Brands
VOX lays it down with durable Primerra SPC floors for busy spaces
MUMBAI: VOX India is rolling out the red carpet only this one’s tougher than it looks. The interior solutions brand has launched a new variant of its Primerra SPC Flooring, designed especially for high-traffic commercial spaces, where style must stand its ground against endless footfall. The upgraded collection pairs advanced SPC layers with IXPE backing, creating floors that shrug off scratches, stains, and spills while offering comfort underfoot and sound insulation. Thanks to I4F Drop-Lock technology, installation is a quick snap literally with panels locking into place without gaps, whether short or long.
Inspired by the timeless charm of wood, the range brings oak-textured finishes and bold brick patterns, perfect for interiors that want both warmth and contemporary flair. From offices and retail outlets to hospitality projects, the designs promise adaptability, while also doubling up as fresh ideas for bedrooms and homes looking for modern flooring with character.
VOX India isn’t just making a style statement; it’s also guaranteeing peace of mind. Each installation is backed by a 10-year commercial warranty, making it as reliable as it is refined.
“This new Primerra SPC flooring variant has been developed to withstand heavy commercial usage without compromising on style,” said VOX India founder Varun Poddar. “It reflects our focus on blending innovation, functionality, and design for modern interiors.”
With this launch, VOX India strengthens its Primerra portfolio, expanding a lineup that already resonates with architects and designers. By fusing global design sensibilities with Indian commercial needs, the brand is ensuring that durability and design no longer walk separate paths, they’re laid side by side, plank by plank.
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.
