MAM
Eureka Forbes comes up with a new brand identity
NEW DELHI: After three decades of operations, Eureka Forbes Ltd has unveiled a new brand positioning. A new vision, mission and logo have been introduced to take forward the brand’s philosophy of ‘friends for life’.
‘A healthy world. A protected you. A happy us, revisited for the changing times’ is the new vision statement, which spells trust, authenticity and health.
In pursuit of thriving in challenging times and leaving behind footprints of a positive difference is the inspiration behind this new identity. This spirit has resulted in a symbol, which is the combination of ‘POSitive’ and ‘SYMBOL’. Posibol is a symbol of moving forward and upward with the focus on being ready for tomorrow. Posibol signifies building a new world of Eureka Forbes, a place made especially for the customers, partners and society. The Posibol sign embedded in the logo signifies a new world made for customers, partners and society – one that leaves a positive footprint.
The world is ever-changing and dynamic and for an organisation to stay with the current times, it must keep adapting to constantly improve. Eureka Forbes’ resolution to provide health and hygiene to its customers through the most advanced products is sustained and the new identity sings the same tune. For the three plus decades of its existence, Eureka Forbes has not only promised but also practised its claim of being ‘friends for life’ to their huge customer base.
Eureka Forbes houses a huge family of brands, one of which is Aquaguard – A name which has found its own little place in almost every kitchen of India. Aquaguard has become eponymous to the water purifier category making the brand one of the market leaders in the water purifiers industry today. The new Aquaguard logo is designed with the focus of strengthening this association with water by having a droplet in the logo.
Eureka Forbes CEO & MD Marzin Shroff said, “Our focus continues to be the health of consumers with a commitment to filling a need gap in their lives. With the new brand identity, we aim to move forward and upward by being curious, empowered and resilient. We are thrilled to embark on this new journey and to make industry benchmarks that are meaningful and innovative.”
The brand recently introduced Ayur, a first-of-its-kind water purifier that dispenses water infused with the goodness of seven Ayurvedic herbs and spices. Upcoming product launches include a unique vacuum cleaner, the Forbes Robo Vac and Mop, coupled with a cordless vacuum cleaner and the Forbes DiWa – a surface disinfectant generator.
There will be two consumer-facing brands across categories of cleaning, air, health conditioners, security systems – Aquaguard and Forbes. Brands like Euroclean, Forbes Vacuum Cleaners, Dr Aeroguard, Aeroguard, Forbes Health Conditioners, Eurovigil, Eurosecure are now part of the Forbes brand. The rest will be clubbed under the Aquaguard brand.
Brands
YES Bank hands the keys to SBI veteran Vinay Tonse as it bets on a new era
Former SBI managing director appointed as YES Bank’s new MD and CEO
MUMBAI: YES Bank is done rebuilding. Now it wants to grow. The private sector lender has appointed Vinay Muralidhar Tonse as managing director and chief executive officer-designate, with RBI approval secured and a start date of April 6, 2026 confirmed. The three-year term signals the bank’s intent to shift gears from crisis recovery to full-throttle expansion.
Tonse, 60, is no stranger to scale. Most recently managing director at State Bank of India, he oversaw a retail book of roughly $800bn in deposits and advances, one of the largest in the country. Before that, he ran SBI Mutual Fund from August 2020 to December 2022, a stint that saw assets under management surge from Rs 4.32 lakh crore to Rs 7.32 lakh crore across market cycles. Add stints in Singapore and four years leading SBI’s overseas operations in Osaka, and the incoming chief arrives with a genuinely global CV.
His academic grounding is equally solid: a commerce degree from St Joseph’s College of Commerce, Bengaluru, and a master’s in commerce from Bangalore University.
The appointment follows an extensive search and evaluation process by the bank’s Nomination and Remuneration Committee. NRC chairperson Nandita Gurjar said the committee unanimously backed Tonse, citing his leadership track record, governance credentials and ability to drive the bank’s next phase of transformation.
Non-executive chairman Rama Subramaniam Gandhi was unequivocal. “I am certain that Vinay Tonse, with his vast experience as a senior banker, will propel YES Bank to its next phase of growth,” Gandhi said, adding that the bank remains focused on strengthening its retail and corporate banking franchises and expanding its branch network.
Rajeev Kannan, non-executive director and senior executive at Sumitomo Mitsui Banking Corporation, the bank’s largest shareholder, said Tonse’s experience across retail, corporate banking, global markets and asset management positioned him well to lead the lender. SMBC said it looks forward to working with Tonse and the board as YES Bank pursues its ambition of becoming a top-tier private sector lender anchored in strong governance and sustainable growth.
Tonse succeeds Prashant Kumar, who took the helm in March 2020 when YES Bank was in freefall following a severe financial crisis, and spent six years painstakingly stabilising the institution, rebuilding governance and restoring operational scale. Gandhi was generous: “The bank remains indebted to Prashant Kumar, who is responsible for much of what a strong financial powerhouse YES Bank is today.”
Tonse, for his part, struck a purposeful note. “Together with the board and my colleagues, I remain deeply committed to creating long-term value for all our stakeholders,” he said, pledging to build on Kumar’s foundation guided by his personal motto: Make A Difference.
Beyond the balance sheet, Tonse played cricket at college and club level and represented Karnataka in archery at the national championships — sports he credits with teaching him teamwork, situational leadership, discipline and focus. In quieter moments, he reaches for retro Kannada music, classic Hindi songs, and the crooning of Engelbert Humperdinck, Mukesh and Kishore Kumar.
YES Bank has its steady-handed rebuilder in Kumar to thank for survival. Now it has a scale-obsessed growth banker at the wheel. The next chapter starts April 6.
