So what does D.R. Coats Inks & Resins do? Yash says, “We manufacture synthetic resins which is used in paints, printing, adhesives and construction chemicals. It is mandatory for the food and pharmaceutical industry to have an epoxy coating on the floor to prevent the dust particles to accumulate on the floor and percolate into the food. We manufacture these epoxy resins and hardeners for the coating industry and also adhesives. For printing inks we manufacture binders. Binders help the ink to stick to the substrate and acts as the adhesive. For construction chemicals, we manufacture resins for waterproofing.”

The history of the logo

The company started with the manufacturing of printing inks. That is the reason why the logo is colourful, informs Yash. While he wasn’t around when the logo was created, he elaborates, “The logo depicts all colours used in the printing industry and highlights our family initials DR, which stand for the surname, Drolia.”

Yash also acknowledges an error that often happens when people see the logo. “The typeface is such that very often people call it ‘Dr. Coats’,” he says. Interestingly though, Yash contends, “Once I correct them, they call it D.R. Coats. So it’s just an initial problem.”

Time for Change?

Yash agrees that the logo needs to change so it reflects more of the current company and product line. “The logo still depicts only printing inks. But we are not only into printing inks, but also resins and hardeners.”

Yet, either full focus on branding or not at all, seems to be Yash’s mantra. “Branding helps you get that extra notch up in the market even though it is a cost-driven market. But branding requires devotion of time. We can’t hand it over to just anyone. It is necessary though.”

But does branding really help a business?

Yash says while they are pulling on with existing assets they have as of now, a brand identity makes a difference to the growth in business. In the same breath, he informs, “Basically the company is who you are. We changed the website recently – made it more user-friendly and cleaner. We did away with typographical errors, removed irrelevant data, defined a colour scheme and overall we tried to become systematic in communication and consistent visually. The brochures now match the colour scheme of our website.”

But isn’t that how most companies go into communicating first and then evaluating themselves? Is it right? “We also did the same. But that was the need of the hour. Customers were complaining. So we got the website and the brochures done because, essentially, as I said it was the need of the hour,” Yash remarks. Yet Yash shares, “Any company having incremental turnover year-on-year needs a type of work frame and a branding system that they must adhere to.” He feels the focus of the Indian companies on branding is very little, but it should grow.

So it sounds contradictory when Yash says, “Branding is not the main focus of D.R. Coats at the moment. But it remains at the back of the mind.” The contradiction is glaring. But it evaporates when Yash explains, “We are not able to give branding the attention to the extent it is required. There are no empty hands to look into branding.” In fact, his reiteration on developing branding for his business with total focus, and not in a haphazard manner, only shows his belief in branding right or not at all. A right thought, indeed.