Branding of Assam Zoo

The Assam State Zoo cum Botanical Garden (also known as Guwahati Zoo) is the largest of its kind in the North-East region. Assam State Zoo cum Botanical Garden (ASZBG), with an area of 175 hectares, is located right in the heart of the fast growing city of Guwahati, which is also considered as the “gateway of North East India”. The zoo is home to about 1073 animals, birds and reptiles representing almost 131 species of animals and birds from around the world. ASZBG is one of the Central Zoo Authority recognized large zoos

“A paradise unexplored" is often how the Northeast India is described, which implies a definite need for branding of the place. Assam is a blessed land for wildlife enthusiasts. The Assam State Zoo is the largest of its kind in the North East region and it is spread across 432 acre. 

Guwahati’s Green Retreat! – It is not just about the service or product.

CLARIFYING VISION, STRATEGIES, GOALS & VALUES

Mission: To sensitize people, in consistence with interest in the upkeep of the species, through adequate visitation, recreation facilities and education in order to elicit support for conserving the wild fauna and flora of the Northeast Bio-geographic Zone.

Vision: This zoo envisions creating a mechanism for enhancing expertise on excellence in the upkeep and ex-situ conservation of the rare and endangered fauna and flora of the region.

Goal: To elevate ASZBG into an ideal institution for conservation breeding of the rare, endangered and endemic species of fauna of the region.

Values: Committed to support environment

STAKEHOLDER (EXPERT) COMMENTS

From semi-structured Interview 

“We are proud of our endemic species. The animals here are sometimes taken to other zoos for display. The great Indian One horned Rhinoceros found in other parts of the world is definitely somehow taken from here through an exchange programme.

I see bright future in the coming years for Assam State Zoo. As long as rich biodiversity stays with North-east India and Assam, there is no concern for Assam Zoo or for any other zoos in the region.”

Why Rhino?

1. Great One Rhinoceros is the state animal for Assam

2. One of the rare and endangered species that is endemic/indigenous to the region

3. Public demand for spectacular and eye-catching exotic species in the zoo. 

4. Ex-situ conservation centre: Assam State Zoo was the only rescue center (till 2002) for the entire state and was successful in rearing innumerable number of species ever since it was established

5. Captive breeding: Birth of Rhino calf on 1st Sept 2013

An identity must meet people’s expectations and should perform the way they want it to.