Aurafest Launches Pranom with Seven Artisanal Product Lines for India’s Gifting Market

Serial entrepreneur Sumit Govind Sharma, known for hospitality ventures including EVE, Que Sera Sera, and TAT under Monarch Liberty Hospitality, has launched Aurafest, a new lifestyle and artisanal products venture. The company’s flagship brand, Pranom, debuts with seven product lines designed for India’s growing artisanal gifting market during the holiday season.

Aurafest has been co-founded with home décor expert Manojkumar Sharma. The venture aims to connect Indian craftsmanship with contemporary consumer preferences, offering collections across categories such as wellness products, devotional items, luxury serveware, and artisanal goods. The essence of Pranom reflects culture, heritage, tradition, and India.

Pranom launches with seven specialised sub-brands: Sugandhras (incense sticks, dhoops, essential oils, soy candles), Avinya (handcrafted artefacts such as Buddha and Ganesha sets), Patangi (luxury serveware inspired by butterflies), Tvisa (wellness products and artisanal soaps), Prachin (collectables and traditional art), Global Village (crafts and artworks from around the world), and Tvastra (lifestyle items featuring original works by artist Prachi Sumit Sharma).

Aurafest has already signed a distribution agreement for its Avinya brand at ARTPORT, which operates in major airports across India. The launch of Sugandhras is scheduled within 30 days, and future plans include retail expansion into department stores, hotel kiosks, luxury malls, and cultural marketplaces in metropolitan cities.

The company is positioning its retail strategy in high-touch spaces where consumers can engage directly with the design and stories behind each product. Aurafest also intends to support traditional artists by building regional cultural marketplaces, giving artisans direct access to urban customers while creating a sustainable ecosystem for craft preservation.

This expansion seeks to tap into the rising demand for culturally rooted lifestyle products in India, especially during the festive gifting season, by making authentic craftsmanship more accessible to modern consumers.