Economy & Market
Branding is a priority in the retail segment
Published
7 years agoon
By
admin
– TM Suresh Kumar, Assistant Vice President – Marketing, Bharathi Cement
What is the history of your brand and how it has transformed over the years? How do you think your brand impacted your top- and bottom-lines?
The brand "Bharathi" was founded in the year 2009. It was the first greenfield project to come up in Kadapa district of Andhra Pradesh. It was a 5 MMT project. We entered the cement industry at the time when either it was saturated or the industry production itself was quite high, and a lot of brands were there. Considering that timing of our entry was a strategic one, the company came out with a premium brand. Our strategy was quite clear; our offering had to be top class.
Some market samples were drawn for over six months from the important markets of Southern India. The samples were tested for physical and chemical properties, in three laboratories – NCCBM (Hyderabad), Civil-Aid Laboratories (Bengaluru), and our own laboratory. These samples were packed in such a way that coding was done properly. Afterwards, it was sent to the laboratory without a brand identification. For six months, on a month-on-month basis, we took out these samples.
We found out a pattern-properties and important aspects of cement and its chemistry-in these samples. We could set a benchmark above that. In fact, if you visit our plant, there is production line and then benchmark quality standards. That has been set based on this. Secondly, consistency plays a very important role in cement.
Each and every bag has to be of consistent quality. There is no compromise on any aspect – be it product, be it process, approach or the policy. We were the pioneer in certain aspects of the cement industry. To maintain the consistency of cement, we introduced robotic quality control. This checks quality at all the stages: raw materials, semi-finished products and finished products. At all the three stages, the samples are tested online at periodic intervals and the course correction happens.
Thirdly, it is laminated packing. When it was introduced, polypropylene laminated packing was the first-of-its-kind in the Indian cement industry. To prevent from loss and pilferage, it is also moisture resistant in humid conditions, and increases the shelf life, particularly in the retail segment, where cement bags are kept at the counters exposed to air. We have networked our plant with all the south Indian states and Maharashtra and all our warehouses (about 35 in each State) with SAP. So when our first bag of cement was invoiced, it was done online. This was another advantage ensuring accounting transparency in business. So, our dealer or customer will get all the statements online. The whole transaction is online. This was one of the biggest confidence booster as still many parts of the sector was unorganised. So, these things gave us an edge in the positioning of brand Bharathi cement in the market as a premium brand.
What are the most interesting brand messages you have conveyed for cement? How it has played out when compared to your competitors at that time?
"Three times better" was our tagline. This is the three aspects that I have highlighted now. South Indian actor, Suriya was our brand ambassador at the beginning, who was synonymous with south Indian film industry. The representation of the brand stood up to the standards. The brand was very well promoted with a mix of branding activities, outdoor, as also our strength was technical support service. For e.g. normally cement is sold and the companies/ people will forget about it. But in our case, a technical team will approach a mason or an engineer or a building contractor, and they will explain the best usage practices of cement. This awareness is very important.
Cement production is technologically a superior thing. But what about the usage?
There many standards are not followed. We imparted that awareness and education to the end users and influencers. We have created mobile technical advisers, equipped with all the basic testing facilities for cement at the site. Any customer opting for concreting and any important construction work could avail of this facility. It will be manned by our qualified technical engineer.
What factors played a strong role in your branding exercises – what worked and what not?
When the brand was launched, "three times better" was our underlying statement. In manufacturing, we had the best technology and machinery in the world. Our plants have the latest technology in the world. Our three aspects caught the attention of the customers. Our whole advertisement and brand promotion campaign has been on this. It was very well planned and well executed to date. Because in all the markets, it was led by a team of professionals.
What are your premium cement brands and how do they promise to deliver better value over and above normal cement? Can you cite examples of value creation for company through premium branding?
In cement, first is consistency. It plays a very important role in branding and we have always scored better over our competitor. Superior quality is guaranteed throughout the year and in every bag. This has given us the advantage. It is followed by technical services on the ground. They have created a value in the minds of customers.
How you have taken advantage of introduction of PPC and PSC in building your brand?
