MUMBAI: Shilpa Shetty, known for her immaculate dressing sense, has added a new feather to her cap. She has now turned into a designer and has launched her fashion brand Shilpa Shetty Kundra (SSK).

The collection has been exclusively announced in partnership with HomeShop 18 and was launched at a special event in the capital recently. Shetty also walked the ramp wearing a sari from her new collection.

Talking about the launch, she tweeted, “Excited to launch SSK sarees with India's fav shopping channel. My first sari from the SSK line for Home shop 18 will be available from the 11 october.”

Shetty also added, “In this exclusive collaboration, I've enjoyed experimenting with unique styles to suit different tastes. The SSK collection has been designed keeping in mind an Indian ethos with a modern twist, light fabrics and embellishments enhancing their richness, with the biggest prerequisite being budget-friendliness."

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

"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 told PTI.

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

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.

Besides entering the fashion world, Shetty has also tried her hands in film production. She along with husband Raj Kundra co-produced the film Dhishkiyaoo in 2014.