In a notable development in D2C news India and the broader D2C ecosystem India, Raj Cooling Systems Pvt. Ltd. has launched a new home appliances brand, AGREYAS, marking its strategic entry into India’s rapidly expanding consumer electronics and home appliances segment. The company has also onboarded Bollywood actor Emraan Hashmi as the brand ambassador, signaling an ambitious push to build strong brand recognition and accelerate growth within the Direct-to-consumer India landscape.
Raj Cooling Systems, known for its expertise in cooling solutions for homes, businesses, and industrial applications, is now expanding beyond its traditional category to tap into India’s ₹1.5 lakh crore home appliances market. Through AGREYAS, the company aims to create a strong presence in consumer appliances, positioning the brand as a technology-driven and accessible offering for modern households. The launch represents one of the latest developments in D2C startup news and highlights how established manufacturers are entering the D2C business India ecosystem with new consumer-focused brands.
Under the AGREYAS brand, the company plans to introduce a range of consumer appliances including air conditioners, washing machines, and geysers. These products will focus on energy efficiency, technology integration, and functional design, aligning with evolving D2C consumer behavior India, where customers increasingly prioritize innovation, convenience, and value-driven products. The brand will operate as an independent consumer-facing identity while leveraging Raj Cooling Systems’ existing manufacturing capabilities and research strengths, enabling it to scale efficiently in the competitive appliances market.
The launch campaign for AGREYAS is being executed by Zoommantra Productions, while actor-director Rohit Roy has contributed to shaping the brand’s messaging. By partnering with a well-known celebrity like Emraan Hashmi, the company is embracing influencer marketing for D2C, a strategy widely used by D2C brands India to build consumer trust and accelerate brand awareness.
Speaking about the launch, Kalpesh Ramoliya, founder and chairman of Raj Cooling Systems, highlighted that AGREYAS aligns with the company’s long-term vision to strengthen its presence in India’s consumer electronics space. According to Ramoliya, the brand has been developed as a standalone identity to meet the evolving expectations of Indian consumers and adapt to emerging D2C market trends 2025. By combining innovation with strong manufacturing capabilities, AGREYAS aims to compete effectively in the fast-growing D2C electronics and gadgets segment.
Actor Emraan Hashmi, commenting on his association with AGREYAS, expressed enthusiasm about collaborating with the brand at a time when Indian consumers are increasingly seeking innovative and reliable home products. He noted that the brand’s focus on innovation, functionality, and ease of use reflects the changing preferences of consumers and the broader shift toward modern, technology-enabled appliances in Indian households.
To support its long-term growth strategy, Raj Cooling Systems plans to invest $10 million initially in developing the AGREYAS brand, with an additional $5 million expected to be invested over the next three to five years. This investment will focus on product development, technology upgrades, and expanding the brand’s distribution network. Such investments align with emerging D2C funding news and demonstrate the company’s commitment to scaling a competitive consumer brand in India’s evolving appliances market.
AGREYAS products will be sold through online stores, retail outlets, and dealer networks across urban and semi-urban markets, reflecting a strong omnichannel D2C strategy that combines digital commerce with traditional retail distribution. This hybrid approach mirrors broader D2C retail vs ecommerce trends, where brands integrate multiple sales channels to maximize reach and consumer engagement.
As India’s consumer appliances market continues to grow rapidly, the launch of AGREYAS represents a strategic expansion for Raj Cooling Systems. The company’s investment in product innovation, celebrity-led brand building, and omnichannel distribution positions AGREYAS among the latest D2C startups and emerging consumer brands entering India’s dynamic Direct-to-consumer startup ecosystem.
With rising demand for technology-enabled home appliances and increasing adoption of digital-first purchasing behavior, AGREYAS could play a key role in shaping future D2C industry news within the electronics category. The launch also reflects how established manufacturers are leveraging D2C brand building strategies to capture new opportunities in India’s evolving consumer economy.
