Dalmia Bharat Brings Art to Cement, Changes the Category Perception by Launching Craft Béton

Pioneering effort by any industry to transform a commodity into signature designer products

Conceptualized on the lines of Prime Minister’s ‘Innovate in India’ vision
Dalmia Bharat Brings Art to Cement, Changes the Category Perception by Launching Craft Béton

New Delhi, April 28, 2017: Dalmia Cement today launched ‘Craft Béton’ to present a versatility never seen in cement. A pioneering and unique platform of creative and functional product expressions, Craft Béton brings together specially created objects of desire crafted by Indian and international designers using the world’s greenest cement. Through an entirely new paradigm, these products reveal cement as being versatile, aesthetic and aspirational. Internationally-acclaimed designers have created these products in a residential programme at New Delhi. An exclusive preview of the exhibition was inaugurated by the noted senior artist, Mr. Satish Gujral. The exhibition showcases over 50 high-end luxury products designed by Iti Tyagi and Somesh Singh (India), besides Miroslaw Baca of Poland and Alan Saga from Mexico.

Speaking on the occasion, Mr. Puneet Dalmia, Managing Director, Dalmia Bharat Group said, “We are delighted and very excited to introduce Craft Béton. This 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, Craft Béton 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 essentially created a historic new category for cement. For the first time cement is an object of desire, is a feasible and better alternative to conventional materials and is distinctive” added Mr. Mahendra Singhi, Group CEO, Dalmia Bharat Cement.

Designer and Art curator Ms Iti Tyagi said, “Initially unimaginable, working in cement as a medium of fine art was an intense experience. It was challenging, engaging, exciting and very enriching in terms of outcome. The sheer range of possibilities the material lends itself to, is truly impressive. Cement is now a material of choice.”

Craft Béton will exhibit the 2017 collection for public viewing on Saturday April 29 and Sunday April 30 at Bikaner House, Pandra Road, New Delhi. The exhibition timing will be from 10:30 a.m. to 6:30 p.m. The exhibition will also travel to Mumbai in May.  All Craft Béton creations crafted by internationally acclaimed artists will be initially available for purchase online at www.craftbeton.com

About Dalmia Bharat Group

Dalmia Bharat Group (www.dalmiabharat.com) is a leading national player in India’s core manufacturing sector since 1939. With a turnover of over http://upload.wikimedia.org/wikipedia/commons/thumb/e/ee/Indian_Rupee_symbol.svg/2000px-Indian_Rupee_symbol.svg.png 10,000 crore it has a leadership position in Cement, Sugar, Refractories. A leader in specialty cements and the country’s largest producer of slag cement, Dalmia Bharat is the world’s greenest cement company. And a leader in Sustainability best practices set to global benchmarks. In generic sugar, the group caters to several marquee brands. It has an enduring and growing customer base in refractories.

Dalmia Cement (Bharat) Ltd.

Dalmia Cement (Bharat) Limited (DCBL), a subsidiary of Dalmia Bharat Limited (BSE Code: 533309|NSE Symbol: DALMIABHA and listed in MSE), is a leading player in cement manufacturing since 1939. It is one of the largest and most diverse cement companies in India and is the world’s greenest cement company. With a growing capacity, currently pegged at 25 MnT, Dalmia Bharat Cement is also the fourth largest manufacturing capacity in the country. Spread across eight states and 11 manufacturing units, the company is also the category leader in super-specialty cements used for oil wells, railway sleepers and air strips and is the country’s largest producer of slag cement. Visit us at www.dalmiacement.com

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