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Aurafest, a premium lifestyle company founded by Sumit Govind Sharma and Manojkumar Sharma, has launched its new wellness and lifestyle brand ‘SOAM’, designed to celebrate India’s rich spiritual and cultural heritage. This marks Aurafest’s portfolio expansion after the success of its luxury brand ‘Pranom’, which has established a strong presence at ArtPort stores across major Indian airports.
After creating a niche in the luxury segment with ‘Pranom’, Aurafest has introduced ‘SOAM’ as a premium yet accessible brand. It caters to modern, mindful Indians seeking authentic wellness and lifestyle essentials that combine quality, craftsmanship, and cultural authenticity at more affordable prices.
The name ‘SOAM’, derived from Sanskrit, means “Nectar” or “Divine Essence.” The brand is built around the idea that mindful living leads to inner peace, happiness, and balance. Each SOAM product is crafted with natural materials and traditional artistry—designed for daily use, from starting the day refreshed to ending it with calmness and relaxation.
Speaking about the launch, Sumit Govind Sharma, Founder Director of Aurafest, said that while Pranom helped establish a strong presence in the luxury segment, it also revealed a growing demand for quality craftsmanship among a wider audience at more competitive price points. Manojkumar Sharma, Co-Founder, added that SOAM aims to bring authentic Indian wellness practices to a larger audience, allowing everyone to experience the essence of India’s cultural heritage in their everyday lives.
With Pranom and SOAM, Aurafest is strategically catering to two distinct markets. Pranom will continue to focus on luxury consumers, while SOAM will reach a broader audience through specialty stores, wellness boutiques, and leading e-commerce platforms. Both brands emphasize sustainability, natural ingredients, and eco-conscious production, empowering Indian artisans and promoting traditional craftsmanship for a more balanced and responsible lifestyle.
