Actor Emraan Hashmi has been roped in as the brand ambassador for AGREYAS, a newly introduced consumer appliances label launched by Raj Cooling Systems. With this move, the company is stepping into India’s rapidly expanding home appliances sector while broadening its business beyond its established cooling solutions portfolio.
Raj Cooling Systems, known for producing cooling systems for residential, commercial, and industrial spaces, unveiled AGREYAS as its dedicated consumer-focused brand. The new label is expected to cater to the home appliances segment with products including air conditioners, washing machines, and geysers.
The collaboration with Emraan Hashmi has been facilitated under the banner of Zoommantra Productions. Actor-filmmaker Rohit Roy has also contributed to shaping the brand’s communication strategy as part of the association. AGREYAS aims to position itself in the mid-premium category, with a focus on appliances that combine modern technology with energy-efficient performance. While operating as a separate consumer-facing brand, it will benefit from the manufacturing infrastructure and research expertise developed by Raj Cooling Systems over the years.
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Speaking about the brand’s launch, company founder and chairman Kalpesh Ramoliya stated that the introduction of AGREYAS aligns with the organisation’s broader ambition to build a strong footprint in India’s consumer electronics and home appliances industry. He further explained that the brand has been designed as an independent identity intended to meet the evolving expectations of modern Indian consumers.
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Commenting on his association with the brand, Emraan Hashmi shared that he was pleased to collaborate with AGREYAS at a time when consumers in India are increasingly seeking innovative and reliable home products. He added that the brand’s emphasis on innovation, functionality, and user-friendly design reflects the changing preferences of buyers and expressed optimism about a long-term association with the company.
AGREYAS products are expected to reach customers through a combination of e-commerce platforms, retail outlets, and an extensive dealer network across urban as well as semi-urban regions in India.
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