Crompton Greaves Caught In A Logo Tangle

A public notice a few days ago in a leading English newspaper by Crompton Greaves Consumer Electronics has set tongues wagging. The notice obviously is intended to put at rest confusion over the identity of the owner of a particular logo. Asserting that the company “only uses the logo/house mark Crompton as part of its corporate identity and business,” the company made it clear that it “has got no association, connection, reference or affiliation with CG logo or the company which owns the logo”. “Crompton does not associate with any of the products being sold or marketed bearing the aforesaid CG logo or warranty claims/liabilities which arise out of such incorrect association,” it further said, warning the general public, trade and others.  A trip down memory lane will put the whole issue in perspective. In 2017, the Crompton Greaves Ltd name was changed to CG Power Industrial Solutions Ltd. The products of CG Power had been marketed under the CG logo, while the consumer products under the erstwhile B2C segment of the company were marketed as “Crompton’ or “Crompton Greaves”. Pursuant to the demerger of the consumer business into a separate entity, namely, Crompton Greaves Consumer Electricals Ltd (CGCEL), CG Power and CGCEL had agreed to transfer the trademarks associated with the consumer products business — “Crompton” and “Crompton Greaves” — to CGCEL and, consequently, discontinue the use of trademark “Crompton” and “Crompton Greaves” in the corporate name of CG Power. In 2020, Murugappa Group-led Tube Investments of India Ltd picked 56% stake in CG Power for around Rs 700 crore. CG Power under the Tube Investment has been a stellar turnaround story. With CG Power and CG brand hogging headlines, Crompton Greaves is caught in a huge discomfort.  Not surprisingly, it has prompted Crompton Greaves to promote its original Crompton brand. Logos can also have an unsettling power, it appears. (By Special Arrangement With Industrial Economist)