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Parag Milk Foods unveils new corporate identity, logo

24-January-2015
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Parag Milk Foods unveils new corporate identity, logo

Parag Milk Foods (P) Ltd, India’s largest private dairy with a portfolio of brands such as Gowardhan, Go, Pride of Cows and Topp Up, has unveiled its new corporate identity and logo.

The company plans to expand to newer milk segments and extend its brand portfolio to drive the next phase of growth. This strategic move is intended to bring all its brands under the new corporate brand, helping build a stronger brand connect and recall with the parent company.

“It has been a fantastic journey over the last two decades. We have matured and evolved as a company and have always stayed at pace with the changing market dynamics. This journey started with launch of Gowardhan, targeted housewives, followed by Go brand. Pride of Cows was introduced with a unique proposition of farm-to-home concept, targeting the taste connoisseur. Finally, we forayed into the dairy-based beverages with the launch of Topp Up, a brand that targets consumers on the move, seeking quick nourishment,” said Devendra Shah, Chairman, Parag Milk Foods (P) Ltd.

He added, “While we have had strong double digit growth in the past, our future plans are exciting with accelerated growth rate of 50 per cent over the next few years. This will happen with venturing into newer categories and adding new brands to our portfolio.”

Shah said, “As a marketing organisation, we have realised the need of connecting this brand portfolio with the parent organisation. This builds a sense of confidence among consumers and that is what we endeavour with this new corporate identity. It speaks of who we are as a company: multidimensional, inventive, dynamic, modern and bold. With an amazing portfolio of dairy brands, we have a commitment to delivering quality products to the Indian consumer. Our new identity is reflective of this promise.”

The updated logo and brand identity have been developed by strategic brand consultancy firm Scion. “As Parag’s brand partner, we have been involved in the development of Parag’s multi-brand story. The new corporate branding system supports and reaffirms the purpose, values and culture that have been at the foundation of the company. The logo, with a splash of milk forming a star as its central graphic element, celebrates the company’s culture of passion and innovation,” said Ramesh Rao, MD, Scion.

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