MUMBAI: After ruling the television industry for close to 20 years, Ekta Kapoor's Balaji Telefilms is all set to diversify into a different business segment. The production house is planning to launch its first fashion label 'EK' at the Television Glamour & Fashion Awards, which will to aired on Colors on 29 March.
Brand 'EK' has been licensed to Balaji Telefilms by Kapoor, who owns the brand for commercialisation.
Initially, the label will be available on Akshay Kumar and Raj Kundra's new television channel Best Deal TV, which will be Balaji Telefilms’ exclusive television partner to merchandise the brand. The production house is also in the process of associating with an online partner to further grow the brand.
A line comprising ethnic wear, mainly sarees and jewellery will be launched first, followed by Indo-western trends and accessories in the near future.
Brand ‘EK’ is a natural culmination of the significant legacy of over 20 years that Ekta Kapoor has created in the world of entertainment and now she takes her business and passion forward with the launch of her brand via merchandising.
A foray into the fashion world is a first of its kind venture for Balaji Telefilms and the company 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 Balaji Telefilms joint managing director Ekta Kapoor.
"This is an endeavour to leverage an existing potential opportunity within the ever-popular fashion theme. 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," added Balaji Telefilms group CEO Sameer Nair.
