Adani has quickly become India’s second-largest cement brand, posing a threat to UltraTech’s market dominance.
Altratech was formed by merging two companies
UltraTech faced challenges in creating brand identity
UltraTech increased production capacity through acquisitions.
UltraTech’s strategic acquisitions for market dominance
UltraTech became the first company in the world to exceed its capacity of 100 million tons.
Adani Group’s major entry into cement market
Adani Group aims to increase cement capacity to 140 MTPA by 2028.
Adani is making a big impact in the cement industry
UltraTech Cement’s current capacity is 152 million tons, surpassing US and European capacities combined.
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“The Cement War: Adani vs Birla | UltraTech & ACC & Ambuja Case Study
Adani has quickly become India’s second-largest cement brand, posing a threat to UltraTech’s market dominance.
Kumar Mangalam Birla took 57 years to bring UltraTech to its current position, while Gautam Adani achieved the same in just 3 years.
The aggressive battle for the top position in the cement market has led to UltraTech being dubbed as ‘The Great Cement War’.
Altratech was formed by merging two companies
Altratech was formed by merging Grasim Cement of Aditya Birla Group and L&T Cement
Grasim Cement purchased L&T Cement gradually starting in the year 2000
UltraTech faced challenges in creating brand identity
Entry as a separate entity in the market led to failure in brand identity and loyal customer base
Preference for Ambuja and ACC increased due to UltraTech’s new name
UltraTech increased production capacity through acquisitions.
Acquired existing Star Cement facilities to expand capacity to 52 MTPA.
Growth strategy involved setting up new factories and strategic acquisitions.
UltraTech’s strategic acquisitions for market dominance
UltraTech realized limited market reach and strategically acquired multiple companies to establish presence across India.
The acquisitions included taking over cement units in various regions like Gujarat, North India, Central India, and expanding to other regions as well.
UltraTech became the first company in the world to exceed its capacity of 100 million tons.
UltraTech acquired Century Textiles’ cement business to strengthen its presence in East, West, North, and Central India.
UltraTech recorded a profit of 4476 crore in the financial year 2019-20, marking a significant achievement.
Adani Group’s major entry into cement market
Adani Group acquired Ambuja and ACC Cement in a $000 deal in September 2022
The acquisition made Adani Group the second largest player after UltraTech in the cement industry
Adani Group aims to increase cement capacity to 140 MTPA by 2028.
Adani Group has been acquiring companies to achieve this goal.
The sudden entry into the cement business is due to rapid infrastructure development in India.
Adani is making a big impact in the cement industry
India is the second largest cement producer in the world, but with low per capita consumption compared to China.
Adani sees potential in the growing cement consumption and has entered the cement industry.
UltraTech Cement’s current capacity is 152 million tons, surpassing US and European capacities combined.
Kumar Mangalam Birla is the owner of UltraTech Cement.
UltraTech Cement’s capacity is 1.5 times that of all US cement companies and 80% of the capacity of 20-22 countries in Europe.
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