A brand name determines the success or failure of something

- In the family feud of the industry, the new generation has been fighting for decades to name the brand after itself.

The history of industries in India is through family merchants or businessmen. Businesses that started decades or centuries ago split when they fell into the hands of a new generation. In some cases after the split there is a quarrel for the brand created by the next generation. Sometimes the matter is settled through mediation and sometimes the quarrel reaches the court. Currently running between the 12 year old Kirloskar group and the 5 year old hero group. In both cases, the family members are fighting in the court. This is not the first case in India's corporate history, it may not be the last!

It is important to understand what a brand is before we learn more about controversy. Philip Kotler, who has been in the marketing field for almost six decades and is considered as the father of marketing in the world, says, Who makes this based on name, word, symbol. This process gives a certain place in the minds of the customers of a company, organization, product or service. 'Consumers are voters. It is up to the consumers to decide whether to make a brand successful or to destroy it or to buy based on it, 'adds Kotler.

The world of the brand is very big and depending on the price of the item, a manufacturer can sell it cheaper or more expensive than another manufacturer. For example, Apple - a company that makes computers and mobile phones - is a big brand and its products are sold at the highest prices. The customer experience with the brand also gives it loyalty. After a good experience, the customer, even if someone is selling cheaply, wants to pay more and buy it again. Trust is built on this experience. It takes precedence over other products and that is why when the business in the family splits, siblings or cousins ​​fight for a brand that is available, established and trusted in the market, not for a new brand. Controversy arises.

The Kirloskar Group controversy

Kirloskar, the country's oldest industrial group, has seen a rift in the past. For the first time in the family, business Vijay Kirloskar separated and left the group's headquarters in Pune and settled in Bangalore. Vijay is currently the chairman of Kirloskar Electrical.

Another controversy has erupted over the last two years and this time the controversy is over who owns the 'Kirloskar' brand. Vijay Kirloskar has sued his cousins ​​and his sons for not using the brand. On the other hand, Sanjay and Atul in the rest of the group are also fighting for a land in Pune for a brand name. The case has reached the Supreme Court. The Mumbai High Court had earlier directed all the parties to resolve the matter through dialogue.

The Kirloskar Group is the largest group in the country manufacturing oil engines, submersible pumps, valves, related electric machines, parts, and each product is sold under Kirloskar's name only. The group has a number of companies and the leadership of different companies is in the hands of different families. Currently, a quarrel has started between Sanjay Kirloskar and Atul of Kirloskar Brothers. Sanjay's elder brothers Atul and Rahul have bought a stake in La Gajjar Machinery through their pump manufacturing company. The company also makes pumps and writes in the advertisement '150 years of tradition' which points to Kirloskar. The two sides have been arguing that Sanjay owned the Kirloskar brand when the family split at the time of the MoU and now Rahul and Ajay could not use it. When the two older brothers say that only part of the property, not the brand! Now the Supreme Court has to decide after hearing further arguments in this case.

Electric in the hero group

Fighting for vehicles

The Hero Bicycle was founded in the 19th century and a group of them broke up and they started the Hero Honda motorcycle in the eighties by joining hands with Honda. This alliance between Honda and Hero Group has now come to an end and Hero MotoCorp operates Pawan Munjal. Hero MotoCorp is the largest motorcycle seller in the country today. Herocycle is also the largest bicycle manufacturer with an electric two-wheeler manufacturer called Hero Electric.

Hero Electric Vijay Munjal and his son Naveen Munjal have been driving and building electric vehicles for 15 years. Vijay Munjal has filed a case in a Delhi court against Hero MotoCorp's Pawan Munjal for making or selling an electric vehicle with the Hero brand. Avoiding controversy before the case is resolved, Pawan Munjal has launched a separate brand for his electric two-wheeler company called 'Vida' on March 8. The company will start manufacturing and selling two-wheelers in India from July 1.

Some old controversy for the brand

Apollo Group

The first son Omkar Kanwar and father Raunak Singh got into a controversy in the nineties for the company which manufactures Apollo tires. This was followed by a feud between Omkar and his brother Narendra Jeet Kanwar ten years ago.

Ranbaxy

In the eighties, Bhai Mohan Singh divided his business into three parts and handed it over to Parvinder, Manjit and Anjalit. Out of that came Ranbaxy Laboratory Parvinder. After this a long quarrel between father and son for Ranbaxy was witnessed in 19 and the father had to bow down. The company then fell into the hands of third generation Malwinder and Shivender, who founded the Fortis Group. Ranbaxy has been bought by Sun Pharma and various cases are pending against the two brothers in loan embezzlement in Fortis, also going to jail.

Cyril and Shardul Shroff

The country's largest law firm Amarchand Mangaldas and Suresh Shroff & Co. also saw a split. The company was split between Cyril Shroff and his brother Shardul in 2012. The quarrel between the two brothers also reached the court. In addition, quarrels have been reported between the Nanda brothers of the escort, Bajaj group, Reliance group, Nusli Wadia and her father.