In a major branding and infrastructure push, Milkfed Punjab has unveiled a new mascot named ‘Veera’ for its flagship dairy brand Verka, aiming to scale up its national and international presence. The launch took place during the foundation stone-laying ceremony of a ₹135 crore dairy expansion project in Amritsar.
Modeled after the success of the iconic Amul Girl, Veera is a cheerful Sikh boy with folded hands, representing Punjab’s warmth, hospitality, and cultural vibrancy. The mascot, whose name means “brother” in Punjabi, is set to become the new face of Verka across product packaging, advertisements, and digital campaigns.
“Veera will not just represent Verka—it will represent the soul of Punjab,” said a spokesperson from Milkfed Punjab.
The unveiling comes alongside Milkfed’s announcement of a ₹135 crore infrastructure upgrade, aimed at increasing production capacity, especially for sterilized flavored milk, lassi, curd, and other fermented dairy products. The new facilities are designed to modernize operations and strengthen Verka’s hold in the growing value-added dairy segment.
🛒 Verka Goes Digital: E-commerce Push Announced
Punjab Chief Minister Bhagwant Singh Mann, present at the event, announced that Verka products will soon be available online, opening doors to pan-India and global markets. This digital shift is a strategic move to increase accessibility and attract younger consumers.
🧃 Verka’s Portfolio & Market Presence
Verka, under the aegis of Milkfed Punjab—currently ranked as the 7th largest state milk cooperative in India—offers a diverse range of dairy products including:
- Milk, paneer, butter, curd
- Flavored milk and lassi
- Ghee and ice creams
Though it enjoys strong dominance in Punjab, the introduction of Veera marks a renewed effort to connect with national consumers, especially families and children, through emotional and culturally resonant branding.
“With Veera as our brand ambassador and new infrastructure in place, Verka is ready to scale with speed and soul,” said Milkfed’s MD.
The initiative highlights a growing trend among Indian dairy cooperatives: building emotional brand equity alongside operational expansion, bridging tradition and modernity to remain competitive in a rapidly evolving market.
