Economy & Market
Branding is a priority in the retail segment
Published
8 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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Nuvoco Vistas, CleanMax Partner for Wind-Solar Hybrid Project in Rajasthan
Published
4 days agoon
September 29, 2026By
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The project – comprising 20 MW of wind and 26.4 MWdc of solar capacity – will support Nuvoco’s cement operations with cleaner power while strengthening its renewable energy and decarbonisation strategy.
Mumbai, September 29, 2026
Nuvoco Vistas Corp Ltd, part of Nirma Group and one of India’s leading cement companies, has partnered with Clean Max Enviro Energy Solutions Limited (CleanMax), a renewable energy solutions provider for the commercial and industrial (C&I) sector, to develop a 46.4 MW wind-solar hybrid renewable energy project in Rajasthan.
The project will support Nuvoco’s cement operations with cleaner power while strengthening its renewable energy and decarbonisation strategy. It is expected to increase the share of renewable energy in Nuvoco’s power mix, reducing fossil fuel consumption and associated emissions.
Developed by CleanMax, an Independent Power Producer (IPP), at Bhikamkhore, Rajasthan, the project will comprise 20 MW of wind capacity and 26.4 MWdc of solar capacity, along with a 2-MWh Battery Energy Storage System (BESS). Power generated from the facility will be supplied to Nuvoco through the State Transmission Utility (STU) Open Access network.
The hybrid project is expected to generate approximately 100 million units (MU) of renewable electricity annually and help avoid around 1,25,485 tonnes of CO₂ emissions every year across Scope 1 and Scope 2 emissions.
The initiative supports Nuvoco’s ongoing efforts to reduce the carbon intensity of its manufacturing operations through renewable energy adoption, Waste Heat Recovery Systems (WHRS), energy-efficiency measures and increased use of alternative fuels. It also aligns with the company’s DIRE (Digitalisation, Innovation and Renewables) agenda, which focuses on climate action, renewable energy transition, water stewardship, circularity and biodiversity conservation across its manufacturing ecosystem.
Commenting on the initiative, Jayakumar Krishnaswamy, Managing Director, Nuvoco Vistas Corp Ltd, said, “This marks an important step in advancing Nuvoco’s journey towards more sustainable and resilient operations. Our collaboration with CleanMax will increase the share of renewable energy across our Rajasthan operations, strengthening our energy mix while improving long-term cost efficiency and reducing our dependence on conventional power sources. Initiatives such as these reinforce our commitment to operational excellence and responsible growth, while supporting our vision of Building a Safer, Smarter and Sustainable World.”
Kuldeep Jain, Founder and Managing Director, CleanMax, said, “Cement plants run continuously, so the power behind them has to be dependable for decades, not years. We’re seeing manufacturing industries view clean energy as an integral part of their core operations and long-term strategy. Our partnership with Nuvoco reflects that shift, and we’re pleased to support its decarbonisation journey. This wind-solar hybrid project is designed to deliver long-term cost certainty while supporting the Company’s transition to cleaner power.”
Nuvoco has been advancing its sustainability initiatives through renewable energy, operational efficiency and technology-driven solutions. The company operates across Cement, Ready-Mix Concrete (RMX) and Modern Building Materials (MBM) segments, with a presence across East, North and West India.
The company began operations in 2014 with a greenfield cement plant in Nimbol, Rajasthan, and later acquired Lafarge India Limited, which entered India in 1999, along with Emami Cement Ltd in 2020 and Vadraj Cement Limited in April 2025. With planned expansion initiatives, including a new grinding mill at the Arasmeta Cement Plant and multiple debottlenecking projects, Nuvoco aims to achieve a cement capacity of 35 MMTPA.
The company reported total income of Rs 113.62 billion in FY 2025-26, reflecting its continued growth trajectory. Its cement portfolio includes Concreto, Duraguard, Double Bull, PSC, Nirmax and Infracem brands, while its RMX business offers products under Concreto, Artiste, InstaMix, X-Con and Ecodure brands. Nuvoco also provides construction solutions under its Zero M range of modern building materials.
Concrete
UltraTech Cement achieves 100% green energy milestone at Chhattisgarh plant
Published
4 days agoon
September 29, 2026By
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UltraTech Cement’s Kukurdih Works becomes its first integrated unit to meet 100 per cent electricity needs through green energy every month.
Raipur (Chhattisgarh)
UltraTech Cement Limited, the world’s largest cement company outside China, has achieved a significant decarbonisation milestone, with its Kukurdih Cement Works integrated unit in Chhattisgarh meeting 100 per cent of its electricity requirement through green energy every month since April 2026.
Commissioned in 2024, Kukurdih Cement Works has an installed grey cement capacity of 3.3 million tonnes per annum. The unit achieved this milestone through a combination of renewable power sourcing and Waste Heat Recovery Systems (WHRS), which now collectively meet its entire electricity demand while ensuring operational reliability.
Since April 2026, nearly one-third of UltraTech’s 76 manufacturing units in India have maintained green energy utilisation above 50 per cent of their electricity requirements. Five units, including Kukurdih, have exceeded 95 per cent green energy utilisation. The company is also progressively deploying Battery Energy Storage Systems (BESS) across its network to enable deeper renewable energy integration.
As part of its decarbonisation strategy, UltraTech has not invested in additional captive thermal power capacity for greenfield projects or brownfield expansions at its integrated units for over a decade.
As of Q1FY27, the company’s captive green energy capacity stood at 1,897 MW, comprising 1,463 MW of renewable energy capacity from solar, wind and hybrid sources, along with 434 MW of WHRS capacity. Under its RE100 commitment, UltraTech aims to increase the share of green power in its total energy mix to 85 per cent by 2030 and achieve 100 per cent by 2050.
