Ambuja Cements, a leading cement producer with pan-India presence and strong retail focus, had to face the challenges posed by demonetisation. However, with a proactive approach, the company could turn the tide.
In the wake of demonetisation, Ambuja Cements took the lead and launched a pan-India ‘Go Cashless’ campaign encouraging its business partners – retailers, contractors and masons – to adapt to cashless business transactions. The biggest challenge was identified as lack of knowledge. Around 800 field officers took up the task to reach out to 40,000 channel partners. They reached them directly through personal interactions, radio campaigns and WhatsApp messages.
The ‘Go Cashless’ campaign – aimed at helping Ambuja Cements’ business partners conduct cashless transactions with ease – went live on 7th December 2016 to create awareness on various available cashless options, from swipe machines to banking services. Ambuja Cements tied up with ICICI Bank to launch an exclusive helpline to assist stakeholders open current accounts for regular business transactions. The traders were explained the benefits of opening a current account for business purposes.
With the campaign, Ambuja Cements notched another first to its credit. It became the first cement company to initiate a drive on cashless transactions. Post demonetisation, the construction community, especially in rural and semi-urban areas, was facing several challenges as it mostly deals in cash.
‘Our company is committed to improving the quality of life of all our stakeholders,’said Managing Director and CEO Ajay Kapur. ‘The ‘Go Cashless’ campaign was yet another endeavour empowering the construction community through knowledge transfer. We are successfully seeding innovative thinking at the grass-roots and bringing information and technology to the forefront of all our esteemed business partners. Just 300,000 messages added up to one pleasing fact: our partners were equipped to transact digitally. It was our people’s ‘I can’ spirit that shaped a new way of conducting business,’ said Kapur.
Ambuja Cements had, in the first 20 days since inception of the campaign, sent more than 10,00,000 text messages, 200,000 WhatsApp messages that included a series of short animated clips, and kick-started an educational radio campaign across 17 different stations in New Delhi, Himachal Pradesh, Punjab, Rajasthan, Gujarat, Maharashtra and West Bengal.
These initiatives helped reach out to over 42,000 partners (retailers, contractors and masons) across India and over 45,00,000 via radio. Meanwhile, all the company’s dealers were already conducting cashless transactions.
Following the launch in early December, the first leg of the campaign witnessed a series of teaser text messages on problems faced by the cement community post demonetisation. The second leg launched in the second fortnight of December included broadcast of educational messages. The minute-long audio clips provided updates on different modes of cashless transactions via cheques, debit/credit cards and mobile payments (UPI app) in a simple manner. While the stakeholders were explained the different modes, they were guided to select one of the modes appropriate for their use.
In the near future, a few more similar initiatives will be launched by the company to further em?power the construction community across India.
Information has been shared by Communication Dept. of Ambuja Cements Ltd.
Jignesh Kundaria, Director and CEO, Fornnax Technology
India is simultaneously grappling with two crises: a mounting waste emergency and an urgent need to decarbonise its most carbon-intensive industries. The cement sector, the second-largest in the world and the backbone of the nation’s infrastructure ambitions, sits at the centre of both. It consumes enormous quantities of fossil fuel, and it has the technical capacity to consume something else entirely: the waste our cities cannot get rid of.
According to CPCB and NITI Aayog projections, India generates approximately 62.4 million tonnes of municipal solid waste annually, with that figure expected to reach 165 million tonnes by 2030. Much of this waste is energy-rich and non-recyclable. At the same time, cement kilns operate at material temperatures of approximately 1,450 degrees Celsius, with gas temperatures reaching 2,000 degrees. This high-temperature environment is ideal for co-processing, ensuring the complete thermal destruction of organic compounds without generating toxic residues. The physics are in our favour. The infrastructure is not.
Pre-processing is not the support act for co-processing. It is the main event. Get the particle size wrong, get the moisture wrong, get the calorific value wrong and your kiln thermal stability will suffer the consequences.
