Bhagyalakshmi Dairy Farm was set up in 2006 as a model dairy, on the lines of European dairy farms, complete with imported stock of Holsteins, rotary milking parlour and a experienced European management team. In 2010, with 3500 cows on the scenic hillside of Mancher and plans to set up an online processing and bottling plant, Scion was mandated to create the brand,
positioning and marketing strategy.

Early research with consumers indicated the lack of trust in the exiting milk brands in Mumbai. Fears of adulteration, quality issues and lack of
differentiated branding and communication had eroded consumer confidence in the pouch milk that was the standard offering from government cooperatives and smaller private dairies.

Scion’s challenge was to define the brand, identity, marketing and
communications plan as well as to connect with consumers emotionally for a milk that could only be priced over twice the existing milk brands due to its limited offering and expensive input costs.

Extensive research was conducted with families to understand the need gaps and test the brand concept and positioning as well as price points. Scion developed the name, logo, packaging, positioning and all communication tools to reflect the brand’s purity, premiumness and defined the emotional tag line – Milk Full Of Love. The brand language was applied to all touch points including stationery, advertising, uniforms, point-of-purchase promotional materials, delivery trucks, trade show booths, and the company’s website.

In July 2011, Pride of Cows, India’s most expensive milk was rolled out by invitation to a select list of celebrities and VIP’s in South Mumbai. Scion
continues to work closely in developing customer relationship and to keep the brand fresh, innovative and admired. An example is the development of
innovative crown tags to greet customers on festive occasions.