Connect with us

Economy & Market

Role of Market Research in Strategy Formulation

Published

on

Shares

In the first part of the paper presented by Soumen Karkun, Deputy Managing Director, Holtec Consulting, on the case study, the author elucidates the backdrop of the case and the Company’s internal and external scenario.The case presented in this paper is based on a market strategy assignment, executed by Holtec in early 2012, for a leading manufacturer of cement in India. It seeks to highlight the role that good market research can play in formulating a holistic marketing strategy.BACKDROPGeneral EnvironmentWith surplus conditions prevailing in the cement industry, decision-makers in different companies set about re-examining the marketing elements which could provide them a competitive advantage. The need to revalidate the existing perceptions of the 4 Ps viz., Product, Price, Place (Distribution) and Promotion necessitated the launching of a variety of market information gathering initiatives. One of these was market research.Company EnvironmentThe company addressed in this case, had traditionally been able to command a price premium over its competitors in its principal markets. Immediately prior to the assignment described in this case, the company had observed two disturbing trends – its premium was eroding and its market shares, in districts where its realization was better, were dwindling. It, therefore, commissioned Holtec to undertake an integrated marketing assignment which could enable it to achieve a targeted return of 30% on its investment in assets.ASSOCIATED EXERCISES

Strength -Weakness AnalysisA structured questionnaire was applied to volume-users, key channel functionaries and the company’s own management and marketing staff to obtain a strength-weakness profile of the marketing function. A total of 20 factors were graded on a 5-point scale. It was found that the company had two real strengths, eight marginal strengths (which, if not attended to, could become weaknesses), five marginal weaknesses (which, with minimal effort, could be converted to strengths) and four real weaknesses.Demand – Supply ForecastingWhile demand forecasts in markets relevant to the company were determined using a variety of econometric and end-use models, projected supply was determined through the use of Holtec’s dynamic database of projects in the pipeline. It was found that the overall surplus situation prevailing in early 2012 would moderately increase over the next 3-4 fiscals and thereafter show a slightly declining trend. The demand-supply forecasting exercise was performed not only at the national level but also at the regional level.Production PotentialA technical assessment of the company’s existing production facilities and input sources was used to ascertain its production potential over the next five years.Realization Potential from Sales RedistributionA bi-dimensional analysis was done in which each district in the four states which constituted a relevant market for the company, was mapped.Competitive Advantage was determined using factors such as marketing proximities, the company’s relative strength in the market (measured by price premiums, market shares, etc.), number of dealers vis-?vis competitors, etc.Market Attractiveness was determined using demand forecasts, prevailing prices, number of competitors existing/ expected, etc.Using the above data in conjunction with the price elasticities of demand in different markets, (which were determined) as well as the transport tariffs to move cement from sources to destinations, it was established that redistribution of sales could substantially add to the company’s realization.MARKET RESEARCHObjectivesThe objectives of the market research activity were to obtain a good, impartial insight of relevant market conditions, to test a set of hypothesis relevant to cement marketing and to use the information collected to develop market-oriented, competitor profilesResearch Dimensions, Methodologies & ToolsThe survey spanned the entire month of March 2012. The activities included questionnaire development, field investigator training, field data collection, data coding/ entry/ validation/ analysis and interpretation of results. The survey team consisted of 18 field investigators and 2 supervisors. The geographic coverage included a total of 32 districts in the company’s home state and the 3 states in its immediate vicinity. The research segments included trade channels and end users (individuals, private firms and government bodies). The research methodology consisted of personally administered, structured questionnaires as well as unstructured observations on market conditions. The statistically determined sample size consisted of 650 channel members and 125 end-users. This accounted for about 8.5% of the total market population.The analytical tools included regression analysis, statistical inference tests, hypothesis testing, etc.Information gathered through ResearchThe information areas and some of the important types of information, collected and analyzed for all districts and all competitors, are shown below:??Channel Information: Member sizes (storage/ sales), brands carried, exclusivity, supporting activities, other products sold, etc.??Product Perceptions: Attribute ranking, cement type perceptions (OPC, PPC, and PSC), preference reasons for products/ packing, etc.??Price Perceptions: Competitive price comparisons, seasonalities, elasticities, premium possible for a superior cement, discounts applicable for a lower category cement, etc.??Market Sizes/ Shares: Competitive market shares, incremental sales potential, segment shares, usage determination, etc.??Market Conditions: Sourcing requisition, delivery lead times, volume seasonalities, etc.??Channel Perceptions: Best cement ranking, perception of competitive marketing functions, brand recommendation reasons, etc.??Buyer Behaviour: Brand pulls & pushes, selection reasons, segment preferences, brand influencers, best cement ranking, brand usages, etc.??Promotion: Preferred media, media effectiveness, message recall, competitive publicity effectiveness & measures, etc. ??Channel Concerns: Availability, margin comparisons, supplier attention, complaints, problem areas, preferred promotion schemes, etc.??Hypothesis Tests: A set of 20 hypotheses was statistically tested for confirmation. These were applied to both channel members and end-users. Differences observable between the two states surveyed as well as between different consumer segments, were specifically analyzed. Some of the hypotheses tested are shown below:??Darker cement sells better??Quality varies widely between brands??Cement from a new plant is better in quality than that from an old plant??OPC gives better concrete strength as compared to PPC??Consumers are perceptive of short weights??Better quality cement has lower unit consumption in construction??Lower priced cement has more demand??Jute packing reduces price realization??Instructions on cement usage increases the brand’s demand, etc.Competitor ProfilesBased on the information collected through Market Research, and its subsequent analysis, meaningful competitor profiles were generated. These included competitor names, brands, production capacity (including timing of expected additions, if any), products & volumes, product quality, packing used, districts serviced, competitive advantage ranking in different districts, prices, marketing channels employed (types and volumes), user segments catered, supply lead times, promotion methods & schemes, message recalls, push/ pull statistics, etc. Apart from the above, district-wise comparisons with the company were carried out for factors such as reputation, publicity effectiveness, price leadership, incremental sales potential, etc.

