S.Kumar's Nationwide Limited has brought Sushmita Sen in to endorse their new brand, Carmichael House - a home textiles brand. The product range will include bed, bath, table, and kitchen linens, as well as curtains & upholstery. Sen is currently shooting for the ad campaign, which includes print and television.

Carmichael House, which will be available in lifestyle shops as well as exclusive brand outlets, hopes to offer many options and solutions for the Indian home. The brand will offer quality products that match those of international products, and expert designers have altered international styles to suit Indian tastes. Indian customers will now have the advantage of being able to purchasing all their linens from one shop.

Brand Representatives feel Sushmita certainly connects with the product, as people identify Sushmita with high quality products. As she enjoys mass popularity in the metros and the smaller pockets of the country, this will guarantee visibility for the brand. Carmichael House aspires to open 30 elite outlets across the nation. The products will be available in 85 cities and towns in India, as well as.

The advertising campaign is expected to launch by mid-April.