Tata Chemicals undertakes re-branding of global arms

TATA Chemicals (TCL), a part of $67.4billion Tata Group, has undertaken a rebranding initiative in a bid to bring its subsidiaries in the UK, US and Kenya under the Tata Chemicals corporate brand.

The move is seen as an important milestone in the evolution of the Tata Chemicals brand, where close to 40% of the current consolidated revenues come from outside India. It will also present a united organisation for its global customers, instead of representing the business as four different companies.

From April 1 onwards, its subsidiary the General Chemicals Industrial Products, a company Tata Chemicals acquired in the US in early 2008, would be rebranded as Tata Chemicals North America Inc.General Chemicals (Soda Ash) Partners would become Tata Chemicals (Soda Ash) Partners, Brunner Mond (UK) Limited, a company acquired by Tata Chemicals in the UK in 2005 will be now Tata Chemicals Europe Limited, and Brunner Mond SA (Pty) Limited, will be Tata Chemicals South Africa Pty Limited. Kenya-based Magadi Soda Company Limited will be rebranded as Tata Chemicals Magadi Limited.

Tata Chemicals shares were up 2.05% on the BSE on Friday to close at Rs 345.30.

?The Tata brand today is well recognised in these geographies and this move of creating a common global identity for Tata Chemicals is envisaged to strengthen the Tata Chemicals brand across the globe,? the company said in a media release. ?Following the operational integration across the subsidiaries, this move will open up opportunities for Tata Chemicals to be more customer-centric with a strong supply chain capability spanning four continents under a common corporate brand,? it added.

R Mukundan, managing director, Tata Chemicals said, ?This transition demonstrates Tata Chemicals? intention to build a strong and sustainable global Tata Chemicals Brand. Tata Chemicals has manufacturing operations across 4 continents and will be working with a common mission of ?Serving Society through Science? to provide innovative products and services to various customer segments across the world.?

DeLyle Bloomquist, president, global chemicals business, Tata Chemicals, added, ?We will now be able to more effectively leverage our businesses as one of the largest and the most geographically diverse producers of soda ash, sodium bi-carbonate and salt.?