ACC to focus house builders with new Concrete+

ACC Limited, a part of Holcim Group, today launched its new cement brand Concrete+ in Pune. The company is targeting individual house builders as 90 per cent of sales come from this segment. With this new product, ACC expects to register 20 per cent additional sales. The product is priced at Rs 300 per 50 kg bag as compared with Rs 285 of normal branded cement. It also comes with free services for the customers such as assisting in cost estimation, testing of ingredients, site visits and slab supervision.

Speaking on the occasion Ramit Budhraja, chief executive-south and west, ACC Limited, said, "The new brand is technologically advanced cement specially formulated for concreting. This product will cater to the requirements of individual home builders.This is a more eco friendly product which reduces pollution by 20 per cent and increases durability by 25 per cent. It has a special concrete application. For this, we are ramping up the capacity of Wadi and Chanda plant as per the demand and already up-graded these two facilities."

 

"Our aim is to attract individual house builders with this product as  90 per cent of sales come from this segment. Even though, considering current market conditions, we have targeted to sell 10 lakh tonnes of this new cement product by end of 2011," he added.

The company has set up a new plant in Chanda near Chandrapur in Maharashtra and upgraded its Wadi plant in Karnataka with the total investment of Rs 3000 crore to increase the capacity and to produce newly launched cement product. The company has total 16 cement manufacturing plants across India which produces 30 million tonnes of cement every year. ACC’s Wadi Plant, Karnataka has the one of the largest kiln installed with a capacity of 12,500 tonnes per day.

Concrete+ has already launched at Nagpur, Amravati, Bangalore and Hyderabad. According to the company, it is produced by inter-grinding high strength cement clinker with high quality processed fly ash. This product utilises fly ash (a hazardous industrial waste) to help conserve natural resources and makes it an eco-friendly product.