Kalki Koechlin wears a Sanganeri block print inspired by Japanese sakura blooms, brought to life through the craftsmanship of Sanganeri artisans
 

At the heart of it is Max Project New, Max Fashion’s purpose-led platform, which looks at fashion through a different lens, one where creativity begins beyond the design studio and finds its way into what people actually wear.
 

For its debut edition, Kalki and the Max Fashion design team went looking for work with a story behind it, eventually bringing together two very different worlds: the expressive work of specially-abled artists and the centuries-old craft of hand block printing from Sanganer. The result is a festive collection where the artwork isn't merely inspiration, it is the design.
 

One of its most distinctive stories comes through the Kairassi Foundation, Chennai, a design-inclusive organisation that empowers specially-abled artists. Through the foundation, Max Fashion worked with three artists — Simron, Pavithra and Manas — translating their original paintings into fashion for the first time.
 

Simron’s watercolour landscapes bring an almost dreamlike quality to skirts, while Pavithra’s fluid ocean-inspired blues make their way across shirts. Manas, the youngest of the three, creates his artwork using a straw instead of a brush, giving his work a spontaneous, playful quality that now finds a new expression on a tote bag. These aren't interpretations of their work; they are the artists’ original paintings, carried from canvas to fabric.
 

Kalki Koechlin wears original artwork by three specially-abled artists, translated from canvas to contemporary fashion for Max Fashion’s Festive 2026 collection
 

Then there is Sanganer, Rajasthan, where the same idea takes shape through a completely different craft. Working with artisans from Sanganer, Max Fashion developed an exclusive design created specifically for the collection, bringing together the quiet elegance of Japanese florals with the distinctive craft of Sanganer block printing. The original piece was painstakingly developed by hand — from carving the wooden blocks and mixing the colours to printing each layer of fabric, one colour at a time.
 

It is a meeting of two worlds — paint and pigment, canvas and cloth, contemporary expression and traditional craftsmanship — but the thought behind both remains the same: to celebrate the creativity, craft and stories behind what we wear.
 

“Fashion, for us, has always been more than what we wear, it’s a form of expression, a way to tell stories, and a platform that can create real impact,” said Sumit Chandna, CEO, Max Fashion. “Kalki shared a vision with us that we instantly connected with, and together we built on it, the idea that festive dressing could carry meaning, not just style. MAX PROJECT NEW brings that belief to life, whether through an artist’s brushstroke or an artisan’s hand-carved block. And this is only the beginning.”
 

For Kalki, the collection is rooted in the belief that fashion can carry something more personal than a trend. “I’ve always wanted festive fashion to feel like it’s saying something, not just selling something,” she says. “Whether it’s a tiny painted detail on a bag or a hand-carved print on a dress, you put it on and you’re carrying someone else’s story with you. I think that makes what you wear feel much more special.”
 

That spirit extends to how Kalki has approached the collection itself, styling it with an effortless, contemporary sensibility that moves beyond traditional festive dressing. Fluid silhouettes and unexpected combinations make the collection as relevant for a festive evening as they are for bringing a little more colour and personality into an everyday wardrobe.
 

The collection brings the stories behind its artwork and craft into everyday wardrobes, making creative expression part of how people dress and celebrate.
 

And while this may be the first chapter, Max Project New is designed to go much further. The initiative will continue across seasons, opening the door to new artists, craftspeople and creative voices and bringing their work into the world of fashion.
 

Because sometimes, new isn't just a new look. It is a new story waiting to be worn.
 

The campaign captures that spirit with its line: “HOW NEW IS YOUR NEW.”

About Max Fashion

Max Fashion, a global fashion leader born in the Middle East in 2004 and now present across 20+ countries, has evolved into a global powerhouse of everyday style. With over 900 stores across markets including the UAE, Saudi Arabia, Egypt, India and Indonesia, the brand’s journey is defined by scale, speed and a deep instinct for contemporary fashion.
 

India sits at the heart of that growth story. Since opening its first store here in 2006, Max has become deeply woven into the country’s fashion landscape, celebrating 20 years in India this year. Today, the brand operates 530+ stores across 220+ cities, spanning over 5.8 million sq. ft. of retail space nationwide. This expansive footprint translates into over 1 million daily customer interactions and more than 130 million garments sold annually across men, women and kids.
 

