LIMA, the global trade association for the licensing industry, has appointed Rutika Malaviya as its official representative for India.

Malaviya (pictured with LIMA president Charles Riotto) is editor-in-chief of online publication Animation Digital Digest and founder/CEO of Mumbai-based creative agency Rooh Entertainment.

With more than 1.251 billion people, India is the second most-populated country in the world behind China (1.367 billion), according to the Central Intelligence Agency, and it’s long been on the radar of the licensing industry as a growth market.

Malaviya was previously a member of the LIMA India Advisory Committee. In her new role, she will focus on building LIMA membership in India and helping local members leverage the benefits the association offers.

Founded in 1985, New York-based LIMA has offices in London, Munich, Tokyo, Hong Kong and Melbourne, as well as reps in India, Italy, Korea, Spain, Turkey and the Middle East. The association also has members from more than 35 countries and provides them with access to interactive global directory LIMANET, educational programming and information, and global networking events.

Last year, LIMA conducted its inaugural global licensing study and found the industry generated US$241.5 billion in worldwide retail sales in 2014, with the character/entertainment sector accounting for 44% of the market.