The recent estrangement between Gautam Singhania, Chairman & Managing Director, Raymond, and Nawaz Modi Singhania, Non-Executive Director, Raymond has grabbed headlines be it in the mainstream media, business circles, or even on social media. The separation news of Singhania and Modi and the public fallout resulted in the Raymond stock price and market cap taking a hit and even the Institutional Investor Advisory Services (IIAS), a proxy advisory firm, urging the independent directors of the company to initiate an investigation into the assault allegations against Singhania. The question to be asked is will this controversy have a ripple effect on Brand Raymond, a brand synonymous with its iconic tagline, ‘The Complete Man’.

Here are the views of brand experts on whether this controversy will impact Brand Raymond:

Lloyd Mathias, Angel Investor, Business Strategist, and Independent Director on various Company Boards

Typically, any controversy is not good for any publicly traded company; Raymond is a publicly traded company and the infighting between Gautam Singhania and Nawaz Modi – both of whom are on the Board of Directors – is bound to have an impact because board room battles cascade onto the organisation and the shareholders. This is a commentary to a large extent on corporate governance in family-run companies in India. Will this controversy have an immediate and direct impact on sales? No. Raymond has built a very strong brand equity over the last three or four decades. The controversy will impact the whole value chain - whether it is retailers or distributors – and this is bound to take a toll and despite Raymond being a strong brand there will be some degree of negative impact.

Avik Chattopadhyay, Co-founder & Partner, Expereal

Raymond as a brand has seen family trouble before but has remained unscathed. I believe it will be the same even now. Unless, of course, the brand promise and delivery standards falter. The Complete Man will surely outlast the fractured family.

Sanjay Tripathy, Co-Founder & CEO BriskPe

A CMD or CEO transcends mere leadership—they epitomise the brand essence and visage of the organisation. Any deviation can trigger repercussions from both investors and consumers. Instances of inconsistent behaviour, especially in the midst of family feuds impacting ownership, can inflict substantial damage on the perceived value of the company. In the stock market arena, where perception shapes investor sentiment, the interplay between advertised image and leadership conduct is make-or-break. In this case, Raymond’s 'Complete Man' tagline clashes starkly with Gautam Singhania's recent image, creating a glaring incongruity.

Ronita Mitra, Founder & CEO · Brand Eagle Consulting & ex Brand Head ICICI Bank & Vodafone

Raymond is a very strong and trusted brand from a company that is professionally managed where the management decisions are taken by a professionally run management accountable to a professionally appointed board. In that context, it is unlikely that the family feud will have any impact on the running of the organisation including decisions regarding the brand. An important aspect that would help the brand in this case is that the brand name is distinct from the family's name and will therefore stand on its own merit rather than biases towards the promoter family name

Even if the consumer is aware of the family feud, it is highly unlikely that it would create any dent in the consumer perception of the brand or loyalty towards the brand Raymond, as these would be driven by a very high level of consumer trust built over the past several decades on the back of its quality, brand image, leadership position, and price-value equation. The family feud has impacted the company's performance in the stock market as there are different factors at play there. But unlikely that it will have any impact on the organisation or the brand's performance.

Samit Sinha, Founder, Alchemist Brand Consulting

If the controversy continues for an extended period of time, there will certainly be an impact on Brand Raymond. The immediate impact will be seen in the stock market and the focus will be on the settlement between the two concerned parties. As far as the consumer perspective is concerned, the impact on Brand Raymond is likely to be limited. That’s because a lot of Raymond's consumers may not associate the Singhania name with the brand. However, consumers in the corporate world and those who follow the goings-on in the business world will make the linkage. This would make up less than 20% of the total consumer set of Raymonds’ consumers and 80% of consumers will perhaps be unaware of the association. The impact on the brand should not be significant unless the spat blows out of proportion.

Nisha Sampath of Bright Angles Consulting

The controversy will primarily impact the corporate brand and have a lesser impact on the consumer brand. Infighting in family and family business is common in India. As long as it does not affect the quality of the product or consumer experience, consumers will not really pay much attention. Brand Raymond has a legacy and strong equity which can outlive the current family strife unless it leads them to run the business into the ground.
But the corporate brand is another story. I can see the employer brand taking a beating, as young candidates today are choosy about the kind of company and leader they want to be associated with. In such a scenario, investors and potential partners would also be wary. Corporate values and governance seem like words on paper until events like these highlight their importance. If the company has the right path and the right mechanisms to manage strife, it can contain damage. If not, they will have to be reactive, seeing what each new day throws up.