MAM
Identity Counsel creates the new Tata Indicom identity
MUMBAI: Telecom firm Tata Indicom has appointed Identity Counsel, Singapore, to create its identity to give it the image of an innovative multifaceted communication company.
Tata Indicom VP and head – brand marketing Abdul Khan says that the new logo represents the company’s commitment to opening up new and infinite ways of communicating, in order to find solutions that address the young Indian consumer’s present and future communication needs.
The new identity designed by Gayatri Gopaldas of Identity Counsel, Singapore consists of a symbol which signifies a ‘Thought Bubble’. This represents Tata Indicom’s constant attention given to every customer need, dream or want in arriving at a simple solution to meet every expectation.
Khan says, “We chose Identity Counsel because they understandd where we as a company stood and where we planned to take it. As soon as the creative was presented we knew we had a hit. The symbol truly visualises our understanding of our customers needs and dreams and our promise to fulfill them”.
The Tata name has always been equated with trust therefore the blue, while the symbol through its simple form and yellow and cyan colours represent the human needs of constant excitement and imagining new possibilities.
Gopaldas who co-founded Identity Counsel says that the focus of the identity is purely on the fact that Tata Indicom is walking the talk of offering innovative products and solutions to its customers simply because the company thinks two steps ahead. The idea for the symbol had to be simple, engaging, inspiring, approachable and authentic to the Tata Indicom brand.
“The symbol along with the Tata Indicom logotype had to federate the diverse service and retail brands in their national portfolio. Power applications such as retail facades, public telephone booths, phone cards, print collateral, uniforms and vehicles are also being developed.”
Since the launch of the new identity and the new advertising campaign created by McCann Erickson, Tata Indicom has crossed the four million subscriber mark and has emerged to be a force to reckon with.
Gayatri Gopaldas is a specialist in corporate and brand identity development. Her clients include some of India’s leading companies, Mahindra and Mahindra, Dr.Reddy’s, Asian Paints, Onida, Titan, and Tata Indicom. Gayatri co-founded Identity Counsel, four years ago.
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
