MAM
Adani Marathon hits full stride as powerhouse partners join the race
MUMBAI: Ahmedabad is lacing up for a Sunday sprint of spirit and this year, the Adani Ahmedabad Marathon isn’t just running a race, it’s running the show. Entering its 9th edition on 30 November at the Sabarmati Riverfront, the marathon has evolved from a city event into a full-fledged cultural movement, powered by partners whose combined clout could put most sporting line-ups to shame.
What began as a community run has grown into one of India’s most respected long-distance gatherings, anchored in its stirring ethos: #Run4OurSoldiers, a tribute to the Indian Armed Forces and the people who guard the nation’s heartbeat.
And this year, the partner roster looks like it was built for endurance, strength and national pride.
At the front of the pack is Adani Ports, returning as title partner, lending the event the same scale and credibility with which it runs the country’s largest port network. Ambuja Cement, as the powered by partner, brings its reputation for strong foundations quite literally while Fortune steps in as an associate partner, representing the trust of Indian households.
Defence muscle comes from Adani Defence, aligning naturally with the marathon’s commitment to honouring the Armed Forces. ACC fortifies the line-up as the Trusted Partner, extending its long-standing legacy in reliable building materials.
But the biggest strategic boost comes from the banking track. Axis Bank has signed a three-year partnership as official banking partner, signalling a long-term commitment to community wellbeing and fitness-led living. With Ahmedabad at the centre of Gujarat’s tourism and heritage surge, the bank’s association adds both cultural heft and corporate intent to the marathon’s expanding influence.
The ecosystem doesn’t end there. A slate of key contributors ensures the event runs with military-grade precision:
– KD Hospital, medical partner
– Sabarmati Riverfront, venue partner
– Hyatt, hospitality partner
– 108 Emergency Services, emergency partner
Together, they form a safety net as robust as the run itself.
For Adani Sportsline, chief business officer Sanjay Adesara the partner line-up is the marathon’s real endurance engine. He said the event has become “a cultural movement in the city,” crediting partners across sectors from infrastructure to healthcare for helping the marathon give back to the community and celebrate the real heroes in uniform.
From the banking side, Rakesh Bhojnagarwala, regional branch banking head of West 2, Axis Bank, said the marathon resonates with the bank’s “dil se open” philosophy, celebrating unity, resilience and Ahmedabad’s rising energy. With Gujarat emerging as a cultural and tourism hotspot, he called the association a long-term commitment to nurturing community spirit.
Health partner KD Hospital, represented by COO Parth Desai, highlighted the marathon’s role in shaping not just runners but a stronger civic identity. Calling the event an “integral part of the city’s identity,” he said the spirit of Run4OurSoldiers honours the “unwavering strength” of India’s servicemen and women, a cause the hospital proudly supports.
With big names, bigger purpose, and a loyal community at its heels, the Adani Ahmedabad Marathon looks set to run farther than ever, one stride for fitness, one stride for unity, and thousands for the soldiers who safeguard the nation’s marathon of everyday life.
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.
