Actor and entrepreneur Malaika Arora has launched Maejoy, a lifestyle-first accessories brand created in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited.
Designed to combine aspirational design with everyday accessibility, Maejoy enters the market with a curated collection of over 250 styles spanning handbags and lab-grown diamond jewellery, two accessory categories central to contemporary fashion and personal expression.
Maejoy is positioned as a lifestyle accessories label that translates high-fashion inspired aesthetics into everyday style. Built around the philosophy “The Joy of Being Me,” the brand focuses on celebrating individuality, confidence and self-expression through products that are aspirational yet accessible.
As part of the partnership, Myntra Jabong India Private Limited (MJIPL) will support the brand with its design, sourcing and brand-building capabilities, helping scale Maejoy through its established fashion ecosystem.
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On bringing Maejoy to life, Malaika Arora said, “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 Joy of Being Me,’ is a celebration of self and the brand aims to democratise the global fashion trends while offering women something that can extend the feeling of luxury every day, while being accessible- be it a lab-grown diamond or a perfectly crafted handbag. Myntra Jabong and Exceed’s expertise in building much-loved brands makes this a great ecosystem to bring my creative aspirations to life.”
Suman Saha, CXO, Head of House of Brands, MJIPL, said, “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 .”
Afsar Zaidi, CEO, Exceed Entertainment, added,
“Building celebrity-led brands requires a delicate balance of authenticity and market viability. Having successfully worked with Myntra Jabong in the past, it was easy working with them on Maejoy. 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.”
The collaboration has also been facilitated by Exceed Entertainment, which has played a key role in conceptualising and building celebrity-led brands in India.
