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BASF Etches a New Brand for the Construction Industry


Launch of brand ‘Master Builders Solutions’ begins with a multi-city road show in India

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 BASF’s combined strength and enable easy access of the company’s 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 of BASF Companies in India and Head South Asia said, “A powerful brand builds trust and confidence. The launch of Master Builders Solutions is in-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. In 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

Similar launch events have been planned in cities such as Ahmadabad, Hyderabad, Chennai, Bangalore, Kolkata and New Delhi, involving leading contractors, consultants, architects, developers, industrial clients and channel partners. “The overwhelming response to the event encourages us to 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 Bengaluru in India. To further strengthen its strong customer orientation, 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.

For further details:
BASF India Limited
Construction Chemicals Division
PlotNo. 37, Chandivali Farm Road,
Mumbai – 400072.
Ph: +91 22 28580200, Fax: 28478381
Email: construction-india@basf.com
Web: www.basf-cc.co.in


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