AN INSIGHT INTO SOME OF INDIA’S STRONGEST BRANDS Volume 14 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 GRAPHIC DESIGNER Mohammad Shakeel COORDINATION Kamlesh Rawat PUBLISHED BY Superbrands India Media Private Limited Punj Essen House Nehru Place New Delhi – 110019 e-mail: brands.india@superbrands.com WEBSITES www.in.superbrands.com www.superbrands.com Copyright© 2024 Superbrands India Media Private Limited 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 parts 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 part 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 participating 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
Contents Foreword 5 Perspectives 6 Amaron Batteries 8 Astral Pipes 10 Birla Aerocon 12 Blue Dart 14 Bondtite 16 Boroline 18 BSA & Hercules 20 CCAvenue 22 CERA Sanitaryware 24 Charminar 26 Crizal 28 Crompton Pumps 30 Everest 32 Faber Chimneys 34 Fenesta 36 FREEMANS 38 Freshwrapp 40 HDFC Life 42 Hindalco Everlast 44 Indane 46 JCB 48 JK Lakshmi Cement 50 JK Tyre 52 JK WallMaxX 54 Johnson Endura 56 Johnson Marble & Quartz 58 Johnson Smart Tiles 60 Kajaria 62 KEI 64 Kurlon Mattress 66 Luminous Inverters 68 MyTrident 70 Orient Air Coolers 72 Orient Fans 74 Orient Lighting 76 Parry’s Sugar 78 Prestige Cookware 80 Racold Water Heaters 82 SBI Card 84 SERVO 86 Somany VC Shield Tiles 88 Suthol 90 Tata Shaktee 92 Tata Structura 94 Tata Tiscon 96 TCIEXPRESS 98 Trident Paper 100 Vectus Water Tanks 102 V-Guard Stabilizers 104 Whirlpool Refrigerators 106 Whirlpool Washing Machines 108 XP100 110 Brand Guardians 112
The Superbrands volumes are exceptional treatises on some of India’s strongest brands.The volumes explore their evolutions and achievements against the backdrop of the environment they operate in – their challenges, triumphs and the strategies that got them there. Started in 1994 in the UK, Superbrands is present in more than 90 countries and is a cherished and respected global accolade. 2024 marks twenty years of Superbrands in India. A highly valued milestone for us. Participation in Superbrands is by invitation only, and offered to the most outstanding brands in their categories, as a result of a survey conducted among consumers and professionals. Attaining Superbrands status strengthens a brand’s position, adds prestige and reassures stakeholders that they are buying the best brand in its category. In every survey, conducted periodically, thousands of consumers vote to select India’s Superbrands. In this volume, the fourteenth, we tell the remarkable stories of the Superbrands for 2023-24 who received the consumers’ mandate for how they connect with them and the value they add to their lives.
“Technology is nothing. What’s important is that you have faith in people, that they’re basically good and smart, and if you give them tools, they’ll do wonderful things with them.” – Steve Jobs This new kid has been around for a while, but the buzz around the potential of Artificial Intelligence is only now increasing. At this stage we are in the same mind-frame as our early introduction to the internet – excitement, confusion, dread, curiosity. But a few decades later, we practically live in it, and to live without it is unthinkable. So much so that ‘technology detox’ has become a vacation theme. Today, with AI, we have the same emotions. But this time we are far better equipped to know its potential as we have already reached a point where we are lost without technology. So it’s very much a head start. Because of its nascency, there is again dread and confusion. But the advantages we know can be unending, and at this stage, unimaginable. So also the risks – unending and unimaginable. Answers have to be found in both cases and challenges have to be overcome. Steve Jobs’ observation puts the spotlight back where it should be. On us.The users of technology. AI is slated to bring transformative changes in all the critical ecosystems of our lives – healthcare, education, climate protection, Industry 5.0, agriculture, infrastructure development, security.The importance of it is emphasised by Sunder Pichai – “I’ve always thought of AI as the most profound technology humanity is working on – more profound than fire or electricity or anything that we’ve done in the past…. Anytime there’s a transition, you get an explosion of new content. And AI is going to do that…doing that well is what will define a high-quality product”. Product innovation, evolution and enhancements will be aided by AI, leading to the need for compatible brand strategies. All this, amidst the explosion of content, has to steer towards consumers’ acceptance of our offerings which is the singular goal of all marketers. And keeping the connection with them going will always be our prime point, no matter where technology takes us. Data generation and analysis will be crunched by AI in a fraction of the time it takes now. But to understand the nuances of consumer behaviour, come up with ideas and implement them to create consumer connect and empathy for our brands, will always require marketers to care about what they want. At the World Economic Forum, 2024 in Davos, Sam Altman, CEO of OpenAI and considered one of the leading figures of the AI boom said, “Humans know what other humans want. Humans are going to have better tools. We've had better tools before, but we're still very focused on each other. “When IBM chess computer, Deep Blue, beat World Champion Garry Kasparov in 1997, commentators said it would be the end of chess and no one would bother to watch or play chess again because a computer had won. But chess has never been more popular than it is now, almost no one watches two AIs play each other, we're very interested in what humans do. "When I read a book that I love, the first thing I do when I finish is find out everything about the author's life, I want to feel some connection to that person that made this thing that resonated with me." So an on-ground conversation with consumers and trade channels, directly hearing their concerns, suggestions and observing their environments is something no machine can do.This is how the marketing industry has always functioned and it will not change anytime soon. As consumers ourselves, how many times have we checked out a gadget online and then bought it from a retail outlet, just