The iconic channel – Doordarshan has recently launched its own souvenir store on Amazon India. The e-commerce giant will now feature items from this store on its India website. The range will include a line of merchandise that offers T-shirts, coffee mugs, sippers, etc. The merchandise will feature a tagline ‘I am your DNA, I am your Doordarshan.’ This will enable the broadcaster to connect back to its loyal audience using nostalgia from the ’80s and ’90s. Apart from this, the brand also aims to capture the interest of the newer generation and re-establish its brand value as a channel of, by, and for the people of India.