The Regulatory Push Is Real
The Solid Waste Management (SWM) Rules 2026 mandate that cement plants progressively replace solid fossil fuels with Refuse-Derived Fuel (RDF), starting at a 5 per cent baseline and scaling to 15 per cent within six years. NITI Aayog’s 2026 Roadmap for Cement Sector Decarbonisation targets 20 to 25 per cent Thermal Substitution Rate (TSR) by 2030. Beyond compliance, every tonne of coal replaced by RDF generates measurable carbon reductions which is monetisable under India’s emerging Carbon Credit Trading Scheme (CCTS). TSR is no longer a sustainability metric. It is a financial lever.
Yet our own field assessments across multiple Indian cement plants reveal a sobering reality: the primary barrier to scaling AFR adoption is not waste availability. It is the fragmented and under-engineered pre-processing ecosystem that sits between the waste and the kiln.
Why Indian Waste Is a Different Engineering Problem
Indian municipal solid waste is not the material that imported shredding equipment was designed for. Our waste streams frequently exceed 40 per cent to 50 per cent moisture content, particularly during monsoon cycles, saturated with abrasive inerts including sand, glass, and stone. Plants relying on imported OEM equipment face months of downtime awaiting proprietary spare parts. Machines built for segregated, low-moisture waste fail quickly and disrupt the entire pre-processing operation in Indian conditions.
The two most common failures we observe are what I call the biting teeth problem and the chewing teeth problem. Plants relying solely on a primary shredder reduce bulk waste to large fractions, but the output remains too coarse for stable kiln combustion. Others attempt to use a secondary shredder as a standalone unit without a primary stage to pre-size the feed, leading to catastrophic mechanical failure. When both stages are present but mismatched in throughput capacity, the system becomes a bottleneck. Achieving the 40 to 70 tonnes per hour required for meaningful coal displacement demands a precisely coordinated two-stage process.
Engineering a Made-in-India Answer
At Fornnax, our response to these challenges is grounded in one principle: Indian waste demands Indian engineering. Our systems are built around feedstock homogeneity, the holy grail of kiln stability. Consistent particle size and predictable calorific value are the foundation of stable kiln combustion. Without them, no TSR target is achievable at scale.
Our SR-MAX2500 Dual Shaft Primary Shredder (Hydraulic Drive) processes raw, baled, or loosely mixed MSW, C&I waste, bulky waste, and plastics, reducing them to approximately 150 mm fractions at throughputs of up to 40 tonnes per hour. The R-MAX 3300 Single Shaft Secondary Shredder (Hydraulic Drive), introduced in 2025, takes that primary output and produces RDF fractions in the 30 to 80 mm range at up to 30 tonnes per hour, specifically optimised for consistent kiln feeding. We have also introduced electric drive configurations under the SR-100 HD series, with capacities between 5 and 40 tonnes per hour, already operational at a leading Indian waste-processing facility.
Looking ahead, Fornnax is expanding its portfolio with the upcoming SR-MAX3600 Hydraulic Drive primary shredder at up to 70 tonnes per hour and the R-MAX2100 Hydraulic drive secondary shredder at up to 20 tonnes per hour, designed specifically for the large-scale throughput that higher TSR ambitions require.
The Investment Case Is Now
The 2070 Net-Zero target is not a distant goal for India’s cement sector. It starts today, with decisions being made on the plant floor.
The SWM Rules 2026 are already in effect, requiring cement plants to replace coal with RDF. Carbon credit markets are opening up, and coal prices are not going to get cheaper. Every tonne of coal a cement plant replaces with waste-derived fuel saves money on one side and generates carbon credit revenue on the other. Pre-processing infrastructure is no longer just a compliance requirement. It is a business investment with a measurable return.
The good news is that nothing is missing. The technology works. The waste is available in every Indian city. The government has provided the policy direction. The only thing standing between where the industry is today and where it needs to be is the commitment to build the right infrastructure.
The cement companies that move now will not just meet the regulations. They will be ahead of every competitor that waits.
About The Author
Jignesh Kundaria is the Director and CEO of Fornnax Technology. Over an experience spanning more than two decades in the recycling industry, he has established himself as one of India’s foremost voices on waste-to-fuel technology and alternative fuel infrastructure.
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