06 Nov Adani Enterprises rebrands to Bravus in Latin name change blunder
Controversial Indian conglomerate Adani Enterprises has renamed itself Bravus – a Latin word that translates to ‘barbarian’ or ‘mercenary’, ‘assassin’ and ‘deformed’, language experts have confirmed.
The company, which has drawn strong criticism for the development of its Carmichael coal mine in central Queensland, enacted the rebrand believing that Bravus was a Latin term for ‘brave’ or ‘bold’.
“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,” chief executive David Boshoff said in a statement.
Bravus (Mining and Resources) expects to ship first coal next year from the 10 million tonnes per year mine, despite sustained protests from climate change activists, whose chant ‘Stop Adani’ became a marketing slogan emblazoned on T-shirts and earrings.
The company said it has employed more than 1,500 people and issued more than A$1.5 billion worth of tenders for the project.
However, several Latin language specialists have confirmed that Bravus does not mean ‘brave’ in either classical or medieval Latin. Chris Bishop, a classical studies lecturer at ANU in Canberra said: “The word ‘Bravo’ (derived from the older bravus) can mean ‘a mercenary, an assassin, or a desperado.”
Bravus confirmed to Reuters that it will keep its new name, despite of the inaccurate translation.