UltraTech Cement, the flagship company of the Aditya Birla Group, has officially retired the iconic Sankar, Coromandel, and Raasi cement brands as part of a strategic brand integration initiative. This decision follows UltraTech's acquisition of The India Cements Ltd in December 2024. The integration, which commenced in April, aims to unify marketing processes and enhance cement quality by transitioning to blended cements. Sankar Cement, established in 1949, has played a crucial role in South India's infrastructure, contributing to landmark projects such as the Pamban Bridge and IIT Madras. UltraTech's Chief Financial Officer, Atul Daga, stated that the brand transition has already reached 58% completion, with a ₹601 crore investment earmarked for cost improvement initiatives. Furthermore, UltraTech is planning a substantial ₹4,400 crore investment to expand its production capacity and modernize operations, positioning itself to become the largest cement brand globally, outside China. The move may also pave the way for integrating the Conkrete Super King brand, associated with cricket star M.S. Dhoni, into UltraTech’s portfolio, although immediate plans for this have not been confirmed.