Roposo eyes celebrity partnerships to co-create consumer brands

Roposo, one of India’s leading creator-led live entertainment commerce platforms, is looking at partnering with celebrities and influencers across various fields to co-create consumer brands.

Over the last year, a number of co-created brands have been launched by Roposo through Glance Collective - a joint venture between Roposo’s parent company - Glance, and talent management firm, Collective Artists Network. These include ‘EK’ with Ektaa Kapoor in the home, wellness and ethnic-wear category; a limited-edition streetwear brand ‘KRA’ with content creator BeYouNick (Nikunj Lotia); and DCRAF with Rana Daggubati in the men’s grooming market.

Recently, the company partnered with celebrity chef and entrepreneur Saransh Goila to launch a co-created cookware brand ‘Delishaas’.

“We wanted to co-create a range that embodies Saransh’s personality and elevates cooking from something that’s just a functional necessity to an experience by itself. As part of our joint go-to-market strategy, since we share the brand IP with the celebrity, Saransh would co-own the brand with us,” said Mansi Jain, Sr VP and GM, Roposo.

She added that everything about Delishaas, from their designs to the colours, is curated to transform cookware essentials into a fun companion in the kitchen.

These products will be distributed through Roposo and Glance. The products will soon be available online and on various other marketplaces in the near future. The launch SKUs include five products. The Non-stick Aluminum range made from Greblon technology has a Fry Pan, Kadhai and a Dutch Oven and is available in two colours – blue and yellow, while the tri-ply range has a Fry Pan and a Kadhai in stainless steel.

“Roposo’s core target group is ‘Gen Now’ who are spontaneous, impulsive, and highly connected to real-time moments to drive new experiences and trends. After the pandemic era lock downs, cooking has evolved from an essential skill to a way for creative expression amongst many. It is not just something consumers monotonously do. They experiment with cooking, they like to flaunt their creations on social media, and they like to give their cooking some aesthetic flair. All of this is leading to a surge of demand for stylish and safe cookware online, and with Delishaas, we are bringing consumers access to a new range of trendy products in this category,” she added.

Talking about the brand, Goila said, “Delishaas is a byproduct of my cooking universe. It started as a wordplay for the word delicious when I liked something little more than to describe it with just tasty or delicious. It became popular as a hashtag and something that I got connected with over the last couple of years. I never thought Delishaas would actually become a brand, but here we are launching a cookware range with Roposo.”
The price point for the cookware range is between Rs 2000-3000.

All of the Roposo co-created brands will be available for discovery through not just Roposo, but also on the Glance lock screen. Together, these two platforms have an audience of nearly 200 million users, across demographics and geographies.