MAM
Whirlpool ropes in chef Kunal Kapur for endorsement
MUMBAI: Whirlpool of India, a subsidiary of Whirlpool Corporation and world’s leading home appliance company, has signed on chef Kunal Kapur for endorsing their built-in appliances. Kunal Kapur will be creating exciting new recipes with the top of the line Whirlpool range making your kitchen cooking ready. The range will include microwaves, ovens, hoods, hobs, refrigerators, wine coolers and coffee machines.
“In today’s times where food is considered a celebration, home kitchens are getting a makeover. It is very important to have a kitchen with extremely functional equipment making it easy to cook with the least of fatigue,” said Kunal. Known for experimenting with ingredients and cooking styles, Kunal will create new recipes, which will show consumers the ease of cooking with Whirlpool’s new next level appliances.
Looking forward to this association with Whirlpool, Kapur said, “I am thrilled to partner with Whirlpool for its range of built-in appliances. Whirlpool products have always been my first choice when it comes to home appliances and I am pleased to be associated with the brand.”
Speaking about the association, Whirlpool head- New Business Unit Natarajan A said; “We look forward to nurture this relationship now and believe this association will be exciting for consumers as they will get the best out of this partnership.”
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.
