Tata Elxsi and UAE’s Brash Brands recently announced a major strategic partnership to deliver full service brand consultancy and integrated design services in India and other key international markets, including GCC and Asia.
Through this exclusive partnership, Tata Elxsi will build Brash Brands’ business in India and Brash Brands will represent Tata Elxsi’s portfolio of design services throughout its international offices such as Dubai, Abu Dhabi, Saudi Arabia, Qatar and Singapore. The relationship’s first combined service will be to set up joint operations in Bangalore.
Tata Elxsi, part of the $100 billion Tata Group, is a design company that blends technology, creativity and engineering to help customers transform ideas into world-class products and solutions. Brash Brands is a brand consultancy that helps its clients create and build stronger brands in order to drive growth to their business and jump to the next level.
In conversation with exchange4media, Nick Talbot, Global Design Head, Tata Elxsi and John Brash, Founder & CEO, Brash Brands elaborate on what such an exclusive partnership will entail for both entities as well as their clients...
What is the objective of the strategic partnership between Tata Elxsi and Brash Brands?
The primary objective of this strategic partnership is to provide a one-stop shop solution to clients for design, creativity and consulting services. Both Tata Elxsi and Brash Brand’s core skills will remain, however by combining Tata Elxsi’s competencies in 3D product design, sign systems and manufacturing with Brash Brand’s consulting and graphic design services we can offer clients end to end services. This has manifold benefits for the clients, which will not only help them achieve business growth at a reduced cost, but will also allow us to create new IP for them, which will drive competitive advantage in a cluttered market. Through this strategic partnership, both the companies are committed to offer a set of high quality, focused services that will change the nature of brand consultancy in India and international markets.
What is the manner of competitive edge that the two companies will enjoy as a result of this partnership?
There is no company in India or internationally that can offer all stages of brand management. This partnership between Tata Elxsi and Brash Brands seeks to cater to this market gap. Since both the companies have a global presence and complementary services, the alliance is extremely beneficial as it will allow them to explore each other’s markets and propose a joint offering to clients, which is not only more beneficial for the client, but will also boost the revenue of both companies.
Please elaborate on the plans to set up joint operations in India and the service delivery module.
Through this exclusive partnership, both Tata Elxsi and Brash Brands plan to extend their client base, thus resulting in business growth. Tata Elxsi will build Brash Brands’ business in India, while Brash Brands will represent Tata Elxsi’s portfolio of design and creative services throughout its international offices in Dubai, Abu Dhabi, Saudi Arabia, Qatar and Singapore. The relationship’s first combined service will be to set up joint operations in Bangalore, with a small team from Brash based in the city to address brand development and consultancy services in India, and target product design, signage and way finding markets in the GCC and Asia.
What are the types of businesses that this partnership aims to attract?
The alliance between Tata Elxsi and Brash Brands aims to target businesses across sectors, though the focus will be on real estate, hospitality, including travel, hotels, etc. The companies also aim to expand their offering to target and render services for IT companies as well as the luxury sector.
What are the focus areas for 2013 post the partnership?
The focus areas will continue to remain design and creative services, along with offering consulting and brand management services. Through this collaboration, the companies aim to create wholesome offering for clients that will manage all stages of the brand management cycle. The services offered will include diverse services like portfolio management, new product development, brand ideation, creating value propositions, customer communications using innovative channels, thus helping client businesses grow through various new avenues.