What Is Meesho's "Aam" & "Jamun" Strategy?

The homegrown e-commerce startup, Meesho, has recently unveiled a fresh brand identity to further emphasize its commitment to bringing immense delight to every Indian through value-driven purchasing choices.

“The company aims to strengthen its positioning as a one-stop horizontal platform that meets the everyday needs of millions of Indian shoppers. The brand revamp also aims to showcase the e-commerce platform’s inclusivity with a vast collection of value-first products, and how it’s helping consumers across income segments, geographies, languages, genders and age groups realize their shopping aspirations,” mentioned a release.

Meesho New Logo

Introducing a captivating new color palette, new Meesho logo captures the richness and splendor of India's diverse culture with shades of 'Jamuni' and 'Aam'. According to color theory, Jamuni symbolizes aspiration, while Aam exudes warmth and hospitality. This refreshed palette aims to evoke traits of confidence and approachability among Meesho's valued consumers and sellers. Meanwhile, the iconic 'M' logo remains intact, now transformed into a vibrant and interconnected form, maintaining its strong association with the brand since its establishment in 2015.

As part of its endeavors, Meesho has skillfully incorporated auditory elements to establish an emotional connection with users. Embracing the concept of 'ting tong heralds all things delightful,' the company's sonic identity beautifully captures the anticipation and excitement that accompany the arrival of an online order. Meesho's upbeat signature track accompanies users throughout their entire customer journey, from clicking on the e-commerce application to receiving push notifications and placing an order. To ensure an authentic experience, the sonic identity will also be launched in eight languages: Hindi, Bengali, Telugu, Marathi, Tamil, Gujarati, Kannada, Malayalam, and Odia.

“We are thrilled to introduce our revamped brand identity, which symbolizes our transformation into a genuinely inclusive and egalitarian e-commerce platform. The new color palette and sonic identity will add a powerful new dimension to our brand identity, a critical component of how people recognise Meesho today and in the future. We believe there is enormous opportunity for mass adoption of e-commerce in India, and the next wave of growth will come from making it pertinent for all shoppers. With this brand revamp, Meesho will progress further on its journey to become the go-to e-commerce platform for the next billion consumers in India.,” said Vidit Aatrey, Founder & CEO, Meesho.

“With e-commerce steadfastly gaining traction across geographies and socioeconomic backgrounds, Meesho continues to boost access and affordability for the country’s heterogenous customer base. Every design decision was evaluated from a consumer lens to arrive at a refreshed brand identity that signals the joy that consumers experience when interacting with the brand. We explored a wide range of possibilities before finally arriving at the chosen solution, which captures the brand's ethos of inclusivity and aspiration. We believe Meesho's brand experience is set to evolve in a myriad new and exciting ways. It was an absolute delight for Landor & Fitch to partner with the Meesho team on this brand transformation.” added Lulu Raghavan, Managing Director, Landor & Fitch.

(Disclaimer: TICE news has produced this content based on a press release sent by the company or the organisation.)