Ramco Cements has unveiled Hard Worker, a new brand identity for its construction chemicals business, as part of its strategy to evolve from a cement producer into a comprehensive construction solutions provider. The portfolio currently includes 20 specialised products such as tile adhesives, waterproofing solutions, bonding agents and repair mortars, all manufactured in-house.

The Construction Chemicals division generated Rs 2.10 billion in revenue last year, and with the launch of Hard Worker, the company has set a target of Rs 20 billion over the next four to five years. Ramco said it plans to expand the portfolio further, with another 20 products expected to be added soon.

The new brand is being rolled out across Tamil Nadu, Kerala, Karnataka, Andhra Pradesh, Odisha and West Bengal through the company’s dealer and sub-dealer network. Ramco aims to leverage its distribution reach of more than 9,700 dealers and 24,000 sub-dealers to strengthen market penetration. A nationwide marketing campaign spanning television, digital, outdoor and in-store branding will support the launch.

The Indian construction chemicals market is projected to reach Rs 400 billion by 2030, supported by infrastructure development and urbanisation. Ramco, with revenues of around Rs 85 billion and a cement capacity of 24.44 MnTPA, said the expansion of its product range aligns with its long-term growth strategy and commitment to sustainable solutions.

News source: Scan X