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.
Pragati is a Partner at Astrum, where she leads the execution of strategic communication solutions and advocacy programs for clients navigating reputation, policy, and stakeholder challenges. With more than 15 years of experience, she is a go-to counsellor known for resolving high-stakes problems and steering organisations through crises with precision under tight deadlines. Pragati has successfully engaged CXOs, policymakers, and industry leaders, helping clients address complex issues at the intersection of business, society, and governance.
A Microbiology graduate with an MBA in Communication Management from Symbiosis Institute of Media and Communication, Pune, Pragati combines analytical depth with creative execution. Her strong interest in climate change and sustainable development further strengthens her ability to help organisations communicate responsibly, building trust and credibility in today’s fast-evolving environment.
