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Brands

Indian Garage Drops Co, Unveils New Identity With Suryakumar Yadav

Ad Tribe! Bureau2 min read
A folded shirt and a half-raised garage shutter as halftone cutouts, for Indian Garage dropping Co from its name

Indian Garage has dropped 'Co' from its name and unveiled a refreshed logo and visual identity, with cricketer Suryakumar Yadav launching the rebrand at Sky City Mall in Borivali, Mumbai, on Thursday. The homegrown menswear brand is part of TMRW House of Brands.

  • Brand: Indian Garage, part of TMRW House of Brands
  • Change: 'Co' dropped, new logo and visual identity
  • Positioning: 'Everyday Hero'
  • Face of the launch: Suryakumar Yadav

Indian Garage And The Everyday Hero

The new positioning centres on the new-generation Indian man building his life and aspirations on his own terms, with global ambitions and local roots. The brand promises menswear designed for the Indian body, with current trends and global-quality product at homegrown prices. The name, it says, draws on the idea that many self-made stories begin in a garage.

What The Brand Said

Founder Anant Tanted said the brand has always made clothes for the man building his own story, and that "our new identity finally says it out loud".

Manish Singhai, chief growth officer, TMRW, said the Everyday Hero is ambitious, global in outlook and rooted in India, and should not have to pay a brand tax for quality. He said Yadav embodies that self-made spirit.

The Mall Launch

Sky City Mall houses one of the brand's key stores. Yadav met five selected shoppers and shot content with creators, fashion influencers attended, and visitors could take colour analysis sessions. Tanu Prasad, CEO, malls, Oberoi Realty, said the brand's journey resonates with the young, aspirational shoppers who visit the mall.

Why It Matters

Dropping a word is a small change to a name and a large one for recognition, so a cricketer-led launch inside a store gives the new identity a visible start. The 'brand tax' line also sets out the fight the brand wants: value-led menswear against labels that charge for the badge.

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#fashion#indian garage#rebranding#suryakumar yadav#tmrw
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