Design company Tata Elxsi has announced a strategic partnership with UAE-based brand consultancy Brash Brands, to deliver brand consultancy and integrated design services in India and other key markets including GCC (The Cooperation Council for the Arab States of the Gulf) and Asia. The partnership will be effective January 2013.
Commenting on the partnership, John Brash, founder and chief executive officer, Brash Brands, said, “This is a big step for our organization and it vindicates our business strategy. We don’t want to be the biggest - we just want to offer our enterprise clients excellence to realize the potential of their brands. Tata Elxsi understands the power of this proposition and the need for excellent brand development services in India.”
Speaking to Campaign India, Brash added, “We believe that businesses are built on relationships and our engagement with some of the senior people at Tata over the last few years has led to this partnership. We are not in the business of just designing logos. We are in the business of growing the value and business of the companies that we work with.”
Elaborating on their India foray, Duncan Daines, executive director – strategy, Brash Brands, pointed out that India has huge potential not just in terms of business opportunities but also what it can offer to other markets. “The country is increasing in power as a centre of excellence and that is one of the primary reasons for the association with Tata Elxsi,” he added.
Madhukar Dev, managing director and chief executive officer, Tata Elxsi, said, “This partnership enables us to provide our customers a unique set of full service offerings initially targeted at India, Dubai, Abu Dhabi, Saudi Arabia, Qatar and Singapore.”
Through the partnership, Tata Elxsi is expected to build Brash Brands’ business in India, while Brash Brands will represent Tata Elxsi’s portfolio of design services across its offices. A joint statement informed that the relationship’s first combined service will be to set up joint operations in Bengaluru to address brand development and consultancy services in India, and target product design and signage.