** Shares of Ambuja Cements ABUJ.NS rise as much as 4.3% to 563.50 rupees
** Adani owned Ambuja Cements' board approves amalgamation to merge ACC ACC.NS and Orient Cement ORCE.NS into Ambuja
** ** Shareholders holding 100 shares each in ACC and Orient will receive 328 and 33 shares of ABUJ, respectively
** Emkay sees transaction as neutral with a slight negative bias for ACC shareholders while mildly positive for Orient shareholders
** ACC down 1.63%, ORCE up 6.2%
** JPM says pan-India operations should help ABUJ optimise costs and improve sale of more premium brands over time-company expects to operate both the Ambuja and ACC brands post merger
** ABUJ says promoter group stake will be 60.94% from 67.65% post all ongoing proposed mergers
** Analysts have a "buy" rating for ABUJ and ACC has "hold" rating on avg - data compiled by LSEG
** YTD, ABUJ up ~4% while ACC and ORCE decline 14% and ~48%
(Reporting by Urvi Dugar in Bengaluru)
((UrviManoj.Dugar@thomsonreuters.com;))