Thursday, December 03, 2020
Business

Adani changes Aussie branding to Bravus, experts say it means 'crooked'

IANS | November 07, 2020 12:30 PM

NEW DELHI: Adani Group has unveiled its new name as Bravus Mining and Resources in Australia -- after mistakenly believing the word 'bravus' was Latin for 'brave', reports said.

Adani has marked its 10-year anniversary of operations in Australia by launching a new brand for its Australian mining business, Bravus Mining & Resources. Bravus Mining & Resources, CEO David Boshoff, said now that construction of the Carmichael Project was well underway, it was the ideal time to give Adani's mining business its own Australian brand.

Daily Mail reported that various academics have since pointed out 'Bravus' has a much darker meaning, closely relating to the words "villainous", "crooked" and "deformed".

We will continue to stand up and deliver for the good of our community, no matter how courageous it requires us to be, and Bravus, our new name, reflects this intent,' Bravus Mining & Resources CEO, David Boshoff said on Thursday.

Boshoff told the Australian Financial Review the word Bravus meant 'courageous' and denied the name change was due to the negativity associated with the term Adani.

Christopher Bishop from the Australian National University's Centre of Classical Studies said the mining company probably should have double-checked their new name before announcing it.

'They are wrong. It would have to be something like "fortis", for brave, if you are going for your classical,' Dr Bishop told the Guardian.

He said "bravus" was related to the medieval Latin word "bravo" which meant a "mercenary" or "assassin".

"You have 'bravo' meaning a mercenary, a sword for hire, a tough guy. Which is probably not what they want to be associated with. The closest Adani could get is it could have meant 'boldness'," he said.

The University of Melbourne's Tim Parkin also weighed in, and said the relations to "bravus" that he found differed to the meaning Adani had, Daily Mail said.

"It tends to be used of someone who is villainous. A crook, or a bandit, or a cut-throat," he said.

Bishop also suggested the word could be derived from "pravus" which means depraved or crooked, as well as the Latin word "barbarus" which means barbaric.

 

 
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