SKS Microfinance to go for image makeover

Signs US-based Jack Trout for rebranding, repositioning

Hyderabad-based SKS Microfinance has roped in US-based marketing strategist Jack Trout to undergo ‘rebranding and repositioning’.  

Jack Trout is a leading international marketing consultancy based in Connecticut, USA.

“I am delighted to help SKS Microfinance as its recent turnaround post an external event is commendable,” said Trout. “I consider this an interesting assignment as rebranding/ repositioning work in the social sector, particularly after a crisis that nearly annihilated a crucial social sector, brings multitudes of challenges.”

Rao, MD & CEO, SKS Microfinance said, “…it is imperative that we revisit the brand propositions in order to further increase our brand equity among our members and other key stakeholders.”

"We are back at the threshold of steady growth post our recent turnaround, and require expert counsel in ending the dichotomies/ ambiguities related to branding and positioning,” added S Dilli Raj, CFO, SKS Microfinance.

Shares of SKS were trading marginally higher at Rs 136 on the National Stock Exchange. The stock has performed well in the past one month after few existing shareholders of the company, including WestBridge Capital and SKS Trust, were seen hiking their stake in the company.