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Richa Mishra

New Delhi , Nov. 23

EVERYBODY wants to stay contemporary in these days of rapid changes. Come December, the Federation of Indian Chambers of Commerce and Industry, which will be celebrating its 76th annual general meeting, is all set for an image overhaul besides getting a new face as its Vice-President.

Commenting on what really prompted this otherwise `conservative' chamber smarten its logo, Dr Amit Mitra, Secretary General, FICCI, said, "Since the last seven years, the chamber has been seeing major changes. Not in the structure but in terms of the business issues it has been focussing on. To keep up with these changes, a need was felt to don a modern image, while maintaining its traditional values."

Says an industry analyst from NFO MBL: "Most industry bodies have to grapple with a fuddy-duddy image. A spanking new logo, organisational changes, rationalising of the workforce, getting a younger crop, a new mission statement - all these are a manifestation of being relevant in the present scheme of things and boils down to altering perceptions. Besides, the world is becoming a global village and industry bodies would like to be perceived as `fast-to-act', `efficient' and `vigorous.'"

Refraining from disclosing what the new logo will be like, Dr Mitra told Business Line, "All I can say is that it's going to be `FICCI unbound.' It will reflect the changes which the chamber has undergone."

The new logo will be unveiled on Tuesday. The existing logo of FICCI symbolises three main segments - agriculture, manufacturing and trade. However, today with the character of the chamber undergoing a change and keeping in rhythm with the developments in the Indian economy, this decision was taken, he said.

Says Mr Arvind Sharma, Chairman & CEO of Leo Burnett India, "In this time of rapid changes everybody needs to stay contemporary. Besides, `conservative' does not mean one should be outdated."

On whether this change in identity will impact FICCI's brand image, he stated, "I think it is going to have a positive effect."

Elaborating on the changes that the chamber has undergone lately, Dr Mitra said, "Today FICCI has an Institute of Intellectual Property Development, an Indo-US Parliamentary Forum and a FICCI Quality Forum within its ambit. Besides, the chamber has almost 74 Joint Business Councils. It also boasts of taking initiatives in the entertainment, insurance, telecom and IT sectors." FICCI has almost 15 portals. The chamber is also actively involved in lot of research activities.

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