Superbrands India

Birla White (India)

As the Indian economic juggernaut moves relentlessly forward, a taste for contemporary design and decor in homes and offices has grown immensely popular among consumers.

Birla White leads the white cement market in this rapidly changing bazaar, continuously pioneering innovative products and applications to meet consumer’s expectations.

Developing the whitest cement in what was virtually an industrial beauty contest, Birla White’s products have given white cement a new direction, and to consumers, given a great finish for their walls.

Innovative products introduced by Birla White include Wallcare putty, a pre-paint base coat for wall paints and Levelplast, producing superior results in leveling undulated surfaces.

Other innovative products allow consumers to make a personal style statement, including Textura, a cement-based wall finish adding distinctive character to walls in a range of textures, designs and colour patterns, and the pioneering product Glass Fibre Reinforced Concrete (GRC), a mouldable finishing material used to craft architectural details.

Building on the popularity of the prepaint base coat Wallcare putty, Birla White reaches it’s consumers, who are looking to paint their homes, through nearby paint and hardware shops.

Architectural structures in India which have used Birla White GRC with stunning results include The Leela Palace in Bangalore, Hotel ITC Sonar Bangla in Kolkata, Digamber Jain Temple in Ajmer, Flip Club in Ghaziabad, Infosys in Bangalore, Manipal University in Jaipur, Damania House in Mumbai and the Nareli Temple in Rajasthan.

Birla White has always been the ultimate modern consumer brand – a utility product inventively and inextricably interwoven with a subtle, upmarket lifestyle statement, which, in a very agreeable way, has propelled forward the the reconstruction of India.