Number theory: Firms consult numerologists to make sure success
Increasingly Indian companies are consulting numerologists to make sure that their brand name adds up to success.
By Vishakha Talreja, ET Bureau |
NEW DELHI: Numbers matter. And, increasingly Indian companies are consulting numerologists to make sure that their brand name adds up to success. Thanks to faith in numbers, Reliance Money Ltd, expanded it���s last word and is now Reliance Money Limited. Mumbai-based security systems provider changed its name to TopsGrup (from TopsGroup).
And it���s no rocket science to guess why Ezeego1 (travel portal promoted by Cox & Kings) has the number 1 added to it.
Similarly, few years ago, Raymonds became Raymond after the last alphabet was dropped at the suggestion of a numerologist. As per industry sources, companies across sectors like apparel maker Provogue, Apollo Tyres, soaps-to-almirah maker Godrej and jeweller Tribhuvandas Bhimji Zaveri, too, consult numerologists on various business matters.
From the colour of the logo to spellings of the brand name and even recruitment of top officials, numbers decide a lot for corporate India. Says noted numerologist Sanjay B Jumaani, who has advised companies like Reliance Money, Maxx and TopsGrup: ���Around 60% of my business comes from corporates, 10% from celebrities or film industry and balance from people looking at solutions for their personal problems.���
And it���s no rocket science to guess why Ezeego1 (travel portal promoted by Cox & Kings) has the number 1 added to it.
Similarly, few years ago, Raymonds became Raymond after the last alphabet was dropped at the suggestion of a numerologist. As per industry sources, companies across sectors like apparel maker Provogue, Apollo Tyres, soaps-to-almirah maker Godrej and jeweller Tribhuvandas Bhimji Zaveri, too, consult numerologists on various business matters.
From the colour of the logo to spellings of the brand name and even recruitment of top officials, numbers decide a lot for corporate India. Says noted numerologist Sanjay B Jumaani, who has advised companies like Reliance Money, Maxx and TopsGrup: ���Around 60% of my business comes from corporates, 10% from celebrities or film industry and balance from people looking at solutions for their personal problems.���
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Some of the leading brand consultants agree that their clients come with a set of requirements suggested by their numerologists.
Says co-founder of brand consultancy Chlorophyll, Kiran Khalap, ���We have come across two cases where specifications as per a numerologist were given to us by the companies to design their brand identity. It���s not a problem as long as some boundaries based on astrology or vaastu are given before the brand is designed. But once a brand is already in place, it becomes difficult to tweak it.���
He adds, humourously, that it will be a good idea for the company to hire an in-house numerologist in the near future. Adds Ogilvy & Mather Advertising country head (discovery & planning) Madhukar Sabnivas, ���Numerology can be an alternative to brand name research.���
Besides the brand, companies are also consulting numerologists for recruiting the right candidates for top positions. ���Before recruiting me, the promoter of my company personally confirmed my date of birth, and recruited me only after she was satisfied that the digits added up to 1,��� says COO of a company, on condition of anonymity.
EMA Partners��� K Sudarshan points out: ���Some owner-driven companies might be checking with numerologists, discreetly, before hiring. However, the practice of employees checking with their astrologers or numerologist before joining a company is rampant.���
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Though most companies are tight-lipped about the trend, they, for sure, are hoping that the right mix and match of digits and alphabets will lead to good numbers at the end of each fiscal.
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