From Hum Log to Buniyaad, Doordarshan launches a souvenir store on Amazon India 

Think Doordarshan, and the opening tune immediately comes to your mind. As it continues to become your earworm for the rest of the day, the broadcaster has decided to do something novel so they may continue to live in the hearts of people forever. The public service broadcaster decided to launch a souvenir store on Amazon India with a range of merchandise like mugs, sippers, T shirts and more. The brand's idea is to strengthen relationshipa with viewers who have grown up on a mixed bag diet like Hum log, Yeh Jo Hai zindagi, Malgudi days, Ramayana and Mahabharat. These nostalgia-riddled shows from the 1980s and 90s will now introduce memorabilia to young viewers in an attempt to re-establish the very values Doordarshan was built on.

In an interview, the CEO Shashi Shekar Vempati, Prasar Bharati said that this initiative helps establish the fact that the channel is by, for and of the citzens of the country. The online store follows the DD Souvenir Gallery thar was launched in June 2018. Some of the T-shirts will have taglines like I am in your DNA and  I am your Doordarshan.