In perhaps, what is the biggest licensing and merchandising initiative on Indian television, Star formalised tie-ups with leading companies like Big Bazaar, which was formally launched by a group of leading ladies from of the Star Parivaar -- Sarita Joshi (Baa from Baa Bahoo Aur Baby), Sara Khan and Parul Chauhan (aka Sadhana and Ragini from Bidaai) and Sucheta Trivedi (Meenakshi from Baa Bahoo Aur Baby).