Round – 1: Case Study

Starting with a 1 MTPA capacity with its first cement plant set up for Grasim and Indian Rayon in 1983,
Ultratech Cement Ltd. has shown massive growth with a current capacity of 117 MTPA in a time span
of only 38 years. Ultratech is the third largest global cement player (excluding China) and functions
through 22 integrated manufacturing units, 27 grinding units and 7 bulk packaging terminals spread
throughout India with international footprints in Sri Lanka, UAE, Bahrain and Bangladesh.

In 2018, Ultratech conducted brownfield expansion through the successful acquisition of Jaypee and
Binani that led to a 27 MTPA capacity addition. In the subsequent year, Ultratech became a market
leader in all regional markets through the acquisition of Century along with a 13.4 MTPA capacity
addition. Ultratech has also ventured into greenfield expansion by setting up own plants like Kotputli
(2009) and Dhar (2018). With 5477 Cr investment towards capacity addition, Ultratech is on the road
to be a 130 MTPA company with further brownfield and greenfield expansions planned in the coming
years.

Being the No. 1 cement company, Ultratech has transformed its vision to be “The leader in building
solutions”. The journey to this goal has been paved by setting up Ultratech- Building Products
Division which offers advance home building products such as waterproofing, tiles adhesives etc. and
Ultratech Building Solutions (retail outlets) to enable a hassle-free construction journey for its valued
customers. Ultratech is also India’s No. 1 Ready Mix Concrete supplier with more than 140 RMC state
of the art plants. However, Ultratech’s growth journey is not limited to just growth in business. At
Ultratech, business is done in harmony with the environment and the company has reduced carbon
dioxide emission by 2,250 tonnes per annum. Ultratech is indeed committed to its customers and to
the environment!

With reference to the above pointers and your knowledge about Ultratech, discuss some alternative
strategies and paradigm that will enable Ultratech to fast track its growth by 5 times in the next 5-
10 years.

Net Revenue
Year (In Crores)

2016-17 28,646

2017-18 31,872

2018-19 41,609

2019-20 42,430

2020-21 44,726

(While preparing your solution, please do not limit your thought process to your function.
Think like a leader and try to cover as many business aspects as possible)