Economy & Market

Rural market is the ideal ground for brand building and creation of premium

Published

10 years ago

May 31, 2015

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Ashutosh Rampal, Senior General Manager, Shree Cement
Retail consumer buys because of the trust factor and institutions buys on price from the choice of trusted brands. The trust is inherent in the both the transaction – first one being emotive and the second one being rational. The creative teams develop the brief accordingly, says Ashutosh Rampal, Senior General Manager, Shree Cement. Excerpts from interview…

How do you rate your brand positioning in creating value?
Shree Cement has the distinct positioning of rust resistant cement. Steel in all modern construction is open to threat of rust which renders buildings unsafe after corrosion of its reinforcement. Shree bans the entry of rust and thereby not only imparts strength of cement but also fortifies the steel for longer life. The retail consumer and the institutional buyers have realized this and have accepted the superiority of the brand.

How do you differentiate the campaigning for rural and urban markets?
Rural market is the ideal ground for brand building and creation of premium. The rural campaigns are emotive and appeal to the basic goodness and trust creation. Urban buying formats are different so the focus is on which brand has a deeper outreach in terms of services and comfort of timely delivery. Trust plays at the back of the mind and convenience is more important. Urban consumer normally buys complete service basket along with the brand. Hence concrete testing has made prominent impact in brand creation across urban markets.

Have you adopted any un-conventional method to promote your brand?
The rules of brand creation are common and widely known, the success lies in meticulous execution at the grassroots level through a team that is convinced and proudly connected with the brand.

You keep raising the standards of service and carefully develop the consumer confidence.

Which feature/characteristic of the product are you trying to highlight and why?
Bringing out the distinct experience in the real is lasting brand value, not the USP/ feature. This distinct experience of the brand later also rubs on the company to leverage the corporate image. The brands that focus on USPs alone are into a short lasting impact and the brands that extend awe-experience become undisputable leader. Experience creation is a holistic process where production, sales accounts, marketing, branding, technical services all have to come together coherently.

How do you rate the celebrity endorsements?
It?s a very powerful and expensive methods of putting brands in high recall category. They are very effective in spite of the money spent. The choice of celebrity and relevance of his/her personality to the brand is important. Worldwide celebrity/ characters of epic movies endorse and create brand power. It works well in cement industry too.

To what extent does CSR impact branding?
CSR creates silent power for the brand, go to TATAs and you can feel it there. In times to come CSR will be an integral part of the corporate image creation which will later rub off on the brand.

Concrete

15th Cement EXPO: A Step Forward in Cement Innovation

Published

3 weeks ago

January 17, 2025

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Mumbai

Following the immense success of the 14th Cement EXPO, held on December 14-15, 2023, at the Manekshaw Centre, New Delhi, the next edition of this premier event is set to take place in March 2025. The 15th Cement EXPO will be hosted at Yashobhoomi, Delhi, on 12th and 13th November 2025.

Meanwhile, the Cement Expo Forum 2025 is scheduled for 5th and 6th March 2025 at Taj Krishna in Hyderabad. This exciting 3-in-1 event, organised by FIRST Construction Council (FCC) and Indian Cement Review (ICR), will bring together industry leaders, innovators, and stakeholders to discuss the future of the cement sector.

Building on the Success of the 14th Cement EXPO

The 14th Cement EXPO was widely praised for its strong participation, attracting over 1,500 senior managers and decision-makers from across the cement industry. The event was inaugurated by Dr. Vibha Dhawan, Director General of TERI, and Ali Emir Adiguzel, Founder and Director of the World Cement Association, alongside Pratap Padode, Founder of FIRST Construction Council (FCC). The two-tiered exhibition space featured cutting-edge products and innovations from top companies within the cement industry’s supply chain.

The event also garnered significant support from key government bodies, including the Ministry of Road Transport and Highways, Government e-Marketplace (GeM), and the Department for Promotion of Industry and Internal Trade (DPIIT), Ministry of Commerce and Industry, Government of India (GoI).

