Brands
Asian consumers want brands to align with relatable social causes: Kantar
MUMBAI: As per a report titled ‘Purpose in Asia’ from Kantar, consumers in Asia want brands to align with issues that matter to them. The report finds that people favour brands that engage in social issues – provided these are the causes that matter to them personally.
“Nine in ten consumers in the region want brands to get involved in the issues they care about, meaning that an authentic brand purpose is now an expectation as opposed to a bonus,” the report reads.
“Aligning with the issues that matter to consumers also makes business sense. 60 per cent of people questioned said they were more likely to buy brands aligned with their views, and the same number said they would be happy to pay ‘a little more’ for brands with sustainability credentials,” it adds.
The study also reveals a disconnect between the causes that dominate global media and international brand campaigns, and the issues that matter to consumers in Asia. While climate change and gender equality were the two high-profile issues most likely to be seen by people, causes closer to home mattered most to them personally, such as health and wellbeing, or ending poverty. These two topics appeared within the five most important issues for all countries questioned and appeared alongside issues such as quality education and hunger in emerging markets, and decent work and economic growth in developed markets.
The report also mentions that consumers in Asia are quick to challenge brands that outwardly supported a cause, but at the same time have problems with their own business practices. “Developed markets were more skeptical of brands’ involvement. Only 33 per cent of Australians felt that brands were able to authentically engage with issues, in comparison to India where 74 per cent perceived it as trustworthy brand activity,” it states.
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.
