In India, a name can be more than just a label; it might help in shaping perception about brand, quality, and even suggest a global pedigree. Brands like Monaco, Monte Carlo, and Jaquar might sound like they belong on international shelves, yet their origins are deeply Indian. Some named after their founders, some from their inspirations, but many of these companies adopted names that carry a worldlier resonance than their roots suggest. But to go back a little in history, what could be the reason for their ‘namkaran’, was it a stroke of marketing genius, or did Indian consumers simply crave a taste of the international? And in today’s climate, where ‘Proudly Indian’ carries its own weight, would these brands have succeeded with distinctly Indian names?
To find out, we decided to fact-check these stories, reaching out to the people behind the brands, gathering firsthand insights, and examining how these names came to be. What we discovered paints a fascinating picture of ambition, perception, and the clever strategies that shaped some of India’s most familiar names. Here’s what we discovered and how the truth behind these names compares to the stories we’ve long heard:
Monaco, the salted biscuit by Parle Products, was launched in 1942 after Parle entered biscuit manufacturing in 1939 with Parle-G. Founded in 1929 in Vile Parle, Mumbai, Parle began as a confectionery unit before expanding. The name ‘Monaco’ sparks curiosity; some link it to the French Riviera, others to “Mohanlal & Nathalal Company”, but its origin remains simple
When we spoke to the brand, Mayank Shah, Vice President, Parle Products, said, “There is nobody, no owner by the name of Nathalal. This is a kind of trivia that keeps floating around Parle. But the idea that Monaco was named after ‘Mohanlal and Nathalal Company’ is not true.". When asked about the reason behind the name, Mayank added, “Monaco was largely inspired from the place, Monaco in the French Riviera. Many brands, not just ours, use names that are associated with or derived from various geographical places. Depending on their experiences, either the name, the taste, or the flavour of a particular place inspired the brands, which helped them differentiate in a very cluttered market. Even Parle G was also named as it originated in Vile Parle. Our owners were very well-traveled, and back then they went across the globe to understand how biscuits and candies were made. Their experiences influenced not just the names, but also the flavours and concepts of the brands."
Similarly, another Indian-origin company chose the name of a foreign land- Monte Carlo. At first glance, it sounds European, but the brand was actually launched in 1984 by Oswal Woollen Mills, a Ludhiana-based company. What began as a premium winter-wear label soon expanded into cotton, linen, and lifestyle apparel. Addressing the story behind the name, Monica Oswal, Executive Director, Monte Carlo said, “Monte Carlo draws its inspiration from the elegance and charm of the iconic city it’s named after. Known globally for its sophistication, luxury, and impeccable sense of fashion, Monte Carlo, the city, served as the perfect muse for a brand that aims to blend heritage with aspiration. While our roots are proudly Indian, the vision for Monte Carlo as a brand has always been global. The name was chosen deliberately, not just for its international appeal, but for what it symbolises: timeless style, world-class quality, and a cosmopolitan spirit. At its core, Monte Carlo represents a fusion of Indian craftsmanship and global sensibilities; a brand that resonates with individuals who appreciate fashion that is both authentic and aspirational.”
While some brands have drawn their identity from iconic global cities, others carry a more personal legacy despite sounding international. A striking example is Jaquar, which at first glance might be mistaken for a Western luxury name, but in reality, it traces its roots to the founder’s family. Founded in 1960 by Late N. L. Mehra as Essco, it operated for several years before being rebranded as Jaquar in 1986 by his sons Rajesh, Kishan, and Ajay Mehra.
Ninad Raje, Group Chief Information Officer, Jaquar, reflects on the naming strategy, “Jaquar’s name is a masterstroke in brand identity. On the surface, it carries a sleek, international flair that resonates with global audiences, almost making it feel like a European luxury marque. Yet, at its core, the name is deeply Indian—born from the founder’s family heritage of Jai Kaur. This duality is powerful: it allows the brand to proudly carry its Indian roots while effortlessly aligning with global aspirations. In an industry where perception is as important as performance, the cosmopolitan tone of ‘Jaquar’ likely opened doors to international markets and premium positioning much faster than a more traditional, region-specific name might have.”
