What’s in a (company) name? Zeverything, it zeems

Mumbai: Call it the Gen Z effect. After Zerodha, Zoho, Zomato, Zudio and Zeno Health, there's been a steady rise in the number of brands and companies with names starting with Z over the past half-decade. According to ministry of corporate affairs data, the number of so-called Z companies incorporated in 2023 was up 70% to 1,608 from 2018.

Z companies have grown at a compound annual growth rate (CAGR) of 11% between 2018 and 2023, faster than the 9% expansion in overall incorporations. From the start of the calendar year to August, the number of Z companies incorporated stood at 1,494, 93% of that in all of 2023.

Names hold special significance in India. Personal, religious and astrological factors can come into play, apart from the more obvious branding and marketing elements.

"We were looking out for a fun name since our business is of toys, books and stationery," said Mumbai-based Hetal Sanganee, who incorporated Zigmag Enterprises eight years ago. "We thought of a random name, Zigzag, but it was not available. So, our company secretary suggested Zigmag, which was available."

Companies don't want brands sounding boring and old-fashioned either. "These days, promoters are keen on selecting names that are catchy, unique, and trendy," said company secretary SN Viswanathan. "There's also a noticeable preference for international or foreign-sounding names. Astrology and numerology often influence the choice, with promoters incorporating initials, an extra alphabet like an A, or an R, or a dash to create a more favourable number of letters or digits."

In this regard, a hat tip is due to Subhash Chandra for founding Zee TV in 1992.

'The X Factor'

"The letter Z seems to be gaining popularity, possibly because it's the last letter in the alphabet, while A, being the first letter, is already well-established and frequently used," Viswanathan said.

Here are some company names starting with the last letter of the alphabet. It's not clear how much creative effort went into these christenings: Zemblance Hydrocarbons, Zeluxe Fashions, Zoid AI, Zaddy Network, Zellow Technologies, ZGrow Solutions, Zimons Tours & Travels, Zoffers, Zelish Foods, Zimber India, Zoetic Agro Projects, ZimeShare Technologies, Zkip Labs, Znergy Foods, Zofa Trading, Zold Academy, Zollar Forex and Zoble eStore, all incorporated in the past couple of years.

Then there are the more quirky efforts: Zazoo Online Food Delivery, Zapnosys AI, Zeitgeist Network, Zixwer, Zamindar Dream Town, Zinced Industries, Zizz Spaces, Zapped Exim, Zatialogic, Zealot Games, Zennxt India R&D, Zhuzh Decor, Zhuzoor Infratech, Zoios, Zokfiqre India, Zellenial Technologies, Zuame Wellness, Zuqzuq, etc. Clearly, Z has oomph.

"There are some letters of the alphabet that are considered sexier than the others and Z is one of them," said Harish Bijoor, brand strategy specialist. "It is the last letter of the alphabet and Gen Z is quite kicked by its sound-Zed or Zee. Z has also got the X factor." His advice is not to go overboard: "Short four-letter names starting with Z work the best."

The MCA data bears that out-certain usages are popular: Z&A, Z Plus, Zap, Zara, Zeal, Zebra, Zed, Zee, Zeel, Zen, Zenith, Zero, Zest, Zeta, Zeus, Zillion, Zing, Zion, Zip, Zone and Zoom.

As per numerology practitioners, the letter Z corresponds to the number 8, which represents material power, balance and transformation. Its sharp zigzag shape is symbolic of non-linear paths, sudden shifts, innovation and modernity. This tends to go well with the current generational identity, branding and social media presence. Still, some are of the view that the trend is fleeting. "Z is a Jupiter-dominated letter," said Gujarat-based astrologer Manish Bhatt "The current planetary movement highly favours the use of Z. However, this popularity will subside after next March following a major planetary transit," Bhatt added.

Bijoor agrees: "Going by the current alpha generation, the next word to catch on could be Alpha and its series of Greek alphabets."