MAM
Birla Lifestyle discontinues alliance partnership with Eapro Global
MUMBAI: Birla Lifestyle, one of the leading household appliances, established in 1992 and part of the Rs. 3000 cr Indian conglomerates of The Yash Birla Group, has announced that they discontinue its alliance partnership between Birla Lifestyle and Eapro Global Ltd. as per their alliance MOU.
On the occasion Birla Lifestyle Consumer Products Pvt Ltd. CEO Manoj Singh said, “Our decision was based on audit report findings mentioning breach of code of conduct and business practices by Eapro Global Limited. Birla lifestyle always believe to build-up long term business association with their potential business partners to set-up the wide range of platform jointly with their partners to streams line the consistent business opportunity. With significant acceleration expected in the innovative business over the next few years, but due to non responsive approach & attitude on business and code of conduct is having adverse effect on brand equity. Keeping this in view, we believe this discontinuation is right approach and to maintain our brand equity same is value addition for our group. An auditor report has also come as negative in alliance books of accounts and there were many ‘Breach of Contract’ as per Brand Alliance Agreements.”
“The management would like to inform to all the stakeholder, business associates, channel partners, dealer & distributors, employee, advisors and other vendors, including investors etc and other stakeholders for an interaction on the need and likely impact of this change in the system. Birla Lifestyle has no business association with Eapro Global Ltd, in any business line including their products. Birla lifestyle and Eapro Global limited are two independent entities and hereafter and there would be no corporate interference. Brand Alliance partnership is been diluted and going forward Eapro Global Limited is not entitled of using our legacy of Birla Group. In case any guilt is found Birla lifestyle can take severe action against as per company acts” he added.
As mentioned both companies are separate entity bridging with brand alliance strategy and board of directors and management of the company remains same in Birla Lifestyle in case any changes will be updated on the same. Eapro Global has an independent management and they follow their code of conduct as per company act.
MAM
Jack&Jones unveils Spring Summer ’26 collection with 3 themes
Music, Rush and Travel chapters anchor expansive youth-focused drop.
MUMBAI: If fashion had a playlist, this one would come with a bass drop, a road trip, and a wardrobe change in between. Jack&Jones has rolled out its Spring Summer ’26 collection, pitching it as its most expansive seasonal showcase yet less a drop, more a three-act cultural statement. At the centre of the campaign is Volume 1: Music, a chapter that taps into India’s independent music scene and wears its attitude on its sleeve quite literally. Featuring artists like Loka, Wazir Patar and Aksomaniac, the line blends bold graphics with relaxed silhouettes and versatile denim designed to move effortlessly from stage lights to street style.
Denim, unsurprisingly, remains the headline act. From lived-in washes to rip-and-repair textures and wide-leg fits, the collection leans into familiarity while nudging expression forward aiming to feel both personal and performative at once.
The brand didn’t stop at aesthetics. Extending its music-first narrative into the real world, Jack&Jones partnered with the UN40 Music Festival held on March 14 and 15 in Bengaluru. The collaboration featured an experiential pop-up, complete with denim customisation zones, interactive installations and exclusive viewing experiences turning fashion into something you could not just wear, but play with.
Volume 2: Rush shifts gears into a faster lane, embracing high-energy aesthetics tailored for movement, momentum and a lifestyle that rarely stands still. Think sharper silhouettes, dynamic styling and a sense of urgency stitched into every look.
In contrast, Volume 3: Travel slows things down. This chapter leans into sun-washed palettes, lightweight layers and easy silhouettes built for spontaneity designed for consumers who prefer their fashion with a side of wanderlust.
Across all three volumes, the thread that ties it together is clear: denim as a constant, supported by breathable cottons and summer-ready fabrics that balance comfort with structure. The result is a collection that doesn’t just follow trends but attempts to mirror the rhythm of youth culture itself.
With Spring Summer ’26, Jack&Jones isn’t just selling clothes, it’s curating moods. And in a season where identity is as fluid as style, that might just be its strongest fit yet.
