Buoyed by the success of its luxury brand Pranom, Aurafest has unveiled SOAM as a brand integrating mindful living and artisanal wellness to contemporary Indian homes.
Mumbai, October 27, 2025: Aurafest, the premium lifestyle company founded by Sumit Govind Sharma and Manojkumar Sharma, has launched SOAM, an accessible prestige wellness and lifestyle brand with an aim to celebrate the incredible spiritual and cultural heritage of Hindustan. The new brand marks the portfolio expansion for Aurafest after the highly successful debut of Pranom, its luxury brand, which has a strong presence at ArtPort stores across prominent Indian airports.
With Pranom making its mark in the premium luxury segment with handcrafted artefacts and high-end artisanal products, Aurafest decided to introduce SOAM as a premium, prestige brand that makes authentic Indian wellness and lifestyle essentials among the wider contemporary Indians looking for mindful, quality products delivering enhanced living experiences.
The Meaning of SOAM
The word “SOAM” comes from Sanskrit and means “Nectar” or “Divine Essence.” The brand wants to help everyone explore the happiness, peace, and contentment that living mindfully can bring. The products are made with real craftsmanship and natural ingredients. One can use them every day, from waking up feeling fresh and new to going to bed feeling calm and relaxed.
Sacred Traditions for Contemporary Living
SOAM has a carefully chosen selection of natural scented items and handmade goods that are all meant to make your home purer and more mindful. Each item reflects India’s rich cultural history. SOAM’s goal is to make wellness products available to everyone without sacrificing quality. This is for people who want to find a balance between modern life and traditional cultural practices.
“Pranom enabled us to establish a strong footprint in the premium luxury artisanal space, but it also made us identify a large-scale potential to serve customers who are mindful and willing to integrate quality craftsmanship into their lifestyles, at price points that are more competitive than Pranom,” said Sumit Govind Sharma, Founder Director of Aurafest.
Adding further, Manojkumar Sharma, Founder of Aurafest, said, “SOAM is our first step toward reaching this larger audience. We think that everyone who wants to live a mindful and authentic life should be able to access India’s traditional wellness and rich cultural heritage. The focus on making things easier to get doesn’t mean that quality suffers; it just means that more people can experience the life-changing effects of real Indian artisanal wellness.
Dual Brand Strategy: Luxury and Accessible Premium
With SOAM, Aurafest has managed to strategically tap into two complementary market segments. While Pranom will continue to serve the luxury market through its premium, high-end collectable offerings at ArtPort outlets across major airports, SOAM will cater to the wider domestic audience as it is priced competitively. It will do so through diverse retail channels such as speciality stores, wellness boutiques, and prominent e-commerce platforms.
Sustainable Artisan Ecosystem
Both SOAM and Pranom endeavour to support the authentic Indian craftsmanship and preserve the ancient handicraft traditions. Through these two distinct brands, Aurafest is able to reach out to a wider network of craftspeople and introduce authentic, high-quality offerings to different market segments. Emphasis on sustainable practices, usage of natural ingredients, traditional methods, and creation of products that honour the environment and the artisans gives Aurafest a distinct and relatable market positioning.
