Jindal Steel and Power Ltd. (JSPL), India’s leading Steel and Power Company today unveiled a new creative identity for its retail brand, ‘Jindal Panther Cement’. With a strategic positioning focused on purity and strength, Jindal Cement brand unveiled a new resilient tagline- ‘Lohe se bana, Loha sa bana’. The new creative will be used across Jindal Panther Cement bags as well as other merchandises. The company organised a dealer’s meet for the unveiling with a participation of Channel Partners from the states of Chattisgarh, Odisha and Jharkhand.
Jindal Panther Cement is being produced at JSPL’s Raigarh facility with a production capacity of 0.7 MTPA, and the company plans to ramp up the capacity to 3 MTPA. A premium cement brand, Jindal Panther Cement has unmatched qualities to meet the growing complex construction requirement of contractors, architects and owners looking for sturdy and durable concrete. Rechristened as ‘Jindal Panther Cement’ from Jindal Cement in 2014, the retail brand so far has got tremendous response across the three States. The product caters to varying housing and construction requirement of large infrastructure projects, residential, commercial and industrial usage.
According to Mr. Krishna Kumar YV, Chief Executive – Cement Business, JSPL, “Through Jindal Panther Cement’s new creative identity, we want to establish a differentiated brand synonymous with purity & strength. ‘Lohe se bana, Loha sa bana’ highlights the brands core proposition of strength which echoes with Jindal Panther brand which draws its inspiration from the strength and agility of the powerful feline- Black Panther. Through this product we aspire to serve the emerging needs of infrastructure in the country.”
The Jindal Panther Cement brand is an extension of Jindal Panther™ retail brand launched in 2013. The first product to be launched under Jindal Panther™ brand was the Jindal Panther™ TMT Rebars, a new generation premium quality ribbed Thermo Mechanically Treated (TMT) Rebar that has a higher degree of strength, ductility and malleability. Today, TMT rebars have been made available across retails outlets, integrated with a channel network of 41 distributors and over 1700 dealers, panned out across 400 districts.