Ashok Leyland re-branding itself; may become Hinduja Leyland

Hinduja Group company Ashok Leyland is in the process of going through a major branding exercise, which will include a change in its logo, name as well as category segmentation.

According to a report, the company may be re-branded as Hinduja Leyland. The move is part of the larger Hinduja Group corporate branding exercise that is under way.

According to The Times of India, London-based firm Wolff Olins is working on the re-branding and category segmentation for Ashok Leyland.

When contacted by ToI, a company spokesperson sent an email reply saying, "There is a brand exercise afoot but at present the project is at too nascent a stage to offer any comments."

Ashok Leyland is segmenting and branding the different product categories it will house after its tie-up with Nissan and other global alliances.

According to the report, a source said Ashok Leyland will get a new identity as part of the group re-branding exercise which will give all companies in the Hinduja Group a common brand profile and will result in Ashok Leyland being rechristened Hinduja Leyland.