MAM
CredAvenue onboards Karanpreet Bindra as CMO
Mumbai: Debt markets platform CredAvenue has brought on board former Rupeek executive Karanpreet Bindra as its chief marketing officer. He will be based out of Bangalore and report directly to Gaurav Kumar.
In his current role, Bindra will oversee the entire gamut of digital, product and brand marketing at CredAvenue for both the enterprise and the B2C businesses.
He will also be responsible to look after the company’s global brand strategy, digital marketing strategy and innovation, product marketing strategy, and incubation of a consumer business. As CMO, Bindra will define a digital-first path for all marketing efforts at CredAvenue, said the statement.
“Bindra has a clear vision for the future of marketing and innovation and can build a strategic team to execute the vision at CredAvenue,” said Kumar. “He is an all-rounder veteran who also has an entrepreneurial bent and we do foresee that the team and the brand will flourish under his guidance.”
Prior to joining CredAvenue, Bindra worked at Rupeek as head of marketing. He was also associated with Marico for close to seven years and was a group ex-pat based out of Dubai. He also had stints with Akzonobel, and Future Brands.
As a growth specialist for over 15 years, Bindra has experience working with multiple seasoned brands ranging from FMCG, fintech, personal care, and paints across a wide geography in India and the Middle East.
“This is an interesting juncture for the overall fintech space and CredAvenue in specific. The addressable market size, a global mandate, a profitable business model, the CEO’s vision, and the quality of talent within the leadership team is a great combination,” said Bindra on his new role.
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.
