Within three decades of its inception, it has become the world’s 10th largest and India’s largest cement producer. UltraTech has been known for its superior quality and strength. Since its launch in the mid 1980s, the brand it has been popular not only with the general consumers but also with the construction experts.
BLAZE TO BRILLIANCE
UltraTech Cement, the cement arm of the Aditya Birla Group – India’s first multinational corporation – is India’s largest and the world’s 10th largest producer of cement. UltraTech’s growth journey can be traced back to the mid 1980s when its first cement plant was instituted at Jawad in Madhya Pradesh under the ‘Grasim’ brand.
To increase its reach and the market share, Grasim acquired a stake in L&T Cement Ltd in 2001. The share was subsequently increased to a majority stake by 2003, thereby becoming a pan India player and a national cement leader. In 2004, with Grasim acquiring the controlling stake in the company, L&T Cement Ltd was rechristened as UltraTech Cement.

FAITH FACTOR
Being India’s number one cement producer makes it imperative for UltraTech Cement to demonstrate the highest levels of quality and customer service. UltraTech has succeeded in its efforts to move from being seen as a mere commodity manufacturer in the mind space of its consumer to a customer centric company, delivering not just technically sophisticated products, but providing technical support and services as well.
ENGAGEMENT THAT ENTHRALS
UltraTech Cement’s unmatched combination of premium quality, enormous technological backing, a dedicated team of technicians and managers and a team of resourceful trade partners are responsible for placing UltraTech Cement so high in the consumers’ estimation. Television campaigns and a creative usage of the radio and outdoor media is also helping spread awareness about the brand. The UltraTech imagery and baseline “The Engineer’s Choice” has a distinct edge of modernity, which is more relatable with its products and lends the brand more reliability.
INNOVEDGE
UltraTech has instituted a competition for engineering/architecture students called “Innovate for India”. Apart from this, Birla white’s ‘Yuvaratna Award’ also encourages the architecture students to cross the boundaries of imagination and create innovative structures. The competitions recognising the architectural and engineering excellence have put the brand on a pedestal garnering aspirational value from the fraternity of students, architects, builders and the construction community.
BRAND EQUITY
UltraTech Cement is India’s largest single brand cement manufacturer and a key contributor to India’s cement industry holding a market share of 18 per cent among the country’s top five cement players. UltraTech lives and reflects the inherited core values of its parent organisation, the Aditya Birla Group. It is one of the most unique brands in its category.
While other cement brands garner perceptions based on generic attributes like strength and durability in the minds of their consumers, the consumer perception of UltraTech is built around the attributes of ‘modernity’, ‘quality’ and ‘technological superiority’ with strength and durability as basic factors.