Brands
Superkicks drops the mic, steps up game with Air.Wav on Air Max Day
MUMBAI: Ever wondered what your favourite sneakers would sound like if they had their own playlist? Probably cooler than your gym playlist. Thankfully, Superkicks is sparing us from guessing games by fusing sneakers and music with its new initiative—Air.Wav. Celebrating Air Max Day on 26 March 2025, Superkicks is making waves, or rather, “wav”-es, in a bold new way. Who said kicks were just for your feet?
Air.Wav isn’t just another marketing gig; it’s a sonic celebration that connects the thump of sneaker culture with the rhythm of independent music. Superkicks, known for its street cred in streetwear, has elevated its game this year by creating an original track that personifies the pulse, innovation, and dynamic legacy of Air Max. Think of it as sneakers having their own soundtrack—without the awkward dancing.
“Superkicks has always been more than just a retail space; it’s a community hub. We have sought to nurture street culture and independent music since day one. Through our co-sign platform, we have highlighted over 30 artists, giving them a platform to showcase their work. Air.Wav is a bold new step in our journey, and we’re excited to continue pushing boundaries and paving the way for global collaborations in the years to come,” says Superkicks CEO & co-founder Sangeet Paryani.
Air.Wav cleverly blends the sonic concept of ‘airwaves’ with the legendary Air Max sneaker technology. Genius, isn’t it? At the project’s heart is a musical squad you wish you were cool enough to join: rappers RAK, Tienas, and Feni Fina, with beats crafted by visionary producers Dhiraaj and 3BHK. These artists merge hip-hop, baile funk, rap, and electronic textures, creating an immersive mix that could make even your grandmother tap her feet.
Tienas spins intricate wordplay, RAK punches with lyrical storytelling, and Feni Fina storms the scene with fearless bars and distinctive sound. Producer Dhiraaj’s immersive soundscapes and 3BHK’s genre-defying beats elevate the track, making Air.Wav a delicious cultural cocktail you didn’t know you needed.
Want more than just ear candy? Superkicks is releasing a short documentary shot at Subculture Studios in Khar, Mumbai, offering fans a peek behind the creative curtain. Interviews with the artists and Superkicks’ own Paryani spill the beans on how this groundbreaking track came to life.
Oh, and did we mention the launch event? Iron Buzz Tattoo Studio will host an exclusive bash to celebrate the global drop. Expect first listens, visual treats, and a chance to rub shoulders with the creators—much cooler than your usual Thursday night plans.
Superkicks is not just selling sneakers; it’s curating a culture where kicks meet beats and style meets sound.
Brands
RR Kabel expands FMEG portfolio with kitchen appliances and air coolers
Company forays into mixers, cooktops and hand blenders under RR Signature brand.
MUMBAI: RR Kabel has just cooked up something new and it’s not just another wire. The leading wires and cables manufacturer has announced a significant expansion of its Fast-Moving Electrical Goods (FMEG) portfolio by entering the kitchen appliances segment and strengthening its air coolers range under the premium RR Signature brand. The company has introduced Mixer Grinders, Electric Cooktops (both Induction and Infra-Red variants), and Hand Blenders. These products mark RR Kabel’s strategic foray into everyday kitchen essentials, allowing it to reach deeper into Indian households beyond traditional electrical categories.
The Induction and Infra-Red Cooktops are seeing particularly strong demand amid global developments affecting LPG pricing and supply. Consumers are increasingly shifting to electric cooking for its energy efficiency, precise control, and safety features. RR Signature is reinforcing its ‘Aapke Kaam Ki Baat’ promise with best-in-class warranties across the range.
The company also plans to introduce additional kitchen appliance categories in FY26-27. In parallel, it has expanded its Air Cooler portfolio with new Industrial (Semi-Commercial) models featuring higher tank capacities and superior air throw, catering to both commercial users and households seeking powerful cooling during intensifying summers.
RR Kabel executive director Mahhesh Kabra said, “Our expansion into kitchen appliances allows us to connect with consumers at more touchpoints in their daily lives, while our expanded air cooler range addresses the rising need for effective cooling solutions. These launches reflect our continued focus on quality, innovation, and market relevance.”
By stepping into kitchen appliances and enhancing its cooling solutions, RR Kabel is wiring itself more deeply into Indian homes proving that even a cables company knows how to heat things up in the kitchen and keep things cool elsewhere. The move positions the brand for broader growth as it evolves from wires to a more complete home solutions player.
