Guardian Unlimited | The Guardian | What's good for the stars is good for Gandhi marketing world, Mahatma Gandhi could soon be championing a wide variety of useful household products.

We make a percentage out of this, just like if it were Princess Diana or Babe Ruth," said Beth Vahle, a senior vice-president at CMG. "But we enjoy working to promote this cause to a generation that isn't used to it, and only classy, well-put-together things will be allowed to promote the Gandhi name." She would not disclose the percentage that the agency would take on income from Gandhi-related merchandise.