Brands
“Myprotein plans to further its market expansion in India by continuing its three pronged approach”: My Protein’s Sudeshna Saha
Mumbai: MyProtein is one of the preeminent sports nutrition brands with an extensive range of excellent quality products, including protein powders, healthy high-protein snacks, vitamins, minerals and performance clothing. It is Europe’s No. 1 brand, founded in 2004 and currently operates in around 70 countries.
It was launched with a vision to fuel people’s fitness ambitions across the world. To accomplish this, MyProtein provides a broad range of categories, including vegan-friendly, dairy-free, and gluten-free. The brand supplies a wide variety of products that contain zero animal substances, ensuring to play a part in improving general animal welfare and reducing toxic emissions.
The brand is using fringe sports to build it’s presence in India. By moving away from the traditional pull of cricket, MyProtein has found significant success in India by collaborating with athletes in Taekwondo, Basketball, Football, Swimming, Boxing & MMA. Focusing on betting early and winning later in the athlete journey. Currently, the strategy has worked for MP, Some standout moments have been Sahal Abdul (Recorded as the second most expensive football transfer in Indian football history when he moved from Kerala to Mohan Bagan for 1.5 crore) & Afreen Hyder, Kashmir’s first female Taekwono athlete and gold winner in the Senior National Championship 2023-24, along with best female athlete.
Indiantelevision.com on an email interaction with My Protein’s regional manager India Sudeshna Saha, discusses on its shift from traditional sports, to implementing strageties & facing challenges etc.
Edited excerpts
On Myprotein’s decision to shift its focus from traditional sports like cricket to less mainstream sports such as Taekwondo, Basketball, Football, Swimming, Boxing, and MMA in the Indian market
Myprotein has identified an underserved market within India’s diverse lifestyle communities, prompting a deliberate strategic pivot away from conventional sports such as cricket. Discerning a notable void, our renewed focus is now directed towards niche sports including Taekwondo, Basketball, Football, Swimming, Boxing, and MMA. This strategic realignment is intricately tied to the burgeoning significance of fitness and nutrition within these sports, aligning seamlessly with the dynamic shifts in consumer preferences.
Our steadfast commitment to the vision of elevating India’s fringe sports to international standards remains unwavering. This strategic transition underscores a conscious effort to synchronize our endeavors with overarching objectives for the country. By channeling our resources and expertise into these less mainstream sports, we aim to foster a paradigm shift in the Indian sports landscape, ultimately positioning them on a global scale.
On implementing strategies to leverage its association with athletes in fringe sports to increase brand visibility in India
Myprotein has strategically capitalized on its affiliation with athletes in niche sports to augment brand visibility within the Indian market. Through a meticulous analysis of the market landscape, we identified a discernible gap in less mainstream sports and subsequently initiated engagement with influential figures and athletes within these communities. Our emphasis on fitness and nutrition aligns seamlessly with the ethos of these sports, and we have fortified this commitment through activations with Myprotein ambassadors and esteemed fitness influencers, such as Robin Singh, Ankit Kaliyar, Mukesh Gahlot, Jeet Selal and more.
This comprehensive approach includes authentic product sampling and reviews, ensuring a genuine and impactful representation of Myprotein within these niche communities and targeted audiences. By adopting this strategy, we not only bolster our brand’s visibility in the Indian market but also resonate profoundly with audiences who are passionate about diverse sports and committed to embracing healthy lifestyles.
On challenges faced in promoting its products and brand image through less popular sports compared to cricket in India
To reach a wider audience beyond traditional sports like cricket and cater to diverse fitness interests, it’s essential to address the challenge of ingrained preferences. Successfully marketing products to a broader spectrum of athletes requires strategic approaches such as emphasizing personal fitness journeys and embracing various workout forms. Overcoming initial scepticism in less mainstream sports communities can be achieved by forming partnerships with influencers and introducing localized innovations. Building trust in these communities involves careful product planning, highlighting affordability, and consistently reinforcing quality and accreditation claims.
