The Journey: Metamorphosis

With a history of over 110 years behind it, Godrej has stood the test of time. Not only has Brand Godrej survived, but through expansions, extensions and innovations, has remained relevant through the generations.

Beginning its journey as a security equipment and soaps company, the Godrej Group has today diversified into a variety of consumer goods and services sectors. Its entry into new businesses has been on the back of the sturdy and trusted Godrej brand.

Brand Godrej was re-launched in 2008 in order to communicate the new brand positioning and identity. The process of having a coherent portfolio under one Godrej was initiated. This was accomplished through the launch campaign - ‘Good Morning Wall’, which successfully delivered the first step towards changing the perspective of millions of Indians towards Godrej. This was the first time that the Godrej master-brand was communicating with its consumers above the margins of its category portfolio.

Good Morning Wall Campaign

Godrej worked relentlessly towards evolving beyond its traditional brand value of trust towards new vistas of Brighter Living comprising of 4 core values of Progression, Expression,Experience and Empathy.

The Re-Launch Teaser

Godrej has always believed in going beyond tag lines to imbuing all its communication endeavours with a unique ethos and essence. The essence that guides us has always been Brighter Living, though it has manifested itself in a myriad different ways depending on the communication vehicle used. Hence our taglines: ‘Enjoy a brighter Godrej’ or ‘Khelo, Jeeto, Jiyo’ or even ‘Explore, Experience, Enjoy’ carry the same essence.

Since the re-launch in 2008, all communication done has worked towards strengthening the brands’ ‘Brighter living’ philosophy. After launching Godrej’s new identity during IPL 2008, the next step was to strengthen and communicate its technological and innovation edge. Godrej has continuously innovated in technology. The best proof of this is in their mastery of Aerospace Technology, where Godrej is one of the best placed Indian companies. Godrej is a mission critical partner to ISRO for India’s space programme. This mastery has led to technology innovation and upgradation across many categories that Godrej is present in.

Godrej Aerospace Launch Film

New Godrej Aerospace Ad

From the Storewell days, when it used to be given to every girl as part of her wedding gifts to the new innovative Eon Technology Range of products - Godrej has been able to connect with the GenY as a highly creative and consumer-sensitive brand of India.

Symbiosis of Industry and Nature

Environment protection: Soonabai Pirojsha Godrej Marine Ecology Center

The Western bank of the Thane Creek is the single largest mangrove belt in Mumbai. A substantial tract of mangrove land is adjoining the Godrej & Boyce township, Pirojshanagar, in Vikhroli a suburb of Mumbai. 

Vast area under mangroves has been conserved by Soonabai Pirojsha Godrej Marine Ecology Center. Well diversified and well protected, these are the last- quality mangroves in the city. The vast expanse of these mangroves serve as a second lung of the city only after the Sanjay Gandhi National Park which is under immense environmental pressures.

The mangrove flora of Pirojshanagar is well diversified. There are 16 species of mangroves and mangrove associates. The faunal composition in the area is also equally diverse. Apart from 206 species of birds, 30 species of reptiles, 13 species of crabs, 7 species of prawns and 20 species of fish have been identified so far in the area. Mammals like jackals and mongoose also were sited many a times. This wetland acts as an important stopover for over hundred species of migratory birds including magnificent flamingos, gulls, terns, avocets & curlews.

The vast tract of unique Mangrove forests conserved and protected by Godrej in Vikhroli demonstrates how industry and nature could well exist in harmony with each other. The SPG Marine Ecology Center has taken several measures to protect these mangroves as a part of environmental and social responsibility. 

One of the major objectives of the center is conservation of the marine diversity (mangrove ecosystem) through research, education/awareness building and regular monitoring. Simultaneously, center is engaged in the propagation of various species of Mangroves, developing theme parks on medicinal plants and rare endemic plant species, palms amongst others.

Conservation Activities by SP Godrej Marine Ecology Centre

Some of the programs undertaken are:

• Regular monitoring/ patrolling in creek side mangrove area conserved by SPG Marine Ecology Center to check possible destruction of existing mangroves and protecting rare species of mangroves
• Ecological restoration of degraded mangroves by raising nurseries and replenishing degraded mangrove areas through artificial regeneration in different areas
• Establishment of Mangrove Interpretation Centre: Dissemination of the information regarding the importance of mangrove conservation through film/slide shows, seminars, nature trails/camps, poster exhibitions etc.

The winner of the BNHS Green Governance Award: 2005 for the Category–Conservation & Restoration of Habitat. 

Mr. Jamshyd Godrej received the award on behalf of Godrej & Boyce Mfg. Co. Ltd., from the hands of the honorable Prime Minister of India Dr. Manmohan Singh for their Conservation and Restoration of Habitat project, for its commitment to the global community to protect the mangroves and promote their conservation through extensive environmental education campaign.

