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
Ekart expands IKEA partnership with EV deliveries in Chennai
3PL to handle 600 plus products with 48 hour delivery via EV fleet.
MUMBAI: Flatpacks are going electric and your sofa might now arrive with a smaller carbon footprint. Ekart has expanded its partnership with IKEA to power last-mile deliveries in Chennai, doubling down on speed, scale and sustainability in one of India’s key urban markets. Under the collaboration, Ekart will manage end-to-end large-format deliveries for IKEA across the city using a 100 per cent dedicated electric vehicle fleet. The move makes Chennai the second major market after NCR-Delhi where Ekart handles IKEA’s last-mile logistics, signalling a broader rollout of EV-led supply chains.
The mandate is no small load. Ekart will oversee deliveries for over 600 products from IKEA’s catalogue, ranging from furniture to home décor—categories that demand specialised handling and precision logistics.
Backed by its technology-driven fulfilment network, Ekart is targeting deliveries within a 48-hour window, offering real-time tracking and end-to-end visibility from warehouse to doorstep. The focus is clear: faster turnarounds without compromising on control or customer experience.
The EV-first model also aligns with both companies’ sustainability goals, as urban logistics increasingly shifts towards zero-emission solutions. For IKEA, which continues to expand its omnichannel presence in India, reliable and eco-conscious last-mile delivery is becoming central to scale.
For Ekart, the partnership reinforces its positioning as an enterprise-grade logistics player in large-format commerce. The company already supports over 1,800 retail, D2C and enterprise brands, spanning last-mile delivery, part-truckload services and warehousing.
As India’s logistics ecosystem evolves, this collaboration highlights a growing trend: delivery is no longer just about distance, it’s about efficiency, experience and increasingly, emissions.
