MUMBAI: The public broadcaster has joined hands with online retail giant Amazon to launch its souvenir store offering merchandise like t-shirts, coffee mugs and sippers with the tagline “I am in your DNA, I am your Doordarshan".

With its latest initiative, the pubcaster intends to re-establish Doordarshan’s brand value and introduce its memorabilia to a new generation as the channel of India.

“This is a brilliant initiative to connect with not only DD's loyal audience of generations but also the youth of India,” Prasar Bharati chairman A Surya Prakash said at the launch.

He also stressed on the importance of enhancing the relevance of the public broadcaster in today’s day and age.

“Connecting with new-age digital India is the vision of Doordarshan as they are the torch bearers of tomorrow's growth in the country,” commented Prasar Bharati CEO Shashi Shekhar Vempati.

DD Souvenir gallery was started on 21 June 2018, the success of which prompted the state-run broadcaster to launch a souvenir store online.

Amazon India's marketing officer said that the connect with Doordarshan is a matter of immense pride for the company.