Recognition and Excellence in the Cement Industry

The 7th Indian Cement Review Awards celebrated excellence by presenting awards to 11 companies in various categories, recognising their contributions to growth and innovation within the industry. Notably, Parth Jindal, Managing Director of JSW Cement, was honoured with the prestigious Indian Cement Review – Person of the Year Award 2023. Meanwhile, Vinita Singhania, Vice Chairman and Managing Director of JK Lakshmi Cement Ltd, received the Lifetime Achievement Award for her outstanding leadership and contributions to the sector.

A Vision for Sustainability

With the theme of “Driving Sustainability Through Technology,” the 9th Indian Cement Review Conference hosted thought-provoking discussions and presentations, highlighting the industry’s commitment to adopting innovative, sustainable practices. The conference served as a platform for dialogue on the latest technological advancements aimed at transforming the cement sector, addressing key challenges, and fostering growth.

What to Expect from Cement EXPO 2025

The 15th Cement EXPO, along with the 10th Indian Cement Review Conference and the 8th Indian Cement Review Awards, is set to be even bigger and more impactful than the 2023 edition. With an expanded exhibition space, greater participation, and more in-depth discussions, the 2025 event will continue to drive the industry forward. This 3-in-1 event promises to be a pivotal moment in the ongoing transformation of the cement sector.

As the industry evolves, the 15th Cement EXPO 2025 will serve as a crucial platform for showcasing innovations, discussing emerging trends, and forging new partnerships to shape the future of cement and construction.

For more details:

Cement Expo Forum 2025: https://cementexpo.in/forum

15^th Cement Expo 2025: https://cementexpo.in/

FOR CONFERENCE SPONSORSHIPS

Sheetal Talreja

Mob: +91 842 2874 030

Email: sheetal@IndianCementReview.com

FOR EXHIBITION/SPONSORSHIPS

Sujoy Gomes

Mob: +91 865 7795 881

Email: Sujoy.g@ASAPPinfoGlobal.com

FOR SPONSORSHIPS

Ratan Rajbhar

Mob: +91 842 2874 021

Email: ratan.r@ASAPPinfoGlobal.com

Concrete

Construction sector growth slows to 8-10% for FY2025: ICRA

Published

3 weeks ago

January 15, 2025

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The revenue growth for construction companies in FY2025 is projected at 8-10 per cent, down from the earlier estimate of 12-15 per cent, according to ICRA. This marks the slowest growth in three years, driven by factors such as the Model Code of Conduct in Q1, prolonged monsoons, and milestone-based billing in Q2, particularly affecting road-focused players.
ICRA’s analysis of 19 companies with a combined turnover of Rs.1.28 trillion in FY2024 shows modest revenue growth of 1.5 per cent YoY in H1 FY2025. While execution is expected to improve in H2, FY2025 growth remains below the historical CAGR of ~15 per cent (FY2018-FY2024).
Order inflows in urban transport, water and sewage projects are healthy, but road-focused entities face challenges due to muted inflows and high competition. Operating margins are projected to remain range-bound at 10.5-11 per cent, with debt levels rising to manage working capital needs, though debt coverage metrics remain stable.

Concrete

SANY India expands Pune factory to boost production capacity

Published

3 weeks ago

January 15, 2025

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SANY India inaugurated a cutting-edge factory expansion at its 90-acre Pune facility, elevating its production capacity to over 14,000 units annually, alongside a robust fabrication capacity of 100,000 metric tonnes.

The advanced facility reinforces SANY’s commitment to ‘Make in India’ by enhancing localised manufacturing and supporting global exports. Chairman Xiang Wenbo highlighted the strategic importance of India as a global hub, while Vice Chairman Deepak Garg emphasised the expansion’s role in driving innovation and infrastructure development. This investment enhances efficiency, reduces timelines, and strengthens SANY’s leadership in the construction equipment sector.