Brands
indē wild gets wild with Ishaan Khatter
MUMBAI: Luxury ayurvedic beauty brand indē wild, spearheaded by startup entrepreneur Diipa Büller-Khosla, today announced a brand endorsement partnership with film personality and youth icon Ishaan Khatter.
The reason, according to Diipa is that Ishaan Khatter, as indē wild’s first-ever male brand ambassador, embodies the brand’s core values. His youthful vitality, international appeal, and artistic sensibility resonate deeply with the brand’s forward-thinking identity.
The campaign launches globally this month, featuring the inde wild Champi hair oil and Dewy Lip treatment—products that have already garnered significant attention in the clean beauty category. The campaign’s imagery moves beyond conventional advertising, presenting a sophisticated and evocative exploration of self-care. The visuals reimagine self-care rituals with a contemporary minimalist aesthetic, skilfully blending sensuality and strength. The overarching message emphasises intentionality, showcasing grooming rituals that seamlessly integrate effortless ease with inclusive and holistic self-care practices.
The TVC centers on Ishaan Khatter, presenting him as the embodiment of the female gaze, and redefining male grooming within a contemporary context. The intimate and minimalist aesthetic emphasises texture—bare skin and the Champi hair oil—with the product’s circular bottle becoming a natural extension of Khatter’s persona. These images seamlessly capture moments of reflection, movement and playful spontaneity.
An elated Diipa Büller-Khosla who launched indē wild three years ago states, “As we celebrate our launch in Sephora UK and prepare for our US debut, we’re not just expanding our retail presence—we’re amplifying our mission of inclusive beauty rooted in south Asian heritage. This campaign is a testament to our commitment to challenging outdated beauty norms.. Through this partnership, we’re showing the world that ayurvedic beauty rituals are universal, genderless, and ready for their global big moment.”
Ishaan Khatter shares his personal connection to the Champi ritual, stating, “It’s a deeply rooted tradition, and something I fondly remember from childhood, like countless others. Balancing self-care with a busy schedule can be tough, but indē wild has helped me rediscover this ritual. It’s more than just a product; it’s a way to reconnect with myself. I love that these products aren’t just cosmetics but tools for holistic self-care accessible to everyone, regardless of gender.”.
Hailing from a background rooted in ayurvedic principles through family heritage, and with a mother who is an aurvedic practitioner and dermatologist, it was a natural progression for Diipa to recognise the importance of combining ancient practices with modern-day wellness and clean science earlier on in her life.
indē wild is a proud Ayurvedistry brand – a term which has been trademarked to recognise how the brand represents a fusion of ancient Indian wisdom and modern-day science. Its approach combines Ayurvedic practices with biochemistry to create products that are both effective and culturally significant.
indē wild s journey from a self-funded Indian beauty startup in 2022 to a multi-million-dollar empire collaborating with global establishments today serves as a testament to the growing global interest in holistic Indian beauty practices and products.
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.
