India Volume 13

AN INSIGHT INTO SOME OF INDIA’S STRONGEST BRANDS Volume 13 Albania • Angola • Argentina • Australia • Austria • Azerbaijan • Bahrain • Bangladesh • Belgium • Bosnia & Herzegovina • Brazil • Bulgaria Cambodia • Canada • Caribbean • Chile • China • Columbia • Costa Rica • Croatia • Cyprus • Czech Republic • Denmark • Dominican Republic • East Africa • Ecuador • Egypt • Estonia • Finland • France • Germany • Ghana • Greece • Guatemala • Honduras • Hong Kong Hungary • India • Indonesia • Ireland • Israel • Italy • Japan • Jordon • Kazakhstan • Kosovo • Kuwait • Latvia • Lebanon • Lithuania Luxembourg • Macedonia • Malaysia • Maldives • Malta • Mauritius • Mexico • Myanmar • Montenegro • Morocco • Mozambique • Netherlands New Zealand • Nigeria • Norway • Oman • Pakistan • Panama • Paraguay • Peru • Philippines • Poland • Portugal • Qatar • Romania Saudi Arabia • Serbia • Singapore • Slovakia • Slovenia • South Africa • South Korea • Spain • Sri Lanka • Sudan • Sweden • Switzerland • Taiwan Thailand • Turkey • United Arab Emirates • United Kingdom • United States of America • Uruguay •Venezuela •Vietnam • Zambia • Zimbabwe

MANAGING DIRECTOR Neelakshi Sarkar CONSULTANT Kumar N. Pillay WRITERS Kumuda Rao Neelakshi Sarkar GRAPHIC DESIGNER Mohammad Shakeel COORDINATION Kamlesh Rawat PUBLISHED BY Superbrands India Media Private Limited on behalf of Superbrands Ltd. Punj Essen House Nehru Place New Delhi – 110019 e-mail: WEBSITES Copyright© 2022 Superbrands Ltd. Superbrands® is a registered trade mark of Superbrands Limited 35 Ballards Lane London N3 1XW United Kingdom Superbrands India Media Private Limited is a licensed user All rights reserved No par ts of this publication may be reproduced or transmitted in any form or by any means, electronic, digital or mechanical, including scanning, photocopying, recording or any information storage and retrieval system relating to all or par t of the text, photographs, logotypes without first obtaining permission in writing from the publishers of this book together with the copyright owners as featured. All of the companies who own the Superbrands featured in this publication have given consent for the brands name, logotype and photographs to be shown. Any enquiry regarding a specific Superbrand should be made to the relevant company. The information in this book has been obtained from par ticipating brands. Superbrands Limited, UK and Superbrands India Media Private Limited, neither authenticate nor endorse the data or the views expressed in it. PRINTED AT Magnatek Printers New Delhi The paper used in this book has been responsibly sourced The jacket design symbolises the harmonising actions of all stakeholders towards a sustainable future

Contents Foreword 5 Perspectives 6 Aquaguard 8 Astral Pipes 10 Axis Bank 12 Birla Aerocon 14 Blue Dart 16 Boroline 18 CCAvenue 20 CERA Sanitaryware 22 Charminar 24 Crizal 26 Crompton Pumps 28 Everest 30 Faber Chimneys 32 Fenesta 34 Forbes Vacuum Cleaners 36 Freshwrapp 38 HDFC Life 40 Hindalco Everlast 42 ICICI Lombard 44 Indane 46 Jaquar 48 JK Tyre 50 JK White Cement 52 Johnson Endura 54 Johnson Marble & Quartz 56 Johnson Smart Tiles 58 Kajaria 60 KEI 62 Kurl-on Mattress 64 Luminous 66 Orient Air Coolers 68 Orient Fans 70 Orient Lighting 72 Parry’s Sugar 74 Polycab 76 Prestige 78 Racold Water Heaters 80 Reliance Digital 82 SBI Card 84 SERVO 86 SIS 88 Tata Hitachi 90 Tata Pipes 92 Tata Shaktee 94 Tata Structura 96 Tata Tiscon 98 TCI Express 100 Trident Home Décor and Design 102 Trident Paper 104 V-Guard 106 Vectus Water Tanks 108 Veeba 110 XP100 112 Brand Guardians 114

The colours in this panel represent the seventeen Sustainability Development Goals set up by the United Nations General Assembly

“If you really think that the environment is less impor tant than the economy, try holding your breath while you count your money”. Guy McPherson (Scientist) Ear th Overshoot Day marks the date when humanity’s demand for ecological resources and services in a given year exceeds what Ear th can regenerate in that year. Consider this: In 1971, when its monitoring began, Ear th Overshoot Day fell on 25th December. Every decade, it has become shor ter by about a month. By the time we finished 2021, the fifth decade, this date fell on 30th July. In 2022, it reduced fur ther by two days.This story, which affects all life on the planet, is stark and alarming! In 2015, as concrete inclusive goals, United Nations General Assembly set up seventeen Sustainability Development Goals (SDGs) – represented by the colour panel opposite – that are a collection of interlinked global goals designed to be a “shared blueprint for peace and prosperity for people and the planet, now and into the future”.The SDGs are aimed at everyone: governments, policymakers, civil society, businesses, academia, and each and every individual.They cover all three areas of sustainable development: ecological, economic and social (informally referred to as people, planet and profits), to be achieved by 2030. The SDGs address the global challenges we face, including pover ty, inequality, climate change, environmental degradation, peace and justice.They provide stakeholders a roadmap and call to action for society to live lives of dignity, health and prosperity. Society’s challenges are huge and complex.The onslaught of climate change is being felt like never before – pollution of soil, water and air, soaring temperatures, drought, floods, wildfires, blizzards, typhoons, melting glaciers and the biggest – the pandemic, all relentlessly pursue us.We have reached this stage all in the name of progress, described such by the writer George Monbiot, “Progress is measured by the speed with which we destroy the conditions that sustain life”. War, violence, repression are a huge price we pay for denial of human dignity, tearing the very fabric of civilisation. And in this interconnected world the economic fallout is equally huge. Someone else’s problem no longer remains just theirs, but shared by people on the other side of the world who have to now undergo uncer tainties and reduced quality of life. Sustainability goals will only work through sustainable human behaviour. By thought, word and deed – in other words, through strategies, communication and implementation. For this we each need to examine our minds and methods, whether countries, corporates or individuals. Daisaku Ikeda, a Buddhist philosopher, educator, author and nuclear disarmament advocate has said, “No matter how complex global problems may seem, it is we ourselves who have given rise to them.They cannot be beyond our power to resolve”. Learn, reflect, act, are the three ways towards sustainable human behaviour, he fur ther says. Dr. Ikeda has been presenting peace proposals to the UN since 1983 that provide solutions to a variety of global problems. On 26th January 2022, he presented his 40th edition. The Paris Agreement which has been endorsed by 197 countries includes commitments from them to substantially reduce their global greenhouse gas emissions, in an effor t to limit the