Srei Finance Kicks Off Branding Exercise

Srei International Finance Ltd has segregated and independently branded its different lines of business under a package recommended by advertising and marketing guru Alyque Padamsee.

The branding exercise is expected to achieve differentiation internally among its lines of business and also distinguish Srei's products in the marketplace, said company sources.

The asset financing business will now be marketed under the 'Equik' name for construction equipment. Another brand, 'Requik' will be developed for equipment refinance business, while the 'SREI-parts' brand will finance spares requirement of construction equipment.

In the auto finance sector, SREI 'Auto' brand will focus on personal commercial vehicles.

A second brand will be developed for infrastructure project financing, called SREI 'Core', for small and medium infrastructure projects between Rs 50 crore and Rs 500 crore. Ports, roads and power are the three major lines of business under this brand.

The fledgling renewable energy systems financing business, dealing mainly with solar power equipment, will be branded 'Bhaskar'. It covers both domestic and commercial customers.

Foreign exchange services have been branded 'SREI Forex', including the money-changing, travellers cheques and cards related activities.

In asset management services, 'Monitor' will be the brand under which asset management and recovery functions will be included. The company offers this service to other banks and institutions, along with re-marketing of assets.

The company's fixed deposit schemes have been branded SREI 'Treasure', though the specific schemes will continue to be marketed under the name 'Sreshtha'.

In investment services, the brand will be 'SREI-Money' offering retailing and wholesaling of debt through its 100 per cent subsidiary Srei International Securities Ltd.

For its insurance products and services business, the SREI 'General' will be developed for use by its wholly owned subsidiary, Srei Insurance & Broking Ltd. It offers insurance products of Bajaj-Allianz Life Insurance products will be marketed under the brandname 'Life', under which life insurance and related products of HDFC Standard Life will be sold through Srei Insurance & Broking Ltd.

Other brands lined up are Srei 'Capital' for capital market, resource mobilisation, merchant banking and financial advisory services through its subsidiary, Srei Capital Markets Limited a registered category-1 merchant banker.

Infrastructure equipment services will be branded 'QUIPO' and the business will be run through Indian Infrastructure Equipment Ltd. (IIEL), a construction equipment bank set up be Srei some years ago.