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Economy & Market

We prefer to work with large network of small dealers

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Rajesh Sarada, Head – Marketing, Reliance Cement Company Pvt Ltd

To promote our product, we have a two-prong strategy, one is the push from the dealers and the other is to create pull from the market. The push is about dealer management and providing him with the right tools and incentives to sell our product, while the pull is created through various advertisement campaigns, road shows, rural penetration, and providing technical services, says Rajesh Sarada, Head – Marketing, Reliance Cement Company. Excerpts from the interview…

How do you perceive cement as an industry heading to?
The Indian cement industry is directly linked with the country?s infrastructure sector and thus its growth is paramount in determining the development of the country. With a current production capacity of around 366 million tonne (mt), India is the second largest producer of cement in the world and fuelled by growth in the infrastructure sector, the capacity is expected to increase to around 550 mt by FY2020.

India has a lot of potential for growth in the infrastructure and construction segment and cement sector is expected to largely benefit from this. Some of the recent major government initiatives such as development of 100 smart cities are expected to provide a major boost to the sector.

Expecting such developments in the country and aided by favorable government policies, Reliance Cement is all set to cater to the nation building.

What is the thought process behind the preparation of your media plan?
The thought process is primarily to achieve our marketing objectives. The marketing objectives could be brand positioning, increase market share, create brand awareness, visibility, etc. It is here where the role of integrated marketing communication becomes inevitable. I think, for an effective media plan, it is imperative to understand the consumer psyche, populate brand awareness (since we are a new incumbent), reinforce it, thereby resulting in Intention to Purchase (ITP). Market is very dynamic and hence the media plan has to also factor in market competitiveness, current trends, competitor spends and media mix, etc. Based on these parameters, we design our media and marketing plan.

What are the challenges that you foresee in the market and how have you factored them in your marketing strategy?
Cement is a typical industry that is cyclical as well as seasonal. In a whole year, there are ups and downs, depending on peak and non-peak seasons like during monsoon the demand falls and in summer the demand picks up. Customer and geographical segmentation is the key to ensure continuous sales during the peak and non-peak seasons.

The other challenge could be development of channel network. Other than looking at the existing channel of different cement companies, we are also developing our own channel.

Soaring raw material prices have forced cement price to rise higher. How can one entice consumers to shell out extra for your product?
Cost and price are different things and industry cannot simply pass on the cost increase to the customers. Cost is determined by the manufacturing and logistic costs, while the pricing is determined by the market. The price depends on various parameters such as market demand, growth rate, number of players in the market, level of consolidation, etc. So the raw material price increase doesn?t mean that I will be able to pass on to the cost to the consumer.

Customer will never pay anything extra unless he finds value in the product. At the end of the day, what I need to convey to the customer is the value he is getting for his money. Value could be in terms of product quality, packaging, services and several other factors.

Which is a better strategy, distributing through few large dealers, or routing it via an extensive network of small dealer outlets?
Both have their pros and cons. Distribution through large dealers can result in quick sales, however, the control over the market is compromised. Also, few large dealers can be catered by a small sales team. Whereas, distribution through extensive network of small dealers will give a better control over the market and pricing. However, to build a large network, it would take a fairly large sales team to develop and maintain the network, which will add on to the sales and marketing expenses.

Cement is seen more as a commodity than as a specialised product. In such scenario, how do you create brand differentiation and stand apart from the rest?
Cement is a branded commodity, I would say. In the market, there are brands which charge a premium of Rs 20-50 per bag. There are even smaller mini brands which sell cement at about Rs 70-80 lesser than the larger players. Brand plays an important role in the entire decision making process by the consumer (individual home builder). Any individual home builder is probably building the home for the first time and is investing his lifetime savings.

Brand differentiation is created through proper positioning of our product in the consumer?s mind. This is done through various advertisement campaigns (TV, Print, Radio Outdoor and Social), road shows, regular customer meets, site visits and technical services.

How do you reach construction professionals at different levels, ranging from civil engineers and consultants to contractors and masons?
We call them as influencers. There are influencers at different levels. One is the mason, who is actually doing the construction activity at the site. Then there are contractors, engineers and architects as we go up the ladder. We regularly meet the masons and make them aware of our product features and provide them with technical advices for using our product. We also help them in enhancing their skills and make them aware of the latest and best construction practices. We have a separate technical services team which meet the influencers on regular basis to conduct such activities.

We also organise conferences and seminars to engage with the engineers and architects and invite prominent personalities in the construction field to share the best practices and latest development in construction world.

