JK Super Cement brand is driven by the core values of the Organisation, which has always kept ‘People First’. The ‘U’ symbol represents all our key stakeholders - our consumers, employees, channel partners, suppliers and business associates, who are at the centre of all activities that the Brand does. The three beams embody the three core values of our brand, namely strength, consistency and durability. Together, the ‘Suraksha Ka Naya Chinh’ symbolises the brand’s promise - ‘Buildsafe’.