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The Indian cement industry is paying sub-optimum attention to brand management, despite two-thirds of its volumes being in the consumer market, says YOGI VASHISHTA.

Today, most successful businesses are valued far more than the value of their tangible assets by the market. Globally, brands as assets are estimated to account for approximately one-third of all corporate wealth. In this context, it is important to interrogate how brands are being paid attention by the Indian cement industry.

One quick way to judge the importance of branding by an industry is to peer into its M&As and see how much have the brands been valued in those transactions. It is informative indeed to see what assets have been prioritised as sources of value in arriving at fair valuation in some of the recent M&As in the cement industry in India. Brands as assets have hardly featured in arriving at the enterprise value. Most mid- and small-size cement companies have had their enterprise value lower than even the current replacement cost of the tangible assets. An enterprise value even marginally higher than the replacement cost is considered admirable for a cement company – such is the pre-eminence of the tangible assets in valuing a business in this industry! Even those assets that have had their enterprise value higher than their replacement value were so valued because of their operational efficiencies and higher productivity. Brands didn’t feature much for what value they brought to the business.

Every industry has its unique complexities that inform its valuation perspective. The cement industry has its own reasons to prioritise the quality and strategic fit of the tangible operating assets, but does it have to be at almost a complete exclusion of the value of brand as an asset?

Granted, it doesn’t help that most cement brands are actually the corporate names, which, in an acquisition scenario, present their own unique use/ownership issues. However, the corporate history world over is replete with examples when a corporate brand name has been bought over for the consumer goodwill and equity of the brand, and the new owners have carefully transferred the said equity to another brand. Obviously the concerned brands presented significant equity to have commanded premium valuation despite the effort involved in transferring the equity to another brand. Closer home, L&T Cement name changeover to UltraTech is one such example.

Value proposition
It is beyond any debate that out of all that a corporation owns, the brand is the most important and the most sustainable asset. Even at operational levels, companies driven by strong brands have delivered significantly superior financial performance compared to their peers not driven by strong brands. In sum, strong brands mean better returns, period. And the Indian cement industry is certainly paying sub-optimum attention to brand management, despite two-thirds of its volume being in the consumer market.

Brand creation is not a priority
For FY 2015-16, the Indian cement industry collectively spent about Rs 220 crore on advertising across TV, print and radio – the above the line (ATL) media. Arguably, the industry does spend a significant part of its advertising budget on media like billboards and wall painting. Though it is hard to estimate these spends, we may not be too off the mark if we were to assume the total advertising spend at double the amount spent in ATL. At Rs 440 crore, the spend makes it a miniscule 0.28 per cent of revenue of this mammoth Rs 153,000 crore industry! Clearly the industry doesn’t consider advertising an important business tool. And what is even more revealing is what this much-less-than-optimum budget gets spent on – very generic, mere salience building advertising. Most advertising discourse is focused on the core expectation from the category – strength/durability or even more general things like quality, trust etc. The quality of advertising betrays the fact that neither deep consumer insights nor rigorous competitive product analysis to drive differentiation is being deployed.

A large study owned by Young and Rubicam that tracks hundreds of brands across a large spectrum of categories, shows that ‘differentiation’ is a large prerequisite for a brand to start getting created, a meaningful differentiation of course. But the cement brands, as revealed from their advertising, are hardly making efforts to create differentiation.

And yet, advertising is not even the core of genuine brand building. It is at best one of the tools, only one of the ingredients in brand creation.

Not just about advertising
Before it gains ground, it is critical to perish the thought quickly and early on in this article, that brand is all about advertising. In fact the cement industry’s skin-deep engagement with brand creation and management suggests it might be afflicted with this notion. Being brand driven is much deeper than being mere advertising driven. It is a strategic shift in the way an organisation conducts its business.

Closely related to advertising, but a very basic and fundamental brand prerequisite is to be consumer driven. Brand-driven organisations will be strongly consumer-knowledge and understanding driven. In the cement industry, even the most basic exercises like segmentation and differentiation, the building blocks of basic brand management and marketing construct, are missing – something that one would expect from an industry with such a large number of players as an approach to competitive engagement.

