Economy & Market

Talent Issues for Cement Industry

Published

8 years ago

October 31, 2018

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Early in my career, in the 80s, one of my respected seniors used to remind me every now and then, that fundamentally, there were only two types of jobs in the world, pana-walla type (people wielding the spanner) and peti-walla type (people walking around with brief-cases). This expression typically illustrated the dichotomy between the so-called blue-collar v/s white collar jobs, albeit in desi lingo. I might have found it a bit funny and quirky in those days, while sympathising with pana-wallas all the time because I would identify with them, but as the years passed, the continuous and almost inevitable ascendancy of briefcase flaunting people was becoming more and more obvious.

If we were to take up the specific example of the cement industry, jobs in large cement plants were coveted in the 60s and 70s, and admittedly, talented professionals from elite colleges who joined reputed cement companies, made lifelong careers out of their cement plant jobs out in the wilderness. City- or town-based sales and marketing functions in cement companies were low-key in those days, given that sale of cement as a commodity was controlled by the government. And, therefore, cement jobs were predominantly manufacturing oriented. I know of a lot of people, and good people at that, who started their career with a cement company and retired from the same cement company! Obviously, organisations invested heavily into the training and development of such people resources and also were amply paid back in return.

Things have changed since then, in more ways than one. First and foremost, the country has witnessed an explosion of the services sector, in particular, the IT sector, but also financial services, healthcare, hospitality, media, entertainment, etc., and the growth of services sector has far outpaced that of manufacturing. Career opportunities in these sectors not only offer better remunerations, but also better quality of life potential, as compared to the traditional smokestack industries.

Secondly, with the gradual decontrol of cement, the marketing, distribution, selling and branding functions in the cement industry came to the forefront, and some of the cement action shifted to towns and cities, from the "back of beyond" plant locations. And all this while, a cultural shift was simultaneously taking place in our minds about how loyal should we be to our employers, and what would define a long enough stint in a job. From the erstwhile standard of lifetime employment, to 10/15 year stints in a job, to 3/4 years – our acceptability of mobility in career has really evolved, and even this had to do with the explosion of diverse opportunities available in the marketplace. The so called "War for Talent" had begun!

It will be fair to say, that amidst all these changes, some gradual and some disruptive, the core sector industries in general, and cement industry in particular, had been caught napping, without a counter-strategy to retain talent, or to attract talent. The industry needs to develop a well thought- through approach to managing its human resources.

At present, the "pana"(spanner) is losing to the "peti" (briefcase), and it is an absolute imperative for the manufacturing jobs to fight back with improved offerings.

Concrete

Fornnax Wins AIRIA’s Special Export Award for Rubber Machinery in 2025-26

Published

4 days ago

October 19, 2026

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Fornnax Technology Pvt. Ltd. has been honoured with the Special Export Award – Rubber Machinery for 2025–26 by the All-India Rubber Industries Association (AIRIA), in recognition of its highest exports of tyre recycling plants to the European region.

With more than a decade of experience in India’s tyre recycling industry, Fornnax has contributed to the development of advanced recycling technologies and infrastructure. The company currently holds a 90% market share in India’s domestic tyre recycling sector, while exports account for 30% of its business, spanning markets such as Europe, Australia and the GCC.

The award marks another milestone for Fornnax, whose tyre recycling lines and advanced shredding technologies are supporting the growth of the circular economy in India and international markets.

Commenting on the recognition, Mr. Jignesh Kundaria, Founder and Director of Fornnax, said:

“This honour from AIRIA is a reflection of an incredible journey we have undertaken over the years. When we started Fornnax, there was no established recycling industry in India to follow. We chose to build for the future instead. Today, when you see India’s tyre recycling sector, it has already transformed into a dynamic, high-growth industry and we are extremely proud to have played our part in building it.”

Unlike standalone equipment suppliers, Fornnax focuses on developing complete, high-capacity recycling infrastructure. Its integrated systems combine multiple stages of shredding and size reduction to enable efficient, continuous operations. This system-level engineering approach helps recycling operators improve throughput, equipment reliability and operational consistency.

The recognition reinforces Fornnax’s commitment to developing engineering technologies that contribute to a more efficient and circular recycling ecosystem.

