Polycab unveils new brand identity, company to diversify to solution-oriented organisation

The company aims to make the brand more modern, contemporary, and relatable to the customers with the rebranding exercise while retaining the organisation’s core values

Polycab India unveiled a new brand identity on September 18 as the cable and wire manufacturer company looks to diversify from its products-only focus to providing solutions to the customers.

The company changed its tagline from ‘Connection Zindagi Ka’ to ‘Ideas. Connected’. The company also updated its logo. The brand refresh has been designed by Interbrand.

“The new visual identity reflects the colours of dawn, symbolising Polycab's commitment to reaching new heights, mirroring the rising sun, and encapsulates the vision of uniting all towards a brighter future by ingeniously incorporating the letter 'O,' a prominent sound in the Polycab name, into its innovative visual emblem. The three colours red, blue and purple signify leadership in wires and cables, the connection with customers, through the FMEG category and its future readiness respectively. This representation aims to make the brand more modern, contemporary, and relatable to the customers whilst retaining the organisation’s core values,” the company said in its press release.

Speaking at the event, Inder Jaisinghani, Chairman and MD of Polycab India said “As we reflect on our remarkable journey from the inception as a single electrical store to the leader in wires and cables manufacturing, we are filled with pride. We have always believed evolution is the key to staying relevant and hence continue to work towards offering futuristic solutions to our customers. We have grown by focusing on innovation, sustainability, and customer-centricity, and now, this new brand identity reflects our core pillars.”

“We want to evolve from our manufacturing-centric, product-only organisation to a solution-oriented organisation and we want to support our customers by continuously innovating with ideas and simplifying the lives of our customers,” Gandharv Tongia, CFO of Polycab said at the event.

Nilesh Malani, Chief Marketing Officer of Polycab said that the objective behind the brand refresh was “to be seen as a modern, relevant and contemporary brand in the consumer market as well as connecting with the large youth audience of the country.”