global temperature increase in this century to below 2 degrees Celsius above preindustrial levels.The Agreement includes commitments from all major emitting countries to cut climate pollution and to strengthen the earlier goals over time. It also asks countries to work to achieve a levelling off of global greenhouse gas emissions as soon as possible and to become emissions neutral in the second half of this century. At the COP 26 Glasgow conference in 2021, India committed to meeting 50% of its energy requirements from renewable energy by 2030, and by 2070, achieve the target of net zero emissions. In line with the government’s commitments, Indian businesses have been emphasising circular economies whose pillars are the three R’s – reduce, reuse, recycle as par t of their strategies.To this, many other R’s can and have been added to create value for stakeholders – reimagine, redesign, reengineer, replenish, repurpose, recover, robust (long-lasting products), recreate, remanufacture, refurbish, etc. to promote conscious capitalism and mindful consumption. But however many terms we may coin, change will come only through responsible, enlightened mindsets and persevering actions. President Barack Obama has warned, “We are the first generation to feel the effect of climate change and the last generation who can do something about it”. Indeed so, because there is another vital stakeholder who will thrive or suffer with every move we make – the future. Future generations. Future Ear th. “There must be a better way to make the things we want, a way that doesn’t spoil the sky, or the rain or the land” – Paul McCar tney. This edition of Superbrands, the thir teenth, includes in their treatises, the brands’ diverse effor ts to make SDGs a way of life – adopting advanced Green technologies, launching energy saving products, maintaining biodiversity parks, using renewable energy and introducing energy conserving initiatives, having net zero facilities, treating effluents and recycling, gender diversity and inclusiveness as HR policies, planting thousands of trees to offset carbon emissions, suppor ting Green projects, medical, educational and other CSR effor ts that benefit millions of the under privileged, using eco-friendly and recyclable packing material, protecting the consumer’s health by stringent screening of chemicals in products, and a whole host of others you will see as you browse through the book. Out of the many, one sustainability measure of each brand is highlighted, backed by concrete data to show action. This Superbrands edition is dedicated to all our effor ts made to conserve the present and improve the future. Overleaf, you will find insights by company heads and management exper ts who share their views on its imperativeness. As always, the 53 brands given the Superbrands accolade was the result of votes received from tens of thousands of respondents in an extensive and rigorous survey among consumers and professionals.They take delight in selecting the country’s Superbrands.The brands proudly display the accolade in their communication and we at Superbrands, take great pride in associating with them. The world over, corporates have realised the impor tance of creating sustainable infrastructure even if it needs substantial revenue. As not doing it will be even more expensive. Stakeholders will expect it, even demand it, and migrate to competition if they don’t get it. We will face many challenges and complexities in this journey, but Ernest Hemingway reminds us: “The Ear th is a fine place and wor th fighting for”. Foreword NEELAKSHI SARKAR Managing Director Superbrands India 5

6 Perspectives Joint Managing Director of Apollo Hospitals Enterprise Limited. Immediate past president of The Federation of Indian Chambers of Commerce and Industry (FICCI). Across the world, there is growing awareness that there is more to the responsibility of a business than pursuing goals for the growth of the organisation. Its people, society and also the world at large. Increasingly, companies are realising that to remain agile in an unpredictable modern world, they need to adopt a human-centric approach. Alongside, a growing reality is also that conventional growth strategies are dying and becoming obsolete. This is because decisions are now made by consumers, employees, investors and most stakeholders, only after observing the humancenteredness of the business and its focus on environment which is the key to sustainability. At Apollo, social responsibility was hardwired into our business model at the inception of the organisation. Ever since, all our endeavours and decisions are measured to assess their impact on the communities that we serve. Our ESG framework is robust and ever improving. Now in a world that has witnessed so much loss, business leaders must have an empathetic lens that guides them to build a caring world. In charting the course ahead, they will need to strategise and develop business models that transcend beyond their business and contribute to making the world safer and a better place for all. The climate crisis is currently humanity’s greatest obstacle and every citizen of the world has a role in lowering its impact. This critical awakening is integral to improving the overall resilience of economies. Above all, a certainty is that there is no business as usual! Building an inclusive future is a shared responsibility. Therefore, recognition of this truth must reflect in our business and life’s actions and decisions. As Deepak Chopra said, “Our collective future depends on opening channels of compassion, acceptance and understanding of others”. – of people and our planet. Jai Hind! Business transformation and consumer branding expert, New York Times bestselling author and Time magazine’s Influential 100 Honoree Is the global green transformation here to stay – and can it pay off for business? Not long ago, I observed a group of 16-year-old girls arguing over which cosmetic brand to buy. They discussed all the expected marketing angles of the products: colours, textures, price, the coolness factor. Then, seemingly out of the blue, one asked, ”But is it good for the planet?” A simple question, but one that sent their conversation off on a new, fierce tangent, a verbal battle about brands that were known to care, versus brands that clearly didn’t. I was astonished at the depth of these teens’ knowledge, interest and commitment. When it comes to green and not-so-green brands, shoppers have migrated from ‘nice to have’ to ‘if you don’t prove your green credentials, we’ll just buy someone else’s product.’ These days, either your brand cares about the planet … or you aren’t likely to stay in business for very much longer. Or so I’d like to think. The reality, of course, is more complicated. Take a good friend of mine who works at Back Market, a trading platform for second-hand phones. Their business credo is all about supporting the environment, and their current ranking as the #1 most successful start-up suggests they’re on to something. Yet my friend would never, not in a million years, buy a second-hand phone – even though that’s his very product. In fact, he told me, even if his beloved iPhone failed the sustainability test, he would still buy it. By the way: he’s 19-years old. This leads me to the good news and the bad news. If your brand is anything but demonstrably sustainable, you had better get your house in order. Our research across more than 50 countries shows that brands with a sluggish environmental track record are going to struggle. I’m talking especially about brands that operate in categories characterised by moderate loyalty. These brands are likely to be the first to be punished (and deselected) by consumers, while competing brands with a stronger environmental track record will gain and retain customer loyalty. However, there is also good news for some of you. If your products belong to the high-loyalty category – the iPhones, Harley Davidsons, and Hello Kittys of the world – then you still have a couple of years. But even these high-loyalty companies will eventually reach the start of the queue. If you use this time to prove your sustainability bona fides, when those 16-year-old consumers evaluate their brands in ‘is-it-good-for-the-planet’? terms, the environmentally conscious teen may not suggest deselecting your brand. Instead, she’ll sway her group of friends to reach for yours. Deputy Managing Director Axis Bank Limited As one of India’s leading financial institutions, Axis Bank remains cognisant of its role in supporting the social and economic advancement of India along with safeguarding the long-term interests of its stakeholders as its key organisational priority. Guided by its credo of ‘OPEN’, the bank has continued to play a leading role in nation building and positively impacting lives of millions of stakeholders in every corner of the country. At the heart of our approach is the belief that our long-term success depends on the progress of communities and societies we serve, and protection of the environment we live in. We remain strongly aligned with India’s developmental goals and its society’s aspirations, as we facilitate the country’s efforts towards creating a critical and sustainable infrastructure, supporting its world-beating entrepreneurial ecosystem, driving the digital revolution, scaling financial inclusion and financial literacy in its remotest corners, and channelising financing to its most critical sectors. Throughout the Covid-19 pandemic, Axis Bank stood together with the community, its employees, customers and front-line warriors across the country in a collective fight against the pandemic. The Bank actively supported its stakeholders recover and regain their lives and livelihoods. As an essential service, even at the peak of the pandemic, the Bank had continued to ensure that we remained accessible for all citizens across the country for meeting their myriad requirements while maintaining the highest standards of hygiene and physical safety of our employees. At the same time, we scaled up our humanitarian response by supporting response agencies and communities for meeting their essential and urgent needs. As India moves towards the post-pandemic paradigm, the need for supporting an inclusive, deep-rooted ecologically compatible renewal of the Indian economy is more critical than ever. Helping our stakeholders’ progress remains the focal point of our organisational approach. Through multi-dimensional interventions leveraging our organisational strengths, we are committed to scaling our organisational impact within the diverse and especially the marginalised and vulnerable communities, in both, urban and rural India. Managing Director Tata Hitachi The imperative for large-scale contribution by corporates towards social and environmental imperatives has never been greater. We at Tata Hitachi are also keenly aware of our role to adopt environmentally sustainable practices in our design, processes and products. We are deeply invested in this through initiatives both within the fence in terms of products and production methods, as well as beyond the fence through our result-oriented CSR programmes. Apart from ensuring that our wheeled equipment adheres to regulatory requirements of CEV-4 emission norms, we are working to ensure that our excavators are also compatible with futuristic emission norms. In addition, we also maintain a constant target of reducing fuel consumption of all our products and models through engineering activities. With our TL340H PRIME, we are also the first and only manufacturer in India, of hydrostatic wheel loaders that assure fuel savings to the tune of 20% over conventional wheel loaders. We have made significant investments in our plants at Dharwad and Kharagpur towards renewable energy, rainwater harvesting and reusing ETP water for irrigation, apart from creating biodiversity parks and improving the quality of potable water in the catchment areas of our manufacturing plants. Our Kharagpur plant has an installed solar capacity of 10.5 MW that meets 74% of our power requirements, while our Dharwad plant has a target to meet 90% of power requirements with solar power through a power purchase agreement. In addition, the admin buildings of both our plants are LEED certified Green buildings. We have also special focus accorded to safety, both in terms of employees as well as the safety of our machines. Beyond the fence, we have accorded special focus towards undertaking various social initiatives with the objective of addressing challenges faced by society and the environment. Our commitment is to improve the quality of life of the communities located in and around the areas of our operations. Our outcome-oriented CSR initiatives are categorised under four broad heads, namely, Skill Development, Education & Literacy, Rural Development and Healthcare. DR. SANGITA REDDY MARTIN LINDSTROM RAJIV ANAND SANDEEP SINGH The role and responsibility of Superbrands companies to support societies and environment sustainability in an economic downturn

