TV Czarina Ektaa R. Kapoor and entertainment commerce platform Roposo today announced the launch of a new apparel line under their co-created brand ‘EK’. The EK clothing line, launched on Ektaa’s birthday, will offer women contemporary ethnic wear.
This follows closely on the heels of the highly successful launch of ‘EK’ in November 2021. Users have been loving EK’s products spanning home décor, furnishings, and wellness accessories. This success has been one of the big inspirations for Ektaa and Roposo to extend the EK brand to clothing.
Ektaa R. Kapoor said, “I am extremely thrilled to be growing EK – a brand I have co-created with Roposo - with the launch of our new apparel line. I am truly grateful for the success that EK has seen so far. Some of EK’s products, such as copper bottles, ran out of stock within the first month of their launch, and I was elated to see that one of the evil eye necklaces from the EK jewelry collection became a huge hit, especially after my friend and television star - Karan Kundra gifted it to Tejaswi Prakash. I hope that consumers will extend the same love to our apparel line as well.”
EK’s apparel line can be discovered on Roposo and on the lock screen platform Glance, which has a combined user base of almost 200 million. EK products are also available on the website along with other e-commerce outlets.
Mansi Jain, Senior VP, and GM, Roposo said, “We launched India’s first digital destination for ‘creator-led, live entertainment commerce’ in October last year. Our vision was to enable consumers to shop for quality products in real-time with some of their most loved creators while taking part in entertaining, contemporary pop culture, within a live, ‘virtual mall’ environment. GenZ or ‘Gen Now’ as we popularly call them are more well informed - their purchase decisions today are often more impulsive, influenced by their favorite celebrities and creators. We have almost 500 creators on Roposo and aim to groom the top 1000 live streamers in the country and enable them to establish their own identity firmly in this rapidly evolving space.”
“Roposo also co-creates D2C brands with several top celebrities and leading creators. These are original labels that reflect the ethos and identity of the celebrity or creator and enable entrepreneurial opportunities for them. We launched EK with Ektaa R Kapoor in the home décor, furnishings, and wellness accessories space, DCRAF with Rana Daggubati in the men’s grooming category, and KRA with BeYouNick (aka Nikunj Lotia) which is a limited- edition, hyped streetwear brand in the past few months,” she added.
Made with 100 percent cotton, EK’s three collections Charbagh, Siyahi and Kairi include products like kurtas, bottoms, and dupattas. They embody EK’s ethos of creating products that bring a sense of emotional wellness and positive energy to users. Like other EK products, its clothing line is crafted by local Indian artisans, in a way that blends traditional Indian craftsmanship with modern design elements. The Charbagh collection features beautiful floral and nature-themed prints representing serenity. The Siyahi print, the Indigo collection, brings joy and the Kairi collection has raw mango-themed prints evoking relaxation.
"The EK brand we co-created with EKtaa R Kapoor has seen great success ever since we launched it in November last year and we are excited to be introducing a new category of apparel that meets the fashion sensibilities of the modern Indian woman. The fashion vertical is one of our fastest-growing live commerce categories, so apart from other channels we expect the apparel line to do well on Roposo too,” Jain asserted.
“EK was the very first D2C brand we launched last year with the multifaceted Ektaa R. Kapoor under the Glance Collective umbrella. It is exhilarating to see it take the next step in a matter of months with the launch of the apparel line. Fashion is the fastest-growing live commerce category on Roposo and we expect to see strong traction for EK clothing as well. During the recently concluded ‘Glance LIVE Fest’ – India’s largest live, interactive festival on smartphone lock screens, Glance users got an exclusive opportunity to watch a live fashion show with EK apparel on display. In a special live show, Ektaa R. Kapoor took viewers down memory lane while speaking about her life’s highlights and her entrepreneurial journey," she concluded.