The 20-plus-piece merchandise range features the 1990s superhero and targets younger consumers and its nostalgic fan base
Lifestyle brand Khush has introduced a Shaktimaan-themed fashion collection featuring more than 20 merchandise products, with actor Mukesh Khanna, who played the superhero in the 1990s television series, attending the unveiling in Delhi-NCR.
The collection brings the Shaktimaan character into contemporary fashion and lifestyle merchandise, targeting both consumers who grew up watching the television series and younger audiences familiar with the character. Khanna was involved in the design process and reviewed the products before approving the collection.
“When founders Abhishek and Khushi came to me with this proposal, I was genuinely surprised,” Khanna said. “I usually take a long time to get convinced, but their vision really impressed me.”
Khanna said the association was intended to carry forward the values linked to the character, rather than simply commercialise the property. “When we talk about incredible, indomitable courage, I see positivity in every young person in this country. I want them to truly understand and live by the motto of ‘Satyameva Jayate’ (Truth alone triumphs),” he said.
Abhishek Sharma, founder of Khush, said the brand viewed Shaktimaan as more than an entertainment property and wanted the collection to retain the character’s association with moral values. “We didn’t look at Shaktimaan just as entertainment. It was an era where every child learned to speak the truth. Kids knew that bad deeds belonged to the reign of Kilvish, and they felt that if they stayed true to themselves, they too could awaken the Shaktimaan within,” Sharma said.
Co-founder Khushi Sharma said customer interest during the pre-booking phase also influenced the collection. She said the brand received queries from women seeking products from the range, prompting it to add options for female consumers.
According to the company statement, the collection comes as brands increasingly use established entertainment characters and nostalgia-led properties to create merchandise for newer consumer segments. For Khush, the Shaktimaan range combines the recognition of a character associated with an earlier generation with contemporary fashion products.
