Balaji Telefilms (BTL), the country’s leading television and film production company, is set to launch its first fashion label ‘EK’ at the Television Glamour & Fashion Awards to be aired on Colors. Brand ‘EK’ has been licensed to Balaji Telefilms by Ekta Kapoor who owns the brand, for commercialization. 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 glamour and this opportunity allows her to establish a legacy of her business and her passion for entertainment, with the inception of her own brand via merchandising.
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. 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.
