Milkfed Launches ‘Veera’ Mascot for Verka to Boost Nationwide Presence – DairyScoop

In a strategic branding move, Milkfed Punjab, one of India’s largest state dairy cooperatives, has unveiled a new mascot named ‘Veera’ for its flagship dairy brand Verka. The initiative aims to enhance Verka’s recognition and sales across India and beyond, mirroring the enduring success of iconic mascots like the Amul Girl. Veera, a young smiling Sikh boy with folded hands, symbolizes Punjab’s warmth, tradition, and hospitality. This launch coincided with the foundation stone laying of a ₹135 crore dairy expansion project in Amritsar, further reflecting the brand’s vision of modernizing its operations and expanding its footprint.

Key Highlights

Takeaways

• Mascot Name: Veera
• Meaning: ‘Veera’ translates to ‘brother’ in Punjabi
• Depicted as: A cheerful Sikh boy with folded hands
• Objective: To serve as a brand ambassador, promoting Verka like the Amul Girl does for Amul

Organization Behind It

• Milkfed (Punjab State Cooperative Milk Producers’ Federation)
• Currently ranks as the 7th largest state milk cooperative in India

Brand In Focus: Verka

• A popular dairy brand under Milkfed
• Known for milk, lassi, butter, paneer, curd, and flavored milk products
• Already holds strong regional market dominance in Punjab

Event Context

• Launch of ‘Veera’ took place during the foundation stone-laying ceremony of a major infrastructure project
• Location: Amritsar district, Punjab
• Project Investment: Total cost around ₹135 crore

Purpose

• To expand production capacity for sterilized flavored milk
• To add new fermented dairy lines like lassi, curd, and flavored milk

E-commerce Integration

• As per Chief Minister Bhagwant Singh Mann, Verka products will now be available on online platforms
• Goal: To enable global access and increase market reach

Significance of the ‘Veera’ Mascot

Branding Strategy

• Creates emotional and cultural resonance with consumers, especially children and families
• Reinforces Verka’s Punjabi identity while making the brand more relatable nationally

Comparative Inspiration

• Just as the Amul Girl has become a national icon, Veera aims to serve as Verka’s friendly face in advertisements and packaging