Aditya Birla Group's New Unified Positioning Is 'People' First

Amid the several big developments at the Aditya Birla Group, with expansion into new categories and sharpening its growth agenda, the company has revisited its positioning. Unlike the earlier versions, in this new statement, Aditya Birla Group is reminding the role it plays for consumers and society at large.

Dubbed ‘A Force For Good’, the positioning aims to showcase the company’s vision for a world where businesses, institutions and people become catalysts for positive change, and where prosperity, social welfare and environmental responsibility go hand-in-hand.

As the company looks ahead to its next phase of growth, it looks to further enhance its role as a force for good. This includes fostering inclusive growth, empowering communities and minimising its environmental impact—values that are deeply embedded in the group’s legacy.

In a statement from the company’s chairman, the Aditya Birla Group reflects on the vision of its founding fathers, who saw business as a tool for positive change. The chairman emphasised that this philosophy has remained constant throughout the group's evolution, as the company expanded its global footprint and diversified its portfolio.

“Our first positioning line, ‘Taking India to the World’, symbolised our early ambition to be a global force,” the chairman remarked, adding, “As we grew, we sharpened our B2C (business to consumer) focus alongside our strong B2B (business to business) presence, encapsulated in our next campaign, ‘Big in your Life’. This demonstrated the tangible impact we have on people’s lives—from the fabrics they wear to the cement in their homes, to the financial services securing their future.”

‘Taking India to the World’ was the first time Aditya Birla Group launched a unified company positioning. This was done in the early 2000s. The new positioning came into play in 2016. With the pace of change at the company and the industries at large, the latest positioning has come into play within eight years as Aditya Birla Group enters its next growth phase.

The chairman reiterated that this purpose-driven growth will allow the group to accelerate its impact on a global scale.