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Ekta Incensed! - Queen Of Soaps Eyes Incense Industry
Courtesy: Mid-day
Queen of soaps ekta kapoor is now diversifying into the religious market. The devoutly religious Kapoor has decided to foray into the incense industry.
The company, Balaji Teleinvestments, a homegrown association of Balaji Telefilms, will have a distribution network all over the country. Kapoor refused to disclose the price range but said it would be affordable.
Will save time
"I have always wanted to launch a product I believe in and want to create awareness in people about it. I have been using Navgraha Dhoops (of other companies) for a long time. So I thought why not bring it to the people. It's a modern way of doing puja and will spare you the time of doing a havan."
Kapoor explains the speciality of Navgraha Dhoops. "We perform havans for two to three hours for our grahas. Each day has a specific graha and we do pujas to get out of a problem or to appease the grahas or to accentuate good things in our life and bring positive energy in it.
Navgraha Dhoops have all the ingredients that go into a havan, including sandalwood, sticks, ghee, flowers etc. So if you are sitting for a havan on Monday, one incense stick will have all the ingredients that go into a Monday havan. Thus, by lighting just one stick you will be spared of sitting for three hours at a havan. It combines vaastushastra and peace of mind."
Quality control
Kapoor assures that she will personally ensure quality control. "Since I will be making the product on my own it will be absolutely authentic and I will make sure that the quality is perfect. All the ingredients will go into it."
A major launch is on the cards. "On March 7, there will be a stage show celebrating 10 years of Balaji, where we will announce the launch."
Daddy's birthday
The incense will be launched on April 7, which is father Jeetendra's birthday. It is also the day Kyun Ki Saas Bhi Kabhi Bahu Thi enters the time transition.
"On the launch day, we will be distributing boxes of dhoop, which will last six months. Each box will have a CD with six songs, which will be picturised on Tulsi, Parvati and other characters from my serials," she added. Kapoor plans to approach Lata Mangeshkar and Asha Bhonsle to sing the songs.
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