Hindalco eyes new brand identity to unlock value

Pai expects the higher margins of this business and its value-added nature to enrich Hindalco's valuations

- Nehal Chaliawala

Hindalco Industries Ltd on Thursday said that it will reposition itself as a value-added solutions provider to move away from its identity as a commodity company, mirroring the trend across the wider Aditya Birla Group.

The producer of aluminium and copper wants to reposition itself as a provider of customized products to its customers. The rebranding is an effort by the company to achieve a better valuation that is usually rewarded by the public markets to consumer-facing companies, said Satish Pai, the company's managing director.