P&C Legal, the Mumbai-based close friend alliance firm of Bangalore’s Poovayya & Co, has rebranded to become Jerome Merchant + Partners.

The new logo and marketing strategy had been worked out by a London-based marketing consultancy, according to a press release from the firm, being the culmination of a six-month exercise,

The partnership structure and preferred referral relationship with Poovayya’s Bangalore and Delhi offices will not change.

Senior counsel Sajan Poovayya, who was the managing partner of Poovayya before taking up the gown, commented in a press release of the new branding: “The two firms will seamlessly continue our collaborative relationship and associate offices – where we assist each other’s clients’ in our respective areas of strength and geographies, thereby continuing to contribute to the growth of both firms.”

Jerome Merchant + Partners specialises in financial services, M&A, private equity, real estate, technology, funds and aviation.

P&C Legal had been started as Alliance Legal in 2012, including former AZB & Partners partner Vishnu Jerome. Two other co-founding partners then left, and in 2013, the rest of the firm joined Poovayya in a non-partnership alliance.

In 2015, former AZB partner Kalpana Merchant had joined the firm, growing it to 5 partners and 10 other fee-earners.