Kreate

Kreate

Mittals, a 30 year old integrated energy company with a turnover of over USD 350 Mn was at an inflection point. With stellar growth in the previous three years and the industry poised to grow exponentially in light of the energy targets post the Paris Climate Accord and striving to meet India’s own push towards internal green energy reliance, Mittal Energy had the right product and project mix, scale and platforms to leap ahead. But to do that, the organization wanted to build new human capital and a re-energized internal ecosytem, an internal brand led by a new management team, new competencies and behavior.

A brand refresh exercise was initiated by looking at the architecture of the business afresh. A reorganization of business lines for a better internal and external understanding of products and service lines and new thinking for brand led innovation and behavior within the organization. The challenge was to align all internal stakeholders and create a powerful and relatable brand which would inspire the net reality – a journey from 3K Cr to 30K Cr.

A collaborative approach

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