New consumer appliances brand aims to tap India’s Rs 1.5 lakh crore market
Raj Cooling Systems has launched a new consumer appliances brand, Agreyas, as part of its strategy to expand beyond industrial cooling solutions and tap into India’s rapidly growing home appliances market.
The company also announced that Bollywood actor Emraan Hashmi has been appointed as the brand ambassador to boost visibility and strengthen engagement with consumers across the country.
With the launch, Raj Cooling Systems aims to enter the Indian consumer appliances market, estimated to be worth over Rs 1.5 lakh crore. The new brand will offer a range of mid-premium products including air conditioners, washing machines, geysers and other white goods designed to meet the growing demand for energy-efficient and technologically advanced home appliances.
According to the company, the launch represents a strategic step to diversify its business while leveraging its existing capabilities in manufacturing, engineering and research and development.
“The launch of Agreyas aligns with our vision to build a strong presence in the Indian consumer electronics and home appliances market,” said Kalpesh Ramoliya. He added that the brand has been created as a standalone identity aimed at addressing the evolving needs of Indian consumers.
Commenting on the partnership, Emraan Hashmi said he looked forward to associating with the brand at a time when Indian consumers are increasingly seeking innovative and high-quality home products. He noted that the brand’s focus on innovation, functionality and ease of use reflects changing consumer preferences in the appliances segment.
The company plans to invest about $10 million initially for the development and growth of the brand, with an additional $5 million to be deployed over the next three to five years to expand product lines and strengthen distribution networks.
Agreyas will adopt a multi-channel distribution strategy covering online platforms as well as offline retail through dealers and distributors, targeting both urban and semi-urban markets across India.
The company said the new brand will operate independently from its existing cooling solutions portfolio, with a dedicated focus on the consumer appliances segment.
