Sanrio, the global lifestyle brand best known for Hello Kitty and many other beloved characters, is pleased to announce the opening of its first representative office in India. Based in Mumbai, the new local office marks a strategic step in the company’s long-term vision for growth and deeper engagement with the Indian market.

“With a local office now coordinating our licensing efforts in the country, we would like to further strengthen our operations in India to establish our beloved characters including Hello Kitty as the lifestyle brand recognized worldwide”, said Silvia Figini, COO of Sanrio GmbH (EMEA, Oceania, and India) and Mister Men Limited (Worldwide). “We will build on the strong foundations we have already established, expanding both our network of licensees and product categories to offer consumers more opportunities to engage with the world of Hello Kitty and her friends.”

The announcement follows the appointment of Ruchi Pangasa as Director India Operations. In this role, she will lead Sanrio’s operations in the country, drawing on her extensive experience in the international licensing industry.

Sanrio over the past two years, has partnered with several local licensees, highlighting the flexibility and cross-generational appeal of the brand. Recent collaborations include Azorte (part of Reliance Industries Limited), Lenskart Solutions Limited, and Bluestone, all of which have contributed to expanding Sanrio’s presence across multiple product categories.

Alongside Hello Kitty and her friends, Sanrio plans to introduce and grow Mr. Men Little Miss in India. Since being acquired by Sanrio in 2011, the brand has evolved into a global lifestyle brand, with over 400 titles published in 17 languages, distributed across more than 28 countries, and brought to life through countless collaborations across a wide range of categories, including fashion, health and beauty, toys, and entertainment.