A Clarion Call- Bring India Home
Haat or Weekly Village Market
Ancient Indian history chronicles the village market or “haat”. Most towns and cities have weekly or monthly haat. Indian merchandise displayed here mostly uses natural products. But the pandemic changed the trajectory to a large extent. Online shopping or e-commerce sites have become the.
“new normal” way of shopping. Recognizing the market and safe shopping, WorldofEK has made A Clarion Call- Bring India Home possible. The village haat now makes home deliveries.
Legacy of India
The government of India has been advocating ‘Vocal for local’. The thought behind this mantra is: instead of filling the western coffers, buy local goods to bolster the economy. We have a rich legacy of Indian handicrafts that showcase the spirit of Indian culture, beauty, and splendour of Indian heritage. This legacy needs to be revived, boosted and promoted. However, we Indians fancy foreign goods, with the notion that it is superior. This trend is slowly changing. The pandemic has given a shot in the arm to indigenous products. Indian products are now valued and in demand, especially from e-commerce sites.
A Clarion Call- Bring India Home
Bring India Home is an apt caption for encouraging local artisans. With a finger on the pulse of the Indian population, Ekta Kapoor embodies the sense of self with a combination of artistic and aesthetic qualities. EK is the consequence of these attributes, which is also the crux of the brand.
Indigenous Craft ware
The dwindling tribe of artisans is struggling to conserve Indian heritage and culture. Platforms like WorldofEK give them the platform to show and market their art. Indian artisans have been handing down their art through generations and EK is helping them to keep the skill alive. The emotional touch, along with the inspirational talent of India, is the basic premise of the brand.
Quantum Leap from Soaps to Shopping
The brand symbolises her deep-seated belief in Indian art and culture. Keeping this in mind, Ekta Kapoor, the MD of Balaji Telefilms, launched the fashion brand, WorldofEK. Later she expanded to include home décor and her own collection, EK: ethnic Indian wear and enchanting costume jewellery.
EK the Master Stroke
Ekta, in her own words, expressed, “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.”
The daily soaps and serials streamed by Balaji are a showcase for the label. There is a massive following for these daily soaps and access to similar fashion items as their favourite celebrity is an added bonanza for the viewers. The female protagonists in Ekta’s soaps are strong women. The homemaker at home gets the perk of power dressing like her favourite actor with similar fashion on WorldofEK. Even though it is a second copy, the brand embodies the spirit of the trendy modern woman.
Cheering Indian Heritage–A Clarion Call- Bring India Home
Inspired by the yogic and Ayurvedic ancestry, EK has essentially curated artefacts for modern-day Indian homes. Wellness is the new buzzword and WorldofEk entails spiritual and wellness products. The traditional dhoop burner, hamsa and evil eye pendants and bracelets. EK is a venture to celebrate Indian art and introduce the finest handicrafts of the country. A fastidious selection of materials, colours, designs and artefacts adds a natural and aesthetic vibe to your home.
Benefits of Mandala
Mandalas literally mean “circles” in Sanskrit. We use these revered symbols for healing, meditation, prayer, and therapy. Scientific studies prove that Mandalas enhance the immune system, and lowers blood pressure, stress and pain. They improve mental health and aid sound sleep. Today’s stressed world robs many of a peaceful night’s sleep. The mandala prints on pleasant coloured dohars are just what we need today. Check out EK’s bedsheets and covers which are cotton, smooth and made of fabric that is breathable and gives maximum comfort=sound sleep.
Holistic Wellness
New awareness about self-care and holistic wellness encompassing positive vibes or warding off the evil eye is the new mantra. In India, the evil eye is a deep-rooted evil. There have always been strong protection charms that keep away negative energy and malicious intentions from distressing you or your family.
EK has an array of exquisite evil eye jewellery that becomes a fashion statement instead of just being an amulet or charm. Wearing this jewellery will protect you from the hateful and jealous gaze. The dhoop dispels negative air in your home, leaving positive vibes which add to your wellness, good health, and abundance in your home. The copper and brassware utensils enhance your health and wellbeing.
At EK, every item is meticulously designed to make your life livelier and rejuvenate your mind, body and soul. Pamper yourself or gift it to your loved ones.
‘This blog post is part of the blog challenge ‘Blogaberry Dazzle’ hosted by Cindy D’Silva and Noor Anand Chawla.’
