N. Srinivasan-led The India Cements Ltd. (ICL) has quietly embarked on a fresh initiative to launch a host of new products. The objective, it is learnt, is to further cement its relationship with the distribution network and beef up the business prospects of its channel partners.
With this twin-objective in mind, the company has also decided to extend requisite technical support to its stockists and dealers in marketing these new products. "This will go a long way in strengthening their bondage with the company besides increasing their commitment," a ranking official said.
As part of this exercise, the company has launched Coromandel SRC (sulphate-resistant cement), a specialty blended cement meant for construction in aggressive environment (like coastal areas). This is being manufactured at its Vishnupuram plant in Telangana. SRC, it is claimed, will improve the performance of concrete in the event of sulphate attacks. It has also launched Coromandel Duralite Autoclaved Aerated Concrete (AAC) blocks, which are made from cement, fly ash, lime and alumina, an aeration agent. ACC blocks, the official said, could be an excellent substitute for conventional clay bricks, hollow and solid concrete block. These could help in faster construction, he pointed out. The company has also started selling Cormomandel White Cement, produced at its grinding unit in Chennai.
