08 June 2022, Mumbai:
Indian TV producer Ektaa R. Kapoor and entertainment commerce platform Roposoplan to expand their co-created brand EK into the women’s ethnic wear category.
Currently, Kapoorsells home décor, furnishings, and wellness accessories range under the ‘EK’ brand name on Roposo. The brand was first launched in November 2021.
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EK’s apparel is sold on theRoposoplatform and on lock screen platform Glance, which have a combined user base of almost 200 million.
The brand’s products are also available on its direct-to-consumer platform along with other e-commerce platforms. The range includes cotton-based kurtas, lowers and dupattas.
Roposo is a creator-driven live entertainment commerce platform, a business unit of Glance and is also available on the lock screen platform.
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Consumers can shop live with creators and branded online stores across multiple categories.
The move also signals the popularity of co-created brands that have seen top celebrities associate with retailers to design and retail products online. In the past celebrities such as HrithikRoshan and ViratKohli have launched or lent their names to such private labels.
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