Q1. What is changing?
A1. Our brand name is changing from “Yash Pakka” to “Pakka”. This change involves the removal of the word “Yash” from our brand name. Additionally, our company name will be updated from “Yash Pakka Limited” to “Pakka Limited”.
Q2. What is not changing?
A2. Though our Company name is changing, it is important to note that there will be no changes to our business or the way we operate.
We still stand strong in our vision to work towards a clean planet. Our purpose remains unchanged, and we remain dedicated as usual to fostering strong relationships with our customers and vendors, while respecting our Mother Earth.
Q3. What are we changing other than the brand name?
A3. • The brand Symbol, Y with a leaf will remain the same.
• The visual elements in our brand identity will remain the same.
• The visual identity elements will be extended so that the sub-brands are included and linked to the Pakka identity. We are expanding our brand color palette and introducing a new font that aligns with the new brand personality.
• All the current brand collaterals and policies will be adapted as per the new brand identity.
Q4. What does this change mean? What larger changes will take place?
A4.• Yash Pakka has been renamed to Pakka. Chuk and the Good Garbage brands will strengthen the Pakka brand identity through their own internal and external reach.
• Pakka Impact has now merged with the existing R&D function of Pakka Limited.
• GCA has been dissolved, as the market it operates in has limited growth potential.
• Pakka Foundation remains the same, however the name change from “Pakka Skills” to “SkillUp” is still under evaluation.
Q5. We changed our brand name from Yash Papers to Yash Pakka only 3 years ago. Why change again? Why can’t we leave it as Yash Pakka?
A5.• After establishing a fair amount of work in solving the problem of single-use plastic in India, we want to go global with it. Over the past few years, we have opened a new office in North America and recently made a major commitment to build a new bagasse manufacturing plant in Guatemala to service the North American market.
• At a global level, a one-word brand name is more effective and easier to recognize. Our goal was to rebrand to Pakka which truly represents our essence. Yash Pakka was the primary step as everyone was connected to the word Yash especially in Yash Papers. So, we decided to gradually make the change in two phases.
Q6. Should we expect any further changes in the brand identity in the near future?
A6. We don’t have any plans to change the brand identity in the near future.
Q7. Will this renaming impact our everyday operations?
A7. • Team members will introduce themselves as a Pakka team member and address the company name as Pakka everywhere.
• Team members’ email ids have been changed from brand@yashpakka.com to firstname.lastname@pakka.com so that we have unified email ids and email signatures across all brands.
• Team members are encouraged to use the newly adapted collaterals like business cards, letterheads, ppt templates etc. PPT templates with guidelines are already circulated on email and will be available on the drive link. The letterhead will be available at reception. For new business cards, please contact brand team at ankita.singh@pakka.com
• All team members will use the new profile cover image and align their LinkedIn profiles with Pakka identity.
Q8. How will this change impact the names of other group companies and brands?
A8. The plan is to establish Pakka as a master brand binding all companies, regions, sub-brands and initiatives around the globe under a unified identity.
• We will be endorsing the Chuk and Good Garbage brands with the Pakka brand identity through internal and external branding. They will carry their own identity.
• Pakka Foundation will be a separate identity. Pakka Skills will remain the brand of Pakka Foundation.
• All the regional companies will be addressed as Pakka with country names like Pakka Inc will be Pakka USA. Similarly, Pakka Guatemala, Pakka Singapore.
Q9. How does this rebranding impact our corporate vision, mission, positioning, and purpose?
A9. We have evolved our existing statements as follow:
Our Vision: Global leadership in regenerative food packaging by 2030
Our Mission: To transform the food packaging and food service industry by providing regenerative solutions that contribute to a cleaner planet
Position Statement: We provide regenerative packaging solutions for food products
Brand Purpose: A clean planet
Q10. What are the likely impacts of frequent changes to our corporate brand?
A10. • By modifying the brand image, messaging, and positioning, over the years, we have aligned ourselves with the needs and preferences of our consumers and our growing company.
• These changes have become a way to course-correct and realign our brand with our company’s vision. This in future will result in a stronger and more authentic brand identity.
• These changes have breathed new life into our brand, injecting energy and excitement.
With correct implementation and communication strategy the transition will be smooth and easy to understand.
Q11. Does the rebranding have any impact on existing agreements or contracts with vendors and clients?
A11. Yes, all the task leaders will need to get the contracts updated with the new legal name “Pakka Limited” with help of the Finance Team. Brand team will provide the new logo identity to the Finance and IT team so they can update. You can share the GST, PAN, TAN, TIN, and IEC with our working partners, customers and associations with updated names.
Please note: GST, PAN, TAN, TIN, and IEC numbers will remain the same only the name will be updated. We can share the new COI in case required.
Q12. Will this renaming impact our sales and recognition in the market?
A12. The renaming will have no impact on the sales and recognition in the market as long as we clearly announce the change.
Q13. How long can we continue using the Yash Pakka branded collateral such as letterhead, visiting cards, corporate gifts, and other items?
A13. • Our new branded printed collateral will soon be ready for use.
• We can use the corporate gifts and apparel inside the premises only until the stock renews.
Q14. How do we connect Pakka with Yash Pakka to make customers understand that it is the same company?
A14. We need to add “Formerly Yash Pakka Limited” in our legal documents and printed collateral for 2 years.
Q15. By when can we implement the name change to Swiggy, BB, Blinkit, Instamart, Zepto?
A15. We can start doing this process after we receive the GST and other legal documents with the new name and identity
Q16. How do you propagate to the larger team to make them understand about the brand change?
A16. We will be identifying some team members and develop them into trainers. They will be the go-to person for any query regarding the brand change.
Q17. Our tagline “Packaging with a Soul” doesn’t clear the purpose as we are not actually packaging but we only provide the material for packaging. How do we connect our tagline with it?
A17. Tagline should be as short as possible. We are limiting it to packaging as we cannot detail it in a tagline. Also, the tagline is inspired from the brand name which implies regenerative packaging done for the food industry with our best effort.
Q18. What will be the external point of contact for each brand in case anyone leaves the organization as the email ids are personalized now?
A18. There will be one common email address per business as primary touchpoint for outward communication. For example: connect@pakka.com for Pakka, hello@chuk.in for Chuk
Q19. Will there be separate email id for pakka foundation and pakka skills?
A19. Yes. Pakka foundation as a legal entity is different from Pakka. Pakka foundation and skills will use firstname.lastname@pakka.foundation as their email id format.
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