Mumbai: Classic Marble Company (CMC), India’s leading premium natural marble company and the only player in the category to have crossed ₹1,000 crore in revenue, has unveiled a refreshed brand identity and launched its new integrated campaign, ‘Unearthing the Extraordinary’, as part of its strategy to strengthen its presence in the luxury surfaces market and accelerate growth over the next three years.
Developed in partnership with TBWA\Lintas, part of Omnicom Advertising Group, the refreshed identity marks a new phase in the company’s brand evolution while retaining its legacy of craftsmanship, design excellence and quality. The redesigned visual identity features refined gold-accented typography and contemporary aesthetics inspired by the timeless appeal of natural marble, reflecting CMC’s focus on understated luxury, authenticity and enduring elegance.
The rebranding also underscores the company’s increased focus on luxury white marble, a segment it considers central to its long-term growth strategy. CMC currently offers more than 2,000 premium marble collections sourced globally, catering to luxury residential and commercial projects across India.
As the first expression of its new identity, CMC has introduced ‘Unearthing the Extraordinary’, an integrated campaign that seeks to reposition luxury marble through storytelling rather than conventional product-led communication. The campaign centres on Namibian Crystal White marble, sourced from an exclusive quarry in Namibia and positioned as the benchmark for premium white marble.
Drawing inspiration from Africa’s rare white wildlife, the campaign aims to transform the geological rarity of the stone into a broader narrative around provenance, aspiration and enduring luxury. Through this approach, CMC is looking to build a stronger emotional connection with consumers while elevating the brand beyond functional product attributes.
The brand refresh forms part of CMC’s broader business strategy, which includes a target of doubling its revenue over the next three years. Having transformed more than 40 million premium spaces over the past three decades, the company is also investing in immersive retail experiences, including its Experience Centre in Silvassa, one of the world’s largest luxury surface experience centres for homeowners, architects and interior designers.
Speaking on the company’s refreshed identity and growth vision, Mohanraj Jagannivasan, Chief Executive Officer, Classic Marble Company, said, “India’s luxury living market is entering a new phase of growth, driven by rising aspirations, premium home ownership and a growing appreciation for authentic materials that stand the test of time. As consumers increasingly seek meaningful luxury over conspicuous luxury, we believe natural marble will continue to define the finest living spaces. Our refreshed identity reflects this shift and marks the beginning of CMC’s next chapter. This refreshed identity strengthens our leadership in luxury natural stone while supporting our ambition to double our business over the next three years through deeper consumer engagement, immersive retail experiences and exclusive global sourcing capabilities.”
Speaking on the brand evolution, Priye Choudhary, Chief Marketing Officer, Classic Marble Company, said, “This campaign is the first expression of CMC’s new brand identity and reflects a fundamental shift in the way we build brands. In categories where products increasingly achieve parity, brands become the primary source of relevance and competitive advantage. Unearthing the Extraordinary was created to move beyond showcasing product superiority and build enduring meaning around one of nature’s rarest masterpieces. Drawing inspiration from Africa’s extraordinary white wildlife, we transformed provenance into culture, rarity into emotion, and marble into a story consumers will remember. This is the beginning of our ambition to build a globally admired luxury brand through ideas that endure beyond advertising.”
Sharing the strategic thinking behind CMC’s new brand architecture, Vishal Bagade, Executive Creative Director, TBWA\Lintas, said, “It was a great opportunity and responsibility to design a new identity for one of the leading marble companies of the country. The challenge was to blend legacy with modernity and at the same time make it future facing. The result is suave and contemporary identity that is in line with the company’s global ambitions.”
The company will support the new identity with a three-month integrated campaign across OTT platforms, digital media, print, outdoor, cinema and premium experiential touchpoints. Through ‘Unearthing the Extraordinary’, CMC aims to deepen engagement with homeowners, architects, interior designers and luxury consumers while reinforcing its position in India’s premium natural marble market and advancing its ambition of building a globally recognised luxury brand
