2018 has been a phenomenal year for the brand licensing and merchandising industry in India. Not only the market witnessed a bevy of global IPs marking their foray in India, but also a plethora of Indian brands aligned their business strategies to monetize on the fandom and brand equity. Leading the roster were the celebrities including the likes of Jacqueline Fernandez, Tiger Shroff, Kirti Sanon, Ranvijay Singh Singha etc. who hopped on to the licensing bandwagon to foray into consumer segments. The latest name to join this league is Bollywood actor Saif Ali Khan, who along with fashion retailer Myntra and Exceed Entertainment has launched his apparel brand “House of Pataudi.” While majority of the celeb inspired brands focused on athleisure or active-wear segment, House of Pataudi intends to carve a niche in the ethnic wear segment The brand is co-owned by Myntra, Exceed Entertainment and Saif Ali Khan. Commenting on the launch, Ananth Narayanan, CEO, Myntra-Jabong said, "We are very excited to partner with Saif and Exceed Entertainment to launch, 'House of Pataudi', a first of its kind brand in the country that embodies royalty and a rich cultural heritage.” Narayanan believes that ethnic wear in India is a Rs 70,000 crore market, majority of which is in the un-organised sector, thus creates a great opportunity for Myntra. The range includes kurtas, sherwanis, dresses and others in a price range of Rs 1,500 to 15,000 for men and Rs 2,000 to 20,000 for women. The entire range will be available exclusively on Myntra and Jabong from October 25. Briefing about the brand, Saif Ali Khan said, "House of Pataudi for me is an extension of my family legacy. From the way it has shaped up, I could tell House of Pataudi is a tasteful curation of Indian ethnicity and finer sensibilities bordering on the Pataudi heritage.” “Fashion and history are two areas I have personally been inclined towards over the years and am happy that we are taking a part of the Pataudi Legacy forward through this brand. The teams at Myntra and Exceed have put in a lot of research and effort and I believe we have all the right ingredients to build upon,” he added.