The Story of Birla White’s White Cement Innovation

11, September 2023

Every great revolution begins with a spark, a visionary idea, and an unwavering commitment to innovation. In 1988, inspired by the demands of homeowners, builders, and the painter community, the journey of the White Cement Revolution was ignited.

Our primary aim was simple yet profound - to fortify the walls of every Indian home with a touch of innovation at its core. This transformational journey took root in Kharia Khangar, Rajasthan, where the trusted cement of every homeowner was in the making. The objective is to create the purest and whitest white cement India had ever seen.

And finally, twenty years ago, we achieved what we strived for. We started the White Cement revolution with the introduction of Birla White Wall Care Putty. This putty was developed by incorporating white cement and special-grade RD Polymers (German polymer). Subsequently, we endeavoured to transform the construction sector by incorporating White Cement into all our product offerings. We began by expanding our white cement-based product portfolio with a wide range of regular and premium putties, including wall care putty, fragrance putty, excel putty, bio-shield putty, and waterproof putty. Birla White became the sole brand in the market to offer this unique advantage.

Yet, the spirit of innovation burned brighter than ever. Building on our legacy, we ventured into white cement-based distemper, liquid primer, and waterproofing solutions.

This new chapter in the Birla White saga aims even higher. We are inspired by the relentless pursuit of excellence that defines the Birla White Revolution. It's not just about cement and putty; it's about transforming homes, enhancing lives, and leaving an indelible mark on the construction industry.

The Birla White’s unique White Cement Advantage is a testament to what can be achieved when innovation becomes a way of life.