7 Chief Executive Officer Futurebrands Limited There was a time when business considered itself to be distinct from society and argued that the only responsibility that it had was to its shareholders. That notion has been completely displaced. Today, it is widely recognised that business is an intrinsic and important part of society and is not responsible for but is also accountable to the larger world that it inhabits. The consumer too has evolved and makes demands of a much higher order from business. Social media allows for much greater scrutiny that all businesses today have to learn to navigate. Every statement and action of a corporation today is subject to being publicly challenged, and this has created new pressure on business to be mindful of the social consequences of its actions. Business itself has a new mental model of its role in society. The expanded understanding of the responsibility owed to society can be seen in many different ways. Businesses are striving to become more sustainable; employers are becoming more mindful of providing a meaningful work-life balance and there is a greater push towards diversity, inclusion and greater transparency in the way in which customers are dealt with. This need becomes even more pressing in times of crises, such as the current pandemic or an economic downturn. It becomes even more important for businesses to display their sense of commitment to society and participate in the process of coping with difficult times as well as helping rebuild lives in the aftermath of the crisis. The consumers of today have a heightened engagement with businesses and brands; those that take a larger societal view and stand by employees, suppliers and consumers are the ones that are likely to emerge stronger after a crisis passes. Former Managing Director of the World Economic Forum. Professor Emeritus at IMD and University of Lausanne, Switzerland Peter Drucker said, "Change in society will have a more profound impact on companies than change in management". Nothing could be more valid today. The emergence of an empowered civil society has put considerable pressure on companies. They are forced to align their strategies not only with the expectations of customers but with a new set of values in the population. Today, people want more security with their products and services, such as quality, health, or certificate of origin. In addition, transparency and tracking of processes and components are expected. Ethics and codes of conduct at every stage of the supply chain increasingly define the legitimacy of a company. Finally, everybody expects a company to prioritise sustainability and contribute to the economy's decarbonisation. The objective of such a new mindset is to attract the best talents, especially from a new generation who believes that work is more than a salary or an office. It means that companies should strive for profit and purpose. They should demonstrate their contribution to the well-being of people and the prosperity of society in general. Such a strategy implies that leaders show empathy and create followers, inside and outside their business. No company today is insulated from society and government decisions. Managing this transition and developing such a new mindset is the best strategy to increase competitiveness and reduce the impact of an economic downturn. Chief Executive Officer & Co-founder of SUGAR Cosmetics In the year 2022 with an evolving society and economy, corporations can no longer take a step back during crisis. Amidst the challenging times it is crucial that the role of business in society continues to evolve and collaborative capitalism becomes mainstream. The idea behind the movement is for business to put people and the planet at the center, alongside profit. During the economic downturn, corporations in many ways can support the society and have a positive impact. This can be achieved through philanthropy, direct donations by business, local support, CSR initiatives or even sharing company resources towards the benefit of the society. Businesses today also have the ability to shape and influence public policy through advocacy. Understanding the importance of our role in the society, we at SUGAR Cosmetics with our people-first approach, have taken multiple initiatives to support our society. We have aggressively expanded and hired local talents and resources to promote local employment. Even during the difficult times, we ensured that there were no salary cuts for our employees. We requested for voluntary cuts, and gave them 4x in terms of ESOPs. Additionally, we granted ESOPs to employees across the board so that it feels more like a personal investment rather than just a job. It is true these days that the definition of corporate responsibility has expanded. It has gone way beyond yearly CSR drives by companies to corporates who now stand as strong pillars of society. Every communication that goes out by companies, be it on advertisements or on their social pages put out strong messages to correct societal issues. Even we at SUGAR since inception, have been calling out to empower women to be bold and free of the conventional thoughts of looking good with makeup – but believe in ‘feeling’ good with makeup. At SUGAR, following inclusivity has been at our core as we launched 22 shades of foundation to fit all skin tones and collaborate with LGBTQ+ influencers. We have even seen a transition of all corporates towards ambitions on climate and sustainability. As consumers too become more aware of how they can opt for sustainable products in their daily lives – brands target specific launches of sustainable and eco-friendly range of products. To witness these innovations by SUGAR and other corporations in their CSR activities and help the world cope with the economic downturn has rightly been inspirational for me. SANTOSH DESAI PROF. STÉPHANE GARELLI VINEETA SINGH A leading Futurist, Google’s top rated Futurist speaker, Executive Director of the DaVinci Institute DR.THOMAS FREY While businesses first and foremost have an obligation to their shareholders to create a durable enterprise that is profitable, they also have an obligation to the people and communities they serve, especially when there is an economic downturn like a war or pandemic. Our planet is a finite resource, with a limited atmosphere and water. And few people realise how unique and finite the human race is. To drive this point home, here is a brief thought experiment. Have you ever considered how different humans would be if we had twice as much gravity? Or half as much oxygen? Or 2X faster earth rotations with twelve hour day/night cycles? Or ten times as many predators? Or only two tiny oceans? We, as humans, are indeed a product of our surroundings, and no other planets have the same unique attributes we do. While science fiction writers like to describe similar civilisations on many other planets, we are the only one. There may be other life forms, but we are the only humans. To some, this may be intuitively obvious, but to most people, including those who are struggling to survive the rigors and hardships of daily living, which is most of us, this is indeed a revelation. We tend to think our planet has an obligation to support us, but we, in turn, also have an obligation to support our planet. Whether we like it or not, each of us has a symbiotic relationship with the world we live in. This symbiotic relationship has never been well understood, but the Internet has been dramatically increasing our awareness – awareness of how things are evolving, and what changes what. With or without our conscious consent, this relationship persists, in good times and bad, during pandemics, hurricanes, pollution, volcanoes, and wars, we rely on the earth, and our earth relies on us. For these reasons, our businesses have a greater obligation than to simply earn money. They have a moral obligation to meaningfully contribute to the cities, societies, and communities they touch, to preserve and protect the world we all live in, in good times and bad. We can do better! We must do better!

