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.
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.
Disclaimer: This is a sponsored post in collaboration with WorldofEK