Brands
Safari packs a punch of colour with Shades Ahead
MUMBAI: Who says baggage has to be boring? Safari is turning the travel aisle into a runway with Shades Ahead, a vibrant new luggage collection that swaps the old blacks and greys for a riot of colour. Launching first on Flipkart during its Big Bang Diwali Sale, the range brings festive flair to every getaway.
Crafted for the expressive millennial and Gen Z traveller, Shades Ahead reimagines luggage as lifestyle. The collection debuts two ranges, Froniq and Rovera, in six striking hues: sundune yellow, skyglass blue, coral orange, misty sage green, deeptide navy, and midnight black. Each shade tells its own story, inspired by surreal dreamscapes visualised through AI.
“With Shades Ahead, Safari is creating a colour-first movement in luggage,” said Safari Industries (India) Ltd. managing director Sudhir Jatia. “Today’s travellers want something bold and expressive, and with Flipkart’s reach, we’re bringing that vibrancy to homes across India this festive season.”
Flipkart Fashion vice president Kunal Gupta added, “Big Bang Diwali Sale is where India discovers what’s next. Shades Ahead perfectly captures that spirit: bold, stylish, and built to last.”
Backed by playful digital films, social chatter, and AI-powered storytelling, the campaign turns every suitcase into a statement piece. Whether it’s for gifting, weddings, or wanderlust, Shades Ahead promises to add a pop of personality to every trip.
This Diwali, it’s not just about where you’re headed, but how bright your bag looks getting there.
Brands
Reebok partners with Jerai Fitness for gym equipment in India
Long-term deal to manufacture and distribute Reebok-branded fitness products from April 2026.
MUMBAI: Reebok is pumping up its presence in India and this time, it’s bringing serious muscle to the gym floor. Jerai Fitness Limited, an Indian manufacturer with over three decades of experience in fitness equipment, has announced a first-of-its-kind long-term partnership with Reebok. Under the agreement, Jerai Fitness will manufacture and distribute Reebok-branded gym equipment across India and neighbouring countries including Sri Lanka, Bangladesh and Nepal. The products will be available from 1 April 2026.
The collaboration combines Jerai Fitness’ fully automated, technology-driven manufacturing facility with Reebok’s global brand legacy to redefine the fitness equipment ecosystem in the region.
Jerai Fitness Limited chairman & managing director Rajesh Rai said the partnership leverages advanced manufacturing capabilities to deliver high-quality products tailored to market needs.
Authentic Brands Group EVP of Reebok Steve Robaire noted that India is a dynamic and fast-growing fitness market. “Jerai Fitness brings the manufacturing expertise and local insight needed to deliver high-quality, performance-driven equipment at scale,” he said.
The partnership will introduce a comprehensive commercial range covering cardio, free weights, and high-end home-use equipment under two distinct series. All products adhere to international standards, including ISO 9001:2015, ISO 14001:2015, ISO 45001:2018, ASTM certifications, and European safety standards EN ISO 20957-1:2013, EN 957-2:2003 and EN 957-4:2006.
Jerai Fitness’ manufacturing facility features fully automated production systems and dedicated storage infrastructure. As of 31 August 2025, it had an installed annual capacity of 21,000 units.
The Reebok-branded equipment will be available pan-India through Jerai Fitness showrooms and official websites jeraihomegym.com and jeraifitness.com.
In a market where fitness goals are rising faster than dumbbells, this partnership gives Reebok the local strength it needs while giving Jerai Fitness a powerful global brand to flex. For Indian fitness enthusiasts and gym owners, the workout just got a stylish upgrade.
