Historically we HLL has acquired a number of brands, very often from competing companies. Now if you have two competing companies they often have brands that are targeted at the same consumer segment. Whenever you have the same benefit and same price point there s no advantage to me to carry two brands. So what we would do there is we would merge those brands with some of the 30. There are many examples of successful brand migrations done over the world.
Consumers are the most intelligent people in the world.
If you explain what you re doing to the consumer transparently, you can do it. It s been done the world over and you will see it done here. In the case of migrations I would like to take that entire consumer base with us into the new brand. Brands that are being migrated are brands that deliver the same benefit to the consumer at the same price point. All they happen to do because of various reasons of history is have different names.