The red-lettered running-hand signature of Ardeshir Godrej is expected to remain the corporate logo, though it will be embellished with more style and strength.
MUMBAI: For the first time in 110 years since it was founded, Godrej Group is said to be pursuing a corporate image makeover.
The company was founded by Ardeshir Godrej and his brother Pirojsha Godrej in 1897. Its age-old values of “reliability” and “durability” will continue to underpin this corporate brand, sources said.
The red-lettered running-hand signature of Ardeshir Godrej is expected to remain the corporate logo, though it will be embellished with more style and strength, the sources added. Its shingles, however, were changed in 2001 from Godrej Soaps Ltd to a more encompassing Godrej Group, with the demerged companies of Godrej Consumer Products and Godrej Industries under its umbrella.
Godrej’s image revamp is driven by its highly diversified and global trajectory. The company has been moving from its core personal care and securities businesses to foods, real estate and, increasingly, into white goods (fridges, washing machines, ACs, etc). Industry watchers say since the company has expanded its overseas business to 40 countries, including North and South Americas, Asia, Europe, Australia and Africa, it is important for Godrej to launch an identity which will work globally as well.
A competitive marketplace is galvanising various packaged goods behemoths to spruce up and even globalise their corporate identities. In recent times, Hindustan Lever morphed into Hindustan Unilever to align with its global parent. Cadbury’s had separate flavours which were emerging as separate brands in themselves. Its corporate image was consolidated, with all the different products under this mother brand.
Adi Godrej, chairman, Godrej Group, told DNA Money: “We have appointed London-based research agency Interbrand to research on revamp. The target is to make our brand image more contemporary and relevant. Interbrand is assisting us on what kind of image we should have, new package design, the repositioning of our existing brands, etc. The corporate makeover will include all the listed and unlisted companies under the Godrej Group. We hope to launch the new brand image in the next couple of months.”
Anmol Dar, CEO, Superbrands, said: “The corporate image of Godrej exhumes two words in the minds of consumers - reliability and durability. Godrej is going to add more value to this current brand image and make it more contemporary in nature.”
Industry sources said that the group is spending Rs 5-10 crore for this entire re-branding exercise. Once the agency finishes the research, the company will talk to customers for feedback.
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