ABOUT US

Embrand sees this era, which some term as an economic crisis, as a cusp of economic history, where the balance of economic power is slowly tilting to the East.

It is an opportunity for established brands from the G7 to go beyond seeing the brand as a label, logo or name, and meet a whole new set of needs with products and services

CASE STUDIES
KIA Opirus – MENA

KIA Opirus – MENA

Well-engineered Kia cars had to be ‘pushed’ out of UAE dealerships with heavy discounts in 2008 – thus eroding margins. Embrand’s test-marketing effort showed how to change this. It repositioned Kia’s Opirus sedan with a few product modifications and a new sales...

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Yamaha Motorcycles

Yamaha Motorcycles

Conceived by Embrand, Made in India by Yamaha …succeeded across the world.In 2004, Yamaha was playing the “Fill it, Shut it, Forget It” game, with forgettable products. But Embrand’s research revealed that motorcyclists in India couldn’t forget the thrill of riding...

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Hero Cycles

Hero Cycles

A brand’s past can be a barrier to its futureHero’s Hawk & Ranger cycles were conceived, designed and launched by Manoj Berry while at JWT. Their UX created a viral amongst kids, without any brand advertising, to answer Hero’s brief – Enhance the brand’s pricing,...

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Brooke Bond India Limited – Taj Mahal tea bags

Brooke Bond India Limited – Taj Mahal tea bags

Until the mid 1980’s, tea bags were largely purchased by the HORECA sector for out of home consumption by consumers. At around that time, instant coffee had begun making inroads in major cities of India’s TDA’s (Tea Drinking Areas – mainly North, East and West India),...

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Miraco Gensets

Miraco Gensets

Meera and Company Ltd. had been the leading distributor of Kirloskar diesel engines for over four decades and DG set (Diesel-engined generating set) assemblers for the last twenty years, when it first began discussions with Embrand in 1996. The problem, as Meera &...

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Malhotra Heart Institute

Malhotra Heart Institute

BRAND DIRECTION FOR MALHOTRA HEART INSTITUTE. The Malhotra Heart Institute was founded by a family of US-based cardiologists to provide state-of the-art invasive and non-invasive cardiac care in India. The clinic commenced Out-patient care in 1995 and invasive...

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VLCC Dubai

VLCC Dubai

BRAND DIRECTION FOR VLCC VLCC was initially established in New Delhi in 1989 with beauty as its primary focus. But with the collapse of Personal Point (India’s pioneering, and dominant, medically-guided weight-loss services brand), VLCC took upon the opportunity to...

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“Embrand’s Manoj Berry worked with VLCC to create the brand’s roots in its first overseas market, the UAE, by identifying the product best suited for UAE’s affluent residents – weight-loss management. Then, by aligning all business processes to it and implementing a series of strategic and tactical measures he turned the venture profitable.”

– Mukesh Luthra, Chairman, VLCC Group

“As head of HTA’s team on the Hero group’s business, Manoj conceived the Ranger All-Terrain Bike, and then used it as both the medium and the message of a unique campaign for the Hero brand. This strategy did what advertising could not – make Hero Cycles the most aspirational bicycle brand in India, and thereby increased its trade margins.”

– S.K. Rai, Managing Director (Works), Hero Cycles Ltd

“Embrand conceptualized two Made-for-and-in-India products – YZF R15 and FZ16 – to restore India’s faith in the Yamaha brand, and reverse its declining market share. These bikes did exactly this – despite being priced 30% above rivals, and promoted with just showroom displays. YZF R15 also proved successful in S.E. Asia, USA and EC.”

– A.V. Srinivasan, Sr. V.P. & Director, Yamaha India. (2004-05)

Why Indians prefer Indian tea packaged in British brands

Britain can’t grow tea and India grows more tea than any other nation in the world. So why, despite Covid, is the market share (by volume and value) of Britain’s Unilever’s tea brands – Lipton and Brooke Bond – still dominant in the Indian market ? (per...

Made in India, Designed for the World

One strong brand can be the pillar of an entire economy – as was Acer for Taiwan in the 1990’s, and Nokia for Finland later. These brands also helped make “Made in Taiwan”, and “Made in Finland” labels that consumers across the world respect, and every product from these countries reaps the reward.

Building a brand is a more arduous task than manufacturing products for other people’s brands, but the rewards are greater, and more sustainable. While India and China may have more millionaires, Acer and Nokia have contributed hugely to creating standards of living for their nation’s entire populace.

This is the inspiration behind Embrand’s latest initiative, “Made in India, Designed for the World”.

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