India's Playboy Brand Licensee Starts Rolling Out New Venues

Mar 1, 2016 6:00 AM PST

MUMBAI — PB Lifestyle Ltd., the exclusive license holder in India for Playboy Enterprises Inc., has launched the world’s first Playboy beer garden in Pune.

The 8,000-square-foot garden is part of the India license holder’s plan to roll out clubs, cafes, beer gardens, signature events and merchandise under the Playboy brand, according to the Hindu Business Line

“The first Playboy beer garden in the world, right here in Pune, encompasses a fusion of fine dining, entertainment, music and some freshly brewed beer,” PB Lifestyle Chairman Parag Sanghavi said.

Pune is the ninth-most populous city in India and the second largest in the state of Maharashtra after the state capital city of Mumbai.

PB Lifestyle continues to exploit its Playboy brand license in India to maximize revenue. It struck a 10-year licensing deal with Beverly Hills, Calif.-based Playboy Enterprises nearly four years to operate the brand in the country.

Another Playboy beer garden is scheduled to be opened in Bengaluru later this year, and the company plans to launch a flagship Playboy club in the Worli district in Mumbai in April.

A number of Playboy clubs are already open in Hyderabad and Goa.

The Playboy licensee also is opening restaurants in Gurgaon and Hyderabad’s Jubilee Hills later this year.

Some of the signature touches at the restaurants and clubs include branded products such as the Hef Burger and handcrafted cocktails such as Playboy Martini, Playboy Mojito and Playboy LIIT.

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