Building the Brand Governance System for a ₹400 Cr (~$40M) Brand

Context:
Every brand touchpoint — packaging, retail experience centres, digital campaigns, sales collateral — needs to look and sound like one brand, whether it's produced by an internal team, an agency, or a sales rep in the field. At Kerovit, a ₹400 Cr (~$40M) brand, that consistency didn't exist as a documented system.

Ownership:
I authored the brand guidelines framework governing how Kerovit's identity operates across every surface.

Execution:
Logo lockup rules and safe-area specifications (including how "A Kajaria Company" anchors to the Kerovit mark), brand principles defining the voice and design philosophy — Indian at Heart, Design that Inspires, Quality that Endures, Making Innovation Accessible — and the visual standards governing experience centres, retail, digital, and trade collateral.

Result:
It became the reference document every internal team, agency partner, and vendor worked from going forward — the standard that kept a ₹400 Cr brand visually and verbally consistent as it scaled, replacing what had been ad hoc, inconsistent execution across touchpoints.