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Concrete

Liquid Intelligence

Published

on

By

Shares

Lubrication has evolved from a routine maintenance activity into a critical driver of reliability, energy efficiency, and sustainability in cement manufacturing. ICR explores how advanced lubricants, predictive maintenance, and Total Lubrication Management are helping cement plants reduce downtime, optimise performance, and achieve long-term operational excellence.

In the cement industry, discussions around operational excellence often focus on kiln efficiency, alternative fuels, digitalisation, and process optimisation. Yet one of the most influential factors affecting equipment reliability, energy consumption, maintenance costs, and sustainability often receives far less strategic attention: lubrication. From vertical roller mills and kiln drives to crushers, conveyors, clinker coolers, and large industrial gearboxes, every critical asset depends on effective lubrication to minimise friction, reduce wear, and ensure uninterrupted operation.
The importance of lubrication extends far beyond routine maintenance. According to tribology research, nearly 23 per cent of global energy consumption is associated with overcoming friction and replacing worn components. Researchers have estimated that implementing advanced tribological practices could reduce global energy consumption by as much as 8.7 per cent in the long term. For cement manufacturers operating in highly demanding environments characterised by abrasive dust, heavy loads, high temperatures, vibration, and continuous operations exceeding 8,000 hours annually, lubrication has evolved from a maintenance function into a strategic lever for reliability, sustainability, and profitability.
The significance of this opportunity becomes even clearer when viewed against the backdrop of the cement industry’s environmental challenges. According to the International Energy Agency (IEA), cement manufacturing accounts for approximately 7–8 per cent of global CO2 emissions and consumes nearly 5 per cent of industrial energy worldwide. While much attention is rightly directed toward alternative fuels, clinker factor reduction, and carbon capture technologies, maintenance practices such as lubrication remain one of the most practical and immediately deployable avenues for improving efficiency and reducing emissions.

Why lubrication is critical to cement plant reliability
Cement manufacturing relies on some of the most heavily loaded rotating equipment found in industrial production. Kiln support rollers, girth gears, vertical roller mills, crushers, conveyors, ID fans, and large gearboxes operate under extreme conditions where temperatures, loads, and contamination levels routinely challenge equipment integrity. Under such circumstances, lubricants serve not merely as friction-reducing agents but as essential protective barriers that prevent metal-to-metal contact, dissipate heat, minimise wear, and extend component life.
A modern integrated cement plant may contain thousands of lubrication points distributed across critical and auxiliary equipment. Even a minor lubrication-related issue can escalate rapidly when equipment operates continuously around the clock. Unlike batch manufacturing operations, cement plants often have limited opportunities for shutdowns, making asset reliability a key business priority. Effective lubrication directly contributes to machine availability, process stability, and production continuity.
Industry studies consistently demonstrate the relationship between lubrication and reliability. Research published by SKF indicates that approximately 36 per cent of premature bearing failures are caused by poor lubrication practices, while bearing damage accounts for nearly 50 per cent of rotating equipment failures globally. Similarly, studies by Machinery Lubrication have found that improper lubrication contributes to roughly 43 per cent of mechanical failures and more than half of bearing-related breakdowns. These statistics highlight a critical reality: lubrication is not simply a maintenance task but a reliability strategy.
The consequences of lubricant failure extend well beyond replacement parts. A failed bearing in a vertical roller mill, kiln drive, or critical conveyor system can trigger extended downtime, emergency maintenance costs, production losses, and supply chain disruptions. In large integrated cement plants, even a few hours of unplanned downtime can result in significant financial losses, making lubrication one of the most cost-effective reliability investments available.

