Brief Bio of the Mr. Hemanth Vasudevan:
With over 12 years of expertise in Brand Management and Marketing Strategy across FMCG and IT Services, this professional currently leads marketing at NinjaCart. Previously, they directed marketing at Ola, overseeing Ola Cars, Ola Financials, and Ola Electric. His professional ethos revolves around a customer-centric approach, creative problem-solving, and a strong commitment to delivering results. They excel in comprehending diverse product categories and consumer behaviors, using this knowledge to build robust business strategies. Their ability to establish and manage businesses and foster high-performing teams, while mentoring and nurturing individuals to exceed their potential, is a testament to their leadership prowess. The individual’s passion lies in the process of team building and learning from the collective experience.
1. What were the primary motivations or factors that led to Ninjacart’s decision to undergo a brand revamp?
Ninjacart has been in existence for 8 years. Over the past 8 years, Ninjacart has primarily been a marketplace for its fulfillment business. More recently Ninjacart has expanded its marketplace platform with a focus on the commerce, credit and fulfillment needs of all agri citizens (Farmers, Retailers, Traders, Importers/Exporters). The brand revamp gives us an ideal opportunity to showcase this expansion while also establishing Ninjacart’s image as a trusted dependable partner for all the agri stakeholders.
The primary motivation behind Ninjacart’s decision to undergo a brand revamp comes from the fact that we’ve come so far from what we once were. From being a business that was solely about fulfillment, we are now an organization that facilitates financial security for the agri community with commerce, credit, and more. It has taken us 8 years in the making and we realized that our existing brand needed to more effectively communicate this message and connect with a broader audience. By rebranding, we aim to reaffirm our dedication to transforming the agri-tech sector and promoting financial security and growth opportunities throughout the agri value chain.
2.Could you elaborate on the key changes and updates made to the brand’s visual identity? Also, describe the updated logo and its significance in the rebranding process.
The visual identity of our updated logo is a blend of the old with the new. The new brand unit has a circular design that signifies unity and growth. The “flows” that come together to create the circular design represents the various capabilities within Ninjacart ie. Legacy, Tech Capabilities, People, Domain & Industry Expertise, Partnerships, that come together to create value for our customers. The colors represent the different elements of nature and the vibrant future of the agri community while the logo represents the interconnectedness in the food supply chain
The key changes in our visual identity revolve around our updated logo and the new, vibrant colors we have introduced. These colors don’t just catch your eye; they tell you a story—a story of fertile lands, dedicated farmers, and the promise of a brighter, more sustainable agricultural future. Our new color palette represents the vibrant narrative of our mission to revolutionize the way we connect with food sources and nurture the planet. Our new logo represents the interconnectedness in the food supply chain – connecting farmers, traders, retailers, importers, and exporters. The circular design signifies unity and growth, reflecting our vision of a connected and prosperous agri ecosystem.
3. Is there a new tagline? If yes, what is the new tagline and teaser about?
“Behtar Kal ka Saathi” or “Partners for a better tomorrow” isn’t just a campaign slogan; it encapsulates our core mission. This campaign reflects our commitment to improving the lives of every individual in the agricultural value chain. It highlights our central role in fostering growth and opportunity through digital initiatives, ultimately working towards a brighter future for all agri-citizens.
4. How will the rebranding affect the company’s overall message and positioning in the market and its relationship with its existing clients or customers?
The rebranding will significantly reinforce our company’s overall message as well as its Market Leader positioning in the agri space. The rebranding will emphasize our stand as “True Partners” to the value chain players by providing ample Commerce, Credit and Fulfillment opportunities for them. This renewed focus will strengthen our relationships with existing clients, who will see our unwavering commitment to our core values, and also resonate with potential clients who share our vision.
5. Can you share specific examples of how the new branding will resonate with your target audience?
Our approach to the campaign was very research led. Lack of a trusted ecosystem, efficient partners and micro networks are some of the existing ailments in this industry. In a trust deficient ecosystem that spans from Farmers to Retailers while including Traders, Importers & Exporters, we seek to identify ourselves as a trusted partner to all our customers. We hope that our mission to enhance lives, create opportunities, and promote a more sustainable and prosperous future for all agri citizens through a trusted, inclusive and efficient agri trade network with these players will
The new branding resonates with a wide array of audiences, from farmers to traders, retailers, importers, exporters, and anyone passionate about the growth of the agri sector. It signifies our mission to enhance lives, create opportunities, and promote a more sustainable and prosperous future for all agri citizens.