In all the Indian cement markets, the trend of usage of blended cement, namely PPC and PSC, is on an upward trend, and we gave the best quality of the blended cement. We sourced fly ash and also the slag from the best sources. Our blended cements are [in fact] more popular in the markets than the typical OPC of the competition. We have recently introduced one more superior product called Bharathi Ultrafast, which is again a blended cement. It is like the best of both the worlds. It gives you the strength of OPC, and durability of blended cement, with a fast setting ability. Our thrust has always been on blended cements, because they are environmental friendly. Technically-blended cement is far superior because of low heat of hydration. We can produce a dense concrete by using blended cements.
Brands are said to create value for the company owning it. How did your company handle brands of companies you had acquired or transition of brands?
This is a greenfield project and it is a new brand. We have taken care of the brand like how we nurture and take care of a baby. It is like planting a sapling and making it to grow into a tree. That has been the culture in this in growing this brand. The brand has grown well and we are entering 10-year soon.
How relevant will cement brands be in India after, say 20 years, particularly when bulk cement use is rapidly growing in urban centres?
I would like to address this point in two parts. Cement is sold in two segments – retail, and project and infrastructure segments. Talking about the projects segment, the popularity of ready-mix concrete is increasing due to various reasons.
For roads and other massive infrastructure projects, cement is used in bulk. So branding may not be a very important aspect at that point of time, because it becomes a B2B product. In Indian retail segment, branding will always prevail. Because the customer will value a superior product by its brand name.
Of course, you need to keep adding value additions to your products and services. We have come out with Bharathi Mitra app, which is basically for influencers like engineers, architects and masons. Today, life runs on mobiles. Login to the app and place one’s requirements, and there is a choice of products, features and benefits, and list of dealers and stockists available. A single contact point, offering reward points as well. We had added value in product with Bharathi Ultrafast. That will help keep the brand fresh in the minds of people, sustaining the brand. The retail segment is unlikely to diminish totally in terms of perception even if it does in terms of volumes.
To what extent branding is a priority for Indian cement companies, when cement is considered to be a commodity? Is ad spends a gauge or any others reflect it better?
Cement is a highly-technical product. By usage also, there is a lot of technology and standard procedure of usage; whereas when it comes to the market, it is considered to be a commodity. Unless we show the value to the products or services, it will be continued to be looked upon as a commodity and it will not enjoy any premium or preference. In fact, purchase itself is a premium. From this perspective also, it is even more important that the brand equity is sustained.
Value-added services like technical support on the ground will always add value. We have made it mandatory that each and every dealer that has been appointed has visited our cement plant. He is taken through the whole manufacturing process and quality control. I can say it is untouched by hand as it is a fully automated plant. So our customers, engineers, architects and masons have seen it. They already know how it is produced. That is an important point for the customer to have confidence in us.
The other thing is the policies and practices. As long as we keep it transparent, and highest accountability, I think it would sustain. This and SAP have helped sustaining this confidence. So, branding is definitely a priority in the retail segment. Even in the project segment, brand identity will help.
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Concrete
Dalmia Bharat Acquires Jaiprakash Associates Cement Assets for ₹2,850 Crore
Published
5 days agoon
May 25, 2026By
admin
Dalmia Cement executed a Business Transfer Agreement with Jaiprakash Associates and Adani Infra, to acquire 5.2 MnTPA of cement capacity across Madhya Pradesh and Uttar Pradesh.
Dalmia Cement (Bharat) announced on May 22, 2026 that it had signed a Business Transfer Agreement with Jaiprakash Associates Limited and Adani Infra (India) Limited for the acquisition of cement plants located at Rewa in Madhya Pradesh and Churk, Chunar and Sadwa in Uttar Pradesh. The deal was struck at an enterprise value of ₹2,850 crore and is expected to close within two weeks of execution.
The acquired assets from Jaiprakash Associates include 5.2 MnTPA of cement capacity and 3.3 MnTPA of clinker capacity. The package also covers 99 MW of thermal power capacity and railway sidings at Rewa, Chunar, and a common siding at Churk. This infrastructure gives the acquisition immediate operational utility beyond just production tonnage.
The transaction has a long backstory. Dalmia Cement had originally entered into a framework agreement with Jaiprakash Associates in December 2022, covering the sale of these business assets along with a long-term clinker supply arrangement. However, before the deal could be completed, Jaiprakash Associates was admitted to insolvency proceedings under the Insolvency and Bankruptcy Code. The earlier agreements could not be consummated as a result.