Hidden cost of poor lubrication management
Many organisations continue to treat lubrication as a consumable expense rather than a strategic asset management function. This mindset often results in inconsistent lubrication schedules, incorrect lubricant selection, contamination issues, over-lubrication, under-lubrication, and inadequate monitoring practices. The resulting impact is often far greater than the actual cost of the lubricant itself.
Professor Procyon Mukhejee says “Lubricant purchasing often followed a conventional sourcing model: negotiate annual contracts, standardise product grades and optimise price. That logic is still relevant but no longer sufficient. In a cement plant, a lower-cost lubricant that reduces purchase spend may increase oil replacement frequency, raise wear rates or contribute to avoidable downtime. That trade-off is forcing procurement teams to think differently.”
According to industry research, up to 70 per cent of mechanical failures can be linked to contamination, improper lubricant selection, or inadequate lubrication practices. Noria Corporation estimates that world-class lubrication programmes can reduce maintenance costs by 20–40 per cent and extend equipment life by as much as 50 per cent. Conversely, reactive lubrication practices increase spare-part consumption, raise labour requirements, accelerate equipment wear, and elevate operational risk.
The hidden costs are particularly severe in cement plants because contaminants such as dust, moisture, and wear particles are ever-present. Even microscopic contaminants can damage bearing surfaces and gear teeth, leading to premature failure. Poor lubrication management also increases energy consumption because higher friction levels require greater power input to maintain production rates. As a result, the true cost of poor lubrication extends far beyond maintenance budgets and directly impacts overall plant profitability.

Lubricants and energy efficiency
Energy represents one of the largest operating expenses in cement manufacturing. Grinding operations alone account for approximately 60–70 per cent of total electrical energy consumption within a typical cement plant. Consequently, any improvement in equipment efficiency can generate substantial cost savings over time.
Lubricants contribute directly to energy efficiency by reducing friction between moving surfaces. Lower friction means less resistance, lower operating temperatures, and reduced power requirements. Advanced lubricant formulations are specifically designed to optimise film strength while minimising energy losses across gears, bearings, and hydraulic systems.
Dr SB Hegde, Global Cement Industry Expert says, “One of the most overlooked aspects of lubrication in cement plant operations is effective contamination control combined with disciplined greasing practices. Cement dust, which is often harder than bearing steel, can mix with lubricants and create an abrasive grinding paste that accelerates wear and is responsible for a significant share of bearing failures. Despite this, many plants still rely on manual, time-based greasing and outdated sealing systems, resulting in higher energy consumption, premature component wear, and frequent unplanned shutdowns. Automatic lubrication systems, coupled with robust dust exclusion measures, remain one of the most underutilised yet effective reliability solutions in the industry.”
“Smart lubrication practices can have a direct and measurable impact on both profitability and sustainability. The use of high-performance synthetic lubricants, combined with predictive oil condition monitoring, can typically deliver energy savings of 3–4 per cent, translating into substantial annual cost reductions for cement manufacturers. In one notable case, a large cement producer implemented wireless condition monitoring alongside advanced lubrication practices on critical assets and achieved a 57-times return on investment within six months. The initiative generated savings exceeding `8.4 crore and prevented a major bearing failure that could have caused more than 160 hours of downtime, highlighting the significant financial value of proactive lubrication management” he adds.
Research by ExxonMobil and other lubricant manufacturers has demonstrated that synthetic lubricants can reduce energy consumption in industrial gear systems by 2–6 per cent under appropriate operating conditions. While these savings may appear modest on an individual machine basis, the cumulative impact across multiple mills, fans, conveyors, and drive systems can be considerable. For large cement manufacturers operating energy-intensive facilities, even a 2 per cent reduction in power consumption can translate into significant annual cost savings.
Furthermore, reduced friction contributes to improved equipment performance and lower heat generation, enabling machinery to operate more consistently under demanding conditions. In an industry where energy efficiency and carbon reduction targets are becoming increasingly important, lubrication represents a practical pathway for achieving measurable improvements.

Advances in synthetic and high-performance lubricants
The lubricant industry has undergone significant transformation over the past decade. Traditional mineral oils are increasingly being supplemented or replaced by synthetic and semi-synthetic formulations engineered specifically for demanding industrial applications.
Modern synthetic lubricants provide superior oxidation resistance, thermal stability, viscosity retention, load-carrying capacity, and wear protection compared to conventional products. These characteristics are particularly valuable in cement applications where equipment is exposed to extreme temperatures, heavy loads, and continuous operation.
Many premium synthetic lubricants now deliver service lives two to five times longer than traditional mineral oils. This not only reduces lubricant consumption but also minimises maintenance interventions and associated downtime. For cement manufacturers, extended oil drain intervals can significantly improve equipment availability and reduce lifecycle costs.
Synthetic gear oils have gained widespread acceptance in applications such as kiln drives, vertical roller mills, and high-load gearboxes. Field studies have reported gearbox temperature reductions of up to 10°C following conversion from conventional lubricants to advanced synthetic alternatives. Lower operating temperatures contribute directly to improved component life, reduced oxidation, and enhanced overall reliability.

