Brands
Aashirvaad honours mothers with soulful Durga Puja tribute
MUMBAI: When it comes to Durga Puja, Aashirvaad is kneading more than just flour, it’s stirring emotions too. India’s leading packaged atta brand has launched ‘Matri shakti bondona,’ a tribute to mother’s many forms and energy, a special video song sung by National Award-winning vocalist Iman Chakraborty. The moving track celebrates the strength of mothers while drawing parallels with the divine energy of Maa Durga.
The film flows seamlessly from everyday scenes of care and resilience to the vibrant sounds of dhaak and shankha, blending festive spirit with heartfelt storytelling. It’s an ode not just to goddesses in temples but to every ‘Maa’ at home.
Adding a digital spin, Aashirvaad has also unveiled a one-of-a-kind experience where users can craft personalised musical tributes. By entering their mother’s name, photos and cherished qualities, families can generate a customised video and song, voiced by Chakraborty herself, a keepsake as timeless as the bond it celebrates.
“Durga Puja is the heartbeat of Bengal, and Aashirvaad has always been part of the traditions that bring families together. This campaign honours every mother as Maa Durga herself, using music and technology to make celebrations even more personal,” said ITC Ltd, bu chief executive- staples, Anuj Rustagi.
The tribute will also echo across West Bengal with celebrations in 13 pandals spanning Kolkata, Howrah, Durgapur, Asansol and beyond. For those wishing to strike the perfect note for their own Maa, the creation journey awaits at aashirvaaddurgapujo.com.
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.
