Why Aditya Birla’s Ultravolt foray sent jitters through cable stocks

On September 3, the Aditya Birla Group announced its entry into India's wires and cables industry through the launch of Ultravolt, investing Rs 1,800 crore. The company claimed it would become one of the top two players in the segment within five years. However, the announcement caused market jitters among existing players, as evidenced by their falling stock prices.

Polycab India's market share fell by 15%, while KEI Industries, Havells India, and RR Kabel all dropped between 14-18%. India's wires and cables market is valued at Rs 1,24,085 crore and is projected to grow at 14.50% annually up to 2035. The group’s entry into the sector is timely due to strong growth projections in housing, infrastructure, industrial investment, and electrification.

The Aditya Birla Group's extensive network of manufacturing, distribution, and trading operations, along with its relationship with Hindalco Industries for copper supply, gives Ultravolt a potential cost advantage. However, experts suggest that the immediate concern may be margin pressure rather than a sharp drop in revenues. Copper futures have risen to a record high, making the availability of high-purity copper and supply-chain control potentially beneficial for Ultravolt.

The company also plans a pan-India rollout, leveraging UltraTech Cement's extensive network of dealers, contractors, and construction clients. The aggressive strategy employed by the Aditya Birla Group in the paints industry, where it captured a 5-6% market share within a short time, may be replicated in the wires and cables segment.

However, experts believe the outcome could be different due to the technical nature of cables and the competitive landscape.