MUMBAI, 27 JUNE, 2022 (GPN): ASK Group (“ASK”), one of India’s leading asset and wealth management companies, today unveiled its new corporate identity.

ASK is embarking on a rebranding to align its brand identity with its strategic vision. The new brand identity centers on ‘What Matters Most’ for all of ASK’s stakeholders. This exercise comes at a time when the firm is expanding its geographic footprint, partnerships and focusing on digital channels. ASK worked with Landor & Fitch, a global brand transformation company, to refresh its brand.

On the occasion, Sunil Rohokale, MD & CEO, ASK Group said, “Our new corporate identity embodies our culture, our philosophy, and our growth ambitions. Our brand is an important enabler towards achieving the ASK2.0 vision, as we scale newer heights with our expansion to new geographies, domestic as well as international, and new channels. Brand will also play an increasing role in delivering differentiated experiences to our discerning clientele.”

Shanu Singh, Chief Marketing Officer, ASK Group, explained more about the new identity, “We are building our brand as a platform for action with the core idea of “What matters most”. This is rooted in our attributes that are most valued by our clients, partners, and employees – our ability to cut through the noise, distil and meaningfully focus on what is truly important. We see the brand becoming a clarifying lens which will inform our choices. We are also rebranding our businesses with a stronger alignment to the client segments.”

Lulu Raghavan, Managing Director, Landor & Fitch India, the architects of the new brand identity said, “It was an honor to work with the ASK group and help them define their brand identity. We brought alive their client centricity and disciplined approach to investments in the refreshed brand. “What matters most” is a reflection of their values and ambition for the future. I wish them great success.”

ASK is making the brand descriptors more consumer-friendly as a part of this rebranding exercise. ASK Property Investment Advisors will now be branded as ASK Property Fund and ASK Wealth Advisors will be branded as ASK Private Wealth. The brand update will not alter any entity’s registered name and its legal identity with Registrar of Companies or any other regulatory authority.-ENDS-

About ASK Group | ASK is a leading player in the asset & wealth management business with a presence of over three decades. It primarily caters to the HNI and UHNI market. A true believer in the Indian growth story, it has grown on the strength of its relationships with its domestic as well as global clients. ASK is represented in India through its three key businesses: Portfolio Management Services & Alternative Investment Funds – ASK Investment Managers Ltd.; Real Estate Private Equity – ASK Property Fund; and Wealth Advisory and Multi-Family Office Service – ASK Private Wealth. It services clients through 20 offices and branches across India, Dubai, and Singapore. It caters to multiple asset classes and investors, such as HNI, institutional, family office, pension funds, funds of funds (FOFs) and sovereign wealth funds across Asia, the Middle East, Africa, and Europe. The ASK Group currently manages assets over Rs. 78,900 crore as on May 31, 2022.