Nuvoco Vistas Corp Ltd, India’s fifth-largest cement manufacturer by capacity, wrapped up its signature cultural program — “Nuvoco Duraguard Sauthi Khaas Garba” — with a vibrant celebration and awards ceremony in Ahmedabad. This unique initiative was launched to pay tribute to Gujarat’s rich Garba heritage, embracing its deep cultural and spiritual roots. “Sauthi Khaas Garba” — meaning “Most Special Garba” — was created as a platform to recognize and preserve the state’s traditional Garba forms, many of which are often overshadowed by more commercialised versions seen today.
Much like Garba represents community, endurance, and continuity, Duraguard Cement, Nuvoco’s flagship brand, stands for lasting strength and reliability — making this cultural association a meaningful expression of the brand’s core values. The campaign made its mark across Ahmedabad, Surat, Vadodara, Rajkot, and several rural regions, reaching over 500,000 people through a combination of print, radio, digital media, PR efforts, and local activations. By celebrating grassroots Garba performances, the initiative helped shine a spotlight on Gujarat’s living heritage and created a deeper emotional connection between Nuvoco and the communities it serves.
A nomination-based selection process, supported by radio features and digital voting, identified local Garba groups who have upheld authentic traditions over the years. The finale event honored these groups as “Garba Legends of Gujarat,” recognising their role in keeping cultural practices alive.
Chirag Shah, Head of Marketing, Innovation and Sales Excellence at Nuvoco, said “Gujarat is a vital market for us — both culturally and commercially. Ahmedabad, especially during Navratri, becomes the heartbeat of the state, making it the perfect place for this celebration. Through ‘Sauthi Khaas Garba,’ we’ve not only paid tribute to tradition but also reinforced the trust our brand stands for. This initiative helped us engage meaningfully with communities, while strengthening dealer and consumer relationships across Gujarat.”
Nuvoco Vistas Corporation Limited is one of India’s leading building materials companies, with operations across the Cement, Ready-Mix Concrete (RMX), and Modern Building Materials (MBM) segments. Headquartered in Mumbai, Nuvoco has steadily expanded its footprint, especially in the East, North, and West regions of India.
The company began its journey in 2014 with a greenfield plant in Nimbol, Rajasthan, and has since grown through strategic acquisitions, including Lafarge India and Emami Cement. In April 2025, Nuvoco received approval from the NCLT for its resolution plan to acquire Vadraj Cement Limited, bringing its total cement production capacity to 31 MMTPA by Q3 FY27.
With revenue of ₹10,357 crore in FY25, Nuvoco is now ranked 5th in India by cement capacity. Its portfolio includes trusted cement brands such as Duraguard, Concreto, Double Bull, Nirmax, Infracem, and more. Nuvoco’s RMX division offers specialised concrete products including Concreto, Artiste, InstaMix, X-Con, and Ecodure, and has contributed to landmark infrastructure projects like the Mumbai-Ahmedabad Bullet Train, Delhi and Mumbai Metro, and Birsa Munda Hockey Stadium in Rourkela.
Its Modern Building Materials arm, under the Zero M brand, offers advanced construction solutions such as tile adhesives, wall putty, construction chemicals, and more. Backed by the NABL-accredited Construction Development and Innovation Centre (CDIC) in Mumbai, Nuvoco continues to focus on innovation, sustainability, and performance.
