Recognizing the dynamic nature of the market and the evolving aspirations of Indian shoppers, Meesho embarked on a comprehensive brand revamp. This strategic initiative aimed to elevate its market position and better cater to the diverse needs of its customer journey.
Meesho’s Brand Revamp: Empowering E-commerce
Revamped Brand Identity
Meesho’s refreshed brand identity was aimed to empower entrepreneurs and embrace the diversity of the country’s heterogenous customer base. This strategic initiative involved refreshing a new sonic identity and adopting a new brand’s ethos.
In early 2023, Meesho unveiled its revamped brand identity, transitioning from the original green logo to a vibrant multicolored logo. Accompanied by the tagline “Empowering Dreams, Enriching Lives,” the rebranding effort aimed to showcase Meesho as more than just an e-commerce platform but also as a catalyst for realizing dreams and aspirations for its resellers and customers.
Meesho’s recent rebranding in India signifies the company’s commitment to reshaping its new brand identity and refreshingly capturing the attention of the ever-growing e-commerce market. The company embarked on a journey to revamp its brand image, aiming to differentiate itself in the competitive landscape and cater to the diverse needs of Indian shoppers. By embracing a refreshed brand new identity, Meesho sought to position itself as an egalitarian e-commerce platform that fosters entrepreneurship, personal growth, and empowerment.
The Importance Of Rebranding For Meesho And Companies In General
Customer Engagement and Market Adoption
Meesho’s rebranding initiative in India had two primary objectives, customer engagement and market adoption. The company acknowledged the significance of crafting a memorable customer journey and eliciting specific emotions in its target audience. Through a comprehensive revamp of its new brand identity, Meesho aimed to evoke personality traits such as confidence and approachability, attracting Indian shoppers and leaving a lasting impression on them.
The ultimate goal was to foster mass adoption of Meesho’s e-commerce platform by aligning the brand with the preferences and aspirations of its customers. As a leading provider, our extensive range of Digital Marketing Services is strategically crafted to empower businesses to expand their online presence and achieve significant growth.
Brand Endorsement and Marketing
Meesho teamed up with nine renowned celebrities nationwide to amplify awareness of its value propositions which included Mega power star Ram Charan, Rashmika Mandanna, Trisha Krishnan, Ranveer Singh, Deepika Padukone, Rohit Sharma, Kapil Sharma, Karthi Sivakumar, and Sourav Ganguly.
To expand its reach and serve to a wider audience, the company also developed app versions in eight regional vernacular languages: Bengali, Telugu, Marathi, Tamil, Gujarati, Kannada, Malayalam, and Odia. With this move, Meesho aims to engage with approximately 350 million users in these regions for the first time.
Also, during the last year’s five-day annual sale, Meesho observed around 60% of orders were placed by customers from tier four and higher locations, indicating its growing popularity in these areas.
Expansion and Market Differentiation
Another key reason for Meesho’s rebranding was to differentiate itself in the highly competitive e-commerce market. With numerous players vying for market share, Meesho aimed to establish a distinct brand positioning. The refreshed brand identity positioned Meesho as a comprehensive one-stop horizontal platform, offering unique benefits to consumers. By targeting the next billion consumers, Meesho sought to expand its market reach and solidify its position in the industry as a one-stop horizontal platform. The rebranding allowed Meesho to stand out among competitors, attract new users, and carve a niche.
Inclusivity and India’s Diversity
Inclusivity is a significant and critical component of Meesho’s brand revamp. Recognizing India’s diverse e-commerce customer base, Meesho aimed to create a genuinely inclusive e-commerce application. The company understood customers’ varied needs and preferences across the country and tailored Meesho’s brand experience accordingly.
By embracing the grandeur of India’s diversity, Meesho aimed to resonate with a wide range of shoppers, irrespective of their backgrounds or regions. This commitment to inclusivity was integral to Meesho’s mass adoption and rebranding journey in gaining confidence and approachability among its customer base.
How Rebranding Contributes To Business Success
Enhanced Brand Experience
Rebranding allows companies to reshape their image and perception. By refreshing their brand identity, companies can address negative associations and create a more relevant and positive image. Meesho leveraged this opportunity to elevate the brand experience for consumers through a new sonic identity, refreshed new color palette inspired by the grandeur of India’s diversity, and an updated brand ethos. The aim was to create a cohesive and memorable brand experience that deeply resonated with customers.
Meesho’s rebranding initiatives aligned with their overarching company aims, which included capturing the next billion consumers, fostering entrepreneurship, and empowering individuals. By repositioning itself as an egalitarian e-commerce platform, Meesho aimed to realize these objectives and positively impact its customers and communities. Eventually, Meesho’s Monthly Active Users have shown impressive growth, surging from 50 million in August 2021 to 127 million in August 2022, signifying a 2.5-fold increase within a year.
Increased Market Visibility
Rebranding generates heightened market visibility, attracting attention and buzz and increasing brand awareness. Through media coverage, social media engagement, and word-of-mouth promotion, companies expand their reach and attract new customers, investors, and strategic partnerships.
Additionally, rebranding enables companies to adapt to market changes and expand their business into new markets and product/service categories. By new brand identity, companies can transcend regional or niche e-commerce market images and position themselves as versatile players, unlocking fresh growth opportunities and revenue streams. Best Digital Marketing Agency provides innovative strategies and top-notch services to help businesses achieve their marketing goals, maximize online visibility, and successfully navigate rebranding.
Competitive Advantage
Getting a new brand identity grants companies a competitive advantage by allowing them to differentiate themselves in a crowded marketplace. Companies can stand out through a unique brand positioning and identity, resulting in improved market share, customer acquisition, and revenue growth.
In the ever-changing e-commerce business environment, rebranding enables companies to adapt to evolving markets and cater to the preferences of Meesho consumers. Companies ensure sustained relevance and competitiveness by updating their brand’s ethos to meet emerging customer needs and aspirations. The Top Digital Marketing Agency in Hyderabad provides cutting-edge solutions and result-driven strategies to help businesses establish a robust online presence and achieve tangible success.
Conclusion
Meesho consumers’ brand experience in India exemplifies the potential benefits of strategic rebranding for companies. The company aims to empower e-commerce and embrace India’s diversity by embracing a refreshed and genuinely inclusive brand identity. Through its brand refresh, Meesho sought to enhance customer engagement, drive market mass adoption, and differentiate itself as a one-stop horizontal platform in the competitive e-commerce application.
Meesho’s growth has been remarkable, evident by the number of registered sellers, which has tripled to 7.25 lakh from the 2.5 lakhs it had during the holiday season sales. Additionally, the platform now boasts a product listing of 65 million, marking a growth of more than four times compared to 16 million in recent times.
Rebranding emphasizes evoking personality traits like confidence and approachability by capturing new e-commerce markets, creating a brand refresh experience on a new color palette, and aligning with the country’s heterogeneous customer base.
Rasmita Patro
About The Author…
Meet Rasmita Patro, a content writer, a former teacher, and a former HR with a passion for storytelling, creating compelling content that engages and informs readers. She has a Master’s in Economics and an MBA degree in Human Resources. Her expertise spans a variety of industries, including finance, healthcare, technology, and others. She has a particular inclination toward crafting blog posts, articles, and social media content that resonates with the target audience. She loves reading different genres of books, love to experiment with cooking, and listening to soothing music.