All products are having the tagline “I am in your DNA, I am your Doordarshan".
A. Surya Prakash, chairman, Prasar Bharti, said, “This will us not only connect with our loyal audience of generations who have stood by DD over the years but also the youth of India to continue being part of the public broadcaster’s family."
As per DD, the main goal is to establish an even stronger relationship with viewers who have grown up on shows like Hum Log, Buniyaad, Ye Jo Hai Zindagi , Malgudi Days, Ramayana and Mahabharat in the 1980s and 90s, help them relive the nostalgia, introduce the memorabilia to younger viewers and re-establish the brand value of Doordarshan as the channel of India.
Shashi Shekhar Vempati, chief executive officer, Prasar Bharti, said: “Connecting with the new-age digital India is a vision for DD and the new initiative helps establish the fact that the channel is of, by and for the citizens of the country. The online store follows the DD Souvenir Gallery that was launched in June 2018.”