so that we can have the salesperson explain it better to us, and vice versa. Or gone to our neighbourhood grocery store to ask how a new product is doing, and buy it when the retailer tells us its “doing well”. Or waited patiently on the phone for the human voice of the customer care person to solve our problems. “Technology, like art, is a soaring exercise of the human imagination.” – Daniel Bel, Sculptor & Art Director. Brands too are like art, the results of human creativity.They connect, resonate, refresh, have repeat value, satisfy our senses and imagination. Blend in the technology, and brand strategy transitions will be pivotal moments that present imaginative choices for future trajectories. Choices that marketers have to make speedily because the next AI evolution will give us opportunities in mere months rather than years. The brands that are selected as Superbrands by consumers have stood the test of decades of time and trust.There is no doubt that given their intrinsic values, managed by the right minds and aided by suitable technology, will see them remaining frontrunners for countless more. And we look forward to the inclusion of many new categories and brands innovated by imagination and technology. 2024 marks two decades of Superbrands India. A significant milestone we have reached by establishing and enhancing the reputation, respect and integrity of the accolade. As always, the 52 brands given the Superbrands accolade in this edition, the fourteenth, 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. It is apparent that correctly adopting AI has the potential to make it an everyday tool to enhance our lives. And Alan Kay,Technologist & Computer Scientist, gives us this compelling perspective – “Some people worry that artificial intelligence will make us feel inferior, but then, anybody in their right minds should have an inferiority complex every time they look at a flower!” Foreword NEELAKSHI SARKAR Managing Director Superbrands India 5
6 Perspectives Global Chairwoman of RIES, positioning & branding strategist, bestselling author When it comes to brand strategy there will always be new and different ways to execute your strategy, however the fundamentals of developing a good strategy do not change. Strong brands own a position in the mind.The strongest brands dominate the category in the mind. Coca-Cola owns cola, Red Bull owns energy drink,Tesla owns electric vehicles, BMW owns driving. How each brand has executed their strategy has changed over the decades, but the basics of building a brand via positioning have not. BMW is still the ultimate driving machine. AI is a tool with great potential to assist us with tasks. Al is giving entrepreneurs access to create amazingly dynamic designs and content that only bigger companies used to be able to afford. However, more media and more tools is a double-edged sword.The overcommunicated society is getting worse and more animated. The solution is the strategy itself. Marketers need to be more focused than ever before. A memorable name, visual hammer and oversimplified message are all must haves. Me-too brands won’t cut it no matter what the marketing budget or what new tool they employ. AI will give consumers even more access to more information. Consumers will likely use it to determine if your brand is authentic and credible. Even more so than Google, AI reflects both the reality and perceptions in the market and will reinforce ideas and accelerate word of mouth.The opportunities for new brands in new categories will continue to be significant. Tools and techniques do change. When my Dad ran an advertising agency, the art director created art with magic markers and prospects looked him up in a phone book to call him. Now clients search Google to find our website and we use computers and even AI to make visuals for our presentations. What has not changed are the principles of focus and positioning we use to create the positioning strategy for our clients. In the end, strategy that follows the laws of positioning will always be the critical differentiator between success and failure.You can check with AI on that. Al Ries, the positioning pioneer was the father of Laura Ries and business partner for 28 years. Laura and Al are the authors of branding classics such as The 22 Immutable Laws of Branding, The Fall of Advertising & the Rise of PR and the Origin of Brands. Laura has written Visual Hammer and Battlecry. She continues to run RIES Consulting and works with clients around the world. Developing brand strategy in a market constantly evolving with AI LAURA RIES CEO Emeritus, JSW MG Motor India AI is pushing marketers to evolve in the dynamic Indian market. The introduction of AI is certainly a gamechanger. While it is still in its nascent stages and the full potential is yet to be unleashed, it is causing a shift in the patterns of how consumers interact with brands. More and more brands are recognising that AI is more than just a trend, it is a transformative force that is reshaping industries.This is also causing customers in India to exhibit discernment, a phenomenon rarely seen before, resulting into marketers re-looking and revisiting their overall strategies. The need of the hour is a deeper and stronger understanding of AI’s capabilities and analysing its impact on consumer behaviour. Accordingly, brands need to invest in the right AI tools in order to develop personalised marketing strategies and facilitate long lasting relationships with the customer. AI powered tools can simplify enormous amount of data, providing deeper insights into consumer preference and behaviours, giving a competitive edge. Moreover, Indian buyers are transitioning from being value conscious to lifestyle oriented and the choices they make are informed decisions that exude global appeal.They expect the brand to be tech savvy and responsive, offering modern and personalised experiences that are out-of-the-box and create an aura of exclusivity around them. At JSW MG Motor India, innovation is at the core of our DNA. We are constantly setting benchmarks in the auto industry through customercentric initiatives, to enhance consumer delight and create a lasting bond. For us meeting the evolving and discerning demands of our consumers serves as an opportunity for us to challenge our