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 Companys 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 Companys cement brands said, during the past three years, Kolkata had responded
very well to the products. He appreciated the highly positive role of the Companys 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
Companys 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 Companys
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 Companys
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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