DURAfloorprotector is a innovative, cost effective, new generation product introduced by the Supreme Industries Ltd. for protection of different type of floors. Ajay Mohta, General Manager Construction Accessories Division briefs.

DURAfloorprotector
Reasons for the introduction of floor protection product
While doing the interiors of any project, flooring is completed prior to electrical or plumbing work. During these works, scratches can develop even resulting in breaking of tiles / flooring due to dragging of heavy equipment. As 25% of the interior cost involves modern floorings, it is necessary to protect the floors till the total interior work is completed. Traditionally, Plaster of Paris (PoP) was used for this particular application but not only laying and removing of PoP is a time consuming and a tedious activity but, it also generates harmful dust.

What are the salient features of the product?
DURAfloorprotector is an innovative technology that provides universal cushioned flooring protection for wood, ceramic and vinyl floors. It is a closed-cell; polymer based microcellular foam composed of thousands of cells trapped in the foam, with the reinforcement of high performance polymer which helps to resist all types of pressure imparted. The product offers hassle-free application process compared to PoP, rosin paper, plastic runners or drop cloths. It does not absorb paint, oil, grease or any cleaning agents. DURAfloorprotector is flexible; can be cut to fit in any space and works well on either side - vacuum or sweep clean and reusable. It is environment friendly, inert and does not promote growth of bacteria and fungi.

Applications and advantages
DURAfloorprotector keeps floors safe from damage and debris and its anti-slip properties provide a safe work environment. It is a reusable, reversible surface protection for concrete, marble, granite and other counter surfaces. It also provides cushioned universal floor protection during construction for hardwood, ceramic tile, linoleum and carpet floors as well as sinks and tubs and walkways and decks during building or remodeling. It is already very well accepted by all the leading architects, interior decorators, contractors, developers and builders as there has been an urgent need for an alternative to POP and DURAfloorprotector now offers the most appropriate solution.

What is the marketing approach of the company for the product?
Supreme Industries already has a vast distribution network all over India for other DURA range of products related to civil industry. A lot of new distribution networks have been created with the launch of this product including people involved in trading / retailing of flooring tiles, plywood and other products related to interior decoration industry to make it easily available. Some of the other products under the DURA range include:

DURAmembrane: High performance waterproofing membrane
DURAboardHD100: Compressible filler board for expansion joints
DURArods: Closed cell, polymer based foam filler material with a circular profile
DURAshield: Material for spandrel insulation in glass façade buildings
DURAroofil: Light weight, resilient, soft, polymer based closed-cell foam closure profile used as gap filler in roofing systems
DURAlitefiller: Special purpose, high density filler board
DURAvapourbarrier: High performance water vapour barrier material
DURAprotector: Membrane Protection Board

NBMCW November 2016