Aditya Birla Group Enters Wires and Cables Market with Ultravolt

Aditya Birla Group, has announced the launch of the wires and cables business, Ultravolt (housed under UltraTech Cement), marking the group’s fourth new business foray in three years is backed by an investment of INR 1,800 crore. The business aims to build a scaled national brand and become one of the top two players within five years..

The business is also building an electrician-engagement programme focused on product knowledge, safety and installation standards. The programme has already boarded more than 1,600 electricians pre-launch and aims to train more than 40,000 electricians over the coming year under the Skill India programme with ESSCI.

Kumar Mangalam Birla, Chairman, Aditya Birla Group, said, “Wires and cables are becoming central to India's next phase of development. They sit at the intersection of three mega trends 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 centers are poised to fuel a boom in the category. Our distinctive advantage comes from a deep understanding of the product, its underlying components and the adjacent ecosystems”.  

Dilip Gaur, Director, Ultravolt, said, “We are venturing at pan India scale rather than testing the market region by region. Our plan is to reach more than one lakh retailers and further activate availability through over 5,000 UltraTech Building Solutions (UBS) outlets. An ambitious rollout across more than 500 districts and 6,000 pin codes to begin with.”

Guar further added, “Our state-of-the-art manufacturing facility, network of more than 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 gives us a strong platform to scale. Our aim is to build ambitiously through quality, technology, service and channel partnership.”

The business is anchored by a new manufacturing facility at Jhagadia in Bharuch district, Gujarat. The strategic location in the state of Gujarat is expected to facilitate efficient distribution and logistics operations, thereby strengthening the company's ability to serve markets across India.

Sriram Rangarajan, CEO, Ultravolt, said, “Wires are the lifeline of a house but often go unnoticed. We want to use our understanding of home consumers and to develop products for their growing needs. We want to bring a more consumer-first approach to the category, with safety, performance and future-readiness at the centre of product development. With this thought, we are launching 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.”

UltraTech’s entry in the wires and cables market extends its participation in the construction value chain beyond grey cement, ready-mix concrete, building products and white cement consistent with its stated Building Solutions strategy.