Hatsun is the largest private dairy in India with a market capitalisation of 4000 Cr. Oyalo is a frozen
food brand of Hatsun, launched across the Hatsun distribution centers.
Hatsun, was entering into a new territory – frozen foods. Having built great supply chain capabilities
across dairy cold chain distribution, Hatsun wanted to leverage their strong suite and built a brand of
ready to eat food. Consumers don’t readily trust a frozen food brand in India. Indians having been
used to eating hot food always saw frozen food with skepticism.
We started with the positioning of the brand. Developing strategies to circumvent the skepticism
and finally create a name, branding and the go to market strategy. The brand was called Oyalo. We
helped Hatsun launch Oyalo across 200 outlets with local, Below The Line promotions and Point Of