But Jyothy Rao, the namesake daughter who after marriage and a family-business program at Harvard now heads marketing, is pushing such items as a dishwashing bar (Exo).
The jacket, an EXO Skelton compression shirt that is a custom version of the ones Unequal sells to public consumers, has two rib protectors on either side.
But one novel strategy has been adopted by rival SM Entertainment, which is trying to make inroads into the Chinese market with Exo -- a boy band that performs their songs in Mandarin as well as Korean.