Ekta Kapoor throws itself into interior design with its new label EK

TV producer and entrepreneur Ekta R Kapoor on Wednesday launched a home furnishing and wellness brand EK along with Roposo, one of the largest short video streaming platforms in India. The EK collection, she said, is inspired by India’s rich cultural heritage and wellness traditions and features signature products that incorporate both traditional and modern design elements across categories such as home decor, home decor and wellness accessories.

“EK is my way of empowering local artisans who strive to preserve Indian heritage and culture through their art,” said Ekta R Kapoor, Co-CEO and Creative Director, Balaji Telefilms.

“The collaboration with Roposo is very exciting as it will ensure that the work of these local artisans reaches consumers in all corners of the country through the technology, scale and backbone of distribution in platforms like Glance and Roposo. It will also help reinforce the deep knowledge about wellness, our country possesses, and make it relevant and accessible in today’s world, ”Kapoor added.

EK’s catalog includes home furnishings such as bed lines, pillowcases, curtains and table runners, home decor products such as wall art, vases, serving items, spiritual and wellness products such as dhoop burners, hamsa and jewelry with evil eyes and more.

Roposo is owned by Glance, a subsidiary of InMobi. Interested buyers can discover EK products through Roposo’s creator-led LIVE entertainment trading platform and Glance Lock Screen, which boasts over 150 million active users in India.

“Our intention is to collaborate with celebrities and creators to create brands that reflect their unique persona, and that’s what we do with EK. We are pleased to be associated with Ekta Kapoor and to launch the first label in this vertical. “Her artistic ethos and great understanding of the home, lifestyle and wellness category make her an ideal partner for us. Through the combined user base and live trading technology on platforms like Glance and Roposo, EK will reach millions of consumers in India,” said Naveen Tewari , founder and CEO of InMobi Group.

EK products start from 299 Rs, and many of them are created in collaboration with local artisans across the country. It is the first brand launched by Roposo through Glance Collective, a joint venture between Glance and the Collective Artists Network.

“Ekta is a defining personality in pop culture and has had a great influence on trends with its content for several years. Her authentic style, backed by the scope of Glance and Roposo Platforms, makes this collaboration a completely unique and exciting offering for consumers, ”said Vijay Subramaniam, Group CEO & Founder, Collective Artists Network.

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