Ektaa Kapoor & Roposo Introduce Women's Ethnic Wear Category in Co-created Brand Ek

By: WE Staff | Tuesday, 7 June 2022

Ektaa R. Kapoor, an Indian television producer, has teamed up with entertainment commerce platform Roposo to expand their co-created brand EK into the women's ethnic wear arena.

Under the 'EK' brand name, Kapoor already sells a home décor, furnishings, and wellness accessories assortment on Roposo. In November 2021, the brand made its debut.

Roposo and Glance, who have a combined user base of about 200 million, are offering EK's fashion line. EK's direct-to-consumer website, as well as other e-commerce platforms, offer the company's products. Cotton kurtas, bottoms, and dupattas are included in the collection.

Roposo is a Glance business unit that specialises on creator-driven live entertainment commerce and is also available on the lock screen platform. Consumers can shop with creators and branded web retailers in real time across a variety of categories.

The move also reflects the growing popularity of co-created brands, in which top celebrities collaborate with shops to produce and sell things online. Hrithik Roshan and Virat Kohli, for example, have founded or leased their names to private labels in the past.

Roposo's senior vice president and general manager, Mansi Jain, stated, “EK was the very first D2C brand we launched last year with the multifaceted Ektaa R. Kapoor under the Glance Collective umbrella.”

Jain addedf, “Fashion is the fastest-growing live commerce category on Roposo and we expect to see strong traction for EK clothing as well.”

Kapoor stated, “I am extremely thrilled to be growing EK – a brand I have co-created with Roposo - with the launch of our new apparel line.”

Glance, a consumer internet startup founded in 2019, includes two digital platforms: Glance and Roposo. Glance is an unconsolidated subsidiary of InMobi Group, based in Singapore, and is backed by Google and Mithril Capital.