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Adani

The Adani Group started in 1988, as a commodity trading firm.

AMBITION

The Adani Group started in 1988, as a commodity trading firm. Today, it has grown to become one of India’s leading business houses, with operations in Australia and Indonesia and ambitious plans for further international expansion. Until recently, the Group has described itself as a ‘business behemoth’, with a wide variety of operations. Wolff Olins’ research revealed that beyond a small group of customers who knew the Group well, there was either ignorance or misunderstanding of who the Adani Group is, how it has grown and what it does. The situation internally was better, but most employees understood only the part of the Group in which they worked.

ACTION

Wolff Olins’ brief was to develop a new corporate brochure and website. But the first step was to make a bewilderingly complex group easily comprehensible. Wolff Olins clustered the bulk of the Group’s activities under three headings: ‘resources’ comprises coal mines & trading (and in the future it will also include oil and gas as well as coal); ‘logistics’ denotes a large network of ports, Special Economic Zone (SEZ) and multi-modal logistics- railways and shops; ‘energy’ involves power generation & transmission and gas distribution. Adani is unique amongst both Indian and international groups in operating across this entire span of activities. More importantly, the potential for integration across the three clusters offers Adani and its customers unrivalled advantages in terms of cost and mitigation of risk. The importance of this integrated model becomes clear when Adani is seen in the context of India’s economic development. The engine of the economy has been, and will continue to be, the growth of the middle class, whose insatiable demand is placing great strain on the nation’s infrastructure, its ports, transport and power supply. A demand the government could not meet without the private sector support. The growth potential is huge not just in India but in many other emerging markets. The volume of activity across Adani’s operation will grow anything from four to tenfold in the next decade.

IMPACT

Adani is unique amongst both Indian and international groups in operating across this entire span of activities. Therefore the potential for integration across the three clusters offers Adani and its customers unrivalled advantages in terms of cost and mitigation of risk. The importance of the model also becomes clear when Adani is seen in the context of India’s economic development. The new brochure and website tell the story of integration and economic development. The logic behind the new brand is encapsulated in the phrase ‘Thinking big. Doing better’. This phrase explains the spirit in which the Group works. Adani also chose to adopt a new visual expression to symbolise ‘One vision. One Adani’. The new brand launched on 23rd February 2012.