MAM
After branded atta, Parle Products now forays into cereal category
Mumbai: After making its foray into the branded atta segment, Parle Products which specialises in biscuits, snacks, and confectionery has now announced its entry into the cereals category with the launch of ‘Hide & Seek Fills’.
The company aims to produce highly nutritious cereals for an energising breakfast and strengthen its product portfolio for consumers in all age groups. The new product will take advantage of opportunities in the kids snacking market by providing 50 per cent premium chocolate filling to satisfy hunger pangs, serve as an immediate breakfast, and provide a quick sumptuous snack.
According to the company, ‘Hide & Seek Fills’ will continue the rich chocolaty experience established by ‘Hide & Seek’, a kind of Chocolate Chip Cookies, which debuted in 1996. The company’s premium ‘Platina’ range will bring the new mix of healthy and indulgent offerings into the newly launched segment. With the new category introduction, Parle Products will bring innovation to the line of breakfast cereals while providing affordable products to customers without compromising on health or taste. Hide & Seek Fills, offered at Rs. 10 packs across India, is the first step in expanding the cereal category, it said on Thursday.
Parle Products senior category head Krishnarao Buddha said the company’s deep knowledge of consumer behaviour and patterns has enabled it to meet the consumers where they are today. “Our understanding indicated that a lot of people prefer breakfast cereals as healthy options for themselves and their kids. By extending Parle’s portfolio, our goal is to provide consumers with choices on quick and healthy breakfast. Our entry into the niche breakfast cereal industry will give a fresh perception of the values and character represented by the ‘Parle Products’ name,” he said.
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.
