Producer Ekta Kapoor turns fashion designer

Even though Balaji Telefilms head Ekta Kapoor has been on the receiving end for her fashion sense, it hasn't stopped her from launching her own signature label under the name 'Ek', an acronym for her name.

The brain behind the saasbahu phenomenon formally announced the launch of her line comprising desi wear and jewellery at a press conference in Mumbai recently.

Looking graceful and fit in a blush pink sari with a heavy dose of silver embroidery, Kapoor said, "I have a personal belief that fashion can go out of style but style can't go out of fashion.

Television has its own style - some relate it to big bindis, big earrings and ostentatious garments while sometimes they call it understated dressing. I think television's style is liked by many women in India."

"'EK' is an endeavour to make fashion accessible and affordable," the 39-year-old television and film producer- daughter of actor Jeetendra and Shobha Kapoor-added.

For added masala, shoppers will also be able to buy ensembles worn by their favourite television characters featured in Kapoor's daily soaps.

The signature line that features a number of saris will be available from March 18 on Best Deal TV, the country's first celebrity-driven 24/7 home shopping channel.

Started by Bollywood actress Shilpa Shetty Kundra and her husband Raj Kundra, the venture is co-owned by Bollywood stars Akshay Kumar and Sonakshi Sinha as well.