Economy & Market

KJS will strive to make its dealers market leaders

Published

5 years ago

October 14, 2021

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PK Ahluwalia, Managing Director, KJS Cement.

KJS, on the occasion of Founder’s day Celebrations, announced a capacity expansion from 2.5 mtpa to 5 mtpa by the end of 2015. The company has a goal to become the top national player in the cement industry with its KJS Cement Vision-2020. KJS is in the process of erecting two grinding units of 1 million tonnes per annum each in Bihar and Jharsuguda, Odisha along with additional clinkerisation capacity of 2.5 million tonnes; this will raise the capacity of KJS Cement to 5 million tonnes p.a. and make them one of the largest plants in the country. They have already applied for additional mines. Complementing the capacity growth, the marketing network too has been growing wider and stronger. PK Ahluwalia, Managing Director, KJS Cement, talks about an approach that nurtures the company associates and fuels growth, too. Excerpts from the interview.

What was the thought process behind the preparation of your media plan?

Our media plan was developed using typical insights from the cement trade; most importantly, we put our money where the return in terms of recall is optimum. Television and print media form key components of our media plan, as we have set a target of becoming a brand to reckon with in the next year. Apart from the mass media build-up, we strongly believe in tactical visibility which helps the KJS brand to connect with its customers in rural areas. Our media plan is inspired by the vision to make KJS a premium brand.

What are the challenges you foresee in the market and how have you factored them into your marketing strategy?

We know the capacity to be well matched with demand, which will encourage companies to move towards better brand marketing rather than commodity selling.

Till that happens, cement remains in the grey zone of being a commodity as well as a brand. Buying will be driven by both brand recall and pricing. The challenge lies in assimilating KJS’ capacity in the market and then graduating to develop a premium brand. The idea is to maintain volume and simultaneously build value for the KJS cement brand. KJS Cement will strive to gain a share in the lucrative trade segment and become a preferred brand. Of course, we understand that it will take time and much effort.

Soaring raw material prices have forced cement prices up. How can one persuade consumers to shell out extra for your product?

Yes, raw material prices have pushed up the costs. It is clear that the consumer will shell out at a premium only if he sees value in the brand and does not see cement merely as a product. We believe in the creation of value through superior services like civil engineers educating the masons on how to improve the construction practices and also advising concrete consultants on the scientific and effective use of cement. Cement is an intermediate product, which in conjunction with the right construction practices, leads to building stronger homes for the middle class in the nation. The construction expertise in the nation must evolve to be on par with those in the developed nations. At KJS, our QC team visits the market and draws samples of other brands for comparative testing in the presence of actual consumers. These services distinguish us from other brands. Premium creation, we believe, will come from premium management and processes.

Which is the better strategy, distributing through few large dealers or routing it via an extensive network of small dealer outlets?

The design and shape of the network is immaterial, the objective is to distribute enough material to every city, tehsil centre, rural mandis, and ensure that we price the brand on par or higher than the competition. Though initially, during the launch phase, we have go with few large dealers, eventually, after one- and-a- half years of operations and crossing 1.12 lakh tonnes per month, we are beginning to focus on an extensive and deep network of smaller dealers who will co-exist with the larger dealers. In fact, we envision our network to be like a close- knit and a growing family.

Cement is seen more as a commodity than a specialised product. How do you create brand differentiation and stand apart?

We believe in converting the commodity into a consumer brand through an effective advertising strategy driven by a techno-marketing team of civil engineers who will reach out to the consumers/ users, adding value through knowledge and world class construction practices. The trick is to execute the strategy effectively at the ground level and build brand differentiation. Our key differentiators are brand quality and market services which conform to BIS and are of world class cement industry standards.

How do you reach construction professionals at different levels, ranging from civil engineers and consultants to contractors and masons?

The KJS team maintains a close interaction with leading civil engineers across the country and also actively participates in the government initiatives for rural construction. We associate with contractors who are working for the Gram Sadak Paryojana in MP and with the Mandi Parishad Samiti in UP. We reach them through our extensive network of dealers and civil engineers.

Quality perception of cement varies from customer to customer. How do you factor this into your marketing plans?

Quality perceptions are built with time and experience of the consumers. KJS Cement has built up a high reputation for its quality in a short time. A-grade quality always creates A-grade quality perception, which in turn leads to brand perception. We follow an uncompromising approach towards quality in everything from product to the management of company and services. This approach gives us the edge in quality perception.