Branding is a commitment at the business strategy level. Who will the brand serve most, what will the brand promise, and how will it back that promise up in each and every act, where will it spend most of its R&D efforts, which aspects of its operations will it seek to excel in, what kind of internal business review matrices will it deploy, what kind of talents it will hire, etc., are the kind of alignment being branding driven demands.

Branding-driven organisations are constantly chasing deeper and deeper consumer understanding, seeking product and service innovations, and seeking points of meaningful differentiation and departure. They are essentially seeking sustainable competitive advantages that are harder to beat or compete with.

Isn’t cement a commodity?
So what?

It might be the best news, from a branding point of view.
Cement being a commodity is an often-heard refrain in the industry. And, just like its belief that mere advertising equals branding, even this could count as a self-defeating belief. It is not that it is a commodity, but the fact is that this over-arching belief might be making us put fewer efforts in creating deeper brand assets. Is salt any less of a commodity? What about flour, cooking oil? And drinking water, coffee, tea, sugar, milk, hair oil? It is a secret that not many are in the know of; biggest brands have indeed been created and built in commodity categories! Only the last 20-odd years have been somewhat of an exception where technology products might have taken the centre-stage in brand creation and investment. Otherwise the biggest brand battles have been fought in the commodity space, and some of the biggest brand values too have been created in the commodity or near commodity space.

If one were to ask what, between a coffee and a cement, might feature as carrying higher stakes to the customer, we might discover an even happier news that not only is cement just like many commodities that are best amenable to brand creation, it is one of the most important commodities in terms of the stakes it carries. Even a cursory interrogation of the category makes one wonder why some of the most obvious unique customer needs haven’t been used to create market segmentation and brand positioning, e.g., cements best suited for structures in coastal areas or high rain areas or for areas of extreme temperatures, cements best suited for different parts of a structure like foundation and slabs, cements for those who seek quicker construction time, cements that need less water for regions that are water deficit, etc. Why are there no attempts at SKU (stock keeping unit) sizes? Yes, it does call for a significant disruption in the entire supply chain, but that exactly is the difference between an industry that is consumer driven and the one that is inside out.

Consumer-driven organisations will make all efforts to overcome the current constraints to fulfil customer expectations while the inside-out organisations will make compromises with their existing constraints and in the process miss out on creating customer delight by finding solutions they want. If fresh cement is a big deal, it may make sense to for a player to think of a logistics innovation that minimises time taken for the cement to travel from manufacturing to the site, something that allows the cement to arrive ‘hot and fresh’ on the construction site.v Admittedly, there have been attempts, but so feeble that they seem to have lacked conviction and served to only reiterate the existing self-limiting belief that cement is a commodity that is best treated as a commodity.

Hurdles
Hard to tell, but mostly it is about an industry’s belief system that the industry defines itself with. What you consider as a belief to live with and perpetuate, and what you challenge makes all the difference.

Even the way an organisation structures itself gives higher or lower emphasis to various aspects of business. Branding in cement companies is largely relegated to some marcom teams, seen as fiddling around with logos and colours etc. The brand spends are mostly seen as those painful line item expenditures that, unfortunately, can’t be avoided. For want of robust brand strength matrices and their proven co-relationship with business impact, the finance guys, and rightfully so, remain ambivalent about it. The industry, driven mostly by those who have come up at the leadership positions from the manufacturing side, possibly sees itself as a hard, masculine industry and, seeing branding only as cosmetic advertising, views it as a rather soft subject that some designers are left to deal with.

The stage at which branding kicks in is another key determinant of what stops an organisation from making the best use of branding. If it is at the fag end of an organisation’s core work – ‘product is ready, now let us create some advertising’, the branding will be superficial, cosmetic and sub-impactful. For it to be effective, branding has to be the starting point of an organisation’s business and competitive strategy. It is what should be driving what kind of product differentiation to work towards, what quality standards to chase, what kind of packaging, how many SKUs, what kind of logistics and time to delivery, what kind of distribution strategy, what kind of stock keeping both at the warehouses and at the retail counters etc., to have. The organization as a whole must align itself to deliver on the brand strategy and not just the brand or marketing head. After all, a brand represents the entire organization’s commitment and efforts to get the all-important competitive advantage. It is a promise that the entire organization has to fulfil in all its functions.

