The home d Cor and Wellness brand EK was launched by television producer and entrepreneur Ekta R Kapoor on Wednesday, along with Roposo, one of the largest short- video streaming platforms in India. She said the EK collection is inspired by India s rich cultural heritage and wellness traditions and has signature products that include both traditional and contemporary design elements across categories like home d Cor, home furnishings and wellness accessories.
Ekta R Kapoor, joint managing director and creative head, Balaji Telefilms, said the way to empower local artisans to preserve Indian heritage and culture through their art.
The partnership with Roposo will make it very exciting, since it will ensure that the work of these local artisans reaches consumers in every corner of the country, through the technology, scale and distribution backbone of platforms such as Glance and Roposo. Kapoor said it was important and educational for the country's health to make it relevant and accessible in today s world.
EK s catalog includes home furnishings like bed lines, cushion covers, drapes and table runners, home decor products like wall art, vases, serve ware, spiritual and wellness products like dhoop burner, hamsa and evil eye jewellery, and more.
Roposo is owned by Glance, a subsidiary of InMobi. The creator-led LIVE Entertainment Commerce platform and Glance Lock Screen are among the most active users in India, and interested buyers can discover EK products through Roposo s creator-led live entertainment commerce platform.
We want to partner with celebrities and creators in creation of brands that reflect their unique persona, and that is what we are doing with EK. We are delighted to be associated with Ekta Kapoor, and to be launching the first label in this vertical. She has an artistic ethos and great understanding of the home, lifestyle and wellness category, making her an ideal partner for us. The company's founder, Naveen Tewari, said that EK will reach millions of consumers in India because of the combined user base and live commerce technology of platforms like Glance and Roposo.
EK products will be starting from Rs 299 and many are created in collaboration with local artisans across the country. It is the first label that was launched by Roposo through Glance Collective, a joint venture company between Glance and Collective Artists Network.
Ekta has a defining personality in pop culture and has been influenced by trends in her content over several years. Her authentic style, backed by the scale of Glance and Roposo platforms, makes this collaboration a true unique and exciting proposition for consumers, said Vijay Subramaniam, Group CEO Founder, Collective Artists Network.
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