Brands
Toniq Retail Brands acquires Ayesha Accessories
Mumbai: Toniq Retail Brands, a multi-brand fashion accessories company, has acquired Ayesha Accessories, a brand known for its on-trend and affordable fashion accessories. This acquisition strengthens Toniq Retail Brands portfolio to seven distinct brands and expands its retail footprint to 140 store-in-store (SIS) formats in Lifestyle and Shoppers Stop outlets. It also enhances its digital presence on major e-commerce platforms like Myntra, Nykaa Fashion, and Tata Cliq.
Founded in 2010 with the vision to democratise fashion accessories, making them available and accessible for young people everywhere, Toniq Retail Brands is uniquely one of the few fast fashion accessories companies with a robust distribution network spanning both offline and online channels. The acquisition of Ayesha Accessories aligns with Toniq Retail Brands strategy to scale up its distribution, extend Ayesha’s core signature design to a broader audience, and establish it as a full-range accessories label catering to the Gen Z and Gen Alpha demographics.
Toniq Retail Brands CEO and founder Sonali Bulchandani shared her thoughts on this milestone, stating, “Acquiring Ayesha Accessories is an important step for us and a moment of pride for my team and me. This acquisition perfectly aligns with our growth strategy, allowing us to reach a wider audience with contemporary, high-quality fashion jewelry. Ayesha has always been a fun, playful brand with a strong identity and loyal customers. Our aim is to extend the brands core signature design to a much larger landscape by becoming a full-range accessories label, offering premium fashion jewelry with contemporary design and functionality at the core of the customer experience for young Gen Z and Gen Alpha audiences.”
Ayesha Accessories has now been launched in 45 Shoppers Stop stores across India within a record time of two months. Toniq Retail Brands COO and co-founder Sohel Lalvani added, “This acquisition not only broadens our offerings but also provides our customers with a wider selection. Our teams have done an exceptional job launching the brand in 45 stores, and we are planning to expand Ayesha’s footprint to 100 stores in the coming months. The past few months have been a period of consolidation for us, allowing us to leverage our strengths in our product portfolio and our distribution network across offline and online channels. We are confident we can leverage these capabilities across all our brands.”
Toniq Retail Brands, a women-led company with 80 per cent of its key management comprised of women, caters to various segments including fashion accessories, hair accessories, ethnic jewelry, and men’s accessories. Known for its customer-focused approach and quality commitment, the company continues to lead the market.
With the acquisition of Ayesha Accessories, Toniq Retail Brands aims to offer on-trend products to its growing Gen Z and Gen Alpha customer base. This is part of a strategy to position the company as a next-gen fashion accessories leader. Backed by a strong supply chain, inventory management, and data analytics, the company is set to scale operations, open exclusive brand stores in select cities, and partner with quick commerce companies for wider reach.
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Brands
Summercool signs 10-episode Teen Taal podcast deal as presenting sponsor
Brand taps content-led marketing with seamless integrations on Aaj Tak show
NEW DELHI: Summercool Coolers has partnered with Teen Taal as the presenting sponsor for a 10-episode podcast series, marking its push into content-led marketing as brands increasingly look beyond traditional advertising formats.
The collaboration with Aaj Tak, part of the India Today Group, aims to tap into the growing influence of podcasts as high-attention platforms where audiences engage more deeply with content.
Instead of standard ad slots, the partnership leans on a content-first approach, with Summercool integrated directly into the show’s environment through studio branding, contextual mentions and visual cues. The idea is simple: be part of the conversation, not a break from it.
Early signs suggest the strategy is working. In the opening episode, the brand is woven into the discussion without interrupting the flow, offering a more natural recall compared to conventional advertising bursts.
Summercool Coolers director finance Abhishek Gupta said, “This partnership reflects our belief in engaging audiences where they are most attentive. By integrating naturally within a compelling storytelling format like Teen Taal, we are able to create authentic connections and drive organic engagement.”
Echoing this, India Today Group Digital CEO Salil Kumar said, “Podcasts today are not just content formats, they are high-attention environments. With Teen Taal, we’ve created a space where brands can participate in conversations, not interrupt them.”
Hosted by Kamlesh Singh, Kuldeep Mishra and Asif Khan, Teen Taal has built a loyal following for its mix of humour, satire and sharp takes on current affairs and everyday culture. That easy, conversational tone makes it a natural fit for brands seeking relevance without being overly intrusive.
With the first episode already live across platforms such as YouTube, Spotify and JioSaavn, the series offers a glimpse into how storytelling and subtle branding can go hand in hand. For Summercool, it is less about cooling the air and more about warming up to a new way of reaching audiences.
