EQUITOR
For the last two decades, EQUiTOR has been at the forefront of bringing brands into the
boardroom. Along with Interbrand, we pioneered the idea of leveraging Indian brand assets as
Growth Accelerators.
A classic brand accelerator story
Titan originally mandated EQUiTOR to assign a defendable value to the Titan brand asset. The
engagement was able to establish the financial value of the brand and isolate its enterprise value
contribution at 62%. But most importantly, the pivotal insight was the excavation of the three value
drivers - Currency of Design, Pleasure of Purchase, and Personalized Care. Founded on these was
created two change programs viz. Way of Life and Futureshock. The first ( Way of Life) was to ensure
that the company was completely aligned to its most influential asset and hence to its three value
drivers. The second ( Futureshock) was to examine how much value the firm could unlock through
diversifications that derived from these values drivers.
