Future Group & Reliance ADAG Brace for the 'Big' Fight

Details

Case Code : CLMM077
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 03 Pages
Price : Rs. 100

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Key words:

Trademark, brand recall, umbrella brand. Reliance Anil Dhirubhai Ambani Group, Reliance, ADAG, Reliance Big Bazar, Big Bazaar, Future Group, Kishore Biyani. Retail, hypermarket, entertainment Reliance Big Entertainment, Big FM, Big Flicks, Big Music, Big Video

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Abstract:

Reliance Anil Dhirubhai Ambani Group (Reliance ADAG) move to register Reliance Big Bazar with India trademark authority met with stiff resistance from Future Group, Kishore Biyani (Biyani). Biyani had been running a hypermarket chain with the name Big Bazaar since 2001 and viewed the move by Reliance ADAG to get the Reliance Big Bazar name registered as an attempt by the company to leverage on the high brand recall of Big Bazaar that had been created over the years by the Future Group.

Introduction In 2006, Reliance Anil Dhirubhai Ambani Group (Reliance ADAG) sought to register the name 'Reliance Big Bazar' with India's trademark authority. As soon as the move became public, it was met with stiff opposition from the CEO of the Future Group, Kishore Biyani (Biyani). Biyani, considered by many as India's 'King of Retail', was credited with being at the forefront of the Indian retail revolution through the creation of successful retail formats such as Big Bazaar, Pantaloon, Food Bazaar, etc. The bone of contention between the two companies was the 'Big Bazar' name. The Future Group's flagship retail chain was also known as Big Bazaar and Biyani was not amused at Reliance ADAG's move to get the name registered.

The Anil Ambani led Reliance ADAG, which ran its entertainment business under the banner Reliance Big Entertainment Pvt Ltd. (RBEPL), used the name 'Big' for its various entertainment and media channels - Big FM, Big Flicks, Big Music, and Big Video...

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