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Branding: How to Make it Work

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Jayanshi Sharma, Brand Strategist and Entrepreneur, Litmus Branding, speaks about a fresh approach to branding.

As someone who is a copywriter and brand strategist in an advertising agency, I can easily say that industries that are unconventional and less seen in the advertising space, always need a fresh approach.
The first step to branding is the purpose and positioning, under the bigger umbrella of brand communication strategy. Then comes the brand identity, the marketing collateral, and the web design and development. Finally, the digital strategies for SEO, SEM and SMM come into the picture. This is a general case scenario that can differ based on where the brand is in the process.
To begin with, I studied cement brands on the world wide web and on digital media. I believe brands are doing great for themselves and I am sure there is scope for improvement but I will give an unbiased opinion as to what I would do if I was the strategist for a cement brand.
I would establish a cement brand as a muscular one, in a rugged tone of voice, lending strength to its users and making sure that they can trust the brand. While in the past we have seen brands adopt a funny approach, I would bring a fresh perspective of emotion blended with strength. A father fulfilling his dream of building a house with cement laying the foundation of that dream, which then becomes a legacy over the years, is an example of the kind of brand language I would aim for.

Taking a stand
An interesting way to break stereotypes would be to have an approach of giving back to society and the environment, such as planting a tree on the sale of every cement bag or sponsoring the education of girls or making sure that one can spread the message of being against child labour loud and clear.
As far as going digital is concerned, every brand has a set of physical assets as they grow. They have property, a premise and other resources. In today’s day and age, having digital assets, such as websites and actively managed social media pages are
equally important.
Remember, there is no one way to build a brand. There can be many but choosing one way out of the many needs a thought process. This depends on what the brand stands for and whether that stand is being effectively communicated to its audience on relevant platforms and to the public at large.

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Shalimar Paints Launches New Durable Luxury Interior and Exterior Range

Three new products focus on longevity, aesthetics and sustainability

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Shalimar Paints has introduced three additions to its portfolio: Hero Insignia Luxury Interior Emulsion, Superlac PU Gloss Enamel and Hero Weather Guard 12 Luxury Exterior Emulsion. The new range is designed to combine finish, durability and environmental responsibility for modern residential spaces.
Hero Insignia is a water-based luxury interior emulsion formulated with hybrid binder technology, providing a silky finish, stain resistance and protection from scuff marks. It offers more than 2,000 colour options, a 10-year promise and zero VOC levels, and can be applied on plaster, concrete and masonry surfaces.
Hero Weather Guard 12 is engineered for outdoor protection, using adaptive polymer technology to withstand rain, humidity, heat and dust. The anti-fungal and anti-microbial formula aims to maintain exterior walls in harsh conditions, backed by a 12-year performance warranty.
Superlac PU Gloss is a polyurethane-based enamel offering a high-gloss finish for wood and metal, with resistance to scratches, stains and UV exposure. Suitable for internal and external use, it is designed for doors, windows and decorative surfaces, and comes with a two-year promise.
Commenting on the launch, Mr. Kuldip Raina, MD & CEO, Shalimar Paints, said the new portfolio is intended to deliver durability and elegance for interior and exterior surfaces, giving homeowners and professionals finishes that last.

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India’s Steel Imports Drop 34 Per Cent, Exports Jump 25 Per Cent In April–October

Domestic output stays strong despite market softness

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India’s finished steel imports fell 34.1 per cent year-on-year to 2.5 million tonnes in the first seven months of the financial year, government data shows. Despite this decline, the country — the world’s second-largest crude steel producer — remained a net importer of finished steel between April and October. The fall in imports occurred alongside a 7.4 per cent rise in domestic consumption, which reached 92.2 million tonnes.

South Korea was the biggest supplier during the period, exporting 1.4 million tonnes of finished steel to India. It was followed by China, Japan and Russia. Although overall imports fell, the figures underline the steady inflow of foreign steel into the Indian market.

Domestic production remained firm. India produced 91.6 million tonnes of finished steel in April–October, while crude steel output stood at 95.7 million tonnes, highlighting the resilience and scale of the sector despite import competition.

In contrast to the import trend, India’s finished steel exports rose sharply by 25.3 per cent year-on-year to 3.5 million tonnes. Italy and Belgium were the biggest European buyers, followed by Spain, reflecting strong international demand for Indian steel in select markets.

The government report noted that domestic steel prices were under pressure due to subdued demand and high supply. Trading activity also slowed during the festive season, adding strain on smaller steel producers.

The combined trend of lower imports, higher exports and rising domestic consumption presents a mixed picture for the steel industry, which is managing both domestic market softness and shifting global trade dynamics.

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Stainless Academy To Train 5 Lakh MSMEs By 2030

Initiative to boost skills and strengthen stainless steel sector.

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Stainless Academy, aligned with national programmes such as Make in India and Skill India, has announced plans to reach more than 5 lakh Micro, Small and Medium Enterprises (MSMEs) across the country. The initiative aims to equip students, young professionals and MSMEs, including fabricators, with category awareness and future-ready skills to strengthen the value chain and drive sustainable industrial growth.

Since its launch, Stainless Academy has trained over 60,000 MSME fabricators, educated around 9,000 students across engineering and polytechnic colleges through specialised programmes, and conducted multiple industry sessions to support sectoral development. The academy is associated with Jindal Stainless, India’s largest stainless steel producer.

“In our pursuit of an Atmanirbhar Bharat, building human capital is paramount. The Stainless Academy is our commitment to shaping that future by fostering knowledge, skill and excellence across the value chain. Our goal is not only to prepare a competent workforce but to build an ecosystem that drives India’s industrial growth on the global stage,” said Abhyuday Jindal, Managing Director of Jindal Stainless.

The academy collaborates with leading academic institutions such as IITs, NITs and polytechnic colleges to offer specialised courses, ensuring a future-ready talent pipeline and a smoother student transition into the workforce. A recent example is the company’s MoU with Gati Shakti Vishwavidyalaya, Vadodara, for advanced research, teaching and training in stainless steel applications, under which classes began earlier this month.

The programme intends to train over 5 lakh MSMEs by 2030, expanding across major stainless steel clusters in Gujarat, Haryana, Delhi-NCR, Maharashtra, Bihar, Tamil Nadu, Odisha, Jharkhand, Chhattisgarh, Karnataka and West Bengal. By engaging both urban and rural communities, it ensures equitable access to modern skill development. Through its flagship Fabricator Training Programmes, the academy offers grassroots training in fabrication techniques, design and quality standards. Additional downstream industry programmes help enhance workforce capabilities through workshops and classroom-based learning.

“The Stainless Academy aims to nurture a culture of continuous learning and upskilling that keeps pace with new technologies, processes and possibilities. It is not just about training today’s workforce but preparing tomorrow’s,” said Vijay Sharma, Director, Corporate Affairs at Jindal Stainless.

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