Charminar BirlaNu has launched UltraPremium Fibre Cement Roofs, adding a new variant to its roofing portfolio. The product is being introduced across select markets in Bihar, Punjab, and Rajasthan, as the company continues to expand its presence in high-demand regional markets.
Commenting on the launch, Vijay Lahoti, Business Head – Roofs, BirlaNu, said, “When we look at expanding our portfolio, especially in categories like roofing, the starting point for us is always the relevance of the product in the markets we operate in. Many of these regions are seeing steady construction activity, both in housing and in small commercial projects, and there is a clear need for solutions that offer reliability while also meeting higher expectations on finish and longevity. The launch of UltraPremium Fibre Cement Roofs is part of that broader approach. It allows us to strengthen our presence closer to customers, support local supply and distribution networks, and contribute to employment across the value chain. Over time, these regional markets will continue to play an important role in our growth, and our focus remains on building products and capabilities that are sustainable in the long run.”
The UltraPremium Fibre Cement Roof has been developed for residential and commercial applications where customers are increasingly seeking better surface finish along with long-term performance. While fibre cement roofing has traditionally been chosen for strength and reliability, the segment is now seeing demand for products that also offer improved aesthetics and lower maintenance.
Sharing details on the product, Pranav Ishwarlal Desai, Chief Innovation Officer, BirlaNu, said, “In the fibre cement roofing category, customers have traditionally prioritised strength and weather resistance, but we are increasingly seeing demand for better surface quality and lower maintenance over the life of the roof. UltraPremium Fibre Cement Roofs have been developed with these expectations in mind. The product features a water-repellent surface that helps reduce water absorption and limits issues such as seepage, dampness, and algae formation during prolonged exposure to rain. Along with this, the smoother surface finish offers a visible improvement over conventional options, while the core performance remains consistent with what customers expect from fibre cement roofing. The objective was to create a roof that performs well over time and also looks better for longer.”
The product is being rolled out across Purnea, Bhagalpur, Muzaffarpur, Madhubani, Saharsa, Gaya and Saran in Bihar; Ludhiana, Amritsar and Jalandhar in Punjab; and Jaipur in Rajasthan.