During the early 1970s, growth in Brazil and Mexico improved the company's bottom line. The Schmidheiny brothers convinced shareholders that the company should consolidate holdings and merge with Schweizerischen Cement-Industrie-Gesellschaft. The combined company had annual revenue of 800 million Swiss francs and established Holderbank as one of the industry’s largest companies worldwide. The oil crisis of 1973 hit the industry hard as construction demand dried up in much of the world. Strong markets in Lebanon and South Africa allowed Holderbank to weather the storm. By 1976, revenue and profits had returned to pre-crisis levels.