MAM
Rajiee Shinde returns as CEO to lead PTC Entertainment’s next chapter
MUMBAI: Lights, camera, comeback! Rajiee M. Shinde, one of Indian media’s most formidable forces, is back in the director’s chair at PTC Entertainment. Effective 1 August 2025, she takes charge as chief executive officer, reporting directly to Sukhbir Singh Badal, the promoter of PTC Network. And yes, this isn’t just a reunion; it’s a reinvention.
Known for her razor-sharp programming instincts and a CV that reads like a greatest hits album, Shinde helped catapult PTC Punjabi to the No. 1 spot during her earlier nine-year stint from 2008 to 2018. Now, she’s back for the sequel with a vision that’s bolder, more global, and unmistakably desi.
A Dadasaheb Phalke Film Foundation Award winner, Shinde brings with her over two decades of experience across content, music and entertainment businesses. She previously launched Showbox for IN10 Media, headed Epic Channel India as president, and helmed ETC Punjabi at Zee, where she pioneered India’s first Punjabi music channel. In recent years, she’s led Sai Mehar Media and served as CEO of Wild Music Records.
Her new innings at PTC will involve scaling up original programming, unlocking new digital strategies, and tapping into international viewership all while keeping the core audience firmly at heart. She will operate out of both Mohali and Gurugram.
“Rajiee’s return marks an exciting new chapter for PTC Entertainment,” said a source close to the network. “She brings not just leadership but legacy and she’s already proven that she knows how to win audiences across borders and platforms.”
Shinde’s appointment also signals PTC’s intent to double down on regional content with global ambition, at a time when vernacular storytelling is commanding centre stage in Indian entertainment. From boardrooms to backlots, she’s set to steer the brand through a new era of digital disruption, international expansion, and audience-first content innovation.
And if her track record is anything to go by, she’s not just holding the mic, she’s about to drop it.
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.
