A Birla company joins the rebranding trend. What's in a new corporate identity?
Subscribe to enjoy similar stories. A month after Zomato Ltd renamed its parent company as Eternal, CK Birla Group’s flagship company HIL Ltd has rechristened itself as BirlaNu Ltd, joining a growing roster of Indian companies going for cosmetic makeovers. This is not the first time the building materials company has changed its name.
Formerly known as Hyderabad Industries Ltd, the company renamed itself as HIL in 2012. The latest rebranding may be the company’s attempt to reposition itself as a more contemporary player in the roofing solutions sector, said experts. Separately, Aditya Birla Group chairman Kumar Mangalam Birla on Thursday unveiled a new brand identity for Hindalco Industries Ltd, India's largest aluminium producer.
Speaking at an event to unveil a new brand identity for Hindalco, Birla said the company wants to be a force for good and affirmed the country's largest aluminium producer's commitment towards it. “When the younger generation starts taking the reins of their family businesses, they often want to introduce a sense of refreshment which aligns with their vision for the businesses," Bharadwaj Jaishankar, partner at IndusLaw, told Mint. Next-generation entrepreneurs incorporating modern technology in their business want to signal the shift by adopting a new name that can create a savvy perception, but also want to capitalise on an established brand by retaining it in some capacity, added Jaishankar.
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