Cover Story May 01, 2014 The buyers are picking a brand, not a commodity Gujarat-based Hi-Bond Cement (India) is rapidly expanding its reach in the country. The company is geared up to boost its capacity-from 0.9 mtpa to 1.2 mtpa-by setting up plants in Maharashtra and Rajasthan. Hi-Bond attributes its success to the high demand for its products in the market and its strong brand retention value. HL Jain, Advisor-Marketing & Sales-Hi-Bond Cement (India), talks to ICR on how a branding strategy must be crafted to meet the marketing goals. Excerpts from the interview.