Renaming of the Anil Dhirubhai Ambani Group

3 03 2009

In Prince Anwar Shah Road, Kolkata , you will see two very small electric shops both calling themselves Kundu Electric. If you see closely one signboard reads Kundu Electric (Old) and the other one Kundu Electric (Original). 

In Bhowanipur, Kolkata, where you will see several jewel shops with similar sounding names. You will find “Lakkhi Babu Ka Sone ki Dukaan’. Alongside that there is another jewel shop which says ” Asli Lakkhi Babu Ka Sone Ki Dukaan.” Yet another one says “Asli Lakkhi Babu Ka Asli Sone Ki Dukaan.”  All have one thing common, they all write “We have no branch.”

Perfect examples of how brothers fight to keep the original brand name built by their father. with each brother trying to claim to be the true inheritor of the father’s legacy.

A similar fight  though on a much grander scale was on among the Ambani brothers when the Reliance Group split. Both retained the Reliance name, built by their father .The original logo remained with the Mukesh Ambani Group. The Anil Ambani side had to rechristen itself as Reliance ADAG and also had to get a new logo. Until the split, the younger brother was always known as Anil Ambani. But in order to get some of the goodwill of his late father, he chose to use his full name Anil Dhirubhai Ambani.

As per the separation agreement, at some point of time Reliance ADAG may have to give up its use of the name Reliance. Given Anil’s penchant for dabbling in varieties of business and also to appropriate some of the father’s goodwill, he could rename his group as “Dhirubhai Ambani’s Asli Reliance”- in short “DALLIANCE”.

– G. Mohan

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