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Godrej re-branding

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									                           Change management




The Godrej Group is one of the oldest and most diversified firms in India. From a lock
making company in 1897 to a present day conglomerate – the transformation has been
Phenomenal. It provides us a rich insight into a company that successfully adapted to a
dynamically changing environment. Once synonymous with locks and safes today it has
presence in FMCG, consumer electronics, engineering, IT and other fields. Safely ensconced
in the protective environment of the license raj, the liberalization of 91 and the ensuing
challenges from the MNCs provided yet another stimulus for change. The company shed its
image of a closely held family business and moved from a family-owned family managed to
family owned professionally managed organization. The movement has been gradual and
marked with a number of hindrances. This can be attributed to the organizational inertia
which tries to maintain the status quo.

The two major companies of Godrej group – Godrej & Boyce and Godrej Industries Limited,
have sea change of difference in organizational culture and focus areas. While, Godrej &
Boyce continues to focus on consumer, industrial and office equipment products, Godrej
Industries Limited is more dynamic and focuses on range of sectors including FMCG,
retailing, food, IT, real estate, etc. It gives a lot of independence to its affiliate companies
and subsidiaries in decision-making. However, the control of Godrej family exists with
family members having full control or as board members in some of the companies.

      1897 - Godrej & Boyce Mfg. Co. Ltd established
      1918 - Godrej Soaps Limited incorporated
      1961- Godrej Started Manufacturing Forklift Trucks in India
      1971- Godrej Agrovet Limited began as an Animal Feeds division of Godrej Soaps
      1974 - Veg oils division in Wadala, Mumbai acquired
      1990 - Godrej Properties Limited, another subsidiary, established
      1991 - Foods business started
      1991 - Godrej Agrovet Limited incorporated
      1994 - Transelektra Domestic Products acquired
      1995 - Transelektra forged a strategic alliance with Sara Lee USA
      1999 - Transelektra renamed Godrej Sara Lee Limited and incorporated Godrej
    InfoTech Ltd
      2001 - Godrej Consumer Products was formed as a result of the demerger of Godrej
    Soaps Limited. Godrej Soaps renamed Godrej Industries Limited
      2002 - Godrej Tea Limited set up
      2003 - Entered the BPO solutions and services space with Godrej Global Solutions
      2004 - Godrej HiCare Limited set up to provide a Safe Healthy Environment to
    customers by providing professional pest management services
      2006 - Foods business was merged with Godrej Tea and Godrej Tea renamed Godrej
    Beverages & Foods Limited
      2007 - Godrej Beverages & Foods Limited formed a JV with The Hershey Company
    of North America and the company was renamed Godrej Hershey Foods & Beverages
      2008 - Godrej relaunched itself with new colorful logo and a fresh identity music
      2010 - Godrej launched GoJiyo a free, browser based 3D virtual world

Companies in the group
The spirit of entrepreneurship, the vision of a dynamic tomorrow, and the capacity to build
and realize dreams! This is the essence of the Godrej group. No wonder then, Godrej has
become the symbol of a vibrant multi-business enterprise touching the lives of millions and at
the same time an icon of enduring ideals in a changing world.
Godrej & Boyce

From locks to aerospace, furniture to construction, appliances to custom-built critical
equipment, and several more, Godrej & Boyce has a diverse range of products and services.

Godrej Industries

India's leading manufacturer of oleo chemicals making more than a hundred chemicals for
use in over two dozen industries. Its products also include edible oils, vanaspati and bakery

Godrej Properties

One of India’s leading real estate development companies focusing on residential,
commercial and township development.

Godrej Consumer Products
A major player in the Indian FMCG market with leadership in personal care, hair care,
household care and fabric care segments.

Godrej Household Products

Godrej Household Products Limited (GHPL) is a wholly owned subsidiary of Godrej
Consumer Products Limited. With strong brands like Good Knight, HIT, Jet, Ambipur,
Brylcreem and Kiwi, GHPL is the market leader in the Indian household insecticides
category and has a dominant presence in the air care, shoe care and male hair care markets.

Godrej Hershey

A joint venture between the Hershey Company, USA and the Godrej group, it is one of
India's leading businesses operating in Food and Beverages segment.

