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Lafarge revamps cement brand Supercrete
archive.thedailystar.net
Lafarge Surma Cement Ltd has revamped its flagship cement brand, Supercrete.
The announcement came from the company's press meet yesterday at Bangabandhu International Conference Centre under a new communication theme, Dream Large.
Lafarge Surma Cement will take a lead in fulfilling dreams to innovate and design the best products and apply the best practices in production, Michael Andrew Cowell, managing director of Lafarge Surma Cement Ltd, told reporters in Dhaka.
We believe it is our responsibility to share our expertise for the betterment of the society, and the nation as a whole, Cowell said.
Lafarge Surma, a joint venture of Lafarge of France and Cementos Molins of Spain, has been producing and marketing cement since under the brand name of Supercrete.
Cowell said the cement producer wants to lead the building materials industry in this country and always comes up with innovative solutions for the customers.
It's the launch of a new and improved product and improved brand communications, which links back to our parent company, said Kazi Khalid Mahmood, commercial director of Lafarge Surma.
The company follows the global process of production, where high-tech machinery automatically tests and sends real-time online production results to the Asia Technical Centre located in Malaysia, Mahmood said.
The facility in Malaysia is free from human error and guarantees that every single bag of cement performs the bet for consumers, he said.
He explained that the word Supercrete is derived from English words, Superior and Concrete.
Lafarge Surma Cement started production in Bangladesh in after it established its plant in Chhatak and Sunamganj, which is the first fully integrated dry process cement factory in Bangladesh connected with India.
After mining in the Indian state of Meghalaya, the limestone travels cross-border through a 17 kilometre long conveyor belt directly to the Lafarge plant at Chhatak in Sunamganj to be converted into Supercrete.
The company has invested $280 million in Bangladesh and the Indian state of Meghalaya.
The cement manufacturer re-launched the new brand after getting a green light to mine limestone in Meghalaya for its plant in Bangladesh by the Supreme Court in India on July 6 last year.
Earlier, India's top court on February 5, 2010, had halted mining by the unit of the world's biggest cement maker because of environmental concerns.
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