ABND

ABND is a brand consultancy in Mumbai that works on strategy, visual design and internal culture. It is organised into four practice areas, each run as its own unit with a specialist team, and it treats branding as a way to solve business problems.

What ABND offers

• B2B branding — strategy, new brands and rebrands for manufacturers, engineering firms and distributor-led businesses, including around mergers, acquisitions, public offerings and repositioning.
• Consumer brands — building B2C brands and new product lines, often for traditional B2B makers moving into retail, and for global firms entering India.
• Education branding — advisory and communication strategy for schools, EdTech firms and learning units through its Edunoia arm.
• Culture-building — work on company culture as part of the brand.
• Workshops and models — structured brand workshops run with clients.

Who it works with

Its case studies include rebranding a century-old manufacturer after a reverse acquisition, a children's nutraceutical brand, an NGO supporting girls and a medical disposables company.

Key facts

• Based in: Mumbai, India
• Education arm: Edunoia, set up in 2020