In an official statement, Puneet Dalmia, Managing Director & CEO, Dalmia Bharat, said, “I am very excited about addition of these assets in our portfolio. This serves as a great strategic fit for Dalmia. It helps us move forward in our journey to be a pan India player and provide a strong head start to serve the high potential markets in Central region. I am optimistic that the expansion potential of these assets along with close proximity with Dalmia’s captive mines will help us create a capacity hub for the future”.
Following the approval of Adani Group’s resolution plan for Jaiprakash Associates under the IBC framework, Dalmia approached the new management to revive discussions. The fresh Business Transfer Agreement was executed to settle all pending disputes, legal proceedings, and arbitration matters arising from the original framework agreement with Jaiprakash Associates.
Expanding market reach
Dalmia added, “Our familiarity with these assets under the earlier tolling arrangement gives us a deep understanding of the facilities and helps us establish strong connect with channel partners and vendors. We believe that this will help us in faster ramp up of capacities and quicker inroads into the market. As we look forward, I am very confident that we will be able to leverage the strengths of Dalmia to operate these assets in a manner where we can maximise value creation for all our stakeholders.”
With the addition of these plants, Dalmia Bharat’s total installed cement capacity will rise to 54.7 MnTPA upon consummation. The company has further expansion projects underway at Belgaum, Pune, and Kadapa, which are expected to take overall capacity to 66.7 MnTPA by Q2 to Q3 FY28.
The Central India location of the Jaiprakash Associates plants gives Dalmia Bharat faster access to markets in Madhya Pradesh and Uttar Pradesh than a greenfield build would have allowed. The company also cited debottlenecking and brownfield expansion as near-term opportunities at the acquired sites. Dalmia Bharat said the assets were expected to contribute positively to EBITDA and overall returns, given the pricing environment in the region and the company’s cost structure.
Concrete
PROMECON introduces infrared-based tertiary air measurement system for cement kilns
Published
1 week agoon
May 20, 2026By
admin
The new solution promisescontinuous, real-time tertiary air flow measurement in cement plant operations.
PROMECON GmbH has launched the McON IR Compact, an infrared-based measuring system designed to deliver continuous, real-time tertiary air flow measurement in cement plant operations. The system addresses the longstanding process control challenge of accurate tertiary air monitoring under extreme kiln conditions. It uses patented infrared time-of-flight measurement technology that operates without calibration or maintenance intervention.
Precise tertiary air measurement is a critical requirement for stable rotary kiln operation. The McON IR Compact is engineered to function reliably at temperatures up to 1,200°C and in the presence of abrasive clinker dust. Its vector-based digital measurement architecture ensures that readings remain unaffected by swirl, dust deposits or drift. Due to these conditions conventional measurement systems in pyroprocess environments are often compromised.
The system is fully non-intrusive and requires no K-factors, recalibration or periodic readjustment, enabling years of uninterrupted operation. This design directly supports plant availability and reduces the maintenance overhead typically associated with process instrumentation in high-temperature zones.
PROMECON has deployed the McON IR Compact at multiple cement facilities, including Warta Cement in Poland. Plant operators report that the system has aided in identifying blockages, optimising purging cycles for gas burners, and supplying accurate flow data for AI-based process optimisation programmes. The practical outcomes include more stable kiln operation, improved process control, and earlier detection of process disturbances.
On the energy side, real-time tertiary air data enables reduction in induced draft fan load and helps flatten process oscillations across the pyroprocess. This translates to lower fuel and energy consumption, fewer unplanned shutdowns, and a measurable reduction in NOx peaks. This directly reflects on the downstream cost implications for plants operating SCR or SNCR systems for emissions compliance.
Concrete
Filtration Technology is Critical for Efficient Logistics
Published
2 weeks agoon
May 15, 2026By
admin
Niranjan Kirloskar, MD, Fleetguard Filters, makes the case that filtration technology, which has been long treated as a routine consumable, is in fact a strategic performance enabler across every stage of cement production and logistics.
India’s cement industry forms the core for infrastructure growth of the country. With an expected compound annual growth rate of six to eight per cent, India has secured its position as the second-largest cement producer globally. This growth is a result of the increasing demand across, resulting in capacity expansion. Consequently, cement manufacturers are now also focusing on running the factories as efficiently as possible to stay competitive and profitable.
While a large portion of focus still remains on production technologies and capacity utilisation, the hidden factor in profitability is the efficiency of cement logistics. The logistics alone account for nearly 30 per cent to 40 per cent of the total cost of cement, making efficiency in this segment a key lever for profitability and reliability.
