Brands
Spykar’s new podcast stitches heritage with ambition in ‘It’s in our jeans’
MUMBAI: All sewn up, Spykar is threading stories, not just jeans. India’s homegrown denim label has unzipped a new chapter in storytelling with the launch of its podcast, ‘It’s in our jeans/genes.’ The series promises conversations as textured as a vintage denim jacket, spotlighting change makers who are stitching heritage into modern ambition.
The debut episode features the dynamic Suta sisters: Sujata and Taniya. The brand has reimagined the saree for today’s generation while empowering more than 17,000 artisans across India. True to the show’s theme, the duo even paired denim with sarees in a playful diy experiment, blending tradition with trend in one seamless drape.
“Fashion is about more than denim, it’s about identity and the stories that connect us,” said Spykar Lifestyles, co-founder and ceo, Sanjay Vakharia. “The Suta sisters embody the balance of heritage and modernity, reflecting the ambition of a new India that thinks global while staying rooted.”
For Sujata and Taniya, the podcast felt like a natural fit. “Suta has always been about effortless, joyful sarees and supporting artisans. Spykar’s podcast celebrates the same values: authenticity, storytelling, and pride in taking Indian traditions to the world,” they shared.
With more episodes lined up across technology, food, music, and start-ups, ‘It’s in our jeans/genes’ aims to inspire students, entrepreneurs, and dreamers alike. Available on Spotify, Youtube, Apple podcasts and more, the series cements Spykar’s role not just as India’s denim favourite, but also as a storyteller for a new India: authentic, ambitious, and global.
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.
