The diversified Godrej Group is set to unveil a new brand identity and launch a slew of products spanning different segments to tap demand during the festival season.

The 117-year-old consumer goods company with interests in industrial engineering, appliances, furniture, security, agro care and real estate “will have a new brand identity, which we are calling its Version 2.0,” said Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Industries.

Speaking on the sidelines of the FICCI Ladies Oraganisation here on Tuesday, Dubash said the company had drawn up a distinct brand identity for the Godrej Group about five years ago to communicate its values, what it stood for and reflect its business culture and identity and peoples aspirations. “We believe it’s time now to revisit and upgrade this and launch the new version.” The underlying message of the new brand identity will be: ‘Ideas that make life better’.

Dubash added that at least right products will be launched during the festival season, without naming the products.

As someone who was associated with the Groups brand strategy, she said Godrej connects with more than 600 million people every day with its products, and its engagement will only get bigger as the company has drawn up plans to grow at a compound annual growth rate of 25 per cent.

“Our products such as Cinthol soap, Good Knight mosquito repellent and hair dye may be top on brand recall, but the number of areas and businesses we are engaged in are far more diversified. Therefore, a distinct Group brand identity makes a difference,” she explained.

Nature’s Basket Referring to Nature’s Basket, a retail venture of the Godrej group with a chain of over 32 premier gourmet stores in Tier 1 cities, she said the current focus is on growing them in these cities before entering other markets. “We expect the Nature’s Basket, an initiative close to my heart, to break even soon,” Dubash said.

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