Mumbai: Entrepreneur and entertainment industry personality Ekta R Kapoor and Glance-owned Roposo on Wednesday announced the launch of home decor, home furnishing and wellness brand, EK. This is the first label to be launched by Roposo through Glance Collective, a joint venture company between Glance and Collective Artists Network.
EK’s catalog includes home furnishings (bed linens, cushion covers, drapes, table runners), home decor (wall art, vases, serving ware), and spiritual and wellness products (dhoop burner, hamsa, evil eye jewellery) reflecting Ekta Kapoor’s unique style.
“EK is my way of empowering local artisans, who are striving to preserve Indian heritage and culture through their art,” said Kapoor. “The partnership with Roposo is very exciting since it will ensure that their work reaches consumers in every corner of the country through the technology, scale, and distribution backbone of platforms such as Glance and Roposo. It will also help in amplifying the deep knowledge of wellness our country possesses, making it relevant and accessible in today’s world.”
The EK collection is inspired by India’s rich cultural heritage and wellness traditions and has signature products that incorporate both traditional and contemporary design elements. Crafted with the intent of filling the buyer's home with positive energy, these products are made with soothing materials, fabrics, motifs, fragrances, and colors that are known to have positive emotional effects on their users, said the statement.
Many of EK’s products are created in collaboration with local artisans across the country, as part of the mission to promote and preserve the legacy of India’s fine craftsmanship, it added.
“Our intention is to partner with celebrities and creators in the 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," said InMobi Group (which owns Glance) founder and CEO Naveen Tewari. "Through the combined user base and live commerce technology of platforms like Glance and Roposo, EK will reach millions of consumers in India.”
“Ekta is a defining personality in pop culture and has majorly influenced trends with her content over several years. Her authentic style, backed by the scale of Glance and Roposo Platforms makes this collaboration a truly unique and exciting proposition for consumers,” added Collective Artists Network group CEO and founder Vijay Subramaniam.
The products are available on worldofek.com, Glance Lock Screen, and Roposo.
