Navigating Change: Sumeet Bhojani on Godrej's Strategic Rebranding for Modern Relevance

A 100+ year-old business house decides to ditch its iconic tricolour identity for a bold purple makeover. Sounds risky? That's exactly what Godrej did—and it's turning out to be a masterclass in strategic rebranding.

Late last year, Godrej Enterprises Group unveiled a refreshed brand identity that goes far beyond aesthetics. Following the family conglomerate's structural split, this rebranding represents a fascinating case study in balancing legacy with innovation—something every modern business can learn from.

The most striking change? Godrej's move from its traditional tricolour palette to a singular purple identity. But this wasn't just a designer's whim. Purple symbolizes aspiration, confidence, and consistency—qualities that resonate perfectly with today's young professionals and entrepreneurs.

"By using a single lead colour, we ensured a cleaner, more distinctive identity," explains Sumeet Bhojani, head of brand and strategic insights at Godrej Enterprises Group. This unified approach creates coherent communication across their diverse portfolio spanning aerospace, furniture, and consumer durables.

Here's where it gets interesting. Godrej's post-rebrand campaigns aren't just pretty visuals—they're rooted in deep consumer insights. Take their recent home locker advertisement that turned a relatable Indian habit (hiding valuables under mattresses or behind temple idols) into a compelling narrative about security.

The ad showed family members literally "gambling away" their valuables, creating a humorous yet powerful argument for secure storage solutions. It's this kind of culturally relevant, emotionally resonant storytelling that sets successful rebrands apart from mere logo changes.

What makes Godrej's transformation particularly relevant for today's conscious consumers is their commitment to sustainability. Over 37% of their revenue now comes from "Good & Green" products, with a target of 50% by 2032. They're not just changing colors—they're changing how business can create positive impact.

The company has also embraced digital transformation, using behavioral data to personalize customer experiences and leveraging tools like WhatsApp bots for seamless interaction.

Godrej's strategic rebranding offers a blueprint for modern businesses: respect your legacy while embracing change, ground your creativity in consumer insights, and always keep purpose at the center. In an era where authenticity matters more than ever, this century-old brand is proving that evolution isn't just possible—it's essential.

For young entrepreneurs and professionals, Godrej's journey demonstrates that successful transformation requires patience, insight, and the courage to make bold moves while staying true to core values.