Brands
Pepperfry raises Rs 250 cr for expansion
MUMBAI: Pepperfry, a furniture and home marketplace, has raised Rs 250 crore in a fresh round of funding from State Street Global Advisors, the asset management business of State Street Corporation, an investment management company with $ 2.78 trillion in assets under management (AUM).
The fresh funds will be deployed to expand Pepperfry’s experience centres in tier II towns, invest behind developing AR/VR technology for virtual touch and feel, and enhance the private brand franchise in preparation for its next financial milestone of an IPO.
Pepperfry founder and CEO Ambareesh Murty considers the company as fortunate to have partners who believe in Pepperfry’s business and are aligned with their strategy.
Including this current round, Pepperfry has raised over Rs1200 crore of capital since it began operations six years ago.
Home furniture and decor is amongst the largest consumption categories in India, expected to reach Rs 350,000 crore in market size by 2020. Leveraging this opportunity, Pepperfry aims to differentiate across the value chain, build supply and demand side differentiation by working with thousands of small manufacturers, develop an extensive portfolio of private brands, establish an omnichannel footprint of over 25 Pepperfry experience centres and build India’s largest consumer-facing big-box supply chain serving customers in 500 Indian cities.
In the last five years, the company’s revenue has grown at a compounded annual growth rate of over 83 per cent, and with this fresh round of investment, aims to accelerate past the break-even point and become a profitable business over the next 12-18 months.
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.
