Ch. Gandhi Raju, Vice-President – Marketing at Anjani Portland Cement, strongly believes that a product or service is truly successful if it serves the purpose of rural population & this has prompted him to focus predominantly on the rural market in all Anjani endeavoursHandling innovative products and practices in marketing division in various organizations in his career, Ch. Gandhi Raju was treading a familiar ground with Anjani Cement and has played an enthusiastic, supportive and decisive role in bringing the company and its marketing practices to the forefront and execution.An MBA in Marketing from University of Pune and has more than 28 years of rich experience with NCL Industries which comprised not only of marketing cement but also innovative building materials such as Bison panel, Seccolar systems, Altek surface coating products and pre-fabricated houses. Marketing these innovative building material introduced first time by NCL was the most challenging job for him. He later served Vishnu Cement (Raasi Group) and has been a strong support and strength for Anjani Portland Cement since its inception.Raju currently holds the position of VP Marketing at Anjani Portland Cement and has always supported and contributed to the growth of Anjani Cement to its present stature. The management has assigned the critical task of launching and successful functioning of its innovative highly customer centric services of mobile lab, Nirmaan Sajeevani and the Anjani Studios in many potential pockets of Andhra Pradesh."Anjani Cement Studio" created for taking the services of Anjani to the common man. A visit to these studios displays a spread of practical information on the quality aspect of cement that can be tested, its strength and durability of all construction requirements. The visitor can also be advised on various usages of cement, the optimum ratio mix of gravel, sand, water and cement for various applications through construction process – big or small.Another innovative and original project by Anjani Cement – "Nirmaan Sanjeevani" is an array of mobile concrete solutions. A specialized ‘testing laboratory on wheels’ for all cement and concrete related quality testing needs and queries of the end use customer, to support the customer through all stages of construction and post construction.Raju is of a strong belief that any product or service is a true success if it can serve the purpose of rural market requirements. He professes predominant rural market focus in all Anjani endeavors and the results are open for assessment today. At present Anjani Cement has operations in seven states, Pondicherry & Andaman & Nicobar. He was instrumental in establishing a strong dealer network and customer base in south India, Maharashtra and Odisha.Experience has shown him that innovative technology and products when presented for acceptance in the market will require tireless ground work and strategic visibility in the market. Its success largely depends on efficient usage of critical introductory time span. Raju, a man of sensitive disposition and very tactical conversation skills has always been able to communicate and identify himself with the channel partners in the market throughout his career. A perceptive lover of music, Raju befitting his name enjoys high level of human interaction in his meeting with dealers, customers, potential client groups through new and prospective areas for market development.