Corp Cit­i­zens Want Their Gur­gaon Back

Cos and res­i­dents of high-end prop­er­ties say re­nam­ing will hit Brand Gur­gaon

The Economic Times - - Front Page -

Team ET

New Delhi | Mum­bai | Bengaluru: Take a city called Gu­ru­gram. Con­sider that its high­end res­i­den­tial hubs are called Welling­ton, Oak­wood, Carl­ton, Bel Aire, Labar­num, Beverly Park, Hamil­ton Court. And that it hosts swanky of­fice com­plexes of Coca-Cola, Pep­siCo, Google, Mi­crosoft, In­tel, IBM, SAP, Qual­comm and many other MNCs.

Is there a brand­ing dis­so­nance here? Will Gur­gaon lose some­thing upon be­ing re­named? Yes, say many com­pany heads, com­pa­nies and res­i­dents of high-end prop­er­ties. ET spoke to many firms and ex­ec­u­tives in Gur­gaon; some chose to speak off the record. This strong ar­gu­ment from Saurabh Sri­vas­tava, co-founder, In­dian An­gel Net­work, is rep­re­sen­ta­tive of cor­po­rate high fly­ers’ re­sponse to Gu­ru­gram: “To put it mildly, it’s a silly idea and does not add any value…Who­ever you are at­tempt­ing to im­press with this change will cer­tainly not think of you as smarter peo­ple. Any im­pact it will have on busi­ness or any­thing will be neg­a­tive.”

Aditya Ghosh, pres­i­dent, IndiGo, was as strong in his cri­tique: “It’s a pea-brained idea. It kills the brand that has got built around the world.”

Many se­nior cor­po­rate ex­ec­u­tives termed the re­nam­ing to Gu­ru­gram as “dis­as­trous”

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