International publishing company Sound Konnect has launched a new social expressions brand, BollyXpress, to bring licensed Bollywood content to a range of greetings and novelty items.

In the new company’s first deal, BollyXpress has launched a range of musical Bollywood greeting cards in partnership with YRF Merchandise, a division of the Bollywood studio Yash Raj Films.

The range includes cards for various international and Indian holidays featuring images and music from some of Bollywood’s most iconic movies such as Mohabbatein, Veer-Zaara and Salaam Namaste.

The collection is in Archies outlets across India and will roll out soon in the U.K., South Africa and Canada.

BollyXpress is planning to follow up the card range with a series of novelty products that will include mugs, tumblers, gift-wrap, gift packaging featuring content from existing and upcoming films from YRF.

“We are extremely excited about this business,” says Sid Shah, president, The Wild East Group, which helps YRF manage the social expressions category. “This is really the first licensed export of Bollywood globally, and it fills an under-served gap for the Indian diaspora and Indophiles who want to experience the richness of India and Bollywood outside of film.”