Brands
Avvatar launches personalised performance whey to address protein deficiency
Mumbai: Avvatar proudly launches its latest product, Avvatar 100 per cent performance whey protein, designed to meet the protein needs of not just fitness enthusiasts, but every individual. With 80 per cent of the Indian population suffering from protein deficiency, Avvatar aims to close this nutritional gap with its pure, milk-based whey protein, offering a convenient way to boost daily protein intake.
Research shows that many Indians struggle to meet their daily protein requirements, with regular food intake falling short. Avvatar performance whey addresses this issue by providing a high-quality protein supplement suitable for all, regardless of age, gender, or fitness level. Whether for an active lifestyle, post-workout recovery, or general wellness, Avvatar Performance Whey ensures that everyone can meet their protein needs.
To enhance the launch, Avvatar introduces personalised protein jars for consumers. Through a simple process, customers can visit the Avvatar website, place their order, and receive a jar personalised with their name. This one-day-only personalisation option makes protein supplementation both engaging and fun.
Avvatar has partnered with over 100 influencers, who will promote the product through social media campaigns, sharing their experiences and highlighting the importance of daily protein intake. This initiative underscores Avvatar’s commitment to making high-quality protein accessible to everyone.
Parag Milk Foods executive director Akshali Shah commented, “With the launch of Avvatar 100 per cent Performance Whey, we are expanding our product line to meet the diverse needs of consumers. This new offering provides both premium nutrition and a personalized experience. Whether you’re a fitness enthusiast or simply looking to add more protein to your diet, this product delivers on quality and convenience.”
The pre-order link for personalised packs goes live on the Avvatar website at 12:00 am on Saturday, available for 24 hours only. Regular packs continue to be available on e-commerce platforms like Amazon, Flipkart, and the Avvatar website. The product is priced at Rs 2,099 for the one kg pack and Rs 3,899 for the two kg pack.
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.
