THEBUSINESSBYTES
BUREAU
MUMBAI, MARCH
19, 2026
In a move that blends cinema with
commerce, AJIO has partnered with Jio Studios to launch an exclusive,
limited-edition merchandise collection inspired by the blockbuster spy-thriller
Dhurandhar, turning cinematic flair
into wearable fashion.
The collection captures the film’s
bold attitude and cultural energy, offering fans a unique opportunity to
translate their admiration for the high-octane narrative into everyday style.
Featuring graphic-driven designs and contemporary silhouettes, the range
reflects the unapologetic personality of the film while appealing to
fashion-forward audiences seeking statement pieces.
Priced from Rs. 349, the merchandise
line includes eye-catching graphic T-shirts emblazoned with iconic movie
quotes, signature tees inspired by Ranveer Singh, and limited-edition signed
Pathanis that echo the film’s larger-than-life swagger. Adding further appeal
is a collection inspired by Sara Arjun, translating her on-screen style into
modern silhouettes tailored for a younger, trend-conscious audience. With bold
graphics, confident tailoring, and attitude-led styling, the collection
seamlessly blends cinematic storytelling with street-ready fashion.
The collaboration underscores AJIO’s
strategy of leveraging pop culture to deepen consumer engagement, enabling
customers to move beyond passive viewership and actively participate in
cultural moments through their wardrobe choices. By aligning with major
entertainment properties, the platform continues to position itself at the intersection
of fashion and fandom.
Produced by Jio Studios and B62
Studios, Dhurandhar, helmed by Aditya
Dhar, has emerged as one of the most talked-about films in recent times, known
for its gripping narrative and powerful characters. Building on its success,
the sequel Dharanidhar: The Revenge
is set for a worldwide theatrical release on March 19, 2026, further amplifying
the franchise’s cultural footprint.
With the exclusive collection now live
on AJIO, fans can step into the world of Dhurandhar
— not just by watching it, but by wearing it.
