Yatra.com has launched a new brand identity a month or so after it debuted on the Nasdaq.
The OTA has also announced that it will start operating a marketplace model which "allows verified sellers to list their travel products on Yatra’s site, thus enlarging the bouquet of travel products available for travellers."
The new logo "captures the fluidity and smoothness of travel experiences that today’s Indian traveller seeks." Red "stands for exuberance" while the font is "friendly and approachable – Yatra’s personality traits."
Its chief marketing officer Vikrant Mudaliar talked in terms of the relaunch "helping us to stand out in an increasingly cluttered media environment and at the same time lending a sense of confidence and reliability to our brand."
He added that the branding replaced a look which was almost a decade old.
The following video about "the new Yatra" has been posted onto YouTube.
Yatra made its debut on Nasdaq in December with shares priced at $10. They are now trading at $9.70, giving it a market capitalization of just over $347 million.
At the same time as Yatra announced its new look and the opening up of its platform to verified sellers, India's competition authorities officially approved the merger between India's market leader MakeMyTrip and Ibibo Group.
MakeMyTrip said in a filing that more details will be released when the transaction closes at the end of this month.
In an email to staff, bosses of the combined business reportedly said that "Our next and immediate step is to launch projects of integration in all the areas and ensure completion of the first wave in a period of 8 to 10 weeks."
Related reading from Tnooz:
Pivotal moment in 2016 – when MakeMyTrip merged with Ibibo (Dec16)
Yatra sees drastic dip in offline bookings after banknote ban (Dec16)
Every Indian airline to spend more on tech in 2017 (Dec16)