With the same spirit at heart, Havells stands as another Indian-origin brand that, at first glance, sounds international but is deeply rooted in Indian soil. Founded in Delhi by Qimat Rai Gupta, the brand probably got its name from the original owner of the business that Gupta later acquired. However, in the chapter 6 of his book, “Havells: The Untold Story of Qimat Rai Gupta”, Anil Rai Gupta, the current Chairman, MD & CEO, Havells reveals, “In 1948, Haveli Ram Gandhi registered a brand called Havell’s (in 2008 we changed it to Havells). There is some confusion about how he chose the name. One story is that ‘Havells’ was derived from his own name, Haveli. The other is that Haveli Ram, or one of his loyalists or family members saw the name in Europe, there was a Belgian company called Havells and suggested it since it was similar to Haveli’s name. Another story goes that he used to import electrical products from a Dutch company called Havells. Maybe it was a combination of all three. The fact is that even today most consumers feel that Havells is a foreign brand.”
While brands like Havells and Jaquar grounded their global-sounding names in geography or personal legacies, Lakme charted an entirely different course. It was established in 1952 under Tata Oil Mills Company at the behest of Prime Minister Jawaharlal Nehru, who wanted to reduce India’s reliance on imported cosmetics. As per the Tata Central Archives, the name “Lakmé” was inspired by the French opera Lakmé, written by Leo Delibes. The opera is based in India during British rule and tells the story of Lakme, the daughter of a Brahmin priest. Thus, it is believed, Lakme was named after the French derivation of Goddess Lakshmi, however nothing has been confirmed from the brand’s end.
These names might appear like simple branding decisions, they actually reflect the aspirations of Indian businesses during the post-liberalization era and even earlier. Choosing a foreign-sounding name was a way to signal modernity, sophistication, and global competitiveness, qualities that Indian consumers were increasingly drawn to. But to what extent do such foreign-sounding names helped Indian companies build trust and aspiration among consumers at a time when ‘global’ carried more weight than ‘local’?
To this, Toru Jhaveri, Founder & Strategy Lead at The Stuff of Life, explains, “Naming is equal parts art and science, it can be fun, frustrating, and strategic. Two key factors matter: what the brand should convey and how easily it can be pronounced in core markets. From that lens, Haldiram’s works perfectly. For a snack brand, you want local roots, family legacy, and expertise in taste, something a global-sounding name wouldn’t capture as well. On the other hand, brands like Jaquar or Lakme, though Indian in origin, are designed to feel aspirational: ideal for lifestyle and beauty categories. In both cases, the names effectively convey what matters most: authenticity where needed, aspiration where it fits.”
Whereas, Nisha Sampath, Managing Partner at Bright Angles Consulting, places emphasis on the larger role names play in building brand equity, “Brand name is one of the most potent sources of image and equity, in addition to being a signal of provenance or brand origin.
Hence, depending on category context, a brand name needs to be carefully chosen. Lifestyle, beauty and luxury are categories which benefit from a foreign country of origin association. Today’s young founders are proud to build in India. But very often, they expect to export to other countries, hence again it’s important to have a brand name that is easy to recall and pronounce across geographies.It’s also worth noting that from Sabysachi to Maanyavar to Tanishq, we have brands with Indian names who have been able to charge a premium and gain consumer trust. Ultimately, when brands consistently deliver quality and stay true to their DNA, name does not become a constraint to their ambitions.”
What these stories reveal is that a brand name is rarely accidental: it is strategy, story, and ambition rolled into a single word. Whether borrowed from foreign shores or rooted in local heritage, these names show how Indian companies have long understood that perception can be as powerful as product. And as today’s market balances ‘global’ aspiration with ‘proudly Indian’ confidence, the art of naming continues to be one of the most telling windows into how brands choose to be seen.