Predictive maintenance, oil analysis, and condition monitoring
The emergence of predictive maintenance has transformed lubrication from a reactive maintenance activity into a proactive asset management discipline. Rather than relying solely on time-based maintenance schedules, cement plants increasingly use oil analysis and condition monitoring technologies to assess equipment health continuously.
Oil analysis provides a wealth of information about both lubricant condition and machine health. Parameters such as viscosity, oxidation, contamination levels, moisture content, additive depletion, and wear particle concentrations can reveal developing problems long before equipment failure occurs. In many cases, lubrication-related abnormalities represent the earliest warning signs of impending mechanical issues.
Gaurav K Mathur says “Dust contamination remains the single biggest lubrication-related challenge affecting cement plant productivity today. Airborne silica and clinker dust penetrate bearings, gear housings, and lubrication systems, transforming lubricants from protective agents into abrasive mediums. These contaminants are often as hard as bearing steel and create a three-body abrasion mechanism that rapidly accelerates wear, especially under the high temperatures, shock loads, vibration, and continuous-duty operating conditions typical of cement plants. Poor sealing systems can increase wear rates by three to five times, leading to premature failures, rising maintenance costs, and reduced equipment life. Compounding the issue is a growing industry-wide shortage of experienced lubrication professionals, resulting in a loss of critical maintenance expertise and an increasing reliance on reactive rather than predictive maintenance.”
Reliability experts frequently describe oil analysis as a “blood test” for machinery because it provides valuable insights into internal equipment conditions without requiring disassembly. Studies suggest that every dollar invested in predictive maintenance can generate returns of five to ten dollars through avoided failures and reduced downtime.
Leading cement producers increasingly combine oil analysis with vibration monitoring, thermography, ultrasonic inspection, and digital condition monitoring platforms. This integrated approach enables maintenance teams to move from reactive maintenance to predictive asset management, reducing downtime while improving equipment lifespan and operational reliability.

Total lubrication management: a strategic approach to asset health
As reliability expectations continue to increase, many cement manufacturers are adopting Total Lubrication Management (TLM) programmes.
TLM extends beyond lubricant selection and incorporates every aspect of lubrication management, including storage, handling, contamination control, application methods, oil analysis, training, and continuous improvement.
Gaurav K Mathur, Director & Chief Executive, Global Technical Services says, “Smarter lubrication practices can significantly reduce both energy consumption and maintenance expenditure. The implementation of Total Lubrication Management (TLM), supported by careful lubricant selection, customised lubrication strategies, and robust contamination control, helps reduce friction across critical equipment and improve operational efficiency by up to 3 per cent. In energy-intensive cement plants, even marginal efficiency gains can translate into substantial cost savings. Improved lubrication practices also reduce wear, minimise overheating, extend equipment life, and lower the frequency of maintenance interventions, directly contributing to higher plant availability and lower total operating costs.”
“The most impactful innovation for the cement sector will not be a single lubricant product but the widespread adoption of Total Lubrication Management as a structured reliability framework. TLM integrates contamination control, oil analysis, condition-based maintenance, online filtration, lubricant regeneration, digital tracking, and condition monitoring into a unified system. This approach transforms lubrication from a routine maintenance activity into a strategic asset management function. The result is improved equipment reliability, reduced lubricant consumption, lower waste generation, enhanced energy efficiency, and a smaller carbon footprint. In an industry characterised by harsh operating environments and growing sustainability expectations, TLM offers a practical pathway to achieving higher reliability, improved profitability, and long-term operational sustainability” he adds.
One of the primary objectives of TLM is contamination control. Dust, moisture, and wear particles are widely recognised as the leading causes of lubricant degradation and equipment failure. Given the inherently dusty environment of cement plants, effective contamination control becomes essential for maintaining lubricant quality and equipment health. Another important component of TLM is lubricant consolidation. Many plants operate with dozens of lubricant grades, increasing inventory complexity and the risk of cross-contamination. Best-in-class lubrication programmes often reduce lubricant inventories by more than 30 per cent while simultaneously improving operational reliability.
Training also plays a critical role. Industry surveys suggest that fewer than half of lubrication technicians receive formal lubrication training. Yet organisations that invest in lubrication education consistently report lower failure rates, improved maintenance performance, and better asset utilisation. One widely cited industrial case study documented a reduction in bearing failures from nearly 400 per month to just 12 after implementing comprehensive lubrication excellence initiatives.

