For decades, Tokyo Cement has been defined by strength, function, and engineering rigour, building a reputation rooted in consistency and trust. Today, that legacy is expanding. The company now runs entirely on renewable energy and is leading efforts in sustainable construction, from low-emission cement to coral reef rehabilitation. As it engages a new generation of builders and policymakers, Tokyo Cement is proving that even in a heavy industry, innovation and social responsibility can go hand in hand. Praveen Gnanam, Director – Innovations of Tokyo Cement, shares how the brand has evolved over 40 years and is now shaping a more sustainable future for construction.
How has Tokyo Cement’s brand positioning evolved, shifting from a purely infrastructure-focused approach to incorporating broader themes such as environmental stewardship?
Tokyo Cement’s brand journey has evolved from a focus on function to one that emphasises feeling. In our early years, we focused on communicating the technical edge and functional value of our cement, concrete, and dry mortar solutions. But as we evolved, so did our purpose. Today, our brand is anchored not just in what we build, but in why we build them.
Our flagship brand, Tokyo Super, once positioned purely on strength and performance, is now shaped by a broader, more human message, “Super for Anything.” This tagline reflects not just versatility in use but also aims for emotional resonance. Ours is a brand people trust to build homes, dreams, and futures.
Our commitment to environmental stewardship, from pioneering renewable energy in manufacturing to large-scale reforestation, further strengthens this identity. As a result, Tokyo Cement has grown beyond a construction brand. We have become a symbol of responsibility, reliability, and resilience.
What brand risks arise when an industrial company like Tokyo Cement actively associates itself with ecological restoration, and how are these risks managed?
Cement is a resource-intensive industry responsible for nearly 8% of global CO₂ emissions. So when a manufacturer like Tokyo Cement discusses sustainability, it naturally invites scepticism alongside concerns about greenwashing.
That is why we lead with action, not just advocacy. Tokyo Cement is one of the few cement producers in the world that uses 100% renewable energy for its manufacturing operations. Our environmental commitments are rooted in long-term, science-backed programmes. From planting nearly 10 million Gliricidia trees for our sustainable fuelwood initiative to reforesting over 100,000 mangroves along coastal belts to rehabilitating coral reefs, our approach is consistent, measured, and ongoing.
We have also shifted focus internally. Our R&D teams continuously work on reducing the carbon footprint of our products, from using low-emission raw material substitutes to developing concrete mix designs with carbon-neutral technologies. Through these collective efforts, we manage brand risks by staying authentic, transparent, and relentlessly action-driven. We don’t just claim to be green; we strive to become greener every day. It is about evolving responsibly and proving that even in a heavy industry, you can choose to do better and back it up with results.
How does the company ensure that its brand remains credible and consistent across vastly different stakeholder groups, including engineers and builders, environmental advocates, and regulators?
While understanding different stakeholder groups and their expectations remains a priority, credibility is not built by saying the right thing to each audience, but by doing the right thing consistently. At Tokyo Cement, our foundation is built on the values of integrity instilled by our late Founder-Chairman, Deshamanya A. Y. S. Gnanam. Over the decades, we have earned the trust of our stakeholders by staying true to the very same values, by delivering quality, reliability, and responsibility in everything we do.
For builders and engineers, credibility starts with performance. That is where our products speak loudest. With ISO-certified testing labs and dedicated in-house R&D, Tokyo Cement is known for setting the benchmark in technical excellence and product consistency, and as a result, is highly demanded by industry professionals.
For environmental advocates and regulators, credibility hinges on transparency and accountability. Our sustainability efforts are part of our core strategy, with initiatives and their progress documented and disclosed voluntarily, whether it is reforestation, renewable energy use, or lowering product emissions.
Across every stakeholder group, our message remains consistent: we are not just here to sell cement, we are here to build a better future.
To what extent do Tokyo Cement’s sustainability initiatives influence long-term brand equity, and how is this evaluated internally?
At Tokyo Cement, sustainability is not just a checkbox; it is a driver of innovation, a brand differentiator, and a long-term investment in our identity.
Sustainability leads our R&D efforts, and we invest heavily to offer eco-conscious solutions without ever compromising on strength or performance. From launching Tokyo Super Blended Hydraulic Cement, Sri Lanka’s greenest cement made by upcycling Fly Ash, to expanding our dry mortar range that minimises site-level waste and environmental impact, we are redefining what responsible construction looks like. Our manufacturing process is 100% energy-independent, powered entirely by biomass.
