Raj Cooling Launches AGREYAS, Signs Emraan Hashmi as Brand Face

Raj Cooling Systems Pvt. Ltd. has declared the introduction of its new brand of home appliances, AGREYAS, and this is the strategic move of the company in terms of its entering the rapidly growing consumer electronics and appliances market in India. The company has also engaged the services of Emraan Hashmi as the brand ambassador as part of the launch to enhance market presence and form consumer interest.

Raj Cooling Systems, which has a reputation in providing cooling solutions to residential, commercial and industrial market, is currently expanding its portfolio and entering the 1.5 lakh crore home appliances market in India.

Key Highlights

• Raj Cooling Systems launches the home appliances brand AGREYAS in India.
• Emraan Hashmi joins AGREYAS as the brand ambassador.
• The company plans a $10 million initial investment to expand the brand.

As a company, the intention of using AGREYAS is to build a good brand presence in the consumer appliances market through provision of technology-based and affordable products that can cater to the needs of households in the modern world.

AGREYAS product line will consist of air conditioners, washing machines, and geysers, based on the energy efficient approach, incorporation of smart technology, and utilitarian design. Although the brand will exist as a consumer-facing identity on its own, it will use the current manufacturing capacity, strengths in research, and mastery over the industry of Raj Cooling Systems in an effort to expand operations successfully.

Zoommantra productions are producing the launch campaign, which is creatively directed by Rohit Roy.

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According to founder and chairman, Kalpesh Ramoliya, the brand is an expression of the long term dream of the company to grow in the consumer electronics business in India. The company will invest in product development and technology of 10 million dollars at the start of the growth, and the company will invest an extra 5 million dollars between the next three and five years.

AGREYAS products will be sold online, at the retail stores, and dealer network in both urban and semi-urban markets and this will facilitate the wide market coverage as the brand expands its operation in the country.