Balaji Telefilms 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.
"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.