MAM
B2B brands should marry every possible media: Thukral
MUMBAI: Today, brand positioning and brand marketing for a corporate is so critical that one has to be on his foot all the times. Essar Group president- corporate branding and strategic initiatives Shivnath Thukral said at World Brand Congress (WBC).
He said, “One should know everything in Business to Business (B2B) brands. Informed citizens are partners in the evolution and transition of a corporate. Today, everyone who hears about me is my stakeholder. So, the whole world is my stakeholder and I have a responsibility towards them.”
“For B2B, one has to embrace technology in marketing the brand and surround customers in 360 degree communication. Also use technology and show that with the use of technology we can reach out to the customers wherever they want us to be. Technology enables us to be ahead of time and break the clutter both internally and externally,” Thukral added.
Talking about brand new corporate, Thukral said, “If you look at the new age informational architecture, that is how your corporate brand has to be. There is no margin for error. You are being watched and heard all the time. Your reputation is what matters a lot as if something goes wrong nobody is spared here.”
“B2B brands should be associated with an attributes like nation building, pride, fairness, transparency, responsibility, credibility and humility. If they achieve these using technologies, they are on the right path,” Thukral added.
Thukral feels that brands should marry every form of media because the outcome is intangible and very important for B2B companies.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
