India’s 450 Mn Gamers Are Ready to Spend on Merch. Is There Enough to Buy?

In a modest two-bedroom apartment in Pune, 21-year-old Arnav Jain is preparing for a livestream. The camera is not only focused on his gameplay but also on a carefully arranged backdrop: a Razer hoodie, tubs of G Fuel, LED-lit panels, and shelves lined with Valorant and Halo memorabilia.

“It’s not just gaming anymore,” he says. “It’s aesthetic. It’s my identity.”

None of the items on display, however, are from Indian brands.

“I’ve tried looking,” Arnav says. “But Indian gaming merchandise rarely feels original. Either it’s just basic logo printing or it feels like someone tried to copy something from the West. The vibe’s missing.”

His views are echoed by streamers, casual gamers, cosplay artists and merch designers across the country. As India’s gaming sector expands rapidly, the merchandise ecosystem crucial to the culture and community around gaming remains underdeveloped, inconsistent, and fragmented.

India is home to over 450 million gamers, making it one of the largest player bases in the world. The gaming industry is projected to reach ₹231 billion by FY25, according to a recent FICCI-EY report. Yet, even as investments pour into game development, esports, and influencer ecosystems, gaming merchandise remains an overlooked sector.

“There’s a misconception that Indian gamers don’t want to spend,” said Abhishek Aggarwal, co-founder and managing director of Trinity Gaming. “They do, but it has to mean something. Right now, the emotional or aspirational value just isn’t being built by Indian merch players.”

Although exact numbers on domestic gaming merchandise sales are scarce, global brands such as Logitech, Razer, and Secretlab continue to see growing demand in India — not only for hardware, but for branded apparel and collectibles. By contrast, Indian merchandise efforts remain largely small-scale, dependent on individual creators and their limited reach.

Missing the Narrative

Globally, gaming merchandise has evolved into a cultural statement. Companies such as 100 Thieves, FaZe Clan, and Team Liquid have blurred the lines between gaming, fashion, and lifestyle, collaborating with brands like Nike, Gucci, and Champion.

In India, that convergence has yet to take hold.

“Merch isn't just about slapping a logo on fabric anymore. It’s storytelling you can wear,” said Sreeya Nair, a designer who consults with gaming creators. “The best brands build a world and invite the community into it. Most Indian attempts fall short either in design or in consistency.”

Design is only part of the challenge. Many Indian creators and brands struggle with distribution, scale, and continuity. With limited access to manufacturing capabilities and audience analytics, most drops are treated as experiments rather than sustainable branding efforts.

Several Indian streamers and YouTubers have launched merchandise using Shopify or print-on-demand services. But few have lasted beyond a couple of collections.

Take Mumbai-based creator Shreeman Legend. His limited-edition t-shirts themed around Marathi gaming culture received strong initial response. “The idea was strong, and the fans loved the concept,” said a marketing executive familiar with the drop. “But logistical issues, inventory mismanagement, and lack of repeat engagement made it a one-off thing.”

For most Indian creators, merchandise remains a side project, not a core business vertical.

Unfulfilled Expectations

Offline events suggest that demand is not the issue. At expos like India Gaming Show and Comic Con Mumbai, gamers routinely line up to purchase imported game-themed apparel, collectibles, and gear.

“Merch is one of the biggest crowd-pullers,” said a Comic Con organiser who asked not to be named. “We’ve seen people spend ₹4,000–₹6,000 on imported hoodies and figurines. But most of those products aren’t made in India they come from the US, Japan, or Singapore.”

Local vendors, when present, often lack both the finish and the brand resonance that international players offer. “It’s not just about having the IP rights,” said the organiser. “It’s about creating a story that gamers want to wear and being part of a community they want to be seen in.”

This gap is felt sharply in India’s tier-2 cities, where mobile-first gaming audiences are growing but still aspire to global symbols.

“Even tier-2 gamers know about FaZe Clan or PewDiePie merch,” said Anirudh V, who manages a Discord server for mobile gamers in South India. “We often talk about what TenZ or Scout wears on stream. There’s no Indian equivalent right now.”

Building Belonging

Industry insiders agree that India’s gaming merchandise market requires more than better design. It needs long-term thinking, investment in storytelling, and collaboration between creators, platforms, and designers.

“Gaming merch in India will evolve only when creators, brands, and platforms treat it as cultural capital, not just products,” said Mehul Devnani, an independent branding consultant. “There’s space here to build something uniquely Indian. But it needs investment in storytelling, talent, and time.”

There are signs of progress. Bengaluru-based startup Supernova is experimenting with mythology-meets-gaming-inspired apparel. Nodwin Gaming is exploring merchandise tied to esports tournaments. Some creators have begun partnering with designers to build cohesive product lines.

But the gap between potential and current output remains stark.

India’s gaming industry does not suffer from a lack of users, platforms, or passion. What’s missing is cultural translation. Games may be played locally, but identities are still worn globally. Until Indian gaming merchandise becomes a vehicle for self-expression and community, players like Arnav Jain will continue to turn to international brands.

“Maybe one day, someone will wear a desi gaming tee and people will know what it means,” he says, adjusting his stream setup. “Until then, I’ll stick to what people already recognise.”