Sahara launches umbrella brand SaharaOne

Sahara India Pariwar today announced its new venture, SaharaOne, which will be the umbrella brand for the group's businesses in motion pictures, radio and television.

The group has earmarked an investment of over Rs 1,500 crore in SaharaOne in three years.

Sahara India Media Entertainment Management, a 50:50 joint venture between Sahara India and marketing communications group Percept India, will act as the management company for all initiatives under the new company. Shailendra Singh, joint managing director, Percept, will head the venture.

As part of the restructuring exercise, the new JV has appointed leading global management firms KPMG and Ernst & Young to help develop synergies in the businesses and adopt best practices in the global entertainment industry.