In the years following the pandemic, sustainability was no longer a choice—it became an industry imperative. The building materials sector, responsible for significant environmental impact, faced a pressing challenge: how to deliver high performance without compromising the planet’s future. For many, this was a conversation about long-term goals. For Er. Abinash Mishra, it was a call to act immediately.
At the time, Abinash was leading New Building Solutions Growth at Dalmia Cement Bharat Limited, tasked with expanding the company’s portfolio of innovative, future-ready products. His mission was clear: develop a green, sustainable tile fixing adhesive that could perform as well as, if not better than, conventional products—without using a single grain of river sand. The result of this mission would become a game-changer for the industry: Dalmia Magic Innofix.
The Sustainability Challenge
Traditional tile adhesives often rely on river sand as a key ingredient. While effective, this practice has long been linked to environmental degradation, riverbed erosion, and habitat loss. Abinash knew that to create a truly green alternative, he had to start from scratch—rethinking the formula, the raw materials, and the performance expectations.
The goal was ambitious:
- Eliminate river sand entirely.
- Ensure the adhesive could withstand moisture, temperature changes, and heavy loads.
- Guarantee strong bonding for tiles, marble slabs, and even vertical surfaces.
- Deliver measurable environmental benefits, particularly in CO₂ savings.
Trials That Tested Every Assumption
Rather than rushing to market, Abinash led an intensive six-month R&D phase, testing prototypes across nearly 400 construction sites. These trials involved real-world conditions—residential towers, commercial complexes, and high-end projects where failure was not an option.
Every batch was monitored for adhesion strength, workability, curing time, and long-term durability. Feedback loops with applicators, builders, and engineers ensured that each iteration got closer to the perfect formula. The result was a polymerized batter mix engineered for exceptional bonding, moisture resistance, and long-term structural stability.
Impact in Numbers
- 400+ sites tested before market launch
- 100% river sand-free formulation
- Up to 30% CO₂ savings compared to conventional adhesives
- Suitable for vertical heavy-load applications like marble slabs
- Endorsed by multiple PMCs, architects, and green building consultants
- Rapid adoption across premium residential and commercial projects
From Formula to Brand
A great product deserves a great identity. After extensive testing, Abinash and his team spent time crafting a name that would capture both the innovation and the sustainability at its core. Six months after the first lab trials, Dalmia Magic Innofix was born—a name that fused trust (“Dalmia”), transformation (“Magic”), and innovation in fixing solutions (“Innofix”).
The branding positioned Innofix not merely as a tile adhesive but as a green construction solution, aligning perfectly with India’s evolving building codes and the increasing adoption of sustainable materials.
Winning Industry Confidence
For many in the construction industry, the biggest hurdle for new products is adoption. Builders, project management consultants (PMCs), and architects often hesitate to switch from familiar methods. Abinash knew that demonstration was the key.
He personally oversaw live application sessions, training applicators and showcasing how Innofix could secure heavy tiles and marble slabs on vertical surfaces—something many adhesives struggled with. Its superior performance and ease of application quickly won over skeptics.
Architects began specifying Innofix in their project BOQs as a preferred green product. PMCs started endorsing it for its environmental credentials and long-term durability. Builders recognized the commercial advantage of a product that offered both speed and sustainability.
A Green Product with a Strong Business Case
What set Dalmia Magic Innofix apart was its ability to combine eco-friendliness with financial logic. By eliminating river sand, the product reduced dependence on a depleting natural resource. By delivering high bonding strength and moisture resistance, it reduced callbacks, repairs, and maintenance costs—saving money over the life of a project.
The environmental impact was equally significant. The CO₂ savings achieved through its use contributed to green building certifications and helped developers align with ESG (Environmental, Social, Governance) targets.
Recognition and Legacy
Abinash’s leadership in developing Innofix was widely recognized, not only within Dalmia Cement but across the industry. His work demonstrated that green innovation can be commercially viable, technically superior, and rapidly scalable.
By steering the product from concept to adoption, he reinforced his reputation as a leader who understands both the science and the business of building materials. Dalmia Magic Innofix is now regarded as a benchmark in sustainable tile fixing solutions—proof that environmental responsibility and construction excellence can go hand in hand.
In an industry often slow to change, Er. Abinash Mishra proved that transformation is possible when you combine vision, technical rigor, and relentless execution. Dalmia Magic Innofix is more than just a product—it’s a statement that the future of construction will be stronger, greener, and smarter.
From trial sites to premium high-rises, from R&D labs to architects’ specifications, the journey of Innofix is a testament to what’s possible when innovation meets purpose. And at the heart of it is a leader who turned a sustainability challenge into an opportunity to redefine an entire product category.
Er Abinash Mishra is an Industry Veteran with almost 28 years in Construction Material and construction Chemicals segment and known for his Technology and Transformational quality and is recipient of Eminent engineering personality of the Year 24-25 by Institution of Engineers.