Godrej Agrovet

It is Diversified agribusiness Company with interests in animal feed, oil, palm plantations,
agro chemicals and poultry. It is India’s largest animal feed company.
Other Companies

Godrej InfoTech

Godrej Efacec Automation & Robotics


International Operations

Products and services

      Appliances

      Furniture

      FMCG

      Real Estate

      Agri

      AV Solutions

      Chemicals

      Construction

      Electricals and Electronics

      IT & Software Solutions

      Locks
       Material Handling

       Motors

       Precision Engineering

       Precision Systems

       Process Equipment

       Security Solutions

       Storage Solutions

       Tooling

       Vending

       Batteries

Structural change

Godrej has since 1990 deliberately undertaken a process of self-improvement. The main
problem faced by the group in 1991 was that it was getting too bureaucratic with slow pace,
getting bogged down in routine matters, too many slow-moving products and a reluctance to
do away with old practices.

The key to break this shackle, Godrej realized is that to make everybody accountable and
responsive. Godrej went all out into incorporating corporate governance in all its subsidiaries
and group companies (both listed and unlisted). Each group company had a CEO or a
President (not necessarily from the family). Full freedom was given to these leaders to devise
strategy for the companies and lead Godrej in the liberalized and open economy. However
the board of each company still has some family members to oversee the working of the top
management and the company and there is consultation at both family and business levels on
critical issues.

This change led to the concept of divisionalization with each division as a profit centre,
decentralization of decision-making and empowerment of managers at the grassroots level,
and Quality the watchword. There was a realization on the part of Godrej that for all their
successes in the past, they still fell short of a world class organization and they had to make
up for it. Along with implementing innovative techniques like TQM for technology, product
and process improvement there was a compelling need to ensure that a balance was
maintained between new ideas and enduring wisdom gathered through the century old
experiences, especially on the human side by preserving the traditional bonds of trust which
the owner-top management had always enjoyed with employees at all levels.

Product changes

In the washing machines segment Godrej is catering to all pockets as they manufacture
semi- automatic and fully automatic. In the fully automatic category, Godrej has both front
load and top load models with 14 variants of Allure, Enchant etc series having capacity
ranging from 5 kg to 7 kg.

The latest washing machine Ergoz, having a capacity of 5.5 kg and 5 kg has a unique tilt open
drum design. This design has been specially created for the comfort and convenience of the
users and helpful for those with back or knee problems. All models have different advanced
features like air clean programme, ozone clean technology, turbulator, fuzzy logic, u sonic
technology to name a few.

In the world of home appliances there is more than enough choice for consumers today, with
more and more new brands entering the market every day. However, one brand that has
successfully built and maintained consumer trust for decades is Godrej. Manufacturing
different products, right from washing machines to refrigerators, from microwaves to air
conditioners and now, furniture, Godrej has proved to be a reliable company in every field.

In the refrigerator market, Godrej isn't a new player and it has a vast collection of
refrigerators. It has been manufacturing refrigerators since 1958. Revamping the cooling
technology with PUF, launching 100% CFC free refrigerators, coming up with the Godrej
Pentacool with five sides cooling in and Penta-fresh Technology are all examples of Godrej's
style of working. The latest series Eon that has been recently launched has a got a large
number of new and innovative features such as cool shower technology, swivel shelf,
integrated    ice     hangers,      tinted    shelves,     anti     –     B      technology.

All new semi-automatic washing machines from Godrej, GDS 950, have all the features that
one needs. This machine with 8.5 KG wash capacity is designed with HexaScrub and Pulse4
technology. While, HexaScrub is a useful blend of powerful pulsator and six micro scrubbers,
the Pulse4 refers to the powerful central pulsator supported by three roto wheels

Latest fully-automatic washing machines from Godrej are equipped with DAC (Dynamic
Aqua-Power control) technology. This feature of the machine is used for controlling the
water flow and power cuts. Machine goes into the sleep mode and resumes its operations
whenever supply of water or power restores. In Microwaves, Godrej uses the latest
technology, Microsteam, which helps in keeping all the nutrients of the food intact. This
feature reduces the fat content and makes the food almost fat-free and also helps it.

Godrej soaps: Evita is first launched in 1990’s and later relaunched as age control soap.
Godrej soaps include Cinthol, Evita, Fresco, vigil, Ganga, Fay, Crowning glory, Shikakai,
Fairglow, No.1. In 2007 Godrej launched Vigil.

Segment changes

Godrej interio has started designs for young and fun loving customers. They were
concentrating on slightly aged people till date but now they were into new designs.

Technology changes

The Godrej story began in 1897 with the manufacture of Locks. Since then, Godrej Locks has
set several benchmarks in the locks industry – from the first spring-less lock in 1907 to the
iconic 'NavTal' in 1954 to the Ultra range in 1995 to the revolutionary 3KS in 2007.

