Staff Writer
Kolkata: Birla Tyre has announced the launch of a fresh brand identity, marking a significant step in the company’s transformational journey under its new ownership. The unveiling includes a revamped logo and a redesigned corporate website, signalling a bold new era for the tyre manufacturer as it seeks to reposition itself as a high-performance, future-ready player in the mobility industry.
This rebranding initiative comes under the leadership of a consortium of new promoters, led by Resolution Applicant Dalmia Bharat Refractories Limited (DBRL), in strategic partnership with Himadri Speciality Chemical Ltd (HSCL). The initiative is intended to reflect not just a visual overhaul, but a deeper strategic pivot in Birla Tyre’s market orientation, brand philosophy, and operational focus.
The new logo features a sleek, custom-designed wordmark that evokes speed and forward momentum—traits essential in the fast-evolving automotive landscape. Central to the brand’s refreshed identity is a powerful new mascot—a tiger mnemonic aptly named “Tyger.” This symbol, with its dynamic stance, aims to embody power, agility, and leadership. The logo’s vibrant Blue and Orange colour palette is intended to convey trust, optimism, and a bold commitment to growth.
Speaking at the launch event, Mr. Anurag Choudhary, Chairman cum Managing Director & CEO of Himadri Speciality Chemical Ltd, emphasized the strategic vision behind the rebranding. “This rebranding is more than merely a visual transformation; it is a reaffirmation of our dedication to purposeful development and progress,” he stated. Mr. Choudhary noted that the brand’s new identity serves as a beacon of intent to deliver excellence and remain aligned with global standards in mobility solutions.
Echoing this sentiment, Dr. Chandra Narain Maheswari, Whole Time Director & CEO of Dalmia Bharat Refractories Limited, underlined the brand’s foundational principles. “Our new logo encapsulates the essence of Birla Tyre, which is founded on four fundamental pillars: a legacy that motivates boldness, a product line that is prepared for the future, an unwavering commitment to continuous innovation, and a oneness with the world around us,” he said. Dr. Maheswari added that the rebranding signals the company’s readiness to meet the dynamic and changing needs of the automotive industry with renewed energy, innovation, and purpose.
The transformation extends beyond visual aesthetics. Birla Tyre is gearing up to launch integrated marketing campaigns across digital, television, print, and outdoor platforms to enhance brand recall and engage with both its traditional customer base and newer, tech-savvy audiences. These campaigns aim to communicate the brand’s updated ethos while reinforcing its longstanding reputation for quality and reliability.
The rebranding initiative is part of a larger corporate strategy that includes operational restructuring, infusion of fresh capital, and strategic clarity to support Birla Tyre’s re-entry into key domestic and international markets. With renewed momentum, the company plans to expand its distribution network, strengthen partnerships, and roll out a robust and relevant product portfolio tailored to modern mobility demands.
As Birla Tyre turns the page on a new chapter, the brand’s leadership remains confident that this transformation will not only reinvigorate its market presence but also establish it as a forward-looking leader in the tyre industry—ready to embrace innovation, sustainability, and customer-centric growth.
