Brands
Myntra aims to boost engagement on app with first-ever digital fashion reality show ‘Fashion Superstar’
MUMBAI: Bangalore-based fashion e-tailer Myntra has come up with a first-of-its-kind digital fashion reality show, Fashion Superstar, in association with Zoom Studios, to change the way India shops. With this, the company is planning to turn ‘catalogue-led fashion’ into ‘content-led fashion’, Myntra-Jabong head Amar Nagaram stated.
The show, which airs its first episode on 17 September, will go live on the Myntra App and Zoom TV, and will be judged by Bollywood actress Sonakshi Sinha and celebrity stylist Shaleena Nathani. It will capture the journey of 10 social media influencers as they compete through a variety of fashion styling and digital content creation tasks to showcase their penchant for fashion and social media. The show has been produced in association with Banijay India.
Speaking about hosting the show on the new and improved Myntra app, which in future will get more and more personalised content, Nagaram said that while their content was always running on Zoom TV, they had ambitions of making it available on their app for the longest time.
He said, “We started by introducing video catalogues on our app. Today, we have 33-35 per cent of our products in a video catalogue format. And we noticed that doing this increased the engagement time on our app. Today, we are just next to the social media platforms on the basis of average time spent on an app; with an engagement time of 20 minutes.”
However, they were trying to figure how video content could be used in a more versatile manner in accordance with the shopping experience that the app provided.
Nagaram further shared, “With influencer-led marketing taking the center-stage, we are now sure how to shape the user behavior using video. And that’s why we started this show.”
With the show, Nagaram’s focus is not on driving sales but to further increase the engagement on the Myntra app.
“We are measuring the engagement on the basis of time spent by the user and not by the revenue because that would be the metric of how good the content is coming on the platform. I can post a content, which user might click and buy the product, but if people are not watching the entire content we have a problem with it,” Nagaram said.
On being asked about getting advertisers on board, Nagaram pointed out that Myntra engaged with select partners to sponsor some parts of the choice. This was a conscious shows given that it was their first fairway into the content space and the team wanted to execute it to perfection.
With brands like Liva and Libas in tow, Myntra aims to showcase ‘meaningful collaborations’ throughout the course of its new show.
Brands
Sun Pharma to acquire Organon in $11.75 billion deal at $14 per share
Acquisition to create $12.4 billion pharma giant with global scale and biosimilars push
MUMBAI: Sun Pharmaceutical Industries Limited has signed a definitive agreement to acquire Organon & Co. in an all-cash deal valued at $11.75 billion, marking one of the largest cross-border pharma acquisitions by an Indian firm.
Under the terms of the agreement, Organon shareholders will receive $14.00 per share in cash, with Sun Pharma set to acquire 100 per cent of the company’s outstanding shares. The transaction, approved by the boards of both companies, is expected to close in early 2027, subject to regulatory approvals and shareholder consent.
The deal significantly expands Sun Pharma’s global footprint and strengthens its position across women’s health, biosimilars, and branded generics. The combined entity is projected to generate revenues of around $12.4 billion, placing it among the top 25 pharmaceutical companies globally.
Organon, which was spun off from Merck in 2021, brings a portfolio of over 70 products spanning women’s health and general medicines, with operations across more than 140 countries. Its established presence in key markets such as the US, Europe, and China complements Sun Pharma’s existing strengths and growth ambitions.
Sun Pharmaceutical Industries Limited executive chairman Dilip Shanghvi said, “This transaction represents a significant opportunity for Sun Pharma to build on its vision of reaching people and touching lives. Organon’s portfolio, capabilities and global reach are highly complementary to our own.”
Sun Pharmaceutical Industries Limited managing director Kirti Ganorkar added, “This transaction is a logical next step in strengthening Sun Pharma’s global business. Together, we will become a partner of choice for acquiring and launching new products.”
From Organon’s side, Organon & Co. executive chair Carrie Cox noted, “This all-cash transaction offers compelling and immediate value to Organon stockholders, while positioning the business for continued growth under Sun Pharma.”
Strategically, the acquisition gives Sun Pharma entry into the global biosimilars space as a top 10 player and strengthens its innovative medicines portfolio, which is expected to contribute around 27 per cent of combined revenues. The deal is also expected to nearly double EBITDA and cash flow, supporting long-term deleveraging and investment capacity.
Sun Pharma plans to fund the acquisition through a mix of internal accruals and committed financing from global banks, while maintaining focus on disciplined integration and operational continuity post-merger.
If completed as planned, the deal signals a clear shift in India’s pharmaceutical ambitions, from scale at home to leadership on the global stage, with Sun Pharma positioning itself as a more diversified and innovation-led healthcare powerhouse.
