Brands
Xylys keeps time with youth as Abhishek Sharma ticks in as ambassador
MUMBAI: Time, it seems, has found a new opening partner. Premium watch brand Xylys has signed Indian cricketer Abhishek Sharma as its brand ambassador, sharpening its pitch to a younger generation that values precision, pace and contemporary style in equal measure.
Marketed and retailed by Titan Company Ltd., Xylys occupies a niche where Swiss watchmaking meets international urban flair. The range includes Swiss-made and Swiss-movement timepieces, built with 316L surgical-grade stainless steel cases, sapphire crystal glass for scratch resistance, strong water protection and clean, confident finishes. The design language is bold but uncluttered, aimed at people who like their accessories to work as hard as they do.
Abhishek Sharma fits neatly into that frame. One of Indian cricket’s most watchable young talents, he is known for his fearless strokeplay, discipline and clarity of intent on the field. Off it, his sharp, modern style mirrors Xylys’ philosophy of precision paired with personality. The association signals a brand keen to stay in step with ambition, momentum and movement.
Commenting on the partnership, Titan Premium Watches CSMO Kalpana Rangamani said the choice was instinctive, noting that Xylys is designed for individuals who are confident, intentional and exacting about quality, traits that Sharma brings naturally through both sport and style.
Sharma, in turn, said the brand resonated with him because precision and consistency are non-negotiable in professional sport. He described Xylys as a balance of Swiss craftsmanship and modern design, aligning with how he approaches both cricket and personal expression.
With this appointment, Xylys is not just telling time, it is timing its move carefully, positioning Swiss precision firmly within the rhythm of modern Indian ambition.
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.
