Brands
Gems that keep on giving as Maharashtra shines bright
MUMBAI: They say diamonds are forever and at ET Now Swadesh’s first-ever ‘Gems of Maharashtra’ event, it wasn’t just jewels that dazzled. From green steel to gourmet kitchens, education to EVs, the event lit up Mumbai with stories of grit, growth and game-changing ideas.
Held in Mumbai and graced by chief guest Mangal Prabhat Lodha, minister of skills, employment, entrepreneurship and innovation, the event celebrated Maharashtra’s meteoric rise across sectors like real estate, technology, wellness, hospitality, and manufacturing. But beyond the applause and awards, it delivered a powerful message Maharashtra is not just moving forward, it’s charging ahead with purpose.
Speaking at ET Now Swadesh’s ‘Gems of Maharashtra’ event government of Maharashtra minister of skills, employment, entrepreneurship, and innovation chief guest Mangal Prabhat Lodha, said, “India was once known as the ‘Sone Ki Chidiya’ the Golden Bird not because of external wealth, but because of the unstoppable spirit of our people. Today, with over a billion citizens, having just around one lakh people engaged in startups is not enough to reclaim that title. Every Indian must embrace entrepreneurship, it’s not optional, it’s essential. Maharashtra is standing at the edge of a transformation. In the next 15 days, we will unveil a revolutionary Innovation Policy. Alongside it, a 100-acre Innovation City is being developed with 14 buildings, each dedicated to a key sector like AI, pharmaceuticals, and automobiles.”
He further added, “We are also launching a startup education programme to train 1 lakh students by March 2026. Our goal is not just to talk about startups we want them to thrive. We will be providing 1,000 days of handholding, low interest working capital loans, and strong support from industry leaders. Our mission is to foster 27,000 startups not just in cities, but in every corner of Maharashtra, right down to the villages. For women entrepreneurs, we’ve introduced the Ahilyabai Holkar Yojana and are building dedicated Industrial Training Institutes. Additionally, our New Innovation Policy which is yet to be launched, will definitely include focused support for women in startups.”
He also outlined a comprehensive startup support roadmap including 1,000 days of government-backed handholding, low-interest loans, and a new education programme to train one lakh students by March 2026. Special provisions for women founders under the Ahilyabai Holkar Yojana added further weight to his vision of inclusive progress.
The evening spotlighted 31 stellar achievers the real ‘gems’ whose work is reshaping the state’s socioeconomic fabric. From Manoj and Poonam Jha (Kamakhya Jewels) for jewellery manufacturing to Yashraj Peety (SRJ Peety Steels) for green steel innovation, the awards cut across domains and demographics. Notable honourees also included Gopal Dash Baghel for sports leadership, Bhaskar Tare and Parag Dhurke for digital PR, and Annamrita Foundation for nutrition-based social impact.
The event concluded with Lodha unveiling a commemorative coffee table book, capping off an evening where inspiration sparkled as brightly as the trophies.
With this, ET Now Swadesh has firmly planted its flag as not just a chronicler of economic change but a celebrator of the changemakers who fuel it.
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.