6. Can you elaborate on the platforms where Ninjacart’s brand revamp campaign will be unveiled, both online and offline, and how interested individuals can access and engage with these platforms?
Our brand is going to be accessible and available across both online as well as offline platforms. Our revamped website, social media platforms and our apps are some of the mediums where customers can easily access and engage with the brand.
In addition, we plan to be extensively present in offline mediums like Outdoor, Print and Industry Events. In addition we plan to do multiple In Market Consumer activations that will allow individuals an opportunity to interact and engage with our new brand
7. What challenges did you encounter during the rebranding process, and how did you overcome them?
During the rebranding process, challenges included ensuring a smooth transition without any disruption. We overcame these challenges by conducting internal workshops to align our team with the rebranding vision which included trying to factor in all perspectives and hence creating something that not only our customers, but our employees can call their own.
8. How do you plan to ensure a smooth transition from the old brand to the new one, both internally and externally?
To ensure a smooth transition, we have adopted an “in to out” approach. We believed that to send out a message that we truly believe in, we will have to internalize our goals and beliefs. In that process, we set up an internal brand identity with updated vision, mission, and values. Externally, we are gradually updating branding across all touchpoints, from digital platforms to physical materials, to ensure a seamless shift from the old brand to the new one.
9. Are there any notable marketing campaigns or initiatives tied to the rebranding effort?
As part of our rebranding strategy, our marketing efforts will span a wide spectrum of online and offline activities. We are set to initiate a robust digital marketing campaign to unveil our rebrand, emphasizing our mission, the importance of our new tagline, and the enhanced user experience associated with our rebrand.
Furthermore, we’ll execute precisely targeted campaigns through DSP Networks, effectively reaching a variety of Over-The-Top (OTT) platforms and category-specific mobile applications.
10. How does the rebranding fit into the company’s long-term strategic vision and goals?
The rebranding effort aligns seamlessly with our long-term strategic vision and goals. Firstly, it reinforces our commitment to revolutionizing the agri sector and enhancing livelihoods, and secondly, it reaffirms our identity in the world as digital pioneers in the agri-tech industry.
11, What measurable outcomes or success indicators are you looking to achieve through this rebranding?
Increased Brand Recognition, Customer Adoption, Customer Loyalty and the tangible impact on the lives of Agri Citizens that our financial
Through this rebranding, we are aiming to achieve several measurable outcomes. These include increased brand recognition, improved customer loyalty, and, most significantly, a tangible impact on the lives of agri citizens through our financial security and growth initiatives.
12. How do you plan to differentiate your brand from competitors in the market with this new identity?
Our rebrand aims to differentiate us from competitors by emphasizing our unique mission and values. It sets us apart as an agri-tech company dedicated to holistic empowerment, as we focus on financial security and opportunities for everyone involved in the agri supply chain.
13. Are there any unique or innovative aspects of this rebranding that you’d like to highlight?
Within this rebranding, one innovative aspect worth highlighting is our attention to every touchpoint, every stakeholder that plays an integral part in the food value chain, and our mission to ensure better security, better opportunities, better connectivity, and better lives for all of them.
14. What’s next for the brand in terms of growth and development after this revamp?
We will continue to reinforce our core motto/vision of Better Lives for all agri citizens. We will continue to do extensive Persona Led Marketing initiatives focused on driving awareness, education and adoption of our customers. We aim to further solidify our commitment to our vision by building community marketing programs that will create a trusted, efficient and inclusive network of all our stakeholders after this rebranding, our brand’s next steps involve expanding our reach, enhancing our services, and further solidifying our commitment to “Better Lives for all Agri citizens.” We aim to work on creating a trusted, efficient, and inclusive network for them and to continually make a meaningful impact on the agri sector in India and worldwide.