Beyond its formidable scale lies its defining edge — the seamless blend of international design direction with an intuitive understanding of Indian preferences. From elevated everyday essentials to occasion-ready fashion for men, women and kids, Max captures the rhythm of modern India, delivering style that is current, versatile and deeply connected to its audience.

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That is the question Nikhil Kamath puts to MakeMyTrip Founder and Group Executive Chairman Deep Kalra and IHCL Managing Director and CEO Puneet Chhatwal in the latest episode of WTF is Travel.

The conversation quickly moves beyond the usual tourism checklist of airports, highways and hotel rooms. The bigger issue, they argue, is what happens after you arrive. India has built the infrastructure. The last mile is still broken. India's airports, highways and trains have improved dramatically. But arrive at a destination and the experience can still fall apart – from parking and queues to washrooms, accessibility and getting from a railway station to a taxi.

For Kalra, that friction matters. On MakeMyTrip, 95% of bookings come from Indian customers, with around 70% of booking value coming from domestic travel and 30% from international travel. And international travel is growing at double-digit rates. Thailand, Vietnam and Indonesia aren't necessarily winning because they have more to offer. They're often easier to experience. The friction matters for the country as well. At the macro level, consider that Indian's spend around USD 16-17bn a year for travel under the RBI's Liberalised Remittance Scheme. That's a huge forex hole problem for the country. Which raises a more uncomfortable question: if Indians are willing to spend on travel, why aren't more of those dollars being spent discovering India?

The problem isn't simply a shortage of hotels. It is a shortage of the right hotels in the right places. Peak seasons expose the gap: rooms disappear, prices climb and travellers look elsewhere.

Chhatwal sees a big opportunity in boutique, experiential and mid-scale properties – what the conversation calls “lean luxury.” Smaller, well-designed hotels that offer a better experience without the economics of traditional luxury. And some of the most interesting concepts are being built by people who don't come from traditional hospitality.

Which begs another question: does being an outsider make you better at reinventing the hotel?

AI could take travel back to conversation

For two decades, online travel taught consumers to search, compare and click.

AI could change that again. MakeMyTrip's AI assistant, Myra, already handles 80,000 to 90,000 voice-based conversations a day. Kalra believes conversational AI could make travel more intuitive, particularly for the next wave of Indians coming online.

But hospitality has a different problem. Chhatwal sees AI's biggest near-term impact in the machinery behind the hotel – revenue management, contracts and back-office operations – rather than replacing the human experience. That distinction becomes particularly interesting when the conversation turns to robots.

Can technology run a hotel without taking the hospitality out of it?

Chhatwal's answer is clear: automation may have a place in standardised and budget properties, but luxury still depends on people.

So, how does India get from 10 million to 100 million?

Kamath puts the question bluntly: if you had five years to transform India's tourism numbers, what would you do? Kalra and Chhatwal's answer is focused on changing the system.

Their priorities: give tourism infrastructure and industry status, fix last-mile connectivity, market India aggressively as a global destination, digitise and professionalise the country's attractions and experiences, and create stronger coordination between the Centre and states.

Just as importantly, India needs to spread tourism beyond the handful of destinations already struggling with capacity. The opportunity isn’t just to get more tourists into India. It is to give them more reasons to stay, explore and come back.

And for entrepreneurs, that creates a very different opportunity set. Chhatwal's advice to the next generation is simple: don't build another travel-tech platform just because travel tech is hot. Build the hotels, experiences and infrastructure that travellers still can't find easily.

Because India's next tourism story may not be about discovering new destinations.

It may be about finally fixing the experience around the ones we already have.

The latest episode of WTF is Travel is available now on YouTube.

About People by WTF

People by WTF is a global podcast platform hosted by Nikhil Kamath, featuring in-depth conversations with leaders across business, policy, technology, culture and academia. The show explores long-term institutional, technological and economic questions shaping global society through candid, high-signal dialogue.

Past guests include Elon Musk, Prime Minister Narendra Modi, Bill Gates, Ajay Banga, Martin Escobari, Rishi Sunak, Akshata Murty and Ranbir Kapoor.

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Mrs. Prarthana Behere in the presence of higher management

The showroom was inaugurated by actress Prarthana Behere, Regional Brand Ambassador – West Zone, Malabar Gold & Diamonds, along with distinguished guests and valued customers.

Spanning an impressive 10,000 sq. ft., the renewed showroom brings together an extensive portfolio of jewellery across gold, diamonds, platinum, gemstones and silver, offering customers a wide selection of designs for different occasions, preferences and generations.

