Hatsun Agro plans new brand strategy
By According to Hatsun''s c | 20 Dec 2003
Chennai: In line with its plans of going global, the city based Hatsun Agro Product, which own the popular diary brands —Arun (ice cream), milk brands Arogya and Komatha— has hired the US consulting firm Ries & Ries to help it build a new branding strategy.
According to Hatsun's chairman and managing director,R G Chandramogan, the company is gearing up to introduce its Arun brand of ice creams in Seychelles by March 2004, at a cost of Rs.3.5 crore. This will be followed by a dairy project in Sri Lanka.
Hatsun is soliciting the US consultant's expertise in launching brands globally to minimise the risks of unexpected meltdowns.
Al Ries, chairman, Ries & Ries who calls corporates to narrow their focus on select product line(s) doesn't find anything amiss with Hatsun's strategy of having two milk brands with different colour schemes and logos. "As long as two brands are differentiated there is nothing wrong in having two brands in the same product line."
In the domestic market Hatsun will soon be entering the Kolkata market. The company has the largest private dairy in the country, handling 7.25 lakh litres of milk per day.
