Brands
Detailing Mafia showcases car care tech at Automechanika
Brand unveils UltrashieldX film and outlines global franchise push
NEW DELHI: The Detailing Mafia rolled into Automechanika New Delhi 2026 with polish, protection and a clear plan for growth, using the industry showcase to highlight its system-driven detailing model and next-generation car care technology.
The fast-growing detailing franchise network is exhibiting at Booth E50 in Hall 02 at the Yashobhoomi Convention Centre, where the three-day event is being held from 5 to 7 February. Visitors to the stand can watch live demonstrations, take part in technical walkthroughs and explore franchise opportunities through one-on-one discussions.
At the centre of the display is UltrashieldX Paint Protection Film, the company’s in-house surface protection solution that comes with a 10-year warranty. The product is used exclusively across The Detailing Mafia’s studios, with the brand retaining control over installation methods, application processes and service standards.
The Detailing Mafia CEO Kunal Sethi, said the detailing industry is entering a decisive phase where customers demand durable, high-quality solutions that meet global benchmarks. He added that the company aims to open 200 new studios by 2027 across India and select international markets as part of its expansion strategy.
The Detailing Mafia currently operates more than 220 studios worldwide, built around standardised operating procedures, training programmes, audits and certifications. Franchise partners also receive marketing support designed to drive steady growth and brand visibility.
Innovation remains central to the company’s pitch. Its latest UltrashieldX range has been developed in collaboration with Lubrizol, a global manufacturer of TPU materials used in protective films.
Automechanika New Delhi offers the brand a chance to connect with industry professionals, explore partnerships and promote its international detailing certification programme. Entrepreneurs who book franchises during the event are also being offered special limited-time deals.
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.
