MAM
Dollar has Akshay Kumar unveil new brand identity on webinar
BENGALURU: In probably what will be the ‘new normal’ as far as product and brand launches are concerned, Indian apparel brand Dollar Industries Ltd (Dollar) unveiled a new brand identity through a webinar. The new brand identity has the word Dollar with and added subscript – ‘Wear the change’ – #DollarBadalGaya.
Following the government’s norms of social distancing, the company digitally revealed its newly designed logo along with Indian movie superstar and Dollar brand ambassador since 2010 Akshay Kumar and Dollar managing director Vinod Kumar Gupta. The concept was probably the first of its kind initiative by a brand to reach out to its consumers and share its message of ‘Wear the Change’ by staying in tune with digitisation and changing times.
The company wanted to tell the world that its products were not limited to just men’s undergarments as most of its he-mansque audio-visuals seemed to portray. They were meant for men, women and kids, and not men’s innerwear alone, but products for women and children and apparel such as jeans, T-shirts, skirts, etc.
A new TVC featuring, Akshay Kumar to sync with the new brand identity was also revealed. And for a change the TVC has the male lead being rescued by a female through a bedtime fairy tale that Akshay Kumar narrates to his ‘daughter’.
Sharing his thoughts about the new brand revelation, Gupta stated, “Our brand identity focuses on ‘Wear The Change’ which is aligned with our business ethics to constantly innovate and keep up with the trends and changing consumer needs. The reinvigorated brand identity will provide a new dynamism to the business profile internally, to the end customers and stakeholders.”
Gupta further added, “Our logo retooling exercise provides the brand a distinct identity. The ‘Knitted D’ symbolises our product line. The rebranding step has been taken to re-organise the brand architecture altogether making the brand visibility more precise and clearer. The company has become simpler in maintaining various categories which in return will make a positive change in the market.”
Explaining the reason for the new identity in these trying times, Gupta said that this had been work in progress since the past one year and the new brand identity was to be unveiled in the traditional manner, but for the Covid2019 lockdown.
Akshay Kumar said, “My association with Dollar has been stupendous since the last ten years and today I am thrilled to be unveiling their new brand logo and identity through this virtual activity. Currently, the pandemic across the world has generated an unprecedented circumstance and calls for widespread cooperation at all levels of society. In every situation, I search for positivity and as the brand ambassador of Dollar I urge everyone to stay safe during such difficult times, with a hope that we will be back soon."
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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.
