The name needed to be Pan-Indian. Bharat Mandi insisted on avoiding the term 'organic,' considering it a mere entry requirement rather than a unique feature in the global market. Additionally, words like 'cow,' 'farm,' or 'white' were to be excluded from the name due to market saturation. Bharat Mandi sought a name with a blend of Indian and global tones, reflecting local roots and a quality that exceeds the global standards.

As a part of our market research more than 50 Indian milk brands were taken into consideration. The sample was also, to some extent, dominated by South Indian brands that claim to be organic.

A) We found most of the names fell within the Descriptive and Suggestive end of the semantic spectrum. In terms of structure, the market leaned towards real words and  proper nouns. Having said that compound words and coined words were also strong in numbers.

B) The Indian market is flooded with milk names with puranic/mythical tones and connotations. The rest of the market is filled with names derived from different figures of speech representing a cow or a farmer. Puranic names are again divided into names of mythical deities, creatures and mythical places that represent dairy.

A) With real words being saturated and compound words being too long, we decided to come up with a coined name that is  either descriptive or at least suggestive to maintain differentiation and centrality at the same time.
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B) Apart from the brands that have the word organic in their names, not a lot of words focused on the salience of the product or the process of production itself without sounding too regional. We found this as an opportunity gap to leverage. To come up with a name that focuses on the salience of the product/process without using the word organic.

With these key decisions in mind and the unique asks from the client, we came up with a list of associations and ideas we wanted to explore. We also came up with a matrix within which we preferred the name to fall.

As we can see Trudh comfortably sits in the coined-suggestive section of the naming matrix retaining both differentiation and centrality.

With a robust name like Trudh, the brand is poised to enter the Indian market as a game-changing player and eventually make its mark globally.