Actor and celebrity Rana Daggubati and India’s leading creator-led LIVE entertainment commerce platform Roposo today announced the launch of their co-created men’s grooming brand DCRAF. This launch is the latest in the line of celebrity-led original labels to be launched by Roposo through Glance Collective – a joint venture between Roposo’s parent company Glance and talent management firm Collective Artists Network. In November 2021, they had jointly launched their first co-created brand ‘EK’ with Ekta Kapoor, in the home and wellness category. Roposo is looking at co-creating around 100 such celebrity and creator-led brands across multiple segments, with an aim of fueling the creator economy through multiple entrepreneurial opportunities. DCraf is derived from ‘D’ for Daggubati, and ‘Craf’ – a colloquial short form of the English expression ‘Hair Craft’ – popularly associated with men’s grooming in Telangana and Andhra Pradesh. It will cater to millennial and Gen-Z men in tier-I and tier-II markets. The brand has grooming products for face, beard and skincare categories. DCRAF believes that grooming and taking care of oneself should not be tedious. By overly complicating grooming rituals, most brands tend to alienate consumers and deter men from experiencing the joy that comes with looking and feeling good. DCRAF aims to simplify grooming through well-designed products and communication that “keep things simple”. DCRAF prides itself on being an Indian brand with inclusivity as its core philosophy. For instance, it uses fun, creative adaptations of Indian faces from across the country and various regional scripts in its branding as a celebration of India’s diversity. The brand also plans to launch a unique reality show, LIVE and exclusive on Roposo and Glance, to find a user who will be the next face of DCRAF. The winner will be featured on the uber-cool DCRAF packaging and will join Rana in representing the brand.