Raj Cooling Systems Pvt. Ltd. has launched the new brand AGREYAS to enter the Indian consumer appliances market (air conditioners, washing machines, geysers, etc.), signing actor Emraan Hashmi as its brand ambassador.
The collaboration was executed by Zoommantra Productions, with creative vision from actor/director Rohit Roy.
The company, acknowledged for residential, commercial and industrial cooling systems, said it will focus on appliances such as air conditioners, washing machines and geysers.
Through AGREYAS, the
company plans to
expand beyond its
existing cooling
solutions portfolio and
tap into India’s
consumer appliances
sector, which it
estimates to be valued at over INR 1.5 lakh
crore.
The AGREYAS portfolio will include mid-premium appliances positioned around
energy efficiency and
technology features.
The company said the
brand will function as a separate consumer-focused identity while
leveraging Raj Cooling
Systems’ existing
manufacturing and
research capabilities.
According to Kalpesh Ramoliya, founder and
Chairman, Raj Cooling Systems
The launch of AGREYAS is in line with the
company’s vision to
establish a strong
presence in the Indian
consumer electronics and home appliances
market. Kalpesh
Ramoliya further said the brand has been
developed as a
standalone identity to
cater to the changing
demands of Indian
consumers.”
As per Emraan Hashmi on his association with AGREYAS, Emraan
Hashmi said he looks forward to working with AGREYAS at a time
when Indian consumers have an ever-growing desire for good and innovative home products. The values of
Innovation, functionality,and ease of use associated with this brand
reflect the changing
consumer behavior. He has been ssociated with this
brand in the days to
come.
Meanwhile Raj Cooling Systems has planned an investment of $10 million for the brand’s development, with an additional $5 million expected to be invested over the next three to five years for product development and distribution expansion.
The company plans to distribute AGREYAS products through a mix of online channels, retailers and dealer networks across urban and semi-urban markets.
News Edit KV Raman