Supporting sustainability
Sustainability has become a central priority across the cement industry. While alternative fuels and carbon capture technologies often dominate discussions, lubrication also contributes significantly to environmental performance.
Longer-lasting lubricants reduce waste oil generation and disposal requirements. Large integrated cement plants may consume tens of thousands of litres of lubricants annually, making lubricant lifecycle management an important sustainability consideration. Extending drain intervals by even 50 per cent can substantially reduce lubricant consumption and associated environmental impacts. Improved lubrication also extends equipment life, reducing demand for replacement components and lowering the environmental footprint associated with manufacturing, transportation, and installation activities. By reducing friction and wear, lubricants enable machinery to operate more efficiently while consuming less energy.
Tribology researchers Holmberg and Erdemir estimate that advanced friction-reduction technologies could potentially reduce global carbon emissions by up to 1,460 million tonnes annually. Although this figure spans multiple industrial sectors, it
highlights the enormous sustainability potential of improved lubrication practices. For cement manufacturers pursuing net-zero ambitions, lubrication represents one of the most accessible and cost-effective tools available.

Digitalisation, automation, and smart monitoring
The future of lubrication management is increasingly digital. Smart sensors, Industrial IoT platforms, automated lubrication systems, and artificial intelligence are changing how maintenance teams manage equipment health.
Modern lubrication monitoring systems can continuously track temperature, viscosity, moisture levels, contamination levels, and lubricant condition in real time. This enables maintenance personnel to identify emerging issues before they affect production, allowing interventions to be planned rather than forced by equipment failures.
“The future of lubrication management will be defined by the integration of smart, data-driven, and automated systems powered by IoT sensors, artificial intelligence, and real-time oil condition monitoring. These technologies are enabling a shift from traditional schedule-based lubrication to predictive and prescriptive maintenance, where lubricant quantity, frequency, and selection are optimised based on actual equipment condition. The result will be near-zero unplanned downtime, lower lubricant consumption, higher equipment reliability, and improved Overall Equipment Effectiveness (OEE). As India continues to add significant cement manufacturing capacity, early adopters of intelligent lubrication technologies will gain a competitive advantage through lower operating costs, greater reliability, and stronger sustainability performance” says Dr Hegde.
Automated lubrication systems are also becoming more prevalent throughout the cement industry. By delivering precise lubricant quantities at predetermined intervals, these systems eliminate many of the inconsistencies associated with manual lubrication practices. The result is improved equipment protection, lower lubricant consumption, and enhanced reliability.
Market analysts forecast the global predictive maintenance market to exceed $50 billion by 2030, reflecting the growing importance of data-driven maintenance strategies. As digital technologies continue to mature, lubrication will become an increasingly integrated component of broader asset performance management systems.

Conclusion
As cement manufacturers pursue greater productivity, higher sustainability standards, and improved operational resilience, lubrication must be recognised as a strategic business function rather than a routine maintenance activity. The evidence is overwhelming: effective lubrication improves reliability, reduces energy consumption, extends equipment life, lowers maintenance costs, and supports sustainability objectives simultaneously.
The next frontier of cement plant optimisation will not be driven solely by larger kilns, more efficient mills, or alternative fuels. It will also be shaped by how effectively operators manage the health of their critical assets. Through advanced lubricants, predictive maintenance, oil analysis, contamination control, and Total Lubrication Management programmes, cement manufacturers can unlock substantial gains in operational performance while supporting long-term environmental and business goals.
In an increasingly competitive industry, lubrication is no longer merely about reducing friction. It is about enabling reliability, protecting profitability, and creating a foundation for sustainable growth. The plants that recognise this shift and invest in lubrication excellence today will be best positioned to meet the performance demands of tomorrow.

Continue Reading

Concrete

Modern manufacturing is becoming challenging

Published

on

By

Shares

Gaurav K Mathur, Director & Chief Executive, Global Technical Services, argues that lubrication excellence is no longer a maintenance function but a strategic discipline that directly influences reliability, sustainability, and manufacturing profitability.

In an industry where contamination, equipment wear, and unplanned downtime can quietly erode profitability, lubrication is emerging as a critical pillar of operational excellence. Gaurav K Mathur explains how Total Lubrication Management (TLM), oil diagnostics, condition monitoring, and AI-driven reliability intelligence are transforming maintenance strategies across cement plants. He highlights why contamination control, prescriptive maintenance, and closer collaboration between OEMs, lubricant suppliers, and asset owners will be essential for achieving higher equipment reliability, lower lifecycle costs, and long-term sustainability.

