Client
Jeena & Company
Sector
Supply Chain, Freight Forwarding & Logistics
PR Focus
Legacy Brand Repositioning, Executive Visibility & Category Thought Leadership
Client Overview
Jeena & Company is India’s largest and oldest family-owned freight forwarding and logistics company. Founded in 1900 in Mumbai by Pallonji Katgara and Jamshedji Dastoor, the company recently celebrated its 125th anniversary in 2025. It is currently led by the 4th and 5th generations of the Katgara family.
Jeena & Co is a legacy powerhouse that has evolved from a colonial-era shipping agency into a globally integrated digital logistics firm.
About Project
Jeena & Co., a 120-year-old logistics and freight forwarding pioneer, had already cemented its reputation among domestic and international partners.
They chose Umanshi, a PR and full-stack marketing agency known for positioning legacy brands for modern, high-impact storytelling and public relations strategy.
We built a multi-layered PR framework for Jeena that balanced legacy with innovation.
Challenge
Targeted Mainstream Awareness
Despite being an industry titan, the brand’s recognition was largely confined to B2B trade circles. The objective was to break through the “logistics bubble” and secure high-impact visibility in national business dailies and mainstream news outlets to reach a broader spectrum of stakeholders and decision-makers.
Strategic Brand Evolution
As a legacy entity, the brand faced the hurdle of perceived traditionalism. There was an urgent need to pivot the public narrative to resonate with a younger, tech-savvy audience, repositioning the 125-year-old company as a digital-first innovator that leads through agility rather than just history.
Executive Authority Positioning
Beyond moving cargo, the brand needed to be seen as a source of intelligence. The goal was to elevate key leadership as primary voices in emerging sectors like Green Logistics and AI-driven supply chains, ensuring they were the “go-to” experts for commentary on the future of global trade.
Our Strategy
Building Jeena’s Thought Leadership Engine
We launched consistent visibility around core verticals:
1. Jeena Criticare: A category-defining narrative in critical healthcare logistics
2. Freight Forwarding & Supply Chain Transformation: Executive insights and industry opinions
3. 3PL, Air Cargo, Global Trade: Feature stories across verticals
COVID-Era Reputation Management
During the pandemic, Jeena’s logistics interventions for healthcare and emergency transport were placed front and centre, establishing it as a resilient and responsible brand.
Content & Conversation Ownership
We crafted high-authority content:
1. Strategic press releases
2. Industry story participation
3. Founder & leadership interviews
4. Expert opinions, webcasts and category-building thought pieces
Awards, Recognition & Brand Authority
We helped Jeena gain visibility at events, panel discussions and media features, positioning it as a voice of experience and transformation in the logistics space.
Result & Metrics
Media coverage across digital and print
0
+
Tier-1 Media Penetration
0
%
increase in Executive & Brand Mentions within 12 months
0
x
spike in B2B inquiries
0
%
Testimonial
Understood Our Vision From Day One
We were impressed by Umanshi’s professionalism and their commitment to understanding our business goals in depth. Their ability to craft compelling, insight-led content helped us connect meaningfully with our audience, drive engagement, and strengthen strategic brand communication across platforms.
Ayesha Katgara
Head of Corporate Strategy, Jeena & Co.
PR Formats Delivered
Ready to Reposition Your Legacy Brand?
We help legacy businesses, industrial brands and logistics leaders reinvent their public narrative through high-credibility PR, executive positioning and category creation.
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