Brands
Duroflex wakes up to a stress-free era with its new brand identity
MUMBAI: After six decades of helping India sleep better, Duroflex is now dreaming bigger. The homegrown sleep and comfort brand has rolled out a new identity and positioning ‘Designed to De-Stress’ reflecting a refreshing new chapter that’s all about easing the nation’s most common modern ailment: stress.
In a country where work deadlines chase dinner tables and “rest” is often scheduled like a meeting, Duroflex’s new avatar puts stress relief at the centre of comfort. The rebrand marks the brand’s evolution from a maker of orthopaedic mattresses to a partner in managing the physical and emotional effects of daily stress.
The repositioning stems from months of research, which found that stress is no longer a passing phase, it’s an everyday state. It manifests physically in fatigue, stiffness, and restlessness, robbing millions of Indians of deep restorative sleep. Duroflex aims to address this by moving beyond foam and fabric conversations to focus on how sleep itself can be a science-backed solution to stress.
At the heart of this new era lies a refreshed logo and visual language, designed to feel light, fluid, and rejuvenating, a visual metaphor for the transition from tension to calm. The familiar red of Duroflex remains, but now with a brighter, more energetic tone that radiates optimism and vitality. Every curve and colour of the redesign echoes the brand’s promise: a stress-free, sensory reset.
“For over six decades, Duroflex has led India’s sleep innovation story. This repositioning marks our next phase of consumer-first thinking,” said Duroflex Group CEO Sridhar Balakrishnan. “Stress has become the defining challenge of modern life. Our new identity is built around helping people restore balance through deep, restorative sleep. We’re no longer just a sleep-first company, we’re a comfort partner.”
Echoing that sentiment, Duroflex chief marketing officer Ullas Vijay added, “The mattress category has long been obsessed with layers and materials, while consumers struggle with sleepless nights. ‘Designed to De-Stress’ gives them a reason to see Duroflex differently as a brand that works on what stress does to your body.”
The ‘Designed to De-Stress’ campaign will roll out across digital, retail, and experiential touchpoints in the coming months. A new collection of stress-release sleep solutions from ergonomic mattresses to lifestyle-driven accessories will anchor the rebrand, available online at duroflexworld.com and at stores nationwide.
By putting purpose before product, Duroflex is redefining what it means to rest. In a world wired with stress, the brand isn’t just promising better sleep, it’s inviting India to wake up refreshed, restored, and ready to take on the day.
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.
