₹18b investment and 700 distributors: Aditya Birla Group launches Ultravolt wires and cables business

Aditya Birla Group has entered the wires and cables business with an investment of INR 18 billion (USD 190 million), launching the new business under the name Ultravolt.

Chairman Kumar Mangalam Birla said the group's experience with aluminium and copper will be important in the new business, particularly for maintaining product quality, performance and consistency. 

He added, "Our core right to win is rooted in a deep understanding of the product and its underlying components.”

According to the group, copper and aluminium together account for around 80 per cent of the cost of wires and cables.

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The group has built a manufacturing plant in Bharuch, Gujarat, which it says is the second-largest among existing facilities in terms of capacity. Ultravolt is starting operations with a presence across 500 districts and 6,000 PIN codes, supported by a network of more than 700 distributors.

Dilip Gaur, a director at the group, said Ultravolt aims to become the second-largest player in the wires and cables category within the next three to five years. The group’s USD 190 million investment will support its expansion in the segment.

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Birla explained that growing urbanisation, electrification and digitisation are expected to drive demand for wires and cables in India. The modernisation of the power grid, expansion of renewable energy, metro rail projects, electric vehicles and the growth of data centres are also expected to increase demand for specialised cables. 

"We are seeking to create at launch what has taken many incumbents decades to build.” He added. Ultravolt is starting with a wide distribution network, rather than building its market presence gradually over several years. The group is entering the segment after launching businesses in paints, B2B e-commerce and jewellery retail in recent years.

For the new wires and cables business, the group's experience with aluminium and copper will remain a key part of its manufacturing plans, given the importance of both metals in the cost and production of these products.