Roposo partners with Ekta Kapoor to launch her wellness brand on its live commerce platform

Roposo, the erstwhile short videos platform operated by InMobi’s Glance, has announced its first big ticket name after it had pivoted to live commerce from short videos.  

Its first brand collaboration on its live commerce platform comes with entertainment personality, Ekta R Kapoor, who announced the launch of her home decor and wellness brand ‘EK’.  

Earlier today, InMobi CEO Naveen Tewari announced that through Glance Collective, Roposo aims to rope in celebrity brands as well as products by creators on its platform. 

Roposo has shifted from the crowded short videos space, for which it made an aggressive play subsequent to the ban of TikTok in India.  

The lifestyle brand launched by Kapoor is among the first to be launched on Roposo, that lends prominence to the usage layout that the company seeks to establish.  

In October 2021, Roposo announced its move away from the short videos space. 

However, the company has claimed that videos will continue to play a part in its offering. Roposo, which started as a fashion centric social cum e-commerce platform, has combined the two sectors yet again in its new avatar.  

The layout allows creators to publish content around products that they wish to market to followers, projecting a direct to consumer (D2C) business model.  

The platform has claimed to have over 250 D2C brands, as well as over 1,000 premium creators and celebrities on it. 

Roposo, which has over 30 million monthly active users, will let users see the content from creators and make purchases directly.

Offerings from creators on Roposo will also be projected on the Glance Screen, which claims over 150 million daily active users.