Conran Design Mumbai helps rebrand Adani Capital and Home Finance as Tyger Capital/Home Finance | Marketing | Campaign India

Conran Design Mumbai has executed the rebranding effort of Adani Capital and Adani Housing Finance to Tyger Capital and Tyger Home Finance.  As a part of the rebranding mandate, the Havas-owned agency was responsible for brand strategy, naming, brand identity creation and activation across all touchpoints.

Conran Design Mumbai’s mandate was to come up with a new brand that highlighted the company’s customer-centricity, agility, and digital capabilities. Reflecting on the rebranding process, Gaurav Gupta, founder, chief executive office and managing director of Tyger Capital said, “Conran Design Mumbai approached the rebrand of Tyger Capital and Home Finance with bold thinking and agility, embodying a true ‘one team’ spirit. This collaborative effort has resulted in a new brand purpose that transcends mere transactions, powerfully reflected in the name and identity.”

Geet Nazir, managing director of Conran Design Mumbai, said, “It is rewarding to see the role design can play in bringing a larger vision of financial inclusion to life. Working alongside Gaurav and his wonderful team, who trusted us to realise their ambition to uplift and empower the nation, has been an incredible journey.”

Founded in 2017, Tyger Capital provides customised financial solution to micro-entrepreneurs in semi-urban and rural areas. It has built a consolidated assets under management of over INR 5000 crore, a network spanning more than 185 branches across nine states, and a team of over 3000 professionals.

This includes its subsidiary, Tyger Home Finance, which was launched in 2018 to enable its customers to own their first home. It operates in six states across 85 branches. Tyger Capital and Tyger Home Finance claim to have jointly supported over 1,25,000 microentrepreneurs and first-time homeowners in the country.

As a newly introduced non-banking finance company (NBFC) brand, Tyger Capital/Home Finance targets the underserved tier 2 to tier 5 audience of budding entrepreneurs and first-time homeowners who seek credible, quick, and hassle-free loan approvals. The company is eager to double its loan portfolio to INR 100 billion ($1.2 billion) across its small business, farm equipment and commercial vehicle sectors, as it preps for a public listing in the next fiscal year.

The company’s brand promise is anchored on flexibility, speed, and transparency, with a core belief in providing a platform for customers to fulfil their dreams. These attributes are embodied in its title, ‘Tyger Capital/Home Finance.’

The brand identity captures the essence of speed, motion and protection, supported by a valiant spirit represented through dynamic green and trustworthy blue. The deliberate articulation in the ‘R’ of Tyger’s logo nods to the financial sector with a rupee symbol, while the two horizontal lines and forward arrow in the visual mark convey speed and agility.

The logo shape creates a striking visual world, featuring devices like ‘The Window’, which provides a glimpse into the world of Tyger, and ‘The Spotlight’ to highlight entrepreneurial stories it supports. The rebranding initiative also included the creation of a suite of well-designed templates, a launch film, and robust brand guidelines to ensure consistency and brand amplification.

Last July, Bain Capital announced its agreement to acquire a 90% stake in Adani Capital and Adani Housing. This deal saw the US-based investment firm taking over the Adani family’s private investments in the company, with the goal of establishing Adani Capital as an independent entity to further its lending activities.

This investment by Bain followed a trend of international interest in the Adani Group, with GQG Partners also increased its stake in Gautam Adani’s conglomerate by approximately 10% in May 2023. Despite the takeover, Gupta maintains a 10% stake in the company. “With Bain committing INR 1,000 crore to the company, we are now poised to quadruple our growth from this point,” he stated in a press statement, last year.

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