Ekta Kapoor owned film and TV production company Balaji Telefilms Ltd has said it will be launching 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 in the near future.

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.

"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 Ltd.

"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," said Sameer Nair, Group CEO, Balaji Telefilms Ltd.

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