Brands
Bajaj Auto ropes in marketing chief to rev up brands
PUNEL: India’s third-largest motorcycle maker has hired Kia India’s head of marketing and public relations to spearhead its marketing as well as kick start its sports bike brands further, as competition intensifies in the premium two-wheeler segment.
Shakti Upadhyay has joined Bajaj Auto as vice president for brands. His first task will be to take charge of the company’s sports motorcycle portfolio including the once-dominant Pulsar and premium Dominar ranges. The appointment comes as Bajaj battles declining market share in key segments whilst rivals like TVS Suzuki and Honda gain ground.
Upadhyay spent over seven years at Kia India, where he orchestrated the south Korean carmaker’s transformation from unknown challenger to household name. Under his stewardship, Kia launched the Seltos compact SUV, Sonet sub-compact SUV, and Carnival MPV, helping the brand capture nearly 4 per cent of India’s passenger car market within five years.
His track record includes award-winning campaigns that blended “bold positioning with emotional storytelling.” At Samsung Electronics, where he spent eight years before Kia, Upadhyay led marketing for consumer durables including premium television ranges.
Bajaj’s hire signals urgency in revitalising brands that once dominated Indian roads. The Pulsar, launched in 2001, pioneered the performance motorcycle segment but has faced intensifying competition from Honda, and TVS Motor. Dominar, positioned as a touring motorcycle, has struggled to gain traction since its 2016 launch.
The Pune-based company’s motorcycle business has faced headwinds as consumers increasingly favour electric vehicles and premium brands. Bajaj’s domestic motorcycle sales fell eight per cent year-on-year in the first half of 2024, whilst competitors expanded market share.
“Bajaj has always stood for innovation, performance, and a strong challenger spirit,” Upadhyay said in a LinkedIn post announcing his appointment. He emphasised plans to deepen “brand love” and drive “global ambition” for the motorcycle portfolio.
The marketing veteran’s mandate extends beyond just the domestic market. Bajaj exports motorcycles to over 70 countries, with international sales contributing roughly 40 per cent of total volumes. The company has a particularly strong presence in Africa and Latin America through partnerships and local assembly operations.
Upadhyay’s appointment reflects broader industry trends as traditional automotive companies hire talent from successful challengers. His experience launching new brands in competitive markets could prove valuable as Bajaj seeks to reinvent mature product lines whilst expanding into electric vehicles.
The company faces particular challenges in the 125-250cc segment even as electric vehicle startups like Ola Electric and Ather Energy have begun encroaching on urban commuter segments traditionally dominated by conventional motorcycles.
Industry analysts suggest Bajaj’s brand revival efforts will need to balance heritage appeal with contemporary relevance, particularly among younger consumers who increasingly view motorcycles as lifestyle statements rather than purely utilitarian transport.
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.
