Brands
Kaya Limited and Marico gets into a licensing arrangement
Mumbai : Kaya Limited has signed a licensing agreement with Marico to launch a new skincare brand – Kaya Youth that will be aimed at the younger consumers. As a part of the deal, Marico will pay royalty to Kaya, a separate listed entity.
Mr. Rajiv Nair, CEO- Kaya Group said, “We have used our dermatological expertise and worked with the Marico team to develop a range of skincare called Kaya Youth. Kaya is a highly penetrated and established brand and has a very high understanding of India’s skin and hair care needs. Marico has leveraged this strength and licensed this brand from Kaya and plans to give a massive fillip to its soon to be launched skincare products”.
With over 15 years of expertise and presence in 26 cities , Kaya Limited also retails its product line through 400 points of sales and through ecommerce. More than 50% of Kaya Clinic’s product retail comes from channels outside the clinic. The Kaya product range includes more than 70 SKUs in Skin and Hair care.
Kaya Clinic saw its latest brand revamp last year with their Greater Kailash Clinic in New Delhi followed by Jaipur in January 2019. Kaya, whose clientele mainly includes high net worth individuals (HNIs) in 26 cities, wants to break away from its image of being just a skin treatment centre to appeal to relatively younger set of customers.
Kaya Clinic has introduced a range of hair-care treatments and transplants. Kaya has also launched an all-natural range, “Derma Naturals”, and has sheet masks and lip balms in this range.
With a huge presence in the Middle East, Kaya Clinic has recently launched its new clinic in Dubai, at one of the emirate’s buzzing hot spots – the JBR Walk. With the new premium location, Kaya aims to cater to its growing client base residing around JBR, JLT, Marina and the Palm. This clinic offers the entire spectrum of services that Kaya Skin Clinic is renowned for.
Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
