The Cemtac Cements (CC) has launched a unique cement product with rapid set technology. This technology was necessitated due to harsh winters in many areas including Kashmir where temperatures go below sub-zero level and construction works come to a halt. In these areas conducting cement works becomes difficult as they don’t get set easily. Rapid set technology is used successful in the European countries where winters are harsher than in Kashmir. The company’s statement stated that it is a unique product which is highly suited for civil/construction work during winters. The company conducted a survey getting comments from the masons, contractors and civil engineers and ended up with the result that this brand of cement with rapid set technology is definitely the most suited for the sub-zero temperature of Kashmir. The statement further stated that this brand of cement is all set to change the nature of civil/construction culture in the valley.