Karsanbhai Patel's Nirma looks to establish a market for new cement labels

Nirma acquired Lafarge India's cement assets through its wholly-owned subsidiary Nirchem Cement at an enterprise value of over $1.4 billion in October 2016

For Karsanbhai Patel’s Nirma, the past is never far from its present efforts and businesses. Especially as the detergent brand that challenged multinational giants Hindustan Unilever (HUL) and Procter & Gamble (P&G) way back in the eighties with its sharp marketing tactics and memorable advertising jingles gets into campaign mode for its cement acquisitions Duraguard and Concreto. 

Nirma has jumped into the ongoing cricket spectacle that is the Indian Premier League  (IPL) as the principal sponsor for the Virat Kohli-led Royal Challengers Bangalore (RCB) to raise awareness and recognition for the cement brands it acquired after its purchase of the erstwhile