Product Development
Futuristic Trends in Indian Cement Industry
Published
11 years agoon
By
admin
With cement production at 256 MT against a capacity at 360 MT, the cement industry was saddled with an idle cement capacity of over 100 MT, valuing a colossal dead investment of over Rs 70,000 crore at today?s cost, writes NA Vishwanathan.
The Indian cement industry has registered major achievements both at national and international levels, in the fields of technology up-gradation, energy efficiency, quality and emission controls, CSR obligations to the society as also its contribution in the infrastructural development and the growth of the economy.
The world-class industry, which is the second largest cement producer in the world, has completed 100 years of its service to the nation. The last three years had been very bad for the cement industry. After expanding at an average rate of 8-10 per cent in the last three decades, the cement growth in 2013-14 had dwindled to 3 per cent, the lowest in the last 20 years, due to slowdown in the economy and deceleration in the construction activities. With cement production at 256 MT against a capacity at 360 MT, the cement industry was saddled with an idle cement capacity of over 100 MT, valuing a colossal dead investment of over Rs 70,000 crore at today?s cost. However, our government?s continuous thrust on and commitment for affordable housing, construction of cement concrete roads, creation of 100 smart cities, world-class infrastructure development, with emphasis on development of freight corridors and port connectivity should give a definite fillip to the creation of more demand for cement in the country.
The results of the government?s initiatives have already started reflecting in the growth of the cement industry to 8.5 per cent in the first eight months of the current fiscal. If this momentum gains further, the cement demand will again pick up a double digit growth. Even with 10 per cent growth, this will accelerate the cement production by over two-and-a-half times, to 665 MT in the next ten years, i.e. by 2024, which would require a cement capacity of around 750 million tonne at 90 per cent utilisation. This will call for an additional investment of about Rs 2.5-3 lakh crore for creating another 390 million tonne of cement capacity.
To meet this level of cement demand, the likely requirement of major inputs in future will be – 156 million tonne coal, including for captive power; 998 million tonne limestone; 13,300 MW of power and 35 million tonne gypsum. The cement plants will further modernise their existing state-of-the-art plants with kiln capacity of 12,000-14,000 tpd or even more.
Issues and challenges
Over the last couple of years, the cement industry?s need has not been duly addressed by the government insofar as meeting its coal requirement is concerned due to diversion of coal to the power sector. From a fulfillment level of 69 per cent of its coal requirement in 2003, the satisfaction level for the cement industry has now touched its nadir at 31 per cent. As we all know, cement industry is as important as the power sector for the growth of the economy. Therefore, disregarding the cement sector for coal supply may adversely impact the massive infrastructure development programme of the government. The government may, therefore, consider treating the cement industry at par with the power sector so far as coal supply to the cement industry is concerned – both for burning coal in the kilns, and for generating captive power.
To supplement its energy needs, the cement industry has been making concerted efforts over the last few years to enhance the usage of alternate fuels like solid municipal wastes, cut tyres, paint sludge, biomass and waste heat recovery (WHR) through co-generation after making huge investments in process technology, but the success rate is not encouraging due to certain technical, regulatory and policy-related constraints being encountered by the industry.
To help the industry in its endeavours, the government should encourage and incentivise greater usage of AFR in the cement manufacturing by making inter-state movement of municipal and other wastes hassle-free and also making their use commercially viable. The imperative is to put in place a set of regulatory measures which make it mandatory for the local bodies to make available cement grade RDF on a consistent and sustained basis by imposing reasonable cost on the generators and creating infrastructure for storage and processing to convert Municipal Solid Wastes (MSW) into RDF.
Increased use of fly ash
Another important development which is going to happen in the cement industry is the enhancement in the Thermal Substitution Rate (TSR) by having increased usage of fly ash from the present 27 per cent in PPC, thereby prolonging the life of our depleting limestone reserves. The present TSR is less than one per cent in India as against world average of over 50 per cent. This will also considerably bring down further the particulate emissions level of the industry apart from cutting down drastically the land required by the power houses for dumping the fly ash generated by them in open land area. It is estimated that the current coal-based thermal power capacity at 1,53,571 MW will require about 61,400 acre of land at 0.4 acre land requirement for per MW capacity. This land requirement would go up further exponentially due to the projected enhancement in the capacity of coal-based thermal power houses in the country.
