BASF has started to roll out its Master
Builders Solutions brand in India as part of a phased launch process. The new
brand is an effort to present our combined strength and enable easy access of
our comprehensive portfolio of varied specialty brands to construction industry
majors, all under one umbrella.
The portfolio of products and services
marketed under the Master Builders Solutions brand embraces chemical solutions
for new construction, maintenance, repair and renovation of buildings and
infrastructure: concrete admixtures, cement additives, chemical solutions for
mining and tunneling, waterproofing, concrete protection and repair products,
grouts and high-performance flooring products.
Speaking about the launch of the new brand in
India, Prasad Chandran, Chairman, BASF Companies in India and Head South Asia
said, "A powerful brand builds trust and confidence. The launch of Master
Builders Solutions is line with BASF's new 'We create chemistry' strategy. By
bringing all the specialty brands together, we are building up our business
spirit and investing for future profitable growth. It will facilitate better
access to the market and strengthen the awareness of the construction industry
on our existing range of products and offerings."
Master Builders Solutions embodies our ability
to collaborate across technologies and functions on a global
scale. That way we
create solutions geared to meet the individual construction chemical challenges
of our customers,said Dr. Tilman Krauch, President of BASF's Construction
Chemicals division. The know-how and experience of a global team of BASF
experts for the construction industry form the core of Master Builders
Solutions. To respond to specific individual challenges of our customers, we
combine the right components of our portfolio accordingly, Krauch added.
Strong brands for customers and partners
The launch event will be followed by market
introduction of the new brand in Ahmedabad, Hyderabad, Chennai, Bangalore,
Kolkata and New Delhi, involving leading contractors, consultants, architects,
developers, industrial clients and channel partners.
"The overwhelming response to today's
event encourages us gather further momentum towards offering improved services
to our customers. A strong brand like Master Builders Solutions, that stands
for innovation and tradition, is a big asset for the company and will offer
strong support to our other growth initiatives planned to expand our footprint
and increase the business in India," said Upen Patel, Business Director,
Construction Chemicals, BASF India.
The revised range of products and services
marketed under the brand now features a globalized naming system, helping BASF
to support customers and partners with a promise of constantly high quality and
consistency in products and services.
The Construction Chemicals division currently
operates production sites in Turbhe, Mangalore, Nalagarh, Kolkata and Bangalore
in India. To further strengthen its strong customer-orientation and develop and
offer innovative solutions to the construction industry customers in South
Asia, BASF recently announced the opening of a new Construction Technology
Center in Mumbai, India. The new center will support joint development with
customers for new product applications and formulations, providing an excellent
venue for enterprises in the sub-region to embrace world-class, cutting-edge
technologies in partnership with BASF's technical professionals.
About BASF in India
BASF has successfully partnered India's
progress for over a century, with all global businesses maintaining a local
presence in India today, except for oil & gas. BASF in India maintains
excellent performance in environment, health and safety, in line with BASF
global and internationally accepted standards. On the social front, our
community development activities focus on relief and rehabilitation, women's
empowerment, education, and improving governance standards. BASF in India has
2,157 employees at nine production sites, 8 sales offices and two R&D
centers. In 2012, BASF registered sales of €1.14 billion to customers in India.
About the Construction Chemicals division
BASF's Construction Chemicals division offers
advanced chemicals solutions for new construction, maintenance, repair and
renovation of structures: Our comprehensive portfolio encompasses concrete
admixtures, cement additives, chemical solutions for underground construction,
waterproofing systems, sealants, concrete repair & protection systems,
performance grouts, performance flooring systems, tile fixing systems,
expansion control systems and wood protection solutions.
The Construction Chemicals division's 6,400
employees form a global community of construction experts. To solve our
customers' specific construction challenges from conception through to
completion a project, we combine our know-how across areas of expertise and
regions and draw on the experience gained in countless construction projects
worldwide. We leverage global BASF technologies, as well as our in-depth
knowledge of local building needs, to develop innovations that help make our
customers more successful and drive sustainable construction. The division
operates production sites and sales centers in more than 60 countries and
achieved sales of about €2.3 billion in 2012.
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