Ultratech Cement History And Marketing Strategies

Brand name– Ultratech.
Founder- Kumar Mangalam Birla. (Aditya Birla Group).

Ultratech cement is a popular product in the Indian market. It is now the largest producer of cement in India.

It has built its trust over the years in the market and now is one of the top producers in the country even sending its cement to other countries.

How it all started

Ultratech started with an idea to bring innovation with its manufacturing plant which uses ultra-modern technology and imported machinery to produce cement.

Cement is the second largest consumed product after water and venturing into this field is profitable.


 Ultratech cement was launched in the year 1983 and has given tough competition to rival companies and now is one of the largest producers of cement in the Indian market.

Ultratech being part of the Aditya Birla Group and has an annual production of 102 million tonnes. This massive production makes Ultratech not only the biggest in India but also a leading cement producer globally.

Ultratech sets a new record as it is the largest manufacturer of ready mix concrete, grey cement, and white cement in India. They have installed a capacity of more than 80 million tonnes per annum of grey cement.

Ultratech send its cement to other countries like UAE, Bangladesh, Bahrain, and Sri Lanka under the brand name Birla white.

They have a white cement plant with a capacity of 0.56 MTPA. Ultratech promises to provide strength, reliability, and innovation in its products.

They have their plants in Awarpur and Ratnagiri in Maharashtra also in Jafrabad and Magdalla in Gujarat.

Also, they have plants in Hiromi, Arakkonam, Tadipatri, Jharsuguda, and Durgapur located in Chhattisgarh, Tamil Nadu, Andhra Pradesh, Orissa, and West Bengal respectively.

Ultratech Cement Marketing strategy and its successes

Quality and the variety of the product- 

Quality is the number one priority of Ultratech to sustain the market so, all the plants of Ultratech are ISO 14001 Environment Management System’s certified sustain to OHSAS 18001 standards.

They use top-notch technologies and have taken various measures to save the environment and take pollution control measures.

They produce in their plant a variety of cement-like the traditional Grey cement then Ready Mix Concrete, White cement, Portland blast furnace slag cement, Ordinary Portland cement, and Portland Pozzolana cement.

Ultratech Cement offers Concretes like Luis, Litecon, Duracon, Colourcon, Fibrecon, Thermocon, Hyperion, Pervious, Décor, Free Flow, and Stainless.

Ultratech also manufactures Tile Adhesive, Repair products, flooring screeds, waterproofing products, Industrial/ Precision Grout, Plasters, Masonry products, Autoclaved Aerated Concrete Block.

All these products are sold under various brand names like Birla White, Ultratech Building Solution, Ultratech Xtralite, Ultratech Cement, and Ultratech Ready Mix Concrete.


The pricing strategy is based on the product’s quality and the other factors which are responsible for the price to fluctuate.

The brand sets the price according to the demand in a particular region and the transportation cost sets the market price of Ultratech.

The prices are also set according to the price of the raw materials and labor costs.

The demand in southern regions is low whereas the eastern and western sides experience higher rates. The company also gives discounts to bulk orders and regular customers.


Global presence of the brand- 

Ultratech is one of the top-selling cement in India and with the rising demand of cement in India they have stated their supply chain in other parts of the country and countries.

Ultratech Cement has 20 integrated plants, 26 grinding units, and 7 bulk terminals. The brand is spread across India, UAE, Bahrain, Bangladesh, and Sri Lanka.

Ultratech Cement is also one of the largest exporters of cement and fulfilling the demand in the countries around the Indian Ocean and the Middle East.

And currently has more than 100 Ready Mix Concrete plants in 35 cities, serving its customers since 1983.

Popular parent company- 

Ultratech is a product of the Aditya Birla Group, which also happens to have many other ventures in India and is one of the top multinational companies in India.

Their ventures include telecommunication, textile, finance, carbon black production, and many others.

They are ranked first in the production of Viscose fiber and have also ranked second in the telecom industry. All these show the popularity and brand value of Aditya Birla Group in India making Ultratech a popular product in India.


Ultratech was awarded for being the top exporters of the Chemicals and Allied Export Promotion Council, year after year.

Ultratech has also won the Capexil Certificate of Export Recognition in the years 2000, 2002, and 2003 being the Top Exporter Cement, Clinker, Asbestos, and Cement Products.

They also won the Bhartiya Udyog Ratan Award presented to Sh. KYP Kulkarni by Indian Economic Development and Research Association (IEDRA) for good quality of cement to customers, New Delhi in 2004.

The super brand council honored it with the SUPERBRAND award for 2011 and 2012. 


The campaign is an important part of promoting a product by any company. Ultratech took the help of advertisements in various communication mediums like television, print media, and sponsorships to familiarize its products to possible customers.

The brand came up with an innovative campaign to capture the strength durability of Ultratech cement.

The commercial came with the tagline “The Engineers Choice” depicting the premium quality and suggesting that qualified engineers approve the brand.

Ultratech Cement has sponsored various sport events like cricket and hockey. Ultratech also promoted the Chak De India to promote its brand.

They associated themselves with cricket teams like Rajasthan Royals and Deccan Chargers team in IPL. 


Ultratech is the second-largest producer of cement in India. It has held up its brand value to its customers and constantly building up trust.

They have always strived to produce newer and advanced products that offer durability to the customers.

Cement being an important element for any construction needs to offer strength and Ultratech can provide it to its customers.

Aditya Birla group has built new opportunities in India by employing thousands of Indians and constantly engaging themselves to have a sustainable environment.

They have held up to its motto in building stronger relationships between customers and their brand. They are and will be one of the first companies to bring innovation to the cement industry.

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