India – After its acquisition by Bain Capital, Adani Group’s Adani Capital and Adani Housing Finance enlisted Conran Design Mumbai, a Havas-owned brand and design consultancy, to spearhead the rebranding to Tyger Capital and Tyger Home Finance.
The new Tyger Capital and Home Finance target an underserved Tier 2 to Tier 5 audience of budding entrepreneurs and first-time homeowners who seek credible, quick, and hassle-free loan approvals.
As part of the rebranding initiative, Conran Design Mumbai was entrusted with developing the brand strategy, naming, and creating a cohesive brand identity, along with activating it across all touchpoints. The agency was tasked with crafting a brand that emphasises customer-centricity, agility, and digital innovation.
Anchored in flexibility, speed, and transparency and driven by a core belief in empowering customers to fulfil their dreams, Conran Design Mumbai introduced the bold name ‘Tyger,’ encapsulating the brand’s key attributes.
The newly launched Tyger Capital and Home Finance is designed to serve the underserved Tier 2 to Tier 5 markets, focussing on budding entrepreneurs and first-time homeowners seeking credible, quick, and hassle-free loan approvals.
Tyger’s new brand identity embodies speed, motion, and protection through dynamic green and trustworthy blue colours. The logo features a rupee symbol subtly integrated into the letter ‘R’, alongside horizontal lines and a forward arrow conveying agility. Unique elements like ‘The Window’ and ‘The Spotlight’ create a striking visual narrative that showcases Tyger’s world and the entrepreneurial stories it supports.
The rebranding initiative also involved developing a comprehensive suite of templates, a launch film, and detailed brand guidelines to ensure consistency and amplify the brand’s presence.
Gaurav Gupta, founder, CEO, and MD of Tyger Capital, said, “Conran Design Mumbai approached the rebrand of Tyger Capital and Home Finance with bold thinking and agility, embodying a true ‘one team’ spirit. This collaborative effort has resulted in a new brand purpose that transcends mere transactions, powerfully reflected in the name and identity. The rebranding initiative has successfully carved out a distinctive position for Tyger Capital and Home Finance within the industry.”
Meanwhile, Geet Nazir, managing director of Conran Design Mumbai, commented, “Conran Design Mumbai is proud to have partnered in the creation of the Tyger brand. It is rewarding to see the role design can play in bringing a larger vision of financial inclusion to life. Working alongside Gaurav and his wonderful team, who trusted us to realise their ambition to uplift and empower the nation, has been an incredible journey.”