Looking ahead, the company aims to expand its international presence while continuing to develop advanced shredding and recycling solutions to address the growing volumes and evolving requirements of the global recycling industry.

For more information, visit: www.fornnax.com

Concrete

Wonder Cement appoints Mahesh Singh as VP Corporate Brand Communication

Published

2 weeks ago

October 9, 2026

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Singh brings 20+ years of brand and marketing experience, and will lead integrated corporate brand communication initiatives at Wonder Cement

New Delhi

Wonder Cement, a leading cement manufacturer, has appointed Mahesh Singh as Vice President – Corporate Brand Communication. In his new role, he will oversee corporate brand strategy and communication, including digital and performance marketing, public relations, trade, events, exhibitions, sports and experiential marketing.

Singh brings over two decades of experience across marketing and communications, with roles spanning the automotive industry, agencies and entrepreneurship. He spent more than a decade with Honda Motorcycle & Scooter India, working across integrated communication, media, digital, retail and consumer engagement. His stint also included helping build the company’s digital marketing capabilities.

He moved to dentsu X India as Vice President – Strategy & Planning, working across categories such as automotive, auto components, electric vehicles, FMCG, consumer electronics, BFSI, apparel and brand consulting. His responsibilities included media and marketing strategy, product launches, content, performance marketing and consumer activations.

Singh subsequently took an entrepreneurial route with Radiant Brands before joining Shriram Ltd (SPR Autotech) as Head – Marketing & Communications. There, his remit included brand and corporate strategy, communications, PR and ORM, retail identity, loyalty programmes and events.

At Wonder Cement, Singh will be responsible for bringing together the company’s corporate brand communication initiatives across digital, performance marketing, PR, trade, sports and experiential platforms. The role will focus on creating an integrated approach to communication across consumers, trade partners and other key stakeholders.

The appointment brings to Wonder Cement a marketer whose career has spanned the brand, agency and entrepreneurial sides of the communications ecosystem.

Wonder Cement, part of the RK Group, is a cement manufacturer with roots in Rajasthan and a focus on quality, trust and transparency. The company has grown to six manufacturing plants, and a cement capacity of 21.5 MTPA. With more than 2,000 employees and a network of over 5,000 dealers, its operations span manufacturing, distribution and customer engagement, with a focus on consistent product quality and efficient execution.

Concrete

JSW Cement commissions additional 1 MTPA grinding unit at Nagaur

Published

2 weeks ago

October 8, 2026

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With this commissioning, JSW Cement’s total cement grinding capacity has increased to 25.10 MTPA,
Mumbai

JSW Cement, one of India’s leading green cement producers and part of the diversified JSW Group, today announced the successful commissioning of an additional 1.00 MTPA cement grinding unit at Nagaur, Rajasthan. The commissioning marks another significant milestone in the Company’s growth strategy.

With this commissioning, JSW Cement’s total cement grinding capacity has increased to 25.10 MTPA, while its total clinker manufacturing capacity, including clinker capacity at its joint venture, JSW Cement FZC, stands at 9.74 MTPA.

JSW Cement had commenced operations in North India in March 2026 with the Nagaur Integrated Plant, comprising a 3.30 MTPA clinkerisation unit and 2.50 MTPA cement grinding unit. With the commissioning of the additional 1.00 MTPA cement grinding unit, the plant’s total cement grinding capacity has increased to 3.50 MTPA, enhancing the company’s ability to cater to the growing cement demand across Rajasthan, Haryana, Punjab and the National Capital Region (NCR). The expansion has been funded through a strategic mix of equity and long-term debt.

During the quarter ended 30th September 2026, JSW Cement has also commissioned the Alternate Fuel Handling System and the Waste Heat Recovery system (WHRS) at the Nagaur Integrated Plant.

Nilesh Narwekar, CEO, JSW Cement, said: “The commissioning of additional 1.00 MTPA grinding capacity at Nagaur is a key strategic priority for us and will accelerate JSW Cement’s expansion into North India. We look forward to servicing the growing needs of the region and contributing to the economic growth of Rajasthan, Haryana, Punjab and the NCR area. I am delighted to share that the company has commissioned this grinding unit within the expected timeline, showcasing our project execution capabilities. Further, the Alternate Fuel Handling System and the Waste Heat Recovery system (WHRS) are expected to substantially reduce our production costs going forward.”