Brands
Cumin Co rises to the occasion with new bakeware and Pooja Dhingra
MUMBAI: Baking in India just got its biggest rise yet and this time, it’s not coming out of an oven but from a homegrown brand betting big on design, science and a dash of star power. Cumin Co, India’s first patented, 100 per cent toxin-free enamel cast iron kitchenware brand, has officially stepped into the bakeware arena, whisking in Pooja Dhingra as the face of its porcelain-grade ceramic and enamel cast iron collection.
For a country where home baking has exploded into a full-blown cultural movement, the category has long lacked products built specifically for Indian kitchens. Cumin Co’s new launch attempts to plug that gap and power a major growth leap. The company is targeting a Rs 100 crore ARR by next year, backed by material innovation, category expansion and rising consumer demand for toxin-free, high-performance kitchenware. With India’s bakeware market currently pegged at $100 million, the brand is aiming to capture 10 per cent of the segment within 2–3 years.
At the heart of the launch is a collection engineered for the pressures and peculiarities of Indian cooking. The porcelain-grade ceramic bakeware promises exceptional heat distribution, easy release, and resistance to stains, oils and lingering aromas, all pain points for Indian bakers battling compact ovens and flavour-heavy recipes. Meanwhile, the four-layer enamel cast iron range, which includes a Braiser and Bread Oven, is crafted for superior heat retention, even crusts and consistent baking outcomes, whether you’re tackling gratins or trying your hand at artisanal sourdough.
But the most flavourful ingredient in the mix is Pooja Dhingra. As India’s most influential baking voice, her presence lends emotional heft and industry credibility to a category that is equal parts technical craft and nostalgic comfort. For millions who learnt to bake with her recipes, reels or cafés, she represents both aspiration and authenticity, a cultural shorthand for everything warm, sweet and home-made.
Co-founders Niharika Joshi and Udit Lekhi say the expansion was born out of necessity. “Indian homes have embraced baking like never before, yet the tools have not kept pace. Most bakeware today isn’t designed for Indian ovens, Indian ingredients or the intensity of Indian cooking routines,” they said. “This collection is our answer to that gap. And having Pooja on board deepens this mission, she embodies the emotional connection, creativity and cultural evolution that baking now holds in Indian households.”
With its patented materials, toxin-free promise and design built around real Indian cooking behaviour, Cumin Co is positioning itself not just as a bakeware challenger but as a full-stack, innovation-led kitchenware ecosystem. If all goes to plan, the brand won’t just rise, it might help India’s entire baking culture rise along with it.
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.