Branding benefits
If managed well, brands bring immense operational and strategic benefits. They prompt business re-thinks from what product one is selling to what benefits one delivers and stands for. This in turn, in the cement industry for example, could lead to questions like what other product category could one extend a brand to. It is shocking to realise that most of what goes into building a house is unbranded material from the unorganised sector. Cement represents only about 10-15 per cent. Why should a cement organisation not consider extending itself into some of the other materials needed for construction – like sand and bricks?

Good brand management cultures would also make organisations ask questions like licensing and franchising as possible low cost/low capital ways to business growth. Though hard work, brands bring disproportionate operational and strategic rewards. They not only have influence on the consumer, they even influence talent attraction and attrition. Beyond the organisation’s immediate concerns, brands even have significant social influence and serve as buffers of goodwill in moments of rare organisational failures or crisis.

Brands certainly drive customer loyalty and advocacy and fetch higher market shares and price premium. They even drive significant operational efficiencies and eventually, stakeholder value. What the brand thinking delivers beyond the financial parameters is even more precious – like organisational alignment and clarity; it unleashes collective energy and blesses the practicing organisation with the most sustainable competitive advantage called a ‘brand’ and a most prized culture of being ‘consumer driven’. So it not whether or when, but how should the cement industry start creating mega brands out of their huge businesses. Branding is a critical business enabler that key stakeholders of the cement industry should start demanding without any further loss of time, and that too in a fundamental, comprehensive and scientific approach. It will only surprise the industry by its impact and value creation. And we may soon see valuations in the sector that gladden the hearts of shareholders even more.

Yogi Vashishta is a brand strategy consultant. He is presently CEO, Minority Brand Creation and Management LLP. Yogi has worked in leadership roles across ad agencies, market research, manufacturing, and marketing organisations, India and abroad. He has experience across diverse categories and brands like VIP Skybags, Orient Fans, Levers, Cadbury’s, McDonald’s, Reliance Cement, Servo and Kinetic Honda.

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Economy & Market

Fornnax Names Lukas Baur as Authorised Service Partner to Bolster EU Operations

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Strapline: Fornnax Technology has appointed NOBA Maschinenservice’s Lukas Baur as its authorised service partner for the European Union, strengthening its commitment to delivering fast, reliable, and localised after-sales support across the region.

Fornnax Technology, a leading manufacturer of industrial shredding solutions, has announced the appointment of Mr. Lukas Baur of NOBA Maschinenservice as its authorised service partner for the European Union. The partnership, formalised under the authorisation of Fornnax CEO Mr. Jignesh Kundaria, reinforces the company’s commitment to providing dependable, localised service support to its expanding customer base across Europe.

Strengthening Service Through Proven Expertise

With over two decades of experience in servicing, maintaining, and overhauling industrial shredders, Mr. Baur brings extensive technical expertise to the partnership. His capabilities span welding, hardfacing, shaft and knife rebuilding, complex assembly, hydraulics, and complete electrical engineering services, delivered in collaboration with a trusted partner company based in Halle/Saale.

Operating from Worbis, Germany, Mr. Baur is strategically positioned to provide emergency support across the European Union within 24 hours, covering an operational radius of approximately 1,000 kilometres.

Supporting this capability is a well-equipped service infrastructure comprising 12 Mercedes Sprinter service vans, a team of 24 skilled technicians, specialised bearing-change tools, a fully equipped hydraulic workshop, and a 1,000-square-metre facility with a five-ton crane track. Together, these resources position his team to manage the complete spectrum of Fornnax’s European service requirements efficiently and reliably.

Partnership Driven by Industry Insight

Having spent years servicing Eldan, Lindner, and Vecoplan shredders across the European recycling industry, Mr. Baur’s decision to collaborate with Fornnax is rooted in his understanding of market needs and customer expectations. His experience has provided valuable insight into what recycling plant operators require—not only from their machinery but also from the service teams supporting them.

