Brands
Aashirvaad Organic says ‘Sach Much Organic’
Mumbai: Aashirvaad Organic, a leading and trusted household name in staples, introduced its new brand proposition that redefines the landscape of its organic offerings – Sach Much Organic. This proposition resonates with Aashirvaad’s unwavering dedication to delivering purity, transparency, and 100 per cent organic products of great quality to discerning consumers.
In a world where the term ‘organic’ often remains shrouded in ambiguity, Aashirvaad takes a bold step to uphold its pledge of ‘100% Aashirvaad, 100% Organic’. At the heart of Sach Much Organic lies a revolutionary innovation that empowers consumers – a unique QR code on each product’s packaging that enables consumers to trace their chosen product’s journey from the farm to their homes. Thus, educating and creating awareness among consumers about the source and journey of their food. A pioneering feature setting new industry standards, and empowering consumers to make choices that align with their well-being and values.
Additionally, the range from Aashirvaad Organic includes a portfolio of attas and dals –that carry prestigious certifications from the United States Department of Agriculture (USDA) as per the National Organic Program of the United States and from INDOCERT as per the National Programme for Organic Production of India, affirming to consumers that they meet organic standards. Each of the products goes through rigorous testing for 217 pesticides, setting a new standard for purity and quality in the industry.
ITC Ltd COO, staples & adjacencies Anuj Rustagi remarked, “At ITC, we are dedicated to driving transformative change that positively impacts society. For decades, Aashirvaad has graced countless households with premium and quality offerings. Through ‘Sach Much Organic’, the brand is not only setting new benchmarks but also building awareness about the true essence of organic goodness. With a mission to educate consumers about the benefits of choosing organic, Aashirvaad Organic is poised to inspire trust – one ‘Sach Much Organic’ product at a time. Aashirvaad’s Organic Range represents our dedication to creating a better future, where consumers connect with products.”
Complementing this proposition, Aashirvaad has launched two new protein-rich organic offerings: Organic Rajma and Organic Kabuli Chana. These additions to the range exemplify Aashirvaad’s dedication to redefining the realm of organic goodness.
Brands
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