How are lubricant technologies evolving to meet the demanding operating conditions of modern cement plants?
Modern manufacturing is becoming increasingly challenging due to rising costs and shrinking profit margins. In this context, sustainability is no longer optional; it has become essential from both economic and environmental perspectives. As industries strive to remain competitive, tribologists and researchers are actively developing advanced lubricant solutions that not only deliver superior lubrication performance but also enhance energy efficiency and extend equipment life.
A well-engineered combination of base oils and additives plays a critical role in achieving the optimal balance between cost and performance. Through innovative formulations, manufacturers can significantly improve operational efficiency while supporting sustainability objectives. Lowering
the coefficient of friction in base oils through effective additive blending remains a key focus area for achieving these benefits.
However, in industries such as cement manufacturing, operational conditions are exceptionally harsh. High levels of dust and contaminants, along with extreme environments, make lubrication management significantly more complex. In such conditions, contamination becomes a critical barrier to achieving the full potential of high-performance lubricants. Therefore, ensuring contamination-free lubrication and implementing robust contamination control strategies within lubrication systems, particularly in sumps, is essential. Even the most advanced lubricants cannot deliver expected performance if lubrication practices are poorly managed. Ineffective lubrication management ultimately leads to wasted resources, reduced equipment life, and increased operational costs.
In essence, while selecting the right lubricant is important, disciplined lubrication practices and contamination control are equally vital to fully realise both performance and sustainability benefits.

How is the cement industry balancing sustainability goals with the need for heavy-duty lubrication performance?
Industry has progressively adopted the concept of Total Lubrication Management (TLM), which encompasses all critical aspects of lubrication, including lubricant indenting, storage, handling, dispensing, and contamination control. A well-structured and scientifically driven lubrication approach plays a vital role in enhancing lubricant life and ensuring optimal equipment performance.
Lubricants, when handled with proper care, discipline, and sensitivity, deliver significantly better reliability and efficiency. Organisations today are increasingly focusing on selecting the right balance between optimum lubricant quality and desired service life, rather than relying solely on periodic replacement practices. Hydrocarbon-based lubricants, in principle, do not have a fixed expiry date. Their usable life can be extended substantially through effective condition monitoring and contamination control. Therefore, lubricant life is less a function of time and more dependent on the lubrication strategy adopted and its consistency in implementation.
This approach aligns with modern TLM practices, where condition-based maintenance, contamination control, and systematic monitoring enhance both lubricant longevity and overall asset reliability.

In what ways are predictive maintenance and lubricant monitoring reshaping maintenance strategies in cement manufacturing?
Oil in a machine plays a role similar to blood in the human body. Just as blood diagnostics reveal the health condition of a person, oil analysis provides deep insights into both the lubricant condition and the mechanical health of equipment.
Having an oil analysis laboratory within the plant provides significant advantages, as test results are available immediately. This short turnaround time is critical because mechanical wear can begin to develop within 48 hours. Therefore, an on-site laboratory for monitoring oil condition and machine wear becomes essential for proactive maintenance and preventing equipment failure.
Through systematic oil and grease analysis, supported by professionals with extensive maintenance and lubrication expertise, organisations can identify wear patterns, contamination, and early signs of failure. This enables data-driven decisions that go beyond reactive or preventive maintenance. With advancements in analytics and domain expertise, the industry is moving from predictive maintenance to prescriptive maintenance. Predictive maintenance identifies what is likely to fail and when.
Prescriptive maintenance goes a step further by recommending what actions to take, why, and how to prevent recurrence. This shift is equivalent to having an expert doctor, not only diagnosing a condition but also prescribing precise treatment and, in some cases, eliminating the root cause entirely.
Global Technical Services brings over 25 years of experience in Total Lubrication Management. With a core team rooted in petroleum and maintenance backgrounds, the organisation has developed strong capabilities in:
• Lubricant performance evaluation
• Equipment condition monitoring
• Failure analysis and prevention strategies
• Maintenance optimisation
Building on the expertise of REMO: AI-Powered Reliability Intelligence, a machine learning-based AI platform named REMO (Reliable Equipment Manufacturing Operations) has been developed. REMO aims to:
• Predict Remaining Useful Life (RUL) of both lubricants and assets
• Analyse complex datasets from oil diagnostics and operating conditions
• Deliver actionable, prescriptive insights for maintenance teams
The model is continuously evolving, with ongoing research focused on achieving higher maturity, potentially enabling future predictions from even a single data point.
The Future: Intelligent, Prescriptive Reliability.
The combination of:
• Domain expertise
• Oil diagnostics
• AI-driven intelligence
is shaping a future where maintenance becomes proactive, precise, and outcome-driven.
In simple terms, the industry is entering an era where machines are monitored like patients-continuously, intelligently, and with expert-backed recommendations that ensure reliability, efficiency, and longevity.

What are the biggest lubrication challenges faced in critical cement equipment such as kilns, crushers, and gear systems?
With diminishing interest among youth in pursuing careers in core industries, organisations across the globe are facing a significant talent gap. Despite billions of dollars invested in infrastructure and industrial assets, the absence of skilled domain experts threatens to make these investments underutilised and less productive.
We continue to live in an industrial world that depends heavily on advanced materials and cost-efficient production systems. However, sustaining this ecosystem requires not only capital investment but also a capable workforce to operate, maintain, and innovate within it. The shortage of proficient professionals is therefore emerging as a critical challenge.
To address this gap, industries must increasingly rely on systems, mechanisation, robotics, automation, and artificial intelligence as complementary forces. These technologies are not replacements for humans, but enablers that can bridge capability gaps and enhance productivity. Machine learning and artificial intelligence, in particular, will play a pivotal role in supporting management decision-making through data-driven insights and predictive analytics.
The future of industry will depend on how effectively organisations balance human expertise with technological advancement to build resilient, efficient, and sustainable operations.

