Drawing Inspiration From ABG - Ritika Arora, NMIMS Mumbai
Aditya Birla Group is the third largest Indian Private Sector conglomerate. It has marked a difference right from the British Raj and has always lived up to the values it follows. Spread over various sectors in Cement, Finance, Fashion, Metals, Textiles etc. Having marked India on an International Map, 50% of the Group’s revenues from in from overseas markets. The brand value created for each of its brand is phenomenal, e.g.: when someone says Cement, it always reiterates only to UltraTech Cement. Sitting, writing this article if I look around, at my home itself ABG is everywhere in some form or the other starting with wardrobe filled with Allen Solly, Van Heusen and Forever21. I cannot imagine a day without foil paper and again the brand recall goes to Freshwrapp. We cannot forget the base and strength of the house is built with ABG (UltraTech Cement). Personally, ABG was the first group to open a huge store in a newly built mall in my town. Surat was still developing and people still heavily depended on local brands until Pantaloons was opened in town and it was like the luxury that was introduced to us. Tapping into an untapped potential market was a very risky but risk-assessed decision made by ABG. Later into years, when formals came into picture in my life, ABG group was the saviour again. It provided not only high-end segment but also low and middle end segment with brands like People.
