Ambuja Cements has launched an innovative green building offering– Ambuja Plus Cool Walls – for Individual Home Builders (IHB) in Thane district.
Developed by Ambuja’s in-house team, the revolutionary product ensures maintenance of a 5° C temperature difference indoors; no matter how hot or cold the external temperature is. Embedding ‘Heat Barrier Technology’, the product’s features keep your indoors warm during the winter and cool your house during the summer. This greener alternative made of aerated autoclaved concrete blocks is also stronger than any other ordinary bricks. Ambuja Cement is among the first cement companies to offer unique masonry solution, addressing the needs of the diverse and unorganised IHB segment.
Commenting on the launch of this advanced offering, Deepak Mehra, Chief Marketing Officer, Ambuja Cement said, “Since our inception, innovation has been the hallmark of all our offerings and we have always endeavoured to develop an array of eco-friendly products to ensure a healthier, cleaner and greener tomorrow; supporting India’s efforts to become a green nation. Ambuja Plus Cool Walls reinforces our strong commitment towards introducing products that deliver high strength and performance while strongly integrating sustainability traits.”
“The product gives multiple benefits of superior strength and durability as well as ensures ambient temperature in the house. We are confident that this new product will provide further impetus to our LafargeHolcim Group’s vision,” added Mehra.
The launch in Thane district follows the product’s introduction at Nagpur in Maharashtra and select markets in Gujarat, Punjab, Himachal Pradesh and Chhattisgarh where it has been gradually gaining popularity. The product is now available in different parts of the district including Kalyan, Dombivli, Bhiwandi, Ulhasnagar among others.
With Thane district’s weather is characterised with a tropical wet and dry climate, and the summer months sometimes recording as high as 41-degree Celsius, Ambuja Plus Cool Walls will prevent the heat from entering into the walls. Likewise, when mercury dips, this product’s insulating properties keep home interiors warm. The product helps to extend the life of house paint and prevents efflorescence which is a very common phenomenon with brick walls.
Traditionally, clay brick walls need to be cured whereas Ambuja Plus Cool Walls with heat-resistant concrete blocks and Blockol (Block Jointing Mortar) does not require curing, thereby saving huge quantities of water during the construction process; and also reduces the hassles faced by the consumer. Other benefits include greater structural stability, speedy and quality construction, wastage control and less manpower requirement.
The retailers and distributors present during the launch described the product as unique. Ashwin Patel from Kalyan Plywood said, “This is a very good product that delivers both better strength and quality. Consumers will gradually understand the importance of this product and this is going to substitute ordinary bricks in construction over a period of time. Its demand will pick up and it will be successful in the market.”
@EPC World Media