Brands
CDSL IPF launches campaign to encourage women to start investing
‘Ms Atmanirbhar Investor’ initiative aims to boost women’s participation in markets
MUMBAI: With more women stepping into the world of investing, the Central Depository Services (India) Limited investor protection fund is trying to turn curiosity into confidence.
The CDSL IPF has launched a new digital campaign titled ‘Ms Atmanirbhar Investor’ around International Women’s Day, encouraging women to begin their investment journey in the securities market in a responsible and informed manner. The initiative forms part of its flagship investor awareness programme, ‘AtmanirbHER’, which focuses on improving financial literacy among women.
The campaign arrives at a time when women are steadily claiming a larger share of India’s investing landscape. According to CDSL IPF, women now account for about 25 per cent of demat account holders, up from 20 per cent last year. The rise reflects a growing shift towards financial inclusion and greater awareness about personal finance.
To carry the message across the country, the campaign features two digital films released as part of a multilingual rollout in 12 Indian languages. The idea is simple and relatable. In the first film, a group of friends encourages a hesitant woman to overcome her doubts and take her first step into investing. The second film picks up the story after she makes that decision, celebrating the confidence and freedom that comes with taking charge of one’s financial future.
Together, the films promote the message #BanoMsAtmanirbharInvestor, reinforcing the idea that thoughtful, well researched investing can help women build financial independence and pursue their goals.
Central Depository Services (India) Limited chief regulatory officer and CDSL IPF trustee Nayana Ovalekar said financial self-sufficiency is one of the most powerful forms of empowerment and investing plays a crucial role in that journey. She added that the AtmanirbHER initiative aims to encourage more women to take their first step into the securities market with the right knowledge, planning and confidence.
Through campaigns like this, CDSL IPF continues to focus on expanding investor awareness and financial literacy among diverse audiences. The AtmanirbHER initiative in particular seeks to motivate women from different backgrounds to participate responsibly in the securities market and build long-term financial security.
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.
