KOLKATA, : Birla Tyre on Wednesday unveiled its new brand identity, including a redesigned logo and corporate website, marking a fresh strategic direction under its new promoters — a consortium led by Himadri Speciality Chemical Ltd and Dalmia Bharat Refractories.
The rebranding comes as the Kolkata-based tyre maker, once part of the BK Birla Group, aims to reposition itself as a high-performance, future-ready brand for the Indian and global markets, after being acquired through the corporate insolvency process.
The new logo features a custom wordmark symbolising speed and forward momentum, along with a tiger symbol, representing power and agility, the company said in a statement.
The rebranding follows the final acquisition of Birla Tyre, which became a wholly owned subsidiary of Himadri Speciality Chemical Ltd (HSCL) effective April 7.
It was established in 1991 as part of Kesoram Industries and was demerged for turnaround, which did not succeed.
HSCL, a leading manufacturer of carbon materials and chemicals, had partnered with Dalmia Bharat Refractories to acquire Birla Tyre in October 2023. The Rs 347 crore resolution plan involved a total debt of Rs 1,000 crore and a liquidation value of Rs 335 crore.
The company now plans to roll out integrated marketing campaigns to connect with both new-age and legacy customers, the statement said.
