Client Luthra Group
Project Strategic Brand Identity & Brand Architecture Design

Renewing Hope

Background

Founded in 1980, Luthra Group has developed a strong presence in the waste management industry. Its flagship brand, GEPIL, has built signicant equity over the years. In its growth journey, Luthra Group expanded to include more than 16 companies across various market segments within the industry.

Challenge

As the brand looked ahead to its future plans, it recognized the need for a stronger, more cohesive brand identity. While GEPIL had garnered signicant equity, the Luthra Group brand itself lacked market recognition and influence.

Solution

We collaborated closely with Luthra Group to identify the challenges within its current brand portfolio. Through extensive research and management workshops, we uncovered key insights. Aligning these findings with the group’s business objectives, we focused on three core sectors: Energy, Water, and Realty.

We created three well-defined subsidiaries, each with a clear market focus, enabling Luthra Group to build unified brand equity while maintaining the distinctiveness and relevance of each business.

By branding their service line Luthra InnoQ—representing their R&D and QC initiatives—we positioned Luthra Group as an innovation-led, future-focused organization.

Pegasus Club injected energy into the portfolio by becoming the brand for all internal events and activities, bringing the Luthra Group brand to life. Meanwhile, the Luthra Foundation undertook all CSR initiatives, aligning the group with its social responsibility goals.