Crompton Greaves adopts new brand identity as global power company

Electrical equipment maker Crompton Greaves has unveiled a new brand identity by adopting a fresh logo, which projects the firm as a multinational player in the global power industry.

Crompton Greaves Ltd, part of the USD3 bn Avantha Group, has adopted a fresh logo depicting 'C' and 'G', which unite to create a synergistic new form 'CG'.

"Several years into our acquisition drive, we felt the company must take on an incarnation that reflects its new multinational, multifaceted nature. CG will project its new direction as a significant player in the increasingly important global power industry," Avantha's Chairman and CEO, Gautam Thapar, said in a press release issued here.

"Till date all the new entrants into the CG family had their individual brand names. Through our new brand identity, all our companies across the world, would articulate our shared philosophy and present one unified face to the world globally," CG managing director Sudhir Trehan said.

CG has been aggressively expanding its global footprint since 2005 when it acquired Pauwels, followed by Hungary-based Ganz, Microsol, French firm Sonomatra and US-based MSE.

The group has a presence in power and distribution transformers, switchgear, sub-station automation, high-end on-site maintenance and repair services, and rotating machines among others.