Crompton Greaves adopts a fresh approach

Crompton Greaves has shifted gears and in a bid to reposition itself as a stronger global player, the electric equipment maker has adopted a new corporate log. The new logo has been designed by brand and communication specialists Chlorophyll. The idea behind the logo was to convey company's traits of being passionate, responsive, down-to-earth and trustworthy.

Crompton Greaves has always, till now, made the foreign business units stand separate and have individual brand names. Through this exercise of repositioning, all the processes, systems and technologies across all the business outfits are going to be integrated to mark the beginning of change.

Crompton Greaves, a part of US $3 billion Avantha Group, has been working towards swelling its global presence. The company acquired Pauwels in 2005 and went on to buy Ganz in 2006 and Microsol in 2007. Through these three purchases, the company has established presence in Belgium, Ireland, USA, Canada, Indonesia, Hungary and UK. Crompton Greaves also acquired French firm Sonomatra and US-based MSE hence helping the company expand its penetration even further.