HyFun Foods – A Fresh Chapter in Frozen

Brand Identity and Strategic Evolution

Announcement Date: 9th March 2024, New Delhi
Objective: To disrupt an often-overlooked category in the frozen food industry through rebranding and corporate storytelling.

HyFun Foods, a key exporter in India’s frozen food segment, marked a new era in 2024 with the unveiling of its refreshed brand identity. The initiative was designed not only to modernize the brand’s visual identity but to elevate its positioning as a purpose-driven innovator in the food space.

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The launch introduced:

A vibrant new logo symbolizing joy, freshness, and forward-thinking.
A brand mascot crafted to represent approachability, innovation, and the company’s global ambitions.

In a statement to the press, Mr. Haresh Karamchandani, MD & CEO, emphasized how the new identity embodies HyFun’s values of quality and innovation, while setting the stage for future-forward growth.

PR & Media Engagement

The rebranding was supported by a targeted media outreach strategy, resulting in multiple top-tier coverages:

These placements helped strengthen brand awareness and reframe HyFun’s public perception from a B2B-focused exporter to a consumer-centric innovator.

HyFarm Initiative – Building from the Ground Up

Event Date: 25th March 2024
Location: HyFun Plant, Mehsana, Gujarat
Initiative: Launch of HyFarm – a ₹100 Cr investment in sustainable farming practices and agri-sourcing partnerships.

HyFun Foods took a bold step into agri-impact leadership with the introduction of the HyFarm Initiative, focusing on ethical procurement, farmer empowerment, and future-ready agriculture.

Key Campaign Focus Areas:

Creating a reliable market and income model for local farmers.
Supporting the Make in India movement with sustainable sourcing.
Reinforcing HyFun’s role as a trusted global B2B food player.

Coverage Highlights:

Leadership Momentum – Appointment of CEO for HyFarm

To spearhead the HyFarm vision, HyFun appointed Soundararadjane S, a seasoned industry veteran, as CEO of the initiative. His appointment added strategic clarity and reinforced HyFun’s long-term commitment to sustainable food systems.

Media Announcements and Coverage

The leadership announcement received strong interest from agriculture and business media:

This leadership announcement helped position HyFarm not just as an initiative, but as a structured, scalable movement with executive backing.

FAM Trip – Immersive Experience for Media

As part of its storytelling strategy, HyFun hosted an exclusive FAM (Familiarization) Trip for select journalists and media representatives. The initiative was designed to offer a first-hand view of HyFun’s end-to-end operations, from processing to packaging.

Participants Included Representatives From:

Financial Express
Press Trust of India (PTI)
Mint
Navbharat Times

Impactful Coverage:

These stories not only elevated HyFun’s credibility but also spotlighted the brand’s ambitious goal of reaching ₹5000 Cr turnover by FY29.

Conclusion – From Identity to Industry Leadership

In 2024, HyFun Foods transformed from a quiet performer into a strategic storyteller. Through rebranding, sustainable initiatives, executive leadership, and immersive media experiences, the company repositioned itself as a category leader ready to redefine the frozen food and agri-space globally.

This multi-tiered campaign serves as a strong example of how branding, corporate responsibility, and media strategy can converge to craft a truly future-forward brand narrative.