8 Market Amongst sociologists and social anthropologists there is absolutely no doubt that the next Great War will be fought over water. But, much to our chagrin, water has undergone a dramatic change. Sadly, it is now no longer pure, fresh and pristine. Excessive use of chemicals that have seeped into the ground, toxic wastes pouring into water bodies and air pollution have contaminated natural water and almost made it unfit for consumption. In India, Aquaguard has become so synonymous with healthy drinking water that it is now almost passing into a generic common noun.With the meteoric rise of this brand, a market unthinkable some decades ago has matured. Seeing this oppor tunity, scores of companies, both in the organised and the unorganised sectors, have sprung up. Many offer rehashed technologies and many others considerably lower quality of products. The advent, however, of these companies has spurred Aquaguard into multiplying its own effor ts and developing a range of models designed to treat contaminants emanating from different sources of water. In the past couple of years, the world tried to grasp the reality of surviving in the middle of a pandemic and the subsequent lockdowns.The consumer buying behaviour also saw an inclination towards products offering the promise of health and hygiene. Sales of Aquaguard witnessed a spike since customers relied on brands they could trust during such times instead of experimenting with new brands. As technologies get ramped up, water purifier companies have changed course too.Today, from being available through direct channels, water purifiers can be seen in every conceivable touch point, vying for attention in the same way as other consumer durables. Achievements Aquaguard, recognising that quality alone can be a product differentiator has single-mindedly pursued this fact and kept competitors at bay. As a consequence, the brand is, today, acknowledged by various bodies and has won recognition in India and across the world. Eureka Forbes Limited was selected as the Best Complete Domestic Water Solutions Provider at the Water Digest Awards. Its technological excellence was also acknowledged when it won the Best Water Research and Development and Technological Breakthrough Award for Aquaguard Magna.The promise that the company’s customers enjoy best-in-class solutions was honoured with the Best Domestic ROWater Purifier Award for Aquaguard Enhance RO+UV in the same year. It was selected a Superbrand by consumers in 2021 for the eighth consecutive time, the only brand in its category to ever be conferred this title.The brand was also chosen by Reader’s Digest as the Most Trusted Brand – Platinum, eight times running. Eureka Forbes Limited has bagged the Best Customer Experience Transformation Award at the 13th edition of Customer FEST Awards, 2020. An award that recognises through real cases, the impor tance of customer experience and the dynamic transformation of an organisation in serving its customers. Fittingly, Aquaguard has received more than 130 cer tifications by various water laboratories all over the world.While these awards dealt with the quality of the product, the quality of Aquaguard customer care was recognised when it won the Avaya-Economic Times Customer Responsiveness Award. Eureka Forbes was also recognised by Flipkar t TBBD, 2019 for Best Brand Service Performance Recognition Award, where it won the title for Best NPS for Water Purifier Category Award under their Customer’s Choice Awards. Treating consumer feedback as a priority and moving it to the next level of innovation, Eureka Forbes has adopted effective tools like Net Promoter Score (NPS) that is helping the company to accurately gauge the success or failure in creating customer loyalty.With the help of NPS data, it is tracking feedback from its loyal customers and accordingly bringing in product modification to serve them better. It helps in understanding how well its products are designed and prepared to meet consumer requirements. This association of technology coupled with compassion for the customers has brought success and glory for Eureka Forbes. Its service network is one of the most widely connected in the country. The brand’s belief in engaging in perpetual initiatives for giving back to society found a companion in Republic TV with the project – Har Ek Boond, a successful initiative to reach the common man and spread awareness about the water crisis in our country. An association between Aquaguard and Republic Media Network that was star ted in 2019-20 had the prime objective to re-iterate the concept that every drop of water is impor tant. History There is no doubt that the history of the water purification industry in India is the history of Aquaguard, the original pioneer. Born in 1984, a difficult time in India’s social history, the onus fell on the company to live up to the changing surroundings. In hindsight, it is fair to assume that at the time, any technology that could deliver pure filtered water would have sufficed, just as any method of selling would have made a sale. It is to the credit of this iconic brand that it chose – and succeeded – in the harder task of pioneering a revolutionary technology and in developing the direct sales route to reach customers.The pioneering technology established the company and the direct sales route endeared it to millions of homes. Research and understanding of what the customer sought became the key and in the process helped the company build a closer bond Almost eponymous to the category of water purifiers, Aquaguard has found its own nook in almost every household of the country. Since its inception in 1984, Aquaguard has stood true to its promise of safeguarding its customers and being a true friend for life. In its rise to eminence, the brand achieved something quite extraordinary and today, Aquaguard’s strong sales force has covered every important town, city and shanty in India and sold millions of units of its water purifiers. Recently, the brand undertook a fresh positioning, complemented by a revisited vision and mission to take forward the brand’s philosophy – Friends for Life. The new Aquaguard logo has also evolved over the years, and is redesigned to signify its deep association with water by having droplets in the logo. It has been designed with global benchmarks and reflects the new philosophy, which is simplistic, fluid and purposeful. Aquaguard RO water pur ifier s save up to water 60% Superbrands 2022

