MAM
Mandeep Malhotra promoted to president and head Mudra Max
MUMBAI: Mandeep Malhotra has recently been elevated to president and head Mudra Max and will report to Mudra Group COO Pratap Bose.
Malhotra will be in charge of the Mudra Max’s experiential wing namely Kidstuff, Celsius, Terra and Concrea and retail cluster which includes Prime Retail, Prime Consult, Prime Wayfinding, Multiplier and Pratham. He will also continue with his current role as head of OOH.
Malhotra said, “Mudra Max is a great place to work as it provides a supportive and enabling environment that helps people realize their full potential. I look forward to taking charge of this mandate and leading my team in achieving new highs for our clients.”
Bose said, “Over the last three years Mandeep has done a commendable job in driving the growth and profitability of our OOH businesses and also in creating the finest outdoor team in the country. That apart, his charm, confidence and ‘never say die’ spirit has been extremely endearing and infectious which has always been his biggest asset.”
With a Masters in Business Advertising from Melbourne, Malhotra has over 12 years of professional experience in outdoor media. Prior to this appointment, he has worked with Clear Channel India, Rediffusion DY&R, 141 Wall Street (the OOH arm of Bates 141), Asian Age, Pioneer and Total Media Melbourne. He has managed brands such as Tata Indicom,
Airtel, Reebok, Discovery, CNN IBN and Nokia among others. He has won four One Show awards, three Pencil Awards and a few dozens at the Outdoor Advertising Awards (OAA).
A part of the Gold Lion team at Cannes, he has also received an award for The Entrepreneur of the Year along with bagging The Suit of the Year twice at Ogilvy & RMG. He is the brain behind the recent successful launches of Aircel, Pepsi, Reebok, HT, Jet Airways, Reliance Capital, Micromax and Amway.
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.
