Birla White

What Birla White does

Birla White is a business unit of UltraTech Cement Ltd. (the cement flagship of the US$67 billion Aditya Birla Group) that manufactures and markets white cement-based construction surface preparation and finishing solutions in India. Founded in 1988, it is the market leader in the Indian white cement category and operates a portfolio that spans white cement, wall putty (WallCare, WallSeal Waterproof, Excel, Bio-Shield Anti-Viral, Saltblock), waterproofing (Seep Guard), primers (PrimaCoat, ActivCoat, Extocare), tile adhesives (TileStix), distemper paint (TRUTONEx), gypsum plaster (Levelplast), textures (Textura), and GRC architectural elements. The portfolio is unified by the "White Cement Advantage" — premium White Portland Cement (89%+ on Hunter Whiteness Scale, 370–400 Blaine fineness, 60 MPa compressive strength) combined with proprietary polymer technologies (RD Polymers, HP Polymers, Extra HP Polymers, Active German Silicon Polymers, Silver Ion Technology) to deliver differentiated performance in whiteness, water resistance, adhesion, and durability. The company was the first white cement company in India to receive CE certification and holds GreenPro and ISO/IEC 27001:2022 certifications.

The business model is product sales through a pan-India network of distributors and retail dealers, leveraging UltraTech Cement's distribution infrastructure. The go-to-market addresses two primary buyer personas: homeowners and individual consumers making one-time purchases, and trade professionals (painters, contractors, applicators) who drive product recommendations. The Experts Club — an app-based loyalty platform with 14.5+ lakh downloads — engages contractors via digital KYC, instant cash rewards, portfolio showcase, tender leads, and certification, functioning as both a CRM and a community moat. Marketing combines brand ambassador Vicky Kaushal campaigns, TV advertising, content marketing, SEO (recognized with a Silver Metal at e4m ICMA 2025), and retail/applicator location tools. Pricing is not publicly disclosed and varies by region, pack size, and dealer; revenue is generated entirely through one-time product sales with no subscription or recurring component.

Recent strategic moves include expansion into tile adhesives with TileStix (launched July 2025), the launch of India's first anti-viral putty (Bio-Shield) in 2025, and the appointment of Navin Chettiar as Head – IT & Digital effective July 2026 to lead digital transformation. The entity operates under the corporate parent structure of UltraTech Cement and does not have independent funding, cap-table, or standalone revenue disclosure.

Name

Birla White

Legal name

Birla White (Unit of UltraTech Cement Ltd.)

Website

https://birlawhite.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Birla White is a business unit of UltraTech Cement that manufactures white cement-based construction surface finishing products in India, including wall putty, waterproofing, tile adhesives, primers, and distemper paint, distributed through a pan-India dealer network and a 14.5 lakh-member contractor loyalty app.

Ownership category

akta.pro rank

Product category

White Cement-Based Construction Materials

NAICS

Cement Manufacturing (32731), Cement Manufacturing (327310), Cement and Concrete Product Manufacturing (3273), Other Concrete Product Manufacturing (327390)

SIC

Cement, Hydraulic (3241), Concrete, Gypsum & Plaster Products (3270), Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Adhesives & Sealants (2891)

akta.pro primary industry

Cement Manufacturing (Portland, Blended & Specialty) (IMADAAAG)

akta.pro secondary industries

Joint Compounds, Skim Coats & Wall Prep Materials (IMADAKAI), Primers, Bonding Agents & Surface Preparation Products (IMADAOAK), Concrete & Masonry Coatings (IMADAKAE), Architectural & Decorative Painting (Interior/Exterior) (IMAIAKAA), Textured Wall Finishes (Plasters, Stucco, Tadelakt) (IMADAKAH)

Keywords

• White cement products
• Wall putty
• Waterproofing solutions
• Construction surface finishing
• Tile adhesives

