The new brand identity, unveiled before the media here on Tuesday, is aimed at tapping the fast-growing construction chemicals product segment, pegged to reach Rs 40,000 cr by 2030.

The brand will house five categories, flooring, walls, waterproofing, repair and micro concrete, as the company seeks to carve a niche in what it describes as a “cluttered but opportunity-rich” market. AV Dharmakrishnan, CEO, Ramco Cements, dwelling on the rebranding effort, said “we set up the construction chemicals factory, the first one in Sriperumbudur in 2001. So we’ve been in this business for the last 24 years. We’ve got certain set of products now.”