Mumbai: Raj Cooling Systems Pvt. Ltd. has announced the launch of AGREYAS, a new consumer appliances brand, marking its entry into India’s rapidly expanding home appliances market.
With the new brand, the company aims to tap into the Indian consumer appliances sector valued at over ₹1.5 lakh crore, while diversifying beyond its traditional cooling solutions portfolio across residential, commercial and industrial applications.
As part of its national expansion strategy, the company has appointed Bollywood actor Emraan Hashmi as the brand ambassador for AGREYAS, aiming to enhance brand visibility and strengthen consumer connect. The association has been executed under the banner of Zoommantra Productions, with actor-director Rohit Roy contributing his creative vision to the brand’s communication.
AGREYAS will offer a range of mid-premium home appliances, including air conditioners, washing machines, geysers and other white goods, targeting the growing demand for energy-efficient and technologically advanced home solutions among Indian consumers. The launch also reflects a strategic evolution for Raj Cooling Systems as it leverages its existing manufacturing, research and development and engineering capabilities to build a dedicated consumer brand.
Commenting on the launch, Kalpesh Ramoliya, Founder and Chairman of Raj Cooling Systems Pvt. Ltd., said, “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 that the brand has been developed as a standalone identity to cater to the changing demands of Indian consumers.”
Speaking about the association, Emraan Hashmi said, “I’m looking 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. I see myself associated with this brand in the days to come.”
To support the brand’s development and expansion, Raj Cooling Systems plans to invest $10 million initially, followed by an additional $5 million over the next three to five years toward expanding product lines and strengthening its distribution network.
AGREYAS will adopt a multi-channel distribution strategy, including online platforms, retail outlets and dealer networks, targeting consumers across urban and semi-urban markets in India. The company stated that the new brand will operate as a standalone entity focused exclusively on the consumer appliance segment as it builds its presence in the competitive home appliances space.
