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Birla Plus Cement renamed UltraTech

JAIPUR: The Aditya Birla Group has announced renaming of its premier product, Birla Plus Cement, as UtraTech Cement, while claiming that it has become the largest cement brand in the country with volumes in excess of 25 million tonnes.

Aditya Birla Group executive president and chief marketing officer O. P. Puranmalka told reporters here that while UtraTech would now be the company’s national brand, the regional brands would continue to be part of the brand portfolio. The quality and core values would remain unchanged under the new name.

Mr. Puranmalka said the Aditya Birla Group, buoyed by the cement industry’s performance, would augment its capacities by 15 million tonnes every year till 2008-09. This will take the company’s total capacity to 46 million tonnes.

Mr. Puranmalka affirmed that there was a tremendous growth opportunity in the cement sector in the country given its low per capita consumption – which was only 136 kg in India against the global average of 356 kg.

The rise in per capita consumption is expected to be fuelled by the strong growth in the housing sector and the Government’s thrust on infrastructure development. Mr. Puranmalka said UltraTech would capitalise on the extensive growth opportunities and maintain its unique brand values.

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