In the context of our PM?s clarion call for Swachh Bharat and to make the mission a success, it has become all the more imperative to enhance effective usage of industrial, agricultural and solid municipal wastes in addition to fly ash in the manufacturing of cement and also ensure that these waste materials are provided ?Free of Cost? to its users, on the world-over accepted principle of ?Polluter to Pay?.
Trends
The increased cement demand in the country will also see a paradigm shift in the ?movement-pattern? of cement from the conventional bagged to bulk movement of cement in loose form in special purpose wagons, although bagged cement will continue to dominate the market. Apart from this, movement of cement, clinker, etc. will start taking place through multimodal means, i.e., a combination of Rail/Road/IWT/Coastal modes, as the present government is very keen to develop these transport modes also. Again, this effort will bear fruit only if it is financially viable for the users and simultaneously ensures reasonable returns to the prospective investors as well.
Duty-free import
The government under its ambitious ?Make in India? programme has made a number of attractive schemes/announcements for private investments, both from domestic and international entrepreneurs. However, Indian cement industry has to face the challenges of an uneven playing field due to the government?s policy of allowing duty-free import of cement, despite the fact that India is having over 100 million tonne of surplus cement capacity. The time, therefore, is now ripe to encourage and incentivise the cement and clinker exports from India. Further, import duties on inputs, namely, limestone, gypsum, pet coke, packing bags, etc. required in the manufacturing of cement need to be abolished to realise and truly achieve the Prime Minister?s Vision of ?Make in India?, for in the case of cement, the manufacture is already taking place in India in a big way, and, the removal of import duty on inputs, would give further fillip to the Indian cement industry, in terms of its global competitiveness and viability.
Concrete roads
By acknowledging the various inherent advantages of cement concrete roads to the economy, the Minister of Road Transport and Highways, Government of India, has recently taken a policy decision of adopting cement concrete pavements in national highway construction. The decision of the Central Government to go in for cement concrete highways only is a welcome step and will certainly boost the demand for cement. Now the state governments also need to emulate this step by insisting on cement concrete roads for state highways and other roads as well.
On the issue of reduced price for cement concrete roads, I would like to mention that cement industry has often tried to absorb the financial impact of increases that have taken place from time to time in input costs and freight rates, by improving efficiency and productivity through adoption of newer technologies, and, also through innovative initiatives, after making huge investments. In this context, there is a cast-iron case that the taxation burden on the cement industry, which is very high from any angle, at 60 per cent of the ex-factory price, which is more than even on the luxury items, be slashed by at least 25 per cent in the first instance and thereafter, gradually put at par with average tax on cement in the Asia Pacific Region, which is just 11.4 per cent, with the highest levy of 20 per cent being in Sri Lanka.
Limestone mining
As per the new provisions of the Mines and Minerals (Development and Regulation) Amendment Ordinance, 2015, limestone mines, will now be available, only through auction process, and there will be ?No Captive Mines?, as has been the case so far. This, in effect, would lead to higher input cost for limestone, the basic raw material required at one-and-a-half times the cement production, and could also deter further investment in the cement industry, as an element of uncertainty will always be looming, once the lease period of 50 years is over. In the light of the peculiarities of the cement industry, therefore, the provisions need to be revisited from the point of view of the cement industry.
The author is Secretary-General, Cement Manufacturers? Association.
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Power Build’s Core Gear Series
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At the heart of every high-performance industrial system lies the need for robust, reliable, and efficient power transmission. Power Build answers this need with its flagship geared motor series: M, C, F and K. Each series is meticulously engineered to serve specific operational demands while maintaining the universal promise of durability, efficiency, and performance.
Series M – Helical Inline Geared Motors
Compact and powerful, the Series M delivers exceptional drive solutions for a broad range of applications. With power handling up to 160kW and torque capacity reaching 20,000 Nm, it is the trusted solution for industries requiring quiet operation, high efficiency, and space-saving design. Series M is available with multiple mounting and motor options, making it a versatile choice for manufacturers and OEMs globally.
