Brands
“At Overdrive, women lead the charge at every level of our operations”: Arushi Kalsi
Mumbai: Overdrive, a compelling brand nestled under the esteemed Metro & Metro group, is far beyond a footwear label – it’s a fusion of elegance, sustainability, and a catalyst for women’s empowerment. Founded in 2018 by Arushi Kalsi, Overdrive seamlessly weaves timeless fashion with a profound commitment to environmental consciousness and uplifting women.
Kalsi carries forward the Kalsi legacy with an entrepreneurial spirit that echoes the words of the renowned shoe designer Salvatore Ferragamo, “Shoes transform your body language and attitude. They lift you physically and emotionally.” Her journey began at Mayo College Girls School, traversed through Delhi University, and further studies at Harvard, where she honed her business acumen. She refined her expertise in the field with esteemed brands like Peter Kaiser and Deichmann in Europe, solidifying her understanding of the industry.
Indiantelevision.com had the privilege of speaking with Overdrive Shoes founder Arushi Kalsi about her remarkable journey towards integrating sustainability into her brand ethos. During the conversation, she provided a comprehensive overview of her brand’s commitment to environmental stewardship, women empowerment and lot more…
Edited excerpts
On integrating sustainability into your brand identity while maintaining a focus on elegant fashion
When crafting a brand, our mission is to offer footwear that not only aligns with contemporary trends but also provides unparalleled comfort and adheres to environmental imperatives. Our approach to sustainability is a meticulous balance of engineering and design. Our dedicated German engineers work tirelessly to ensure our shoes are eco-friendly, utilizing cutting-edge sustainable materials and processes. Meanwhile, our head Italian designer infuses each pair with timeless elegance and style, proving that eco-conscious fashion can be both beautiful and luxurious. This harmonious blend of innovation and artistry defines our brand, making sustainability synonymous with sophistication.
On Overdrive contributing to women’s empowerment, both within its own operations and in the broader community
At Overdrive, women lead the charge at every level of our operations, from administration to the workforce. We believe that women’s empathy and insight are crucial at all stages of management and production. By fostering a workplace where women thrive, we not only champion gender equality within our company but also inspire and support women’s empowerment in the broader community.
On steps you have taken to ensure transparency in empowerment initiatives
To guarantee transparency in our empowerment initiatives, we’ve implemented several key steps. First, we regularly publish detailed reports on our progress and outcomes, which are accessible to all stakeholders. Second, we hold open forums and meetings where employees and community members can voice their opinions and offer feedback. Lastly, we collaborate with independent auditors to review and verify our practices, ensuring that our efforts are both genuine and effective. This multi-faceted approach ensures that our commitment to empowerment is clear, accountable, and continually improving.
On engaging with customers to foster a sense of shared purpose and commitment to its values
As a footwear brand, we engage with our customers to create a shared sense of purpose and commitment to our values in several meaningful ways. We start by actively communicating our sustainability and empowerment initiatives through our social media channels, newsletters, and online shopping experiences. Additionally, we provide transparency about our production processes and the positive impacts we make, fostering a deeper connection and trust. By creating a community where customers feel involved and informed, we cultivate a collective commitment to our brand’s values.
On the future plans you have in terms of expanding its impact on sustainability and women’s empowerment
As a conscious footwear brand for men, our future plans to expand our impact on sustainability and women’s empowerment are ambitious and forward-thinking. We aim to increase the use of eco-friendly materials and innovative, sustainable technologies in our production processes. Additionally, we plan to launch new initiatives that support women’s empowerment, such as partnering with organizations dedicated to women’s education and career advancement in the fashion industry. We also intend to expand our leadership programs within the company to ensure more women have opportunities to rise to key positions. By continuing to push the boundaries of sustainability and championing women’s roles in our industry, we strive to make a lasting, positive impact.
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.
