DVD rental company Seventymm has started looking for avenues beyond its core business. The mainstay will continue to be movies but the company will focus more on merchandise and related e-commerce, a senior company official said.

Mudit Khosla, chief executive officer Seventymm, told Financial Chronicle, “The DVD rental business is affected by free content available easily on the internet. The way forward is content streaming (on-demand, internet-based viewing). We expect it to evolve only over the next two years. Before the end of 2013, we don’t expect much leeway in that front. So, based on our customers’ feedback, we have diversified into merchandising and electronic goods such as home theatres and sound systems – all related to films, for which Seventymm is known for.”