Birla Tyre unveils new brand identity under new promoters, eyes global comeback

Birla Tyre has announced the launch of its new brand identity, including a new logo and a redesigned corporate website. The company says it reflects the renewed direction under its new promoters, a consortium led by Himadri Speciality Chemical and Dalmia Refractories.

"Birla Tyre’s new identity is a milestone in Birla Tyre’s transformation journey as the new logo that features a custom-designed wordmark symbolising speed and forward motion, paired with a striking tiger mnemonic—Tyger—that embodies power, agility, and leadership," a statement said.

The new brand features a vivid blue and orange palette, and is aimed at exhibiting an expression of "trust, optimism, and the brand’s drive to lead". "Together, these elements signal Birla Tyre’s renewed ambition and its commitment to winning in a rapidly evolving mobility landscape."

The new logo "encapsulates the essence of Birla Tyre", founded on three fundamental pillars: a legacy that motivates boldness, a product line that is prepared for the future, and an unwavering commitment to continuous innovation, a compan spokesperson said. "As this new identity signals Birla Tyre’s readiness to meet the evolving needs of the automotive industry with energy, innovation, and purpose.”

With the rebranding, the company aims to reposition Birla Tyre as a high-performance, future-ready brand in the Indian and global markets. The company says it'll roll out integrated marketing campaigns in the coming months, aimed at strengthening brand recall and connecting with both new-age and legacy customers.

With the new brand entity, Birla Tyre aims to focus on re-entering key markets, expanding distribution reach, and building a robust product portfolio.

The company says by blending its storied legacy with innovation, fresh capital, and a renewed customer focus, Birla Tyre aims to deliver cutting-edge solutions for the mobility and automotive sectors, both in India and globally.