ABND a branding agency was founded in 2010 and has since been at the forefront of building brands that not only stand out but also resonate deeply with their stakeholders.
Founded by Kunal Vora, a brand practitioner, industrial designer, entrepreneur, and educator, ABND focuses on creating meaningful brands and bridging the gap between purpose and profitability. From ideation to evolution, ABND said that it ensures that each brand they work with aligns with its guiding principles and objectives, driving business success.
ABND explains that it is driven by an approach that breaks down traditional silos between design and strategy. They work collectively as brand practitioners – being creative, collaborative, and passionate.
ABND has established five dedicated practice areas:
1. B2B Practice
2. Consumer Practice
3. Edunoia (Education Practice)
4. People Practice
5. Signoia (Spatial Practice)
MediaNews4U.com caught up with Kunal Vora, founder, partner, ABND
Q. What role does branding play within the advertising and marketing landscape?
Branding is the backbone of the advertising and marketing landscape. It’s the long-term vision that informs the short-term tactics. While ads push products and services, branding pulls people in – it builds relationships, trust, and emotional connections. It’s what differentiates in a saturated market and goes beyond immediate sales to create loyal communities. For us at ABND, branding is not just a pretty picture; it’s the very DNA that makes a brand unforgettable.
Q. Are Indian companies beginning to recognise the long-term importance of branding? Or is there some room to improve compared with the West?
Indian companies are beginning to recognise the importance of branding, but there is still a long way to go. Compared to the West, where brands invest in long-term strategies with the same seriousness as product development, India is still in the learning phase.
Many businesses here remain focussed on immediate returns. However, the tide is turning. In fact, we are now seeing many B2B companies recognise branding as an investment, not an expense – one that yields far greater returns in customer loyalty, reputation, and market longevity.
Q. Marketers by nature tend to focus more on the short term. Is it a challenge for ABND to convince them to spend more on long-term branding?
Absolutely. Short-term wins are tempting – who doesn’t want instant gratification, right? But at ABND, our job is to show the bigger picture. We make it a point to demonstrate that while quick campaigns might bring in the numbers, long-term branding builds the foundation that keeps those numbers consistent.
It’s a conversation we often have with clients, but once they see how a well-crafted brand drives value over time, it’s an easier sell. The key is balancing short-term wins with long-term vision.
Q. Could you shed light on ABND’s five dedicated practice areas?
At ABND, we have developed five distinct practice areas, each with its own dedicated team to ensure specialized focus and expertise. Our Consumer Practice is all about creating engaging, consumer-facing brands that resonate deeply with everyday buyers. Whether it’s launching a new brand or repositioning an existing one, we craft experiences that connect emotionally and commercially.
Our B2B Practice takes a more strategic approach, helping businesses define their identity in the corporate space while building meaningful relationships with their stakeholders. It’s about showing that even in B2B, a strong brand is what sets you apart in the market.
The People Practice focusses on employer branding and internal culture. We believe that employees are the first ambassadors of a brand, and shaping the right internal culture is essential for external success.
Edunoia, our education practice, is India’s first brand consultancy dedicated solely to the learning space. We work closely with institutions and ed-tech companies, helping them build brands that don’t just sell education but create a lasting impact on students and society.
Lastly, Signoia, our spatial practice, brings together branding and interior design to create immersive physical environments. Whether it’s retail spaces, offices, or educational institutions, we blend brand values into the very fabric of spaces to offer cohesive, branded experiences.
Q. What role does B2B branding play in public offerings for a company like Swiggy?
B2B branding plays a huge role, even for consumer-facing brands like Swiggy. It’s not just about wooing customers; it’s also about building a solid reputation with partners, investors, and the broader business ecosystem. When a company like Swiggy considers public offerings, branding becomes a critical asset in signalling stability, trust, and future potential.
A strong B2B brand strengthens Swiggy’s narrative, making it more attractive to investors and partners who look beyond consumers and focus on the infrastructure, logistics, and partnerships that make the business run.
Q. When there is a merger and acquisition, does managing branding often become tricky and complicated?
M&A situations can definitely complicate branding. You’re not just merging assets – you are merging cultures, identities, and customer perceptions. At ABND, we look at it like combining two flavours; they need to complement each other without losing what makes them unique.
