Khushboo Bisht is such a big Batman fan that she even has a Bat-logo tattoo. But when the 30-year-old former ad professional set up an online store to sell superhero merchandise, she turned instead to the caped crusader’s arch-enemy for inspiration. WhySoSerious (the name comes from The Joker’s quote in The Dark Knight) buys official movie, TV show and superhero merchandise from the US, UK and Canada and sells it to a niche market of “people who follow TV series such as Doctor Who”. As it turns out, 30- to 40-year-olds are big shoppers of merchandise from Star Wars, DC and Marvel comics, The Big Bang Theory and Pac-Man, from superhero thumb drives and ice trays, coffee mugs with “Bazinga” inscribed on them to R2D2 watches and t-shirts. The 250-odd items on sale also include quirky gifts and collectibles, sourced from designers all over the world and targeted at “anyone who is a kid at heart”. Bisht buys only limited quantities of each item to ensure it remains relatively exclusive and doesn’t add to inventory. Going forward, she plans to start designing and fabricating products in India too.