Kesoram goes for unified identity in brand revamp

Kesoram Industries, the diversified flagship of B K Birla group, would on Thursday launch a new brand in order to present a rejuvenated and unified corporate identity that straddles businesses such as tyres, cement and rayon, officials told dna.

“We are in the process of rolling out Kesoram’s new brand, extending a uniformity to the identities of Kesoram and its various business divisions. We are seeking our brand and the visual identity that personifies it to be representative of the progress that we have seen and are seeking as we look ahead,” Arvind Singh, chief executive officer (business operations) of Kesoram, said.

The makeover of the current brand identity has been done by Grey Worldwide based out of Singapore.

Experts said there is an urgent need for reviving and strengthening the tyre brand as Kesoram is now entering retail market, reviving the 80-tonne-a-day passenger car tyre project at Balasore, Odisha, where work started in 2009 but stalled due to slowdown in the auto market.

With slowdown impacting both tyre and cement businesses and spun pipe plant remaining shut, Kesoram had earlier come up with a rights issue of over Rs 400 crore, of which about Rs 300 crore would be used to repay debt.