Butterfly, a trusted Indian kitchen appliance brand and subsidiary of Crompton Greaves Consumer Electricals Limited, has unveiled a refreshed brand identity, renewed purpose, and sharper consumer understanding on June 23, 2025.
The new identity features a symbol merging a fingerprint into butterfly wings, reflecting the brand's core belief that while life changes, one’s essence remains.
The brand now targets consumers with a 'zillenial' attitude, focusing on psychographics rather than demographics, to connect with individuals who embrace transformation while staying authentic.
Its refreshed positioning, 'Celebrating Change', acknowledges modern Indian homes with shifting roles, hybrid lifestyles, and tech-integrated living.
Swetha Sagar, Chief Business Officer, Butterfly, stated that the new identity reflects who the brand is and who it serves, reimagining what it means to belong in a modern Indian kitchen.
Butterfly's product range, including mixer grinders and cooktops, is undergoing a transformation to be more intuitive, durable, and design-forward, aiming to improve everyday life with intelligent solutions.