According to Mr. Baur, Fornnax’s reputation for robust machine construction, superior wear protection, and maintenance-friendly design made the partnership a natural fit.

The collaboration comes at a time when Europe’s tyre recycling industry is facing mounting challenges, including rising cost pressures, shrinking margins, delayed investments, and a shortage of skilled labour. Mr. Baur believes these conditions reinforce the need for technically strong service partners capable of delivering rapid, dependable support.

Commenting on the partnership, he said, “Fornnax, with its exceptional price-performance ratio and superior quality, has the potential to become a market leader in Europe. We would like to be their service partner in this journey.”

Comprehensive Support Across the Equipment Lifecycle

As Fornnax’s authorised service partner, Mr. Baur will oversee the complete lifecycle support of the company’s equipment throughout the European Union. His responsibilities will include installation, commissioning, preventive maintenance, emergency repairs, and spare parts support across mechanical, hydraulic, and electrical systems.

Looking ahead, he also plans to develop a centralised spare parts distribution hub for European customers, particularly if Fornnax establishes a warehouse facility in Worbis to facilitate faster deliveries. To further strengthen service coverage, Mr. Baur intends to expand operations by adding two to three additional service teams and vehicles each year, progressively increasing capacity across the continent.

A Shared Commitment to Customer Excellence

Highlighting the strategic importance of the partnership, Mr. Jignesh Kundaria, Director and CEO of Fornnax, said:

“We strongly believe that by continuously improving our service quality and customer satisfaction index, we can build long-term relationships with our customers. Higher customer satisfaction leads to greater trust, which significantly increases repeat orders and ultimately drives sustained growth in our sales revenue.”

This customer-first philosophy underpins Fornnax’s strategy of building a dedicated European service partner network instead of relying solely on remote support. With Mr. Baur joining this network, customers across the European Union will benefit from faster response times, expert technical assistance, and dedicated on-ground support from a partner with extensive experience in high-throughput shredding operations.

Mr. Baur’s appointment also reflects Fornnax’s broader ambition to establish itself as the preferred shredding solutions provider for the European recycling industry, marking another important milestone in the company’s international growth strategy.

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Concrete

Nuvoco Vistas launches Limla cement plant, expands Gujarat footprint

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Nuvoco Vistas opens a 2 MMTPA grinding unit at Limla, entering Gujarat and advancing its target of 35 MMTPA capacity by FY 2028.

Surat (Gujarat)

Nuvoco Vistas Corporation Ltd, a part of Nirma Group and one of India’s leading building materials company, has inaugurated the Limla Cement Plant in Surat (Gujarat), one of Vadraj Cement Limited’s (VCL) principal manufacturing facilities. The commissioning represents a key milestone in Nuvoco’s acquisition and restoration of VCL, while supporting the company’s expansion across the Western Indian cement market.

Vadraj Cement Limited is a subsidiary of Nuvoco Vistas Corporation Limited and has installed cement capacity of 6 MMTPA across its assets. The Limla inauguration therefore represents the first operational step in the acquired platform’s wider revival, while the Kutch facilities provide clinker supply, mineral security and coastal logistics support for the western business.

Nuvoco completed its acquisition of Vadraj Cement Limited, then under the Corporate Insolvency Resolution Process, after paying a consideration of Rs 1,800 crore in June 2025. VCL’s asset portfolio comprises a clinker unit at Kutch and a grinding unit at Limla in Surat. It also includes high-quality captive limestone reserves and a captive jetty at Kutch, supporting more efficient logistics. Following the takeover, Nuvoco began an extensive programme of restoration, refurbishment and expansion at both locations, leading to the commissioning of the Limla plant.

The Limla Cement Plant is expected to support a phased increase in sales volumes across Gujarat. It will also help Nuvoco supply neighbouring markets in Western Maharashtra and release cement capacity from its northern plants, which can consequently be redirected towards markets in North India. The plant will manufacture a full portfolio comprising Ordinary Portland Cement, Portland Slag Cement, Portland Pozzolana Cement and Portland Composite Cement. It will additionally produce the complete Nuvoco Duraguard range, including the premium Nuvoco Duraguard Microfibre product. The acquisition is also expected to generate operational synergies with Nuvoco’s existing plants at Nimbol and Chittorgarh in Rajasthan, improving logistics optimisation and market reach across important regional markets.

