Brands
Marico expands its breakfast portfolio with Saffola Muesli
Mumbai: Marico, one of India’s leading FMCG companies has announced the launch of Saffola Muesli with Flavour Pops, aiming to leverage the brand’s equity in the adult breakfast segment.
Over the years, Saffola has emerged as one of the leading players with a wide breakfast range, having become #India’s No. 1 Brand in Oats and launching extensions to categories like Peanut Butter, Honey etc. Saffola has continuously innovated to meet the evolving needs of consumers to make convenient nutrition ‘exciting’. Building on its legacy and commitment, the brand peps up the category with crunchy muesli, in three new delicious and flavourful options – Kesar Crunch, Berry Crunch and Choco Crunch.
Saffola launched their range of Muesli, keeping in mind the popular flavours associated with milk, – whether it’s the rich and aromatic kesar, the fruity goodness of berries, or the indulgent and dainty chocolate. These variants are crafted to make breakfast an enjoyable and satisfying experience with a burst of flavour and crunch delivered through the inclusion of a unique flavour pops format. Made with a natural mix of multigrain and millet, the flavour pops make Saffola Muesli irresistibly crunchy till the last bite. Moreover, each flavour is designed to satisfy the palate combined with a blend of 15-in-1 fruits, nuts, seeds, millet & more, that make it a powerhouse of nutrition.
Speaking about the launch of the new products, Marico Ltd. India & foods business chief operating officer Vaibhav Bhanchawat said, “Our foray into the Muesli Category marks a significant milestone in line with our brand proposition of offering consumers “better for you” products with a “taste first” approach. While there is a growing need of products that deliver convenient nutrition, we also understand that consumers equally want their breakfast to be exciting and uplifting as it sets the tone for the rest of the day. We identified the opportunity to bring excitement and familiarity to a new-age category like Muesli, much like the success we have seen in making oats exciting through Saffola Masala Oats. The idea was to deliver consumer delight through our unique flavour pops format that gives a burst of flavour and an irresistibly crunchy experience. We believe these popular flavours launched under Saffola Muesli with Crunch Flavour Pops will help consumers “brighten up their mornings to take on the day.”
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.
