A New Era of Premium Lifestyle Products, ETRetail

New Delhi: Sumit Govind Sharma, founder and director of Monarch Liberty Hospitality, has launched Aurafest, a premium lifestyle brand under its flagship label Pranom, the company said in a press release on Monday.

The launch comes ahead of the festive season, with a focus on artisanal and handmade products.

The company has tied up with Artport for distribution of Avinya across major airports. Sugandhras is expected to launch in the next 30 days. Further, it plans to expand presence in large stores, luxury hotels, malls and cultural marketplaces in metro cities.

“Our retail strategy focuses on high-touch environments where customers can appreciate the craftsmanship and cultural significance,” said Manojkumar Sharma, co-founder of Aurafest.

The brand also plans to establish cultural marketplaces to provide artisans direct access to urban consumers and strengthen traditional craft preservation.

• Published On Aug 18, 2025 at 12:00 PM IST

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