The grinding unit at the Limla Cement Plant was completed ahead of schedule, with 2 MMTPA of capacity now inaugurated to expand Nuvoco’s operating scale and customer reach. After Vadraj Cement’s assets become fully operational, plants in North and West India are expected to account for nearly 40 per cent of Nuvoco’s total cement capacity. This will broaden the company’s manufacturing network, strengthen access to high-growth markets and support its plan to increase consolidated cement capacity to 35 MMTPA by FY 2028, reinforcing its longer-term growth strategy.

Commenting on the development, Jayakumar Krishnaswamy, Managing Director, Nuvoco Vistas Corp Ltd, said: “The inauguration of the Limla Grinding Unit in Surat is an important milestone in Nuvoco’s growth journey and demonstrates our commitment to disciplined, value-accretive expansion. Gujarat is strategically significant for Nuvoco, with substantial opportunities arising from infrastructure investment, industrial growth, rapid urbanisation and continuing demand from the housing and construction sectors. The facility strengthens our regional footprint, improves operational flexibility and increases our ability to serve customers across northern and western markets with greater reliability and efficiency.”

He added: “Through the Vadraj acquisition, we have refurbished and restarted a strategically important asset, returning it to operations in record time through strong execution and collaboration between teams. The achievement demonstrates our ability to create value from acquired assets, fulfil our commitments and retain the confidence of stakeholders. It also highlights the strength of our project delivery capabilities and our continued focus on building sustainable, profitable growth over the long term.”

Nuvoco Vistas Corporation Limited is a building materials company whose vision is to build a safer, smarter and more sustainable world. It is among the leading players in East India and has a significant presence across North and West India. Nuvoco began operations in 2014 with a greenfield cement plant at Nimbol, Rajasthan. It later acquired Lafarge India Limited, which had entered India in 1999, followed by Emami Cement Limited in 2020 and Vadraj Cement Limited in April 2025. The company has also announced an expansion in eastern India through a new grinding mill at the Arasmeta Cement Plant, supported by several debottlenecking programmes involving equipment upgrades, process improvements and internal capacity initiatives. These developments place Nuvoco on track to achieve total cement capacity of approximately 35 MMTPA. The company reported total income of Rs 11,362 crore in FY 2025-26, reflecting its continuing growth trajectory.

Nuvoco operates a diversified portfolio across three segments: Cement, Ready-Mix Concrete and Modern Building Materials. Its cement portfolio includes Concreto, Duraguard, Double Bull, PSC, Nirmax and Infracem, covering Ordinary Portland Cement, Portland Slag Cement, Portland Pozzolana Cement and Portland Composite Cement. Its pan-India RMX business provides value-added products under Concreto for performance concrete, Artiste for decorative concrete, InstaMix for ready-to-use bagged concrete, X-Con covering M20 to M60 grades, and Ecodure for specialised green concrete. Nuvoco has supplied materials to projects including the Mumbai-Ahmedabad Bullet Train, Birsa Munda Hockey Stadium in Rourkela, Aquatic Gallery at Science City in Ahmedabad, and metro railway projects in Delhi, Jaipur, Noida and Mumbai.

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Concrete

Green Construction Through Cement Innovation

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Indian Cement Review (ICR) and Fuller Technologies brought industry, policy and technology leaders together to discuss how cement innovation can drive green construction at scale, writes Rakesh Rao.

India is building at a pace few countries can match. Highways, airports, housing, logistics parks, industrial corridors and urban infrastructure are reshaping the country’s economic geography. But beneath this growth story lies a difficult question: can India continue to build at scale without locking itself into a high-carbon future?

That question formed the core of an online panel discussion titled “Driving Green Construction Through Cement Innovation”, organised by Indian Cement Review (ICR) in association with Fuller Technologies as the Presenting Partner on June 25, 2026. The webinar brought together experts from cement technology, R&D, global industry platforms, building performance policy and international development cooperation to examine how low-carbon cement and material innovation can accelerate India’s green construction transition.

