Birla Plus rechristened as UltraTech Cement

New Delhi, Oct 22 (UNI) Grasim Industries Ltd, a flagship of the Aditya Birla Group, today announced that it has brought its two umbrella brands -- Birla Plus and UltraTech Cement -- under a single brand 'UltraTech Cement.' ''Birla Plus is now UltraTech Cement,'' said Mr O P Puranmalka, Group Executive President and Chief Marketing Officer, Aditya Birla Group (Cement Business).

He said there will now be only one national brand viz UltraTech, adding that only the name of Birla Plus has been changed, everything else remains the same.

''While both the brands have different identities and personalities, the core or the soul of both the brands is same,'' Mr Puranmalka said.

UltraTech's distribution network will be pan-India with over 14,000 dealers and 60,000 retailers.

It plans to boost capacity to 46 million tonnes by 2008-09 from 31 million tonnes, he said.

Cement companies are running plants at full capacity to feed a fast expanding economy and producers have pledged to add another 100 million tonnes of capacity by 2009-10 to the existing 177 million tonnes a year.

UNI