The Luxmi group has entered into a collaboration with Disney to launch carpets themed around the characters Marvel, Pixar and Disney, targeting the evolving kids segment.

This is the second such tie-up the Calcutta-based group forged with a US company in as many months. In November, it entered into an arrangement with Coca-Cola India which launched ready-to-drink iced tea using organic green leaf sourced from the Darjeeling tea garden Makaibari.

The collaboration with Disney is with Obeetee Carpets, the Luxmi group entity which is India’s largest hand-woven rugs and carpet manufacturer. The company, which clocked a revenue of Rs 1,000 crore, will unveil prints featuring characters such as Mickey Mouse, Minnie Mouse, Goofy, Pluto, Disney Princess and the Marvel heroes.

Explaining the rationale for the pacts with Disney and Coca-Cola, Rudra Chatterjee, chairman of Obeetee and MD of Luxmi Tea, said: “Luxmi Group, in tea or home furnishing, has been known for long for its manufacturing prowess. Through collaborations with international brands, we will be harnessing the strength of our partners, be it marketing, distribution or brand.”

For instance, in the Coca-Cola deal, the soft beverage giant will bring the distribution reach and marketing might to sell RTD iced tea in India. Similarly, Obeetee will benefit from the strong appeal and brand recall of the Disney characters in the carpets.

The Obeetee collection of Disney carpets will be available both at retail outlets and online, tapping into the nascent yet growing segment targeted at kids. While fairly established in the developed countries and pursued by big retail chains, the kid segment is still at its infancy in India. With rising income level, the segment is expected to grow.

The company, founded in 1920, hopes the new range will draw young adults with Marvel characters such as Iron Man.