The discussion came at a crucial time. India has committed to achieving net-zero emissions by 2070 and reducing the carbon intensity of its economy by 45 per cent by 2030. At the same time, the country’s construction sector is expanding rapidly, driven by urbanisation, infrastructure development, housing demand and industrial growth. Cement, as one of the most widely used construction materials, sits at the heart of this transition. It is indispensable to development, but also central to the challenge of reducing embodied carbon in buildings and infrastructure.

Moderated by Nitika Krishan, Senior Urban Infrastructure and Sustainable Policy Consultant, the panel featured:

  • Kiranmai Sanagavarapu, Director, Low Carbon Solutions, Fuller Technologies;
  • Dr Hemantkumar Aiyer, VP and Head R&D, Nuvoco Vistas Corp Ltd;
  • Devika Wattal, Innovation Lead, Global Cement and Concrete Association (GCCA);
  • Dr Sunita Purushottam, MD, GBPN India (Global Buildings Performance Network); and
  • Vaibhav Rathi, Senior Technical Advisor, GIZ (the German Agency for International Cooperation)

Setting the tone for the discussion, Nitika Krishan underlined the scale of the challenge before the sector. “The question before us is no longer whether we build, but how we build sustainably,” she said. She pointed out that construction accounts for nearly 40 per cent of global energy-related carbon emissions when both operational and embodied carbon are considered. Cement production, she added, remains one of the hardest industrial processes to decarbonise.

For India, this is not merely an environmental issue. It is a development issue, a competitiveness issue and increasingly, a market issue. As one of the world’s largest cement producers and among the fastest-growing construction markets, India’s material choices will influence the carbon trajectory of its built environment for decades. As Krishan observed, sustainability solutions in economies such as India must not remain limited to laboratory success. They must be scalable, commercially viable and practical at national level.

The innovation gap: From technology to market

Experts believe that there is a need to bridge the innovation gaps for making decarbonisation in cement and concrete scalable. Devika Wattal of GCCA, explained, “The starting point must be the core cement manufacturing process itself. The first and foremost is the heart of our process, the heart of cement manufacturing. How do we reduce clinker? That is always a topic where industry is working very intrinsically.”

Clinker reduction remains one of the most important pathways for lowering emissions in cement. Since clinker production is energy-intensive and chemically emits carbon dioxide, reducing the clinker factor through supplementary cementitious materials (SCMs), blended cements and new chemistries can have a significant impact. Wattal also noted that carbon capture, utilisation and storage (CCUS) will have a role, though it may not be the first lever for all markets.

However, she stressed that innovation cannot stop at technology development. A solution that works in the lab must also be adaptable to industry, scalable in production and acceptable in construction practice. “It is important for that innovation to be adaptable, to be scalable, and so that it can be executed in real time,” she said.

Wattal also called for stronger enabling systems around innovation. These include performance-based standards, product-level embodied carbon databases and clearer frameworks for evaluating green materials. Without these, low-carbon cement products may struggle to compete with conventional materials in procurement and design.

R&D must balance carbon, cost and performance

Bringing in the R&D perspective into the discussion, Dr Hemantkumar Aiyer of Nuvoco Vistas emphasised that low-carbon cement development cannot be treated as a single-variable exercise. Cement must perform in real construction conditions. It must deliver strength, durability, consistency and cost competitiveness, while also reducing carbon.

“The root of understanding and balancing all these aspects lies in materials, and knowing the materials,” he said.

According to Dr Aiyer, R&D teams must understand the variability of raw materials such as fly ash, slag and clinker. Different sources produce different material behaviours. This makes mix optimisation, material characterisation and processing-property relationships critical. When performance is affected, cement manufacturers must understand how strength enhancers, admixtures and other performance chemicals interact with the material system.

He also linked material science with process efficiency. Clinkerisation takes place at extremely high temperatures, around 1,400 to 1,450 degrees Celsius. Any improvement in raw mix design, process control or energy optimisation can, therefore, help reduce emissions and cost. Dr Aiyer pointed to artificial intelligence-based optimisation, Cement 4.0 tools and advanced software as important enablers for real-time process and material control.

