Economy & Market

We at Reliance Cement have tried to break the clutter by taking the position of perfection

Published

10 years ago

May 31, 2015

admin

Rajesh Sarada, Vice President (National Head) – Marketing, Reliance Cement

CSR plays a very important role in building the corporate image building and right to do business. says Rajesh Sarada, Vice President (National Head) – Marketing, Reliance Cement. Excerpts from the interview.

What has been the perceptible shift in the concept of creating a ?brand?, and how it is applicable in your case?
Cement is a commodity and brand plays a very important role in positioning of the product in consumers mind. Cement is correlated to strength and many companies position their product around strength or durability. Very few companies have positioned their product away from strength. We at Reliance Cement have tried to break the clutter by taking the position of "Perfection". Reliance Cement is perfect in all areas be it quality, durability, strength or after sales services. We are also developing perfect partnership with our channel partners and other stakeholders.

Which feature / characteristic / USP of the product are you trying to highlight through your advertisement and why?
Reliance as a brand is well established and therefore it does not need any introduction. Our only challenge was to communicate to the customers that Reliance has also entered into cement sector and offering a better product and services to its consumers. Our main focus is to create consumer awareness through strong presence on point of purchase i.e. retail counters with support of print, radio and outdoor media. We do exist strongly with on-ground activities like participating in melas, haats, etc.

Reliance Cement comes in a innovative packaging which is weather proof and temper proof. We guarantee our consumers that the cement they purchase is fresh and unadulterated. Our another USP is the UPSD technology which ensures higher strength and optimum setting time.

What segment of market you cater to?
Our focus is primarily on trade segment. We sell around 80 per cent of our production in trade market i.e. IHB segment and about 20 per cent in institutional segment. Our customer service team helps the IHB segment on designs, lay outs, budget, planning and other related issues of home building. Our packaging for both trade and institutional segment is different to avoid any infiltration. Institutional segment is primarily concerned on the delivery schedule and on properties of the product. Branding does not influence the buying decision of this segment.

How do you rate your brand positioning / tag lines in terms of differentiating a product and creating value?
Like I mentioned earlier, we have positioned our cement as "Ek Perfect Cement" i.e. perfect in terms of quality, strength, durability, and after sales services. Perfect cement builds a Perfect home. Our value proposition to customers is fresh and unadulterated cement which come in tamper proof and weather proof packaging, fast setting time for faster construction, and on-site mobile testing van and expert services to ensure construction quality and good construction practices.

How do you plan your product promotion?
We look at 360 degree approach for product promoting. Mass media like print, radio and outdoor are broadly used to promote our brand. We also carryout BTL activities like participation in local melas and haats which attracts lot of footfalls. However, our major focus is on point of sales i.e. Retail counters to enhance our visibility at the outlet thru dealer boards, in-shop branding, POPs, etc. Our other major focus is on the influencers segment like masons, contactors, engineers and architects. We conduct various meets with the masons and contractors to improve their skills and impart them with best construction practices. Also we conduct conferences and seminars for engineers and architects at all our locations to keep them updated with latest in industry like sustainability and green initiatives.

To what extent does CSR impact branding? How?
CSR plays a very important role in building the corporate image building and right to do business. We carryout lot of activities around our cement plants in terms of education, health services, water conservation, promote self help groups for livelihood/employment generation, etc. The programs are done by our own team and in few cases in collaboration with recognised NGOs.

Concrete

15th Cement EXPO: A Step Forward in Cement Innovation

Published

2 weeks ago

January 17, 2025

admin

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

admin

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

admin

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.