BASF has launched the Master Builders Solutions brand in the GCC as well as in Russia, Turkey and Kazakhstan, in line with its commitment to provide tailor-made products and solutions to the industry.

The new global brand that bundles products and solutions for the construction industry has already been introduced in the Asia Pacific region and will be completely rolled out across the world by the end of the second quarter of 2014.

The launch of Master Builders Solutions in Saudi Arabia, in the cities of Al Khobar, Jubail, Jeddah and Riyadh, was attended by more than 1,200 guests from across all the four regions.

Commenting on the Saudi launch, Saudi BASF’s business systems manager Mohammed El Khub said: “With the launch of Master Builders Solutions, we at Saudi BASF have embarked on a new and a more focused path ahead, where we as a team will work to support our customers and satisfy their need.”

The launch event was also an opportunity for the customers to find out more about the brand and the products portfolio, he said.

Master Builders Solutions, comprising 30 brands of construction chemical solutions, draws on a number of successful specialty brands such as Master Builders, Glenium and Ucrete. It is based on more than a 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 BASF’s 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 tunnelling, waterproofing, concrete protection and repair products, grouts and high-performance flooring products.

BASF Saudi sales staff.

The launch of Master Builders Solutions in Russia, Turkey, the GCC, and Kazakhstan will aim to 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 and Central Asia, Africa).

With its comprehensive portfolio marketed under the Master Builders Solutions brand, BASF is offering state-of-the-art construction chemical solutions to support its local partners. Key projects such as Al Masjid Al Haram expansion in Makkah, King Abdullah Financial District (KAFD) in Riyadh and Sadara in Jubail, are strengthening the country’s social and economic performance, said Purchase.