“The more you understand the materials, the more you can control it,” he said.

LC3: The promise is proven, the sequencing is not

Limestone calcined clay cement, commonly referred to as LC3, has attracted global attention because it can reduce clinker content significantly by using calcined clay and limestone while maintaining performance in many applications. Kiranmai Sanagavarapu of Fuller Technologies said the technology itself has already moved beyond proof of concept. Fuller Technologies has worked with calcined clay technology for nearly two decades and has seen plants running in France and Ghana. These plants, she said, are meeting local and national specifications, while the economics are beginning to make sense.

“The calciner is performing, the economics is stacking up, it is making business sense to produce,” she said.

But if the technology is viable, why has adoption not scaled faster? For Sanagavarapu, the answer lies in project sequencing. Too often, clay characterisation happens after equipment is specified. This, she warned, is a backward approach because calciner design depends on clay mineralogy, kaolinite content, iron levels, reactivity, moisture and other variables.

“If you don’t know what your deposit looks like before you commit for the equipment, you are, in a way, going blind into designing,” she said.

She also identified permitting and plant integration as major bottlenecks. Environmental clearances, mining permissions and local regulatory approvals must begin early. Similarly, calcined clay must be integrated into existing grinding, blending and logistics systems from the design stage, not treated as an afterthought during commissioning.

India already has IS 18189:2023 standard for LC3, but Sanagavarapu pointed out that the standard is not yet visible enough in procurement documents. “The gap between what is technically being permitted and what the procurement is asking is the single biggest bottleneck,” she said.

In her view, successful scale-up depends on getting the sequence right: clay characterisation first, permitting in parallel, standards aligned with construction, and integration built into plant design.

India’s LC3 journey: Progress, but demand remains thin

Providing details of India’s LC3 commercialisation experience, Vaibhav Rathi of GIZ noted that JK Cement carried out the first commercial production of LC3 at its Rajasthan plant, followed by JK Lakshmi Cement three months later. These initiatives were supported by the International Climate Initiative of the Government of Germany, with IIT Delhi contributing deep institutional knowledge on LC3 research and BIS certification.

Rathi said India’s early experience has produced clear lessons. One of the biggest was the need to build capacity among regulators. While BIS certification existed, State Pollution Control Boards were unfamiliar with the technology and unsure about the approval pathway.

“The capacity building is not just needed amongst the producer and the users of the cement, but also the regulators who are working with this technology for the first time,” he said.

He also highlighted the need for better information on China clay deposits. Since China clay is currently classified as a minor mineral, centralised data on availability, quality and location is limited. If cement manufacturers are to adopt LC3 at scale, stronger mineral intelligence will be important.

The third issue is demand. LC3 has already been used in projects such as Palava City in Mumbai and Noida International Airport, but these remain limited examples. “It is in a chicken and egg situation,” Rathi said. “Cement companies are saying we need more demand, and users are saying there is not enough cement available.”

Public procurement, he suggested, could help break this cycle. If agencies such as CPWD and other public bodies begin testing, accepting and specifying LC3, it could create the market confidence needed for cement companies to invest in production and storage.

Building codes must catch up with innovation

Dr Sunita Purushottam of GBPN India argued that material choices will determine built environment emissions over the long term, but India’s current policy signals remain fragmented. Although LC3 has received BIS recognition, she pointed out that building codes, municipal bylaws, schedules of rates and sustainability codes do not yet provide uniform guidance on low-carbon cement.

“The current cement regulations are largely prescriptive and favouring traditional materials,” she said. This limits the ability of alternative materials to compete on performance, durability and emissions.

Dr Purushottam also raised the issue of taxation. Cement, including LC3, currently falls under the same GST bracket as conventional cement. A differentiated tax structure, she argued, could help accelerate market adoption. “In order for the market to demand LC3, that differentiation in the GST could go a long way,” she said.

She noted that green building certifications such as IGBC and GRIHA are already creating demand for low-carbon materials by assigning points for embodied carbon and sustainable material use. However, she said large-scale adoption will require regulatory mandates, particularly through building codes and state-level notifications.

