PR89717

MUMBAI, India and MARIETTA, Ga., May 25, 2021 /PRNewswire=KYODO JBN/ --

    - Continua brand materials are sustainable carbonaceous materials that come

with

technical expertise, superior quality, and global reach to enhance product

circularity

    - Continua is all about sustainable innovation and collaboration

    - Continua product availability will exceed 70,000 tonnes annually in the

next five years

Birla Carbon[http://www.birlacarbon.com/], a global carbon black leader, today

introduced a first-of-its-kind Sustainable Carbonaceous Material with the

launch of CONTINUA. This represents a ground-breaking step forward in the

availability and know-how of sustainable solutions in the carbon black industry.

    'Sustainability at Scale' is one of the key differentiators of Continua

supported by technical expertise and backed by the trust and credibility of

Birla Carbon. Continua products, by their circular nature, will enable large and

quantifiable carbon footprint reductions, paving the way for greener, cleaner,

and more sustainable industry value chains. Over the next five years, 73,000

tonnes of Continua will be available annually for use in a wide range of

applications including tires, mechanical rubber goods, plastics, and many more.

    A Life Cycle Assessment conducted according to ISO 14040 and ISO 14044,

demonstrates that, at full capacity, 228,000 tonnes of direct and indirect CO2

emissions will be eliminated on an annual basis when compared to the

conventional carbon black process.

    Speaking at the announcement, Dr. Santrupt B. Misra, Chief Executive

Officer, Birla Carbon, said, "As leaders in our industry, it is our

responsibility to make a difference through our focus on sustainability and

innovation. We are now ready to share sustainable solutions with the world.

With the launch of 'Continua', we hope to deliver consistent, Sustainable

Carbonaceous Materials to our customers to take their circularity aspirations

closer to reality." He further added, "Birla Carbon's purpose is to 'Share the

Strength', and with 'Continua', we have taken our purpose a step further and

higher. We look forward to engaging our customers in making sustainability and

circularity a reality through 'Continua-ous innovation'."

    Commenting on the announcement, John Loudermilk, Chief Operating Officer,

said, "Continua embodies our untiring determination to innovate towards

sustainable business solutions. The infinity symbol spells out the brand name

Continua, representing our relentless spirit of continuously working towards

true sustainability and circularity in the value chains we serve. The unfinished

infinity loop is an invitation to come together and explore the potential of

Continua products to create more circularity throughout our common value

chains."

    The Continua product offering comprises not only the quality, consistency

and sustainable attributes of the carbonaceous materials but is accompanied by

technical expertise, a robust supply chain, and Birla Carbon's industry

leadership.

    About Birla Carbon

    Birla Carbon [https://www.birlacarbon.com/] is a leading global supplier of

carbon black. As one of the flagship businesses of the leading Indian

multinational conglomerate, the Aditya Birla Group

[http://www.adityabirla.com/], Birla Carbon provides innovative sustainable

carbon black solutions that enhance the performance of paints and coatings, inks

and toners, plastics, adhesives, sealants, textile fibers, mechanical rubber

goods, and tires. The company's footprint extends across 12 countries with 16

manufacturing facilities and two state-of-the-art technology centers in Marietta

(USA) and Taloja (India), providing industry-leading innovation. Its Sustainable

Operational Excellence [https://sustainability.birlacarbon.com/] (SOE) strategy

focuses on employee safety, environmental stewardship, efficient use of carbon

sources, and operating in a socially and ethically responsible manner.

    For more information, visit www.birlacarbon.com

[http://www.birlacarbon.com/] or follow us on LinkedIn

[https://www.linkedin.com/company/birlacarbon/], Twitter

[https://twitter.com/birlacarbon], Facebook

[https://www.facebook.com/birlacarbon], or Instagram

[https://www.instagram.com/birlacarbon/].

    Logo: https://mma.prnewswire.com/media/1517583/Continua_Logo.jpg

    Source: Birla Carbon