Disclaimer: This is a sponsored post in collaboration with WorldofEK
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Loved the name “Ek”. And loved the collection as well. I am an all-time ethnic decor person. I am going to check this brand for sure.
i have ordered a copper jug from this website, and I must say I loved the design and the quality of the product. Gonna shop more from here.
I have heard of this brand earlier too but never shopped till now. Will be sure to tey it out to spruce up my home for the upcoming festive season.
I am reading a lot about worldofEk recently. it seems they have high quality ethnic products. I loved all the products you have mentioned in the post. will check their website for sure to explore more from my side.
World of ek has exquisite products from local.artisans that are made easily available for us to shop. I ll I’ve been a regular customer with them and love the quality
What a lovely collection they have. The noble concept of bringing Indian artisans to the forefront is worth appreciating. I would surely shop from them for the upcoming festival season.
Wow what a name. And what lovely products and range they have. Will check this out for sure. Buying local is every Indians responsibility I feel. Thanks for sharing, I wasn’t aware about this.
I like the logic behind this brand EK, putting the locals up is such a right thing to do. But unfortunately, these people don’t get such a forum. So nice of Ekta Kapoor to ease the gap between the artisans and us.
I share the same thought, helping indian artisans to showcase their talent is much more important than buying fancy from outside india. i really admire the detailed work done by our indian artisans…will definitely shop. Also, thanks for writing this piece.
Name seems to be strange.thanks for sharing with us about it as i didn’t knew or ever heard about it.
I am reading a lot about the EK brand. They appear to have products for everyone. I admire our Indian artisans’ attention to detail… I will definitely check out her website.
Lovely collection, our Indian hand crafted items definitely needs to be promoted else in a few years they did be lost somewhere.
Thanks for introducing me to worldofEk. Ekta’s Initiative is a wonderful way to bring into limelight unique ethnic products. I am honestly in favour of local artisans work and for me its a must to include such artistic work in my home decor.
Wow lovely ethnic collection they have. I am surely going to check it out. Thanks Harjeet for sharing this.
I had no idea about this venture Harjeet. What an enterprising woman she is. She has played a master stroke and I love the name too. The range seems worth exploring.
I have been hearing a lot about the EK brand. Thank you for sharing the story behind it. I like the collection and will surely check it out.
So very true. There is such a rich legacy of handicrafts that still hasn’t been explored. Ekta Kapoor has quite a business acumen and her heart’s in the right place with this.
Connecting artists to people who appreciate is truly a good work Ekta is doing. I really liked all the items that have a personal touch and unique design.
I must have been living under a rock, because I seem to have entirely forgotten about the existence of this brand. Thank you, for not just reminding me of this brand, but also a walkthrough of their offerings. I already know what I want to buy from them!
I’m all for Vocal for Local and would prefer the vibrant and beautiful creativity of our local artisans anytime over foreign products. I haven’t shopped with Ek yet but would love to.
I am a fan of mandalas for a long long time. Thank you for sharing this good option to check out more from.
I am really impressed with the variety and collections EK website has to offer. Coming from Ekta Kapoor I am surely the quality and pricing would be great, will checkout.
Ekta Kapoor has done a fantastic job indeed. The products of Ek are really good. I own a dohar, cushion cover and a silver pendant. They are of topmost quality and look very pretty .
This is a very thoughtful concept. Haat is increasingly gaining fame and people are actually starting to understand the meayof vocal for local. I would love to explore WorldofEk and coming from your experience I am sure the products are worthy.
I was looking for some ethnic DIY for my home. Thanks to you to introduce EK to us. Would love to check their products for sure.
I absolutely loved the tagline. I love Mandalas and truly speaking I am extremely eager to check out the products.
This is a new name for me. I would surely check it out. Hope that theyvare having some unique and affordable not unnecessarily overpriced
WorldOf EK has some really good products
Oh so that’s what haat in Delhi Haat stands for. While I feel a little embarrassed to figure this out today, I’m glad I did. 🙂
This is awesome, I think this was a much needed platform for the traditional artists who are still trying to our culture and tradition alive. I am gonna explorer this soon.
I wasn’t aware that Ekta Kapoor had branched out into selling products. Thanks for sharing!