Insolvency process: Brand-building is a task cut out for new entrants

Transition efforts to vary for UK-based Liberty House versus Tata Steel, JSW

With insolvent entities getting new owners through the National Company Law Tribunal (NCLT) route, brand building is going to be a tougher battle for new entrants like UK-based Liberty House against domestic players such as Tata Steel and Sajjan Jindal-led JSW Steel. 

Last month, the insolvency tribunal approved the Aion Capital-JSW Steel resolution plan for the 1.5-million-tonne Monnet Ispat. Sanjeev Gupta-led Liberty House bagged auto component maker Amtek Auto and alloy and special construction steel manufacturer Adhunik Metaliks, while Tata Steel acquired Neeraj Singhal-led Bhushan Steel.  

The change of ownership has paved the way for brand-transition and brand-building exercise in the coming