limits and raise the bar. For us, this commitment to innovation is not just a goal but a fundamental aspect of our identity. In our pursuit of excellence for innovation, we have embraced the transformative power of Generative AI across multiple facets of our operations and are consistently up for new challenges that can be solved using the power of artificial intelligence. Let me give you some practical examples of AI implementation at MG where topical content and marketing campaigns have been created using AI: To mark our momentous 100-year celebrations for MG, we used AI to reincarnate Cecil Kimber, the founder of MG brand to congratulate everyone and share his vision for the next 100 years to come. We also used Gen AI to initiate – Recreate the Magic – campaign.This initiative masterfully blended our rich heritage with cutting-edge AI technology, generating stunning images that paired leading auto journalists with vintage MG cars and reimagined iconic MG advertisements through a contemporary lens. In 2023, we conceptualised and executed an entire festivity campaign, for Ganesh Chaturthi using AI-powered creative development.This innovative approach not only showcased our technological prowess but also demonstrated our ability to connect with audiences in culturally relevant ways. We also leverage AI for Enriching Customer Experience (Avira – AI based personal assistant) and for Sales Planning & Forecasting (SalesIQ). To sum up, AI is reshaping the Indian marketing landscape. Brands must adapt to the evolving consumer expectations by leveraging AI-powered tools.These tools enable personalised marketing strategies, deeper customer insights, and richer experiences. RAJEEV CHABA
7 Managing Director Franke Faber India The world has moved from "Selling what can be manufactured" to "Manufacture what the consumer wants" to the new era of AI, where the "Need shall be created for each consumer" When consumers are using AI, from generating images on WhatsApp to getting emails written by ChatGPT, how can brands not leverage it? From personalised ad recommendations to automated customer service, AI is reshaping industries at an unprecedented pace. In Peter Thiel’s words – “Technology means complementarity.” While AI can enhance efficiency, human decision-making, particularly in areas requiring empathy and nuanced understanding of customers, remains critical. AI should augment, not replace human effort, ensuring that brands balance technology with the emotional intelligence needed to create meaningful customer experiences. The brand strategy is equally important as the product strategy. AI can be used to identify evolving consumer needs and create innovative products. In my view, the following are the key areas brands must focus on: • AI Reflects the User: Crafting Content with Careful Intent While AI is powerful, expecting it to automatically generate content that connects deeply with human emotions or captures market nuances is unrealistic. Brands will need skilled professionals to create thoughtful prompts that reflect their voice and speak to the right audience at the right point in the customer journey. • Merging AI with Data and Human Insight AI by itself is just a tool, but when combined with human intuition and data-driven insights, it can unlock new possibilities. By leveraging AI alongside human insight, brands can create more personalised and relevant content, improving engagement while still maintaining a human touch. • Ethics, Education, and Preparing for Unknown Risks AI’s impact depends on how it is used. As Gen AI becomes more integrated into marketing, there is a growing need for ethical guidelines. Industry leaders are already evaluating the need for a charter for ethical AI use in advertising and marketing.This would help avoid spread of deep fakes or biased algorithms. Brands can play a key role in educating consumers about these risks. As Gen AI transforms the digital landscape, it opens up incredible opportunities for brands to innovate and connect with audiences in new ways. But with this power comes bigger responsibility. In a world where AI continues to play a growing role in branding, we must be vigilant about it not eroding consumer trust. Brands must adhere to ethical AI principles along with optimal human supervision in order to avoid bias and ensure fairness. PUNEET GUPTA A leading Futurist, Google’s top rated Futurist speaker, Executive Director of the DaVinci Institute The AI Paradox – Can AI Make Brands More Human? In a world rapidly being redefined by AI, brand strategy is no longer about crafting a message; it’s about creating an evolving dialogue between human aspirations and machine intelligence. As AI accelerates the pace of market change, brands must shift from being static entities to adaptive ecosystems that thrive on real-time insights and customer interactions.The brands that will emerge as tomorrow’s Superbrands aren’t just those that embrace AI for efficiency, but those that harness it to elevate human experience. AI’s true potential in brand strategy is in its ability to learn, anticipate, and respond. It’s not just about crunching data to target audiences more accurately; it’s about designing experiences that evolve with the consumer, where every interaction feels personalised, intuitive, and, crucially, authentic. AI allows us to move beyond demographics, reaching the individual at the level of preferences, emotions, and behaviors.The brands that will lead this AI-driven future will be those that can balance automation with empathy – using AI not to replace human connection, but to deepen it. As AI increasingly defines the rules of competition, the strategic focus will shift from product differentiation to ecosystem-building. A brand’s value will depend not only on what it sells but on the experiences it creates through AI-powered platforms, digital ecosystems, and partnerships.This means that brand strategy must now be built on agility, with AI not just as a tool but as a collaborator in shaping the brand’s identity in real time. For brands, the new mandate is clear: evolve or be disrupted.The future belongs to those who embrace AI as a partner in creativity, authenticity, and agility – transforming their strategies from transactional to relational, from static to dynamic. In this brave