Aditya Birla Group has entered the wire and cable manufacturing business, planning to invest approximately 1800 crore rupees in this new segment. To achieve this, the group has launched a new trade mark named Ultravolt. The company's goal is to become one of the top two wire and cable manufacturers in India within the next five years.
According to company statements, demand for products in this industry is expected to grow in the coming years due to accelerated urbanization, increasing energy needs, and the development of digital infrastructure in India. Chairman of Aditya Birla Group, Kumar Mangalam Birla, noted that projects such as the construction of new residential buildings, development of energy infrastructure, and data centers create significant opportunities for this business. He also emphasized that more than 10 million new housing units will be required in the country in the future, which will increase the demand for wires and cables.
The company decided not to start operations in any single region but to launch nationwide immediately. Dileep Gor, Director of Ultravolt, stated that they are rolling out the business across the entire territory from scratch. They plan to cover over 100,000 retailers and increase product availability through more than 5,000 UltraTech Building Solutions (UBS) points. Initially, the company is working to cover more than 500 districts and 6,000 postal codes, demonstrating the company's intent for rapid growth and new experiments.
Ultravolt's manufacturing base is located in Jagriade, Bharuch district in Gujarat state. The company already possesses over 20 warehouses across the country and a strong network of dealers and distributors, which will help accelerate the spread of the new business. Currently, the company offers various products, including household wires, flexible wires, and cables.
Ultravolt's CEO, Sriram Rangarajan, highlighted the importance of wires for any home, noting that they are often overlooked. He stated that the company aims to create products that meet changing customer needs, focusing on satisfying buyer requirements. Special attention is paid to safety, enhanced features, and future needs during product development.
In line with this concept, a range of household wires, flexible wires, and cables was introduced, which can be used not only in residential homes but also in commercial buildings, industries, and infrastructure projects. In the future, the company plans to expand its assortment to include electrical accessories.
Before starting operations, Ultravolt has already engaged over 1,600 electricians. Over the next year, it is planned to train more than 40,000 electricians. For this, the company will collaborate with the Electronic Sector Skill Council of India (ESSCI) under the Skill India program.
Although the wire and cable business is new for Aditya Birla Group, the company is expected to leverage the advantages of its extensive distribution network and existing UltraTech operations. The main objective for the company is the rapid promotion of the new 'Ultravolt' brand across the country. To achieve this goal, the company has set a high benchmark: to become one of the top two companies in the Indian cable and wire sector within five years.
Ultravolt will compete with major players in the Indian wire and cable market such as Polycab India, KEI Industries, Havells India, Finolex Cables, and RR Kabel, which already possess strong brands and distribution networks across the country. According to data for the financial year 2023, the market share in the Indian wire and cable sector was distributed as follows: Polycab held 16%, KEI Industries held 8%, Havells India held 8%, Finolex held 6%, and RR Kabel held 5%.