Designed around evolving consumer preferences, the revamped showroom combines traditional craftsmanship with contemporary aesthetics. Customers can explore a diverse range of bridal, festive, traditional, contemporary and everyday-wear jewellery, bringing multiple categories and styles together under one roof.

The refreshed retail space also reflects Malabar Gold & Diamonds’ continued focus on enhancing the overall customer experience through greater choice, personalised service and a comfortable retail environment. With its expanded offering and contemporary format, the Hadapsar showroom aims to cater to Pune’s diverse customer base while making the brand’s customer-first retail experience more accessible to consumers across the city.

Commenting on the relaunch, MP Ahammed, Chairman of Malabar Group said, “We are delighted to relaunch our showroom in Hadapsar, Pune, a vibrant and evolving part of the city with a discerning jewellery audience. Our commitment remains steadfast, to offer jewellery that reflects timeless elegance, fine craftsmanship and enduring quality. With a strong focus on customer delight and an exceptional shopping experience, we look forward to presenting our finest collections to the people of Hadapsar and creating an experience that resonates with their evolving tastes and sensibilities.”

The relaunch reinforces Malabar Gold & Diamonds’ commitment to strengthening its retail presence in Maharashtra and responding to the changing expectations of jewellery consumers through thoughtfully designed stores, extensive product choice and a service-led shopping experience.

About Malabar Gold & Diamonds

Malabar Gold & Diamonds was established in 1993 and is the flagship company of Malabar Group, a leading diversified Indian business conglomerate. With an annual turnover of USD 9.41 billion, the company currently ranks as the 4th largest jewellery retailer globally.

Malabar Gold & Diamonds operates a strong retail network of over 450 showrooms across 14 countries, supported by offices, design centres, wholesale units and manufacturing facilities across India, the Middle East, the Far East, the USA, the UK, Canada, Australia and New Zealand.

The group, owned by more than 3,500 shareholders, has over 30,000 professionals from more than 26 countries working towards its continued growth.

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New Delhi leads India’s repeat-visit ranking, followed by Chennai, Mumbai, Bangalore, and Kochi

Some destinations have a way of calling travelers back for more. The chance to discover new attractions, revisit fond favorites, or simply enjoy the familiar surroundings keep travelers booking again. Agoda's data shows that these beloved places often attract repeat visits, with some travelers returning multiple times in just the first half of the year.

New Delhi, which leads India’s ranking, offers a mix of experiences spanning the Red Fort and Humayun’s Tomb, bustling markets, and the city’s diverse food scene. Chennai, in second place, brings together Dravidian heritage, iconic coastal locations like the Marina Beach and its distinctive South Indian cuisine. In the west, Mumbai, ranking third, is defined by its Art Deco architecture, Bollywood legacy and iconic food culture. Bengaluru, in fourth, blends its tech-driven identity with its craft beer and restaurant scene, live music culture and green spaces, while Kochi, completing the top five, offers a distinctive mix of Fort Kochi’s colonial heritage, Kerala cuisine, contemporary art and easy access to the state’s backwaters.

Internationally, Tokyo's rise to number one reflects its unique ability to offer something new with each visit, from seasonal spectacles like cherry blossoms to hidden neighborhoods and an unmatched culinary scene. Bangkok, ranking second, continues to captivate with its unparalleled wellness experiences, world-class dining, and cultural landmarks. Bali's climb to third place underscores the island's magnetic appeal with its irresistible beaches, spiritual retreats, and lush landscapes that enchant travelers time and again.

This year's ranking also reveals the rising appeal of Japan and Vietnam as increasingly popular places people love to revisit. Beyond Tokyo's ascent to the top, Fukuoka has entered the top 10 for the first time at number eight, signaling travelers' desire to explore beyond Japan's traditional tourist hubs to experience Fukuoka’s renowned ramen culture and laid-back atmosphere. Meanwhile, Vietnam's Da Nang has climbed two spots to sixth place, with its stunning beaches, proximity to UNESCO sites like Hoi An, and excellent value drawing visitors back repeatedly.

Gaurav Malik, Country Director Indian Subcontinent and Indian Ocean Islands at Agoda, shared, “Indian travelers are increasingly looking beyond one-time holidays and building deeper connections with destinations they love. Whether it’s returning to a favorite city for its food and culture, a loved one’s wedding, a festival, or a work trip that turns into a long weekend away, repeat travel is becoming an important part of the way Indians experience the world. At Agoda, we are committed to making these journeys more seamless, accessible and rewarding, helping Indian travelers discover more reasons to return to the places they love.”

