Liverpool's Indian licensee aiming to capitalise on country's growing soccer appetite

The Indian brand management and licensing agency Dream Theatre, charged with licensing the Scousers in South Asia, is targeting young adults, kids and teens in India who are increasingly branching out of cricket into other sports such as football.

Liverpool's unique attacking playstyle has helped attract a following spanning generations in the country, according to Dream Theatre's founder.

A differentiated merchandise line with retro, limited and winner's edition clothing and replica sold by best-in-class partners is to ensure wide appeal across generations.