BASF Launches Master Builders Solutions for Construction Industry in Emerging Markets

BASF launches the Master Builders Solutions brand in Russia, Turkey, the Gulf Cooperation Council countries - for example Saudi-Arabia and the United Arab Emirates - as well as Kazakhstan. The brand strengthens BASFs industry orientation: It stands for BASFs commitment to provide the whole construction industry with tailored products and solutions.

Master Builders Solutions has already been introduced in the region Asia Pacific. It will be completely rolled-out worldwide by the end of the second quarter 2014.

Master Builders Solutions draws on a number of successful specialty brands such as Master Builders, Glenium and Ucrete. It is based on a more than century-old tradition of innovations for the construction industry. "In Master Builders Solutions, we concentrate our ability to collaborate across technologies and functions on a global scale. That way, we create solutions geared to meet the individual construction challenges of our customers," said Dr. Tilman Krauch, president of BASFs Construction Chemicals division.

The range of products and services marketed under the brand features a global naming system, helping BASF to support customers and partners with constantly high quality and consistent products and services. The portfolio of products and services marketed under the brand embraces chemical solutions for new construction, maintenance, repair and renovation of buildings as well as infrastructure: concrete admixtures, cement additives, solutions for mining and tunneling, waterproofing, concrete protection and repair products, grouts and high-performance flooring products.

The launch of Master Builders Solutions in Russia, Turkey, the Gulf Cooperation Council countries such as Saudi Arabia and the United Arab Emirates, and Kazakhstan will support BASF in further strengthening its position in these emerging markets. Africa, Azerbaijan, and Jordan will follow in May 2014. "The introduction of the brand underlines that we are more than a supplier of individual chemical products. BASF combines its products and services under one brand to be the solution provider of choice for the whole construction industry. The new brand also highlights our position as truly global player in the construction chemicals industry," said Dick Purchase, head of BASF Construction Chemicals division in the ORA region (Orient, Russia & Central Asia, Africa).

The regions economies are showing strong growth