Birla Tyres returns to the market

Indian Birla Tyres has resumed production at 10% capacity under new ownership and plans to increase this to 100% over the next two to three years, as well as start exporting to the Middle East and Africa.

Birla Tyres, founded in 1991 as part of the Kesoram Industries holding, was acquired by Himadri Speciality Chemical and Dalmia Bharat Refractories in 2023, with Himadri now holding a controlling stake in the company.

According to Anurag Choudhary, Managing Director and Chairman of the Board of Himadri Speciality Chemical, the company is currently producing tires for trucks and specialized equipment used in agriculture, mining, and other industries, with the plant in Balasore (Odisha state) having a capacity of around 400 tons of products per day.

"The brand recognition of Birla Tyres is huge," he said, adding that in the future, the company intends to enter the market for passenger car tires, including electric ones. At the same time, Birla has no plans to start producing tires for two-wheelers, which are popular in the country.

In June 2023, Birla unveiled its updated corporate identity, based on the company's signature logo and mascot, a tiger named Tyger, which "symbolizes strength, agility, and leadership". The logo features blue and orange colors, "reflecting trust and optimism".

As noted by the company, the update of the identity is "not just visual changes, but a confirmation of our commitment to purposeful development and progress". A marketing campaign will be launched soon to increase brand recognition on the Indian and international markets.