Aurafest Debuts Seven Artisanal Product Lines Under Pranom

Sumit Govind Sharma, the serial entrepreneur behind successful hospitality brands EVE, Que Sera Sera, and TAT under Monarch Liberty Hospitality, has launched Aurafest, which sells high-end lifestyle and artisanal products. Under its main brand, Pranom, the new business has seven different product lines carefully chosen to appeal to India's growing artisanal gifting sector during the important holiday shopping season.

Sumit Govind Sharma is starting Aurafest with home decor expert Manojkumar Sharma. The project aims to connect ancient Indian craftsmanship with modern consumer tastes by carefully selecting collections that include wellness items, devotional items, luxury serveware, and artisan goods. The essence of Pranom is Culture, Heritage, Tradition, and Indian.

"India's premium gifting market is growing at an unprecedented rate, but there are still a lot of fake artisanal products," stated Sumit Govind Sharma, Founder Director of Aurafest. "Aurafest gives great craftsmanship a chance to reach customers who care about quality and cultural authenticity."

Launch of Seven Specialised Product Lines

Pranom starts with seven specialised sub-brands:

• Sugandhras: High-quality incense sticks, dhoops, essential oils and soy candles

• Avinya: hand-made artefacts like Buddha’s, Ganesha Sets

• Patangi: modern and abstract luxury serveware, with the essence of Butterflies

• Tvisa: high-end wellness products and artisanal soaps

• Prachin: Collectables and traditional Indian art styles and traditions

• Global Village: Crafts and works of art from throughout the world

• Tvastra: sells lifestyle items with original artworks by Artist Prachi Sumit Sharma

The brand name "Pranom" holds personal significance for both founders. It is created in the memory of loved ones and represents their commitment to preserving their memory through meaningful traditions and beautiful, essential products.

Aggressive Retail Expansion Planned

Aurafest has signed distribution deals for its Avinya brand at ARTPORT, which is located at all of India's main airports. Sugandhras will get launched in 30 days. The business wants to grow into big stores, luxury hotel kiosks, high-end malls, and cultural marketplaces in big cities.

"We're not just selling products – we're creating experiences that connect consumers with the stories and skills behind each piece," said Founder Director-Aurafest, Manojkumar Sharma. "Our retail strategy focuses on high-touch environments where customers can appreciate the craftsmanship and cultural significance."

Market Opportunity and Growth Strategy

The initiative takes advantage of India's growing demand for high-quality, culturally based lifestyle products, especially during the festive season when giving gifts is at its highest. Aurafest plans to help traditional artists by partnering with businesses and making true Indian workmanship available to city dwellers who want to buy things different from mass-produced commodities.

The company plans to establish regional cultural marketplaces that spotlight local traditions and provide artisans with direct market access, creating a sustainable ecosystem for traditional craft preservation.