MUMBAI, 14 January 2022: Anmol Feeds which is a well known name in the livestock feed industry has recently launched its products under the umbrella brand Nouriture to meet the growing challenge of quality livestock feeds in the market.
Nouriture embodies the motto of a more forward looking, technology driven, future-ready and contemporary brand that can meet the needs of the livestock farmers across India.
In order to expand its reach, the company has signed maverick actor Pankaj Tripathi as its first brand ambassador for its cattle feed brands Nouriture Godhenu Gold, Milk-o-milk plus and Super 20 plus that aims to change perceptions through its positioning of 'Sirf chusti nahi, pushti bhi'.
Speaking on the campaign, Anmol Feeds managing director Amit Saraogi said, "We wanted to create a high recall for our cattle feed brand, Nouriture Godhenu Gold, and our superlative product deserved a brand ambassador like Pankaj Tripathi who has a unique appeal across the country with his own inimitable style. He is an energetic and versatile actor with a rich legacy of work. Pankaj’s common man personality resonates with our brand values, and we believe the association will go a long way in not only achieving the desired top-of-the-mind brand recall but also in bringing about a paradigm shift in farmer behaviour towards the right feed.
"Our campaign aims to educate and inform the farmers about why they need the right cattle feed for better yield. We hope the words, Sirf chusti nahi, pushti bhi is embedded in the minds of every farmer and stays for a long time," Saraogi adds.
The Indian animal feed market reached a value of INR 942.4 billion in 2020. The market is expected to grow at a CAGR of 12.5 percent during 2021-2026. Cattle feed involves 20 percent of the overall market share and is an ever growing and ever evolving category in the Indian rural market. Yet, there is a huge need gap when it comes to awareness amongst the farmers about the right compound feed for optimum benefits from the cattle.
Pankaj Tripathi, Actor and Brand Ambassador of Nouriture Godhenu Gold, stated, “Being a farmer’s son myself I could relate to the brand language of Nouriture. I come from a place where education about the right livestock feed is much needed for rejuvenating the dairy business.”
The positioning of brand Nouriture and its marketing initiatives are skewed towards strengthening the changing dynamics of the livestock feed industry.
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