MAM
Audi announces strategic partnership with Formula 1
Mumbai: Audi, which announced its entry into Formula 1 at the end of August, has selected Sauber as a strategic partner for the project and plans to acquire a stake in the Sauber Group. The partnership will see the traditional Swiss racing team competing as the Audi factory team from 2026 onwards, using the power unit developed by Audi for the pinnacle of motorsport.
Sauber has around 30 years of competitive experience. While the power unit will be created at Audi’s Motorsport Competence Center in Neuburg an der Donau, Sauber will develop and manufacture the race car at its site in Hinwil (Switzerland). Sauber will also be responsible for planning and executing the race operations.
“We are delighted to have gained such an experienced and competent partner for our ambitious Formula 1 project. We already know the Sauber Group with its state-of-the-art facility and experienced team from previous collaborations and are convinced that together we will form a strong team,” said Audi AG member of the board for technical development Oliver Hoffmann. For example, Audi Sport has already regularly used the Sauber Group’s high-tech wind tunnel in Hinwil, just under four hours away by car, during the successful Le Mans era and during the development of the Class 1 touring car for the DTM.
“Sauber is a first-class partner,” he added.
“Audi is the best partner for the Sauber Group. It is clear that both companies share the same values and vision. We are looking forward to achieving our common goals with a strong and successful partnership,” said Sauber Holding chairman Finn Rausing.
Development of the power unit, which consists of an electric motor, battery, control systems and a combustion engine, is already in full swing at the facility of the specially founded Audi Formula Racing in Neuburg an der Donau. More than 120 employees are already working on the project. “Sauber is a first-class partner for the use of the Audi Power Unit. We are looking forward to working with an experienced team that has helped shape many eras of Formula 1 history. Together, we want to write the next chapter starting in 2026,” said the company’s managing director Adam Baker.
The expansion of the Neuburg facility is in full swing. The timetable up to the first race with Audi participation in the 2026 season is ambitious. The expansion of the Neuburg facility in terms of personnel, buildings, and technical infrastructure should be largely in place in 2023. The first tests with the power unit developed for the 2026 regulations in a Formula 1 test car are planned for 2025.
Formula 1 is taking a big step towards sustainability with the new regulations that will come into effect in 2026. This was an important prerequisite for Audi’s decision to enter the championship. The power units will be more efficient than they are today, as the proportion of electric power will increase significantly. The electric drivetrain will then have nearly as much power as the internal combustion engine, which comes to 400 kW (544 hp). The 1.6-liter turbocharged engines will be powered by sustainable synthetic fuel that is CO2-neutral (according to EU standards). Formula 1 has also set itself the goal of being CO2-neutral as a racing series by 2030.
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.
