"Krrish" merchandise is everywhere. The markets are flooded with "Krrish" watches, caps, T-shirts, masks, schoolbags and what have you - cashing in on Rakesh Roshan's hit film on an Indian superhero.

"'Superman Returns' is boring, 'Krrish' is very Indian", this seems to be the latest buzz in the capital now. And it is the business community that is ruling the roost.

"It is for the first time that an Indian film has been able to bring in merchandise of such a massive scale," says Atul Takle of Pantaloon retail.

The retail giant has done huge investment on the film's merchandise and has been selling them like hot cakes through their exclusive retail outlets - Big Bazaar - even before the movie was released.

"Krrish" has actor Hrithik Roshan doing the superhero act very convincingly.

Ramchander and Sons, the capital's biggest toyshop, claims to have sold 25,000 of "Krrish" merchandise in a month. Its co-owner, Amit Sundra, told: "The craze is building up and it is very encouraging to see our kids lapping up an Indian superhero for the first time."

However, Amit and other toyshop owners like him are afraid they would not be able to meet the growing demands for the goods as the distribution is very poor. They say there is a huge stock of fake merchandise also entering the market.

Eleven-year-old Siddharth Mehra plans to buy the mask worn by Hrithik, his favourite hero. He feels it's very chic and he just adores the colour, style and shape of the mask. "I will wear it at home and play with my friends. I think it's cool."

D'Damas, creators of exquisite jewellery and who have designed the original ring worn by the film's hero in the movie, has offered fans an opportunity to win "Krrish" rings with up to 1,000 such rings put up as part of its "commitment month" celebrations.

"Krrish" is the only recent film to have appealed to most Indian moviegoers - be it school kids, young college goers or seniors.

Samir Parikh, a psychiatrist with Max Healthcare, says: "The use of the film's merchandise by young people is good as long parents teach their children the de-glamourised part of it."