Ekta Kapoor launches her garment collection 'EK'

Television producer Ekta Kapoor has launched her own collection, 'EK' comprising Indian ethnic wear and exquisite jewellery. Ekta, who is behind successful television shows and films, has launched her signature label 'EK' on e-commerce giant Snapdeal.

The brand will retail sarees and jewellery that have shot to fame on her television shows. "Millions of women all around the world, who are glued to Balaji (Telefilms) shows every day, look up to and aspire to look like the protagonists, who are strong women with strong characters. What they wear also has a role to play in empowering their persona on screen," Ekta said in a statement.

"The looks we have put together in 'EK' envisages each woman's battle and glory. Also the idea is to avoid second copy of the brand and make it available at an affordable price," she said. With 'EK' label, Ekta wants to help the modern Indian woman find the route to express her thoughts and beliefs. It will be available on Snapdeal from today.

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Some of the TV stars and Ekta's friends took to Twitter to congratulate Ekta on this endeavour:

Carry the best of TV's style with #EKLabel now exclusively on #Snapdeal Congrats #EktaKapoor @EKLabelOfficial https://t.co/wTfO07d6nA

— SHABIR AHLUWALIA (@SHABIRAHLUWALIA) December 17, 2015

Ekta Kapoor redefined fashion wit her range of ensembles in her shows and now brings it 2d world! @EKLabelOfficial https://t.co/Ql2DhTxhjv:)

— Anita Hassanandani (@anitahasnandani) December 17, 2015

#EktaKapoor revolutionized TV & now she is revolutionizing fashion! Congrats #Ekta #EKOnSnapdeal @EKLabelOfficial https://t.co/GTq0rPMg7E

— Karan Patel (@TheKaranPatel) December 17, 2015

I've always loved my ensembles for my shows by #EK & I am thrilled that it's now on Snapdeal! @EKLabelOfficial https://t.co/GIt0OFDVEN

— Divyanka Tripathi (@Divyanka_T) December 17, 2015