PRESS RELEASE

25 June 2009

India’s first Superbrand in white cement. Birla White.

India’s ‘whitest white’ cement has notched up another first. Birla White cement has been elevated to the status of a ‘Superbrand’ by popular consensus among industry experts and consumers. This global acknowledgement places it in an elite league of the world’s best brands.Birla White is the only white cement company to be conferred Superbrand status.

Superbrand is a concept that started in 1993 in the UK to chronicle case studies of exceptional brands; to pay tribute to them and their brand guardians. Since then it has been replicated in 85 countries across five continents. So far 81 countries have already published 293 volumes featuring more than 12,000 case studies.

From inception the focus was on creating a premium position for the brand. Over the years the brand was nurtured well and advertised strategically to make it top of mind amongst customers.The communication was twofold: one directed towards influencers, like architects, builders and the other, towards end consumers.

An established pioneer of superior quality and innovation, Birla White has steadfastly been crossing many milestones since its inception in 1988. At the time of its launch, white cement was little known or used in the construction industry. Birla White single-handedly grew the market by focusing on ‘quality’ as a strong platform to establish superiority.
Today, through its efforts it is the largest manufacturer of white cement in South East Asia, and the sixth largest in the world, making it the first truly global Indian white cement brand.
Birla White being conferred the prestigious ‘Superbrand’ status is a fitting recognition for a brand, which has stamped a distinct mark in its area of specialisation: wall finishing and flooring.

Birla White draws much of its core values from its globally reputed parent company, the Aditya Birla Group.

Birla White has numerous distinctions to its credit. It has received internationally reputed certifications like the CE certification. Over time, Birla White has created a wide and innovative range of allied products, such as Birla White Wallcare Putty (a protective base for wall paints which prevent the paints from flaking), Birla White GRC (Glass Fibre Reinforced Concrete), Birla White Textura (ready-mix textured plaster), Birla White Kool n Seal (Elastomeric coating with dual properties of cooling and sealing) and Birla White Levelplast (superior substitute for POP). All of which comply with the highest international standards. Birla White Cement, Wallcare Putty, Textura and Levelplast have been approved as eco-friendly products by Indian Green Building Council.

High emphasis on technology and modern business practices has greatly bolstered the brand. Yesterday, Birla White was the country’s most preferred white cement brand. Today, it’s the worlds. A true Superbrand.

Superbrands has a rigorous two step selection process, which takes almost three months. First the consumer and then the Superbrands council members do the selection. The council members consist of eminent company heads who know what it takes to build successful brands. Participation in Superbrands is strictly by invitation. If the council and consumers have not selected a brand, it just cannot participate.

For this edition, 19,011 people participated in the exercise. More than 1.10 million scores were registered. Companies that had passed the industry’s scrutiny were then subjected to the evaluation of the Superbrands council. Fewer than 12 per cent from the original list have qualified.