Economy & Market
We prefer to work with large network of small dealers
Published
11 years agoon
By
admin
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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Dalmia Bharat Acquires Jaiprakash Associates Cement Assets for ₹2,850 Crore
Published
3 hours agoon
May 25, 2026By
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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.
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PROMECON introduces infrared-based tertiary air measurement system for cement kilns
Published
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May 20, 2026By
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The new solution promisescontinuous, real-time tertiary air flow measurement in cement plant operations.
PROMECON GmbH has launched the McON IR Compact, an infrared-based measuring system designed to deliver continuous, real-time tertiary air flow measurement in cement plant operations. The system addresses the longstanding process control challenge of accurate tertiary air monitoring under extreme kiln conditions. It uses patented infrared time-of-flight measurement technology that operates without calibration or maintenance intervention.
Precise tertiary air measurement is a critical requirement for stable rotary kiln operation. The McON IR Compact is engineered to function reliably at temperatures up to 1,200°C and in the presence of abrasive clinker dust. Its vector-based digital measurement architecture ensures that readings remain unaffected by swirl, dust deposits or drift. Due to these conditions conventional measurement systems in pyroprocess environments are often compromised.
The system is fully non-intrusive and requires no K-factors, recalibration or periodic readjustment, enabling years of uninterrupted operation. This design directly supports plant availability and reduces the maintenance overhead typically associated with process instrumentation in high-temperature zones.
PROMECON has deployed the McON IR Compact at multiple cement facilities, including Warta Cement in Poland. Plant operators report that the system has aided in identifying blockages, optimising purging cycles for gas burners, and supplying accurate flow data for AI-based process optimisation programmes. The practical outcomes include more stable kiln operation, improved process control, and earlier detection of process disturbances.
On the energy side, real-time tertiary air data enables reduction in induced draft fan load and helps flatten process oscillations across the pyroprocess. This translates to lower fuel and energy consumption, fewer unplanned shutdowns, and a measurable reduction in NOx peaks. This directly reflects on the downstream cost implications for plants operating SCR or SNCR systems for emissions compliance.
Concrete
Filtration Technology is Critical for Efficient Logistics
Published
1 week agoon
May 15, 2026By
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Niranjan Kirloskar, MD, Fleetguard Filters, makes the case that filtration technology, which has been long treated as a routine consumable, is in fact a strategic performance enabler across every stage of cement production and logistics.
India’s cement industry forms the core for infrastructure growth of the country. With an expected compound annual growth rate of six to eight per cent, India has secured its position as the second-largest cement producer globally. This growth is a result of the increasing demand across, resulting in capacity expansion. Consequently, cement manufacturers are now also focusing on running the factories as efficiently as possible to stay competitive and profitable.
While a large portion of focus still remains on production technologies and capacity utilisation, the hidden factor in profitability is the efficiency of cement logistics. The logistics alone account for nearly 30 per cent to 40 per cent of the total cost of cement, making efficiency in this segment a key lever for profitability and reliability.
In the midst of this complex and high-intensity ecosystem, filtration often remains one of the most underappreciated yet essential enablers of performance.
A demanding operational landscape
Cement production and logistics inherently operate in some of the harshest industrial environments. With processes such as quarrying, crushing, grinding, clinker production, and bulk material handling expose the machinery to constant high temperatures, heavy loads, and dust, often the silent destructive force for engines.
The ecosystem is abrasive, and often one with a high contamination index. These challenging conditions demand equipment such as the excavators, crushers, compressors, and transport vehicles to perform and perform efficiently. The continuous exposure to contamination across every aspect like air, fuel, lubrication, and even hydraulic systems causes long-term damage. Studies have also shown that 70 to 80 per cent of hydraulic system failures are directly linked to contamination, while primary cause of engine wear is inadequate air filtration.
