The Ramco Cements Ltd has unveiled a new brand identity for its construction chemicals business under the name Hard Worker, with an ambitious plan to scale up revenues in the segment tenfold to ₹2,000 crore over the next five years, from ₹210 crore in FY25.
Although Ramco has been present in the construction chemicals space for more than two decades, it has significantly expanded its product portfolio only in recent years. With the domestic market projected to touch ₹40,000 crore by 2030, propelled by rapid urbanisation, infrastructure growth, and rising demand for high-performance building materials, the company is now pursuing aggressive growth in this segment.
On Tuesday, Ramco Cements introduced 20 new products under the Hard Worker brand, spanning grouts and tile fixers, waterproofing solutions, repair and chemical products, and anchoring materials. Another 20 products are already in the pipeline. “Over the next couple of years, we will have more than 100 products, offering the widest range of solutions in the construction chemicals space,” said Abinav Raja, Director, Ramco Group.
To support this expansion, the Rs.8500 crore company has invested about ₹400 crore in setting up manufacturing units dedicated to construction chemicals across five locations. “With the launch of Hard Worker, we are moving from being just a cement company to positioning ourselves as a provider of integrated construction solutions,” said A V Dharmakrishnan, Chief Executive Officer, Ramco Cements.
The company said the response so far has been encouraging, with sales crossing 1.5 lakh tonnes of the new products in just three months. At present, Hard Worker is available in southern and eastern markets, including Tamil Nadu, Kerala, Karnataka, Andhra Pradesh, Odisha, and West Bengal.
Ramco aims to establish the brand nationwide within the next 2–3 years and expects it to contribute at least ₹2,000 crore in revenue within 4–5 years.
Dharmakrishnan highlighted the company’s focus on quality as a key differentiator. All products are manufactured entirely in-house under the supervision of the Ramco Research and Development Centre. Unlike several competitors, including multinationals that outsource production and sell under their own labels, Ramco ensures every tonne and litre of product—wet or dry—is produced directly by the company, maintaining strict quality control standards.
To fuel growth and strengthen brand recall, the company is leveraging its established cement distribution network and ramping up marketing efforts. Alongside the new brand identity, Ramco has launched catalogues, new packaging, brochures, application videos, outdoor advertising, a training app, a brand film, and comparison films designed to demonstrate within 30 seconds how Hard Worker products outperform competing offerings.
“With this launch, we are confident of becoming a pan-India player in a short period of time,” Dharmakrishnan said.
