Our Brand Story

The reputation of Lumax and the DK Jain Group rests on a bedrock of seven decades of heritage. Our formidable performance over the years stands testament to the deeply held conviction that goodness wins. Our ethical approach to business transcends time and trends, and its efficacy is reflected in our consistent growth.

Our new logo stands for our ethos, spirit & aspirations. It takes inspiration from our philosophy of ‘WinteGreat’. It is the distillate of our three-pronged philosophy for building a great and admired institution - winning through integrity, teamwork and the integration of our strengths across businesses, products and geographic locations. The ‘WinteGreat Wheel’s propeller blades symbolize passion, dynamism, confidence and commitment to accelerated growth. Respect, Integrity, Passion and Excellence are our core values, which form the soul of our organization. They are enshrined in the very heart of the ‘WinteGreat Wheel’ in the form of a prism. The classic Lumax typeface has been crafted and enhanced to keep it contemporary while retaining its unique character and legacy of trust and high performance. It now stands ready to scale even greater heights in the decades to come as we grow our legacy.

Red is the colour of passion and energy and has always been our flagship brand’s colour. It therefore takes pride of place in the group brand’s new logo.

Orange symbolizes warmth and positivity, in keeping with our optimistic ethos.

Purple stands for heritage and stability and it lends balance to the power and movement of the more dominant colours.

The serif typeface, custom crafted for the DK Jain Group, is timeless in its elegance, in keeping with the heritage of the organisation. Its understated character evokes a humility of spirit that is reflective of the persona of our founder.

Together, these are the custodians of our organization’s purpose, vision and values and they are the lodestar that will lead us into the future, as we rededicate ourselves to serving all our stakeholders with pride and positivity.