Brands
Butterfly unveils new identity with fingerprint wings, celebrates change in every Indian kitchen
MUMBAI: Some brands age.
Others evolve.
And then there’s Butterfly-the Chennai-born kitchenware veteran that just reinvented itself with a deeply personal twist.
On 23rd June 2025, Butterfly unveiled a revamped identity that fuses a timeless symbol with a powerful message: celebrate change without losing yourself.
At the centre of this makeover is a design choice that’s as poetic as it is powerful. The new Butterfly logo incorporates a fingerprint seamlessly merging into the wings—marking every swirl with the individuality of the person using it. In a world that’s obsessed with change, Butterfly seems to say: your essence still matters.
This refreshed identity isn’t just a nod to design—it’s a shift in mindset. Butterfly now speaks to a psychographic, not a demographic. Targeting what it calls the ‘zillenial attitude’, the brand aligns itself with those who may not be united by age but by how they engage with life: fluid, evolving, yet fiercely authentic.
“For over 40 years, Butterfly has been a part of millions of kitchens across India. Today, as homes become more fluid and identities more self-defined, our new identity reflects not just who we are—but who we’re here for”, said Butterfly CBO Swetha Sagar.
Backed by Crompton, the parent company known for its home solutions muscle, Butterfly is now turning the heat up in India’s fast-modernising kitchens. From mixer grinders to cooktops, its products are being overhauled to match the rhythms of hybrid lifestyles and shifting household roles—without losing durability or design edge.
“This is more than a rebrand. It’s a reimagining of what it means to belong in a modern Indian kitchen. Butterfly is for the originals. The ones who grow, shift, and adapt, but never lose the essence of who they are”, Sagar added.
The campaign—titled ‘Celebrating Change’—embraces the unpredictability of modern life, while doubling down on authenticity. In tone, language, and iconography, Butterfly signals a departure from traditional kitchen narratives that once revolved around functionality alone.
The new visual identity reflects the stories of those who stir with soul, sauté with sass, and season with self-expression. It’s not just a kitchen upgrade—it’s an identity reset.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
