Mumbai: The Aditya Birla Group has entered India’s wires and cables market with an investment of ₹1,800 crore, launching the new business under the brand name Ultravolt.
Chairman Kumar Mangalam Birla said the launch marks another major expansion for the diversified conglomerate after its recent entries into paints, B2B e-commerce and jewellery retail.
Group Eyes No. 2 Position
Ultravolt aims to become the second-largest player in India’s wires and cables market within the next three to five years, according to Dilip Gaur, a director at the group.
The company has set up a manufacturing facility in Bharuch, Gujarat. Gaur said the plant has the second-highest capacity among existing manufacturing facilities in the segment.
The business is starting with a presence across 500 districts and 6,000 PIN codes, backed by a dedicated network of more than 700 distributors.
Copper, Aluminium Give Group An Edge
Birla said the group’s experience in aluminium and copper provides an important advantage in ensuring product quality, performance and consistency.
Copper and aluminium account for about 80% of the cost of wires and cables, Gaur said.
The group also expects its presence in the cement sector through UltraTech Cement to provide insights into construction demand. According to Gaur, this could help Ultravolt identify business opportunities four to six months ahead of competitors.
Demand From Power, EVs And Data Centres
Birla identified urbanisation, electrification and digitisation as three major trends expected to support demand for wires and cables in India.
Modernisation of the power grid, renewable energy expansion, metro rail projects and the transition towards electric vehicles are expected to increase demand for specialised cables.
The rapid development of data centres and broader digitisation could also create direct and indirect opportunities for the business.
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Birla said the group is attempting to build at launch what many established companies took decades to create.
He pointed to the group’s recent ventures, saying Birla Opus has achieved a double-digit market share, while jewellery brand Indriya has expanded to 54 cities. Birla Pivot, meanwhile, has reached an annualised revenue run rate of ₹10,000 crore.
