Taro Pumps is the voice and brand of Texmo Industries, a company that has been in business since 1956. But we have not always been known as ‘Taro Pumps’ in the market. The ‘Taro’ trademark came into this world in 1996 when we also launched a new line of 6-inch, and 8-inch borewell submersible pumps. And today, our story can also be summed up in a few important numbers:

• More than 10.3 million customers

• More than 1300 dealers all over India

• More than 6,26,300 pumps manufactured in 2022 and

• More than 4350 Taro Certified Technicians serving customers everywhere

It is safe to say that our story has unfolded this way because we are conscious about our brand name, the trust placed in it by customers, and our responsibility to protect this trust. Therefore, our rebranding exercise was a carefully crafted effort that resulted in the Taro Pumps brand that you see now.

Why rebrand?
This was the question we started with as well. One of the most interesting answers to this question lies in the words of Larry Ackerman, Founder and Partner Of Identity Dynamics Institute, who said, “Identity is cause; brand is effect, and the strength of the former influences the strength of the latter.”

Texmo Industries identifies itself as a company that designs, builds, and sells the best and most innovative products in the market segments in which we operate. We relate this to our effect, or brand by believing that we are a premium brand that delivers the best value to our customer.

That’s why we rebranded
A few years ago, we decided that we must walk the talk when it comes to being a premium brand in many ways. We were expanding into new markets, coming up with new products, recruiting the best of talent, expanding our presence in social media, and driving all our processes with principles of continuous improvement and innovation. And we wanted our brand to reflect all of this.

So, it was not just our logo that underwent a transformation. We came up with a comprehensive brand book and a deeply intuitive ‘manual’ for the way we would present ourselves to the market as well. This included redesigning our stores all over the country too. We keep our brand and company current by ensuring that our customers (internal & external) see us as a modern, and solidly built company that keeps its promises.

And it’s all paid off!
Talking about our brand is a delightful experience for all of us. And we do this on our social media, business meetings, and in the various meets for customers / mechanics / dealers that we conduct all over India. The result of our rebranding strategy has been tremendous market presence for us. Mechanics recommend our brand to their customers. Our dealers are more confident of the way they work because they can rely on Taro Pumps. And our customers not only recognise our brandname but also associate it with trouble-free products that are supported by authentic support and information.

And therefore, we confidently state that our brand - Taro Pumps - is the biggest gateway to our purpose and promise to deliver the best products and services to you. Always.