In the midst of this complex and high-intensity ecosystem, filtration often remains one of the most underappreciated yet essential enablers of performance.
A demanding operational landscape
Cement production and logistics inherently operate in some of the harshest industrial environments. With processes such as quarrying, crushing, grinding, clinker production, and bulk material handling expose the machinery to constant high temperatures, heavy loads, and dust, often the silent destructive force for engines.
The ecosystem is abrasive, and often one with a high contamination index. These challenging conditions demand equipment such as the excavators, crushers, compressors, and transport vehicles to perform and perform efficiently. The continuous exposure to contamination across every aspect like air, fuel, lubrication, and even hydraulic systems causes long-term damage. Studies have also shown that 70 to 80 per cent of hydraulic system failures are directly linked to contamination, while primary cause of engine wear is inadequate air filtration.
For engines as heavy as these, even a minor contaminant has a cascading effect; reducing efficiency, performance and culminating to unplanned downtime. Particles as small as 5 to 10 microns, far smaller than a human hair (~70 microns), can cause significant damage to critical engine components. In an industry where margins are closely linked to operational efficiency, such disruptions can significantly affect both cost structures and delivery timelines.
Dust management: A persistent challenge
Dust is a natural by-product in cement operations. From drilling and blasting in the quarries to packing in plants, this fine particulate matter does occupy a large space in operations. Dust concentration levels in quarry and crushing zones often create extremely high particulate exposure for equipment. These fine particles, when enter the engines and critical systems, accelerates the wear and tear of the component, affecting directly the operational efficiency. Over time every block fall; engine performance declines, fuel consumption rises, and maintenance cycles shorten. In this case, effective air filtration is the natural first line of defence. Advanced filtration systems are designed to capture high volumes of particulate matter while maintaining consistent airflow, ensuring that engines and equipment operate under optimal conditions.
In high-dust applications, as in cement production, even the filtration systems are expected to sustain performance over extended periods without the need of frequent replacement. This becomes crucial in remote quarry locations where access to frequent maintenance may be limited.
Fluid cleanliness and system integrity
Beyond air filtration, fluid systems also play a crucial role for equipment reliability in cement operations. Fuel systems are required to remain free from contaminants for efficient working of combustion and injection protection. Additionally, lubrication systems also need to maintain the oil purity to reduce friction and prevent any premature wear of moving parts. The hydraulic systems, which are key to several heavy equipment operations, are especially sensitive to contamination.
If fine particles or water enters these systems, it can lead to reduced efficiency, erratic performance, and eventual failure of the system. Modern filtration systems are designed with high-efficiency media capable of removing extremely fine contaminants, with advanced fuel and oil filtration solutions filtering particles as small as two to five microns. Multi-stage filtration systems further ensure that fluid performance is maintained even under challenging operating conditions.
Another critical aspect of fuel systems is water separation. Removing moisture helps prevent corrosion, improves combustion efficiency and enhances overall engine reliability. Modern water separation technologies can achieve over 95 per cent efficiency in removing water from fuel systems.
Ensuring reliability across the value chain
Filtration plays a critical role across every stage of cement logistics:
• Quarry operations: Equipment operates in highly abrasive environments, requiring strong protection against dust ingress and hydraulic contamination.
• Processing units: Crushers, kilns, and grinding mills depend on clean lubrication and cooling systems to sustain continuous operations.
• Material handling systems: Pneumatic and mechanical systems rely on clean air and fluid systems for efficiency and reliability.
• Transportation networks: Bulk carriers and trucks must maintain engine health and fuel efficiency to ensure timely deliveries.
Across these operations, filtration plays a vital role; as it supports consistent equipment performance while reducing the risk of unexpected failures.
Effective filtration solutions can reduce unscheduled equipment failures by 30 to 50 per cent across heavy-duty operations.
Uptime as a strategic imperative
In cement manufacturing, uptime is currency. Downtime not only delays the production, but it also greatly impacts the supply commitments and logistics planning. With the right filtration systems, contaminants are kept at bay from entering the
critical systems, and they also significantly extend the service intervals.
