Birla Plus turns UltraTech

Birla Plus turns UltraTech
Published: 23 October 2007

Birla Plus is now UltraTech cement. The Aditya Birla group on Monday announced rebranding of its cement business by bringing it under the UltraTech umbrella and creating the country’s largest cement brand with volumes of over 25Mta.  
 
The group also said it would increase its cement production capacity by almost 50% to 46Mta in the next one year as it seeks to increase sales and gain higher market share. The group had earlier rebranded L&T Cement as Ultratech after the takeover three years ago.  
 
"UltraTech will be the face of our cement business," OP Puranmalka, group executive president (marketing and strategy) of Aditya Birla Group told reporters here.  
 
The group has a total cement capacity of 31 mtpa. It will add another 15 mtpa over the next 12 months, improving its market share to 22-23% from 19.5% now. UltraTech CemCo alone will be spending about Rs 3,300 crore over the next three years on expansion and de-bottlenecking and setting up captive power plants at its various locations.  
 
Birla Plus is a major brand of  Grasim Industries Ltd with presence in the northern region. Currently, 55% of its capacity is UltraTech, while the rest comprises Birla Plus and other regional brands.