Birla Tyre unveils new brand identity under Himadri-led consortium
on Wednesday unveiled its new brand identity, including a redesigned logo and corporate website, marking a fresh strategic direction under its new promoters a consortium led by
Himadri Speciality Chemical Ltd
and Dalmia Bharat Refractories.
The rebranding comes as the Kolkata-based tyre maker, once part of the BK
Birla Group
, aims to reposition itself as a high-performance, future-ready brand for the Indian and global markets, after being acquired through the corporate insolvency process.
The new logo features a custom wordmark symbolising speed and forward momentum, along with a tiger symbol, representing power and agility, the company said in a statement.
The rebranding follows the final acquisition of Birla Tyre, which became a wholly owned subsidiary of Himadri Speciality Chemical Ltd (
HSCL
) effective April 7.
It was established in 1991 as part of Kesoram Industries and was demerged for turnaround, which did not succeed.
HSCL, a leading manufacturer of carbon materials and chemicals, had partnered with Dalmia Bharat Refractories to acquire Birla Tyre in October 2023. The ₹347 crore resolution plan involved a total debt of ₹1,000 crore and a liquidation value of ₹335 crore.
The company now plans to roll out
integrated marketing campaigns
to connect with both new-age and legacy customers, the statement said.
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