Other than price and quality, which other factors influence buying decisions?

Word-of-mouth or the referrals from the peer group is the single biggest influencer of consumer decisions in every industry, including cement.

What are your current and future marketing plans / initiatives for promoting your products at different levels?

At KJS, our marketing initiatives will include creating market share consolidation in the core market and expanding our network in long-lead lucrative markets.

The plan will include careful identification of such markets, with a viewpoint of upcoming capacities in the area.

Over and above all this, we will continue to remain committed to inclusive growth and will ensure that our business associates continue to grow and flourish with the company. KJS will strive to make its dealers market leaders.

Concrete

Cement Makers Reaffirm Commitment to Sustainable Growth

Published

5 days ago

June 5, 2026

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World Environment Day spotlight on innovation and circularity

On World Environment Day, the Indian cement industry reiterated its commitment to supporting India’s climate ambitions through sustainable manufacturing, resource efficiency and the adoption of cleaner technologies.

The Cement Manufacturers’ Association (CMA) said the sector remains aligned with the Government of India’s Net Zero commitments and is accelerating efforts to reduce its environmental footprint while supporting the country’s infrastructure and development agenda.

Parth Jindal, President, CMA and Managing Director, JSW Cement, said the industry is increasingly adopting cleaner technologies, improving energy efficiency and expanding the use of alternative fuels and raw materials. He also highlighted the growing importance of circular economy practices, where industrial by-products and waste streams from one sector are utilised as resources in another.

“The Indian Cement Industry is aligned to the Government’s commitments on carbon mitigation and is accelerating the adoption of cleaner technologies, resource efficiency and circular economy practices while actively exploring the potential of Carbon Capture, Utilisation and Storage (CCUS) as a critical pathway for deep decarbonisation,” said Jindal.

He added that coprocessing industrial waste and by-products helps conserve natural resources, reduce disposal requirements and lower the environmental footprint across multiple sectors.

According to Jindal, sustainability is no longer limited to manufacturing processes but is increasingly influencing investment decisions, innovation strategies and long-term growth plans within the industry.

Echoing similar views, Dr Raghavpat Singhania, Vice President, CMA and Managing Director, JK Cement, said sustainable development extends beyond emissions reduction and must also focus on responsible resource utilisation and waste minimisation.

“Sustainability in the built environment cannot be measured by emissions alone. It is equally about how efficiently we use resources, how effectively we minimise waste and how responsibly we create the infrastructure that will serve future generations,” said Singhania.

He noted that the cement industry is advancing its sustainability agenda through greater resource efficiency, increased circularity, technological innovation and continuous improvements in manufacturing practices. As a key contributor to India’s infrastructure development, the sector has a critical role to play in balancing economic growth with environmental responsibility.

On the occasion of World Environment Day, industry leaders reaffirmed their commitment to supporting India’s climate goals while delivering the materials required for resilient, durable and sustainable infrastructure.

Concrete

Building a Greener Future Together

Published

6 days ago

June 4, 2026

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Environmental sustainability requires immediate action, not just long-term commitments and discussions. Recycling, circular economy practices, and technology-driven waste management can help industries reduce environmental impact while supporting sustainable growth.

Author: Jignesh Kundaria, Director and CEO, Fornnax Technology

World Environment Day serves as an important reminder that environmental sustainability can no longer remain confined to discussions, reports, or long-term commitments. The environmental challenges facing the world today demand immediate, measurable, and collective action. Across industries and communities, waste generation continues to outpace our ability to process it responsibly, placing increasing pressure on ecosystems, natural resources, public health, and the well-being of future generations.

One of the most significant shifts required today is a change in how society perceives waste. Rather than being viewed as a material to be discarded, waste must be recognised as a valuable resource that can contribute to both economic growth and environmental protection when managed through the right technologies and systems. This mindset forms the foundation of the circular economy model that countries across the world are increasingly adopting to reduce landfill dependence, recover valuable materials, and create more sustainable industrial ecosystems.

India has made meaningful progress in strengthening awareness around sustainability, recycling, and environmental responsibility over the past decade. Significant efforts are being made to formalise the recycling sector through improved infrastructure, technology adoption, policy implementation, and broader stakeholder participation. These developments are creating a stronger foundation for responsible waste management and resource recovery across the country.

