MAM
Masterchef India 3 opens with 2.2 TVR on Star Plus
MUMBAI: The third season of the cookery show Masterchef India opened with a TVR of 2.2 in a week that saw no change in the Hindi GEC hierarchy.
Star Plus‘ strategy of placing the show on weekdays at 8 pm seems to have worked. Pitched against daily soaps, ‘Masterchef Kitchen Ke Superstar‘ (as named this time) held on to its ratings in a highly fragmented market. In the earlier two seasons, the Indian adaptation of ‘Masterchef Australia‘ was aired during weekends and debuted with 2.6 TVR (with Akshay Kumar as host) and 2.01 TVR respectively.
Star Plus maintained its position as the leading Hindi general entertainment channel (GEC) with a tally of 273 GRPs for the week ended 16 March. The channel gained a single GRP over the previous week, despite most of its fiction shows seeing some loss in audience numbers. Saraswatichandra, however, rated higher with an average of 2.9 TVR (last week 2.5). Star Plus’ non-fiction property, Nach Baliye 5, averaged 2.7 TVR compared to the previous week‘s 2.9 TVR.
As per TAM data (HSM including 5 new LC1 markets, C&S, 4+) sourced from a channel, the pecking order of the top four Hindi GECs remained the same in week 11, with Sab and Life OK sharing the fifth spot.
Continuing to hold on to the second spot, Zee TV lost 13 GRPs to close the week with 202 GRPs. ‘Qubool Hai’ remained as the leading fiction property of the channel with 3 TVR (last week 3.4 TVR), followed by Sapne Suhane LK with 2.7 TVR (3.1 TVR) and Pavitra Rishta with 2.5 TVR (2.7 TVR). The channel’s kids reality show ‘India’s Best Dramebaaz’ rated 3.1 (3.5 TVR).
Colors stayed at the third spot with 187 GRPs, a loss of 27 GRPs from the previous week. Balika Vadhu had a rating of 3.6 TVR (4.3 TVR), Madhubala 3.5 TVR (3.9 TVR) and Uttaran 2.8 TVR (3.1 TVR).
Sony Entertainment Television (Set) added eight GRPs to end the week with 163 GRPs (last week 155).
Life OK and Sab collected 135 GRPs each. While Life OK added 10 GRPs to its last week’s tally, Sab stayed flat. Sahara One with 23 GRPs (last week 24) remained at the bottom of the ladder.
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.