with customers. It continues to lead the industry for almost four decades since its launch. Simultaneously, research showed the different types of water that were emerging.The marriage of these two has resulted in a series of products that have won laurels: the first water purifier to be cer tified by the trinity comprising the Indian Medical Academy, CE and ISI; and the first purifier to have a continuous electronic monitoring system (EMS) to monitor the quality of water, a built-in voltage stabiliser, auto filling and a nano silver-based carbon block. Indeed, the achievements are exceptional and the list, a veritable what’s what of the water purification industry. Product Sitting perched in a kitchen, Aquaguard is not just a pretty appliance. At its hear t is a tough, nononsense machine. Each Aquaguard model is loaded with new-age technologies specifically designed and engineered to eliminate contaminants, irrespective of the source and quality of water as well as the availability of electricity.The latest products offer technologies that not only treat the water from various sources but also bring advanced technologies like Active Copper Maxx, Stainless Steel Tank and Alkaline water to every glass of healthy drinking water. The new Aquaguard Select range comprises of some stylish products like the Aquaguard Select Edge with Ayurfresh, Aquaguard Select Edge with Stainless Steel Tank and the Aquaguard Select Edge with Alkaline, thus representing the future of water purification. Equipped with the latest technologies, it is the ideal solution for any water condition – giving healthy water regardless of whether the water is municipal, borewell or from a mixed source.The breakthrough Biotron Technology Car tridge actually breaks down clusters of water molecules to make the water more bio-available, helping body cells absorb essential nutrients. In its direct sales variants, also known as Aquaguard Select, the products are equipped with the latest Active Copper Maxx Technology which infuses goodness of copper ions along with calcium, magnesium and zinc into the water, making it pure and healthy. The newly launched range of Aquaguard Select water purifiers are designed to merge with the contemporary and modern minimalistic kitchen design trends of today. Apar t from adding to the aesthetics, these water purifiers also offer its customers with the best-in-class technologies like the Active Copper Maxx, Stainless Steel Tank, Alkaline Water and Biotron. Catering to its customers in the retail segment is the super-efficient Aquaguard Royale RO+UV+MTDS+SS.With its advanced technologies and great aesthetics, it delivers optimum purification and also pleasantly complements the modern kitchen design.The stainless steel tank is anti-corrosive and maintains the health of water before dispensing as it comes with dual RO+UV purification.The Mineral GuardTM Technology ensures all natural essential minerals like calcium and magnesium are retained in the water. Its Active Copper Technology provides goodness of copper in every glass of water purified. Built to purify water from multiple sources, this product is also equipped with Zero Pressure Pump which not only works at low pressure but also at no pressure. Another feather to the cap of retail offerings by Aquaguard is the Aquaguard Regal RO+UV+TA+MC water purifier which truly makes the kitchen look regal with its elegant look. It’s RO technology removes new-age contaminants like lead and mercury. The UV-C purification uses the Band C UV rays, delivering virus and bacteria free water. The product is equipped with a taste adjuster that always provides sweet tasting water irrespective of the water source and the Mineral Charge Technology instantly charges purified water with essential micronutrients like calcium and magnesium which enhances the taste of water and makes it healthier for consumption. For its e-commerce variants, Eureka Forbes has maintained a uniform level of aesthetic design and quality with the new Aquaguard Aura, which comes with superior design and advanced technologies like RO+UV+MTDS. Additionally, it is also equipped with the Active Copper Technology that provides goodness of copper as well as the Mineral Guard Technology for retaining essential minerals of water in every glass it purifies. Recent Developments There was a time when water purifiers had to simply remove bacteria, virus, dust and dir t to present a glass of healthy, fresh water.Today, they additionally have to also remove lead, pesticides and other dangerous and toxic compounds to deliver the same result. Being a leader in the water purification industry it fell upon the company to lead the way. In a string of launches, Aquaguard developed every impor tant technology to eliminate the hazards represented to safe drinking water. Eureka Forbes also ensured that the new-age, conscious customer is presented with an attractive and stylish product for their modern homes. The most recent offering from Aquaguard comes in the form of an innovative car tridge, the perfect par tnership of Indian traditions with modern technology, a first of its kind copper car tridge with the goodness of essential minerals. The advanced technology ensures the right balance of copper required for daily nutrition in every drop of water. Traditionally, people would store water in copper vessels for hours to boost its nutritional value. The new Aquaguard range with instant ionic fusion, avoids prolonged storing of water in copper vessels to get the benefits of copper in drinking water. Eureka Forbes is thus redefining the concept of water purifiers and giving a new dimension to customer service Promotion The key to Aquaguard’s success is its intimacy with its customers. Its direct sales policy has not only eliminated the middleman, it has also given the brand the unique privilege of entering homes and understanding, at close quar ters, what makes their world go round.This intimacy has resulted in the development of every marketing and sales promotion activity that the brand has ever offered in the development of needed technologies and in the pay-off line the brand uses.The evolution of communication fromTotal Purification to GROUVTH to the famous Paani Ka Doctor and finally to the Har Water Purifier Aquaguard Nahi Hota campaign’s success, has positioned the brand where no competitor can ever reach. To suppor t its claim and to ensure competitors are kept at bay, Aquaguard has delivered on the ground as well. It has mapped, through continuous water quality checks, the quality of drinking water across almost every postal code of the country. It has developed unique technologies to purify water comprising seventeen different conditions.To ensure that service is close at hand, it has set up a service centre within a five kilometre radius of any customer. Building on these strengths, Aquaguard took the ultimate marketing step: since 2011, it has star ted offering customised solutions – Miracle Car tridge, Green RO Membrane and in 2015, once again, upped the ante by offering HD Filter, HCCB Car tridge and Patented Mineral Guard along with Biotron and Nutritron technologies for any water problem a consumer might face. Brand Values Aquaguard understands that healthy water is critical to people’s lives. It therefore takes its customer care responsibility very seriously.The brand’s strict adherence to this philosophy distinguishes it from most other consumer durable companies and establishes relationships that stand the test of time. But customer care forms the far end of the brand-consumer rainbow. On the nearer side is product excellence and development. It is here that Aquaguard is constantly striving to improve quality and working on enhanced features it must deliver on.This has resulted in the company having on offer, the widest range of water treatment products in the country – making it a one-stop shop for every conceivable need. In shor t, Aquaguard is about hope and trust. Hope that a customer can find a product that fulfils his requirement and trust that it can be found only in Aquaguard. 9 Each day over 100 million litres of Aquaguard purified water is consumed somewhere in the world Aquaguard and Aquasure together cater to over 19,000 serviceable pin codes across the country Thanks to its experience of over 37 years, Aquaguard customises or can customise every step of purification Aquaguard is the one of the few omnichannel brands in the country to be sold through direct sales, retail counters and e-commerce por tals Things you didn’t know about Aquaguard

