Alongside the production of cement which is of increasingly high performance from a structural point of view, the Italcementi group entered into a new sector of special cement products aimed at providing a genuine industrialized solution to the problem of pollution in cities. These new revolutionary products reduce air pollution and initiates self-cleaning effect in a building.

Recently, these products are launched in India, and marketed and distributed in the country by Zuari Cement, part of the Italcementi Group. Products that are available in India are TX Aria-Architectural Line and TX Aria-Environmental Line. TX Active is a photocatalytic principle for cement products which can reduce organic and inorganic pollutants present in the air. Its effectiveness has been thoroughly tested and thus certified by important independent research centers (CNR, ARPA, Ispra Research Center). Its formulation is the result of 10 years of research, tests and applications carried out by CTG, Group Technical Centre, a company in the Italcementi Group which has led to the final formulation of the active principle. Italcementi will make this material available to the whole construction sector which will thus be able to offer products with high quality standards under the TX Active brand.

In a large cities like Delhi, Mumbai, and Chennai, researchers have calculated - on the basis of test results - that covering 15% of visible urban surfaces with products containing TX Active would enable a reduction in pollution of approximately 50%.