Aditya Birla Group plugs into wires & cables biz with Rs 1,800 cr bet

Mumbai: The diversified Aditya Birla Group on Thursday entered the wires and cables business with a Rs 1,800 crore investment in the category. Chairman Kumar Mangalam Birla said the new business, christened ‘Ultravolt ‘, is the third big business launch by the group in as many years after its ventures in paints, B2B e-commerce and jewellery retail. Entry into the wires and cables business is also driven by a conviction that it can be a leader in the category.

“Our core right to win is rooted in a deep understanding of the product and its underlying components. Our deep expertise in aluminum and copper is crucial to ensuring quality, performance and consistency,” Birla said at an event to launch the new business in the financial capital on Thursday.

Ultratech, the largest Indian cement maker owned by the group, is used to construct a third of Indian homes, Birla said.