MUMBAI: With the non-compete clause between the two brothers over, Anil Ambani is shaping the branding of his diversified businesses.

The Reliance Anil Dhirubhai Ambani Group is rebranding all its businesses as ‘Reliance‘. The company will now be known as the Reliance group.
 
Said head of brand and marketing for Reliance Communications Sanjay Behl, "The changes have already started and will be visible soon. The changes are already in effect for the organisation‘s internal communications."

Consequentially, the group will drop the ADAG tagline in its logos and the suffix in brands like Reliance Mobile. These will now be branded as Reliance with descriptors like GSM or CDMA.
 
Singapore-based Bonsey Design has designed the new brand.

When asked about how much reliance would be spending in the rebranding exercise, Behl said he couldn‘t disclose financial details.
 
Reliance ADAG includes companies such as Reliance Communications, Reliance Capital, Reliance Infrastructure, Reliance Power and Reliance Big Entertainment among others.