UltraTech Cement, the country’s largest cement company, has launched ‘Ultravolt ’, its wires and cables brand, with a target to become the second-largest in the new business within 5 years.
The company has invested ₹1,800 crore, and Ultravolt will be the second-largest player in the wires segment by capacity.
This is the fourth new business of the Aditya Birla Group after its entry into Birla Opus paints, Indriya gold jewellery retail and Birla Pivot, the B2B e-commerce platform.
Wires and cables seen as a growth opportunity
Kumar Mangalam Birla, Chairman, Aditya Birla Group, said that wires and cables sit at the intersection of three megatrends in the Indian economy – urbanisation, electrification and digitisation. More than 100 million new homes over the next decade, expanding energy infrastructure and the rapid rise of data centres are poised to fuel a boom in the category, he said.
“In recent years, successful new business creation has itself become a core part of the Group’s DNA and an important source of differentiation for the group. I increasingly see the Aditya Birla Group as providing the platform and engine for new bets,” said Birla.
Dilip Gaur, Director, Ultravolt said the company plans to reach more than one lakh retailers and further activate availability through over 5,000 UltraTech Building Solutions outlets.
An ambitious rollout across more than 500 districts and 6,000 pin codes to begin with reinforces the company’s commitment to growth and innovation, he said.
Pan-India distribution to support expansion
The modern manufacturing facility, a network of over 20 warehouses, extensive channel connections, coupled with UltraTech’s deep relationships with individual home builders, contractors, real-estate developers, and EPC companies, and a pan-India distribution footprint, provide a strong platform to scale, said Gaur.
The company aims to grow ambitiously through quality, technology, service, and channel partnerships, he added.
The company has built a new manufacturing facility in Jhagadia, Bharuch district, Gujarat. The strategic location is expected to facilitate efficient distribution and logistics operations to tap markets across India.
Ultravolt rolls out wires and cables portfolio
Sriram Rangarajan, CEO of Ultravolt, said the company has hit the market with a portfolio of home wires, flexible wires, and cables designed for residential, commercial, industrial, and infrastructure applications.
“Over time, we plan to expand into a broader range of electrical accessories,” he added.
The business is also building a best-in-class, innovative electrician engagement programme focused on product knowledge, safety, and installation standards.
The programme has already onboarded more than 1,600 electricians pre-launch and aims to train over 40,000 electricians over the coming year under the Skill India programme with ESSCI.