Quality perception of cement varies from customer to customer. How do you factor this in your marketing plans?
Cement industry typically operates in B2B model rather than B2C. Hence, conventionally push is being given more thrust rather than pull; but we at Reliance Cement try to do things the other way round. Through our effective IMC, we are creating pull among our target segment and trying to influence their psychological perception as well. The perception of every brand is different with different customers. So, where do I place my cement in his mind is all about the positioning. The objective of any campaign is to position our product in way that it is differentiated from the rest of the products. Through these campaigns, we demonstrate the unique features of our product and services that we offer like our On-Site Expert services.

Please share segment-wise break-up of revenue from your products.
We have started our operations just about seven months back. Currently, about 90 per cent of our cement is sold in the trade segment. We have more than 2,200 authorised dealers and more than 4,000 retail outlets. We are mainly present in Central and Eastern UP, Madhya Pradesh, Bihar, Jharkhand, parts of West Bengal, and Vidarbha region in Maharashtra. Our plants are located in MP, UP, Maharashtra and West Bengal. We are now present in almost 30-35 per cent of all India market.

Apart from price and quality, which other factors influence buying decisions?
All marketing attributes work in tandem; you can?t have only price and or quality as driving force. You need to have positive brand equity which comes through good brand image and its deliverables in the form of product performance, technical and after-sales services, delivery time, etc.

What are your current marketing plans / initiatives for promoting your products?
To promote our product, we have a two-prong strategy, one is the push from the dealers and the other is to create pull from the market. The push is about dealer management and providing him with the right tools and incentives to sell our product, while the pull is created through various advertisement campaigns (TV, Print, Radio Outdoor and Social), road shows, rural penetration through participation in melas, haats, etc., and providing technical services.

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Economy & Market

Smart Pumping for Rock Blasting

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SEEPEX introduces BN pumps with Smart Joint Access (SJA) to improve efficiency, reliability, and inspection speed in demanding rock blasting operations.
Designed for abrasive and chemical media, the solution supports precise dosing, reduced downtime, and enhanced operational safety.

SEEPEX has introduced BN pumps with Smart Joint Access (SJA), engineered for the reliable and precise transfer of abrasive, corrosive, and chemical media in mining and construction. Designed for rock blasting, the pump features a large inspection opening for quick joint checks, a compact footprint for mobile or skid-mounted installations, and flexible drive and material options for consistent performance and uptime.

“Operators can inspect joints quickly and rely on precise pumping of shear-sensitive and abrasive emulsions,” said Magalie Levray, Global Business Development Manager Mining at SEEPEX. “This is particularly critical in rock blasting, where every borehole counts for productivity.” Industry Context

Rock blasting is essential for extracting hard rock and shaping safe excavation profiles in mining and construction. Accurate and consistent loading of explosive emulsions ensures controlled fragmentation, protects personnel, and maximizes productivity. Even minor deviations in pumping can cause delays or reduce product quality. BN pumps with SJA support routine maintenance and pre-operation checks by allowing fast verification of joint integrity, enabling more efficient operations.

Always Inspection Ready

Smart Joint Access is designed for inspection-friendly operations. The large inspection opening in the suction housing provides direct access to both joints, enabling rapid pre-operation checks while maintaining high operational reliability. Technicians can assess joint condition quickly, supporting continuous, reliable operation.

Key Features

  • Compact Footprint: Fits truck-mounted mobile units, skid-mounted systems, and factory installations.
  • Flexible Drive Options: Compact hydraulic drive or electric drive configurations.
  • Hydraulic Efficiency: Low-displacement design reduces oil requirements and supports low total cost of ownership.
  • Equal Wall Stator Design: Ensures high-pressure performance in a compact footprint.
  • Material Flexibility: Stainless steel or steel housings, chrome-plated rotors, and stators in NBR, EPDM, or FKM.

Operators benefit from shorter inspection cycles, reliable dosing, seamless integration, and fast delivery through framework agreements, helping to maintain uptime in critical rock blasting processes.

Applications – Optimized for Rock Blasting

BN pumps with SJA are designed for mining, tunneling, quarrying, civil works, dam construction, and other sectors requiring precise handling of abrasive or chemical media. They provide robust performance while enabling fast, reliable inspection and maintenance.With SJA, operators can quickly access both joints without disassembly, ensuring emulsions are transferred accurately and consistently. This reduces downtime, preserves product integrity, and supports uniform dosing across multiple bore holes.

With the Smart Joint Access inspection opening, operators can quickly access and assess the condition of both joints without disassembly, enabling immediate verification of pump readiness prior to blast hole loading. This allows operators to confirm that emulsions are transferred accurately and consistently, protecting personnel, minimizing product degradation, and maintaining uniform dosing across multiple bore holes.

The combination of equal wall stator design, compact integration, flexible drives, and progressive cavity pump technology ensures continuous, reliable operation even in space-limited, high-pressure environments.

