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The prefix is accounted for

JAIDEEP SHENOYJAIDEEP SHENOY

The move to prefix CA for chartered accountants is the first step in an image-building exercise

Did you think an accountant is just that nerdy guy that makes sure of the balance sheets at the end of the day? Or if you have been brought up on mafia movies, he is the guy that gyps the don of many millions. All is about to change and the accountant is going to have his very own personalised logo and initials — how cool is that?

Thanks to the lead taken by the President of The Institute of Chartered Accountants of India, T. Manoharan, chartered accountants are well on their way to establishing a brand image. The central council of The ICAI has already approved use of the letters CA as a prefix before the names of individuals in the profession.

Mr. Manoharan had sounded the idea of professionals using the prefix at a seminar here when he was vice-president of The ICAI on lines with the prefix `Dr.' used by physicians. "It is the intent of The ICAI to create a brand image for the profession and market it like any other profession in the country. This way we can attract more youth to take up the profession," he notes.

The approval of the central council (on use of prefix) is more recommendatory in nature and not mandatory, he points. "While the members of the Central Council have already started using the prefix on their personal stationery, it will take some time before the message percolates down the line. Besides, the council has not taken any definitive view on how exactly the prefix has to be used."

The ICAI has also sought assistance from Delhi based professional designers to come up with a logo for the profession. "We are thinking of a logo along the lines of a tick mark, similar to the Swoosh used by Nike. But care is being taken to ensure that the logo does not infringe their distinctiveness, while helping us project the profession to the world at large in a more professional and distinct manner."

Giridhar Kamath, a local chartered accountant says there is a gradual acceptance within members of the profession to use the prefix on their stationery. "Those who are involved in administrative work or activities of the ICAI at branch level have started using the prefix. We are not yet sure as to how the society has accepted our decision to use the prefix. Social acceptance is still unclear," he notes.

Irrespective of reactions to the move on the prefix and the logo, Manoharan is keen to make the world sit up and take notice of chartered accountancy as an alternative and viable profession.

He has also drawn up a plan of action to simplify the CA course making it attractive to students. The logo and the prefix is a preamble to the whole image building exercise.

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