UltraTech rolls out cement brand

UltraTech CemCo, an Aditya Birla group company has kicked off the launch of its cement brand 'UltraTech Cement', across the country. The company, which was the erstwhile cement division of Larsen & Toubro, will replace the 'L&T Cement' brand with UltraTech Cement, as the former can be used only till March 31, 2005.

The brand has been launched in Kochi and Bangalore. The group will launch the brand in Mumbai, the country's largest cement market, on October 21.

The Aditya Birla group through its flagship ""Grasim"" acquired a majority stake in UltraTech Cemco, the erstwhile cement division of Larsen & Toubro. Grasim holds a 51 per cent stake in UltraTech.

In Mumbai, the launch function is scheduled at the Turf Club, Mahalaxmi. "Invitations to all major cement stockists have already been sent", the official said.

UltraTech Cement will be the third national brand for the Aditya Birla group, along with Grasim's two brands "" 'Birla Plus' and 'Birla Super'.

Company officials did not confirm the launch of the brand in the northern region. The brand launch in other parts of the country is likely to be completed by December, company sources added.