From Inspection to Operation

A leading explosives provider implemented BN pumps with SJA in open pit and underground operations. By replacing legacy pumps, inspection cycles were significantly shortened, allowing crews to complete pre-operation checks and return mobile units to productive work faster. Direct joint access through SJA enabled immediate verification, consistent emulsion dosing, and reduced downtime caused by joint-related deviations.

“The inspection opening gives immediate confidence that each joint is secure before proceeding to bore holes,” said a site technician. “It allows us to act quickly, keeping blasting schedules on track.”

Framework agreements ensured rapid pump supply and minimal downtime, supporting multi-site operations across continents

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Concrete

Digital process control is transforming grinding

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Satish Maheshwari, Chief Manufacturing Officer, Shree Cement, delves into how digital intelligence is transforming cement grinding into a predictive, stable, and energy-efficient operation.

Grinding sits at the heart of cement manufacturing, accounting for the largest share of electrical energy consumption. In this interview, Satish Maheshwari, Chief Manufacturing Officer, Shree Cement, explains how advanced grinding technologies, data-driven optimisation and process intelligence are transforming mill performance, reducing power consumption and supporting the industry’s decarbonisation goals.

How has the grinding process evolved in Indian cement plants to meet rising efficiency and sustainability expectations?
Over the past decade, Indian cement plants have seen a clear evolution in grinding technology, moving from conventional open-circuit ball mills to high-efficiency closed-circuit systems, Roller Press–Ball Mill combinations and Vertical Roller Mills (VRMs). This shift has been supported by advances in separator design, improved wear-resistant materials, and the growing use of digital process automation. As a result, grinding units today operate as highly controlled manufacturing systems where real-time data, process intelligence and efficient separation work together to deliver stable and predictable performance.
From a sustainability perspective, these developments directly reduce specific power consumption, improve equipment reliability and lower the carbon footprint per tonne of cement produced.

How critical is grinding optimisation in reducing specific power consumption across ball mills and VRMs?
Grinding is the largest consumer of electrical energy in a cement plant, which makes optimisation one of the most effective levers for improving energy efficiency. In ball mill systems, optimisation through correct media selection, charge design, diaphragm configuration, ventilation management and separator tuning can typically deliver power savings of 5 per cent to 8 per cent. In VRMs, fine-tuning airflow balance, grinding pressure, nozzle ring settings, and circulating load can unlock energy reductions in the range of 8 per cent to 12 per cent. Across both systems, sustained operation under stable conditions is critical. Consistency in mill loading and operating parameters improves quality control, reduces wear, and enables long-term energy efficiency, making stability a key operational KPI.

What challenges arise in maintaining consistent cement quality when using alternative raw materials and blended compositions?
The increased use of alternative raw materials and supplementary cementitious materials (SCM) introduces variability in chemistry, moisture, hardness, and loss on ignition. This variability makes it more challenging to maintain consistent fineness, particle size distribution, throughput and downstream performance parameters such as setting time, strength development and workability.
As clinker substitution levels rise, grinding precision becomes increasingly important. Even small improvements in consistency enable higher SCM utilisation without compromising cement performance.
Addressing these challenges requires stronger feed homogenisation, real-time quality monitoring and dynamic adjustment of grinding parameters so that output quality remains stable despite changing input characteristics.

How is digital process control changing the way grinding performance is optimised?
Digital process control is transforming grinding from an operator-dependent activity into a predictive, model-driven operation. Technologies such as online particle size and residue analysers, AI-based optimisation platforms, digital twins for VRMs and Roller Press systems, and advanced process control solutions are redefining how performance is managed.
At the same time, workforce roles are evolving. Operators are increasingly focused on interpreting data trends through digital dashboards and responding proactively rather than relying on manual interventions. Together, these tools improve mill stability, enable faster response to disturbances, maintain consistent fineness, and reduce specific energy consumption while minimising manual effort.

How do you see grinding technologies supporting the industry’s low-clinker and decarbonisation goals?
Modern grinding technologies are central to the industry’s decarbonisation efforts. They enable higher incorporation of SCMs such as fly ash, slag, and limestone, improve particle fineness and reactivity, and reduce overall power consumption. Efficient grinding makes it possible to maintain consistent cement quality at lower clinker factors. Every improvement in energy intensity and particle engineering directly contributes to lower CO2 emissions.
As India moves toward low-carbon construction, precision grinding will remain a foundational capability for delivering sustainable, high-performance cement aligned with national and global climate objectives.

How much potential does grinding optimisation hold for immediate energy
and cost savings?
The potential for near-term savings is substantial. Without major capital investment, most plants can achieve 5 per cent to 15 per cent power reduction through measures such as improving separator efficiency, optimising ventilation, refining media grading, and fine-tuning operating parameters.
With continued capacity expansion across India, advanced optimisation tools will help ensure that productivity gains are not matched by proportional increases in energy demand. Given current power costs, this translates into direct and measurable financial benefits, making grinding optimisation one of the fastest-payback operational initiatives available to cement manufacturers today.

