MAM
Cooking Up Cupid as Cumin Co Serves a Rosé Valentine Special
MUMBAI: Who said romance can’t simmer on the stove? This Valentine’s season, Cumin Co. is stirring emotion into an unlikely category cookware by treating it less like a lifetime utility and more like a fleeting love affair. Marking its first anniversary, the health-first kitchenware brand has launched the Rosé Dutch Oven, a limited-edition, Valentine’s-exclusive release that anchors its Table of Love campaign. In a category dominated by permanent, evergreen SKUs, the move is deliberately disruptive: the Rosé Dutch Oven is designed to exist only for a moment, positioning cookware as an expressive, design-led purchase tied to occasion, emotion and memory.
At the heart of the campaign is the idea of the table as a place of connection. The Rosé Dutch Oven reflects this philosophy through soft blush-pink enamel, a heart-shaped knob and a silhouette meant to be as eye-catching on the dining table as it is dependable on the stove. Here, colour, form and narrative carry as much weight as performance.
The launch is supported by a bold, digital-first and city-wide activation. In the run-up to Valentine’s Day, Cumin Co. is turning its website and social media grid pink, leaning into colour-led storytelling to build anticipation and spark conversation. Taking the campaign offline, pink balloons will pop up across Delhi-NCR, weaving the brand’s Valentine narrative into everyday city life and encouraging moments of organic discovery.
Staying true to its health-first positioning, the Rosé Dutch Oven is crafted from 100 per cent non-toxic cast iron with a porcelain enamel coating, offering even heat distribution, durability and zero compromise on safety. Each purchase also comes with a curated Love Kit inspired by the five love languages, adding an extra layer of surprise and gifting appeal.
Priced between Rs 4,299 and Rs 5,999, the Rosé Dutch Oven sits firmly in the premium, limited-edition space, aimed at consumers looking for thoughtful, design-forward cookware with strong emotional pull.
Available only for a short window this Valentine’s season, the release marks a rare moment in Indian cookware where campaign-led storytelling, emotional design and deliberate scarcity come together to prove that even cast iron can have a soft side.
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.