Series C – Right Angled Heli-Worm Geared Motors
Combining the benefits of helical and worm gearing, the Series C is designed for right-angled power transmission. With gear ratios of up to 16,000:1 and torque capacities of up to 10,000 Nm, this series is optimal for applications demanding precision in compact spaces. Industries looking for a smooth, low-noise operation with maximum torque efficiency rely on Series C for dependable performance.
Series F – Parallel Shaft Mounted Geared Motors
Built for endurance in the most demanding environments, Series F is widely adopted in steel plants, hoists, cranes and heavy-duty conveyors. Offering torque up to 10,000 Nm and high gear ratios up to 20,000:1, this product features an integral torque arm and diverse output configurations to meet industry-specific challenges head-on.
Series K – Right Angle Helical Bevel Geared Motors
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Together, these four series reflect Power Build’s commitment to excellence in mechanical power transmission. From compact inline designs to robust right-angle drives, each geared motor is a result of decades of engineering innovation, customer-focused design and field-tested reliability. Whether the requirement is speed control, torque multiplication or space efficiency, Radicon’s Series M, C, F and K stand as trusted powerhouses for global industries.
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Economy & Market
Conveyor belts are a vital link in the supply chain
Published
8 months agoon
June 16, 2025By
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Kamlesh Jain, Managing Director, Elastocon, discusses how the brand delivers high-performance, customised conveyor belt solutions for demanding industries like cement, mining, and logistics, while embracing innovation, automation, and sustainability.
In today’s rapidly evolving industrial landscape, efficient material handling isn’t just a necessity—it’s a competitive advantage. As industries such as mining, cement, steel and logistics push for higher productivity, automation, and sustainability, the humble conveyor belt has taken on a mission-critical role. In this exclusive interview, Kamlesh Jain, Managing Director, Elastocon, discusses how the company is innovating for tougher terrains, smarter systems and a greener tomorrow.
Brief us about your company – in terms of its offerings, manufacturing facilities, and the key end-user industries it serves.
Elastocon, a flagship brand of the Royal Group, is a trusted name in the conveyor belt manufacturing industry. Under the brand name ELASTOCON, the company produces both open-end and endless belts, offering tailor-made solutions to some of the most demanding sectors such as cement, steel, power, mining, fertiliser, and logistics. Every belt is meticulously engineered—from fabric selection to material composition—to ensure optimal performance in tough working conditions. With advanced manufacturing facilities and strict quality protocols, Elastocon continues to deliver high-performance conveyor solutions designed for durability, safety, and efficiency.
How is the group addressing the needs for efficient material handling?
Efficient material handling is the backbone of any industrial operation. At Elastocon, our engineering philosophy revolves around creating belts that deliver consistent performance, long operational life, and minimal maintenance. We focus on key performance parameters such as tensile strength, abrasion resistance, tear strength, and low elongation at working tension. Our belts are designed to offer superior bonding between plies and covers, which directly impacts their life and reliability. We also support clients
with maintenance manuals and technical advice, helping them improve their system’s productivity and reduce downtime.
How critical are conveyor belts in ensuring seamless material handling?
Conveyor belts are a vital link in the supply chain across industries. In sectors like mining, cement, steel, and logistics, they facilitate the efficient movement of materials and help maintain uninterrupted production flows. At Elastocon, we recognise the crucial role of belts in minimising breakdowns and increasing plant uptime. Our belts are built to endure abrasive, high-temperature, or high-load environments. We also advocate proper system maintenance, including correct belt storage, jointing, roller alignment, and idler checks, to ensure smooth and centered belt movement, reducing operational interruptions.
What are the key market and demand drivers for the conveyor belt industry?
The growth of the conveyor belt industry is closely tied to infrastructure development, increased automation, and the push for higher operational efficiency. As industries strive to reduce labor dependency and improve productivity, there is a growing demand for advanced material handling systems. Customers today seek not just reliability, but also cost-effectiveness and technical superiority in the belts they choose. Enhanced product aesthetics and innovation in design are also becoming significant differentiators. These trends are pushing manufacturers to evolve continuously, and Elastocon is leading the way with customer-centric product development.
