Genefied, an IT services and consulting company that empowers Consumer Packaged Goods (CPG) brands with smart loyalty, traceability, and digital warranty ecosystems, has unveiled its updated brand identity. The change coincides with Genefied completing five years of operations and sets the tone for its next growth phase in a rapidly evolving market.
The updated visual identity is led by a bold ‘G’ that represents growth, gravity, and a global outlook. It reflects Genefied’s ability to unify complex systems into a single, streamlined platform while signifying the company’s expanding influence in the digital infrastructure and traceability space.
An upward-embedded arrow within the design expresses progress and intelligent motion. It embodies the principles of automation, AI-led decision-making, and real-time data efficiency that are central to Genefied’s technology solutions.
The gradient colour transition, moving from deep blue to teal green, signifies the journey from trust and stability to agility and innovation. This shift illustrates Genefied’s evolution into an AI-native company, built to embrace digital transformation at every level.
Notably, simplicity defines the design. Clean lines and minimal forms reflect the company’s product philosophy that advanced technology should feel effortless to use. Beneath the surface, the identity hints at robust systems, machine learning models, and seamless traceability networks working efficiently behind the scenes.
Designed with adaptability in mind, the refreshed identity works across various formats, including mobile interfaces, blockchain tags, digital dashboards, and QR codes. It underlines Genefied’s relevance across diverse sectors such as apparel, FMCG, electronics, and pharmaceuticals.
The design also brings together technical precision with a human-first approach. Genefied continues to prioritise user-friendly solutions that make backend systems intuitive and accessible across the value chain.
This new identity supports Genefied’s renewed positioning as a leader in loyalty and traceability. The updated tagline, Scale Every Interaction, reflects the brand’s intent to help businesses build meaningful, technology-powered connections across every stakeholder touchpoint.
Medianews4u.com caught up with Ayush Jhawar founder, CEO Genefied
Q. What factors prompted Genefied to unveil a new brand identity?
Over the last five years, Genefied has evolved from offering technology solutions specifically for CPG brands in General Trade, which includes distributors, wholesalers and kirana stores, to becoming a comprehensive supply chain technology ecosystem. Today, the suite spans traceability, digital warranties, channel loyalty, rewards and reward fulfilment, reflecting the broader value delivered across industries.
This transformation led to the creation of a new brand identity that represents growth, clarity and a forward-focused vision, supported by scalable, AI-driven solutions that bring trust, innovation and simplicity to the supply chain. The refreshed logo reflects this direction by blending the C for consumer brands and community with an upward arrow that signifies progress, momentum and accelerated growth, and together these elements form a subtle G that places Genefied at the centre of the ecosystem.
The identity is designed to be adaptable across sectors and geographies, capturing Genefied’s role as a growth engine that empowers brands with transparency, loyalty and technology that strengthens every touchpoint from manufacturer to end consumer.
Q. The rebranding change coincides with Genefied completing five years of operations and sets the tone for its next growth phase in a rapidly evolving market. What trends does the company expect to see in the market as it evolves?
At Genefied, we foresee three major trends shaping the future of the market. First, brands are increasingly demanding end-to-end visibility across their General Trade (GT) channels, moving beyond the limitations of e-commerce ecosystems.
They want complete traceability — from manufacturing to the last mile to strengthen control, trust, and compliance. Second, we’re seeing predictive analytics and intelligent engagement redefine loyalty.
Traditional point-based programmes are giving way to data-driven, personalized experiences that build deeper, more meaningful relationships with retailers and consumers alike. Third, AI and automation are fast becoming the backbone of operational efficiency. As we integrate these technologies into our solutions, we’re helping brands make proactive, insight-led decisions instead of reactive adjustments, driving agility, growth, and sustained impact across their entire supply chain network.
Q. How is Genefied perceived by clients and is there room for improvement?
Clients see Genefied as a trusted technology partner that delivers transparency, scalability, and actionable intelligence across complex General Trade (GT) networks. While this trust is deeply valued, we continue to evolve, making our AI insights more intuitive, strengthening integrations across regions, and enhancing the overall user experience.
As our clients grow and scale, so does Genefied, continuously improving to stay ahead of their evolving needs and setting new benchmarks for innovation and impact.
Q. What role is predictive analytics going to play in Genefied helping clients build meaningful connections by uncovering patterns, identifying risks, and developing mitigation strategies well in advance?
At Genefied, that’s the whole point of building this platform, to help brands move from being reactive to becoming truly proactive. Predictive analytics lies at the heart of this shift.
