Building credibility for a new NBFC through a comprehensive corporate website

About Capital India

Capital India is an India-focused integrated services platform that partners with new-age entrepreneurs and young businesses with customized finance solutions. The company is led by a group of finance professionals.

The Challenge

Led by a team of established financial services professionals, Capital India wanted to showcase its new corporate brand story. The communication strategy needed to establish its brand and inspire trust among its ecosystem of stakeholders – employees, investors, customers and the media. Further, being a listed company, it was essential to meet regulatory requirements on a continual basis.

The Solution

The communication strategy suggested by Rite Knowledge Labs sought to strike a balance between the excitement of a new enterprise while emphasising the solidity of an experienced team. The organization’s knowledge and industry expertise needed to be brought into the spotlight. Simultaneously, keeping in mind the India-focus of the client business, a distinct sense of Indian-ness was built into the content and imagery while keeping the UI design global and contemporary in nature. The experience of its management team members was highlighted to bring out their strategic skills and thought-leadership status in the industry.

The Approach

A knowledge-driven approach for the website with special emphasis on the organization’s differentiation strategy.

Established brand equity and online reach through powerful storytelling

Created an engaging UI design and user experience to digitally represent the brand

Implemented a fully responsive solution backed by an Umbraco-based CMS

Ensured strict adherence to the regulatory requirements of a listed organization

Enabled a seamless transition from the old website to the new without any downtime during the live rollout

The Results

The website successfully met the goal of positioning Capital India as a niche and differentiated NBFC. Further, it capitalized the power of old and new by contextualizing the experience of its management team members in a challenging, new environ. Conclusively, the new website resulted in heightened confidence levels in the organization’s abilities among its stakeholder ecosystem.