New BORADA® CHROMA formulation: joint cement in more than 30 colours

Discover Molins’ new launch in cementitious grouting. The new BORADA® CHROMA formula has innovative advantages and offers more than thirty colours to adapt to all the ceramic shades of your project.

In this article, we tell you all about our new joint cement.

What is BORADA®?

At Molins, as a pioneer in the manufacture of cement glue in Spain, we have our BORADA®, a cutting-edge cementitious joint, which began to be manufactured almost half a century ago as an important solution for construction and which has achieved enormous prestige in the sector.

Its success in construction has been so enormous over all these years that BORADA® has also become a recent example of how a brand name created almost half a century ago to name this cementitious joint, which is used for laying ceramic flooring, has ended up giving a name to this type of product throughout this sector. An undoubted milestone in terms of commercial and marketing strategy.

Our track record is proof of this and the commercial history of our BORADA® has been so well proven that it is a clear example of commercial metonymy. The brand has ended up eating the product and, today, the sector speaks of “borada” or “boradas” as a generic name to refer to this type of cement for Molins joints.

It is therefore a product that is widely recognised on the market, reliable and recognised by both renovation applicators, distributors, architects… as a brand with a wide range, service and reliability, for the day-to-day running of a building site.

And when faced with a construction or renovation project, when it comes to choosing the best solution and finishes, it is necessary to consider the type of tile and the location where it will be laid. If they are light shades, experts suggest using a white shade to achieve a uniform finish. If we are talking about tiles with intense or bright colours, it would be better to opt for other types of tones, more in line with our project.

BORADA® CHROMA: joint cement in more than thirty colours

For all these reasons, we have now taken a step forward with a new launch and our “traditional” BORADA® renews its formula without losing its essence, modernised in more than 30 colours to adapt to the latest trends in the ceramics sector. Times change and so do fashions.

Therefore, with our new BORADA® we offer an up-to-date colour palette that allows our customers to choose the joint according to the shades of their ceramics. Anthracite, Walnut, Zinc, Earth, Marengo, Silver….An endless number of shades that will fit like a glove to the size of the decorative project, a demand of a construction sector that is increasingly up to date with new trends.

And, without a doubt, it is the perfect ally when it comes to choosing the most suitable shade for the selected cladding, both for interiors and exteriors. We are talking about long-lasting, efflorescence-free colours, an essential aspect for our company.

You may be interested in: The choice of a cementitious adhesive: UNE 138002-2017

Applications and new trends

Another highlight of this innovative new launch is its ease of application, both for professionals and individuals, very much in line with the advance of the DIY, “do it yourself” movement for small repairs in the home. Around 70% of consumers are already turning to DIY as a way to save on these repairs.

This is a trend that has been on the rise during the pandemic and will continue to grow in the coming years, according to estimates by the National Association of Ceramic and Building Materials Distributors (Andimac).

According to figures from the European DIY sector employers’ association, the market is on an upward trend in the rest of the countries around us, with market growth of around 14 percent.

Spain, for its part, lags behind other neighbouring countries, where DIY has been widespread for years. However, the consumption of DIY products is also growing in our country, as revealed by data from the Association of Hardware and DIY Distributors (ADFB) collected by Molins, and 65% of Spaniards consider it essential to be able to buy DIY supplies immediately for their home repairs.

Learn more with Molins: How to ensure the maintenance and cleaning of seals?

But in addition, our “old” and now revamped BORADA® has a host of other outstanding properties. It has an anti-mould effect, which guarantees durability and a mould-free appearance on the surfaces where it is applied.

We are also launching a 3 kg format (the current trend is to make fewer joints when laying large-format ceramics), which is more durable and advances our circular economy objectives, as its box is made from recycled materials.

Do you want to know more? We have a technical team that accompanies you in all stages of your project and that will know how to help you choose the BORADA® that best suits the needs of your project.

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