For engines as heavy as these, even a minor contaminant has a cascading effect; reducing efficiency, performance and culminating to unplanned downtime. Particles as small as 5 to 10 microns, far smaller than a human hair (~70 microns), can cause significant damage to critical engine components. In an industry where margins are closely linked to operational efficiency, such disruptions can significantly affect both cost structures and delivery timelines.
Dust management: A persistent challenge
Dust is a natural by-product in cement operations. From drilling and blasting in the quarries to packing in plants, this fine particulate matter does occupy a large space in operations. Dust concentration levels in quarry and crushing zones often create extremely high particulate exposure for equipment. These fine particles, when enter the engines and critical systems, accelerates the wear and tear of the component, affecting directly the operational efficiency. Over time every block fall; engine performance declines, fuel consumption rises, and maintenance cycles shorten. In this case, effective air filtration is the natural first line of defence. Advanced filtration systems are designed to capture high volumes of particulate matter while maintaining consistent airflow, ensuring that engines and equipment operate under optimal conditions.
In high-dust applications, as in cement production, even the filtration systems are expected to sustain performance over extended periods without the need of frequent replacement. This becomes crucial in remote quarry locations where access to frequent maintenance may be limited.
Fluid cleanliness and system integrity
Beyond air filtration, fluid systems also play a crucial role for equipment reliability in cement operations. Fuel systems are required to remain free from contaminants for efficient working of combustion and injection protection. Additionally, lubrication systems also need to maintain the oil purity to reduce friction and prevent any premature wear of moving parts. The hydraulic systems, which are key to several heavy equipment operations, are especially sensitive to contamination.
If fine particles or water enters these systems, it can lead to reduced efficiency, erratic performance, and eventual failure of the system. Modern filtration systems are designed with high-efficiency media capable of removing extremely fine contaminants, with advanced fuel and oil filtration solutions filtering particles as small as two to five microns. Multi-stage filtration systems further ensure that fluid performance is maintained even under challenging operating conditions.
Another critical aspect of fuel systems is water separation. Removing moisture helps prevent corrosion, improves combustion efficiency and enhances overall engine reliability. Modern water separation technologies can achieve over 95 per cent efficiency in removing water from fuel systems.
Ensuring reliability across the value chain
Filtration plays a critical role across every stage of cement logistics:
• Quarry operations: Equipment operates in highly abrasive environments, requiring strong protection against dust ingress and hydraulic contamination.
• Processing units: Crushers, kilns, and grinding mills depend on clean lubrication and cooling systems to sustain continuous operations.
• Material handling systems: Pneumatic and mechanical systems rely on clean air and fluid systems for efficiency and reliability.
• Transportation networks: Bulk carriers and trucks must maintain engine health and fuel efficiency to ensure timely deliveries.
Across these operations, filtration plays a vital role; as it supports consistent equipment performance while reducing the risk of unexpected failures.
Effective filtration solutions can reduce unscheduled equipment failures by 30 to 50 per cent across heavy-duty operations.
Uptime as a strategic imperative
In cement manufacturing, uptime is currency. Downtime not only delays the production, but it also greatly impacts the supply commitments and logistics planning. With the right filtration systems, contaminants are kept at bay from entering the
critical systems, and they also significantly extend the service intervals.
Optimised filtration can extend service intervals by 20 to 40 per cent, reducing maintenance frequency while maintaining consistent performance across demanding operating conditions. Filtration systems designed for heavy-duty applications sustain efficiency throughout their lifecycle, ensuring reliable protection with minimal interruptions. This leads to improved equipment availability, lower maintenance costs, and more predictable operations, with well-maintained systems capable of achieving uptime levels of over 90 to 95 per cent in challenging cement environments.
Supporting emission and sustainability goals
With the rising environmental awareness, the cement industry too is aligning with the stricter norms and sustainability targets. In this scenario, the operational efficiency is directly linked to emission control.
