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,...