Bajaj Auto Finance has renamed its brand identity as Bajaj Finserv Lending. Bajaj Finserv is the financial services company of the Bajaj Group. Its current business lines include Protection through Bajaj Allianz Life Insurance and Bajaj Allianz General Insurance and Lending through Bajaj Auto Finance. All underlying businesses currently operate with their independent brands. With the intention to build a set of financial services businesses in coming years that share the Bajaj Finserv Group’s common values of Reliability, Innovation and Efficiency and provide customers with high quality products and services, Bajaj Finserv has undertaken a review of its brand identity. The new identity is easily identifiable and yet distinct. All the businesses under Bajaj Finserv would use the common identity in a coherent manner such that consumers experience through each business, the common Bajaj Finserv values and identify the new brand identity with the same.

Bajaj Finserv now has a new visual identity which completely embodies its growth and services. It uses the current Bajaj logotype to identify and stand on the very established and respected Bajaj identity .In addition it has a 3 dimensional seal with the B and f to make the new identity uniquely recognizable. The color blue in the logo indicates confidence & strength. The round ball symbolizes the world with focus on India.Going forward, Bajaj Finserv has developed a full-fledged branding programme for all its group companies. Customers of any of the group companies will identify & associate themselves with Bajaj Finserv. This creates a single monolithic financial brand in India which will touch the lives of many Indians in years to come. The new identity will be rolled out by each Bajaj Finserv company shortly.