How marketing developed a new brand for Aditya Birla Group

This event report outlines how Aditya Birla Group, the conglomerate, built its Liva apparel brand based on marketing insights.

Over the last 20 years, revenue at the Aditya Birla Group (ABG) has grown from $2 billion to $41 billion. With that growth, the multinational, Mumbai-based conglomerate – with a slate of product offerings running from non-ferrous metals, agri-business, mining and cement to financial services, fashion, and telecoms – has adjusted the way it goes to market in 40 countries.

For ABG's marketers, the question, "What next?" is a constant reminder of the consequences of success. More and more, division by division, its markets increasingly were becoming more demand-driven and less supply-led. The challenge no longer was to simply move...

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