Ratnaafin Capital, an RBI-registered Non-Banking Financial Company (NBFC), has announced its comprehensive rebranding initiative in collaboration with ABND, a branding agency in Mumbai.
This partnership was forged after a thorough evaluation of multiple firms, with ABND’s emphasis on aligning brand strategy with business objectives being pivotal to Ratnaafin’s decision.
The rebranding process involved an extensive stakeholder study at Ratnaafin’s headquarters in Ahmedabad, along with a detailed analysis of channel partners, customer pain points, and expectations. ABND’s comprehensive approach led to the new brand positioning as an ‘NBFC for Business Owners’ and the introduction of the promise ‘Possible Hai’.
As per the brand, the rebranding exercise has refreshed Ratnaafin’s visual and verbal identity while reiterating its core objective: ‘We are in the business for business owners’. Ratnaafin’s refined portfolio includes a wide range of MSME loans, such as business loans, corporate loans, working capital loans, machinery loans, and loans against property. The primary aim is to empower SMEs, fuel entrepreneurial growth, and support diverse business needs.
Malav Desai, Director at Ratnaafin, commented, “This transformation marks a significant milestone in Ratnaafin’s journey. Our new brand identity reflects our commitment to empowering business owners with the financial solutions they need to achieve their goals. We are confident that through our newly identified positioning and our partnership with ABND, we will be able to communicate that timely and flexible financial solutions are not a luxury but a key to sustainable growth, to all our stakeholders.”
Kunal Vora, Founder-Partner at ABND said, “Our vision for this project was to achieve seamless brand and business alignment. By targeting the specific needs of business owners, we have carved out a unique position for Ratnaafin in the NBFC sector. This strategy is already in effect and driving meaningful outcomes where it matters most.”
