Change reaction: India Inc gets makeover

Govind Shrikhande, chief executive officer, had received repeated indications from his customers that the Shopper's Stop brand had not evolved in line with the Indian economy, the corporate sector and customers.

"We then conducted a series of specialised workshops titled "Trial Room", which revealed our customers' opinion that the look and feel of the brand needed a change. We began the rebranding process about 18 months back by starting the new-found philosophy of "Start Something New" and repositioning Shopper's Stop from being a premium retailer to a luxury one," said Shrikhande.

According to communications experts, changes in the Indian corporate sector by way of increased competition and mergers and acquisitions activity, led an increasing number of companies to opt for rebranding.

The year 2008 saw four rebranding exercises in the first four months