New Delhi, April 30 -- Dinshaw's Dairy Pvt Ltd, founded in 1932, is trying to look and think younger. The 94-year-old Nagpur-based ice cream maker is recasting its identity to appeal to a new generation of consumers, while making investments to expand its footprint beyond Maharashtra into markets across India, Zervin Rana, director at the company, told Mint in an interview.

The push comes months after a comprehensive rebranding exercise that refreshed the company's logo and positioning. "We hadn't really invested in the brand identity for a very long time. Our marketing spend until four to five years ago was practically zero," Rana said.

While the business continued to grow on the back of trust in the legacy brand and distribution heft,...