Strategic Expansion - Business Outrank

India’s cement giant, UltraTech Cement is rather surprisingly venturing into the wires & cables industry with an enormous investment of ₹1,800 crore in a new plant in Bharuch, Gujarat. The project is expected to be completed by December 2026 and will be funded through internal accruals and borrowings. The company is anticipating the potential revenue from this venture to be ₹7,000 crore with average margins of 10-12%. This strategic diversification will create new growth opportunities, but at the same time raises concerns about capital allocation and the impact on UltraTech’s core valuation. As things stand with the Aditya Birla Group, some people have wondered if this expansion should not have been done through Grasim Industries, which currently handles diversification into paints and B2B chemicals. Grasim’s similarity to existing business lines makes it a better candidate for the job in terms of capital efficiency. However, this move might also be seen as a forward integration for the Aditya Birla Group. As Hindalco, another group company, is a big producer of copper and aluminium, UltraTech can possibly use in-house raw materials to enhance synergy and reduce costs. Almost 30% of the Indian wires & cables market is still unorganized, and established players can capture market share from here. If executed strategically, UltraTech, a strong brand trust and distribution network can make significant inroads in this space. However, it will have to compete with industry leaders like Polycab, KEI, Finolex and Havells. Can UltraTech create a ‘Paints Moment’ for Grasim and disrupt the market or will this diversification weaken its core focus? The next few years will reveal whether this bold move was a wise use of capital or a cautionary tale.

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