The Mangrove Conservation Project and its efforts is a pioneering endeavor in front of the Corporate Environmental Responsibility, which is in its fledgling state in the country shattering the popular myth that Industries are anti-environment.

The DNA of Social Consciousness: Part 3

Long Term Employment for the Visually Disabled

The activity of hardware packet making for chairs has been outsourced to National Association for Disabled Enterprises (NADE) for the last several years. The objective of this decision was to ensure continued occupation for the visually disabled. The activity began way back in 1996-97, where approximately 8,000 to 10,000 hardware packets of 30 different kinds every month were made by them.

This activity continues till date, with the scope increasing to 40,000 packets of 200 kinds. The type of hardware components has also increased from 20 components then to 75 components now, with the change in business scenario and customer requirements. In a span of about ten years, we got approximately 3 million hardware packets from NADE.

What is amazing is that the defects due to wrong packing was observed to be less then 2000 PPM, which is really a commendable performance by the people working on it.

The activity has also helped us learn that when a process is fool proofed and there is a level of dedication towards it, the output can be excellent.

The DNA of Social Consciousness: Part 2

Godrej Memorial Hospital - Striving to Strike the Right Balance

The Godrej Hospital (GMH) was set up by Godrej 

Memorial Trust. The objective of the hospital was to 

create a balance between the philanthropic hospital 

in the city and the private hospitals. For the same 

purpose, an alternate business model was created 

which would have high quality healthcare services at 

an affordable cost in a rational and ethical manner. 

The hospital has in fact managed to implement 

this unique business model which is inspired by 

the concept of Sustainable Philanthropy. This model 

was adopted with a belief that a wholly philanthropic 

model would not be sustainable and would grow only 

in a very limited sense.

To make healthcare available at affordable prices, the OPD is divided into three types:

• OPD for poor 
  patients where the patients are charged only Rs10 
  per consultation
• Concessional OPD where Rs 
  150 is charged for 
  general 
  specialty
• And Rs 200 for 
  superior specialty consultations

The patients can see 

the doctor for the same ailment free for another nine 

days after the first visit and then 50 percent as follow 

up charges from the 10th to the 30th day. The hospital 

also takes pride in being one of the only hospitals in 

the city that does not insist on any advance payment.

Godrej Memorial Hospital (GMH) has been awarded the NABH accreditation (accreditation assures ‘Quality of Care & Patient Safety’ in accredited Hospitals), w.e.f. 1st July 2009.

GMH in News: Mumbai's 1st Private Hospital with Multiplace HBOT and Diving Medicine Mumbai, July 20, 2010/ 

Godrej Memorial Hospital confers the unique life & limb saving — Multiplace Hyperbaric Oxygen Treatment Center (HBOT) department. “Godrej Memorial Hospital” is the first private hospital in Mumbai to set up a Multiplace chamber facility to provide patients with Hyperbaric Oxygen, at its newly commissioned Department of Hyperbaric Medicine. Read More..

The DNA of Social Consciousness: Part 1

“Godrej has always believed in giving back to nature and society. The founders of Godrej had a highly developed consciousness which drove them to undertake socially relevant initiatives in housing, education, primary health, family planning, skill building, environment conservation and protection etc. These ideals are followed even today. Our purpose at Godrej is to make life better and brighter for all beings” - Anil G Verma (Executive Director)

The founders of Godrej over a period of time, have undertaken different initiatives in different areas, which today can be said to be falling under ‘Corporate Social Responsibility’. Yet the one common theme running across the initiatives is making human life better in its totality.

Udayachal Schools: Providing quality care and education

Udayachal, the school run by the Godrej group of companies, surrounded by gulmohars, copper pods, green lawns and cooing birds, symbolizes the schools’ ideal - to help students from even the humblest origins to rise to the heights of a fulfilled life.

Education here focuses on total personality development of the child, which is enhanced and strengthened through joyful learning. This takes into account the physical, socio-emotional, aesthetic, spiritual and mental growth, rather than merely academic progress.

Gradually the school grew into a 3 medium (Gujarati, Marathi and English), 3000 students strong centre of pre-primary, primary and secondary learning.  

Currently, Udayachal School, caters to children other than those of employees. This change was brought in, when the Chairman and Managing Director of the Company gave in to repeated requests from local residents who also wanted their children to get the quality education. This promotes interaction amongst children of different castes, religions and socio-economic milieu. Udayachal School is also an ISO-14001 certified institution, which goes to show that environmental issues are held dear here.

Brighter Living: Experience

The last ingredient that completes the brighter way of Life - EXPERIENCE

We try to transform every ordinary moment into an extra-ordinary experience. We owe it to our customers to be nothing short of spectacular. Every word we tell them is backed by the right conviction, and every action is conveyed thru' Intelligence and Consideration.

