The Aditya Birla group had recently acquired Novelis who was the world’s leading player in the fields of aluminum rolling and recycling.

Now, the Novelis is ready to sale its product line into India. The company has targeted to mark the entry of their products, such as cans, automotive components and lithographic products in this financial year in Indian market.

Martha Brooks, Novelis president and CEO, said that in the long run, the company would consider for manufacturing these products in India.

Martha said:

The company would bring in the cans first because the demand for this product is likely to go up with disposable incomes growing as they are in India. We would certainly look at manufacturing at a later date, when the market size is viable.

Brooks also cited an example of Brazil, where the cans market grew at rapid speed. Brooks said that the company had started the business from zero and created a market of 14 billion cans per annum in only 10 years.

Novelis produces premium sheet and foil for high-value markets. It produces estimated 19% of the world’s flat-rolled aluminum products and it is the market leader in the production of rolled products in Europe, South America and Asia. The company is the second largest producer in North America.

The Company has started various tasks in India. The company knows better that there is not a single beverage can manufacturing unit in India at present. According to an Industry analyst, the demand for beverage cans has grown up in India. They are all currently imported.

With the help of Hindalco, Novelis would definitely succeed to tap this hidden potential and would create an industry in the country. The message is very much clear that if India has to catch up with China, the market for value-added products such as aluminium cans and automotive components will be driving forces.

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