Sarees contribute to more than 25 percent of the entire lifestyle range at HomeShop18 and the partnership with a film celebrity will further boost its brand presence.

Besides, the firm also aims to tap the growing interest for premium apparel from small cities like Dhanbad, Gulbarga, Gaya, Gorakhpur, etc.

"We are adding to the festive cheer with our partnership with Shilpa Shetty Kundra for SSK line of designer sarees. It offers our customers a premium collection at affordable prices," HomeShop18 CEO Sundeep Malhotra said.

The firm sees this partnership as an opportunity to grow its popular apparel category by over 50 percent, he added.

HomeShop18 with its strong logistics, warehouse network and doorstep delivery to more than 3,000 cities is all geared up for the festival season, Malhotra said.

The firm launched India's first 24 hour home shopping TV channel in 2008, while it ventured into online shopping in 2011 and introduced mobile shopping in 2013.

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