Oyalo, a frozen food brand of Hatsun, one of the largest private dairies in India was being launched across the Hatsun Distribution Centers.
Hatsun was entering into a new territory of frozen foods. Having built great supply chain capabilities across dairy cold chain distribution, Hatsun wanted to leverage their strong suite and built a brand of ready-to-eat food. Having used to eating hot food, Indian consumers don’t readily trust a frozen food brand and view frozen food with scepticism.
We started with the positioning of the brand, developing strategies to circumvent the scepticism and finally create a name, branding and the go-to-market strategy.