The JSW group wants its cement brand JSW Cement to become as popular as its group company JSW Steel and participation in `The Hindu Business Line Construction, Architecture, Interiors 2014’ exhibition would help accelerate this process, according to S S Sandhu, Associate Vice President (Marketing) JSW Cement Ltd, Secunderabad.

He said his company, which is the title sponsor of the CAI show held in Chennai and Hyderabad earlier and now on in Coimbatore, had already been invited to make a presentation by the CPWD in Chennai and the Coimbatore Credai to make a presentation about its slag cement. (Slag is a by-product of iron manufacture and JSW group is a major player in the steel sector).

Speaking to Business Line at Coimbatore on Friday, where the Business Line CAI show was inaugurated by Rajesh B Lund, President, Credai, Coimbatore, he said the intention of his company in associating with the show was to gain greater visibility among the people in the construction industry as well as among the general public.

The brand JSW Steel was well known for its quality and the group wanted JSW Cement brand to be known equally as much for its quality. The show provided a perfect platform for that as those connected with the construction industry as well as the general public visited it.

He said after the recent Chennai CAI show, his company received enquiries from nearly 100 customers about the slag cement made by his company and his company staff visited the customers/construction sites to explain about the benefits of the cement produced by JSW Cement. This led to receipt of considerable number of orders.

He said though his company, which entered cement production in 2012, has participated in professional events it was for the first time it had sponsored the CAI event and was happy with the impact it had made on the targeted customers.

Lund, lauding the initiative taken by Business Line, said that it would help in creating greater awareness about the latest trends in construction sector and it was good not only for the people connected with the industry but the general public as well.

Godrej Locking Solutions and Systems, Kamachi TMT Bars, Splendid Interior and Exterior and Zazzy Doors & Interiors, are the co-sponsors of the three day event to be held till Sunday at the Codissia Trade Fair Complex here.

K- Lite is the lighting partner of the event organised by iads and events.

A wide range of products from hardware, sanitation, security and fire safety systems, ready made doors and windows, modular kitchens and accessories, interior decoration products etc are on display in the exhibition.

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