The transition from childhood to adulthood in my life resulted in a number of changes in my lifestyle. One such change was that I started choosing branded products over unbranded ones, especially in case of apparels. Brands like Peter England and Allen Solly started taking over my wardrobe. Today, I am a loyal customer of these brands and adore the quality of their products. The confidence that I get from using their products gets reflected in my behaviour and adds value to my life. I developed a sense of curiosity to know more about holding companies of these brands. I was amazed when I came to know that both these companies and numerous other aspirational brands all belong to the Aditya Birla Group. I understand that the group’s companies are completely dominating the apparels and fashion industry. I realized that I am using their product, knowingly or unknowingly, every single day.
Another change in my life was that I started using mobile phones. I recall the happiness that I experienced when I was handed my first mobile phone. It had an ‘Idea’ sim card. The network enabled seamless connectivity and helped me contact people free of trouble. I used to closely follow the advertisement campaigns of ‘Idea’ on television and applaud the creativity of the content makers. Later on in my life, when I realized that ‘Idea’ too belongs to Aditya Birla Group, I was astonished. I wondered how deeply we all are influenced by the group’s companies, brands and products. Literally, there are no avenues where the group has not made their presence felt.
