Parag Milk Foods unveils new logo

The brand plans to enter new segments and expand its portfolio to drive the next phase of growth.

Parag Milk Foods has announced a new corporate identity by unveiling new logo. The private milk dairy plans to expand into 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 together under the new umbrella corporate brand, helping to build a stronger brand connect and recall with the parent company.

Brand consultancy firm Scion developed the launch of the updated logo and new brand identity. Speaking about this strategic move, Devendra Shah, chairman, Parag Milk Foods, says, "As a marketing organisation, we have realised the need of connecting this brand portfolio with the parent organisation. This builds a sense of confidence in the consumer's mind and that is what we endeavour with this new corporate identity."

The company aims to accelerate its growth to 50 per cent annually over the next few years. It is venturing into newer categories and adding new brands in the portfolio. "The bold and vibrant logo with a splash of milk forming a star as its central graphic element, celebrates the company's culture of passion and a culture of innovation. The brand expression - Ideas for a new day - captures the brand promise of making milk moments inspiring and enjoyable. It is a promise that is deeply rooted in the heritage of the company and has been fundamental to its success," asserts Ramesh Rao, managing director, Scion

Parag Milk Foods, established in 1992, started with launch of Gowardhan brand, which was targeted towards traditional value-seeking house-wives, followed by the introduction of Go brand, targeted at the youth and kids for direct consumption products. A niche brand, Pride of Cows, was introduced with a proposition of Farm to Home concept targeted towards taste connoisseur. Finally the company forayed into dairy based beverages with the launch of ToppUp.