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Ekta Kapoor-owned film and TV production company Balaji Telefilms Ltd has said it will be launch its first fashion label EK shortly to tap into the merchandising opportunities.
Brand 'EK' has been licensed to Balaji Telefilms by Ekta Kapoor who owns the brand, for commercialisation.
A line comprising ethnic wear, mainly sarees and jewellery will be launched first, followed by Indo-western trends and accessories later.
Initially, the label will be available on Best Deal TV, BTL's exclusive television partner to merchandise the brand. BTL is also in the process of associating with an online partner to further grow the brand.
With this venture, Balaji Telefilms will get a percentage of sales as royalty.
"Television and style are consumed by viewers in different forms on a daily basis. EK is an attempt to marry the two. We are excited with this new venture and look to make a mark in the fashion world, by making the brand easily accessible through online and television shopping networks." said Ekta Kapoor, Joint Managing Director, Balaji Telefilms.
"Celebrities play an influential role in modern culture and consumption patterns, serving as arbiters of taste, style and public opinion the world over. Given the popularity of Balaji's soaps and serials, the EK fashion label is set to make a mark with Indian audiences across the globe," said Sameer Nair, Group CEO, Balaji Telefilms.
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