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Shining tips for global branding of Indian products

Fakir Chand in Bangalore

Shining, the Paris-based management and brand-consulting firm, which turned the fortunes of Indian companies, like Britannia and Wipro as national and international brands, has launched its India and APAC operations for global branding of Indian products.

Founded by the Indian-born Shombit Sen Gupta 17 years ago, Shining has serviced over 100 multinational companies the world over for creating and promoting around 1,200 brands.

Among the global companies with which it partnered are Unilever, Nestle, Proctor & Gamble, Total, Remy Martin, Reckitt & Colman, Delta, Adidas, Danone, SmithKline, and L'Oreal.

Having entered India in 1996 with its comprehensive consultancy to FMCG companies like Britannia, Lakme, and Marico, Shining bagged the prestigious Wipro project to bring about a virtual transformation in its working and corporate identity for emerging as a global IT-driven conglomerate.

Since then, four more companies, viz., Bombay Dyeing, Vam Organic Chemicals, Eveready, and Haldia Petrochemicals have signed up with Shining for revamping their entire operations to give a new outlook for achieving high value and volume growth, leading to high market capitalisation.

"Shining's concept of emotional surplus identity is a paradigm shift in business practice and management culture for capturing the mind's eye to quickly perceive value beyond expectation," claimed its chairman Gupta.

Through a patented research methodology, Shining engages in a psycho- socio filtration process that aligns a corporation's values, working process, and end delivery to pave the way for a rapid growth of leading companies.

Though Shining has confined itself largely to Europe and the Americas over the last decade, it has now decided to turn its focus to east, specially the Asia-Pacific region, thanks to its burgeoning population.

"We see a great opportunity for the Indian industry to grow rapidly in the Asian market, where the world's largest population of 2.5 billion resides," Gupta asserted.

If the Indian industry has to succeed in the domestic market and be a contender for global leadership, then it has to focus on the key areas of corporate identity, brand repositioning, and new branding.

"Among the many ills plaguing the Indian industry, benchmarking has not yet caught up with many a corporate; there is no clarity on how a commodity business can be transformed by relating the product benefit to its corporate origin; there is no subconscious attachment of a stakeholder to the corporation and its brands, and there is a lack of vision that prevents trend creation; there is no process to anticipate market trend resulting in one's brand being left behind," Gupta listed out some of the lacunae.

According to company's India and Asia-Pacific CEO Renee Jhala, Shining believes that an increasingly globalised world needs a multi-cultural team to build high corporate and brand values.

This is the concept that Shining has built a team around.

"We offer our expertise in diverse sectors of the industry such as technology, food and beverages, cosmetics, pharmaceutical, personal care, automobile, house hold, and services. Our goal is to make the brands of our clients to shine for a dynamic growth," Jhala added.

Being a proprietary firm, Gupta did not disclose either Shining's revenues or investments being made in the Indian operations.

"We will have about 100 employees in the next two years, majority of them located in Bangalore, where a state-of-the-art design studio, gallery for display of global products, and a corporate office are coming up.

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