MAM
Keshav Chandorkar to head rural marketing function at Carat Fresh
MUMBAI: Aegis Media’s Carat Fresh Integrated has launched its rural marketing vertical with KeshavChandorkar who comes in as National Head- Rural Marketing.
He will report to Carat Fresh Integrated VP Sampat Shenoy.
Chandorkar’s previous stint was as Dun and Bradstreet National Manager Rural Marketing. Prior to that, he was at rural marketing firm Linterland for nearly a decade.
Aegis Media South East Asia CEO and India Chairman Ashish Bhasin said, “Rural marketing, in a country like India, is probably the most important aspect for several marketers but is often ignored due to the lack of knowledgeable and professional agencies. Having worked on several rural brands myself, including the launch of Wheel by HUL, and having established Linterland from scratch, my learning is that rural marketing has an almost endless potential for our clients, particularly when urban markets are slowing down.”
Shenoy said, “In Keshav, we have a seasoned media professional with huge experience in the rural sector. His experience will help us in further strengthening our rural operations and in expanding our reach.”
Chandorkar said, “I wish to explore all growth possibilities and aspire to expand our presence to make it stronger in the years to come.”
He has around 17 years of experience in activation, profit centre management, key accounts management, rural marketing and strategy planning. His other stints during his career include Dr. Jain Video on Wheels and Selvel.
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.