Air and fuel systems that are clean enable
much more efficient combustion. They also reduce emissions from both the stationary equipment and transport fleets. Similarly, with a well-maintained fluid cleanliness, emission systems function better. Poor combustion due to contamination can increase emissions by 5 to 10 per cent, making clean systems critical for compliance.
Additionally, efficient and longer lasting filtration systems significantly reduce any waste generation and contribute to increased sustainable maintenance practices. Extended-life filtration solutions can reduce filter disposal and maintenance waste by 15 to 20 per cent. Smart and efficient filtration in this case plays an important role in meeting the both regulatory and environmental objectives within the industry.
Advancements in filtration technology
Over the years, there has been a significant evolution in the filtration technology to meet the modern industrial applications.
Key developments include:
• High-efficiency filtration media capable of capturing very fine particles without restricting flow
• Compact and integrated designs that combine multiple filtration functions
• Extended service life solutions that reduce replacement frequency and maintenance downtime
• Application-specific engineering tailored to different stages of cement operations
Modern multi-layer filtration media can improve dust-holding capacity by up to two to three times compared to conventional systems, while maintaining consistent performance. These advancements have transformed filtration from a basic maintenance component into a critical performance system.
Adapting to diverse operating conditions
The cement industry of India operates across diverse geographies. Spanning across regions with arid regions with higher dust levels, to the coastal areas with higher humidity, challenges of each region pose different threats to the engines. Modern filtration systems are thus tailored to address these unique challenges of each region.
Indian operating environments often range from 0°C to over 50°C, with some of the highest dust loads globally in mining zones.
Additionally, filtration technology can also be customised to variations which then align the system design with factors like dust load, temperature, and equipment usage patterns. Equipment utilisation levels in India are typically higher than global averages, making robust filtration even more critical. This approach ensures optimal performance and durability across different operational contexts.
Impact on total cost of ownership
Filtration has a direct and measurable impact on the total cost of ownership of equipment.
Effective filtration leads to:
• Lower wear and tear on critical components
• Reduced maintenance and repair costs
• Improved fuel efficiency
• Extended equipment life
• Higher operational uptime
Effective filtration can extend engine life by 20 to 30 per cent and reduce overall maintenance costs by 15 to 25 per cent over the equipment lifecycle. These benefits collectively enhance productivity and reduce lifecycle costs. Conversely, inadequate filtration can result in frequent breakdowns, increased maintenance expenditure, and reduced asset utilisation.
Building a more efficient cement ecosystem
With the rising demand across various sectors, the cement industry is expected to expand at an unprecedented rate. This growth is forcing the production to move towards a more efficient and resilient system of operations. This requires attention not only to production technologies but also to the supporting systems that enable consistent performance. Filtration must be viewed as a strategic investment rather than a routine consumable. By ensuring the cleanliness of air and fluids across systems, it supports reliability, efficiency, and sustainability.
The road ahead
The future of cement logistics will be shaped by increasing mechanisation, digital monitoring, and stricter environmental standards. The industry is also witnessing a shift towards predictive maintenance and condition monitoring, where filtration performance is increasingly integrated with real-time equipment diagnostics.
In this evolving landscape, the role of filtration will become even more critical. As equipment becomes more advanced and operating conditions more demanding, the need for precise contamination control will continue to grow. From quarry to construction site, filtration technology underpins the performance of every critical system. It enables equipment to operate efficiently, reduces operational risks, and supports the industry’s broader goals of growth and sustainability. In many ways, it is the unseen force that keeps the cement ecosystem moving, quietly ensuring that every link in the value chain performs as expected.
About the author
Niranjan Kirloskar, Managing Director, Fleetguard Filters, is focused on driving innovation, operational excellence, and long-term business growth through strategic and people-centric leadership. With a strong foundation in ethics and forward-thinking decision-making, he champions a culture of collaboration, accountability, and technological advancement.
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30-Day Traffic Diversion In Place For CC Road Works In Madhapur
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PROMECON introduces infrared-based tertiary air measurement system for cement kilns