Each time a customer chooses Tokyo Cement, it is evident that these initiatives translate into brand equity. Internally, we evaluate this successful brand differentiation based on the uptake of our sustainable product mix, shifts in customer preference, and repeat business driven by trust and results.
Tokyo Supermix Plant – Peliyagoda
What distinguishes Tokyo Cement’s brand narrative from competitors who may be adopting similar ESG language without comparable programme depth?
Tokyo Cement has consistently set the standard across Sri Lanka’s construction sector, pioneering and introducing numerous product innovations in the local market. Our long-standing partnership with Japan’s Mitsubishi UBE Cement Corporation ensures we stay ahead of the curve with access to cutting-edge global technology and training.
What truly differentiates us is the integrity of our purpose. Each product we develop, from cement blends to dry mortar solutions, is engineered with sustainability in mind, aimed at reducing environmental impact while delivering uncompromised performance. While other players may adopt similar ESG language, Tokyo Cement’s approach will always remain deliberate, transparent, and backed by decades of proven action.
At the end of the day, a brand is not built by following trends, but by creating them. That is the Tokyo Cement way, and why our brands continue to lead with credibility.
How is the brand being adapted or communicated to reflect the expectations of future decision-makers, particularly younger architects, contractors, and policy influencers?
At Tokyo Cement, we believe that shaping the future of construction means shaping the minds that will build it. That is why we actively engage with the next generation of architects, engineers, contractors, and policymakers – not only through marketing but through meaningful education and exposure.
We don’t just respond to trends, we lead conversations. Across the country, we host and sponsor engineering forums, architect workshops, applicator and mason training sessions, and university outreach programmes. These platforms not only generate product awareness but also encourage the reimagination of what is considered possible in construction.
We also conduct professional training programmes for government technical officers and young professionals, assisting them in understanding the bigger picture: that sustainability, material efficiency, and innovation are no longer optional; they are essential.
Yes, there is often resistance to change. But we embrace that challenge by consistently bringing in experts, sharing global best practices, and proving the value of new ideas. Whether it is a student, a mason, or a future policymaker, we are investing in their journey because we know that building the future is not just about better materials; it is about empowering the people who use them.
What role does third-party certification, such as environmental and quality standards, play in reinforcing the brand’s legitimacy and market position?
Third-party certifications play a crucial role in bringing structure, accountability and transparency to the industry. Tokyo Cement was the first local cement manufacturer to achieve ISO 9001 and ISO 14001 certifications, and our laboratory remains the only ISO-certified cement and concrete testing facility in Sri Lanka.
While these certifications bolster our brand’s credibility by demonstrating our commitment to achieving and maintaining universally accepted standards, we see them only as a baseline, with our internal standards setting benchmarks that often go far beyond what is required by certifying bodies.
The effectiveness of third-party accreditations is also influenced by consumer awareness and understanding of the certifications, as well as the credibility of the certifying bodies. The accountability, therefore, falls on us to uphold the highest standards through continuous audits, evaluations, and testing, demonstrating our genuine commitment towards strengthening the credibility of our brand and the trust our customers place in our products.
At Tokyo Cement, we hold ourselves to a superior benchmark because quality, safety, and environmental responsibility are non-negotiable for our brand. We lead by example in the hope that others will follow so that our industry can move forward with credibility and purpose.
Looking ahead, how does Tokyo Cement plan to evolve its brand to remain relevant in a market shaped by low-carbon mandates, green financing, and climate accountability?
As the industry shifts towards low-carbon construction, Tokyo Cement is actively pushing boundaries, with our R&D team at the forefront, not just locally, but regionally in developing lower-emission products that meet the growing demand for greener solutions.
We have introduced Blended Hydraulic Cement, certified by the Ceylon Institute of Builders as a green product, which carries nearly 30% lower carbon emissions than traditional Ordinary Portland Cement. We are also pioneering carbon-cured concrete and other low-emission concrete mixes, which are deployed in suitable projects to maximise climate benefit.
Our dry mortar product range reduces site-level wastage and improves construction efficiency, which is something we continue to promote among contractors and developers. We address the resistance from traditional masons accustomed to old methods by remaining committed to driving adoption through education and field support. Looking forward, we are also advocating for regulatory frameworks that would allow us to introduce globally available, next-generation cement with even lower carbon footprints.
In a future shaped by green financing, stricter carbon mandates, and global climate accountability, Tokyo Cement is ready not only to participate but to lead. With every innovation, we aim to redefine what sustainable construction looks like in Sri Lanka. And for those seeking a partner who delivers on both performance and purpose, we intend to remain the first and most trusted choice today, and for the future we are building together.