Conran Design Mumbai rebranded Adani Capital as Tyger after Bain's buyout

Rebrand Adani Capital and Adani Housing Finance as an NBFC for tier 2–5 markets: budding entrepreneurs and first-time homeowners seeking fast, straightforward loan approvals.

Conran Design Mumbai handled brand strategy, naming, identity creation and activation across all touchpoints: Dynamic Green and Trustworthy Blue, a launch film, a suite of templates and robust brand guidelines.

Founder-CEO Gaurav Gupta said the rebranding 'successfully carved out a distinctive position for Tyger Capital and Home Finance within the industry'.

When Bain Capital acquired Adani Group's stake in Adani Capital and Adani Housing Finance, the lenders needed a new identity to match their new ownership. Conran Design Mumbai executed the full rebranding of the two companies into Tyger Capital and Tyger Home Finance, covering brand strategy, naming, brand identity creation and activation across all touchpoints.

The new brand emphasises customer focus, agility and digital capability, aimed at tier 2 to tier 5 audiences — budding entrepreneurs and first-time homeowners seeking quick, straightforward loan approvals. The name 'Tyger' reflects speed and protection; the identity pairs Dynamic Green with Trustworthy Blue, folds a rupee symbol into the logo's 'R', and uses horizontal lines and a forward arrow to signal speed and agility.

Two named devices extend the system: 'The Window' showcases Tyger's offerings, and 'The Spotlight' highlights entrepreneurial stories backed by the brand. The programme also produced a suite of templates, a launch film and brand guidelines for consistency — with founder, CEO and MD Gaurav Gupta crediting the 'one team' collaboration for a brand purpose that 'transcends mere transactions'.

Distance from the Adani name was the point of the exercise — the new brand had to stand entirely on its own promise.

Speed and transparency are the buying criteria in tier 2–5 lending, so the identity encodes them literally: arrow, rupee, green.

Naming the entrepreneurial stories ('The Spotlight') ties the brand to its customers' ambitions, not just its loan products.

A post-acquisition rebrand must bury the old name and the old promise at once: new owner, new audience, and every letterform re-arguing the offer.

As of 2024-08-27 Tyger Capital/Home Finance was positioned to serve tier 2 to tier 5 markets with fast loan approvals, carrying the new identity across all touchpoints.