In a strategic move to enhance its brand visibility across India, Milkfed Punjab has introduced 'Veera'—a new mascot for its flagship dairy brand, Verka.

The initiative aims to resonate with consumers nationwide, blending cultural heritage with modern marketing.

Keypoints

• Veera is a cheerful Sikh boy with folded hands, symbolizing Punjab’s culture and hospitality.
• Aims to enhance Verka’s brand identity on the national and international stage.
• Rs. 135 crore investment announced to expand dairy infrastructure and product range.
• Focus on increasing production of lassi, curd, sterilized flavored milk, and fermented items.
• Plans to launch Verka products on e-commerce platforms for wider accessibility.
• Part of a strategic move to modernize marketing and connect emotionally with consumers.
• Verka is India’s 7th largest state milk cooperative under Milkfed Punjab.
• Inspired by iconic mascots like the Amul Girl to boost brand engagement.