Brands
Cadbury Bournvita Biscuits introduces new tiffin pack
MUMBAI: Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.
The company sees the morning snacking occasion as a big opportunity for a product that brings together taste and nutrition as Cadbury Bournvita Biscuits has been positioned as a purposive morning product that has the pro-health vitamins along with the goodness of Bournvita, a drink Indian consumers have loved for decades.
The new tiffin pack aims to offer convenience, freshness and portion-control in serve size packs of six cookies (27.8) gm each, according to a company statement. The pack will have nine such tiffin packs.
Cadbury Bournvita Biscuits is the company’s second brand in the biscuits category after Oreo, which was launched in 2011. Since its launch in April 2016, Cadbury Bournvita Biscuits has seen good response from consumers for its crunchy, chocolaty taste.
Reinforcing its positioning of ‘Taiyyari Jeet Ki’, the inner tiffin packs come with a ‘Today, I will….’ section that allows mothers to write the pledge of the day for their children when they carry the pack for an out-of-home snack. The inner pack serves as a way to initiate a dialogue between mothers and children and for mothers to prepare their children for the challenges that the day brings along.
Mondelez India Foods Biscuits India, marketing associate director Chella Pandyan said in a statement, “The morning consumption occasion is the single-largest consumption occasion for Biscuits in India. With the success of Cadbury Bournvita biscuits, the next step for us was to rollout the product in larger-pack sizes to further build on our play in the morning consumption occasion. We have also tried to build on a mother’s brand positioning of Taiyyari Jeet Ki (preparing for a win) through some interesting packaging innovation aimed at facilitating a fun interaction between mothers and children.”
The tiffin pack has been priced at Rs. 60 and will be rolled out across India.
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.
