Tata Pigments Plans To Make Cemplus National Brand

Jamshedpur, January 24: | Updated: Jan 25 2003, 05:30am hrs
Tata Pigments, makers of synthetic iron oxide pigments and flooring oxides and a wholly-owned subsidiary of Tata Steel, is taking initiatives which is likely to result in catapulting its Cemplus brand of dry cement paint from a regional brand to a national one.

The company, which outsourced production of Cemplus here in 1997-98, has so far found the experiment working successfully for it. Taking cue from its success, Tata Pigments appointed a processor in Bangalore in February 2002 to serve the southern and western markets.

We are going to appoint a third processor at Kanpur next month, who would be responsible for feeding the central and north Indian markets with Cemplus, Tata Pigments managing director BPS Panwar told FE recently. Tata Pigments supplies raw material, technology, etc, for Cemplus to the processors, and has absolute control on its quality, price, distribution, etc. The Cemplus brand of exterior cement paint for buildings is today a leading brand in the eastern and the north-eastern states.

Cemplus had been our bread-winner during 2001-02, one of the worst recessionary years for the company, when the construction industry and all related activities to it had been almost stagnant, said Mr Panwar. The company has during the nine months of the current year shown a 15 per cent growth over last year, mainly due to Cemplus.

Tata Pigments is also about to launch its market-grade Ecoplus brand of emulsion paints, which would be manufactured by its existing processors, with technology, raw materials, etc, coming from the owners of the brand, i.e. the company itself.

Another initiative being taken by the company wherefrom Mr Panwar feels the actual growth will come is by way of providing a complete solution to clients, both corporates and individuals, needing a face-lift for their buildings, which includes application besides supplying the product.

With the Ecoplus brand of emulsion paints now with it, the company sees no difficulty in convincing clients about the service available with it.

Tata Steel is going to be the first of its corporate clients in this area. We would, with the help of our distributors and dealers, engage certified contractors who would provide complete solution to clients using Cemplus and Ecoplus, added Mr Panwar, who has been steering the company successfully for the past decade.

While Tata Pigments Cemplus is available in packets of 5, 25 & 50 kg packets, Ecoplus is to be available in 4, 10 and 20-litre containers.

Starting as a niche player in the east and north-east, the company is, with the initiatives being taken now, poised to become a national player in a year or two, said an optimistic Mr Panwar. The company is also busy implementing a new technology in pigment-making which would reduce its costs significantly besides improving the quality to world-class level.

While the initial commercial production at the main plant (without updated downstream processes) is scheduled to commence by the end of March this year, the actual full-fledged commercial production would start around June 30 this year.