Brands
Ambuja Cements seals CCI nod for game-changing Orient Cement buyout
MUMBAI: Adani-backed Ambuja Cements Ltd, one of India’s top cement makers, has laid the groundwork by securing the Competition Commission of India’s (CCI) approval for its acquisition of Orient Cement Ltd. With this regulatory nod, Ambuja is all set to mortar its dominance, brick by brick, as it paves the way for an industry power move that will set its expansion strategy in concrete.
The deal, originally announced on 22 October 2024, involves a major takeover through a share purchase agreement. Ambuja Cements will acquire 7,76,49,413 equity shares, which make up 37.90 per cent of Orient Cement’s existing share capital. An additional purchase of 1,82,23,750 equity shares (8.90 per cent stake) will further bolster its holdings.
But that’s not all—Ambuja is also rolling out an open offer to acquire up to 5,34,19,567 equity shares, representing 26 per cent of Orient Cement’s expanded share capital. The deal values the open offer at Rs 395.40 per share, putting serious weight behind Ambuja’s aggressive acquisition strategy.
The green light from CCI came on 4 March 2025, with the regulator granting unconditional approval under Section 31(1) of the Competition Act, 2002. With no regulatory roadblocks, the cement giant is now positioned to finalise the transaction and accelerate its growth momentum.
Ambuja Cements continues to make bold moves in the infrastructure and building materials sector. By bringing Orient Cement into its fold, Ambuja aims to boost its market presence and production capacity, cementing (pun intended) its leadership in India’s competitive cement industry.
This strategic acquisition reinforces Ambuja’s commitment to expansion and efficiency. With regulatory hurdles cleared, the focus now shifts to execution—expect Ambuja to lay a stronger foundation for growth in the coming months.
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.
