The Godrej Group: An Indian Family-owned Business Conglomerate’s Re-branding Strategies


Code : FMB0013

Year :

Industry : Diverse

Region : India

Teaching Note:Available

Structured Assignment : Available

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Indian Business: In Sync with Changing Times?
India is among the oldest civilisations and the history of business here is as old as the civilisation itself. During the Indus Valley civilisation – one of the world’s earliest urban civilisations that flourished in 2500 BC – there were a number of forms of businesses. The economic organisations ofmerchants, craftspeople and artisans took many forms as the nigama, pani or sreni . These organisations sharedmany similarities withmodern day corporations. For instance, the sreni was a separate legal entity with the ability to hold property separately from its owners, to construct its own rules for governing the behaviour of its members and to contract, sue and be sued in its own name...

Godrej Group: Brand Makeover
In April 2008, the group unveiled a new logo and a new brand identity, for the first time since inception. While the signature font was retained, the logo was done up in three colours. The master brand from promising 'smarter living'was repositioned around the proposition of 'brighter living'. Adi Godrej said, "Since we are on a global growth path, we wish to have a new brand identity that has an international appeal." He added, "With our new initiatives, we are targeting a growth of 25%–30% annually. The purpose of the whole exercise is to make the Godrej brand relevant and contemporary." Tanya Dubash, group executive director and president, marketing (also Adi's daughter) said the group wanted to appeal to the youngmindset and "Placing progressive consumers at the centre of our product and brand development, we have created a contemporary and aspirational lifestyle brand by repositioning the master brand around the promise of Brighter Living."...

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