Brands
Deepa Krishnan takes charge as marketing head at Edelweiss AIF
MUMBAI: Edelweiss Alternate Asset Advisors has roped in seasoned marketer Deepa Krishnan as its new head of marketing, marking a notable leadership addition as the firm sharpens its focus on real estate-led alternate investments.
Announcing the move, Krishnan called it a “new beginning in 2026”, saying she looks forward to driving disproportionate growth for Edelweiss’s real estate business. The appointment brings a consumer-first marketing lens to a space that is increasingly courting sophisticated investors with sharper storytelling and stronger brand recall.
Krishnan joins Edelweiss after a high-profile stint at Hyatt Hotels Corporation, where she served as head of marketing for India and South West Asia. During her tenure, Hyatt clocked double-digit growth, strengthened its presence in key segments such as MICE, weddings and food and beverage, and emerged as the most followed hospitality brand in India on social media. She also helped lift loyalty contribution to topline by 10 per cent, blending brand-building with measurable business impact.
Before Hyatt, Krishnan spent over four years at Starbucks India, where she headed marketing, category, loyalty and digital. Her time there coincided with rapid expansion, with the store network tripling in four years and loyalty-led customer acquisition growing at 20 per cent year on year.
Her earlier career spans leadership roles at Kantar, Idea Cellular and Diageo India, along with a long consulting innings at The Futures Company, advising global giants on strategy, innovation and consumer trends across Asia. She began her professional journey at Godrej Appliances, working on marketing and new product development, including the launch of Godrej’s first rural refrigerator.
With experience cutting across FMCG, hospitality, telecom and now alternate assets, Krishnan brings a rare mix of brand craft and growth discipline. At Edelweiss Alternate Asset Advisors, that blend is likely to be put to work as the firm looks to stand out in a crowded and increasingly brand-conscious investment landscape.
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.
