Mumbai: Bombay Dyeing has launched a premium bed and bath line, in association with designer Sabyasachi Mukherjee.

According to SK Gupta, executive director, the "Bombay Dyeing Sabyasachi Tao Collection" as the line is called is a high-end lifestyle product, meant for consumption by the elite.

Prices reflect the premium positioning, with towels at a starting price of Rs1,249, and a bed-comprising a bed sheet with four pillow covers starting at Rs4,999.

Designer Sabyasachi is hoping to make a connection with the masses through this opportunity, saying that designers usually cater to high-end consumers.

Connecting with the general masses, which is why he would like to leverage this tie-up to cater to millions of consumers across the country. This is Sabyasachi''s second tie up with Bombay Dyeing for a bed and bath line.