new world, the brands that don’t just use AI but let AI reimagine their connection with consumers will be the ones that stand out, adapt, and ultimately lead. Example: Consider a brand like ‘EcoNest,’ a hypothetical company producing sustainable home products.Traditionally, EcoNest might have marketed its products based on environmental benefits alone. However, with an AI-driven brand strategy: • Personalisation: EcoNest uses AI to analyse customer data, understanding not just their buying habits but their lifestyle choices, home environment, and even their social media behavior to suggest products that perfectly match their aesthetic preferences and sustainability goals. • Dynamic Interaction:Through AI chatbots and virtual home consultants, EcoNest provides real-time, personalised advice on how to make homes more eco-friendly, adapting recommendations as AI learns more about customer preferences and market trends. • Ecosystem Building: EcoNest partners with AI to create a digital ecosystem where customers can manage their home's sustainability, connect with local recycling initiatives, and join forums on green living, all tailored through AI to enhance the user's experience and engagement. • Authentic Engagement: AI helps EcoNest to craft content and campaigns that resonate emotionally, reflecting real customer stories and feedback, making every interaction feel authentic and tailored. By leveraging AI not just as a tool for analysis but as a core component of its brand strategy, EcoNest transforms from a seller of green products into a lifestyle partner, deeply embedded in the daily lives of its consumers, thus pioneering a new model of brand-consumer relationship in the digital age. DR.THOMAS FREY
8 Market The Indian automotive battery market continues to be a significant industry, estimated to be over C30,000 crore in 2025 and projected to grow at a CAGR of 9-11% over the next five years.This growth is driven by several factors. India is one of the largest automobile markets in the world and its increasing vehicle ownership is aided by a growing middle class with rising disposable income. India's total vehicle parc is expected to reach over 350 million by 2030, with significant growth in both two-wheelers and fourwheelers. A large young aspiring demography who wants to be mobile, and accessible financing facilities should continue catalysing the growth of the automotive industry. A deeper understanding of the need for vehicle maintenance and increasing vehicle usage leads to a higher battery replacement demand. Adoption of advanced technologies which has recently seen a shift towards electric and hybrid vehicles will create new demand for specialised batteries. A good reliable battery is integral to a vehicle’s performance and reputed brands dominate the organised sector. High-quality branded batteries provide reliable starting power, longevity, consistent performance, enhanced safety, energy efficiency and warranties. They provide a smoother driving experience, minimising the risk of unexpected breakdowns and helps one drive with confidence. However, this industry has a significant contribution of unorganised sector.This consists of smaller, regional unbranded batteries, often recycled and offering lower prices but facing quality and reliability concerns with negligible after-sales and limited or no warranties. Achievements Amaron, the leading brand of automotive batteries in the Indian Ocean rim, has strengthened its position as a global powerhouse, exporting to over 55 countries. Its unwavering dedication to pioneering technology is evident through continuous investment in research and development, resulting in cutting-edge battery solutions. With the launch of AGM and Duraframe batteries featuring Advanced Stamp Grid Technology, Amaron once again demonstrated its commitment to innovation. Possessing one of Asia's most modern automotive battery plants, Amaron's relentless pursuit of excellence is evident. The strides it has taken in automation and digitalisation not only enhances efficiency but also ensures precision in manufacturing processes. Notably, Amaron's legacy as the first zeromaintenance battery for automotive applications in India, along with its pioneering of VRLA batteries for motorcycles, underscores its pioneering spirit and enduring commitment to quality. History Amara Raja Energy & Mobility Ltd. (formerly Amara Raja Batteries Limited, ARBL), the flagship company of the Amara Raja Group, has established itself as a leader in battery technology and manufacturing in India since its inception in 1985. Initially focused on lead-acid batteries, the company has since expanded its scope to include advanced cell technologies. With a prestigious clientele including automotive giants like Maruti Suzuki, Honda, Ford, Daimler Chrysler, General Motors, Ashok Leyland, Mahindra & Mahindra, and others, Amara Raja's Amaron brand is synonymous with reliability and performance. Distributed through a vast pan-India sales and service network, the brand ensures accessibility throughout the country. Beyond the automotive sector, Amara Raja serves key industries such as telecom, UPS, power, oil & gas, and the railways. Its industrial batteries, Amara Raja's Amaron is one of the two largest brands of automotive batteries in India, priding a strong presence in OEM fitment and a significant share of the replacement market. Exporting to over 55 countries, it has one of Asia's most modern automotive battery plants, with a capacity exceeding twenty million units per annum. Amaron is synonymous with reliability and performance. Distributed through a vast pan-India sales and service network, the brand ensures accessibility throughout the country. Superbrands 2024 in.superbrands.com
