A traditional masterbatches manufacturer, long positioned as a commodity supplier, faced the need to reinvent itself. With global competition intensifying and customers demanding higher value, the company sought to transition into a premium, innovation-driven brand offering speciality solutions. The challenge was not just image-building but a fundamental shift in how the company was perceived by customers, partners, and competitors worldwide.
We designed a three-phase approach to develop corporate reputation strategy.
Mapping evolving industry needs, stakeholder expectations and end customer evolution to sharpen positioning.
Introducing a new corporate identity with new livery and positioning to both internal and external stakeholders.
Ensuring internal alignment of vision, focus and management priorities to drive high performance and quality culture adoption.
Securing recognitions for industry-first innovations, showcasing advancements in specialty applications and shaping executive authority through industry-shaping content, keynote opportunities, and recognition at global platforms.
Showcasing the much strengthened product portfolio, R&D driven industry-first speciality applications and new identity at international trade shows, a first for the company.
The company successfully repositioned itself as India’s most trusted masterbatch manufacturer with premium expertise, besides a strong foundational product portfolio. Its strengthened reputation not only enhanced customer loyalty but also opened doors to new international markets. Today, it has grown business in India and international markets, able to attract global players to collaborate and its MD leads several chamber of commerce and industry bodies and is a recognised voice in the plastics industry. The company has received several national and international accolades for innovation and sustainability.
Ashwani is the Founding Managing Partner of Astrum. He has converted his passion for generating proprietary insights to inform strategy and messaging as the bedrock of his work. Considered amongst the most influential voices in the industry, he is a sought-after trusted advisor and strategist by both the C-Suite and Political leaders.
Before founding Astrum, Ashwani was the Asia MD of PSB Research and the CEO Co-Promoter of Genesis Burson-Marsteller (Burson). He is the Founder and Executive Director of Impact Research & Measurement, India’s media intelligence & measurement leader. He serves on the global executive board of IPRN, the largest independent PR agency network as well as the advisory boards of several companies and Not-for-Profits.
Email Ashwani : [email protected]
