KMI CEO Rajiv Sangari says, "Marvel superheroes will be immediately available throughout the country for licensing on a wide range of consumer products including apparel, stationery, publications, toys and games, party goods and accessories. The Marvel brands are among the most recognisable in the world and have a strong following in India among kids, teenagers and adults."

He says that the company will look at forging tie-ups with FMCG companies. The goal is to close 10-12 licensing deals in the first year that will generate Rs 250 million. He adds that in addition to Spiderman, Hulk is also popular.

Marvel Entertainment International president Simon Phillips says, "We are excited about the Indian market. In a few years, I expect it to become the number one market for us in India. That is because of the sheer number of people interested in our products. We have published a Spider-Man comic book series where we featured an Indian version of the superhero."

Phillips also adds that going forward the company could look at licensing its characters to Indian production houses for film and television. He believes that there is a fit between what Bollywood offers and its characters. It is a question of finding stories through which the Marvel characters can add value to Indian culture.