Birla Plus Cements, a brand of Grasim Industries of the Aditya Birla Group, has been renamed as UltraTech, and would comprise 90 per cent of the Group’s total cement business under the new brand name, while the Group’s regional brands would account for rest of the business. The Group had acquired L&T Cement three years ago and had christened the acquired entity as UltraTech.
While UltraTech would be the Group’s national brand, Vikram Cement has its presence in the North and South zones; Birla Super in Bangalore, Pune and Mysore; and Rajashree Cement in the West and South zones. These three brands will continue to be part of the Group’s portfolio.
“We opted for UltraTech as the national brand since it gives us the opportunity to strengthen common attributes of a premium brand, scale of operations and the Aditya Birla Group’s reputation. It also provides an opportunity to build on the positioning platform of expert and imagery signifying progress, cutting-edge technology and modernity. As a brand, UltraTech has extremely positive associations and awareness even in non-UltraTech markets such as the North zone,” said O P Puranmalka, Group Executive President and Chief Marketing Officer, Aditya Birla Group-Cement Business.
While highlighting the need for presenting a single and unified brand identity across the country, Puranmalka stressed on the fact that only the name was being changed, while everything else remained the same. He added that there would be no change in the logistic and distribution partners, and dealers.
UltraTech’s distribution network will be across the country with over 14,000 dealers and 60,000 retailers. The Aditya Birla Group’s cement capacity is in excess of 31 million tonnes. Buoyed by the performance of the industry, the Group would be increasing its capacities by 15 million tones per annum by 2008-09, taking the total capacity to 46 million tonnes.
“The growth drivers in the industry are primarily housing sectors, with additional thrust from the road and airport sectors. SEZs also carry good potential for the cement industry in India,” Puranmalka said.
A series of product awareness launches across the country over the next couple of months has been planned. These ground events would be accompanied by road shows to create awareness about the product among consumers and trade partners. It would also organise technical meets with dealers, stockists, retailers, individual house builders, engineers, architects, masons and contractors in markets.
Additionally, a brand new TVC, radio commercial, innovative print campaign and creative usage of outdoor media have been planned. The TVC would go on air from the first week of November. The creatives have been done by Interface, an arm of FCB Ulka.