<p>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.</p>.<p>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.</p>.<p>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.</p>.<p>The rebranding follows the final acquisition of Birla Tyre, which became a wholly owned subsidiary of Himadri Speciality Chemical Ltd (HSCL) effective April 7.</p>.<p>It was established in 1991 as part of Kesoram Industries and was demerged for turnaround, which did not succeed.</p>.<p>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.</p>.<p>The company now plans to roll out integrated marketing campaigns to connect with both new-age and legacy customers, the statement said. </p>
<p>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.</p>.<p>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.</p>.<p>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.</p>.<p>The rebranding follows the final acquisition of Birla Tyre, which became a wholly owned subsidiary of Himadri Speciality Chemical Ltd (HSCL) effective April 7.</p>.<p>It was established in 1991 as part of Kesoram Industries and was demerged for turnaround, which did not succeed.</p>.<p>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.</p>.<p>The company now plans to roll out integrated marketing campaigns to connect with both new-age and legacy customers, the statement said. </p>