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Concrete

Refractory demands in our kiln have changed

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Radha Singh, Senior Manager (P&Q), Shree Digvijay Cement, points out why performance, predictability and life-cycle value now matter more than routine replacement in cement kilns.

As Indian cement plants push for higher throughput, increased alternative fuel usage and tighter shutdown cycles, refractory performance in kilns and pyro-processing systems is under growing pressure. In this interview, Radha Singh, Senior Manager (P&Q), Shree Digvijay Cement, shares how refractory demands have evolved on the ground and how smarter digital monitoring is improving kiln stability, uptime and clinker quality.

How have refractory demands changed in your kiln and pyro-processing line over the last five years?
Over the last five years, refractory demands in our kiln and pyro line have changed. Earlier, the focus was mostly on standard grades and routine shutdown-based replacement. But now, because of higher production loads, more alternative fuels and raw materials (AFR) usage and greater temperature variation, the expectation from refractory has increased.
In our own case, the current kiln refractory has already completed around 1.5 years, which itself shows how much more we now rely on materials that can handle thermal shock, alkali attack and coating fluctuations. We have moved towards more stable, high-performance linings so that we don’t have to enter the kiln frequently for repairs.
Overall, the shift has been from just ‘installation and run’ to selecting refractories that give longer life, better coating behaviour and more predictable performance under tougher operating conditions.

What are the biggest refractory challenges in the preheater, calciner and cooler zones?
• Preheater: Coating instability, chloride/sulphur cycles and brick erosion.
• Calciner: AFR firing, thermal shock and alkali infiltration.
• Cooler: Severe abrasion, red-river formation and mechanical stress on linings.
Overall, the biggest challenge is maintaining lining stability under highly variable operating conditions.

How do you evaluate and select refractory partners for long-term performance?
In real plant conditions, we don’t select a refractory partner just by looking at price. First, we see their past performance in similar kilns and whether their material has actually survived our operating conditions. We also check how strong their technical support is during shutdowns, because installation quality matters as much as the material itself.
Another key point is how quickly they respond during breakdowns or hot spots. A good partner should be available on short notice. We also look at their failure analysis capability, whether they can explain why a lining failed and suggest improvements.
On top of this, we review the life they delivered in the last few campaigns, their supply reliability and their willingness to offer plant-specific custom solutions instead of generic grades. Only a partner who supports us throughout the life cycle, which includes selection, installation, monitoring and post-failure analysis, fits our long-term requirement.

Can you share a recent example where better refractory selection improved uptime or clinker quality?
Recently, we upgraded to a high-abrasion basic brick at the kiln outlet. Earlier we had frequent chipping and coating loss. With the new lining, thermal stability improved and the coating became much more stable. As a result, our shutdown interval increased and clinker quality remained more consistent. It had a direct impact on our uptime.

How is increased AFR use affecting refractory behaviour?
Increased AFR use is definitely putting more stress on the refractory. The biggest issue we see daily is the rise in chlorine, alkalis and volatiles, which directly attack the lining, especially in the calciner and kiln inlet. AFR firing is also not as stable as conventional fuel, so we face frequent temperature fluctuations, which cause more thermal shock and small cracks in the lining.
Another real problem is coating instability. Some days the coating builds too fast, other days it suddenly drops, and both conditions impact refractory life. We also notice more dust circulation and buildup inside the calciner whenever the AFR mix changes, which again increases erosion.
Because of these practical issues, we have started relying more on alkali-resistant, low-porosity and better thermal shock–resistant materials to handle the additional stress coming from AFR.

What role does digital monitoring or thermal profiling play in your refractory strategy?
Digital tools like kiln shell scanners, IR imaging and thermal profiling help us detect weakening areas much earlier. This reduces unplanned shutdowns, helps identify hotspots accurately and allows us to replace only the critical sections. Overall, our maintenance has shifted from reactive to predictive, improving lining life significantly.

How do you balance cost, durability and installation speed during refractory shutdowns?
We focus on three points:
• Material quality that suits our thermal profile and chemistry.
• Installation speed, in fast turnarounds, we prefer monolithic.
• Life-cycle cost—the cheapest material is not the most economical. We look at durability, future downtime and total cost of ownership.
This balance ensures reliable performance without unnecessary expenditure.

What refractory or pyro-processing innovations could transform Indian cement operations?
Some promising developments include:
• High-performance, low-porosity and nano-bonded refractories
• Precast modular linings to drastically reduce shutdown time
• AI-driven kiln thermal analytics
• Advanced coating management solutions
• More AFR-compatible refractory mixes

These innovations can significantly improve kiln stability, efficiency and maintenance planning across the industry.

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