MAM
V-Guard introduces ‘Arizo’: Next-gen melt-resistant eco wires
Mumbai: V-Guard, electricals, electronics, and home appliances major, launches Arizo Wires, a path-breaking innovation in electrical wiring technology. Powered by advanced e-beam technology and boasting zero-halogen low-smoke properties, Arizo Wires heralds a new era in electrical safety and sustainability standards, offering consumers unparalleled peace of mind.
As the Indian Housing Wires & Cables market continues to thrive, projected to reach a staggering 22 – 25,000 Cr (Rs) with a growth rate of 9 to 10 per cent, the demand for safer and eco-friendly solutions is on the rise. Arizo Wires, with its cutting-edge e-beam processing technique, promises to meet this demand head-on, offering a remarkable 75 per cent increase in current carrying capacity compared to conventional FR PVC wires. This advanced technology enhances both the electrical and physical strength of Arizo Wires, making them suitable for 90-degree C continuous operation. As a result, Arizo Wires are highly heat-resistant, melt-resistant and fire retardant, and significantly reduce the risk of short circuits and fire hazards, thereby ensuring enhanced safety for homes and businesses.
Furthermore, Arizo wires are crafted from lead-free and non-carcinogenic raw materials, complying with stringent ROHS and REACH standards, and therefore do not emit toxic gases from the insulation during fire accidents. This makes them not only eco-friendly but also a safe choice for consumers.
With 99.97 per cent pure copper for superior conductivity, Arizo Wires adheres to national and international standards, including the prestigious Conformité Européenne certification (CE). Designed for utmost convenience and durability, Arizo Wires possess flexibility for better installation, while its moisture-defying armour ensures long-lasting performance regardless of weather conditions. Additionally, Arizo Wires are fortified against termites and rodents, further enhancing their longevity and resilience.
V-Guard Industries Ltd director & COO Ramachandran V commented at the launch, “We are delighted to introduce Arizo Wires, the next frontier in electrical safety and sustainability. With Arizo, consumers can trust that they are investing in a product that not only prioritizes their safety but also contributes to a cleaner, greener future.”
The launch of V-Guard Arizo Wires took place in a glittering ceremony at Taj Westend Bangalore, alongside two other advanced offerings – SUPERIO+ Eco Safe Wires and ELEGNA MCBs. This further strengthens V-Guard’s electrical portfolio and underscores its commitment to delivering high-quality products while prioritizing safety and sustainability.
Brands
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
