MAM
Ground-breaking tech-powered platform GenS aims to challenge ‘age-old’ societal norms
Mumbai: GenSxty Tribe is set to transform the conventional narrative around ageing with a bespoke tech-enabled platform curated for the 60+ – GenS. 60+ is a time of newfound freedom that’s unburdened by social expectations and stereotypes. GenS encourages the 60+ audience to live and explore life on their own terms, armed with the financial means and opportunities to pursue passions and explore new relationships and dimensions of personal growth. GenS is set to redefine the golden years, offering a vibrant, safe and engaging space where 60+ individuals can thrive, connect, and celebrate life.
As healthcare advances and life expectancy rises, the world’s senior population is reaching unprecedented levels.
. By 2050, for the first time in history, there will be more people over 60 than children under 15
. In India, seniors aged 60 and above currently make up over 10% of the population, numbering 149 million
. This figure is projected to rise to 340 million by 2050, accounting for 21% of the total population, according to the India Ageing Report [UNFPA (United Nations Population Fund) India, in collaboration with the International Institute for Population Sciences (IIPS)]
Despite this, brands and advertisers still predominantly target the younger demographic, neglecting the substantial spending power and influence of the 60+ audience.
GenS founder Meenakshi Menon (65) said, “The GenS app is being built using both a deep understanding of the consumer in terms of their need state and the technology that is keeping in mind their ease of use. With the launch of GenS, we empower individuals to embrace the abundance of life after 60 with confidence and enthusiasm. I firmly believe that the 60+ have reached a stage in their lives where they can become a vehicle of social change while enjoying each day of their lives to the fullest. Adding life to their years is more critical than adding years to their life.”
She further adds, “As a member of this cohort, it was important to get an independent perspective of this segment and understand what made them tick. Very often Founders make the mistake of creating a product that they believe in and disregard what the market says. It was critical that we spent time understanding the contours of this consumer. We had to dig deep beneath the surface to get at their feelings, their hidden concerns and motives. It was a journey of discovery for all of us. Each one was invested in the outcome, either as members of the cohort or Children who cared deeply for their parents’ well-being. That is why we commissioned research with Ormax Compass to discover the various predispositions and emotions felt by this group. The findings gave us both insight and intent and contributed massively to the development of our soon-to-be-launched GenS app.”
GenS recognises that turning 60 is a milestone that marks the beginning of life’s greatest adventure. Menon, a renowned figure in the marketing industry, brings her expertise and passion to create a platform that celebrates freedom, passion, and new opportunities for the 60+ community. The platform is further powered by senior industry stalwarts – Bhaskar Das, Dilip Cherian, Amit Bose, Namita Roy Ghose and supported by Indu Kak, Ramesh Menon and Jignesh Barasara, amongst others who have been instrumental in the inception of GenS, contributing their diverse insights and support to bring this innovative vision to life.
By recognizing that 60+ is a time of newfound freedom and opportunity, GenS aims to celebrate their potential to live life on their own terms, pursue passions, and explore new relationships. The platform is designed to help the active agers combat loneliness, break stereotypes, and rediscover joy and laughter. By leveraging the power of community and technology, GenS will offer a holistic range of services that cater to the physical, mental, emotional, financial, and social well-being of its members.
As GenS prepares for its launch, it invites 60+ individuals to embark on this new chapter with them! With a mission to revolutionize life after 60, GenS is more than just a platform—it’s a movement dedicated to empowering, celebrating, and supporting its members every step of the way.
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.
