Rebranding of Indian law firms JSA is the New entrant

Indian law firms have recently started a trend to rebrand the firms. The firms have started moving away from being individual centric and have adopted branding and positioning to reflect a more professional set up..Law firms like Trilegal, Phoenix Legal, Tatva Legal, Platinum Partners, IndusLaw etc. have already positioned themselves as firms which do not focus on individuals and the same is reflected in their branding..The new entrant in this category is J. Sagar Associates. The firm is taking steps to change the name of the firm to JSA to institutionalise and de-personalise its practice, reports Hindu..Founding Partner Jyoti Sagar told Hindu, “We are popularly known as JSA in the industry. So we want to move to this name so that we have a much broader platform and not be reliant on one or two individuals all the time. Then we don’t need to have a special surname in our firm to succeed”..This rebranding exercise will remove the conservative image of the law firm and enable it to create a brand that would be modern and more relevant..Recently, Khaitan, Jayakur, Sud & Vohra (KJSV) has rebranded the firm as KS Partners to give the firm a new look to be in sync with the firm’s future plans..Earlier, Hemant Sahai Associates rebranded the firm as HSA Advocates to promote and develop the firm. The idea behind such an initiative was to create an institution which survives individuals..Historically, the trend used to be to name the firm after the founding partner or other individuals. However, this is changing now with firms discarding the traditional names and trying to position themselves as new age institutions.