marketed under brands like PowerStack, Amaron Volt, and Amaron Sleek, cater to diverse applications from data centres to critical infrastructure. Amara Raja's commitment to quality has garnered international recognition, with certifications like the Diamond Mark from Kenya Bureau of Standards and the Gulf Standard Organisation Certification from Oman.The establishment of the Battery Excellence Centre in Asia further showcases its dedication to innovation and performance improvement. Recognising the potential of lithium-ion technology, Amara Raja established Advanced Cell Technologies to manufacture Li-ion cells, battery packs, and charging solutions for Light Electric Vehicles (LEVs) and the telecom industry.The company’s investment in a state-of-the-art Gigafactory underscores its commitment to shaping the future of energy storage. Operating with a deep commitment to sustainability, Amara Raja prioritises responsible resource management and community engagement, positioning itself as a leader not only in technology but also in corporate citizenship. From its humble beginnings, Amara Raja Energy & Mobility Ltd. has evolved into a technology leader in the Indian storage battery industry. With a diverse clientele and the renowned flagship brand, Amaron, the company continues to innovate and provide cutting-edge solutions for energy storage needs. Product Amara Raja continues to be a leading manufacturer of lead-acid batteries for both industrial and automotive applications. It remains a preferred supplier to major sectors like telecom, UPS, the railways, power, oil & gas, among others. This vast range and proven quality have propelled Amaron to the exalted status of being one of India’s leading automotive battery brands in India and many other international markets. The flagship brand Amaron maintains its position as one of India's premier automotive battery brands, distinguished by its zeromaintenance, extended warranty, and innovative offerings.The introduction of Absorbed Glass Mat (AGM) and Advanced Stamped Grid Duraframe batteries has further enhanced its reputation. It offers a comprehensive range of batteries through various sub-brands like Pro, Flo, Go, Black, Fresh, Harvest, Hi-Way etc., for various vehicle applications. Every Amaron battery is manufactured in the ISO/IATF – 16949, IS0 14001 and ISO 45001 certified plants in Tirupati and Chittoor using stringent quality control parameters. Amaron has upheld its legacy by pioneering a first-of-its-kind innovative retail concept in India known as Amaron Pitstops. Continuing its tradition of innovation and customer-centricity, Amaron offers support services and customer care through AMCARE and service hubs, extending its reach to distant rural markets. Additionally, in line with current needs, it has launched Amaron Konnect app for channel partners and customers.This app, with intuitive navigation and an excellent user experience allows users to conveniently maintain their battery information and vehicle details in one place, allowing them to go paperless. They can also generate digital warranty cards, alongside a myriad of other valuable benefits to safeguard their batteries and UPSs. As a company that champions environment protection and is strongly committed to a safe and pollution-free environment, Amara Raja Energy & Mobility participates in the Battery waste Management Rules (BWMR) Project, initiated by the Government of India. AREML has been recycling lead by collecting scrap batteries and offering replacements for the same to customers. For this purpose, it has set up used battery collection centres throughout India.The used batteries are carefully transported to designated smelting plants for the safe leadrecycle process, with no danger of air/water pollution. Recent Developments The company’s constant endeavour is to provide the best technology and experiences to its stakeholders. In the last couple of years, it has launched Advanced Stamp Grid Duraframe battery and AGM battery. To give an emotive angle to a utility product like batteries, it launched its brand mascot Ron, representing energy in its powerful, modern and sustainable form. Created in Amaron’s green brand colour, Ron’s glowing A and surrounding rings of energy on its chest signify the energy at the heart of Amaron and the power that Amaron batteries deliver. With digital screens for faces, the mascot can display emoticons, GIFs and more. In July 2022 it launched its e-commerce website and Amaron Konnect app to help its customers and distributors to effortlessly access its products and get information. To reflect its product range that is constantly been upgraded to newer technology and usages, in October 2023, Amara Raja Batteries Limited changed its name to Amara Raja Energy & Mobility Ltd. Promotion Amaron's recognition of the evolving digital landscape extends beyond social media presence and targeted online advertising. It includes the launch of its own e-commerce website. However, amidst these digital advancements, the brand remains grounded in its commitment to on-ground training. Through below-theline activities like mechanic meets and service camps, Amaron ensures that mechanics are equipped with the latest technological knowledge and best practices.The brand also makes good use of sporting activities and actively promotes itself during cricket tournaments, leveraging the sport's immense popularity in India. Furthermore, Amaron's vast channel network provides ample opportunities for brand visibility across the country, solidifying its position as one of India's most identifiable brands. Brand Values The company expects to achieve this by redefining its business, delivering high social impact, anticipating future trends, building preferred brands, and leveraging talent and technology. The organisation’s core purpose is to transform its increasing spheres of influence and to improve the quality of life by building institutions that provide better access to better opportunities to more people – all the time. The brand ethos is simply to improve every facet of operations – from design to service – and take steps that help create customer-focused products of top quality. In short, the company seeks innovation, excellence, entrepreneurship, experience and responsibility as the cornerstone of its operations. 9 Every third car in India is powered by Amaron batteries It is the first to introduce zero-maintenance batteries for automotive applications in India It is also the first to offer a 60-month warranty on batteries in India Amaron PitStop was ranked among the top 100 franchise opportunities in India The company has been placed 22nd amongst the best employers in the country Its ground-breaking campaign 'water' was included in the highly acclaimed marketing gospel of Phillip Kotler Did you know this about Amaron Batteries amaron.com