How do you see synthetic and specialty lubricants influencing the future efficiency of Indian cement plants?
At the end of the day, decisions should be driven by the overall cost of manufacturing and the total cost of ownership (TCO). Regardless of the lubricant selected, these factors must be addressed by the product.
With diminishing margins, decision-making is increasingly shifting toward a TCO-based evaluation rather than just upfront performance claims. While there may be a bias toward recommending high-performance products, the critical question remains: if the expected maximum service life cannot be realised due to operational constraints, is the investment justified?
In such cases, the focus must shift from theoretical performance to achievable value in real operating conditions. A solution that delivers consistent, optimised performance within constraints often provides better value than a premium product whose full potential cannot be utilised.
How important is collaboration between lubricant providers, OEMs, and cement manufacturers in driving operational excellence?
OEMs possess a deep understanding of the metallurgy and design limitations of equipment, while lubricant providers bring expertise in tribological requirements specific to each application. The cement plant asset owner, in turn, defines the overarching operational and strategic objectives.
Bridging these three critical stakeholders are professional lubrication companies, which act as reliability and sustainability partners. Organisations such as Global Technical Services play this integrative role by implementing Total Lubrication Management (TLM) across core industries, including cement.
TLM is a holistic concept that encompasses all aspects of lubrication, ranging from product selection and storage to application, monitoring, and optimisation, with the ultimate goal of operating assets in alignment with management’s performance, reliability, and sustainability objectives.

  • Kanika Mathur

Continue Reading

Concrete

Smarter Motion for Cement Growth

Published

on

By

Shares

Sanjeev Arora, President – Motion Business & IEC LV Motors Division, ABB India, discusses efficient drive powertrain technology for cement manufacturing, which is powering India’s next phase of sustainable growth.

India’s growth story is being written at an unprecedented scale. From highways and airports to smart cities, metros, renewable energy parks and industrial corridors, infrastructure development is accelerating rapidly. At the heart of this transformation lies one of the country’s most foundational industries – cement. India is already the world’s second largest cement producer, and demand is expected to rise significantly over the next decade as investments in urbanisation, housing, manufacturing and public infrastructure continue to expand. However, the cement industry also finds itself at a defining crossroads. It must scale production while simultaneously reducing emissions, improving efficiency, strengthening reliability and ensuring operational excellence.
This is where technology will play a decisive role. For decades, motors and drives have quietly powered every stage of cement manufacturing, from crushers, kilns and conveyors to mills, fans and packing units. They have become strategic enablers of sustainability, digitalisation, safety and profitability. The future of cement manufacturing will be defined by plants that are not only more productive, but also more intelligent, energy efficient and resilient.
In many ways, the journey toward a leaner and cleaner cement industry begins with how motion systems are designed, monitored and optimised.

Decarbonising cement
A substantial share of electricity consumption within a cement plant comes from motor driven systems such as fans, pumps, compressors, conveyors and grinding mills. Globally, electric motors account for nearly 45 per cent of the world’s electricity consumption in industrial applications. This makes energy efficient motor systems one of the fastest and most impactful levers available for decarbonisation.
In India, where industrial energy demand continues to grow alongside economic expansion, improving motor efficiency can create meaningful environmental and business outcomes. Replacing IE2 motors with high efficiency IE4 and IE5 motors, combined with variable speed drives (VSDs), can significantly reduce energy consumption while improving process control. ABB’s latest generation of IE5 ultra-premium efficiency motors and synchronous reluctance motor technologies are helping industries achieve substantially lower energy losses compared to conventional systems.
Compared to the commonly deployed IE2 motors, IE5 motors can achieve nearly 50 per cent lower energy losses across several operating ranges, making them particularly relevant for energy intensive sectors such as cement where motors operate continuously at scale. In large scale industrial applications, it is estimated that upgrading to IE5 motor systems can deliver energy savings significant enough to enable payback periods of nearly one to two years, depending on operating hours and load conditions.
The impact goes beyond energy bills. Lower energy consumption directly contributes to reduced carbon emissions and supports India’s broader sustainability ambitions, including the country’s commitment toward net zero pathways and industrial decarbonisation. At ABB in India, our installed base of motors and drives has already contributed to significant annual energy savings across industries. According to our estimates, ABB motors and drives installed over last 12 years, save nearly 20 TWh of electricity annually in India, equivalent to roughly half of Delhi’s annual electricity consumption.

