Localbanya.com dons a modern avatar

The online grocer has unveiled a new logo and mascot, for the first time since it began operations in 2012.

Online grocer Localbanya.com has executed a rebranding exercise, for the first time since its launch in 2012. The firm has unveiled a brand new logo and mascot, as it eyes major expansion in 2015.

Unlike the old lime green logo, the online grocery platform has used dual colour scheme (grey and sea green) for the logo against a white backdrop. The company's mascot (a banya - retailer) now dons a stylish look with trousers, tee and vest. The colour scheme for the mascot matches the logo with a generous use of grey, white and sea green. Mumbai based design agency Two Design Imagineers has worked on the redesign.

Talking about the changes, co-founder Rashi Choudhary, says, "We absolutely love the aqua colour because it represents a certain freshness and energy. It has a vibrancy that we try to inculcate in everything we do. The changes to our banya as well stem from us wanting to give him a modern look, yet retain the feel of him being approachable and knowledgeable. He stands championing our aspirations and brand promise to all, while still maintaining his jolly look. All in all, we are very excited to take our new logo and mascot to as many homes as we can in the future."

The company has grown rapidly in the segment and currently claims to clock around 850-900 deliveries per day across Mumbai, and has a user base of over one lakh customers. The average cart size current is Rs 1400.

Localbanya targets modern, urban woman in the 25-40 age bracket. Home makers, young mothers that value the convenience and time saved that comes with ordering groceries online. The company is also aiming to attract young working professionals and senior citizens.

On the rebranding initiative, Choudhary adds, "We had an expansion road-map in place for 2015, we felt that one of the first things that needed to be done this year was the rebranding. The entire experience and anticipation has been a great rallying point for all our people. There is an atmosphere of excitement within our team, and the process and result has been a great tool in uniting everyone."

The Mumbai-based e-tailer is looking to be in 12 cities by the end of this year and has received around $20 million in funding to date over two rounds. Localbanya.com has close to 300 people in its workforce and currently lists around 14,000 products