10 Market India’s plastic piping category is more or less an unorganised sector and a battle place where many small players compete tooth and nail. The category is characterised by very low consumer involvement, a huge dependence on plumbers and such influencers, and above all, low awareness amongst the end-users. The present size of the plastic piping industry is around C400-420 billion and is expected to grow at a 14% CAGR between 2017 and 2024. The demand for plumbing and drainage piping is expected to grow considerably with the government’s initiative of Housing for All, which targets to build 50 million houses. The government has given thrust to affordable housing by providing it infrastructure status, giving interest subsidies, and changing the calculation of size from built-up area to carpet area. Besides this, irrigation and rural development are also the areas of focus. In addition, an increase in the net disposable income of households and expected growth in GDP of between 6.9 to 7.5% are likely to boost demand. Under the circumstances, the piping category is all set to witness sound growth in the coming years. GST rates are expected to remain neutral for plastic pipes and fittings. This gives an edge to organised players in this category, thereby enhancing their share from the present approximately 60% to much more. Achievements Right from introducing the CPVC piping system in India to introducing various other innovative products related to piping, Astral has been instrumental in enhancing piping and plumbing standards in India. Remaining ahead on the technology curve, Astral has brought in many piping innovations in the category and educated the trade and the community to get rid of old, primitive, and ineffective plumbing methods. This long and exhaustive exercise has paved the way to achieving excellence in piping. The singleminded focus on quality has earned Astral Pipes NSF approval on its CPVC (Chlorinated Polyvinyl Chloride) compound as well as pipes and fittings. This speaks volumes for the quality of Astral CPVC Pro Pipes and Fittings which are also tested beyond the requirements of Indian Standards and ASTM (formerly American Society for Testing & Materials) standards making them truly world-class plumbing systems. Not only that, the CPVC compounding process is a major backward integration, helping Astral contribute to the Make in India initiative substantially. Today, Astral Pipes has its CPVC pipes and fittings both BIS cer tified. Astral Silencio has received LEED Platinum Rating from US Green Building Council, a symbol of sustainability achievement and leadership. Astral Pipes is known as a procustomer company serving with the intention of taking excellence to new heights. Astral’s commitment and product innovations have paved the way for numerous Industry leaders’ awards: Corp Excel – National SME Excellence Award (2006); Inc. India Innovative 100 for Smar t Innovation under the category of Technology (2013); Business Standard Star SME of the Year (2013); India’s Most Promising Brand (2014); India’s Most Trusted Brand in the Pipe Category (2016, 2019, 2020-21 and 2022); Plasticon – Most Innovative Product Award for Astral Silencio (2018), Superbrands – 2017, 2020 and 2022; Plasticon – Best Performing Organisation Award (above C50 crore) – 2018 are some of the awards won by Astral Pipes. In 2022, Astral reached a significant milestone, achieving C50,000 crore market capitalisation. In addition, Astral is now a Great Place to Work Institute Cer tified company. History The Astral journey began in the year 1996, when the core offering of Astral – CPVC Piping, was new for the country and was expensive compared to the conventional option which was Galvanised Iron (GI) pipes. When Astral launched CPVC, there was more than 60% impor t duty on the fittings of CPVC pipes. But Astral had immense confidence in the new technology and its top management believed that the product would eventually get fair acceptance and success in the market. Initially, the resistance level for this new product was high because the compatibility of plastic pipes with hot water applications had always been in question. Astral took up the challenge and put serious effor ts to educate and develop the market for CPVC pipes and fittings. With slow but steady acceptance in the market, Astral Pipes emerged as a leading player and maintained a commanding presence across Established in 1996 with the aim of manufacturing polymer-based piping systems, Astral Pipes covers the needs of millions of houses and adds extra mileage to India’s developing real estate fraternity with the hallmark of unbeaten quality. Astral Limited today, is one of India’s leading manufacturers of building materials. Known for bringing many piping innovations like introducing CPVC piping in India, Astral today, has extended its product line to adhesives, water tanks, infrastructure piping, sanitaryware, faucets, wires & cables as well as paints. Astral Pipes is equipped with production facilities at Santej and Dholka in Gujarat, Hosur in Tamil Nadu, Ghiloth in Rajasthan, Cuttack in Odisha, Sangli and Aurangabad in Maharashtra, and Sitarganj in Uttarakhand. Astral Pipes manufactures plumbing systems, drainage systems, agriculture systems, fire sprinkler piping systems, industrial piping and electrical conduit pipes with all kinds of necessary fittings. In addition, Astral Pipes offers products related to infrastructure projects and water tanks. Astral’s investment in energy conservation initiatives have increased over the past year 30 times Superbrands 2022

