Brands of Desire (BoD)

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Brands of Desire
Industry Management Consulting
Founded 2008; 10 years ago (2008)
Founder Saurabh Uboweja
Headquarters New Delhi
Area served
Key people
Ravi Uboweja (Chairman)
Saurabh Uboweja (CEO)
Products Management Consulting Services

Brands of Desire (BoD) is a management consulting firm[1] (formerly a strategy led brand consultancy) focused on building brands.[2] Founded in 2008 by Saurabh Uboweja,[3] it has its principal offices in New Delhi (HQ) and Mumbai, and a growing presence at multiple locations across India. The firm will be setting up a new office in Cyber City, Gurgaon by mid of August 2018.[4]

On 12 July 2018, BoD announced its new positioning as "a management consulting firm marking their rapidly transforming role in client engagements".[2]

Previously providing brand creation and re-branding solutions, it now offers three main lines of services to its clients - strategy consulting, implementation management and execution services - marking an expansion of its core offerings.[4] In order to strengthen its execution services, the firm plans to invest in digital technologies such as data analytics, automation, and artificial intelligence.[2]

It is also setting up an "in-house research & knowledge desk" which will publish reports that will guide the industry and help its own consulting teams in suggesting credible recommendations.[5]

BoD has worked with "Founders, CXOs and Business Heads" covering sectors such as healthcare, hospitality, software, telecommunication, technology, travel, financial services, manufacturing, retail, logistics, real estate, fashion, luxury, e-commerce, education and not for profit., including "Indian and international organizations such as Tata Group, Nokia, Walmart, ICICI Bank, Rivigo Logistics, ReNew Power and Medtronic."[2][3]

In 2016, the firm entered the online education industry, and launched Branding Institute (BI) with 10 international branding experts on board.[6]


  • May 2018: The Best Brand Awards for Early Learning Village (Gold 2018) with Chuk (Finalist), Brand India Summit (Finalist) and World Sufi Forum (Finalist)[7]
  • April 2014: Transform Europe Award 2014 jointly with HIRA Group and Tata Power DDL, respectively in the categories, "Best Brand Consolidation" (Bronze)[8] and "Best external stakeholder relations during a rebrand" (Highly Commended)[9]


  1. ^ "Paytm to focus on films, entertainment to boost ticketing business". Livemint. 16 Jul 2018. Retrieved 19 Jul 2018.
  2. ^ a b c d "Brands of Desire reorients itself as a management consulting firm focused on building brands". Brand Equity. 12 Jul 2018. Retrieved 12 Jul 2018.
  3. ^ a b "Brand for the buck: How Saurabh Uboweja's Brands of Desire helps companies build brand value". The Economic Times. 6 Jan 2015. Retrieved 16 August 2016.
  4. ^ a b "Brands of Desire Unveils New Positioning as Management Consulting Firm Focused on Building Brands". AdAge India. 12 Jul 2018. Retrieved 13 Jul 2018.
  5. ^ "Branding Is Not A Marketing Problem; It Is A Business Problem: CEO, Brands Of Desire". 18 Jul 2018. Retrieved 19 Jul 2018.
  6. ^ "Brands of Desire to launch Branding Institute with 10 international experts". The Economic Times. 1 July 2016. Retrieved 16 August 2016.
  7. ^ "Gold Medals 2018". The Best Brand Awards. c. 2018. Retrieved 1 May 2018.
  8. ^ "HIRA Group and Brands of Desire win BRONZE at 2014 Transform Awards Europe". afaqs. 9 Apr 2014. Retrieved 16 August 2016.
  9. ^ "TPDDL wins 'Highly Commended Award for rebranding at Transform Europe - 2014". Hindustan Times. 9 Apr 2014.

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