MAM
Preethi kitchen appliances renews agreement for Chennai Open
MUMBAI: Kitchen appliances brand Preethi Kitchen Appliances has signed a two-year agreement with Aircel Chennai Open 2012. Preethi Kitchen Appliances will come on board as the ‘Official Kitchen Appliances Partner‘ for the third consecutive year after making a debut in 2010. Following two years at India‘s only ATP World Tour event, Preethi Kitchen Appliances has extended their contract for 2012.
This 2012 edition of the Aircel Chennai Open will be held from 2 – 8 January at the SDAT Stadium in Chennai. The tournament will see in action a line-up of Indian and International players including world number 9 Janko Tipsarevic, world number 10 Nicolas Almagro, Somdev Devvarman, Rohan Bopanna and Mahesh Bhupathi, among others.
Preethi Kitchen Appliances MD Vijay Srinivasan said, “Preethi brand has always been proud to partner with the Aircel Chennai Open, at our home turf. An ultimate test of endurance and perseverance, Aircel Chennai Open, a world class tennis tournament has been the perfect occasion for showcasing Preethi‘s product ranges that are renowned for their performance, quality, reliability and safety.”
A spokesperson from IMG Reliance said, “We are glad that Preethi Kitchen Appliances has decided to continue their association with Aircel Chennai Open, one of India‘s premier sports events. The Aircel Chennai Open which attracts thousands of visitors in attendance during each event, has over the past 17 years proven to be an ideal platform for corporate houses to target a diverse range of audiences. The successful conduct of the event is further illustrated by sponsors like Preethi Kitchen Appliances continuing their association.”
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.
