MAM
A case for disruptive innovations
MUMBAI: Disruptive innovations like the Indian Premier League (IPL) can break through a cluttered market, several experts said.
Kolkata Knight Riders CEO Venky Mysore noted that the IPL was about challenging the norm. “Viewership has leapt sixfold and the reach has gone beyond traditional cricket lovers. From a business perspective, it was about creating a platform to reach out to a passionate public. The IPL was packaged to catch the people’s attention,” he said.
Particpating in a panel discussion at The Mindshare Brand Equity Compass, LinkedIn India country manager Hari V Krishnan noted that Linkedin created a disruptive innovation in the talent economy. The traditional ways of employment did not give transparency. “We extract insight from data. We are not just about helping somebody find a job but also helping them become more productive in their jobs,” he elaborated.
Disruptive innovations can be fought by rival companies by moving into another arena to strike. This is what Cirque Du Soleil did in the circus arena. Microsoft joint MD Hemant Sachdev said that innovation is what makes a company tick as it impacts the consumer experience. “Going forward, the Natural User Interface will be important like Xbox. It is a community that is real and experiential. Telecom is another example of disruptive innovation which gives real value not just to businesses but also to consumers.”
Leaders must provide fertile ground for innovations to grow. Companies, in the process, must be more open to failures and take the risk of adopting disruptive trends so that they break patterns. The interesting thing is that while 95 per cent of ideas fail, innovation is still the only way to succeed.
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.
