Birla Lifestyle discontinues alliance partnership with Eapro Global

MUMBAI: Birla Lifestyle, one of the leading household appliances, established in 1992 and part of the Rs. 3000 cr Indian conglomerates of The Yash Birla Group, has announced that they discontinue its alliance partnership between Birla Lifestyle and Eapro Global Ltd. as per their alliance MOU. 

On the occasion Birla Lifestyle Consumer Products Pvt Ltd. CEO Manoj Singh said, “Our decision was based on audit report findings mentioning breach of code of conduct and business practices by Eapro Global Limited. Birla lifestyle always believe to build-up long term business association with their potential business partners to set-up the wide range of platform jointly with their partners to streams line the consistent business opportunity. With significant acceleration expected in the innovative business over the next few years, but due to non responsive approach & attitude on business and code of conduct is having adverse effect on brand equity. Keeping this in view, we believe this discontinuation is right approach and to maintain our brand equity same is value addition for our group. An auditor report has also come as negative in alliance books of accounts and there were many ‘Breach of Contract’ as per Brand Alliance Agreements.”

“The management would like to inform to all the stakeholder, business associates, channel partners, dealer & distributors, employee, advisors and other vendors, including investors etc and other stakeholders for an interaction on the need and likely impact of this change in the system. Birla Lifestyle has no business association with Eapro Global Ltd, in any business line including their products. Birla lifestyle and Eapro Global limited are two independent entities and hereafter and there would be no corporate interference. Brand Alliance partnership is been diluted and going forward Eapro Global Limited is not entitled of using our legacy of Birla Group. In case any guilt is found Birla lifestyle can take severe action against as per company acts” he added.

As mentioned both companies are separate entity bridging with brand alliance strategy and board of directors and management of the company remains same in Birla Lifestyle in case any changes will be updated on the same. Eapro Global has an independent management and they follow their code of conduct as per company act.

Latest Reads
Multi-media ad campaign to popularise gold coin

A year after it was first launched, a multimedia advertising campaign is being launched to drive awareness around Diwali on the availability of the Indian gold coin by the Mines and Minerals Trading Corporation along with World Gold Council. Being launched this week, the campaign will cover...

MAM Media and Advertising Ad Campaigns
Vizeum launches Binary, special advisory unit for media clients

“Media business is, in the short term, headed for a tipping point, driven by the changing consumer-media interface,” emphasises Vizeum India MD Shripad Kulkarni, who strongly believes that media companies need a definitive transformation strategy in place now.

MAM Media and Advertising Media Agencies
Havas Media bags Rs 15-cr Sujata account

MUMBAI: Havas Media Group India has bagged the integrated media duties of Sujata, an Indian Consumer Electronics & Home Appliances brand for Juicer Mixer Grinders. The incumbent on the business was Exposure Media. The account will be handled out of Gurgaon office led by Uday Mohan. The...

MAM Media and Advertising Account
TV festive ad spend to reach Rs 8000 cr; experts divided

MUMBAI: The festive months of October and November are welcome months not just for you and your family, but for most Indian brands as well. After all, they eagerly wait for this early window when consumers loosen up their purse strings and put their Diwali bonuses to good use, aka, shopping.

MAM Marketing MAM
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories