Carving Dreams Entertainment P Ltd. forays into merchandising with its first mega association, the 'IIFA Bling for Biba'.

The deal encompasses a tie-up between Biba Apparels Ltd. and IIFA to create a new line using some of the top Bollywood designers, movies as well as new talent.

This line would be launched at the IIFA press conference in April 08. The designs will then be merchandised by Biba through 43 Biba Stores as well as through other retail outlets like Lifestyles, Shoppers Stop, Pantloons, etc across India.

CDE comes on board as Concept Partners for this venture. CDE's responsibilities include creating the brand in terms of marketing the merchandise & content and execution of the association. CDE would also explore opportunities for International retail tie-ups for the brand.