Dalmia Cement reworks its portfolio, but will the consumer bite the bait?

In recent years, cement companies like Birla Corporation have also taken a similar path - come up with a flagship brand as part of its plans to become a national player

Certainly, cement is not a category that garners a tremendous amount of discussion, debate or interest beyond the basic needs of concrete construction. So what does a manufacturer do if it wants to get out of its comfort zone and command top of mind recall? First, establish a strong identity for its brands and second, give the potential customer a good reason to remember you next time she plans to spend money on a product from your industry. 

Dalmia Bharat Cement, the fifth largest cement producer in the country, is planning to just that by rationalising its brand portfolio, giving