India Cements has announced the launch of Conkrete Super King (CSK) and Halo Super King, in a move to cash in on the brand identity of its successful Indian Premier League franchise CSK (Chennai Super Kings).
CSK is a game-changing cement that resonates with the features that are highly inspired by iconic Chennai Super Kings captain and India Cements VP (Marketing), Mahendra Singh Dhoni’s phenomenal strength, speed and on-field demeanor, the company said in a statement. Halo Super King (HSK) cement, exclusively designed for pre-cast hollow blocks, will be sold Rs 25 higher than the company's existing brand.
"Super King is such a strong brand, why not utilize it,” said N Srinivasan, Vice-Chairman and Managing Director, India Cements. “Conkrete Super King (CSK) is created to deal with these issues and ensure long-term stability and strength. All our products are premium and have stood the test of time because of their reliability, durability and consistent quality, bag by bag. Consumers recognize our brands for their robust and sturdy nature,” he added.
According to the company, India Cements’ CSK is a novel product, packed with the ‘Power of 7’ -- high durable strength, quick setting time, easy workability, corrosion resistance, everlasting smooth finish, no seepage, and all-weather proof nature.
N Srinivasan, said, “Cement is one product whose strength shouldn’t just last a day but a lifetime. Many people build their dream homes with hopes and finances for a whole life. To aid the owners/brands across nations, facing defects in construction such as cracks in structures, seepage and leakage, Conkrete Super King (CSK) is created to deal with these issues and ensure long term stability and strength. All our products are premium and have stood the tests of time because of their reliability, durability and consistent quality, bag by bag. Consumers recognize our brands for their robust and sturdy nature.”
MS Dhoni, VP Marketing, India Cements and Captain, Chennai Super Kings, said, “Conkrete Super King embodies the strength and commitment of being the best and playing best innings in the long run of a lifetime. From foundations to roofs, Conkrete Super King means strong buildings and homes. It is packed with the power of seven to stand the test of time.”
Rupa Gurunath, Whole Time Director said, “We are very proud of launching our new premium cement on the historic occasion of completion of India Cements inspiring journey of 75 years in nation building and building modern India. I congratulate our production and marketing team for working so hard in coming out with the new products. I am sure with the support of our dealers, stockists, influencers and customers, the new products will be a big hit among home builders”.
Rakesh Singh, Executive President said, “Our strength is our happy and loyal set of stakeholders, be it employees, customers, dealers, suppliers or transporters. In fact, we may be the only company having a third generation of dealers and employees too. Our consistency of quality over the years, over plants, across markets is the reason why we have three successful brands (Sankar, Coromandel and Raasi). All state capitals in the South (which are the highest consumption centres) are within 200 km’s radius of one factory or the other, ensuring fastest and fresh cement supplies”.
Parthasarathy Ramanujam, Chief Marketing Officer said, “The launch of CSK is a focal point in our growth journey and we plan to make it the best offering by India Cements. Our strategy to spotlight the uniqueness of both the products will encourage consumers, dealers and engineers to opt for CSK, the best cement in the market when building homes, offices and skyscrapers.”
Speaking to Realty+ about the expansion plans of India Cements, N.Srinivasan, VC & MD of India Cements said, “After Covid-19 now when the situation is becoming normal we are operating at 60 percent. Our first priority will be to start with full capacity. We have lots of plans to expand our operations in the coming future but we are just waiting first to resume with full capacity. Continuing with the commitment towards its consumers and the legacy of 75 years, the launch of Conkrete Super King & Halo Super King, the two new Super Kings from the House of India Cements will be available at all dealer shops across India.”
