Brands
Bisleri named official hydration partner for Tata Mumbai Marathon 2026
MUMBAI: Bisleri is back on the road with Mumbai’s biggest run. The packaged drinking water major has renewed its role as official hydration partner for the 22nd edition of the Tata Mumbai Marathon 2026, strengthening its long-running association with India’s flagship distance-running event.
The partnership will see Bisleri roll out hydration support across the marathon route, with 20 hydration stations and four mist zones designed to keep runners cool and fuelled through the grind. The brand will also launch limited-edition bottles featuring Indian athletes Bhagirathi Bisht, Anish Thapa and Nirmaben Thakor, blending sport, inspiration and visibility on race day. Actor and fitness enthusiast Nikita Dutta is set to join the run, adding star power to the course.
Sustainability will run alongside stamina. Bisleri will set up three motivation zones focused on plastic reusability, install benches made from recycled plastic and deploy 90 plastic collection bins across the venue to support waste segregation and recycling.
“The Tata Mumbai Marathon captures the city’s relentless energy,” said Tushar Malhotra, director, sales and marketing at Bisleri International. “Hydration is central to endurance and performance. Our nine-year association with Procam Group and the marathon reflects our commitment to championing fitness, while celebrating elite Indian runners through limited-edition packs.”
Bisleri’s continued presence across sporting properties underscores its broader push to promote health, fitness and responsible consumption, particularly among young consumers.
As tens of thousands hit the streets, the message is clear: in a race powered by grit and sweat, hydration is not an accessory — it is the engine.
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.