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. White Cement & Surface Finishing Products: Birla White generates revenue primarily through the manufacture and sale of white cement-based construction surface preparation and finishing products. Products are sold through a pan-India network of distributors and retail dealers. Categories include white cement, wall putty (WallCare, Excel, Bio-Shield, WallSeal), waterproofing solutions (Seep Guard), primers (PrimaCoat, ActivCoat, Extocare), tile adhesives (TileStix range), distemper paint (TRUTONEx), gypsum plaster, textures, GRC, and cement wash (Ever White Cement Wash). Revenue is generated through one-time product purchases by homeowners, builders, and contractors through trade channels.
2. Experts Club Loyalty Program (B2C Engagement): The Experts Club app-based loyalty platform engages contractors and applicators with loyalty points, cash tokens, and instant gratification on every transaction of ₹100 or more. While not a direct revenue stream, it drives brand preference and purchase volume through the trade channel. Members earn loyalty points and cash tokens on purchases of participating Birla White products, strengthening channel loyalty and repeat purchases.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Birla White manufactures and sells white cement-based construction surface preparation and finishing products including white cement, wall putty, waterproofing solutions, primers, tile adhesives, distemper paint, gypsum plaster, and textures. The products are formulated with proprietary polymer additives (RD Polymers, HP Polymers, Extra HP Polymers, Active German Silicon Polymers) to deliver superior whiteness, water resistance, adhesion, and durability across surface finishing applications. The company sells through a pan-India network of distributors, dealers, and certified applicators for use in residential and commercial construction projects.

Product overview

Birla White is a construction materials company specializing in white cement-based products for wall finishing, waterproofing, and surface preparation. The portfolio centers on White Portland Cement as the foundational ingredient across all product lines, combined with proprietary polymer technologies. Core product categories include: (1) White Cement and Cement Wash for foundation and finishing applications; (2) Wall Putty family comprising WallCare Putty, WallSeal Waterproof Putty, Excel Putty, Bio-Shield Putty (India's first anti-viral putty), and Saltblock Anti-Efflorescence Putty; (3) Seep Guard Waterproofing Solutions with specialized variants for interior, vertical, and horizontal surfaces plus Seep Blocker products; (4) Primer products including PrimaCoat, ActivCoat, and Extocare; (5) TileStix tile adhesives for interior and exterior tiling; (6) TRUTONEx Distemper Paint with 6 factory-made premix shades; (7) Levelplast ready-mix plaster; (8) Textura textures for decorative wall finishes; and (9) GRC (Glass Fiber Reinforced Concrete) for architectural elements. The portfolio is unified by Birla White's White Cement Advantage—leveraging superior whiteness, high refractive index, and cement-based durability to deliver consistent performance across surface preparation, finishing, and protection applications.

Differentiator

Problem solved

Functional benefit

Brands

• Birla White Experts Club: App-based loyalty platform for contractors and applicators offering digital KYC, cash rewards, portfolio showcase, and certification programs
• TRUTONEx
• TileStix
• WallSeal
• Seep Guard
• Ever White Cement Wash
• PrimaCoat
• Bio-Shield Putty
• WallCare Putty

