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In June 2006, it was reported that
Prakash Agro Industries (Prakash Agro), an agro-based
company in India, was selling cattle fodder under the brand
name ‘Lalu Pashu Aahar’ (Lalu cattle food). That the product
had used the name ‘Lalu’ as a brand didn’t surprise any one.
It had increasingly become common in the state of Bihar, for
some businessmen to brand their products or services under
the name of the popular politician from the state, Lalu
Prasad Yadav (Lalu). Lalu, currently the Union Minister of
Railways for India, is also a well known politician across
the country.
Satish Kumar Singh (Satish), Manager, Prakash Agro said that
during the discussions on branding the fodder, they chose
the ‘Lalu’ name as they felt that this name was very popular
in the rural areas of Bihar and would help the product
establish an instant rapport with the rural customers. |
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Satish said, “The name Lalu guarantees instant success and is very popular
in the rural areas of Bihar hence we thought there is none other, which can
better connect the product with the rural masses and also save money on
advertisements.”1
Prakash Agro reported that the outcome of this branding strategy had
surpassed the company’s expectations and they were facing problems in
meeting the huge demand for their fodder. They were sending 200 tonnes of
fodder everyday to the market and reported a monthly turnover of Rs.200
million per month. The company had plans to market the fodder in other
states under the same brand name.
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[1] “Brand Lalu ruling Bihar rural markets,” http://sify.com, June 19, 2006.
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