Brands
Spotify turns up the volume on I-Pop icons live
MUMBAI: Pop goes India, and Spotify just gave it a stage to match. On November 7, Mumbai pulsed to the beat of Spotify I-Pop Icons Live, the streaming giant’s first-ever live celebration of India’s thriving pop scene. Featuring electric performances by King, Armaan Malik, Jonita Gandhi, Aditya Rikhari, Kushagra, Hansika Pareek and Sanju Rathod, the night marked a defining moment for I-Pop’s growing cultural footprint.
I-Pop, short for Indian Pop, has rapidly become one of Spotify’s most streamed genres, spanning languages, moods and borders. Aditya Rikhari’s “Sahiba” currently rules the Spotify weekly top songs India chart, while twelve of the top twenty tracks are I-Pop hits, proof that the genre has officially gone mainstream.
Since launching I-Pop Icons in 2024, Spotify has seen over 4 lakh followers tune in, with companion playlists like I-Pop rising, I-Pop chill and I-Pop Party creating a full-fledged sonic universe for fans.
“Over the last few years, we’ve seen the consumption of I-Pop increase significantly,” said Spotify India head of music and podcast Dhruvank Vaidya. “With I-Pop Icons Live, we’re not just curating playlists, we’re building a movement that connects artists and their biggest fans.”
The artists lighting up the stage are already household names. King’s Maan Meri Jaan was Spotify India’s most-streamed song of 2023; Armaan Malik, with over 23 million followers, continues to bridge global and Indian pop; while Jonita Gandhi and Aditya Rikhari are defining the new sound of urban India. Rising stars like Hansika Pareek, Kushagra and Sanju Rathod added fresh flavour, with Marathi pop’s breakout anthem Gulabi Sadi creating history as the first in its language to cross 100 million streams.
As the lights dimmed and the beats lingered, one thing was clear, I-Pop isn’t just India’s next big sound. It’s already here, loud, proud and streaming on repeat.
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.
