The Wave Group

Repositioning one of India’s leading conglomerates

Brand strategy
Brand identity
Brand campaigns
Brand architecture
Brand assets
Brand guidelines
Brand activation
Signage and wayfinding
Art direction
Tone of voice

Client

The Wave Group is one of India’s leading business conglomerates, with a strong presence in multiple industries across Northern India. The group’s core sectors are Real Estate, Manufacturing, Entertainment, Healthcare, and Agriculture.

Brief

Founded in 1963, The Chadha Group initially built its reputation within the beverage industry, through licensing, distilling, sugar manufacturing and brewing. The group wanted to reposition the business and changed their name to Wave, as part of a major restructuring of the organisation to help their expansion into real estate and other business sectors. Wave asked Rose to help them build a world-class brand platform, capable of accommodating the expansion of their fast-growing business interests and partnership opportunities.

Solution

Rose defined a new brand strategy for Wave, reviewed their entire brand architecture across the group, and created a brand identity to reflect their diverse portfolio of businesses, including real estate, construction, malls, multiplexes, sports, education, entertainment and beverages. Following the new positioning and brand identity, as part of their expansion into real estate, Wave asked Rose to help them develop a communications strategy for 4 major developments within their city portfolios, to ensure each development had its own distinctive personality, whilst retaining a clear association with the Wave Group.

Result

At the time of the rebrand in 2013, The Wave Group’s core businesses (realty, sugar, distillery and entertainment) were valued at just over R 800 Cr (approx £70.6m GBP).¹ The new brand was created to accommodate and anticipate Wave’s ambitious growth plans, which have since involved expanding the brand into new sectors including mining, edible and non-edible oils, foods, agriculture, healthcare, film-making and major sponsorship within the India Hockey League. By July 2019, prior to a major restructuring and demerger of the core businesses, The Wave Group was valued at more than R 15,000 Cr (approx £1.32b GBP).²

¹ Business-Standard.com Jan 2013
² Economic Times (India) July 2019