MAM
Vanita Keswani exits Madison Media Sigma after 30 years
CEO bids farewell to Madison to begin independent venture
MUMBAI: After three decades of building brands, businesses and bonds, Vanita Keswani is stepping down as CEO of Madison Media Sigma and moving on from Madison World to begin an independent entrepreneurial chapter.
In a heartfelt note announcing her departure, Keswani reflected on her 30 year journey, writing, “They say time flies, but looking back at the last three decades, it feels more like time has built so much.” As she “steps out of the doors of Madison as an employee”, she says she leaves with “a trove of cherished memories and relationships”.
Keswani joined Madison in 1995 as an account manager on the Coca Cola business and steadily rose through the ranks. From account director on Godrej Consumer to business director and general manager, she went on to become COO in 2012 and was elevated to CEO in 2015. Over the last decade at the helm, she managed P and L, led the core business development and training teams, drove digital growth and championed media innovation aligned to client KPIs.
Her tenure saw significant new business wins and strong organic growth across existing accounts. Under her leadership, teams secured a gamut of media innovation awards across platforms including Emvies, Abby, Prime Time, OAC and Golden Mikes. She was also recognised among the top 50 most influential women in media by Impact magazine.
In her farewell message, Keswani thanked the “soul of the organisation” for its culture of transparency and growth. She acknowledged mentors who offered “tough love and honest feedback”, and teams who navigated midnight crises and midday celebrations alike. She also expressed gratitude to industry and media partners, noting that many professional associations evolved into genuine partnerships over time.
Before Madison, Keswani spent nearly four years at Bennett Coleman and Co. Ltd, part of the Times Group, where she worked across sales, marketing and product roles, including with Femina and Filmfare, and was involved in early radio brand initiatives at Times FM.
A marketing MBA from Times School of Marketing and a psychology graduate from Indraprasth College for Women, Keswani has also completed leadership programmes at ISB and with global coaches, and has been a regular panelist and visiting faculty member at industry and academic forums.
“I am leaving a piece of my heart here, as I take with me the lessons of a lifetime,” she wrote, adding that she is excited to apply her learning to her independent entrepreneurial work.
For Madison Media Sigma, it marks the end of an era. For Keswani, it appears to be the start of another.
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
