Corp Citizens Want Their Gurgaon Back
Cos and residents of high-end properties say renaming will hit Brand Gurgaon
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”