MAM
Reliance’s Puric Instasafe ropes in Elephant for brand design
Mumbai: Given that health and hygiene have become crucial in our pandemic-struck world, people are looking for informed lifestyle choices to safeguard their family. Reliance’s Puric range of personal & home care products was developed out of this insight. The Puric portfolio is comprised of diverse products across multiple formats.
The brand has now collaborated with design-led strategic consultancy, Elephant to design a meaningful and sustainable brand. The prime challenge to be solved by design was to convey the efficacy and protection and alleviate contemporarily relevant concerns.
“We set out to develop a contemporary brand of efficacious care. Solid blue, fresh green, and a hint of silver form the primary palette. The promise of instant action and safety-based cleanliness is backed by a clear mention of the potent, indigenously derived ingredients that the products are enriched with. We believe design is about helping consumers navigate better; whether through e-commerce or on retail shelves. Our work is always focused on people and their needs,” said Elephant co-founder and director Ashwini Deshpande.
Speaking on the collaboration, Reliance Retail Consumer Brands (FMCG & grocery) business head, Surabhi Sen said, “We decided to bring Elephant on board at an early stage to benefit from their vast experience on design thinking. They helped plan and implement a clear and consistent architecture across the portfolio with a well-defined, relevant information hierarchy that cohesively addresses user concerns. We believe that we’ve made a stellar start and shall definitely stick to this user-centric approach as we move further.”
MAM
G-Shock launches GA-2100CM series with camouflage design
New sand and grey variants priced at Rs 10,995 each in India.
MUMBAI: Time just got a little more tactical and a lot more stylish. G-Shock has unveiled the GA-2100CM series, a fresh update to its popular GA-2100 line, bringing a camouflage twist to one of its most recognisable silhouettes. For the first time in the 2100 series, the watches feature G-Shock’s original camouflage pattern, subtly embedding the brand’s signature ‘G’ motif into the design. The move signals a shift towards more design-led storytelling, blending rugged functionality with fashion-forward detailing.
The new series introduces two colour variants sand (GA-2100CM-5A) and grey (GA-2100CM-8A) extending the model’s appeal across both streetwear and outdoor-inspired aesthetics. Built around the brand’s signature octagonal bezel and hybrid analogue-digital display, the watches retain a clean, modern look while adding layered visual depth.
Under the hood, the GA-2100CM continues to lean on performance. It features the Carbon Core Guard structure for durability, while maintaining a slim, lightweight profile suited for everyday wear. Functional elements include world time across 31 time zones, a 1/100-second stopwatch, countdown timer, LED light and 200-metre water resistance.
In line with evolving material choices, select components use bio-based resin, pointing to a gradual shift towards more sustainable design without compromising on toughness.
Priced at Rs 10,995, the GA-2100CM series is available across Casio India stores and online platforms.
As watch brands continue to balance utility with identity, G-Shock’s latest drop makes its intent clear, durability may be the legacy, but design is the new frontier.
