Steel Meets Strategy: Aditya Ultra Steel Taps Kirin Advisors for PR Mandate Ahead of Expansion Push

Aditya Ultra Steel Ltd has announced its intent to enter into a strategic contract with Kirin Advisors for public relations and brand communication services. The move comes as the company prepares for its next phase of growth following a successful IPO and operational ramp-up in Gujarat.

Key Highlights From the Engagement

- The proposed agreement will cover corporate communications, investor relations, and brand positioning across digital and traditional media  
- Kirin Advisors is expected to support Aditya Ultra Steel’s outreach to institutional investors, retail stakeholders, and infrastructure clients  
- The PR mandate aligns with the company’s post-listing visibility goals and its ambition to expand into Tier-2 and Tier-3 markets  
- The engagement will also include reputation management and ESG narrative development, given the company’s focus on green manufacturing practices  
- The board has approved the contract in principle, with final execution expected in the coming weeks  

Strategic Context and Brand Objectives

- Aditya Ultra Steel manufactures TMT bars under the Kamdhenu brand and operates a 108,000 MT facility in Rajkot  
- The company reported a 185 percent jump in PAT in FY24 and is targeting higher-margin product lines and export markets  
- Kirin Advisors has previously handled mandates for SME-listed firms and IPO-bound companies, bringing sectoral expertise to the table  
- The partnership is expected to enhance stakeholder engagement and support long-term brand equity creation  

Sources: Reuters India Business Feed, Chittorgarh IPO Tracker, Aditya Ultra Steel Ltd regulatory filings, Screener.in, Economic Times Markets, Kirin Advisors corporate profile, Moneycontrol SME Desk