Rise of the digital plant
As cement plants become larger and more automated, operational continuity has become critical. Unplanned downtime in a cement facility can lead to significant production losses, supply chain disruptions and maintenance costs. This is driving a major shift toward digitally connected operations.
The next generation of motors and drives is embedded with intelligent monitoring capabilities that enable real time visibility into equipment performance, energy consumption and operating conditions. Combined with Industrial IoT, advanced analytics and predictive maintenance solutions, plant operators can now move from reactive maintenance to proactive asset management. In practical terms, this means maintenance teams can detect anomalies such as overheating, vibration imbalances or bearing degradation long before equipment failure occurs.
Predictive maintenance technologies are especially important in cement manufacturing because of the extreme conditions in which equipment operates. Dust, vibration, fluctuating loads and high ambient temperatures place enormous stress on rotating equipment. Digital condition monitoring systems can continuously assess equipment health, identify performance deviations and help optimise maintenance schedules, reducing downtime, extending equipment life and improving operational reliability.
As cement manufacturers navigate fluctuating energy prices, changing market demand and sustainability targets, intelligent motor systems provide the flexibility needed to optimise production dynamically.

Toward total cost of ownership
One of the most significant shifts taking place in industrial decision-making today is moving away from evaluating equipment based solely on upfront capital cost toward understanding total cost of ownership (TCO). In a typical motor system, the purchase price often represents only a small fraction of the total lifecycle cost however energy consumption, maintenance requirements, downtime and operating efficiency account for the vast majority of long-term operational expenses. For cement manufacturers operating in highly competitive markets, this distinction is critical.
A high efficiency motor paired with an appropriately configured variable speed drive may require a higher initial investment, but the long-term benefits are substantial. Reduced electricity consumption, lower maintenance needs, longer service intervals and improved process stability can deliver faster payback and stronger profitability over time.
In addition to reducing energy use, optimised drive powertrain also minimises mechanical stress on equipment. This improves reliability and reduces wear on bearings, couplings and connected systems.
As sustainability reporting and energy benchmarking become increasingly important
across industries, forward looking cement manufacturers are recognising that investments in efficient drive powertrain create both operational and environmental value.

Engineering reliability
Cement applications demand robust insulation systems, superior thermal management, advanced sealing technologies and durable mechanical construction. ABB’s heavy-duty motors and drives are engineered specifically to withstand these extreme operating environments while maintaining efficiency and performance.
Equally important is the ability to maintain serviceability over long operating lifecycles.
In sectors such as cement, where plants are expected to operate continuously for decades, lifecycle support becomes a strategic consideration. Modernisation, retrofitting and service solutions are therefore playing an increasingly important role in helping operators improve efficiency with minimal upgradation and without requiring complete infrastructure replacement.
ABB’s Motion Services portfolio supports customers through predictive maintenance,
performance optimisation, digital diagnostics
and lifecycle management solutions designed to maximise uptime and equipment longevity. Reliability in cement manufacturing is no longer simply about avoiding breakdowns. It is about ensuring continuity, protecting productivity, enabling operational confidence and excellence.

Safety-productivity connection
Industrial safety and operational productivity are deeply interconnected. As cement plants become more automated and digitally integrated, modern motor and drive technologies are also contributing to safer work environments. Remote monitoring capabilities reduce the need for personnel to physically inspect equipment in hazardous or hard to access areas. Intelligent systems can provide alerts, diagnostics and performance insights remotely, improving both safety and maintenance response times.
Advanced drive technologies also support safer operations through smoother start-and-stop, controlled acceleration and reduced mechanical shocks. These capabilities not only protect equipment but also reduce operational risks for plant personnel. Additionally, digitally enabled systems improve visibility into operational conditions, helping teams respond more effectively to potential safety issues before they escalate. In many ways, the modern cement plant is evolving into a more connected and collaborative ecosystem where automation, digital intelligence and motion technologies work together to improve both human safety and operational excellence.

India’s infrastructure ambitions
The cement industry is entering a transformative phase. As India advances toward becoming a global manufacturing and infrastructure powerhouse, the sector will need to balance growth, competitiveness and sustainability simultaneously. It is an opportunity for us to help industries outrun leaner and cleaner. By combining energy efficiency, digital intelligence and engineering innovation, the cement sector can accelerate its transition toward a more sustainable and resilient future while continuing to power India’s growth ambitions. And that journey has already begun.

About the author
Sanjeev Arora, President – Motion Business & IEC LV Motors Division, ABB India comes with nearly three decades of experience in industrial motion technologies, energy-efficient motor systems, and driving sustainable industrial transformation across India and the Middle East & Africa.

Continue Reading

Video Thumbnail

    SIGN-UP FOR OUR GENERAL NEWSLETTER


    Trending News

    SUBSCRIBE TO THE NEWSLETTER

     

    Don't miss out on valuable insights and opportunities to connect with like minded professionals.

     


      This will close in 0 seconds