How does Elastocon address the diverse and evolving requirements of these sectors?
Our strength lies in offering a broad and technically advanced product portfolio that serves various industries. For general-purpose applications, our M24 and DINX/W grade belts offer excellent abrasion resistance, especially for RMHS and cement plants. For high-temperature operations, we provide HR and SHR T2 grade belts, as well as our flagship PYROCON and PYROKING belts, which can withstand extreme heat—up to 250°C continuous and even 400°C peak—thanks to advanced EPM polymers.
We also cater to sectors with specialised needs. For fire-prone environments like underground mining, we offer fire-resistant belts certified to IS 1891 Part V, ISO 340, and MSHA standards. Our OR-grade belts are designed for oil and chemical resistance, making them ideal for fertiliser and chemical industries. In high-moisture applications like food and agriculture, our MR-grade belts ensure optimal performance. This diverse range enables us to meet customer-specific challenges with precision and efficiency.
What core advantages does Elastocon offer that differentiate it from competitors?
Elastocon stands out due to its deep commitment to quality, innovation, and customer satisfaction. Every belt is customised to the client’s requirements, supported by a strong R&D foundation that keeps us aligned with global standards and trends. Our customer support doesn’t end at product delivery—we provide ongoing technical assistance and after-sales service that help clients maximise the value of their investments. Moreover, our focus on compliance and certifications ensures our belts meet stringent national and international safety and performance standards, giving customers added confidence.
How is Elastocon gearing up to meet its customers’ evolving needs?
We are conscious of the shift towards greener and smarter manufacturing practices. Elastocon is embracing sustainability by incorporating eco-friendly materials and energy-efficient manufacturing techniques. In parallel, we are developing belts that seamlessly integrate with automated systems and smart industrial platforms. Our vision is to make our products not just high-performing but also future-ready—aligned with global sustainability goals and compatible with emerging technologies in industrial automation and predictive maintenance.
What trends do you foresee shaping the future of the conveyor belt industry?
The conveyor belt industry is undergoing a significant transformation. As Industry 4.0 principles gain traction, we expect to see widespread adoption of smart belts equipped with sensors for real-time monitoring, diagnostics, and predictive maintenance. The demand for recyclable materials and sustainable designs will continue to grow. Furthermore, industry-specific customisation will increasingly replace standardisation, and belts will be expected to do more than just transport material—they will be integrated into intelligent production systems. Elastocon is already investing in these future-focused areas to stay ahead of the curve.
Advertising or branding is never about driving sales. It’s about creating brand awareness and recall. It’s about conveying the core values of your brand to your consumers. In this context, why is branding important for cement companies? As far as the customers are concerned cement is simply cement. It is precisely for this reason that branding, marketing and advertising of cement becomes crucial. Since the customer is unable to differentiate between the shades of grey, the onus of creating this awareness is carried by the brands. That explains the heavy marketing budgets, celebrity-centric commercials, emotion-invoking taglines and campaigns enunciating the many benefits of their offerings.
Marketing strategies of cement companies have undergone gradual transformation owing to the change in consumer behaviour. While TV commercials are high on humour and emotions to establish a fast connect with the customer, social media campaigns are focussed more on capturing the consumer’s attention in an over-crowded virtual world. Branding for cement companies has become a holistic growth strategy with quantifiable results. This has made brands opt for a mix package of traditional and new-age tools, such as social media. However, the hero of every marketing communication is the message, which encapsulates the unique selling points of the product. That after all is crux of the matter here.
While cement companies are effectively using marketing tools to reach out to the consumers, they need to strengthen the four Cs of the branding process – Consumer, Cost, Communication and Convenience. Putting up the right message, at the right time and at the right place for the right kind of customer demographic is of utmost importance in the long run. It is precisely for this reason that regional players are likely to have an upper hand as they rely on local language and cultural references to drive home the point. But modern marketing and branding domain is exponentially growing and it would be an interesting exercise to tabulate and analyse its impact on branding for cement.
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