Intellectual non-theft

LAUNCH: Did nobody think of the brand name before?

Now how come nobody thought of it before? Krishnaa as a dairy products brand, that is. There exist regional players that have tried to make the most of the name's dairy associations in India, but as it turns out, nobody can accuse Arjun International "" which has just launched lassi and butter milk under the brand "" of intellectual property theft.

And even if anyone did, it would've made an interesting case, given the stance the mythological butter aficionado would be assumed to have had on the subject.

Anyhow, the just-launched rose-flavoured Krishnaa Lassi is to sell at Rs 12 for a 200-ml Tetrapak, and Krishna Spice Buttermilk at Rs 10 for a smiliar pack.

"We are quite optimistic that our lassi and butter milk shall be consumed more as a matter of daily routine and not be restricted to occasional buys," according to Rajbir Singh, managing director of the Rs 25-crore Arjun International, an importer of assorted products.

The company claims to have set aside Rs 1 crore as a first-year promotional budget for Krishnaa ("natkhat" is the catchphrase). But will this new dairy brand manage to strike a playful enough relationship with the target consumer?