For travelers looking to revisit their favorite destinations or discover new ones, Agoda offers over 6 million holiday properties, more than 130,000 flight routes, and over 300,000 activities, all of which can be combined in a single booking. Visit the website at www.Agoda.com or download the mobile app for the best deals. 

Notes to Editors

About the Data
The data is based on bookings made in the first half of 2026 on Agoda compared to the same period in 2025.

About Agoda
Agoda, a digital travel platform, helps anyone see the world for less with its great value deals on a global network of over 6 million hotels and holiday properties, plus flights, activities, and more. Agoda.com and the Agoda mobile app are available in 39 languages and supported by 24/7 customer support.

Headquartered in Singapore, Agoda is part of Booking Holdings (Nasdaq: BKNG), employs over 7,500 people globally, and is dedicated to leveraging best-in-class technology to make travel easy and affordable.

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Kansai Nerolac presents “Noor-e-Kashmir”

In Kashmir, homes are more than living spaces. They are where families come together, guests are welcomed, celebrations take place and communities connect. These cultural and social nuances, and the important role that homes play in everyday life, form the consumer insight behind Noor-e-Kashmir.

Watch the episodes here: Noor-e-Kashmir by Kansai Nerolac Paints

The new digital series features 12 homes across Kashmir, each reflecting the region’s distinctive architecture, aesthetic sensibilities and relationship with nature and colour. Shortlisted in collaboration with a renowned Kashmir based architect, the homes have been selected for their individuality and character. But Noor-e-Kashmir is not simply about the finished home. It is about everything that goes into creating it; the choices made by homeowners, the expertise of dealers, the craftsmanship of contractors and the local ecosystem that helps bring each space together.

Pravin Chaudhari, Managing Director, Kansai Nerolac Paints Limited said, “Kashmir is an important market for Kansai Nerolac, with distinct consumer preferences and a strong appreciation for colour, design, and craftsmanship. Noor-e-Kashmir reflects our understanding of the market and our commitment to strengthening connect with consumers, our dealer and contractor network in the region, while celebrating the distinctive character of Kashmiri homes. With Noor-e-Kashmir, we aim to give a tribute to Kashmir, its people, homes and the craftsmanship behind it.”

The episodes will be released across Kansai Nerolac’ s owned digital platforms, led by YouTube and amplified across its other social media channels. Each episode will focus on a single home, while bringing the people behind it into the frame. The homes featured in the series have been painted using Nerolac Impressions Kashmir for interiors, Excel Everlast for exteriors, and the Gloria and ICRO ranges for wood finishes. The series also dedicates a segment of every episode to the contractor involved in the project, who will be recognised as ‘Noor-e-Kashmir Contractors,’ receiving badges and certificates acknowledging their contribution, along with social media recognition.

Ramkrishna Naik, Chief Marketing Officer, Kansai Nerolac Paints Limited added, “Noor-e-Kashmir celebrates not only distinctive Kashmiri homes, but also the people behind them. Through this digital series, we want to bring forward the choices, stories and craftsmanship that give each home its unique character. For us, paint has never been just about what you put on a wall, but about how that colour energises the space and people who live within it.”

The stories featured in Noor-e-Kashmir will culminate in a special ‘Noor-e-Kashmir Colour Book’, bringing together the 12 homes showcased in the series. Featuring their colours, architectural details and design choices, the book will serve as a source of inspiration for consumers.

Episodes of ‘Noor-e-Kashmir’ are available on Kansai Nerolac Paints’ YouTube channel.

About Kansai Nerolac Paints Ltd.

Kansai Nerolac Paints now in its 106th year has been at the forefront of paint manufacturing pioneering a wide spectrum of quality paints. Kansai Nerolac is one of the leading paint companies in India and is the leader in Industrial paints. The company has eight strategically located manufacturing units all over India and a strong dealer network across the country. The company manufactures a diversified range of products ranging from decorative paints coatings for homes, offices, hospitals, and hotels to sophisticated industrial coatings for most of the industries.

Please visit www.nerolac.com.

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Beyond Hong Kong’s mega events and world-famous attractions, the Hong Kong Tourism Board (HKTB) invites Indian visitors to discover the city like a local through its diverse neighbourhoods. Old Town Central, one of HKTB’s signature neighbourhood experiences, brings Hong Kong’s identity to life through an eclectic mix of East and West, past and present, where historic temples and traditional local businesses sit alongside vibrant street art, contemporary cultural landmarks and award-winning restaurants.

