Team siliconindia

• Entrepreneur Sumit Govind Sharma launches Aurafest, a lifestyle brand focusing on high end artisanal products under its flagship label Pranom.
• The brand will cater to India’s growing premium gifting market, offering authentic, handcrafted items with a modern appeal.
• Plans are underway to expand into retail stores, luxury hotels, cultural hubs, and high-end malls in major cities.

Sumit Govind Sharma, known for hospitality ventures like EVE, Que Sera Sera, and TAT under Monarch Liberty Hospitality, has launched a new lifestyle retail brand called Aurafest. The brand aims to bring together traditional Indian craftsmanship and modern design to meet the rising demand for authentic, premium lifestyle and gifting products.

Aurafest’s flagship label, Pranom, debuts with seven thoughtfully curated product lines. These include incense and wellness products, handmade artifacts, luxury serveware, traditional collectibles, global crafts, and lifestyle items featuring original artworks. The focus is on quality, cultural authenticity, and supporting India’s artisan communities.

“There is a growing interest in high quality artisanal products, but the market is flooded with fakes”, said Sharma. “Aurafest is our way of promoting genuine craftsmanship and giving artisans the platform they deserve”.

The company has already partnered with ARTPORT to sell its Avinya brand in major Indian airports and plans to launch its incense and wellness range, Sugandhras, within 30 days. Further expansion will target large retail stores, luxury hotels, high end malls, and cultural marketplaces across metropolitan cities.

Also Read: Top 10 Artisans & Brands Reviving South India's Timeless Handicrafts

Aurafest is co-founded by Manojkumar Sharma, founder of the home décor brand Ashnam, who brings deep experience in product design and artisan collaboration. Together, the duo aims to create not just a retail brand but a cultural movement that connects craftspeople directly with urban consumers while celebrating India’s rich artistic heritage.