10 Market India's plastic piping sector is highly competitive with numerous small players. It faces challenges of minimal consumer engagement, heavy reliance on plumbers and influencers, and a general lack of end-user awareness. Despite these hurdles, the market anticipates significant annual growth in this dynamic environment and is expected to exhibit a 14.18% CAGR till 2030. The government's Housing for All initiative, aiming for 50 million houses, drives demand for plumbing and drainage piping. Proactive support with infrastructure status, interest subsidies, and carpet area calculation boost growth. Emphasis on irrigation, rural development, and rising household income further fuels demand. Government backing, especially through initiatives like the Nal Se Jal Yojana for tap water connections to rural households by 2024, is a crucial catalyst, offering substantial opportunities for plastic pipe manufacturers to meet the increased demand for potable water supply. Achievements Astral has been a pivotal force in elevating plumbing standards in India, introducing the CPVC piping system and spearheading various innovative piping products. Positioned at the forefront of technological advancements, Astral actively advocates for the elimination of outdated plumbing methods through educational initiatives within the trade and community, laying the foundation for excellence in piping technologies. The company's unwavering commitment to quality is evident through the National Sanitation Foundation (NSF) approval of its CPVC compound for pipes and fittings, as well as its compound for water tanks, making Astral Water Tanks the safest choice in the market. Notably, the Astral CPVC Pro Pipes and Fittings surpass Indian Standards and ASTM standards, representing world-class plumbing systems.The CPVC compounding process significantly contributes to the Make in India initiative. Astral Pipes proudly holds BIS certification for its CPVC pipes and fittings. Astral's sustainability achievements shine through accolades like the LEED Platinum Rating from the US Green Building Council for products such as Astral Silencio and DrainPro. The company's dedication to customercentricity and continuous innovation has garnered numerous industry accolades, including the Corp Excel – National SME Excellence Award (2006), Inc. India Innovative 100 for Smart Innovation in Technology 2013, and Business Standard Star SME of the Year 2013. Astral's Pipes’ recognition of five times as India’s Most Trusted Brand, Superbrands’ four consecutive accolades and various other prestigious awards underscore its industry leadership. Additionally, being certified by the Great Place to Work Institute and recognised as the Most Preferred Workplace by Marksmen Daily in the Manufacturing category for two consecutive years further solidifies Astral Pipes' commitment to excellence. History In 1998, Astral initiated its transformative journey by introducing CPVC piping, a groundbreaking offering in the Indian market. Despite facing challenges such as the relatively high cost of CPVC technology compared to conventional Galvanized Iron (GI) pipes and a significant 60% import duty on CPVC pipe fittings, Astral's top management exuded confidence in the potential widespread acceptance and success of this new technology. Overcoming initial resistance regarding the compatibility of plastic pipes with hot water applications, Astral dedicated considerable efforts to educate and cultivate the market for CPVC pipes and fittings. Gradually gaining acceptance, Astral Pipes emerged as a leading player, establishing a formidable presence across markets with its world-class CPVC pipes and fittings. Prioritising business sustainability, Astral consistently introduced innovative piping solutions, setting numerous industry firsts while maintaining uncompromising quality standards. Notably, Astral introduced leadfree uPVC pipes for plumbing, lead-free uPVC Column pipes for stream water, and the innovative Soil, Waste & Rain (SWR) product, Silencio – a low-noise drainage system with an industry-leading material density of 1.9 cc.The product portfolio expanded further with Astral Pex-aPRO, a next-generation hot and cold plumbing system, Astral DrainPro, an innovative drainage piping system, the MultiPex 3-layer PEX-AL-PEX piping system, and Astral ChannelPro for superior surface drainage, all tailored to meet evolving market demands. Within a short span, Astral Pipes appointed over 1080 distributors and numerous dealers across India, extending its distribution network to more than 40 countries, including the US, UK, UAE, Europe, Malaysia, and Kenya.The acquisition of Rex Poly Extrusion Private Limited marked Astral's strategic entry into the infrastructure category, broadening its product Since 1996, Astral Pipes has been catering to the needs of countless homes and contributes significantly to India's burgeoning real estate sector with an unwavering commitment to quality. Today, it is one of India's foremost manufacturers of building materials. Renowned for ground breaking innovations in piping, such as introducing CPVC technology in India, Astral has expanded its product portfolio to include adhesives, water tanks, infrastructure piping, sanitaryware, faucets, and paints. Astral Pipes operates nine state-of-the-art production facilities strategically located throughout the country. Astral Pipes manufactures a diverse range, from plumbing and drainage systems to agriculture, fire sprinklers, industrial piping, and electrical conduits with all necessary fittings. Additionally, Astral Pipes manufactures a range of products tailored for infrastructure projects. Astral's energy-saving efforts hit 2,29,342 kWh, and its commitment to social responsibility in FY 2023 soared with a 46% increase in CSR spending to C91.26 million Superbrands 2024 in.superbrands.com
