JK Cement has launched JK Cement ShieldMaxX, a white cement based universal waterproof putty, across UP, Bihar, MP, Jharkhand, Chhattisgarh and West Bengal. Developed using advanced German technology JK Cement ShieldMaxX protects walls from dampness, and efflorescence, resulting in longer paint life.

This innovative product, contains Active SiH4 Molecules and is suitable for application on both interiors and exteriors/walls, making it a uniquely differentiated product proposition.

A key highlight at the event was the special experience zone with a living room and exteriors of a house, created to depict the application of the product. Besides dignitaries from JK Cement, renowned entertainer Sunil Grover was also present at the launch.

While JK Cement ShieldMaxX will be piloted in the above mentioned states, the product will be rolled out across the Country soon.

Idea for both new painting and repainting, the product is versatile and promises a velvet like finish on the walls along with higher coverage. It is perfectly suitable for bricks, solid or hollow blocks, AAC Blocks, concrete surface, plaster board on RCC/MIVAN/POP or similar surfaces. The product will be available in two different pack sizes i.e. 5kg and 20 kg and comes with a shelf life of 12 months. JK Cement ShieldMaxX will be distributed through a pan India network of dealers and retailers of JK White Cement.

Speaking on the new product launch, Business Head (White Cement) – Niranjan Mishra said, “We have always striven to launch quality innovative products to cater to the ever changing and growing needs of the consumers. The launch of JK Cement ShieldMaxX is aimed at addressing the current market demand and the consumers need for a versatile product with excellent waterproofing property for beautiful interiors and exteriors. We see great potential in JK Cement ShieldMaxX and really look forward to deliver a quality product.”