However, achieving long-term environmental impact requires collaboration from all stakeholders. Industries, policymakers, technology providers, and communities must work together with greater accountability to strengthen recycling ecosystems, encourage responsible waste management practices, and create sustainable outcomes through consistent execution rather than temporary interventions.

As someone closely associated with the recycling industry, I firmly believe that technology will play a decisive role in addressing future environmental challenges. Advanced recycling systems have the potential to recover valuable resources, reduce pollution, minimise landfill burdens, and conserve energy, creating a more sustainable future for generations to come. This belief is deeply reflected in Fornnax’s motto, “Committed to Create a Green Future,” which embodies our commitment to building long-term environmental value through innovation and responsible action.

At the same time, technology alone cannot deliver meaningful change. Real progress requires intent, awareness, participation, and a shared sense of responsibility. Sustainable development can only be achieved when innovation is supported by collective action and a genuine commitment to environmental stewardship.

On this World Environment Day, let us move beyond conversations and take meaningful steps towards creating a cleaner, greener, and more sustainable planet. By embracing innovation, strengthening recycling ecosystems, and acting responsibly today, we can create lasting environmental impact and secure a better future for generations to come.

Concrete

Dalmia Bharat Acquires Jaiprakash Associates Cement Assets for ₹2,850 Crore

Published

2 weeks ago

May 25, 2026

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Dalmia Cement executed a Business Transfer Agreement with Jaiprakash Associates and Adani Infra, to acquire 5.2 MnTPA of cement capacity across Madhya Pradesh and Uttar Pradesh.

Dalmia Cement (Bharat) announced on May 22, 2026 that it had signed a Business Transfer Agreement with Jaiprakash Associates Limited and Adani Infra (India) Limited for the acquisition of cement plants located at Rewa in Madhya Pradesh and Churk, Chunar and Sadwa in Uttar Pradesh. The deal was struck at an enterprise value of ₹2,850 crore and is expected to close within two weeks of execution.

The acquired assets from Jaiprakash Associates include 5.2 MnTPA of cement capacity and 3.3 MnTPA of clinker capacity. The package also covers 99 MW of thermal power capacity and railway sidings at Rewa, Chunar, and a common siding at Churk. This infrastructure gives the acquisition immediate operational utility beyond just production tonnage.

The transaction has a long backstory. Dalmia Cement had originally entered into a framework agreement with Jaiprakash Associates in December 2022, covering the sale of these business assets along with a long-term clinker supply arrangement. However, before the deal could be completed, Jaiprakash Associates was admitted to insolvency proceedings under the Insolvency and Bankruptcy Code. The earlier agreements could not be consummated as a result.

In an official statement, Puneet Dalmia, Managing Director & CEO, Dalmia Bharat, said, “I am very excited about addition of these assets in our portfolio. This serves as a great strategic fit for Dalmia. It helps us move forward in our journey to be a pan India player and provide a strong head start to serve the high potential markets in Central region. I am optimistic that the expansion potential of these assets along with close proximity with Dalmia’s captive mines will help us create a capacity hub for the future”.

Following the approval of Adani Group’s resolution plan for Jaiprakash Associates under the IBC framework, Dalmia approached the new management to revive discussions. The fresh Business Transfer Agreement was executed to settle all pending disputes, legal proceedings, and arbitration matters arising from the original framework agreement with Jaiprakash Associates.

Expanding market reach

Dalmia added, “Our familiarity with these assets under the earlier tolling arrangement gives us a deep understanding of the facilities and helps us establish strong connect with channel partners and vendors. We believe that this will help us in faster ramp up of capacities and quicker inroads into the market. As we look forward, I am very confident that we will be able to leverage the strengths of Dalmia to operate these assets in a manner where we can maximise value creation for all our stakeholders.”

With the addition of these plants, Dalmia Bharat’s total installed cement capacity will rise to 54.7 MnTPA upon consummation. The company has further expansion projects underway at Belgaum, Pune, and Kadapa, which are expected to take overall capacity to 66.7 MnTPA by Q2 to Q3 FY28.

The Central India location of the Jaiprakash Associates plants gives Dalmia Bharat faster access to markets in Madhya Pradesh and Uttar Pradesh than a greenfield build would have allowed. The company also cited debottlenecking and brownfield expansion as near-term opportunities at the acquired sites. Dalmia Bharat said the assets were expected to contribute positively to EBITDA and overall returns, given the pricing environment in the region and the company’s cost structure.