Current Affairs - National - Discussion

Milkfed, officially known as the Punjab State Cooperative Milk Producers Federation, launched the mascot ‘Veera’ to boost the national presence of its dairy brand Verka. Designed as a smiling young Sikh boy with folded hands, Veera symbolizes Punjab’s warmth and cultural values. The move is intended to emotionally resonate with consumers and elevate Verka’s market appeal across India, similar to the impact of the Amul Girl. This branding initiative was unveiled during the foundation-laying ceremony of a ₹135 crore dairy expansion project in Amritsar, reinforcing Milkfed’s ambition to modernize operations and expand beyond its stronghold in Punjab.