INSEE Sanstha

Popular brand INSEE Sanstha is said to be Sri Lanka’s first superior blended cement and the only such product in the country to be manufactured with fresh high-grade quality raw materials extracted from local quarries.

The company’s research indicates that two of three homes in Sri Lanka are built with INSEE Sanstha, which is positioned as the first local cement product to be certified under British standards.

It is also marketed as the first local cement brand to be recognised as a low carbon emission product by the Green Building Council of Sri Lanka (GBCSL) and receive the Green Mark Gold Award from the Ceylon Institute of Builders (CIOB).

Beyond the industry firsts it is credited with achieving, INSEE sheds light on the attributes that position it as a ‘super brand’ that resonates in Sri Lankans’ hearts and minds.

INSEE Sanstha is more a representation of local heritage than a brand for Sri Lankans, drawing from a presence stretching back five decades to lay claim to being the oldest cement brand in a construction landscape that evolved significantly following the end of the civil unrest in 2009.

Given the construction industry’s role at this crucial juncture of the country’s revival, INSEE has gained a foothold as a preferred cement brand for home building and construction by homebuilders.

Moreover, it notes that building contractors and developers have displayed a preference for INSEE, given the product’s infusion of raw material engineering, optimisation and carbon emission mitigation.

Many of Sri Lanka’s infrastructure development projects bear the INSEE name. The Kotmale hydroelectric power station, Mattala Rajapaksa International Airport (MRIA), Kallady Bridge, Hambantota International Port, Dikkowita and Valaichchenai harbours, and Southern Expressway are a few notable projects.

INSEE’s organic brand association with national rebuilding efforts instilled a sense of nationalistic consumer loyalty that has remained intact over the years. It acts as the company’s main driver of brand growth and is among the most notable credentials in the local market.

Moreover, INSEE Sanstha has enjoyed the honour of being conferred the ‘Housing and Construction Brand of the Year’ award for 10 consecutive years at the SLIM People’s Awards. Its excellence is solidified by its recognition among the rankings of ‘Sri Lanka’s Most Loved Brands.’

The brand’s inherent strength stems from its unique physicochemical properties.

As a blended cement product manufactured locally in compliance with SLS 1253 and 1697, INSEE is engineered with ultra-fine particles for superior workability and stability with high degrees of consolidation and compaction. These particles act as lubricants, reducing the demand for water and admixture doses compared to other cement brands.

As a result of this degree of consolidation and particle fineness, INSEE Sanstha produces denser and stronger concrete, leading to minimal steel corrosion and making structures durable.

The company collaborates with local consumers and industry stakeholders, and looks to identify and address the construction industry’s emerging challenges. Direct engagement with contractors, masons, engineers and on-site labourers enable the brand to build strong relationships with these hard workers, and creates the ideal opportunity to understand their needs based on their perspectives.

Customers tend to gravitate towards brands for which they have built loyalty. This phenomenon becomes more evident when customers face economically tumultuous times.

A brand that delivers consistency in terms of quality and promises is best positioned to cater to changing consumer requirements.

INSEE’s existing brand association with nationalistic sentiment organically aligned it with multiple post-pandemic recovery efforts initiated across the country. The brand offered cement at concessionary rates to tri-forces personnel serving as front liners, and retired and disabled servicemen in addition to the notable donations it made previously.

Similar efforts have been identified as contributing to the recovery of the nation and construction industry.

Consumers and employees love brands that deliver their brand promise, and commit to efforts that transcend routine job descriptions.

With a strong brand purpose of building legacies that last for generations, INSEE Sanstha is among the most loved for transcending the traditional transactional relationship and succeeding in creating an emotional bond with consumers to spark brand evangelism.

Jan Kunigk
Executive VP
Sales, Marketing & Innovation

www.siamcitycement.com