range to include solutions for drainage, cable protection, plastic sheathing ducts, suction hoses, and sub-surface drainage systems.This move strengthened Astral's foothold in both the infrastructure and agriculture sectors. In 2014, Astral expanded into the adhesives category by acquiring an 80% controlling stake in the UK-based company Seal It Services Limited. Subsequently, the company acquired Kanpur-based Resinova Chemie Limited in 2020, reinforcing its presence in adhesives and construction chemicals.Venturing into new horizons, Astral expanded its product portfolio in 2020 into the water tanks segment, manufacturing water tanks across facilities in Santej, Aurangabad, Cuttack, Hosur, and Ghiloth, solidifying its position as a versatile player in the industry. Continuing its strategic expansion in 2022, Astral entered the faucets and sanitaryware categories and acquired Bengaluru-based Gem Paints, marking its foray into the paints category. This multifaceted growth strategy positions Astral firmly on the path to becoming a holistic building materials company, demonstrating its commitment to innovation, diversification, and market leadership. Product Astral Pipes boasts an extensive product range that excels in diverse applications within the industry. Catering to various needs, Astral manufactures pipes and fittings that cover plumbing comprehensively.This includes Astral Pex-aPro, CPVCPro, and MultiPex for hot and cold-water applications; Astral Aquarius, a lead-free uPVC solvent welding plumbing system; and Astral EcoPro designed for reclaimed water lines. In the realm of drainage, Astral provides a spectrum of solutions, such as Astral Silencio, a high-density low noise drainage system; Astral DrainPro, tailored for challenging drainage conditions; Astral DrainMaster, a superior pushfit drainage system ensuring leak-proof joints; Foamcore, a lightweight uPVC drainage piping system; Astral Drain Hulk, PE manhole & inspection chamber; Astral D-Rex – DWC underground drainage system; Astral Under Ground – PVC underground drainage system; Astral RainWay, offering half-cut pipes and fittings for efficient rainwater management; and Astral ChannelPro, encompassing a wide range of modern surface drainage systems. For fire protection needs, Astral presents Astral FirePro – an ultra-modern CPVC Piping system designed for automatic fire sprinklers. Addressing electrical requirements, the company offers Astral Wire Guard – conduit pipes for the protection of wires and cables; Astral MultiRex – Polyolefin Channels; and Astral TeleRex – DWC underground pipes designed for Signal/Communication/Power cable protection. In the agricultural sector, Astral delivers a variety of products such as Astral Bore-Well, Heavy Metal & Lead-Free Column Pipes for submersible pumps; Astral Case-Well – uPVC Casing Pipes for borewells; Astral Aquasafe uPVC Pipes catering to agriculture and water transport systems; Astral PowerFlex – Suction hose pipes; and Astral Geo Rex and PowerDrain, the sub-surface drainage system useful for the removal of excess water, along with Astral Droplet – a drip irrigation piping system. To cater to the industrial sector, Astral offers products like Astral Chem Pro CPVC industrial piping system, and Astral Aquarious+, uPVC industrial piping system along with an extended range of Thermoplastic Ball Valves. Additionally, Astral provides InsuPro; Cross-Linked Expanded Polyethylene (XLPE); Weld-On and PipeFix Solvent Cements for joining pipes and fittings; and Astral Clamps & Hangers designed to provide proper support to pipes and cables. In the infrastructure realm, Astral contributes with products like Plus+StiRex and Pre-StiRex, offering effective solutions for post-tensioning of cable ducts, facilitating efficient tendon placement and tensioning within concrete structures. Recent Developments Astral has forayed into the categories of water tanks, sanitaryware, faucets, and paints. With this, Astral is creating its strong presence in the building materials category. Promotion Astral Pipes stands out as an energetic and dynamic brand, challenging the norms of the relatively low-involvement pipes category. Leveraging the strength of its products, Astral has successfully carved a unique positioning that effortlessly resonates with the target audience. The brand's unwavering commitment to quality and continuous innovation has cultivated immense trust from both the trade and plumbing community. Astral Pipes is recognised as a pioneer in CPVC, delivering high-quality products and embodying an innovative and forward-thinking ethos that positions it as a leader in the category. To amplify its brand message, Astral Pipes strategically enlisted Bollywood heartthrob and fitness icon, Ranveer Singh, in its campaigns. This move reinforces trust and other attributes of Astral products while establishing a strong connection with the masses.The brand's mission revolves around elevating the significance of pipes from 'behind the walls' to 'in front of the walls,' showcasing Astral as a trendsetter consistently surpassing customer-value expectations. Recognising India's diversity, Astral Pipes strategically connects with its audience through a localised approach, exemplified by collaboration with iconic star Allu Arjun for the southern markets. Astral seamlessly integrated itself into popular films, with in-film brand promotion in blockbuster movies such as Dabbang 2, Sultan, Bajarangi Bhaijaan, Toilet Ek Prem Katha, Saaho, Baahubali, RRR, Jayeshbhai Jordaar, Chandigarh Kare Aashiqui, and Dunki, among others. By introducing numerous firsts in the category, Astral positioned itself as a leader, leveraging these achievements to lead the industry. To enhance brand presence further, Astral Pipes forged partnerships with various IPL teams, including Gujarat Titans, Mumbai Indians, and Chennai Super Kings, for both the 2022 and 2023 seasons. In 2024, Astral expanded its sponsorship to a total of five teams, including the previous four and Kings XI Punjab. As a responsible corporate entity, Astral contributes to the well-being of society and the environment through its CSR arm, Astral Foundation. In FY 2023-24, Astral's CSR expenditure reached C112.24 million, marking a significant 23% increase compared to the previous year's C91.26 million. This substantial rise underscores the organisation's deep commitment to CSR initiatives, actively working to enhance its social footprint. Astral's CSR films on initiatives, such as – supporting tree plantation drives in Piplantri Village on the birth of girls, equipping Ranthambore National Park’s ecosystem with solar pumps and a pipe network to reduce carbon footprints and noise from diesel pumps, and contributing to Sonam Wangchuk's Ice Stupas project – have earned recognition from esteemed bodies like Abby, Afaqs, Foxglove, Digies, Digixx, and others. Brand Values Astral stands as a beacon of innovation and trendsetting in the piping industry. Its unwavering commitment to cutting-edge piping technologies and continuous innovation, both in existing and new products, defines Astral's identity.This emphasis enables the brand to set higher standards, leading the industry by exemplifying best practices. Renowned for quality without compromise, Astral consistently surpasses consumer expectations. Whether introducing groundbreaking piping technologies or innovating brand communications, Astral's overarching mission is to maintain a commanding presence in customers' minds, delivering promised values with unwavering consistency. 