We try to make the interaction with our customers the best takeaway of the brand. It's like making them the best pav-bhaji, so that when they go back and think of it, their mouth will water from the experience of having eaten it.

We try to create a Love affair with our customers.
Brighter Living is all about enriching the quality of life for our customers. 
Giving them a WOW moment with every product.  

Brighter Living: Empathy

Make Time To Connect

What makes Bollywood film a raging success when screen in in Russia? 

Why do we weep when we listen to an Italian Opera?

Because our feelings are a shared universal code - uniting us across cultures and languages.

At Godrej, we like to Feel for our customers. Know their thoughts. Understand how a product is part of their world. 

Hair Color Dye might help a prematurely greying man get a hot date. The temperature control panel on an AC could rescue a marriage. A safe doesn't simply store valuables; it also secures what is invaluable - like your son's first crayon drawing; And the little green glass bangle your mother gave you on your 14th birthday. 

When we speak to our customers, we try to read between the lines. 

Get into their shoes. And think from their heart. 

At Godrej, we're delighted to tell our customers that we keep our ears peeled. We want to keep listening to our customers and create small and big hooks that make them love us.

Expressing the Craziness

Expression is like Bathroom Singing - We all do it our way.
Over the years, we came across some really interesting stories of how our products were being utilized in ways beyond our limited imagination. To quote a few:

• We found Godrej Washing Machines churning out Lassi on the highways in Punjab
• Our Hair Dyes were being applied on Buffaloes; the darker the buffalo, the higher its price. 
• Our Mosquito mats were tossed in the fire to send our powerful fumes to keep pests at bay.

Our products sere an entirely different and unexpected purpose than what they are made for. Not that we're against being astounded. We're just tickled that our customers think more creatively than we do. So we're keen to step up the plate and anticipate the unanticipated. 


The possibilities of humanity will never cease to amaze you. Just keep your imagination on its toes. Keep Wondering. Keep Expressing.

Brighter Living: Expression

The second most important ingredient in the recipe for Better & Brighter Living. - EXPRESSION.

We identify with the idea of Expression. Only if you express yourself freely and allow others to express themselves freely, can you progress, be empathetic or deliver a brighter living experience. Without expression, there's Nothing.

Show The World Who You Are

 Love: (verb) - To have a crush on. To take a shine to. To go Fidaaa over. Luttoo ho jana.

We inspire Love, and always try to find out if Our customers are in love with our Brand? Do their eyes light up with pride when they speak of our creations? Do we hear the josh in their voices when they step in our stores? 

The best publicity is a Happy Customer, and the easiest way to strengthen a brand is to solidify unstinting loyalty. 

Word of Mouth speaks louder than an hour of promotion on prime time TV. A customer's satisfied smile is stronger than any billboard hoarding money can buy. 

Excellence needs no Advertising. 

Progressing To a Bigger Future

Not only are we getting better, we're getting Bigger!!
You think of Godrej as such an integral part of India - like Bhangra - Lassi or Kurta - Pyjama - that you might not know that over 20% of our business is done overseas. We are taking on the world, but as is Godrej's forte - we're doing it without too much of a Tamasha.
If weren't blushing right now, we would tell our customers that our presence in over 60 countries means that they are at home with Godrej no matter wherever they go.

Nothing should stop us - not even failure. 

Make mistakes - just don't repeat them.

Without darkness, there can be no light.

Dream. Think Aloud.

Recipe for a Brighter Living

Brighter Living

Progression - Lead the way and Shine

Progression leads to individual ownership. It makes your attitude positive, improves your standard of living and accelerates your thought process. 

When we better ourselves, we better our country.

- Team Precision Systems

We are working days, nights and the afternoons to give our customers their every rupee's worth. we think like mavericks. We constantly innovate. We want our customers to say, Waah Boss - Maan gaye!!

The race for the future is not for the faint hearted, so step up or step out.

Challenge Prejudice | Confront Convention | Evolve Always

The only way in life is Forward. So pull yourselves by the bootstrap and gallop ahead.

Tomorrow is Yours. Own it Today. 

Brighter Living

The vision of our Brand

Godrej is not what 'we' say it is. It is what our customers believe it is. You can't buy reputation. You have to earn it. We are a lil' chuffed to say that we don't see many companies that have been around for as long as we have - and continue enjoying a franchise as large as we do. But success should not make us complacent. 

Brighter Living rejoices in the light of Life.

Brighter Living is our determination to dazzle our customers with original products and incomparable services.

Brighter Living fuels up our faith in a fantastic future.

Everyone of us at Godrej is a champion of Brighter Living. Because what's good today for our customers will ultimately be great for us. Nothing delights us more than a delighted customer. So we'll always go the extra mile because we know that what goes around, comes around.

Everyday we endeavor to send out brightness. And we know it will come right back.