MAM
Costa Coffee promotes Ekta Upadhyay
MUMBAI: Ekta Upadhyay has been promoted to assistant general manager and head of marketing at Devyani International, where she will oversee Costa Coffee, the company’s airports business, and New York Fries operations. The appointment marks an expansion of her remit beyond the 300-plus Costa Coffee stores she previously managed.
Upadhyay, who has spent over 14 years in brand marketing across sectors including fast-moving consumer goods, automobiles and e-commerce, will now focus on scaling the airports vertical and growing the New York Fries quick-service restaurant brand. Her promotion comes as Devyani International, one of India’s largest restaurant operators, seeks to diversify its portfolio beyond its core pizza and coffee offerings.
Before joining Costa Coffee in 2023, Upadhyay held senior marketing positions at Apollo Tyres, where she managed communications across the Asia Pacific, Middle East and Africa regions, and at fashion e-tailer Koovs.com, where she led brand strategy for the London Stock Exchange-listed company.
Her career began at media agencies VivaKi and Mindshare, where she handled major accounts including PepsiCo and Yum Restaurants, developing expertise in traditional and digital media buying.
The appointment signals Devyani International’s ambition to strengthen its marketing capabilities as it expands beyond its traditional restaurant formats into higher-margin airport locations and new quick-service concepts.
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.
