Established in 1860, the Kewalram Chanrai Group is a global enterprise that manufactures, trades and distributes a diverse range of products – from textiles, automotives, and agricultural products to waste management, computer peripherals and consumer electronics. From humble beginnings as a family-owned textile trader in the Indian Subcontinent it has pioneered some of the world’s emerging economies including Africa, South America and South East Asia and today commands a portfolio of businesses that employ more than 12,000 people in 54 countries.

To celebrate it’s 150th anniversary, Kewalram commissioned DIA to create an identity to theme its activities for the year, culminating in a celebratory event at the Ritz Carlton, attended by Singapore’s President Nathan as guest-of-honour. We developed the theme ‘A Tradition of Entrepreneurship’ to capture Kewalram’s rich heritage and its culture of building varied and successful business interests. Inspired by its origins as a textile trader, DIA created a supporting concept based around different fabrics and patterns from around the world to symbolise the company’s progression through the years to becoming a global conglomerate with a truly diverse international portfolio.

The identity was applied across a wide range of event collateral, from invitations and menus, to the event backdrop and historical milestones exhibition. As a memento for all guests who attended the event, we produced a special gift box and supporting packaging, containing products inspired by different businesses within the group.