Brands
Life by Follis premium teas arrive in India
Mumbai: Europe’s exquisite tea maestro, Life by Follis, has arrived in India, offering a fusion of unparalleled taste, ethical sourcing, and innovative flavours that will redefine your cup. Get ready to embark on a flavour adventure with 11 exquisite offerings. From the iconic Including innovative flavours such as iconic Sparkling Strawberry, sweet Raspberry Cream, exotic Coconut Pineapple, and the captivating Orange Rosemary, there’s a taste sensation waiting for every palate. Targeted at the discerning customer and trade, the brand aims to build a robust presence across categories in the country.
Life by Follis handpicks only the finest Nilgiris leaves, meticulously curated for an experience that transcends borders. Formulated in Sweden, Europe, their teas are a symphony of tradition and innovation, promising a journey with every sip.
The brand boasts complete transparency, tracing each leaf from plant to cup. Their commitment to organic and Fairtrade practices ensures you get not just the best tea, but also you’re supporting ethical sourcing and empowered tea communities in the Nilgiris. The brand carries certifications for both Organic and Fairtrade practices.
Founder Håkan Kjellström expressed the excitement about launching these exceptional teas in India, saying, “We are thrilled to introduce our premium tea collection to the vibrant and diverse market of India. Our commitment to quality and innovation aligns with the rich tea culture of this nation. It’s our strong belief that Life by Follis will add to the Indian tea segment. Life by Follis is very strong on sustainability and all our teas are certified Organic & Fairtrade. Life by Follis will be the largest double-certified tea brand in India. We aim to focus on the premium segment and intend to start with online channels and from there move ahead to HoReCa and FMCG.”
BRDG Group director Magnus Toveberg said, “We are elated to bring the authentic flavours of our Swedish tea brand ‘Life by Follis’ to the vibrant and diverse tea-loving nation of India. The Indian tea market is vast and sophisticated, with consumers who appreciate a wide variety of flavours and brewing methods. We believe these teas, with their distinct Scandinavian character and emphasis on wellness, will resonate with a growing segment of health-conscious and adventurous tea drinkers.”
Fairtrade India CEO Abhishek Jani shared, “Life by Follis is bringing to Indian tea lovers an exciting and innovative range of teas which contributes to their wellness and through the Fairtrade commitment also make a tangible contribution to the wellbeing of the plantation workers in the Nilgiris. These teas are sourced from estates which ensure better working conditions, prohibition of exploitative or discriminatory practices and an investment in the plantation worker’s community in projects ranging from better education facilities to healthcare and other infrastructure.”
Life by Follis premium collection will be available in India from 15 January, available online at https://lifebyfollis.in and leading marketplaces such as Amazon and Tata Cliq Luxury. Soon, select offline stores across India will welcome tea enthusiasts to experience the European touch firsthand.
BRDG Group, the Mumbai-based global brand management company, brings Life by Follis to India. They specialise in working with leading fashion, lifestyle, and beauty brands, leveraging pan-India marketing and distribution strategies to achieve shared business objectives. They’ll ensure this European luxury gets a warm Indian welcome, brewing success for Life by Follis in every cup.
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.
