He confirms, “You can’t change the date or the time of your birth, but you can change the name". “Thinking about the name carefully is like taking vitamins to prevent illnesses rather than taking a Coldarin after catching a cold, which is what people try to do with vaastu”.

If Enron had taken care with its logo, it may still be around, he says. The ‘Enron' name is good but the logo-an ‘E’ tilted backward with the name pointing down – is all-wrong, Sundhar says.

“Anyone who saw that logo, including the employees who walked past it everyday, preceived it to be going down – and images are very powerful and stay in the mind”, says 41 year-old Sundhar who developed an interest in astrology early. As the seventh born after six girls, his mother would check his horoscope even if he sneezed, he says.

Convinced that his ability in astrology and numerology can be used for the benefit of society, Sundhar has special interest in Corporate houses, and closely studies how a company’s name, logo, its CEO’s horoscope, and even it's business card can impact its fortunes.

In the case of WorldCom, while the name is good, the logo has a line above the name that fades to the right; that he says signifies the fading of the future of the company. In the case of Tata Finance, the logo was closed, locking the company in, with the heavier-looking Tata name on top of it. So there were no prospects for growth, Sundhar says.

In the case of Andersen, while the name and logo are fine, the fortunes of the company was linked closely with the CEO’s, who may have had a bad horoscope, suggests Sundar.

When powerful leaders-including political leaders – go down, they pull their companies and those around them down as well, says Sundhar, who has also written a book titled, “The power of your Name”.

This is true in the case of Kmart as well, whose name adds up to 13, denoting a sudden fall, and whose former chief executive, Charles Conaway, may face charges.

Sundhar typically makes an astrological chart for a company using the day of its registration as its birth. Each company has a lifespan, he says, and its good and bad patches, but also needs to constantly rejuvenate itself.

The new Tata logo - which points outward, suggesting movement and growth – and the logos for Arrow, American Express and Coca-Cola are examples of good logo designs, Sundhar says.

Brands names, again, must be chosen with care, and the name must be in harmony with the product or service that the company offers.

While the logo is a very important part of the company, typically only the aesthetics of the design is considered; companies rarely think of the science behind the design, Sundhar says. But even the house colour has an effect on the work environment, and therefore on the employees. “There should be greater awareness at the concept stage – that will save a lot of money and effort.” Sundhar says.

A Change of name

Astro - numerologist PR Sundhar Raja believes alphabets can change your destiny

AAH, that extra 'a'. The key to a successful business, a faster car, a better marriage.

Numerologists believe they can fine-tune your name to vibrate in harmony with your birthday and bring you luck. PR Sundhar Raja, an astro - numerologist says, "We can't alter birth but we can definitely modify names to bring success."

Ramaraj, who changed his name, believes in this mantra. This management person was all set to establish his own company, the loan details had been worked out and all he needed to do was sign on the dotted line. Or, as Ramaraj says, that is the impression he was given.

The loan application backfired and a desperate Ramaraj was intent on leaving town. At least until he met Sundhar and had his name fine-tuned. Now Ramaraj goes by the name 'Raj'.

Raj believes the change has worked for the better. After struggling to get the loan through for five months, things just fell in place after the name change. Now, Raj does not believe that it was a coincidence that things worked out.

"People who were giving me a hard time till then changed. Suddenly, everything seemed to fall in place," he says with earnestness.

In the first week of the change, Raj wrote his new name down 40 times a day. Sundhar insists this is essential for internalising the change. He also advises family and friends to call the person by the new spelling.

Sundhar looks at both the birth chart, the birth number and destiny number before he decides to go in for a name change.

"At most times, the changes are small. But when the name just does not vibrate with the horoscope, the entire name has to be changed," says Sundhar.