Aditya Birla is a brand which I have been around since my childhood days. Wherever there is civilization, one is bound to have heard or used products from Aditya Birla Group. Our house in Bhubaneswar was constructed using Aditya Birla cement. During my days as a Relationship Manager at Axis Bank, I used to wear formals from ABG brands like Louis Philippe, Allen Solly, Van Heusen and Peter England. Being a commerce graduate I have not been around ABG’s industrial brands. But during my M.Com course at St. Xavier’s College, Kolkata, I conducted a research on mutual funds performance evaluation and lo and behold among the top 30 equity mutual funds was the Aditya Birla Sun Life Equity Fund. Family outings usually comprised of shopping trips to our nearby Pantaloons outlet which is an experience on its own. The variety of brands and huge discounts enabled a middle-class family like ours to wear branded clothes on a budget. The late night talks with friends, last minute projects, and staying in touch with loved ones was possible due to the reliable network of Idea and Vodafone. My parents are also policyholders of Birla Sun Life term insurance, which enables them to take life one step at a time and be assured about my future in case of a mishap. Two years ago, my mother had an accident due to which her knee cap had multiple fractures and we were scared that she may not recover fully or even be able to walk. We had rushed her to Aditya Birla Memorial Hospital which was the biggest hospital nearby. Due to the expert care taken by the doctors there and with considerable physiotherapy she can now walk and even run at a slow pace. To conclude I want to emphasize on the pervasiveness of ABG brands in my daily life and that most people don’t realize the value a company is able to add to the daily lives of people.