MAM
Fruit drink TUK3 launched in South India
BANGALORE: FIL Industries Limited (FIL) announced the South-India launch of TUK3, the all seasons fruit drink in India with a unique combination of Seabuckthorn (Ladakh Berry), Kashmiri apples, and Indian Mangoes. TUK3 has been launched under FRUITFIL, the umbrella brand of the juice division of FIL.
“With the launch of this drink, we hope to capture a seizable share of the fruit drink market which is growing at an approximate rate of 25 per cent”, said FIL vice president sales and marketing Lokesh Naidu.
FIL has carried out in depth research to understand market and consumer behavior. TUK, the name of the drink comes from the tongue-clacking sound produced to express a distinct, taste bud hitting lingering sensation, which is aimed to appeal to kids. The fruit content in TUK3 makes it a natural energizer, enhancing body endurance, and strengthens memory apart from being rich in oxygen. It claims to nourish the brain, eyes and other vital organs and is rich in vitamin C explains an official release.
TUK3 is available in an attractive and colorful pack. The product will debut in retail stores in Northern India in the first phase of its launch, and throughout India in the subsequent phases.
The campaign is supported by two audiovisuals.”Creatives for these audio-visuals have been done in-house and shot by Delhi based Xebec Films. Starting 25 July, they will be telecast first on childrens’ channels – Cartoon Network and Pogo,” FIL marketing manager-brands Abhay Gaba. “We will spend Rs.20 million till March 2006 towards promotion activities”, added Gaba.
The company has set up its distribution network covering 16 Indian States for the marketing of its products under the FRUITFIL brand. It has also set up a state of art tetrapak filling line for the packing of its products, apart from having tie ups at four different locations across the country. Two hundred ml tetra-packs will be used for smaller packaging, for larger sizes, FIL is toying with PET bottles.
FIL has its own state of art, ISO 9001 and HACCP certified plant at Rangreth, Srinagar, which is a 100 per cent EOU. The total turnover of the group is Rs.1billion.
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.
