Cement turns to art, redefines perception of business

Conceptualised on the lines of Prime Minister’s ‘Innovate in India’ vision, the innovation is being used for transforming cement into designer products and changing the perception of the category. 

The new products reveal cement as being versatile, aesthetic and aspirational. Internationally-acclaimed designers crafted over 50 high-end luxury products - ranging from lifestyle to home to accessories – at a residential programme in New Delhi. The Craft Béton Collection 2017 was designed by Iti Tyagi and Somesh Singh (India), Mirslow Baca (Poland) and Alan Saga (Mexico). 

Puneet Dalmia, MD, Dalmia Bharat Group said “Craft Béton is not just a product line. It reflects a paradigm shift in the perception, use, and application of cement. By demonstrating the sheer versatility of this material, it has demonstrated that cement can be very aesthetic, practical and even aspirational.” 

“We have consistently and successfully calibrated cement in various ways, fine-tuning it for the end consumer across geographies and for different needs. Craft Béton is perhaps the finest expression of our innovation which has created a historic new category for cement. Cement is an object of desire, is a feasible and better alternative to conventional materials and is distinctive,” added Mahendra Singhi, Group CEO, Dalmia Bharat Cement.