Brands
Brands miss a trick with gTLDs as Icann opens digital land grab
MUMBAI: A fresh survey from the Internet Corporation for Assigned Names and Numbers (Icann) reveals that 52 per cent of marketing leaders see serious brand-boosting potential in owning a bespoke top-level domain—but a third haven’t the faintest clue what a gTLD actually is.
Top-level domains (the bit after the dot, like .london, .tech or .love) are about to hit the market again, with Icann gearing up to open its first application window in over a decade come April 2026. But despite the looming gold rush, many brands are snoozing through the starter gun.
Of the 2,000-plus marketers surveyed across eight countries—including the UK, US, China and India—only 19 per cent had ever worked at a firm that applied for a gTLD. Yet once they were told what a gTLD is, a staggering 92 per cent could see the upside. Chief attractions? Brand differentiation (46 per cent), improved trust (45 per cent), tighter online control (44 per cent), and better SEO (44 per cent). In short, more power behind the dot.
Still, roadblocks remain. Cost (31 per cent), ignorance (27 per cent), and tight resources (24 per cent) are keeping the gTLD dream on ice for many. Regional views are anything but uniform: Nigeria (74 per cent) and India (61 per cent) are bullish on the potential, while China is more split—half the marketers there think gTLDs are worth it, the other half call them a waste of money.
This matters. Marketers say standing out online is their top challenge (53 per cent), followed by grabbing the right audience (52 per cent) and keeping up with digital trends (47 per cent). A gTLD—essentially your own walled garden on the Internet—could be a game-changer. Think trust, exclusivity, and a domain that actually means something.
Icann SVP of global domains & strategy Theresa Swinehart says: “The New gTLD Program: Next Round presents an opportunity for businesses, communities, governments, and others to apply to operate their own secure space online, tailored to fit their organization, community, culture, language, and customer interests. Now is also the moment for brands to consider applying for a gTLD, and this research tells us there is still a lack of awareness. Icann can help provide information and raise awareness of the Next Round and the opportunity it presents for global communities, organizations, and businesses, including brands.”
For brands looking to own their digital patch—whether it’s .coffee, .africa or .you—the clock is ticking. And with consumers more sceptical than ever online, trust might just come in three characters or more.
Read the full report: Understanding the gTLD Opportunity for Brands
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.
