Roposo, an Indian video-sharing social media service, owned by Glance, recently announced the launch of home decor, home furnishing, and wellness brand EK from Ekta Kapoor on its platform.

It is the first label to be launched under ‘Glance Collective‘ which is a joint venture company between Glance and Collective Artists Network.

It was only a month ago that Roposo announced its foray into the video-led live commerce segment. This is the first creator-led brand launch under Roposo’s new venture.

While talking about her brand, Ekta Kapoor said that the EK collection is inspired by India’s rich cultural heritage and wellness traditions and has signature products that incorporate both traditional and contemporary design elements, across categories like home décor, home furnishings, and wellness accessories.

The brand offers a wide variety of home decor articles like bed linens, cushion covers, drapes and table runners, home decor products like wall art, vases, serve ware, spiritual and wellness products like dhoop burner, hamsa, and evil eye jewelry, and more.

The brand also takes into account empowering local artisans by directly collaborating with them for their talent and handiwork.

While talking about the company’s vision Ekta shared that the partnership with Roposo is very exciting as it will ensure that the work of the local artisans reaches consumers in every corner of the country. This will be done through the technology, scale, and distribution backbone of platforms such as Glance and Roposo, she added.

Naveen Tewari, founder, and CEO, InMobi Group, which owns Glance, also said that in the coming year, the company plans to launch 10,000 creator-led brands on Roposo, which can then be leveraged on Glance as well.