MUMBAI: Birla Tyre has rolled out a bold new brand identity, complete with a redesigned logo and a revamped website, as the company shifts gears under new ownership. Led by Dalmia Bharat Refractories Ltd (DBRL) and strategic partner Himadri Speciality Chemical Ltd (HSCL), the relaunch signals Birla Tyre’s ambition to reclaim relevance in a fast-evolving mobility landscape.
At the heart of the rebrand is ‘Tyger’ — a sleek new mascot that channels power, agility and leadership. The custom-designed wordmark evokes speed and momentum, while a punchy blue-and-orange palette adds flair and optimism. Together, they set the tone for a company itching to make tracks again.
Speaking on the occasion, Himadri Speciality Chemical Ltd chairman cum managing director & CEO Anurag Choudhary said, “This rebranding is more than merely a visual transformation; it is a reaffirmation of our dedication to purposeful development and progress.”
Dalmia Bharat Refractories Ltd whole time director & CEO Dr. Chandra Narain Maheswari further added, 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 world around us. As this new identity signals Birla Tyre’s readiness to meet the evolving needs of the automotive industry with energy, innovation, and purpose.”
The brand refresh is backed by a deeper overhaul — new capital, sharper strategy, and operational rejig. With distribution expansion, product innovation, and aggressive marketing in the pipeline, Birla Tyre is steering hard into the future. Integrated campaigns across TV, digital, print, and outdoor media are expected to follow shortly.
The company now aims to regain traction in key markets and win back mindshare.