Optimised filtration can extend service intervals by 20 to 40 per cent, reducing maintenance frequency while maintaining consistent performance across demanding operating conditions. Filtration systems designed for heavy-duty applications sustain efficiency throughout their lifecycle, ensuring reliable protection with minimal interruptions. This leads to improved equipment availability, lower maintenance costs, and more predictable operations, with well-maintained systems capable of achieving uptime levels of over 90 to 95 per cent in challenging cement environments.
Supporting emission and sustainability goals
With the rising environmental awareness, the cement industry too is aligning with the stricter norms and sustainability targets. In this scenario, the operational efficiency is directly linked to emission control.
Air and fuel systems that are clean enable
much more efficient combustion. They also reduce emissions from both the stationary equipment and transport fleets. Similarly, with a well-maintained fluid cleanliness, emission systems function better. Poor combustion due to contamination can increase emissions by 5 to 10 per cent, making clean systems critical for compliance.
Additionally, efficient and longer lasting filtration systems significantly reduce any waste generation and contribute to increased sustainable maintenance practices. Extended-life filtration solutions can reduce filter disposal and maintenance waste by 15 to 20 per cent. Smart and efficient filtration in this case plays an important role in meeting the both regulatory and environmental objectives within the industry.
Advancements in filtration technology
Over the years, there has been a significant evolution in the filtration technology to meet the modern industrial applications.
Key developments include:
• High-efficiency filtration media capable of capturing very fine particles without restricting flow
• Compact and integrated designs that combine multiple filtration functions
• Extended service life solutions that reduce replacement frequency and maintenance downtime
• Application-specific engineering tailored to different stages of cement operations
Modern multi-layer filtration media can improve dust-holding capacity by up to two to three times compared to conventional systems, while maintaining consistent performance. These advancements have transformed filtration from a basic maintenance component into a critical performance system.
Adapting to diverse operating conditions
The cement industry of India operates across diverse geographies. Spanning across regions with arid regions with higher dust levels, to the coastal areas with higher humidity, challenges of each region pose different threats to the engines. Modern filtration systems are thus tailored to address these unique challenges of each region.
Indian operating environments often range from 0°C to over 50°C, with some of the highest dust loads globally in mining zones.
Additionally, filtration technology can also be customised to variations which then align the system design with factors like dust load, temperature, and equipment usage patterns. Equipment utilisation levels in India are typically higher than global averages, making robust filtration even more critical. This approach ensures optimal performance and durability across different operational contexts.
Impact on total cost of ownership
Filtration has a direct and measurable impact on the total cost of ownership of equipment.
Effective filtration leads to:
• Lower wear and tear on critical components
• Reduced maintenance and repair costs
• Improved fuel efficiency
• Extended equipment life
• Higher operational uptime
Effective filtration can extend engine life by 20 to 30 per cent and reduce overall maintenance costs by 15 to 25 per cent over the equipment lifecycle. These benefits collectively enhance productivity and reduce lifecycle costs. Conversely, inadequate filtration can result in frequent breakdowns, increased maintenance expenditure, and reduced asset utilisation.
Building a more efficient cement ecosystem
With the rising demand across various sectors, the cement industry is expected to expand at an unprecedented rate. This growth is forcing the production to move towards a more efficient and resilient system of operations. This requires attention not only to production technologies but also to the supporting systems that enable consistent performance. Filtration must be viewed as a strategic investment rather than a routine consumable. By ensuring the cleanliness of air and fluids across systems, it supports reliability, efficiency, and sustainability.
The road ahead
The future of cement logistics will be shaped by increasing mechanisation, digital monitoring, and stricter environmental standards. The industry is also witnessing a shift towards predictive maintenance and condition monitoring, where filtration performance is increasingly integrated with real-time equipment diagnostics.
In this evolving landscape, the role of filtration will become even more critical. As equipment becomes more advanced and operating conditions more demanding, the need for precise contamination control will continue to grow. From quarry to construction site, filtration technology underpins the performance of every critical system. It enables equipment to operate efficiently, reduces operational risks, and supports the industry’s broader goals of growth and sustainability. In many ways, it is the unseen force that keeps the cement ecosystem moving, quietly ensuring that every link in the value chain performs as expected.
About the author
Niranjan Kirloskar, Managing Director, Fleetguard Filters, is focused on driving innovation, operational excellence, and long-term business growth through strategic and people-centric leadership. With a strong foundation in ethics and forward-thinking decision-making, he champions a culture of collaboration, accountability, and technological advancement.
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