India: CK Birla group's subsidiary, HIL Limited, has announced that it has sold 100,000t of Charminar brand fibre cement roofing sheets in May 2014.

"This is the highest ever achieved by any brand globally," said HIL's managing director, Abhaya Shankar. He added that Charminar has been a household name, synonymous with asbestos roofing solutions across India, for nearly six decades. HIL has eight manufacturing plants, an installed capacity of 1Mt/yr and a 20% share in the US$669m market of asbestos roofing products in India.

Formerly known as Hyderabad Industries Limited, HIL launched Charminar asbestos roofing products 66 years ago. Shankar said the brand had attained market leadership some time in the late 1950s and retained that position thereafter. As a part of brand-building efforts, HIL has deployed campaign vans, relied on wall paintings and actively participated in village marts and other such events in rural areas. According to Shankar, the brand building involved three aspects: a strong relationship with distributors, a pan-Indian presence and consistent policies in respect of trade. HIL has also made use of a good supply chain and a robust system to get customer feedback. HIL spends about 2.5-3% of its revenues on brand building.