Reliance Infrastructure enters cement market; launches brand in Vidarbha

17 Sep 2012


Reliance Cement Company Private Limited (RCC), a subsidiary of Reliance Infrastructure Limited (RInfra), part of the Reliance Dhirubhai Ambani Group (RDAG), today announced the launch of its first cement under the `Reliance Cement' brand.

''The company has now commercially entered the buoyant Indian cement market that has been on a robust growth trajectory for more than a decade, led by buoyancy in sectors like real estate, infrastructure and construction,'' RInfra said in a release.

Reliance Cement is a "new-age portland pozzollona cement", manufactured at its recently commissioned Butibori plant in Maharashtra and will mainly be delivered to Vidarbha market.

The company has set up a network to service retail customers focusing on districts like Nagpur, Wardha, Chandrapur, Bhandara and Amrawati, in the Vidarbha region of Maharashtra, the release said.

''We are happy to announce the launch of Reliance Cement. It is a landmark event in the Indian cement industry. We will initially cater to the entire Vidharbha market focusing on districts like Nagpur, Wardha, Chandrapur, Bhandara and Amrawati. Later, we will expand our marketing and distribution networks to other districts,'' Sumit Banerjee, vice chairman of Reliance Cement, said.

The company said it has created a strong distribution network in the region with support from its new channel partners.

''Reliance Cement is technologically advanced superior quality cement with some unique features that will help customers build stronger structures with reduced construction time. The product is also recommended as an alternative to ordinary portland cement (OPC) 43 and (OPC) 53 grades,'' Banerjee further stated.

Some of the unique features of Reliance Cement are:

  • Use of uniform particle size distribution (UPSD) technology that produces cement with a high and smooth fineness and rapid setting property, which results in high initial strength;
  • Because of its chemical composition and finer particles, Reliance Cement sets faster than other cements and gives at the same time more strength;
  • Packed in laminated polypropylene (LPP) bags that are heat welded in factory and opened only once they reach the site. The special sealing makes it impossible to tamper with, so there is absolutely no wastage of cement and the customer gets 50 kg of cement as promised; and
  • LPP bags ensure that the cement is not exposed to moisture.

The company is currently executing its two integrated projects with a total capacity of 10 million tones - 5 million tonnes each - in Madhya Pradesh and Maharashtra with connected satellite grinding plants. Pegged at 5 million tonnes each, these two projects will set the foundation for the upcoming projects thereon.

The state-of-the-art manufacturing facilities of the company also meet requirement terms scale, and will also leverage best practices in logistics, distribution and last mile selling, the company said.

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