MUMBAI: Culture Machine has extended its brand franchise in association with Paintcollar by launching an online Being Indian storeshop.beingindian.com. Through this strategic partnership, Paintcollar will power the Being Indian store which will feature the brand’s iconic art and designs inspired merchandise so as to further their reach within the BI fan following.

The e-commerce portal will update the portals designs on the online store on a weekly basis with art ranging from t-shirts, mobile covers, laptop skins and prints among others.

Following the massive success of the digital channel and fan demand, the venture also launched exclusive brand merchandise as an extension to create more conversations with the consumer. This extension has received a positive response among the fan base through engagements at various offline events such as Comic Con, The Lost Party and various college festivals across the country.

Culture Machine plans to take this forward through partnerships with popular YouTubers wherein consumers will get access to their merchandise on the Being Indian store online.

Speaking about the launch of the online store, Culture Machine president Siddharth Narula said, “Being Indian is one of the biggest successes in the digital space and has become synonymous with quirky urbane humour and sensibility. Launching an online store is the next logical step in expanding the franchise so we could give fans a more wholesome experience of the Being Indian universe. Through this store, we will be able to engage with fans across the length and breadth of the country with a unique brand experience.”

Launched in 2013, Being Indian has come a long way with fresh, young and bold content that resonates with the unapologetic and funny Indian. The channel currently has over 800,000 subscribers and 128 million views. Being Indian merchandise starts at Rs.399/- and the online store has a 15 percent discount as an introductory offer.