Birla Tyre has launched a refreshed brand identity, including a redesigned logo and corporate website, signaling a new phase in its journey following acquisition by a consortium led by Himadri Speciality Chemical and Dalmia Refractories. This transformation highlights the company’s efforts to reposition itself in both Indian and global markets.
A Visual Identity Rooted in Speed and Strength
The new brand identity features a custom wordmark inspired by speed and forward momentum. A key element is the introduction of a new mascot—“Tyger”—which symbolizes power, agility, and leadership. The logo’s blue and orange color palette is meant to represent trust and optimism, according to the company.
More Than Just a Makeover
A company spokesperson emphasized that the rebranding goes beyond visual elements. It is meant to reflect the company’s core focus areas: its legacy, future-ready product offerings, and a renewed commitment to innovation. The rebranding, they said, is a “reaffirmation of our dedication to purposeful development and progress.”
Marketing Push and Expansion Plans
As part of the brand refresh, Birla Tyre plans to roll out a series of promotional campaigns across digital media, TV, print, and outdoor platforms. These efforts aim to boost brand recognition and engage both loyal and new customers across regions.
Backed by Fresh Capital and Restructuring
Following the ownership change, Birla Tyre has received new investments and undergone operational restructuring. The company now aims to re-enter key markets, broaden its distribution network, and develop products aligned with modern mobility trends and consumer expectations.
Legacy Brand with a New Direction
Birla Tyre has long been known for its durability and quality, especially in the commercial and off-road segments. After facing significant challenges, the brand is now being revitalized with a focus on innovation and strategic market positioning.
Reflecting Industry-Wide Transformation
The company’s rebranding comes at a time of consolidation in India’s tire industry, where firms are redefining their strategies to stay competitive. Birla Tyre’s transformation is an effort to adapt to changing market dynamics while leveraging its established brand legacy.
