Brands
Bagging the spotlight Zouk hits the IPL runway with Kriti Sanon
MUMBAI: In a season packed with sixes and sponsorships, one fashion-forward brand has knocked it out of the park with a handbag. Zouk, the proudly Indian and 100 per cent vegan lifestyle label, has stormed the Indian Premier League 2025 ad roster with its new campaign ‘A Bagful of You’, fronted by actor Kriti Sanon.
This isn’t just a brand break; it’s a cultural statement. Featuring on Connected TV via JioStar during prime-time matches, Zouk is one of the rare women-led disruptors to enter a space traditionally monopolised by FMCG giants, fintech players, and frothy beverage brands. But as the game evolves, so does its audience and Zouk’s play is as smart as it is stylish.
According to YUMI’s 2024 data, women make up nearly half of IPL’s urban and rural audience, a stat that may surprise the armchair analyst but not the brand. Zouk is speaking directly to this influential cohort with a message that blends heritage, confidence, and conscious fashion.
By showing up in the middle of India’s biggest cultural moment, Zouk isn’t just flaunting bags, it’s flaunting purpose. The brand’s vibrant campaign isn’t shy about taking up space, much like the women it celebrates. Every product in Zouk’s line reflects its mission: functional fashion rooted in Indian aesthetics, with zero compromise on ethics or style.
Commenting on the landmark moment Zouk founder Disha Singh said, “This is more than just an ad placement, it’s a statement not just for Zouk, but for every homegrown, women-led brand with big dreams. To be on the IPL stage, a platform that unites India is a celebration of how far we’ve come and where we’re headed. We’re proud to lead this change, representing the fearless spirit of the modern Indian woman who is confident, expressive, and ready to be seen and heard. Our campaign with Kriti Sanon, ‘A Bagful of You,’ is rooted in self-expression and everyday pride, and IPL allows us to tell that story to millions of Indians in a moment they truly care about.”
Echoing the sentiment Zouk co-founder Pradeep Krishnakumar added, “IPL has long been dominated by legacy, male-focused advertisers but the landscape is shifting. We saw a clear opportunity to break the mold and engage a new, diverse generation of consumers who value purpose and identity. Our presence in IPL 2025 isn’t just about visibility; it’s about making a bold cultural statement.”
With the leather-free label now batting on the biggest field in Indian advertising, it’s clear: Zouk isn’t just in the game, it’s changing how the game is played.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
