Mumbai, April 11 -- From screens to merchandise, and now to your coffee and biscuits, global icons such as Harry Potter and Pikachu are entering India's grocery aisles via snacks, chocolates and cafe experiences.

Through collaborations with intellectual property (IP) owners, packaged consumer goods brands are seeking to expand their market beyond children to 'kidult' consumers by tapping into millennials' and Gen Zers' nostalgia to drive engagement.

There's a sizeable market waiting to be unlocked. "While exact splits vary by campaign and category, internal estimates and market trends suggest that anywhere between 40-60% of participation in food and beverage (F&B)-led licensing collaborations in urban India today can be attributed to th...