National, March 18, 2026: Raj Cooling Systems Pvt. Ltd., a prominent manufacturer of cooling solutions for residential, commercial, and industrial applications, has announced the launch of its new consumer appliances brand, AGREYAS, marking its strategic entry into India’s rapidly growing home appliances market.
With the Indian consumer appliances sector estimated to exceed INR 1.5 lakh crore, the move signals the company’s intent to diversify beyond its core cooling solutions business and establish a strong foothold in the broader electronics and white goods segment.
As part of its national expansion strategy, the company has appointed Bollywood actor Emraan Hashmi as the brand ambassador for AGREYAS. The collaboration aims to boost brand visibility and build a deeper connection with consumers. The campaign has been executed under Zoommantra Productions, with creative direction by Rohit Roy.
AGREYAS will offer a range of mid-premium home appliances, including air conditioners, washing machines, geysers, and other white goods. The brand is positioned to cater to the rising demand for energy-efficient, technologically advanced, and modern household solutions in India.
Commenting on the launch, Kalpesh Ramoliya, Founder and Chairman of Raj Cooling Systems Pvt. Ltd., said the introduction of AGREYAS aligns with the company’s long-term vision to build a strong presence in the Indian consumer electronics space. He added that the new brand has been developed as a standalone identity to address evolving consumer needs and preferences.
Speaking on his association, Emraan Hashmi said, “I’m looking forward to working with AGREYAS at a time when Indian consumers are increasingly seeking innovative and reliable home solutions. The brand’s focus on innovation, functionality, and ease of use reflects changing consumer expectations.”
To support the brand’s development, the company has announced an initial investment of $10 million, with an additional $5 million planned over the next three to five years toward product development and strengthening its distribution network.
AGREYAS plans to adopt a multi-channel distribution strategy, including online platforms, retail outlets, and dealer networks, targeting both urban and semi-urban markets. The company also confirmed that its existing product lines will continue independently, with a dedicated focus now on expanding its consumer appliances portfolio.
About AGREYAS:
AGREYAS is a consumer appliances brand launched by Raj Cooling Systems Pvt. Ltd., offering products such as air conditioners, washing machines, and geysers. The brand is focused on delivering energy-efficient, reliable, and technology-driven solutions tailored for modern Indian households.