It’s a balancing act. The challenge is to create a unified brand that carries forward the strengths of both while minimising confusion for stakeholders, both internal and external. And if done right, it can unlock incredible synergy and value.
Q. In terms of the consumer practice area, are there recent examples where ABND has helped transform a traditional B2B company into a consumer-facing brand?
One standout example is our collaboration with Sahiba Fashions, a leader in textile manufacturing, to create Saundh, a premium ethnic wear label. The key to this transformation was a research-backed brand strategy that aligned perfectly with the company’s business goals. We conducted extensive market research, delved into consumer behaviour, and crafted a brand identity that not only honoured Sahiba’s rich heritage but also resonated with modern, fashion-conscious consumers.
This strategy enabled Saundh to scale rapidly, even during the pandemic—a time when many brands struggled. By creating an omnichannel presence and focusing on storytelling that connected emotionally with the target audience, Saundh expanded its retail footprint across India and ventured into international markets, all while maintaining a strong online presence.
This success wasn’t accidental—it was the result of a well-structured brand strategy that ensured Saundh could weather challenges and grow sustainably. At ABND, we’ve successfully helped transform B2B companies across industries—be it technology, FMCG, food, or fashion—into thriving consumer or D2C brands, each with a unique strategy tailored to the brand’s core values and market opportunities.
Q. Edunoia is a brand consultancy for the education sector. Edtech after the high of 2021 has taken a beating perception-wise with valuations eroding, and shutdowns happening. What is the strategy that the consultancy employs to ensure that consumers look at its ed-tech clients in a positive manner given the reality that has set in with this sector and the bubble bursting?
The burst of the ed-tech bubble has made us shift focus from growth at any cost to sustainable growth and real value. At Edunoia, we work with our clients to refocus their brand narratives on the impact they have on learning outcomes, not just tech innovation.
We stress transparency, real success stories, and a back-to-basics approach: How is this tech making education more accessible, effective, or engaging? It’s about re-establishing trust by aligning brand promises with real-world value and communicating it clearly and consistently.
Q. What role do employees play in driving brand success for a company? What work does ABND do in this area to facilitate this?
Employees are the living, breathing embodiment of a brand. They’re the ones on the front lines, interacting with customers, partners, and even potential recruits. At ABND, we always emphasize internal branding. We work closely with companies to ensure that their employees aren’t just informed about the brand but are enthusiastic ambassadors of it.
This involves everything from internal communication strategies to culture workshops that help align the brand’s values with everyday operations. A strong internal brand culture is essential for external success.
Q. How is the festive season looking like for ABND?
The festive season is always a critical time for brands, but at ABND, we look beyond just the immediate buzz. Our focus is on crafting long-term brand strategies that take festive seasons into account as moments to strengthen brand stories, not just as campaign opportunities.
This year, we’re working with clients to integrate the festive spirit into their larger brand narratives—whether it’s tapping into nostalgia, community, or shared cultural values. These are the moments that build brand affinity and loyalty, far beyond a single festive push. It’s about ensuring the brand feels relevant during the festive season but also stays top of mind when the celebrations are over.
Q. The expectation is that customers will increase spending quite a bit this year. What tactics is ABND employing to ensure that the brands it works with benefit?
We are pulling out all the stops with a hyper-targeted, insight-driven approach. The idea is to make every brand interaction feel personal. We are helping brands build strategies that speak directly to different consumer segments, taking into account cultural nuances, local traditions, and of course, the excitement of the festive season.
We are also focussing on storytelling that resonates—because consumers today don’t just buy products; they buy into stories, values, and experiences.
Q. What role is AI playing for ABND?
AI is becoming a game-changer in how we work at ABND. From leveraging data-driven insights for sharper brand strategies to automating repetitive tasks, AI frees us up to focus on what we do best—creative thinking and brand-building.
Additionally, AI is helping us push the boundaries of dynamic personalisation, ensuring every consumer touchpoint feels tailored and thoughtful. But we don’t let the tech overshadow the human touch – it’s a tool, not the driver.
