Brands
UP Yoddha partners with U.P. Kabaddi league to make a major strategic foray into Grassroots Kabaddi
Greater Noida: UP Yoddha- the Greater Noida, Uttar Pradesh, based franchise of Pro Kabaddi League, today announced a major strategic partnership with U.P. Kabaddi league, marking their foray into Grassroots Kabaddi within the state. UP Yoddha, in partnership with Hindustan publication intend to unearth grassroots level Kabaddi talent in the State. The league will be played from the 1st September – 13th October 2019.
U.P. Kabaddi League which is in its second season, will feature 35 men’s teams and 8 women’s team from all over the state. The men’s tournament shall be divided in four zones played across Zone A – Agra (1st – 3rd September); Zone B – Kanpur (13th – 15th September); Zone C- Gorakhpur (9th -12th September); Zone D – Varanasi (9th – 12th September) and the finals in the City of Nawabs – Lucknow (10th – 13th October). The women’s matches shall be held at Lucknow during the same time as the men’s finals.
Speaking on the association, Col. Vinod Bisht, CEO GMR League Games said, “We are delighted to partner with the U.P. Kabaddi League. Being a franchisee from Uttar Pradesh it is our duty to support talented youngsters from the region, find the right platform to develop their game and make a professional career. In the last few years, we have unearthed a few talented youngsters like Nitesh Kumar, Sumit and Surender Gill from the state and we believe there is no dearth of talent in India’s largest and most populous state. Our’s is a constant endeavor to keep unearthing more and more local talent, giving the youth a viable career option.”
All the matches will be played in the Pro Kabaddi League format and the scoring shall be akin the same. In the men’s category each zone will see two top teams qualify for Lucknow.
The team bifurcation for each zone is as follows:
Zone A – Agra – Eight District Teams
Zone B – Kanpur – Eight District Teams
Zone C – Gorakhpur – Nine District Teams
Zone D – Varanasi – Ten District Teams
Brands
Malaika Arora launches accessories brand Maejoy
The Bollywood star’s lifestyle brand, built with Myntra and Exceed Entertainment, promises aspirational fashion without the high price tag
MUMBAI: Malaika Arora is not the first Bollywood star to put her name on a brand, and she will not be the last. But Maejoy, the accessories label she has launched in partnership with Myntra Jabong India Private Limited (MJIPL) and talent outfit Exceed Entertainment, at least has a sharper pitch than most. The brand drops with 250-plus styles spanning handbags and lab-grown diamond jewellery, two categories that sit squarely in the sweet spot between aspiration and affordability, and lands on Myntra’s platform from day one, putting it in front of millions of shoppers without breaking a sweat.
The handbag range covers the full gamut: crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks and clutches, rendered in synthetic leather, raffia, braids, satin, rhinestone and metallic finishes. The jewellery line runs to rings, earrings, pendants, bracelets and tennis bracelets in silver, gold and rose-gold tones, set in 925 sterling silver with IGI and GCI certified lab-grown diamonds. The brand’s guiding philosophy, “The Joy of Being Me,” stakes its claim on individuality and self-expression; its three brand pillars, Authentic, Empowering, Accessible, are the usual suspects, though the lab-grown diamond bet is savvier than it sounds. Lab-grown stones now sell at a fraction of the price of mined ones, and the category is growing fast in India as younger buyers wise up to the arbitrage.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business, or through my personal style, I’ve championed the idea that fashion should be empowering yet effortless. The brand aims to democratise global fashion trends while offering women something that extends the feeling of luxury every day, be it a lab-grown diamond or a perfectly crafted handbag,” said Malaika Arora, founder of Maejoy
MJIPL, the B2B wholesale arm of Myntra, is putting its design and brand-building muscle behind the venture. Suman Saha, chief experience officer and head of house of brands at MJIPL, was bullish on the tie-up.
“Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space. We believe the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers.”
Suman Saha, chief experience officer, head of house of brands, MJIPL
Afsar Zaidi, chief executive of Exceed Entertainment, the talent management firm that helped broker the deal, has worked with MJIPL before and was characteristically direct about what makes Arora an unusually bankable partner.
“Building celebrity-led brands requires a delicate balance of authenticity and market viability. Malaika is a rare talent who commands equal respect as a fashion icon and a savvy businesswoman. We are proud to facilitate this partnership that brings together her creative clout and Myntra’s brand-building excellence,” said Zaidi
Celebrity fashion brands live or die on one question: does the star actually wear it, or is the cheque the only thing they signed? Arora, who has spent three decades as one of Bollywood’s most-watched style references, has at least built a plausible case. Maejoy is live now on www.myntra.com and the Myntra app. The real test, whether shoppers buy the handbag or just the hype, starts today.