The security levels are divided into 5 by Godrej and by all means, Level 2 locks (at the most
level 3) should be the best suited one’s for the doors in the households. The locks under Level
2 (commonly referred as Godrej Ultra locks) are further divided in various types such as
Ultra Padlocks, Ultra furniture locks, Ultra Rim, Ultra Mortise, Cylindrical locks and Ultra
shutter locks. Among the Level 2 locks, the Ultra Rim type is the most widely used lock
which further has different variations like Ultra Vertibolt, Ultra Nightlatch, Ultra Retrofit
Adaptor, Ultra Latchbolt, Ultra Twin bolt and Ultra Tribolt. All level 2 keys use the Dimple
key technology which provides 10 crore key combinations making extremely difficult (read
impossible) to duplicate the dimples. Level 3 keys are the upgraded version of Level 2 Ultra
keys, which beside being easy to install and upgrade, provide almost 200 crore key
Refrigerator technologies: Silver shower technology, Anti- B technology, SIF technology,
ZOP technology,
Air conditioners technologies: Gold fin technology, Blue fin technology,

Packaging change: packaging soap is changed for Cinthol soap

Logo change: It changed its logo in 2008.


Ambassador - the first car to be manufactured in India, has been ruling the Indian roads ever
since its inception in 1948. Originally based on Morris Oxford (United Kingdom, 1948), the
Ambassador has been undergoing a series of changes, adapting to customer expectations.
With upgraded manufacturing facilities in Uttarpara, West Bengal, Hindustan Motors Limited
is geared for production of a more contemporary version of the Ambassador, with features
catering to the needs of the present generation. Ambassador, the only automobile to ply
Indian roads for more than five decades now, has carved a special niche for itself in the
passenger car segment. Its dependability, spaciousness and comfort factor have made it the
most preferred car for generations of Indians.

Ambassador Mark I to Mark IV
In 1957 all the tooling of the British Morris Oxford Series III was transferred to India. The car
was renamed the Ambassador and series-production started in 1957.

Styling changes from the Morris Oxford series II (Land master) to Morris Oxford series III
(Ambassador) included deep headlamp cowls and small rear wing "tail fins" -- all the rage in
1956. The dashboard and steering wheel were completely redesigned. The Landmaster's
flat-plane two spoke steering wheel gave way to a stylish dished steering wheel with three
spokes made-up of four wires per spoke, for the Ambassador. Also a new, dimpled hood
made its debut. These models had a 1489 cc side valve BMCB series petrol engine. In 1959
the side valve engine was replaced by a 1489 cc, 55 bhp overhead valve BMC B
series petrol engine.

In 1963, it underwent a minor frontal facelift with a closely chequered grill and was named as
theAmbassador Mark II. Like with other British designed Mark cars, while there was never
really any Ambassador Mark I, the arrival of the Mark II got people calling the older model,
Mark I.

In 1975, another minor facelift to the same grille and a much bigger frontal facelift was
turned out as the Mark 3, the most popular face of the Ambassador.

In 1979, the Ambassador got another facelift with a smaller chequered grill and square park
lamps and separate blinker lamps. This model was named as Mark 4. In addition to the
existing petrol version, a diesel variant was launched which was powered by a 1500 cc,
37 bhp BMCB series diesel engine. It was the first diesel car in India and was well received
by the Indians. Mark 4 was ast of the Mark cars. Further on, it was renamed Ambassador
Nova. The Ambassador of 1990 was virtually identical to the original, with most changes
being cosmetic. This technological stagnation was mainly because of the protectionistic
policies being pursued by the Indian government at the time, and there was little willingness
on the part of Indian companies to innovate.
Ambassador Nova
Ambassador Nova was launched in early 90s in two variants- a 55 bhp petrol powered
Deluxe version and a 37 bhp diesel powered Diesel DX version. Ambassador Nova had a
newly designed steering wheel, new steering column, better brakes and electricals. Also it
had some cosmetic changes which included a new radiator grill also.
Ambassador 1800 ISZ
In an attempt to increase its appeal,in 1992 another version was released. Dubbed the
Ambassador 1800 ISZ, this model featured a powerful 75 bhp 1800 cc Isuzu engine and a
5speed gearbox, and also had the option of bucket seats, as opposed to the earlier bench
seats. Also, the entire dashboard was redesigned. Instrumentation panels were shifted from
the centre of the dashboard to the right, behind the steering wheel. Seat belts became
mandatory. At that time no Indian car had such a powerful engine and it was the fastest car
of its time.

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