CHENNAI: Hyderabad based cement major My Home Industries Pvt Ltd. (MHIPL), has embarked on a revamp of its brand, focused toward increasing presence in the premium product band and enhancing penetration in both traditional and new markets.
It has changed the logo of its flagship brand Maha Cement and is set to open a new plant at Tuticorin in Tamil Nadu, boosting its production capacity to above 10 million tonnes per annum.
The most visible sign of MHIPL’s revamped brand and business strategy is the new logo, unveiled a few days ago, which company officials say perfectly captures the shift in their strategy. “We have been around for nearly 18 years and our logo for our flagship brand Maha Cement has remained that of an old-style muscle man. But change is always required. The new logo has replaced the muscleman with a modern technician attesting for its quality,” pointed out S Sambasiva Rao, Executive Director, MHIPL to Express.
The logo change also heralds a shift in gears, with the company expanding presence in new markets and trying to penetrate deeper into existing ones. “One part of what we are doing is trying to change the band at which we operate,” pointed out Rao. The strategy has seen the firm increase the fineness of cement across its product range. “There is a tangible increase in quality and we are moving our product into the premium brand,” he said.
The new plant will open up the entire southern part of Tamil Nadu to it. “We have been a long-time player in the northern Tamil Nadu market. Now we will be covering the entire state. Our other 6 plants in Telengana and Andhra Pradesh give us market coverage across South India,” pointed out Rao.
The company aims to rapidly increase its capacity utilisation to 90 per cent within three years and add 200 new dealers within 6 months.