Raj Cooling Systems a cooling solutions producer for home, business, and industrial applications, recently introduced its new brand AGREYAS to enter the expanding Indian consumer appliances market.
The company aims to enter the Indian consumer appliances market, which extends beyond Rs. 1.5 lakh crore, while diversifying its business operations beyond its existing cooling solutions products.
As part of its national expansion strategy, AGREYAS has appointed Bollywood actor Emraan Hashmi as the brand ambassador to enhance brand visibility and strengthen consumer connection. The association has been executed under the banner of Zoommantra Productions, with actor/director Rohit Roy lending his creative vision to the brand’s communication.
AGREYAS will provide mid-premium air conditioners, washing machines, geysers and white goods to meet the rising need for energy-efficient and modern home appliances that use advanced technology in India. The launch represents a strategic evolution for Raj Cooling Systems because it enables the company to establish a separate consumer brand through its existing manufacturing, research and development, and engineering capabilities.
Medianaews4u.com caught up with Kalpesh Ramoliya Founder, Chairman Raj Cooling Systems.
Q. The company aims to enter the Indian consumer appliances market with AC, washing machines, geysers. What is its USP going to be in a competitive category?
Raj Cooling Systems USP lies in delivering practical innovation with an emphasis on designing products that are user-friendly. For washing machines, we offer both budget-friendly semi-automatic models and fully automatic models with premium features that include glass lids and intuitive pictorial controls for effortless use for everyone.
The geysers utilize compact, space-saving instant models that feature precisely controlled temperature settings to provide consumers with added convenience and efficiency. Air purifiers equipped with built-in air conditioning systems not only cool the space but also enhance indoor air quality, offering a healthier environment for consumers than standard units.
Q. For 2026, what goals have been set, and what is the game plan to get there in terms of new product launches, targeting the right markets?
Our goal for 2026 is to establish AGREYAS as a strong, recognizable home appliance brand that will be known for producing long-lasting, easy-to-use & affordable consumer electronics and appliances. We plan to strengthen our portfolio by including several key categories like air conditioning units, washing machines & geysers.
These categories will enable us to simplify daily life, which we believe is essential in creating product loyalty. We will build brand trust through investment in product quality, as well as expanding our distribution channels (both by utilizing digital media and by developing a solid dealer network) in our target markets.
Q. What does Emraan Hashmi bring to the table as Brand Ambassador of ‘AGREYAS’?
Emraan Hashmi brings a one-of-a-kind identity and magnetic personality to create a compelling fit with our cutting-edge and stylish home appliance products. Known for his individuality and unique aura, which embodies our desire to differentiate ourselves from others in an increasingly competitive marketplace.
His association helps us communicate confidence, a modern living appeal, and a differentiated image through his presence, as do our innovative products, such as compact instant geysers and integrated air conditioning systems featuring air purification technology.
Q. What marketing activities and innovations can we expect in the coming months?
Our digital presence is already getting stronger with more marketing programs on different output channels to create cohesive brand experiences through the use of feelings/stories/information & knowledge. In the next few months, our primary focus will be to launch new products with smart, practical features, with supporting digital campaigns (versatile storytelling) and digital activity (programmatic advertising).
We will continue building consumer awareness through creating a product-based technology through content and have continued improvements for our product development strategies regarding how easy they are to work/use and how reliable and convenient they are for homes in India.
Q. What will the media mix look like and how important will digital be?
Our media mix will follow a balanced 50–50 approach, combining strong offline distribution with a robust digital strategy. In terms of offline, we will be growing our dealer/distributor network and appliance retailer channel (HVAC) through collaboration with builders, supported by strong in-store branding.
In parallel, the digital media will provide the necessary visibility and engagement through platforms such as Instagram, Facebook, and YouTube, as well as Google Ads, SEO, and presence in marketplaces like Amazon and Flipkart.
Q. How will AGREYAS work with influencers to get the message out there?
We are going to partner with home, lifestyle, and interior design influencers to effectively introduce AGREYAS to relevant audiences. The face of our brand, Emraan Hashmi, will be at the helm of this campaign, supported by creators who exemplify contemporary comfort and smart living.
Additionally, we will create strong visibility for our brand and connect organically with premium homebuyers; our communication will touch consumers looking for stylish, convenient, and technologically savvy solutions in home appliances.
Q. How will leveraging AI help the company meet the rising need for energy-efficient and modern home appliances that use advanced technology in India?
Leveraging AI will play a key role in satisfying people’s increasing need for energy-efficient and contemporary home appliances in India. We are concentrating our efforts on enhancing appliance efficiency with smart temperaoptimizatiosation and adaptive performance capabilities, while adding energy monitoring functions that encourage responsible energy usage.
AI also provides us with predictive maintenance tools to improve our service support and tools to support demand forecasting and personalization so we can develop better, more intelligent and intuitive appliances based on our customers’ changing demands.
Q. Will the theme of sustainability be important in marketing activities done?
Our marketing strategy includes sustainability as a fundamental part of our business model. We are committed to making energy-efficient appliances that reduce energy consumption and provide high levels of performance.
We manufacture our appliances using materials that will last long and can be recycled, reducing the amount of waste and extending the useful life of our products. By developing products designed for longevity, we help lower our negative effect on the environment. Sustainability is not only a tagline in our marketing but also an integral part of how we operate.
Q. The aim for Raj Cooling Systems is to become synonymous with superior cooling technology, setting new benchmarks for performance and sustainability. How will marketing activities done reflect this?
Our marketing activities will strongly reflect our vision of becoming synonymous with superior cooling technology by placing the majority of our emphasis on performance-driven marketing strategies that convey our products’ capabilities through actual work examples; highlighting innovative, technology-driven stories that demonstrate our advancements; and providing real product demonstrations that will provide proof-based marketing credibility.
Our marketing strategies will allow us to utilise our heritage while also being seen as a progressive brand; therefore, integrating sustainable performance and innovative advancements creates new standards of both trust and performance.
Q. Has the Summer period expanded and if so will marketing activities be expanded over a longer period compared with the past?
The summer season in India is starting earlier and lasting longer than usual, which has an immediate impact on consumer demand.
We are adjusting our marketing calendar to match this change; we will launch our activities sooner and maintain them longer, thereby providing our brand with consistent visibility before, during and after the peak summer season, allowing us to capture demand effectively during the extended summer season and also remain relevant for the entire period.
Q. How will the company approach B2B marketing to strengthen relationships with distributors, retail outlets?
Our B2B approach is through the establishment of strong and enduring relationships with both our distribution and retail partners. We will accomplish this with continuous training programs, comprehensive marketing plans, and compelling incentives to provide for mutual business growth. In addition, we will also use digital lead generation as a method of supporting our partners’ expansion into new business opportunities.
Ultimately, we want to create an image of AGREYAS being a profitable, trustworthy, and dependable brand amongst all of our channel partners.
Q. Are geo political tensions in the Middle East a challenge for the company and the categories that it operates in?
Ongoing geopolitical problems in the Middle East appear to be under control and are projected to have minimal effect on our future development over time. We have been converting our exporters to support many more countries instead of focussing on just one location.
Also, we have a very strong domestic consumer base providing support for overall demand. Finally, our supply chain allows us as a whole to change rapidly based on changing global conditions, providing our businesses continued continuity and stability across multiple product lines.
