MAM
Shriram Finance drives safety with 112 campaign
MUMBAI: Shriram Finance Limited has teamed up with EMRI Green Health Services to support the government of India’s 112 Emergency Response Support System (ERSS) initiative in Gujarat, bringing road safety and public awareness to the fast lane.
Under this collaboration, Shriram Finance is installing hundreds of awareness boards along major highways and junctions across districts including Ahmedabad, Rajkot, Gandhinagar, Bharuch, and Kutch. The signs highlight the nationwide 112 emergency helpline, designed to connect citizens quickly to police, ambulance, fire and other rescue services through a single number.
The initiative supports the 112 ERSS – Jan Rakshak programme, implemented by EMRI Green Health Services under the ministry of home affairs. “Public awareness is vital for the success of this unified system, and Shriram Finance’s support helps amplify this life-saving message,” said EMRI Green Health Services, Gujarat chief operating officer Jashvant Prajapati.
Once scattered across multiple numbers, 100 for police, 108 for ambulance, 101 for fire, and others, emergency services are now unified under 112, ensuring faster, coordinated responses for all citizens.
“As a company rooted in community service, we see safety as a shared responsibility,” said Shriram Finance Ltd executive director – marketing Elizabeth Venkataraman. “Our partnership with EMRI for 112 ERSS is a small but meaningful step towards a safer, more responsive nation.”
The company also plans to extend the campaign to other states, strengthening its role not just as a financial leader but as a responsible corporate citizen steering India towards safer roads and quicker help, one call at a time.
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.
