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The company KM Sugar Mills is in the business of manufacturing sugar, distillery products, and the generation of electricity, and the unit is situated in Faizabad (UP). The company has a sugar plant capacity of 9000 TCD, a distillery plan of 45 KLPD, and a Co-generation plant of 25MW.
The company also established its name in sugar export-import, domestic sugar trading, and manufacturing activities. Under their new initiative of country liquor manufacturing, they wanted to plan for a new brand and its identity development for their UP market.
We got the mandate of developing the brand name and further planning its identity, keeping its local connect in mind.
We had the challenge of getting the branding done, which is comprehensive and can easily connect with locals. Of course, Hindi is highly acceptable for easy understanding, but a touch of English also needed to be given for an elite and English-label look. Brand names picked up, which are easy to understand while providing a much familiar but rich look, were also essential.
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We came up with the identity of their brand names, i.e., King’s Classic, Queen’s Classic, and Hunter’s Classic, for the vast market in small towns and rural areas.
By carefully determining the brand’s identity and maintaining its local connect in mind, we were able to establish its brand name successfully.
We at Ascent have been in the strategic brand & marketing consulting business for more than 20 years, working with reputed brands right from MNC to national and regional ones catering to multiple product categories like Agri input, Agriculture, Automobile, Consumer Durable, FMCG, Financial, Health, Industrial among the major ones.