Mumbai: Larah, the opalware brand by Borosil, has undergone a change in brand identity and positioning. The brand aims to target modern Indian women who multitask and strive to excel in every aspect of their lives.

With the theme "My Home, My Way," Larah emphasizes women's choices, efforts to showcase their personality and commitment to making healthy, savvy, and sustainable choices for their homes and loved ones. The brand's new immersive experience includes a new logo featuring a deep aubergine hue, which represents self-assurance and confidence - virtues that embody today's women.

Regarding launching the new identity and campaign, Borosil Ltd. senior general manager (marketing) Barnali Shankar said, "We are extremely excited to reposition Brand Larah. We aim to recognize modern Indian women, their values, and their commitment to their homes and loved ones. Our brand values are rooted in confidence, aspiration, and sustainable choices. We are proud to play a part in empowering Indian women and recognizing their dedication."

In addition, the brand has reworked its packaging design to be easily identifiable while on store displays. Customers can easily navigate and get what they want, as the packaging is standardized across ranges but differentiated to cater to various styles. Larah's new brand positioning is all about enjoying moments with its products. The brand offers a wide range of dinnerware and serveware options to suit various occasions, each providing a happy and beautiful reflection of its users' true selves.

The brand will roll out its changes in packaging design, POS, and online digital communication, with a renewed commitment to empowering and recognizing the value of modern Indian women.