Today Adani Australia announced it is rebranding its Adani Mining company to “Bravus Mining and Resources”, in an extraordinary concession that its toxic brand is damaging its ability to keep contractors, attain finance and attract insurers to the climate-wrecking Carmichael coal project. 

Adani is at pains to stress it is not rebranding due to the Stop Adani campaign or because the brand is now globally toxic. This is despite the fact over 85 insurers, contractors and financiers have ruled out working with Adani on the destructive Carmichael coal project. 

Adani’s rebrand can’t hide its legacy of breaking environmental laws, trashing Traditional Owner rights, destroying critical habitat for endangered species, threatening Queensland water and the Reef, or turbo-charging climate change. The Australian people, banks, insurers and companies see through this weak attempt to clean up its dirty image and will continue to hold Adani to account for their destruction in Australia and India. 

Mackay Conservation Group Coordinator Peter McCallum said, “People won’t be fooled by Adani’s attempt to hide behind a new name. Adani wants to arise like a phoenix from the ashes of its damaged corporate image, but that bird won’t fly. They can’t scrub away Adani’s track record of breaking Queensland laws, endangering the Reef, destroying Black Throated Finch habitat, and intimidating the community. Dirt like that sticks. 

“The Adani Group is still pushing to build the largest coal mine in Australia, so regardless of what they’re called, Adani’s Bravus will continue to burn us by turbo-charging dangerous global warming and driving worse bushfires in Australian communities. We won’t give up the fight to hold Adani to account for this.” 

Christian Slattery, Australian Conservation Foundation campaigner said, “This latest marketing tactic by Adani shows just how removed from reality this company is. You can’t hide the truth behind a name invented by PR consultants. 

“Adani knows its brand is toxic – which is why insurers, financiers and other contractors continue to abandon it. Whatever the company is called, it will forever be known for fuelling climate change, bulldozing threatened species habitat, draining precious groundwater and ignoring the rights of First Nations people. 

“If this is the best idea Adani can come up with, then it shows the company is out of tricks.”

Background: Adani’s corporate track record

• Adani has rebranded one of its 53 Australian companies. This company is still an Adani Group Company, ultimately owned by Adani Enterprises and the Adani family. 

• Over 85 companies have dropped Adani’s Carmichael coal project, a project which has not attracted a single bank or funder. The list of companies that have ruled out working on Adani’s coal project continues to grow. 

• Adani has a track record of breaking environmental laws, in Australia and overseas. In February, Adani was found guilty of providing false or misleading documents to the Queensland Government, and was fined $20,000. Adani has previously let coal-laded pollution leech into the Great Barrier Reef coast, is clearing endangered black throated finch habitat and will fuel climate impacts like bushfires, droughts, heatwaves and floods through mining and burning Queensland coal. 

• Adani has a track record of human rights abuses, including by disregarding the wishes of the Wangan and Jagalingou Traditional Owners and stealing land from Indigenous peoples and villagers in Godda, India, where Adani is building their coal-fired power station to burn Queensland coal.