Brand Recognition of Building Products
V. Sriraman firstname.lastname@example.org
article provides a glimpse of emergence of brands in Micro Concrete
Roofing Tiles (MCR).
Alternatives group, with its commercial promoter TARA has been
widely promoting sustainable building technologies and solutions in
India. MCR technology has been the flagship technology of TARA. More
than 400 production units have been set up by private entrepreneurs,
NGOs, institutions etc. These have installed over ten million
roofing tiles across the Indian sub-continent.
is a cost-effective and eco-friendly roofing alternative that has
found proven applications in dhabas, residential buildings,
bungalows, industrial sheds, parking bays, farm houses and garages.
A small workspace of 40 square meters is adequate for setting up a
production unit. Several entrepreneurs have set up their units in
of TARAcrete in Bundelkhand
TARAcrete brand was created with a view to promote TARA’s cement
concrete based products such as tiles, blocks etc., The entry was
made with MCR tiles through a pilot market development activity
focused in Bundelkhand region; especially in Jhansi town and other
nearby areas. TARA Nirman Kendra (TNK), a building centre promoting
TARA building technologies, initiated the TARAcrete operation from
Bijoli in Jhansi in the year 1995. Tiles were produced and installed
on steel structures that were custom- designed. The "end product"
for the customers has always been the "Complete MCR roof". TNK, has
been providing the complete roofing solution by undertaking
production and supply of tiles, transportation, steel structure
fabrication and tile installation. MCR tile business under TARAcrete
brand started growing from 35,000 tiles in the first year to 60,000
in subsequent years and now it has touched 120,000 per year.
Interestingly, this figure in no way reflects the total MCR market
that is being serviced in Bundelkhand. From the time TARAcrete tile
business was launched by TNK, half a dozen entrepreneurs have also
emerged in the market who are selling roofing tiles. The "TARAcrete"
brand name, has swept the premium market in Jhansi and TARAgram. The
Brand image for "High Quality tiles and engineered roofing
service" has been so well established in the market that customers
are willing to pay premium rates for MCR roofs.
the premier clients are:
Institute of Technology and Management,
Special Area Development Authority (SADA),
Bundelkhand University, Jhansi
Home owners constituting the up-market
evolution of brand in MCR tile business started with TARAcrete. The
success of ‘TARAcrete’ in MCR tile business has served as a
demonstration piece for MCR entrepreneurs and promoters in other
regions of the country to bring in new brand names.
Emergence of brands in other regions
SWISScrete Tiles in Pune and Goa region:
and Goa" has also been a high potential region for MCR. With its
partner, Maharashtra Industrial Technology Consultancy organization
(MITCON), TARA has been successful in tapping the potential of MCR
market in the region. Fifteen entrepreneurs have set up MCR
enterprises so far. The brand name for MCR tile in this region is
SWISScrete. A total of one million SWISScrete tiles have been
installed on roof in the past four years, mostly used as
waterproofing solutions for RCC sloping roof.
Cement Roofing Tiles
Karnataka has been one of the focus regions for MCR promotion,
simply because the market potential for MCR was high as per a market
study conducted by Holtec consulting Private Ltd., with the major
competitor being the Mangalore Pattern clay tiles. Entrepreneurs
started setting up their units with TARA MCR technology and the
business started growing when an association of MCR tile
manufacturers under the name of MYCON-or Mysore Concrete tile
producers- was formed. This association branded all the tiles
manufactured by their members as MYCON tiles. CART, Centre for
Appropriate Rural Technologies, a centre of National Institute of
Engineering, Mysore has been providing technical reference centre
services on behalf of TARA.
Successful Brands in Bihar and Jharkhand
and Jharkhand market caters to primarily rural segments with MCR
tiles on bamboo or wooden structures. Though people in Bihar know
MCR tiles as cement ka Khaprial or taali, 15 brands have
emerged in the region. MCR roofs are installed by a total of over 50
private entrepreneurs with tough competition among them.
DURAcrete is the leading brand in Chandigarh. Vishwakarma industries
had set up an MCR unit six years back installing MCR tiles on a
variety of roofs for bungalows, car parking, sheds, educational
buildings such as schools etc. Most users in Chandigarh buy MCR
tiles for cladding purposes. The clients form the upper end of the
market who look for beauty and uniqueness in the product.
The above brands that
have emerged in MCR vouch for the success of TARA MCR technology.
tiles installed at Orchha
Goa installed with SWISScrete tiles