From heritage and art to local flavours and exclusive drinks, explore the neighbourhood from day to night along the iconic Central-Mid-Levels Escalator

Anchored by the world’s longest outdoor covered escalator, the Central-Mid-Levels Escalator, Old Town Central invites visitors to experience the vibrant area from day to night. Four newly curated thematic experiences reveal its culture, heritage, art and food, while an interactive AR guide and authentic local voices offer deeper insight into the people and stories behind the neighbourhood. Limited-time keepsakes and themed drinks add even more ways to experience — and remember — Central like a local. 

Uncovering Central’s Heartbeat: Themed Experiences and Authentic Local Voices Along the Central-Mid-Levels Escalator

More than a way to move through Central, the iconic Central-Mid-Levels Escalator becomes the backbone for exploring the neighbourhood’s rich culture, history and community. Designed to bridge the distance between travellers and local residents, the experience encourages visitors to venture beyond the main thoroughfares and immerse themselves in the neighbourhood through four themed experiences highlighting handpicked community gems:

• Old Town Signatures encompasses some of the quintessential experiences that make Central unmistakably Hong Kong. Visitors can explore traditional wet markets and historic temples, stop by one of the city’s last artisanal soy sauce makers at Kowloon Soy Co. Ltd, experience the bustle of an authentic dai pai dong, or browse the open-air stalls of Upper Lascar Row. Together, these local institutions offer a snapshot of the traditions, flavours and everyday experiences that have shaped the neighbourhood.

• Old Town Legacy brings Central’s layered history to life, making it an ideal introduction for families and first-time visitors. From the distinctive granite steps of Pottinger Street and the revitalised former police station and prison complex at Tai Kwun, to the historic Dr Sun Yat-sen Museum and traditional tong lau architecture, this experience traces the people, places and East-meets-West influences that have shaped the district over generations.

• Neighbourhood Taste explores Central through one of the best ways to understand Hong Kong: its food. From breakfast through to nightcap, the experience brings Michelin-starred restaurants, acclaimed and beloved local institutions together side by side. Visitors can begin with traditional tea and dim sum, discover neighbourhood bakeries and herbal tea shops, and explore Central’s internationally celebrated restaurants after dark.  

• Art & Soul reveals the creative side of Central, where contemporary art and design exist alongside traditional craftsmanship and historic streetscapes. Visitors can discover world-class galleries and colourful murals around Hollywood Road, browse antiques along Upper Lascar Row, explore cutting-edge creativity and design at PMQ, and wander through character-filled streets including Wing Lee Street and Tai Ping Shan Street.   

To bring visitors even closer to the heartbeat of the community, a new interactive AR web app (accessed via DiscoverHongKong.com) triggers dynamic, motion-activated content at key locations along each themed experience. The local connection is further deepened through immersive audio experiences, where local business owners or staff at local institutions share personal stories about Central’s evolving character. Featured local voices include:

• Bonny Yuen (Founder of Yuen’s Tailor): a family-run tailoring shop boasting over 55 years of history and craftsmanship.

• Gavin Yeung (Co-founder of Kinsman): a Central place known for its innovative drinks inspired by Cantonese and Chinese flavours.

• Ben Tsui (Fourth-generation owner of Kung Lee Herbal Tea Shop): a time-honoured herbal tea shop famous for its fresh sugar cane juice and traditional herbal jelly.

• Cecilia Chan (Co-founder of Glocal Mahjong): one of the few places in Hong Kong where visitors can pick up a unique mahjong-themed souvenir.

Take Central Memories Home with Limited-Time Keepsakes and Drinks

To mark the launch of the campaign, Old Town Central is introducing a series of exclusive collaborations and special experiences available for a limited time, giving Indian visitors even more reasons to explore the neighbourhood.

Visitors can collect a complimentary Old Town Map to guide their journey through the neighbourhood’s hidden gems, while tourists who spend HKD200 or more in a single same-day transaction at participating merchants can redeem one of five limited-edition Street Sign Pins at Central Market, Tai Kwun, PMQ or other participating merchants.

