MAM
IPL 2022: Ather Energy partners with Gujarat Titans
Mumbai: Ahead of the 15th season of the Indian Premier League (IPL), homegrown electric scooter manufacturer Ather Energy has announced a multi-year partnership with the newly formed IPL Ahmedabad franchise- Gujarat Titans, as the principal partner. The strategic partnership starting from this season will see the Ather Energy brand on the front of the Gujarat Titans’ official team jerseys.
This partnership with IPL’s Gujarat franchise will help the brand enhance its awareness, build credibility, and trust, it said in a statement.
As one of the two newest teams to join the league, Gujarat Titans has been actively building the squad, coaching and managing the team. Hardik Pandya has been appointed as the team’s captain, with spin wizard Rashid Khan and young batting talent Shubman Gill also selected as squad members.
“Being relative newcomers in our respective fields, what binds us are shared values of fearlessness and positivity, and a hunger to make a difference in our highly competitive environments,” said Ather Energy chief business officer Ravneet Singh Phokela. “The scale and reach of IPL provide a great platform for us to rapidly drive awareness and familiarity for the brand across the country, as we expand our geographic footprint. But beyond just reach numbers, the IPL has the unique advantage of being a sporting event whose appeal cuts across age and gender boundaries, engaging the entire household. This gives us the opportunity to introduce our scooters to a larger audience and accelerate the adoption of EVs across the country.”
In the recently concluded IPL auction, the Gujarat Titans team have roped in leading cricketers such as Mohammed Shami, Jason Roy, Lockie Ferguson, David Miller and Vijay Shankar. The cricket team management will be led by Vikram Solanki, who will hold the position of director of cricket, with Ashish Nehra as the head coach. Gary Kirsten will act as the Titans’ mentor and batting coach.
“The blend of youthfulness and strategic thinking that Ather Energy projects resonates with us as a team as we embark on a journey with youthful spirit and determination in mind to make our mark in the league. We hope to work together with great synergy to achieve our goals,” said Gujarat Titans chief operating officer Colonel Arvinder Singh.
Ather Energy has registered a 20 per cent month-on-month sales growth over the past year, according to the company. To cater to the growing demand, the brand is expanding its retail presence across the country. Currently, the company has 30 experience centres (retail outlets) across India, and by March 2023, it plans to open 150 experience centres in 100 cities, it stated.
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.
