Kesoram Industries launches revamped brand

The B.K. Birla-led Kesoram Industries Thursday launched a new brand aimed at extending uniformity to the identities to its key businesses - tyres and cement.

"The objective of the campaign is to create a streamlined branding communications platform for Kesoram and to showcase a consistent branding that all the businesses within Kesoram are part of the same entity," CEO (business operations) Arvind Singh told media persons during the brand launch here.

The new brand strategy has been done by Singapore based Grey Worldwide.

Talking about its business, Singh said the company continues to be profitable but due to slowdown, the profitability has retreated from its peak.

"The two-wheeler tyre sales have gone up by over 25 percent compared to last year. And our overall tyre business is slated to do better after we negotiated contracts for increased supplies to OEMs both in the two wheeler as well as commercial vehicle business," he said.

Singh said the company's turnover currently stood at Rs.6,000 crore with nearly 60 percent of it coming from tyre business, 35 percent from cement and the remaining from its rayon business.

The new brand strategy comes at a time when the company is looking to increase its presence in the domestic market and boost its tyre exports business.

"Besides consolidating our domestic presence we are also looking towards foreign shore not only in terms of exports but also through association," said Singh.