BIRLA SAMRAT UNIQUE, PREMIUM QUALITY DURABLE & STRONGEST CONCRETE CEMENT, LAUNCHED IN KOLKATA

Birla Corporation Limited has introduced the most advanced premium Portland Slag Cement, BIRLA SAMRAT UNIQUE, for all types of construction. The product is compatible with Indian climatic conditions, ensuring unmatched quality, to make it durable and the strongest concrete cement. The brand was launched at a befitting ceremony in Kolkata on 24 October 2011, in the presence of the seniormost corporate executives of the Company, as well as those from Durgapur Cement Works and Durga Hitech Cement. A significant number of marketing associates of the Cement Division of Birla Corporation Limited was present at the launching ceremony to welcome the new brand. It comes in pilferage and tamper-proof packing, ensuring zero loss and freshness till finish. The product is an offer by Durgapur Cement Works, which has two production facilities in Durgapur. It is the largest single location cement manufacturing unit in West Bengal. Shri B R Nahar, ED & CEO, Birla Corporation Limited, launching the brand said, the move was a step towards offering value added products for the discerning consumer of cement. He hoped the BIRLA SAMRAT UNIQUE brand, with high fineness, would satisfy all kinds of consumers in the Company’s marketing regions in and around Kolkata, to begin with. Shri G Jayaraman, Executive President, laid emphasis on proper marketing of the product so that it could be available easily.

The Birla Samrat UNIQUE brand being launched in Kolkata

The Birla Samrat UNIQUE brand being launched in Kolkata

Dr D Ghosh, Sr. Joint President, New Projects and R&D, explained the technological superiority of the product, underlining its distinction compared to similar varieties available in this part of India. He emphasized on the intensive research effort that paved the way for the making of the BIRLA SAMRAT UNIQUE brand of cement. Shri Tarachand Jain, Sr. Joint President (Marketing), referring to the market share of the Company’s cement brands said, during the past three years, Kolkata had responded very well to the products. He appreciated the highly positive role of the Company’s trade associates, and lauded their contribution to its growth. The substantial improvement in volume growth was because of their support only, he added. Shri Jain also explained the brand positioning exercise undertaken by the marketing department. BIRLA SAMRAT UNIQUE has been developed after intensive research by the Company’s Research & Development wing. West Bengal, having an aggressive climatic condition, being nearer to the sea, its concrete structures, made of Ordinary Portland Cement, is prone to fast deterioration. BIRLA SAMRAT UNIQUE, under these conditions, can make the superior kind of concrete to withstand environmental vagaries. Slag cement is a mixture of high quality Portland cement clinker and superior quality dry granulated slag, rich in reactive silica, which has excellent properties and help in maintaining very high fineness in cement. The clinker is resourced from the Company’s unit, Satna Cement Works, at Satna (Madhya Pradesh). With increased fineness, the cement paste spreads in the large surface area of concrete ingredients and produces dense and impermeable concrete. The durability of the concrete structure increases manifold. The 9-fold benefits of BIRLA SAMRAT UNIQUE are:

Low heat of hydration, resulting in reduction in cracking Lower chloride content to minimize corrosion in steel Higher fineness for improvement in workability (high bonding and workability

without increasing water-cement ratio) Segregation-free cohesive concrete mix for excellent finish, ensuring longevity of

constructions Improved resistance to Sulphate attack Resistance to alkali-aggregate reaction Higher long-term strength over Ordinary Portland Cement Pilferage and tamper-proof packing Durable and strongest concrete cement

All buyers of the brand can avail themselves of advisory support by the Company’s Technical Consumer Services Cell, manned by qualified civil engineers who provide consumers with all kinds of after-sales support, covering the entire range of pre-

The Birla Samrat UNIQUE brand being launched in Kolkata

construction guidance. The experienced TCS team does not only handle constructional problems but also ensure cost-effective, durable and safe construction.

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