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ROPOSO AND RANA DAGGUBATI GIVE MEN’S GROOMING INDUSTRY A MAKEOVER   WITH LAUNCH OF BRAND ‘DCRAF’    Highlights:  · DCRAF is the latest in the line of celebrity-led direct-to-consumer (D2C) brands being launched by Roposo through “Glance Collective” · The new brand aims to make grooming routines for men simple and effective with easy-to-use products for face, beard, and skincare · Men’s grooming is amongst the fastest growing categories for live commerce on Roposo   Singapore/Mumbai, April 7, 2022: 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.  “I have been conceptualizing a simplified men’s grooming brand for quite some time now. With Roposo enabling the co-creation of celebrity-led brands, it became possible to take this concept to the market at such a large scale, very quickly,” said Rana Daggubati. “I believe that men neglect skincare and grooming because it seems overly complex to them. With DCRAF, my aim is to make ‘looking good’ simple for men through trustworthy, effective products. I’m happy to have found a partner like Roposo to make DCRAF a reality,” he added.