11 Astral was the first to introduce CPVC piping system in India in 1998 It was the first to attain NSF certification for CPVC plumbing system in India in 2007 It pioneered lead-free uPVC plumbing piping system in India in 2004 and was a trailblazer in launching lead-free uPVC column pipes in India in 2012 Astral’s Silencio is a world-class high-density low-noise drainage pipe with eco-friendly certifications like LEED, GreenCo, and GreenPro Its latest introduction is the Thermoplastic Ball Valve with green building certification Did you know this about Astral Pipes astralpipes.com
12 Market HIL Limited has surpassed conventional standards, securing a position of market leadership through the development and promotion of sustainable and forward-thinking products. Spearheading this movement is the IGBC Green Homes, a pioneering rating programme exclusively tailored for the residential sector. As of January 2024, a remarkable 21,00,000+ green building projects, have embraced the exacting standards set by IGBC Green, signifying a monumental commitment to sustainable practices. The trajectory of urbanisation is on a remarkable upswing, with projections indicating that by 2036, 40% of India's population will reside in urban areas, contributing a significant 70% to the nation's GDP.The government's concerted efforts, epitomised by initiatives like the Smart Cities Mission, reflect a strategic urban planning endeavour aimed at bolstering economic growth and enhancing the overall quality of life (Source: World Bank). Achievements In the span of the last two decades, Birla Aerocon has witnessed a transformative journey marked by continuous evolution and rapid technological advancements in its product line. At the forefront of innovation, Birla Aerocon has fostered close collaborations with customers, specifiers, architects, and other key influencers, immersing itself in a profound understanding of their unique needs.The endorsement of these influential stakeholders underscores the brand's commitment to excellence and the tangible value it brings to construction endeavours Birla Aerocon AAC Blocks stand out as an energy-efficient choice, conserving 5% to 10% more energy compared to conventional clay or concrete blocks. These eco-friendly properties have positioned Birla Aerocon products as favoured options in leading green projects across diverse sectors. The reliability and sustainability of Birla Aerocon products have led to specifications from various government departments, including projects under the Ministry of Housing and Urban Affairs (PMAY), Airports Authority of India (AAI), Meghalaya Infrastructure Development and Finance Corporation (MIDFC),Telangana State Roads & Buildings Department (nursing colleges), DRDO, Building Materials and Technology Promotion Council (BMTPC), and the Indian Navy. Moreover, Birla Aerocon products have been specified in projects of public sector undertakings and corporate giants such as NBCC, Numaligarh Refineries, ITD Cementation India, NTPC, L&T, Adani, and many more. Building transformative architectural triumphs, Birla Aerocon AAC Blocks have woven a story of innovation and excellence, leaving an indelible mark of distinction.The New Parliament House in New Delhi stands as a testament to its commitment to visionary design. Adding to the cultural fabric of New Delhi's Pragati Maidan, the Bharat Mandapam stands as a tribute to its dedication to architectural finesse. Collaboration with India's largest oil refinery in Rajasthan underscores its role in bolstering the nation's infrastructure. Indian Institutes of Management (IIM) or the cutting-edge All India Institutes of Medical Sciences (AIIMS), Birla Aerocon’s contribution to these institutions reflects its dedication to excellence in education and healthcare. Birla Aerocon AAC Blocks have played a pivotal role in the construction of India's first National High-Speed Rail Terminus in Gujarat, as the nation strides forward towards progress and connectivity. The impact of Birla Aerocon panels has resonated in a wide variety of structures – from 22 major IT companies; to many shopping centres around the country; to the gleaming architecture of the Diamond Bourse in Surat; in the meticulous design and construction of metro stations in the bustling metropolises of Delhi and Hyderabad – which stand as testaments to its dedication to excellence and pride in contributing to the transformative process. Reputed entities such as Gaursons India, Bhutani Group, DLF Limited and Signature Global in the NCR region, Gowra Ventures in Hyderabad, and Oberoi Realty in Mumbai underscore its commitment to shaping the urban landscape with ingenuity and vision. Additionally, partnerships with renowned industry leaders like Prestige Group and Reliance Industries in integrated PV manufacturing further exemplify its dedication to fostering sustainable development and technological advancement. Unlocking possibilities with Birla Aerocon Fibre Cement Boards in the ever-evolving landscape of construction materials which are crafted with precision and engineered to A part of the CK Birla Group, Birla Aerocon is an integral brand of HIL and a fifth-time winner of the Superbrands title. The CK Birla Group is a diversified US$ 2.9 billion conglomerate with a fast-growing global presence. Birla Aerocon is a leader in green building products and a one-stop solution for all building needs, committed towards a greener and better tomorrow. Superbrands 2024 in.superbrands.com
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