National, 24 July 2026: Classic Marble Company (CMC), India’s leading name in premium natural marble and the only company in the category to cross ₹1,000 crore in revenue, has unveiled its refreshed brand identity, marking a defining new chapter in the brand’s evolution. Inspired by the brand’s leadership in the luxury surfaces industry for over three decades, the new identity reimagines CMC’s legacy through a contemporary lens while reinforcing its commitment to timeless craftsmanship, design excellence and uncompromising quality.
Built on the belief that true luxury endures, the refreshed identity embraces simplicity as its highest expression, reflecting CMC’s values of exclusivity, authenticity and enduring elegance. Conceptualised in partnership with TBWA\Lintas, a part of Omincom Advertising Group, the new brand architecture repositions CMC for the future while remaining rooted in its legacy of craftsmanship, quality and design excellence. The new identity and logo celebrate the timeless beauty of natural marble through refined gold-accented typography and balanced proportions that honour the brand’s rich heritage while presenting a contemporary interpretation of luxury. Created for a new generation of discerning consumers, the identity resonates with those who value thoughtful design, authenticity and lasting quality.
The new identity also signals a sharper focus on what has long been the pinnacle of natural luxury—luxury white marble. Long regarded as the ultimate expression of premium in architecture and interior design, white marble sits at the heart of CMC’s evolving brand vision. Today, CMC has established a strong presence in this uber-premium segment, offering one of India’s most extensive 2000 collections of premium marbles sourced from around the world and bringing timeless elegance to luxury residences and iconic architectural spaces.
The first expression of CMC’s new identity is “Unearthing the Extraordinary”, an integrated brand campaign that signals a deliberate shift in the company’s approach to brand building. Rather than communicating the superiority of a premium material, the campaign transforms one of nature’s rarest white marbles into a cultural story of rarity, provenance and aspiration. At the heart of the campaign is Namibian Crystal White marble, sourced from an exclusive quarry in Namibia. Recognised as the 24-carat gold standard of white marble, it becomes the symbol through which CMC expresses its renewed philosophy of enduring luxury.
Drawing inspiration from Africa’s extraordinary white wildlife, the campaign reframes geological rarity into emotional meaning, moving beyond product communication to create enduring brand memory. It marks the beginning of CMC’s ambition to build a globally admired luxury brand through stories that resonate long after the product has been experienced.
Supporting this evolution is CMC’s broader growth vision, with the company aiming to double its business revenue over the next three years. Having transformed more than 40 million premium spaces over the past three decades, CMC is now reimagining how consumers discover and engage with luxury natural marble. Reflecting this ambition is CMC’s Experience Centre in Silvassa – one of the world’s largest luxury surface experience centres, offering an immersive and personalised journey for homeowners, architects and designers. Showcasing the brand’s expansive portfolio in a thoughtfully curated environment, the centre enables visitors to explore collections, visualise applications and appreciate the scale, design and versatility of luxury natural marble in entirely new ways. More than an experience centre, it is a destination where inspiration meets innovation, bringing the world’s finest natural stones to life through thoughtfully curated spaces and immersive storytelling.
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.”
Bringing this vision to life, CMC will roll out an integrated three-month campaign across OTT platform, digital, print, outdoor, cinema and premium experiential touchpoints. Designed to engage discerning homeowners, architects, interior designers and luxury enthusiasts, Unearthing the Extraordinary extends the refreshed brand identity beyond communication into culture and conversation, celebrating the rarity, artistry and enduring appeal of the world’s finest natural white marbles while reaffirming CMC’s position as India’s definitive luxury marble brand.
About Classic Marble Company
Founded in 1994, Classic Marble Company (CMC) is one of India’s leading importers of natural marble and a pioneer in engineered stone solutions, the only company to cross Rs.1000 crore turnover in the Indian marble industry. Headquartered in Mumbai, CMC has built a strong reputation as a preferred partner for architects, designers, and developers across residential, commercial, and hospitality projects.
With over 40 million sq. ft. of marble supplied and a portfolio of more than 2000 varieties sourced globally, the company offers a diverse range of premium surface solutions. Its flagship brand, KalingaStone, along with curated collections and global collaborations, reflects CMC’s commitment to innovation, quality, and design excellence.
CMC also operates a state-of-the-art manufacturing and processing facility in Silvassa spread over 100 acres, one of the world’s largest experience centre – equipped with world’s most advanced technology and automation like Forza 360 to ensure precision, consistency and high quality products.
Being awarded with the ET Best Brands award in 2021, CMC is present in over 67 countries and continues to redefine luxury surfaces through advanced manufacturing, sustainable practices, and cutting-edge design.