The new Old Town Central experience is part of HKTB’s broader effort to encourage Indian visitors to explore Hong Kong’s diverse neighbourhoods and connect more deeply with the communities that define the city. By combining heritage, creativity, gastronomy and innovation, Old Town Central invites travellers to venture beyond the city’s more familiar landmarks and discover the authentic stories waiting around every corner.

About Hong Kong Tourism Board (HKTB)

The Hong Kong Tourism Board (HKTB) is a government-subvented body tasked with marketing and promoting Hong Kong as a travel destination worldwide and enhancing visitors' experience once they arrive. These include making recommendations to the Government and other relevant bodies on the range and quality of visitor facilities.

The HKTB’s missions are to maximise the social and economic contribution made by tourism to the community of Hong Kong and to consolidate Hong Kong’s position as a unique, world-class, and most desired destination.

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Many Ways, One Original Starring Alia Bhatt

For over 150 years, Levi's has been part of the way people express themselves. From music and fashion to art and everyday life, the brand has remained a canvas for individuality, evolving with the people and culture around it. The campaign builds on this legacy with a simple thought: there is no single version of who we are. We are constantly shaped by our experiences, our surroundings and the moments that stay with us and personal style can evolve right alongside us.

The campaign is led by a new brand film inspired by the idea of a mixtape where different sounds, memories and influences come together to tell the story behind an original. Following Alia through a subway corridor, a bustling street corner and a neighborhood pub, the film captures different moods, moments and expressions of personal style.

At the heart of the campaign is the versatility of Levi's and the freedom to make every look your own. Through a range of fits, silhouettes and pieces that can be styled together in different ways, the campaign brings to life the approach to dressing showing how one wardrobe can move across different moods, moments and versions of you. Because originality isn't about having one signature look; it's about having the freedom to express yourself in many ways.

"Originality has never been about fitting into one version of yourself, and Behind Every Original has always celebrated the mindset that shapes individuality," said Hiren Gor, Managing Director, South Asia, Middle East and Africa, Levi Strauss & Co. "With Many Ways, One Original, we wanted to celebrate the many influences and expressions that come together to shape who we are. Alia embodies that spirit effortlessly, and through this chapter, we are also bringing to life the versatility of Levi's from different fits to complete looks that give people the freedom to style, experiment and express every version of themselves." 

Speaking about the campaign, Alia Bhatt said, “We’re all made up of so many facets, shaped by our varied experiences, the things we love, the people we meet and the places we discover along the way. In a way, it’s a bit like a mixtape, every song adding something different to who we are and who we become. I love that this campaign celebrates all those different sides of us and the many ways they come together to make us who we are. There’s no one way to express yourself. You can play with different fits, pieces and looks to create something that feels personal, lived-in and uniquely yours.”

With Behind Every Original: Chapter Two, Levi's celebrates the many ways personal style can take shape. The latest collection is designed to offer versatility across fits, silhouettes and styling making it easy to create looks that feel true to you, whatever the mood or moment. 

The latest Levi's collections are available across stores nationwide and online at www.levi.in.

Link to the film: www.instagram.com

About the Levi’s brand
The Levi’s brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi’s brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading denim and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s brand, its products and stores, please visit levi.in.

About Levi Strauss & Co.
Levi Strauss & Co. (LS&Co.) is one of the world's largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's, Levi Strauss Signature, and Beyond Yoga brands. Its products are sold in approximately 120 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,300 retail stores and shop-in-shops. Levi Strauss & Co.'s reported 2025 net revenues were USD 6.3 billion.

For more information, go to www.levistrauss.com, and for financial news and announcements go to www.investors.levistrauss.com.

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BHIVE Unveils Its First-Ever Brand Film with Milind Soman, Turning Its Campus Workplace Vision into a Movement

The film brings to life BHIVE’s vision of a workplace ecosystem that goes beyond traditional office infrastructure to support how people work, move, connect and recharge.

Watch The Film: youtu.be/eGlVRZbY2FE

Built around humour and movement, the film challenges the conventional idea of an office. It opens with Milind in a cramped traditional workspace before moving into a BHIVE Campus, where the workday unfolds through walking meetings, pickleball, recreation, focused work and downtime. In one playful moment, BHIVE Founder & CEO Shesh Rao Paplikar shares a witty exchange with Milind that turns a conventional “elevator pitch” into Milind’s preferred “staircase pitch.”

The narrative reflects a broader shift in workplace expectations. As companies increasingly focus on employee wellbeing, experience, and community, BHIVE is building campuses around the belief that a workplace should enable more than productivity; it should support a more active and balanced way of living.

