Birla launches 3 products, unveils new brand identity

Chennai: Birla White, part of the $44.5 billion Aditya Birla Group, has introduced three new products and its new brand identity recently.

The products are named: ExtoCare, Excel Putty and Re-Paint Putty. Also launched was a new brand identity for the flagship product – Wall Care Putty.

According to Birla White, ExtoCare is a white cement based primer and protects RCC structure from corrosion. Excel Putty, with a whiteness of 94.5 on Hunter Scale is the whitest premium putty in India.

Re-Paint putty is a first-of-its kind white cement based putty for repainting dilapidated walls, thereby giving them a new life, said a release from the firm.

CEO of Birla White, Sunil Kulwal, said, ‘Through launch of these world class products and the new Brand Identity, Birla White will provide greater choice to consumers to select the right product for specific surface finishing solution requirement. It will also enable our consumers to overcome issues of counterfeit and duplicate products. It’s a giant leap to provide consumers world-class products and solutions for their surface coating needs.’

NT Bureau