By combining historical and real-time data, our platform uncovers patterns, identifies potential risks such as product diversion, and optimises campaign and loyalty performance. This foresight empowers brands to anticipate challenges, engage high-value retailers more effectively, and build stronger, data-backed relationships, turning insights into meaningful, long-term connections across the supply chain.
Q. In leading with purpose and clarity, what is the big challenge going to be? How much handholding with clients will be required?
The biggest challenge will be ensuring that digital transformation within GT markets remains practical, contextual, and sustainable. Many brands still operate with legacy systems, so shifting mindsets and processes takes time.
While our platforms are intuitive, the initial adoption phase often requires close collaboration and guided onboarding to align teams and local operations. Our approach is to handhold clients just enough to ensure smooth transition and confidence, while allowing them to evolve at their own pace and scale seamlessly.
Q. How has the festive season been for Genefied?
The festive season has been one of the busiest and most exciting periods for us at Genefied. This time of year always brings heightened activity across General Trade, with brands rolling out Spin-n-Win contests, lucky draws, and special engagement campaigns for both end consumers and channel partners to strengthen connections and drive sales.
We’ve seen strong adoption of our loyalty and traceability platforms as brands leverage data-driven campaigns to reward retailers more effectively and build lasting trust across their networks. Our team has been actively supporting clients in designing and executing these festive initiatives, ensuring authenticity, real-time visibility, and measurable ROI through AI-powered insights and optimized engagement.
Q. What tactics will Genefied adopt to empower Consumer Packaged Goods brands with smart loyalty, traceability, and digital warranty ecosystems?
Our strategy is rooted in integration, scalability, and intelligence. Genefied’s traceability platform ensures end-to-end product authenticity, our loyalty programmes drive sustained retailer engagement, and digital warranty ecosystems strengthen post-purchase trust.
To empower CPG brands, we’re adopting tactics such as gamified retailer engagement, tier-based incentive structures, QR-enabled product verification, and AI-powered analytics for real-time performance optimisation.
This is further strengthened by Genefied’s 3C Strategy, creating new business opportunities, communicating schemes and value clearly, and cultivating loyalty and long-term engagement. Together, these elements create a cohesive, data-driven ecosystem that delivers measurable impact, actionable insights, and stronger brand–channel relationships.
Q. Why is it important for CXOs to lead the charge in embracing tech-driven loyalty solutions to retain consumer trust and drive long-term brand growth?
Leadership advocacy is crucial for driving meaningful digital transformation. In fragmented GT markets, CXO-level commitment ensures alignment between strategy, technology, and on-ground execution.
When leaders actively champion tech-driven loyalty solutions, it accelerates adoption, strengthens partner and retailer confidence, and fosters consistent consumer engagement. This top-down conviction not only builds trust and transparency but also drives sustained brand equity and long-term growth.
Q. Are QR codes playing an increasingly important role in brand loyalty, or is this innovation more about driving conversions?
As I shared in my TED Talk, “What Makes Something Ordinary Turn Extraordinary?”, it’s about transforming ordinary codes into extraordinary trust. QR codes today serve as a powerful bridge between loyalty and conversion. They enable instant product verification, foster direct engagement with consumers and retailers, and generate rich, actionable data on buying behaviour.
When integrated within Genefied’s broader analytics and engagement ecosystem, these QR-based interactions empower brands to build trust, deliver personalised experiences, and drive measurable conversions, turning every scan into a moment of connection and confidence.
Q. Could you talk about work recently done in sectors such as apparel, FMCG, electronics, and pharmaceuticals that stands out?
In FMCG, our solutions have powered retailer loyalty programmes for leading brands like Bikaji, driving stronger engagement, higher retention, and improved scheme adoption. In apparel, we developed a retailer loyalty ecosystem for MachoHint, supported by QR-based authentication to prevent counterfeiting and strengthen brand trust. In electronics, digital warranties integrated with loyalty programs have streamlined after-sales service and enhanced customer satisfaction. In pharmaceuticals, combining traceability with retailer engagement has improved compliance and reduced product diversion.
We’ve also implemented anti-counterfeiting solutions for brands like Bisleri, among many others, showcasing the versatility and cross-sector relevance of Genefied’s technology ecosystem.
Q. As technology rapidly evolves, will the companies that stay ahead be the ones that focus on upskilling employees?
Absolutely. Technology creates impact only when people know how to harness it effectively. Continuous upskilling empowers teams to interpret AI-driven insights, optimise performance, and manage digital ecosystems with agility.
Companies that invest not just in technology but also in building human capability will lead the way — turning innovation into sustainable, scalable growth.
