RAYCHEM RPG REBRANDS
A STORY OF TRANSFORMATION AND GROWTH

Raychem RPG, a company boasting a rich 35-year history, is embarking on a transformative journey. They are not just altering their brand; they are redefining their purpose, values, and vision for the future. This is a tale of evolution, driven by a desire to stay relevant in a rapidly changing world.

THE CATALYST FOR CHANGE:

The world has evolved significantly since Raychem RPG's inception. The company that once relied heavily on exports now thrives on a robust domestic market. The talent pool has diversified, and customer expectations have evolved. Recognising this shift, Raychem RPG's leadership felt it was time to pause and reflect, to ask themselves: "Who are we, and what do we stand for in this new era?"

Vivek Venkatachalam, CEO, Raychem RPG, shares, “Given the rapid change in the world around us, and the diversity in our offerings and customers today … We needed to pause for a bit and reassess our purpose and mission. This initiated our entire transformation exercise. One that we are certain will shape the next few years of growth for Raychem RPG.”

THE CHALLENGES OF TRANSFORMATION:

Aligning a diverse company with multiple products, customers, and sectors on a single purpose proved to be a significant challenge. Weaving together the perspectives of the Conglomerate family, American multinationals, and independent management further added to the complexity. However, the management team at Raychem RPG, remained committed to the process, viewing it as an opportunity to create a more contemporary and future-proof organisation.

Vivek explains, “There are two kinds of challenges in these endeavours. The first is at the intellectual level and the second is at a tactical level. We are a very diverse company and cater to multiple geographies and manufacture multiple products. We deal with multiple sectors from energy to oil and gas to utilities to EPC to a channel partner and so on and so forth and we also have very diverse talent. So, the primary challenge was to achieve strategic and intellectual alignment, to bring our team's thinking in one direction. The tactical challenges involved navigating the diverse viewpoints of our varied shareholders.

So, all along we had multiple purposes within the larger purpose. So, here we want to homogenise it to one purpose.”

A NEW EMPHASIS:

Sustainability, innovation, and collaboration are the cornerstones of Raychem RPG's new direction. They are moving away from a transactional mindset to one that emphasises shared responsibility and mutual respect. This shift is not just about words; it is about creating a culture where these values are embedded in every interaction.

Vivek adds, “The emphasis is about how contemporary and agile we are and what future proofing we are doing in a very sustainable way. I think these are the three aspects.”

IMPACTING THE FUTURE:

This rebranding exercise is not just about changing logos and slogans. It is about creating a ripple effect that touches every aspect of the company, from employee behaviour to customer experience. Raychem RPG aims to become a magnet for talent and a trusted partner for customers, all while remaining true to its core values.

Vivek adds, “We want to be more contemporary, youthful and a “go-to” partner. People should like coming and doing business with us. The employee or potential talent should love to work here. So, we want to be a magnet in the whole scheme of things, be it the marketplace or be it in the employability market.”

THE ROAD AHEAD:

On ensuring a smooth and successful transition, Karn Singh Kanwal, Head - Strategy, shares, “Transition and change management is one of the most crucial aspects in this exercise and we do not intend to rush things. Change Management will be undertaken by a combination of external agency and leveraging internal teams (CFTs). We plan to have a clear roadmap from communication strategy, to rebranding for our assets across locations and product families, to onboarding our channel partners.”

The journey of transformation is ongoing, and Raychem RPG acknowledges that their new purpose may need to be recalibrated every five to seven years to stay relevant. However, they are confident that by embracing change and walking the talk, they can build a sustainable and successful future for the company.