Shesh Rao Paplikar, Founder & CEO, BHIVE Workspace, said, “As the first campus workspace company in India to unveil a brand film, we wanted to use this moment to make a larger statement about how the workplace is evolving. This film is not just about showcasing BHIVE; it is about challenging the conventional idea of an office. With Milind, we could bring that vision alive as he’s someone who naturally represents fitness, discipline and an active lifestyle. Through the film, we want to show that the modern workplace can go beyond desks to become a campus ecosystem where people can work, move, connect and recharge. The film reflects our ambition to redefine the workspace landscape and set a new expectation for how people experience their workday.”

Milind Soman, Brand Ambassador, BHIVE Workspace, said, “Fitness has never been just about a workout for me; it is about discipline, purpose, resilience and most importantly how you choose to live every day, every moment. That is what made the BHIVE association a natural fit. The idea that you can work, move, play, meet people and recharge in the same environment feels very relevant to how people want to live today. In the film, I think people will recognise themselves in some of these situations and hopefully start asking whether their own workplace could be a little more energetic.”

The brand film builds on BHIVE’s association with Milind Soman, which is rooted in the shared philosophy of fitness, active living, and long-term performance, brought to life through BHIVE’s fitness-led workspace ecosystems.

The film marks the next chapter in BHIVE’s fitness-led journey with Milind Soman, positioning its campuses as workplace ecosystems where productivity, movement and active living come together. Through sports zones, pickleball, recreational facilities, cafés, lounges and community-led experiences, BHIVE aims to make it easier for people to move more, stay active and build healthier routines as part of the everyday workday, without having to step away from the campus ecosystem.

The film closes with BHIVE’s proposition: “Elevate your lifestyle at work.”

Watch the full BHIVE brand film featuring Milind Soman: youtu.be/eGlVRZbY2FE

#BHIVEMovesWithMilind

Founded in 2014 and headquartered in Bengaluru, BHIVE Workspace is India's largest campus coworking company and one of the fastest-growing providers of managed office spaces in the country. BHIVE operates 28+ centres with 8 campuses across Bengaluru and Mumbai, covering 1.8 million sq. ft. of premium workspace and serving a community of over 1,000 client companies, from early-stage startups to large enterprises and Global Capability Centres (GCCs).

BHIVE's campus-led model is what sets it apart from conventional coworking. Each campus integrates design-driven workspaces with sports infrastructure, wellness facilities, community programming, and Indian hospitality, built around the company's core philosophy of Work-Life Harmony. Amenities across campuses include cafés, recreation and sports zones, and 24×7 tech-enabled access, including on holidays.

Built around the philosophy of “Elevate Your Lifestyle at Work,” BHIVE promotes work–life harmony by combining productivity with well-being. Its design-driven spaces feature modern amenities such as cafés, recreation and sports zones, and 24×7 tech-enabled access, including holidays. BHIVE's Work From Anywhere feature allows members to access any BHIVE centre on a single membership, offering unmatched flexibility and mobility for modern, distributed teams. As a fitness-driven and active lifestyle coworking brand, BHIVE continues to integrate movement, sports, and wellness into the everyday work experience, enabling members to perform at their best both professionally and personally.

For more information, visit www.bhiveworkspace.com.

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Signing Ceremony for the joint venture between American Wave Machines and CTG Commercial Management

China Tourism Group is one of the most significant tourism enterprises in China, with a history dating back more than a century and a business network spanning mainland China, and international markets. Its platform includes travel services, scenic destinations, hotels, duty free retail, tourism transportation, real estate, cultural tourism and related destination businesses. CTG's development of Riyue Bay Surf Resort, anchored by PerfectSwell® surf technology, offers an early signal of what this partnership is designed to scale: destination experiences driven by surf.

China's Insane PerfectSwell® Surf Park: www.youtube.com/watch?v=J1cSXFRD6-I

Riyue Bay Surf Resort powered by PerfectSwell® surf technology
 

"The formation of Eastern Swell Dynamics reflects the next phase of PerfectSwell® growth," said AWM Founder Bruce McFarland. "AWM brings the surf technology, enthusiasm for the sport and surf park experience. CTG brings extraordinary regional capability, destination development experience and institutional reach. Together, we believe the joint venture is positioned to support a new generation of surf park projects."
 

