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Language warning as Adani wipes away a tarnished name

Business

After years of activism that made its name and brand toxic, Adani has rebadged itself as Bravus Mining and Resources.

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But did they get it right? Adani said the word is Latin for courageous, but Greenpeace said its investigation found that Bravus is actually derived from the word for barbarian, and cited the Oxford University. Adani said it was prepared to back its own research.

The internet is no help. Several sites say the word for courageous is audax or virtus.

There have been other companies that have rebranded to avoid a bad past. Philip Morris became Altria and the Lance Armstrong Foundation became Livestrong to avoid the scandal of Armstrong’s use of performance-enhancing drugs. More recently, Caltex became Ampol.

Chief executive David Boshoff said the reason for the change was that it was time to give the mining business its own name after 10 years of operating in Australia.

At the very least it will rob the activists of its most potent symbol, the Stop Adani logo.

“Our 10 years in Australia has been a journey that has tested the resilience, skills and determination of our people and has confirmed the depth of our commitment to regional Queensland,” Boshoff said.

“We have made a significant investment in Queensland and we will be here for the long haul employing local people and doing business in Australia.”

Boshoff said the Carmichael Project had already created thousands of new jobs and opportunities for Queenslanders just when they are needed most because of the COVID-19 recession.

“More than 1500 people are currently employed on the Carmichael mine and rail project and more than $1.5 billion worth of contracts have been awarded. It is terrific that 88 per cent of that work is being done right here in Queensland,” he said.

“The Stop Adani movement has tried unsuccessfully to prevent our business from operating in Australia, but the fact is there is ongoing demand for thermal coal in Asia and India.

“We have already secured the market for the 10 million tonnes per annum of coal produced at the Carmichael Mine, which is focused on India and Asia.”

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