According to the Business Dictionary, a brand is a "Unique design employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind. Thus, brands help harried consumers in a crowded and complex marketplace, by standing for certain benefits and value."
From the foundation of cotton trading operations at Pilani in 1857 to Binani Cement becoming a fully owned subsidiary of Ultra-Tech, 2018. From the record of Dhar Cement being set-up in 12months at record low cost and zero safety incidents, to the tag of World's largest Aluminium rolling company. From being World leaders in Carbon Black to the milestone partnership of Vodafone-Idea. A global leader in Viscose Staple Fibre (a major ingredient in garments). The Aditya Birla Group has been getting bigger and better. Not just because of its innovative ideas and intelligent mergers, but also, because of its values. The idea of delivering superior value to people, and society at large. The idea of globalizing Grasim, just after independence, and marking India's global presence. Helping farmers undertake drip irrigation for a better harvest. Launching and empowering women to set-up micro-manufacturing units, self-help groups for solar assembly units and providing solar lamps to children across schools. Using hydrogen gas instead of furnace oil, thereby eliminating CO2 emissions. Initiatives like the Aditya Birla Memorial Hospital, Aditya Birla World Academy, The Aditya Birla Scholarships and many more.
These ideas, innovations, initiatives are not just helping the company, the economy, the people, but also, they are helping students, educationalist and industrialist understand what makes any company sustainable. Trust. Trust that the brand will always stand by its quality, have integrity and show empathy.
As a child, my whole world was my mother, my friend, companion, guide. Even though I was a single child to a working mother I never felt alone. One day, when I was 13 and she found out she has been relocated to a tier three city, our safe haven was lost. I came to live with my uncle and aunt, where no one could hear my deafening silence, a teenager having to adjust to everything around her, alone in the crowd, trying to prove at every step that she was as good as all the others. That year I learned to live outside my comfort zone, learned to adapt, to deal with my problems on my own, as my mother was dealing with hers, adjusting to the situation and worrying about me with equal measures. That year I grew up. That year defined me as a person. My most difficult year till date and a learning curve un-parallel to any other. This story is not to show that I was strong, this is to show how trust works, trust that someone is there to hold you when you fall, trust that you can be whatever you desire, only if you believe. This is the reason I believe that "Trust" has helped me sail through my tiny share of problems and has helped ABG withstand the roller coaster it has been through.