Mumbai: Hospitality entrepreneur Sumit Govind Sharma, known for creating hospitality brands under Monarch Liberty Hospitality, has officially launched Aurafest, a premium lifestyle venture positioned for India’s growing artisanal gifting market.
The brand’s debut aligns with the festive season, when demand for high-quality cultural products is at its peak.
Aurafest Introduces Seven Product Lines Under Brand Pranom
Aurafest operates under its main brand Pranom, which embodies culture, heritage, and Indian traditions. The venture has introduced seven curated product lines:
- Sugandhras: Premium incense sticks, dhoops, essential oils, and soy candles
- Avinya: Handmade devotional artefacts, including Buddha and Ganesha sets
- Patangi: Luxury serveware inspired by abstract and butterfly motifs
- Tvisa: Wellness products and artisanal soaps
- Prachin: Collectables and traditional Indian art forms
- Global Village: International crafts and artworks
- Tvastra: Lifestyle items featuring original artworks by artist Prachi Sumit Sharma
The brand name Pranom holds personal significance for the founders, symbolizing memory, tradition, and meaningful craftsmanship.
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Retail Expansion Strategy for Aurafest
Aurafest has already secured distribution for its Avinya brand at ARTPORT outlets located in major Indian airports. Its Sugandhras line will launch within 30 days.
The company plans to expand into luxury hotels, high-end malls, and cultural marketplaces in metropolitan cities, creating a premium ecosystem for consumers to connect with artisanal heritage.
“Aurafest is about more than products – it’s about experiences that connect consumers with the skills and stories behind every creation,” said Manojkumar Sharma, Co-Founder of Aurafest.
Market Opportunity and Growth Strategy
The company enters a growing market where India’s premium gifting sector is witnessing strong demand for authentic artisanal and culturally rooted products. By providing direct market access to artisans and spotlighting regional traditions through cultural marketplaces, the company aims to create a sustainable ecosystem for craft preservation.
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About the Founders
Sumit Govind Sharma built his legacy in hospitality through Monarch Liberty Hospitality with brands such as EVE, Que Sera Sera, and TAT. His move into lifestyle retail leverages his expertise in creating distinctive experiences to establish Aurafest in the premium gifting market.
Manojkumar Sharma, an expert in home décor through his brand Ashnam, contributes deep product development expertise and artisan network connections.
About Aurafest
Aurafest is a premium lifestyle and gifting brand dedicated to uniting traditional Indian craftsmanship with contemporary luxury design.