Eastern Swell Dynamics logo
 

The launch comes as PerfectSwell® Surf Parks continue to emerge as powerful destination anchors, hospitality drivers and next generation recreational assets. Through Eastern Swell Dynamics, AWM and CTG intend to create a focused regional platform for long term market development, localized project support and premium surf experiences. "Riyue Bay Surf Resort has already demonstrated the appeal of high-performance PerfectSwell® surf within a destination experience developed by CTG," said Wei Li, CFO of CTG Investments. "Through Eastern Swell Dynamics, we look forward to building on that success and supporting the development of new PerfectSwell® surf destinations across China."

About American Wave Machines

American Wave Machines, Inc. is the inventor and developer of PerfectSwell® Surf Technology, the patented surf platform powering world-class surf destinations across real estate, hospitality, private club, resort, and commercial surf markets. PerfectSwell® helped pioneer the modern surf park category by delivering the wave surfers want: authentic, repeatable, high-performance surf with the variety, progression, and quality required to drive long-term demand.
 

As the inventor of sequence-based pneumatic surf technology, AWM has built a deeply protected platform backed by over 50 patents worldwide, extensive operating data, and proven destination performance. PerfectSwell® innovations including Split Peaks, A-Frames, Peeling Waves, Air Sections, Barrels, Infinite Ocean, and other signature wave and design capabilities are supported by AWM's robust intellectual property portfolio.

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MSC Cruises is highlighting the breadth of its global cruise offering for Indian travellers, bringing together a wide choice of itineraries, modern ships and onboard experiences designed for guests looking to discover multiple destinations in one seamless holiday.
 

MSC World Asia
 

As demand for new international holiday experiences continues to evolve in India, cruising offers travellers a compelling way to combine destination discovery, entertainment, dining and relaxation, all while unpacking only once. With itineraries including across the Mediterranean, Northern Europe, the Caribbean, Alaska, MSC Cruises provides a broad portfolio of holidays for families, couples, groups of friends and multi-generational travellers.
 

Guests sailing with MSC Cruises can choose from a wide range of experiences on board, including international dining, live entertainment, dedicated kids’ clubs, wellness and fitness facilities, family activities and accommodation options for different travel styles. The line’s exclusive MSC Yacht Club offers a premium “ship-within-a-ship” experience with dedicated areas, 24-hour butler and concierge service, private facilities and elevated comfort.
 

For Indian guests, MSC Cruises offers access to a diverse portfolio of itineraries across five continents, with sailings in some of the world’s most sought-after cruise regions. This global choice is supported by an extensive network of international embarkation ports and fly-cruise options, allowing travellers to select the holiday experience that best suits their plans.
 

Norbert Stiekema, Executive Director Global Sales, MSC Cruises, said, “India is an important market for the future of cruising, with travellers increasingly looking for holidays that combine discovery, comfort, choice and value. MSC Cruises is well placed to meet this demand through our global portfolio of itineraries, modern fleet and onboard experiences designed for international guests. Our focus is to make cruising more relevant and accessible for Indian travellers, while continuing to introduce new ships, destinations and experiences across our global network.”
 

A key example of MSC Cruises’ continued investment in its fleet and guest experience is MSC World Asia, the cruise line’s newest World Class ship, which will sail in the Western Mediterranean from December 2026. The ship will offer seven-night itineraries with calls including Barcelona, Marseille, Genoa, Civitavecchia for Rome, Messina and Valletta during winter 2026/27, followed by summer 2027 sailings to Barcelona, Marseille, Genoa, Naples, Messina and Valletta.
 

MSC World Asia will feature more than 40 bars, lounges and restaurants, international entertainment, dedicated family facilities, wellness spaces and seven onboard districts, each designed with its own atmosphere and experiences. The ship will also include MSC Yacht Club accommodation, a wide range of dining concepts and new venues that reflect the creativity and innovation of MSC Cruises’ World Class ships.
 

Sustainability remains central to MSC Cruises’ long-term vision, with the company committed to reducing the environmental impact of its operations and achieving net-zero greenhouse gas emissions by 2050.
 

About MSC Cruises

Headquartered in Geneva, Switzerland, the privately-owned MSC Cruises is the world’s third largest cruise line and the market leader in Europe with a strong and growing presence in North America.
 

A global cruise brand with 23 modern ships offering cruises across five continents, guests can visit more than 100 countries worldwide with more than 250 destinations, making unforgettable memories and enjoying the finest hospitality.
 

For more information visit www.msccruises.com.

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