Products and services

• Birla White Cement (White Portland Cement) Premium White Portland Cement engineered for aesthetic excellence and dependable performance in wall finishing, scoring 89%+ on Hunter Whiteness Scale with 370-400 Blaine fineness and 60 MPa compressive strength. Available in 1 KG, 5 KG, 25 KG, and 50 KG pack sizes. Used by homeowners, contractors, and builders for wall finishing, decorative concrete, and surface preparation applications.
• Ever White Cement Wash Premium white cement-based cement wash providing 3x strength, crack-free finish, moisture-ready formula, long-lasting adherence, 3-year protection, surface reinforcement, and a velvety matte finish for exterior and interior walls. Available in 25 KG pack size.
• WallCare Putty White cement-based wall putty with Extra HP Polymers providing superior whiteness, enhanced adhesion, water resistance, anti-carbonation protection, and no curing requirement. Designed for cement-based plaster surfaces in residential and commercial construction.
• WallSeal Waterproof Putty Waterproof wall putty with Active German Silicon Polymers providing 2X water resistance compared to standard putties. Prevents algae and fungus growth, offers more whiteness, and does not require application of primer before paint.
• Excel Putty Premium wall putty with +94.5% on Hunter Whiteness Scale, water resistance, and compatibility with various paint finishes. Designed for achieving ultra-white walls and premium marble-like finish in residential and commercial interiors.
• Bio-Shield Putty India's first anti-viral putty with silver ion technology providing anti-viral, anti-bacterial, anti-fungal, and anti-algae properties. Tested by NABL lab, kills 99.9% of viruses and bacteria. Features curing-free (pre-wetting-free) application and is GreenPro certified.
• Seep Guard Waterproofing Solutions Cement-based waterproofing products with premium additives and flexible-grade German polymer. Can withstand up to 3 bars of hydrostatic pressure with crack-bridging and efflorescence-resistant properties. Includes Interior Surfaces, Vertical Surfaces, Horizontal Surfaces, Seep Blocker 2K, and Seep Blocker Pro 2K variants for moisture-exposed areas.
• PrimaCoat Primer Interior and exterior primer crafted with white cement and TiO2 for higher Reflective Index and best-in-class opacity. Delivers superior whiteness and adhesion for paint application in residential and commercial projects.
• TileStix Tile Adhesives White cement-based tile adhesive range including TileStix Intero, TileStix Intero Grip+, TileStix Vitribind, TileStix Vitribind Grip+, and TileStix Extero. Designed for strong tile bonding in interior and exterior applications, with TileStix Vitribind launched July 2025 for the premium Indian residential and commercial segment.
• TRUTONEx Distemper Paint White cement-based polymer-modified distemper paint with super washability. Available in 6 factory-made premix shades (Super White, Electric Blue, Daffodil Yellow, Merrie Pink, Off White, Pastel Green). Covers 85-105 sq.ft/kg for two coats, delivering 30% more coverage than standard options and lasts 2-3 years without compromise.
• Levelplast Ready-Mix Plaster Ready-mix plaster for smoothing uneven walls and creating flawlessly smooth surfaces. Provides thermal insulation properties to help keep homes cooler. Used by contractors and homeowners for wall leveling before further finishing.
• Textura Wall Textures Wall texture products including Roller Finish and Trowel Finish for transforming plain walls into textured surfaces with depth, style, and character. Available in multiple textures for interior and exterior decorative applications.
• Birla White GRC (Glass Fiber Reinforced Concrete) Glass Fiber Reinforced Concrete products for creating lightweight yet durable decorative architectural elements, facade panels, and structural components. Used by architects and builders for premium architectural applications.

Quantifiable outcome

• 89%+ on Hunter Whiteness Scale for white cement; +94.5% for Bio-Shield Putty (vs. 93% for regular putty)
• +5 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Kansai Nerolac Paints: Large Indian decorative and industrial paints player with primer, putty, and wall finishing products competing with Birla White's surface preparation range.
• Indigo Paints: Indian decorative paints challenger with a growing distemper and putty portfolio competing in the same retail and project channels as Birla White.
• JK White Cement: Brand of JK Cement Ltd. and the principal direct competitor to Birla White in India's white cement category, with overlapping wall putty and surface finishing extensions targeting the same contractor and homeowner segments.
• Sika India: Construction chemicals and waterproofing specialist competing directly with Birla White's Seep Guard range in the Indian waterproofing and surface protection segments.
• Berger Paints India: Major Indian decorative paints manufacturer with a putty, primer, and waterproofing portfolio that competes head-on with Birla White across retail and contractor channels.
• Asian Paints: India's largest decorative paints company with integrated putty and waterproofing solutions (e.g., SmartCare) that overlap directly with Birla White's wall putty, primer, and waterproofing lines.
• Nippon Paint India: Diversified paints and coatings player with putty, primer, and waterproofing products targeting the same Indian homeowner and contractor base as Birla White.

Broad incumbents

• UltraTech Cement: Parent entity of Birla White and India's largest cement company; relevant as the operating parent providing distribution, capital, and strategic direction to Birla White.
• Grasim Industries (Aditya Birla Group): Parent of UltraTech Cement and Aditya Birla Group's newly-launched decorative paints platform (Birla Opus), making it a strategic group-level peer with overlapping paints and coatings ambitions.
• JK Cement Ltd: Parent of JK White Cement and a broader Indian cement major; competes with UltraTech (Birla White's parent) in grey cement while its white cement arm is a direct rival in Birla White's core market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCxqRoBUDcOJjU3LQYlXb3CQ
• Facebookfacebook.com/BirlaWhiteCement
• Instagraminstagram.com/birlawhite
• Xx.com/BirlaWhite
• LinkedInlinkedin.com/company/birla-white-official

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Birla White