Page 34 - Construction_Opportunities_September_2025

WORLD OF CONCRETE
EVENT FOCUS and innovation are at the core of our philosophy. From the increasing awareness of durability and performance, yet still

heavily influenced by price sensitivity. Today, the market is
outset, our promoters have championed the development of
flooded with cheap imports and “me-too” products that often
eco-conscious construction chemical solutions that minimize
lack proper testing, certification, or long-term performance
environmental impact without compromising performance.
Many of our formulations have reduced or eliminated high-VOC
validation. Introducing high-end, technology-driven products in
ingredients, and we prioritize locally sourced raw materials to cut
systems simplify application, enhance durability, and reduce life-
transportation-related carbon emissions.
Our products are designed for long-term performance, reducing this environment presents a clear challenge. While advanced
cycle costs, their higher upfront price can make initial adoption
the need for frequent repairs or replacements and thereby slower, as many clients focus on first-cost rather than total cost of
conserving resources over the structure’s lifecycle. Even at the end ownership. The market can broadly be divided into two segments:
of a building’s life, our materials behave comparably to concrete, a price-driven segment, where low-cost products dominate
ensuring minimal environmental impact and contributing to the regardless of long-term performance, and a quality-driven
overall sustainability of the built environment. segment, where product performance, adherence to global
Innovation drives our green initiatives. Examples include our standards, and reliable application techniques are paramount.
promoting low-cement “green concrete” systems with modern Assess Build Chem focuses on the latter, guided by the philosophy
admixtures and using locally sourced aggregates, temperature- of “Get Waterproofing Right the First Time.” In this segment, while
reducing thermal barrier coatings, specialty additives that cost remains a consideration, clients increasingly recognize that
enable the use of industrial waste and crushed sand in concrete investing in high-quality materials, correct application, and proven
and plaster, low VOC mineral-based systems resistant to acid systems delivers significant savings in maintenance, labor, and
attack, and water-saving curing compounds. Together, these rework over the structure’s life.
technologies help structures become more durable, efficient, Recent trends are also supporting high-end products: growing
and environmentally responsible, reflecting our commitment to emphasis on sustainability, green building certifications, and
building a sustainable future through practical, high-performance performance-based specifications is encouraging clients to
construction chemistry. evaluate materials based on life-cycle benefits rather than just
price, which will gradually make the market more receptive to
Have you launched any new products or launching new products innovative and durable solutions.
in the near future.
We continue to expand our portfolio with modern, technology- What is your strategy in a price sensitive market like India.
driven solutions for the construction industry. Among our latest Our core competency lies in R&D, manufacturing and deliveries.
offerings are special additives for concrete blocks, precast, and Over time we have adapted our strategy to offer significant
concrete products from the SS–ConCast range, and plastering performance benefits at similar or marginally higher price
additives like SS–PlastProof IL, which enable the use of crushed points. Having global experience our products also follow global
sand, reduce cracking, and allow conversion from hand-applied performance benchmarks.
to spray-applied plasters with less curing. High-performance In a price-sensitive market like India, our strategy is to balance
integral waterproofing additives further enhance durability and quality, value, and education. We recognize that initial cost
structural protection. often drives purchasing decisions, but we focus on life-cycle
Our recently launched SS–HydroNil PM, a hydrophobic, value—demonstrating how investing in high-quality construction
breathable mortar, provides long-lasting waterproofing and chemicals and waterproofing systems reduces long-term
façade protection. For heritage structures, we offer OPC-free maintenance, labour, and repair costs.
lime-based mortars and injection grouts through the SS–HistoRep We achieve this through three key approaches:
and SS–HistoFill ranges, complemented by specialty coating 1. System-based Solutions: Rather than selling individual
removers and sealers. Our SS–SoilSeal range and advanced products, we offer integrated systems that ensure durability
injection grouting systems address challenging soil stabilization and performance. This reduces the risk of failure and provides
and water ingress issues across buildings, infrastructure, and clients with predictable outcomes, ultimately saving costs
industrial projects. In addition, we are introducing ceramic- over the life of the structure.
based thermal barrier coatings for insulation of buildings and 2. Education and Training: We invest in educating contractors,
industrial structures, modern self-linking acrylic roof coatings, applicators, and end-users on correct material selection,
corrosion protection systems, and high early-strength repair application techniques, and life-cycle cost benefits. When
mortars for slabs and concrete roads. Across the board, we have clients understand that a slightly higher upfront investment
incrementally enhanced the performance of our waterproofing can prevent recurring problems, they are more likely to make
and repair products, ensuring more durable, efficient, and cost- informed decisions.
effective solutions for our clients. 3. Innovation and Localization: By developing cost-optimized
formulations using locally available raw materials, improving
As a manufacturer tell us about the critical challenges faced ease of application, and increasing product performance,
while introducing high end products in India? To what extent does we provide solutions that deliver premium results at
cost influence a customer’s purchasing decision? competitive costs.
The Indian waterproofing market is at a critical juncture, with In essence, our strategy is not to compete on price alone but

34 CONSTRUCTION OPPORTUNITIES|SEPTEMBER 2025