markets with its world-class CPVC pipes and fittings. Making business sustainability a focal point, Astral kept introducing newer piping solutions in the category regularly. Countless category firsts were introduced by Astral while keeping the quality very much compromise-free. For the first time in this category, Astral launched lead-free uPVC pipes for plumbing and lead-free uPVC Column pipes for stream water. The product por tfolio was fur ther expanded with an innovative Soil, Waste & Rain (SWR) product, Silencio, and Astral CPVC Pro which is an advanced option for hot and cold water plumbing applications. Astral Pex-aPRO is the next generation hot and cold plumbing system made of cross-linked polyethylene pipes which work on Expansion Ring Technology. Astral Pipes introduced the first of its kind CPVC-AL-CPVC multilayer composite pipes called MultiPro in 2020. Astral DrainPro is an innovative drainage piping system made from mineral reinforced PP material and has three layers of construction. Within a shor t period of time, Astral Pipes has appointed more than 1,050 distributors and great many dealers across India. Not only that, today Astral has its distribution network-spread in more than 40 countries including the US, UK, UAE, Europe, Malaysia, and Kenya. In 2014, Astral entered into the adhesives category by acquiring an 80% controlling stake in the UK-based company Seal It Services Ltd., which manufactures various types of adhesives and sealants. Astral has also acquired Kanpur-based Resinova Chemie Ltd. which operates in a similar category. This strengthened its presence in the adhesives and construction chemicals category. Product Astral Pipes offers the widest product range across the category when it comes to product applications. Astral Pipes manufactures pipes and fittings for diverse uses: in plumbing, it offers – Astral Pex-aPro, CPVCPro, and MultiPro, hot and cold-water compatible pipes and fittings; Astral Aquarius, a lead-free uPVC solvent welding plumbing system and Astral EcoPro for reclaimed water lines. For drainage, it has Astral Silencio, a highdensity low noise drainage system; Astral DrainPro for challenging drainage conditions, Astral DrainMaster, a superior push-fit drainage system for leakproof joints; Foamcore, a lightweight uPVC drainage piping system; Astral Under Ground & Drain Hulk; PE manhole & inspection chamber and Astral Hauraton – a wide range of modern surface drainage systems. For fire protection, there is Astral FirePro – an ultramodern CPVC Piping system for automatic fire sprinklers. For electrical needs, it has Astral Wire Guard – conduit pipes for protection of wires and cables. Astral provides many products for agriculture applications – Astral Bore-Well, Heavy Metal & Lead-Free Column Pipes for submersible pumps; Astral Case-Well – uPVC Casing Pipes for borewells; Astral Aquasafe uPVC Pipes for agriculture and water transpor t systems and Astral HDPE Pro for various agriculture applications. Astral Geo Rex – the sub-surface drainage system is useful for removal of excess water. As in agriculture, Astral has a vast array of products for the industrial sector, such as Astral Chem Pro CPVC industrial piping system. In addition, Astral offers InsuPro; Cross-Linked Expanded Polyethylene (XLPE); Weld-On and PipeFix Solvent Cements for joining of pipes and fittings and Astral Clamps & Hangers for providing proper suppor t to pipes and cables. Astral Pipes offers a wide range of infrastructurerelated products like D-Rex for sewerage and stormwater ; MultiRex and TeleRex for cable protection, and Plus+StiRex for post-tensioning of cable ducts. Recent Developments Astral has forayed into the categories of water tanks, wires & cables, sanitaryware, faucets and paints. With this Astral is creating its strong presence in the building materials category. Promotion Astral Pipes has been a restless brand. In a low involvement category like pipes, Astral has carved out a distinct positioning on the strength of its products enabling it to connect easily with the target group. With a consistent focus on quality and innovation, Astral has earned a great deal of trust from the trade and plumbing community. This reflects in TRA’s research which designates Astral as the Most Trusted Brand in the piping category for four times. In addition to being the ‘trusted’ brand, Astral Pipes is known as a pioneer in CPVC with good quality products. It also stands for an innovative and forward-thinking approach which establishes it as a leader in this category. Astral Pipes has roped in Ranveer Singh, the Bollywood hear tthrob and fitness icon who, in the brand campaigns, reinforces the trust and other attributes of Astral products and has a great connect with the masses. The brand mission has been to increase the impor tance of pipes from ‘behind the walls’ to ‘in front of the walls’. Astral is known as a trendsetter in its category and well exceeds the value expectations of its customers. Astral has been doing in-film brand promotion in popular movies like Dabbang 2, Sultan, Bajarangi Bhai Jaan, Toilet Ek Prem Katha, Saaho, Baahubali and RRR to name a few. By introducing many firsts in the category, Astral leads the pack by riding on this and other such achievements. To fur ther augment brand visibility, Astral Pipes had associated with various IPL teams like Gujarat Lions for the IPL 2016 and 2017 seasons, KKR, MI and CSK for the 2020 season, and Gujarat Titans, MI and CSK for the 2022 season. Astral being a responsible corporate contributes back to society and environment through its CSR arm, Astral Foundation. Astral Foundation has contributed to the laying of a 2.7 km pipeline in the distant village of Hiwali, Maharashtra so that villagers will have piped water. In addition, Astral Foundation has contributed to the making of Ice Stupas in Ladakh. The idea of Ice Stupas had been conceived by Sonam Wangchuk helps conserve water and also has the potential to restore the eco-balance which has been disturbed by global warming. Brand Values Brand Astral stands for innovation and setting new trends in the piping industry. Bringing newer piping technologies and continuous innovation in existing as well as new products have been the focal point at Astral. This special emphasis helps the brand set the bar higher and lead amongst others by example. Astral is also known for its compromise-free quality and exceeds consumers’ expectations. Right from introducing new piping technologies to innovative brand communications, Astral’s brand mission has been to maintain and grow a commanding presence in the minds of customers and to deliver promised values consistently. 11 Astral Pipes was the first to introduce CPVC piping system in India in 1999 Astral Pipes was the first to launch leadfree uPVC plumbing piping system in India in 2004 Astral Pipes was the first to get the National Sanitation Foundation (NSF) cer tification for CPVC plumbing system in India in 2007. It was also the first Indian piping company to get this approval for its own CPVC plumbing compound Astral Pipes was the first to launch leadfree uPVC column pipes in India in 2012 Astral’s Silencio is one of the world’s best high-density low-noise drainage pipes Astral’s MultiPro is one of its kind, a unique piping system with composite layers of CPVC, Aluminum and CPVC Things you didn’t know about Astral Pipes