Governing Objective


Ethos is a Greek word meaning "character" or "spirit" and we use it to describe the values at the core of TITAN's identity that guide the way we conduct our business with respect, accountability and responsibility.

We have adopted TITAN's Governing Objective and Corporate Values:

Our governing objective

We aim to grow as an international, vertically-integrated cement producer, combining an entrepreneurial spirit and operational excellence with respect for people, society and the environment.

To achieve this objective, we focus on four strategic priorities:

Geographical diversification

We expand our business through acquisitions and greenfield developments in attractive new markets, to diversify our earnings base and mitigate reliance on a few markets.

Continuous competitive improvement

We deliver new efficiencies throughout our business to reduce costs and compete more effectively,implementing digital solutions across our value chain.

Vertical integration

We extend our business into other product areas in the cement value chain, serving our customers better and accessing new profit opportunities.

Sustainability, with focus on the environment and society

We reduce our environmental footprint, with focus on decarbonisation and biodiversity.

We care for and develop our employees, and foster constructive collaborations with our neighboring communities and other stakeholders.

Underpinning these priorities is our approach to sharing best practices and know-how and leveraging expertise. Applying this approach across the Group helps the development of our capabilities and the efficient delivery of our governing objective.

A clear strategy supported by core values

Our values are at the core of who we are; they guide our strategy and provide the foundation for all our operations. They have provided our people with a strong bond and supported the growth that has sustained us for over a century, stemming directly from the principles, beliefs and vision of our founders back in 1902. They remain the solid basis of our culture and family spirit.


  • Ethical business practices
  • Transparency
  • Open communication


  • Enhancement of our knowledge base
  • Proficiency in every function
  • Excellence in core competencies

Value to the customer

  • Anticipation of customer needs
  • Innovative solutions
  • High quality products and services

Delivering results

  • Shareholder value
  • Clear objectives
  • High standards

Continuous improvement

  • Learning organization
  • Willingness to change
  • Rise to challenges

Corporate social responsibility

  • Safety first
  • Sustainable development
  • Stakeholder engagement