Sona BLW Group revamps brand after relinquishing Sona Koyo Steering

The Sona BLW Group, a major name in the precision-forged automotive components space, has embarked on a new journey to fully focus on its precision parts business and target future growth.

The Group, which had on February 1, sold off its entire 25.12 percent stake, held by its subsidiary Sona Autocomp Holdings, in Sona Koyo Steering Systems to JTEKT Corporation, is now channelising its time and energy in strengthening its core business and making it future-ready.

The Group's main business is primarily driven by its company Sona BLW Precision Forgings, which supplies precision-forged bevel gears, differential case assemblies and synchroniser rings to key automobile manufacturers from its two operational plants, located in Gurgaon and Pune each.

As a first step into the new direction, the Rs 5,000 crore Sona BLW Group has set off on a rebranding exercise, changing its brand logo in order to define new objectives going forward.

Where the earlier logo, which has been doing duty since the inception of the company in 1995, carried the letter 'S’ in a yellow roundel; the new one is a graphic that uses the letters 'S’ and 'O’ to denote a globe and five gear teeth marked on the circumference, representing the five continents on the planet and signifying a global outlook.

According to Sunjay Kapur, CEO, Sona Group and MD, Sona BLW Precision Forgings (pictured above), “Sona stands for an inspired passion for quality manufacturing and breakthrough thinking, that enables us to transform natural resources into innovative automation. Molten metal is forged and shaped into high precision components. Our products, are then used by some of the best automobile manufacturers around the world. Our heritage, integrity and complete compliance in innovation in the pursuit of excellence, gives birth to the future culture of the company. It embodies the spirit of 'One Sona’.”

“To this date, our founder, the late Dr Surinder Kapur’s visionary thinking stands as our legacy. There are some lessons that are not obtained in B-school theory but understood in practical existence. Dr Kapur’s values and principles are imbibed as the core strength in our solid foundation. Across geographies, we are united in our efforts and values to honour our commitment to improve the lives of customers and employees. Through the company’s new logo, our visual identity brings together heritage, dynamics, structure, hard work, precision, and innovation. This identity is an amalgamation of the fluid as well as the structured.”

While Maruti Suzuki India, Mahindra & Mahindra, Tata Motors, Renault and Volkswagen are some of the local clients of Sona BLW Precision Forgings for its mechanical front wheel driveline components in the PV space, the company also supplies warm-forged bevel gears to Ashok Leyland, Daimler, Eicher, Force Motors, Meritor, and Tata Motors in the CV space. It recently also ventured into making e-axles for e-rickshaws, and is eyeing contemporary drivetrain components for future mainstream EVs.

Also read: Interview with Sunjay Kapur: "We are now also developing e-axles as we see the future in electric mobility.'