BASF launches new brand for the construction industry

Launch of the brand Master Builders Solutions® begins with a multi-city roadshow in India

New brand shows BASF’s commitment to grow in the construction industry

BASF started to roll out its Master Builders Solutions brand in India today, 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, Mr. 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. Additionally, Master Builder Solutions puts a stronger focus on sustainability”.

"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

Today’s 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.

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Yogita Tambe