: character experiences inside 250+ partner malls across India.
Case study
How Cubcoats took an American kids brand global
Cubcoats signed with Axiom and used every division.
- Global sourcing, product development and supply chain
- Licensing programmes across multiple territories
- Collaborations with football franchises, an IPL cricket team and popular character brands
- Discover CUBCOATS Island: a mall experience for parents and kids
- DTR distribution licensing with key retailers in Europe, India and the UAE
Joint venture
Cubcoats Sourcing Venture
A joint venture set up to serve the compliant Cubcoats product range, developed and sourced from major onboarded suppliers under the aegis of ETCBIZ India.
- Run by ETCBIZ India’s team of seasoned sourcing and product development professionals, working from India
- Operational set-ups across Coimbatore, Tirupur, Delhi NCR and the Mumbai suburbs
- Networked operators across Bangladesh and Sri Lanka
- Supply from major onboarded suppliers, built around the compliant range
How a licensing programme runs
Four stages, from the first brand audit to ongoing monitoring.
Brand analysis
Programme assessment, market research and category evaluation.
Design and product development
An effective, timely approval process for every product.
Retail development
Market consultancy, with dealership and sourcing support.
Performance monitoring
Business tracking and compliance with quality and legal standards.
If the stars don't align, you still have a way out
We plan customised exit strategies up front, so a brand extension or collaboration can end cleanly, without the handcuffs.
Categories we license
Delivered as brand licensing, market entry and franchising, and merchandising.
Iconic brands. Infinite possibilities.
Luxury fashion houses, space agencies, sports giants and entertainment icons.
Tonino Lamborghini
Italy. Luxury lifestyle across fashion, accessories, home décor, hospitality and electronics.
SWISSBRAND
Switzerland. Watches, accessories, luggage and lifestyle.
Paul Frank
USA. Pop-culture brand with Julius the Monkey: apparel, accessories and stationery.
NASA / ISRO
USA and India. Apparel, stationery, educational products and collectibles.
Arsenal FC and Paris Saint-Germain
Football's global fanbases across apparel, collectibles, home and F&B.
Cubcoats, Purple Turtle, Established Inc, Shantanu & Nikhil, Agatha Ruiz de la Prada
Kids, education, streetwear and couture across Asia-Pacific and Europe.
Also in our programmes: Pepsi, Lay’s, Doritos, Cheetos, Mountain Dew, 7UP, Oxford University, PGA, WWF, Hang Ten, Sanderson, Frida Kahlo, Technicolor, Citroën, MG, Mitre, Shantnu & Nikhil and Sanjeev Kapoor.
Brands in our programmes
A selection of licensed products and campaigns across fashion, sport, heritage and lifestyle.
The people who close the deals
Axiom’s licensing leadership combines deal-making depth with on-the-ground market knowledge, backed by specialist departments and a network of partners.
Licensing leadership
DV
Dhiraj Vats
Licensing Director
Leads Axiom’s brand licensing operations across South Asia and Southeast Asia, from deal structuring and licensee management to category development.
JB
Jalaj Bedi
Licensing Director
Drives licensing partnerships and market development, building licensee networks that grow royalty revenue across assigned territories.
Departments and partners
Creative Department
Style guides, product artwork and campaigns
Style guide development, product artwork, campaign and social creative, and retail visual merchandising, so every licensed product is brand-compliant and commercially compelling.
Legal and Compliances
Agreements, IP and regulatory
Licensing agreement drafting, IP protection and trademark management, contract negotiation, regulatory compliance, financial administration and reporting across all territories.
Global associate partners and advisors
Entertainment, fashion, sport and consumer brands
A network of associate partners and advisors in our territories, guiding celebrity strategy, character licensing and brand storytelling.
Everywhere your brand needs to be
Offices and representatives across 10+ territories on 4 continents, headquartered in Delhi.
DelhiHeadquarters, India
MumbaiIndia
JakartaIndonesia
ManilaPhilippines
DubaiUAE
AmsterdamNetherlands
Florence, Bologna and MilanItaly
LondonUnited Kingdom
Los AngelesUSA
Let's build something together
Brand owner, celebrity, sports franchise or manufacturer: tell us what you want to achieve. Our licensing team replies within 2 business days.