On the brand engaging its target audience through the sponsorship or endorsement of athletes in fringe sports
Through influencers to sample and review products and Myprotein ambassadors, we look to curate content that is informative and engaging. Emphasizing a micro influencer strategy, we tap into more engaged audiences that cater to regions not easily penetrable through mainstream media. This approach ensures authentic connections, fostering genuine endorsements that resonate with our niche market and reinforce the brand’s commitment to diverse fitness communities. By being visible at the right moment and the right platform, we are able to build our visibility and preference for Myprotein as a supreme nutrition provider.
On Myprotein observing any shifts in consumer behaviour or preferences following its engagement with athletes from lesser-known sports in India
Internally Myprotein has noticed heightened brand awareness, positive brand association, and a greater inclination among consumers to include Myprotein products in their buying choices. By spotlighting athletes’ unique journeys and personalized nutrition, the brand extends beyond traditional bodybuilding, fostering broader interest in diverse fitness and emphasizing nutrition’s crucial role across various sports.
On expansion plans to continue leveraging market expansion efforts in India
Myprotein plans to further its market expansion in India by continuing its three pronged approach. This includes sustained support for leagues, individual athletes, and associations. We as a brand planning to elevate product relevance through sustained athlete engagement and personalized marketing i.e catering to Indian preferences and utilizing influencers for authentic product sampling and reviews that seek to tap our target audience. Future plans include exploring new fitness forms, localized innovations, and maintaining affordable pricing to effectively target diverse consumer segments. This comprehensive strategy underscores our commitment to ongoing market expansion efforts in India.
Brands
Malaika Arora launches accessories brand Maejoy
The Bollywood star’s lifestyle brand, built with Myntra and Exceed Entertainment, promises aspirational fashion without the high price tag
MUMBAI: Malaika Arora is not the first Bollywood star to put her name on a brand, and she will not be the last. But Maejoy, the accessories label she has launched in partnership with Myntra Jabong India Private Limited (MJIPL) and talent outfit Exceed Entertainment, at least has a sharper pitch than most. The brand drops with 250-plus styles spanning handbags and lab-grown diamond jewellery, two categories that sit squarely in the sweet spot between aspiration and affordability, and lands on Myntra’s platform from day one, putting it in front of millions of shoppers without breaking a sweat.
The handbag range covers the full gamut: crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks and clutches, rendered in synthetic leather, raffia, braids, satin, rhinestone and metallic finishes. The jewellery line runs to rings, earrings, pendants, bracelets and tennis bracelets in silver, gold and rose-gold tones, set in 925 sterling silver with IGI and GCI certified lab-grown diamonds. The brand’s guiding philosophy, “The Joy of Being Me,” stakes its claim on individuality and self-expression; its three brand pillars, Authentic, Empowering, Accessible, are the usual suspects, though the lab-grown diamond bet is savvier than it sounds. Lab-grown stones now sell at a fraction of the price of mined ones, and the category is growing fast in India as younger buyers wise up to the arbitrage.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business, or through my personal style, I’ve championed the idea that fashion should be empowering yet effortless. The brand aims to democratise global fashion trends while offering women something that extends the feeling of luxury every day, be it a lab-grown diamond or a perfectly crafted handbag,” said Malaika Arora, founder of Maejoy
MJIPL, the B2B wholesale arm of Myntra, is putting its design and brand-building muscle behind the venture. Suman Saha, chief experience officer and head of house of brands at MJIPL, was bullish on the tie-up.
“Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space. We believe the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers.”
Suman Saha, chief experience officer, head of house of brands, MJIPL
Afsar Zaidi, chief executive of Exceed Entertainment, the talent management firm that helped broker the deal, has worked with MJIPL before and was characteristically direct about what makes Arora an unusually bankable partner.
“Building celebrity-led brands requires a delicate balance of authenticity and market viability. Malaika is a rare talent who commands equal respect as a fashion icon and a savvy businesswoman. We are proud to facilitate this partnership that brings together her creative clout and Myntra’s brand-building excellence,” said Zaidi
Celebrity fashion brands live or die on one question: does the star actually wear it, or is the cheque the only thing they signed? Arora, who has spent three decades as one of Bollywood’s most-watched style references, has at least built a plausible case. Maejoy is live now on www.myntra.com and the Myntra app. The real test, whether shoppers buy the handbag or just the hype, starts today.
