The new brand identity was created by Grey Group Singapore. The group is planning slew of new advertising campaign, including a commercial for the company and its products.
"The new brand would extend uniformity to the identities of Kesoram and its various business divisions. We are seeking our brand and the visual identity that personifies it to be representative of the progress that we have seen and are seeking as we look ahead," said company CEO (operations) Arvind Singh,
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Kesoram's main businesses include cement and tyre. It sells cement under the brand name 'Birla Shakti' and 'Vasavadatta', and tyres under the 'Birla Tyres' brand.
On company finances, Singh said the plan was to reduce the debt as Kesoram Industries , is looking to bring down its debt equity ratio from 4.5:1 to 3:1 over the next two years. The company's debt as of now stands at around Rs 4800 crore.
"We are taking steps to bring down the debt equity ratio. We are bringing the inventories down and reducing the collection cycle. We are asking for faster repayment from our customers," Singh said.
"In the current financial year (2013-14) our working capital requirement would be lower by Rs 300 crore compared to last year.
In July, the promoters of Kesoram raised their stake to 49.28 per cent from 27.22 per cent through a Rs 416 crore rights issue "Proceeds from the rights issue were used to repay the debt," added Singh..
According to him Rs 230 crore will be invested for the completion of its Balasore unit for passenger car radial. The project has already seen an investment of Rs 480 crore.