MAM
Plotting big moves Tribeca ropes in Dharam Mehta to lead new estates vertical
MUMBAI: Tribeca’s next chapter is being built brick by brick, and plot by plot with a fresh new leader at the helm. Tribeca Developers, known for its luxury real estate playbook, has appointed Dharam Mehta as managing partner of Tribeca Estates, a newly launched vertical focused on plotted developments, branded villas, and hospitality-led projects. With this move, the ‘trophy property’ developer is now stepping beyond high-rises to explore high-growth real estate segments with serious momentum.
An MBA from The Wharton School of Finance, Mehta brings with him a rich and varied track record across real estate investment, workspace strategy, and development. He’s held leadership roles at Wework India and Phoenix Workspaces and played a key role in scaling Delta Corp’s hospitality portfolio.
Tribeca Developers founder Kalpesh Mehta said, “I am thrilled to welcome Dharam to Tribeca. His deep expertise in real estate investment and operations aligns perfectly with our expansion into plotted developments and hospitality anchored projects. Dharam’s leadership, strategic mindset, and industry insights will be instrumental in shaping this new vertical and strengthening Tribeca’s position as a leader in innovative real estate solutions.”
On his appointment, Dharam Mehta said, “I am excited to join Tribeca at such a pivotal moment. They have set new benchmarks in luxury real estate, and I look forward to leading its entry into plotted developments. This new vertical presents immense opportunities, and I am eager to leverage my experience to create lasting value and deliver best-in-class real estate offerings.”
As India’s demand for gated plots, weekend villas, and lifestyle-led real estate rises, Tribeca’s Estates vertical is poised to meet it with the same design-first, quality-led approach that built its name. With Mehta now in the driver’s seat, the groundwork for a new kind of real estate play is officially in motion.
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.