She also cautioned that low-carbon cement alone does not solve the entire building performance problem. A material may reduce embodied carbon, but the operational carbon of a building depends on thermal performance, design, insulation and energy use. “The energy part has two elements,” she said. “One is the embodied carbon of the material itself, and the other is the operational carbon.”

Collaboration is the bridge between invention and impact

Wattal said GCCA sees innovation as a strategic priority and works through platforms that connect industry with academia and start-ups. “There is no way we will decarbonise our sector without innovation,” she said.

However, she stressed that research must be connected to actual industry challenges. Innovations developed in isolation may fail when they encounter real-world barriers such as raw material variability, plant integration, cost, standards and finance. Start-ups, too, need industry mentorship and scale-up pathways.

Wattal also flagged the importance of finance. Even strong technologies may struggle to attract investment if there is no common understanding of bankability. “We have always put projects into, is this a bankable project? But the definition of a bankable project has never been defined,” she said.

For India, she saw strong potential in its academic and start-up ecosystem, but said the challenge lies in alignment and prioritisation. The country has the research base, industrial capacity and market size. What it now needs is a coordinated route from innovation to deployment.

There is a practical concern for cement manufacturers: how can existing plants be adapted for lower emissions without compromising reliability or commercial viability?

Kiranmai Sanagavarapu addressed, “The reliability risk in calcined clay retrofit is definitely real, but it is almost always self-inflicted. The risk arises when a new process is added to an existing circuit without properly redesigning grinding and blending configurations.”

Existing cement plants, she explained, can take two broad routes. The first is external sourcing of calcined clay combined with mill optimisation. This requires lower capital investment and can potentially move in 12 to 18 months if other conditions are in place. It may reduce emissions by around 20 to 30 per cent. The second route is integrated calcination on site, which requires higher capital expenditure and longer lead times, but provides greater control over quality, supply and emissions reduction potential.

For Sanagavarapu, the principle is simple: low-carbon retrofits must be designed with intent. “Design it with an intent properly from the start. Start in the market conditions where the economics are already working,” she said.

Circularity: The overlooked advantage

According to Vaibhav Rathi, fly ash and slag are already well established in cement and construction (C&D), but construction and demolition waste remains underutilised. “C&D waste is a growing business opportunity which not many have taken up,” he said. India’s continuous construction and demolition activity creates huge volumes of waste, much of which contributes to air pollution, land degradation and material inefficiency. With the right processing and standards, this waste can be converted into useful construction products.

Rathi also pointed out that LC3 has a circular economy dimension that is often overlooked. It can use low-grade kaolin-rich clay left behind after high-grade clay is extracted for other applications. “LC3 is not only a low-carbon solution, but also a circular economy solution,” he said.

At the same time, he cautioned that LC3 in India is not yet cheap because it has not reached scale. Site-specific techno-commercial feasibility studies, supported jointly by development agencies and industry, could help companies assess whether LC3 production makes technical and financial sense at a given location.

Dr Purushottam added that India must address both low-carbon cement and construction waste together. “Both low-carbon cement and C&D waste go hand in hand. India does not have an option but to work on both,” she said.

Dr Aiyer called for policy shifts from both government and industry, including preferential purchasing of sustainable materials, minimum supplementary cementitious material requirements in public and public-private projects, and faster regulatory implementation. “If we can fast-track the regulatory standards and their implementation on the ground, that is the way to go,” he said.

From green ambition to green construction

Cement innovation is no longer only about chemistry. It is about systems. Low-carbon cement will scale only when technology, standards, procurement, finance, regulation, education and construction practice move together.

LC3 and other low-carbon technologies have shown promise. India has early commercial examples, strong research capability and growing market interest. But mainstream adoption will depend on whether demand can be created, regulators can be capacitated, standards can be embedded in procurement, and manufacturers can see a clear business case.

For a country building at India’s scale, the opportunity is enormous. Cement will continue to be central to infrastructure and urban development. The challenge now is to ensure that the cement used in India’s growth story carries a lower carbon burden.

  • Rakesh Rao

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