UltraTech Cement Ltd, the cement flagship company of the Aditya Birla Group, is a $10-billion building solutions company and the largest cement producer globally by sales volume outside China. The company has a total grey cement capacity of 210.1 MTPA and white cement/putty capacity of 3.5 MTPA. It is a signatory to the GCCA Climate Ambition 2050 and has committed to the Net Zero Concrete roadmap announced by GCCA.
Praveen Vashistha, Founder, Gxpress Solutions, speaks about building a holistic logistics network that encompasses latest technology and current challenges faced by logistics service providers.
Logistics may seem to only entail transporting a package from one location to another. However, there is more to this term than just that. Logistics refers to the entire process of controlling all movement, transfers and decisions in the correct way at the right time and cost and with the desired level of visibility.
People nowadays want to receive more than just the delivery. They want quick, efficient, reliable and transparent logistics service. On the other hand, companies are facing higher operating costs, broken supply chains, congested cities, changing habits of consumers and growing complexity of logistics services. In this situation, a full logistics package is gaining importance not only as a competitive advantage but also as a necessity for a successful business.
The main challenge lies in uniting the first mile, the middle mile and the last mile into one seamless process.
The journey begins before the package moves
First-mile logistics may be the least recognised part of the logistics chain, but they have a crucial influence on all that follows.
This stage starts from the moment the shipment leaves the manufacturer, supplier, farm, warehouse or distribution centre. Depending on the industry, first-mile logistics may involve grouping shipments from multiple suppliers, compiling paperwork and checking the inventory before sending the shipments to a central hub.
Flaws in first-mile logistics produce effects later down the supply chain. Delays in cargo pickup can affect warehouse operations; improper packaging can damage goods in transit; and incorrect inventory information may cause stockholding or unnecessary replenishments.
This is why building a reliable network involves simplifying the operations done at the beginning of the supply chain.

Companies require accurate demand forecasts, supplier visibility, standard procedures, and software to capture information from the moment a shipment enters the supply chain. Route planning and fleet management are also important at this stage, especially as it may involve contacting multiple suppliers.
The main goal is simply to make the first mile predictable.
The middle mile: Where scale meets complexity
When products leave the original site, they travel through the ‘middle mile,’ which connects fulfilment centres, warehouses, sorting centres, and regional distribution points. In this phase, logistics networks begin operating on a large scale. A shipment can pass through several facilities before reaching the final destination. Each additional transfer entails the risk of delay or damage and information losses. Accordingly, the ideal solution is not to minimise the number of transfers but rather to optimise them. The use of hub-and-spoke networks, regional distribution centres, and strategically placed distribution centres can help companies shorten transportation routes and optimise distribution costs. Besides, data can be used to determine the optimal placement of inventories.
For instance, a retailer may find that it takes more time and is more expensive to deliver goods to customers if everything is stored in a central warehouse. Meanwhile, regional distribution helps meet the customer’s needs quicker and more efficiently.
The last mile is where the customer judges you
When it comes to the logistics experience, the customer experience comes down to the delivery. While the last mile might comprise a small part of the entire journey in actual distance, it could also entail expensive and difficult processes. Delivery runs through densely populated cities, through traffic jams, through unsuccessful delivery attempts, and through changing consumer preferences and narrowed time frames.
Customers want to have control over their delivery. Delivery means that customers expect to know the exact moment when their order is delivered. They need to receive current updates about their orders and the ability to decide whether they want scheduled deliveries, or whether they want their order to be dropped off at a designated location far from their house.
As a result, last-mile logistics must incorporate both efficiency and experience. The technology may be used to ensure timely and accurate delivery, through such products as route optimisation and real-time delivery tracking.
However, technology is not enough to guarantee success in terms of last-mile delivery. Knowledge of the local area is still an important aspect that contributes to successful delivery.
One network, not three separate operations
First, the common mistake that organisations can make is treating the first mile, the middle, and the last mile separately.
An effective first mile of logistics does not matter much if the shipment waits in a hub for many hours. A perfectly working warehouse does not make a happy customer if the last-mile delivery fails. Therefore, even the fastest last-mile delivery can become an expensive operation if the supply is not well geographically positioned.
The three moments should work together as one whole system.
This implies having a common view on inventory, transport capacities, shipment statuses and demand. The Transportation Management System, Warehouse Management System and order management system should give information to each other instead of acting like separate islands.
That is where real-time information comes into play!
If something happens, such as a vehicle gets delayed, the company has to know that from the start. If not, someone from Customer Service should be informed about the situation.
Visibility is the new infrastructure
Previously, companies had to rely on physical assets, such as warehouses, trucks, and sorting facilities, to create their logistics networks. Today, they have an additional layer of technology providing visibility.
Command-and-control systems now include GPS tracking, Internet of Things devices, bar-coding, RFID, cloud computing, artificial intelligence, and analytics, which allow companies to know what the goods are doing, how well they are doing, and what is going to happen next.
Predictive analytics reveal possible delays. AI-powered forecasting increases availability. Digital dashboards enable the manager to monitor all operations in one place. The efficiency of such technologies is not measured in the amount of information they gather, but rather in their capability of converting data into knowledge.
Logistics managers should be able to answer the following questions: Where is it? When is it supposed to arrive? What causes the delay? What impact does it have? Can it be delivered some other way? How much will it cost?
The sooner the answers are given, the more resilient the logistics system is.
Resilience must be designed into the network
The events of recent years have highlighted the vulnerability of interconnected supply chains. Geopolitical tensions, bad weather, a lack of labour, poorly developed infrastructure and an unexpected spike in demand are some events that can cause problems for logistics systems without prior notice. Thus, companies should create an end-to-end network not just for normal times but also capable of functioning quickly in problematic situations. In order to create such a network, it is necessary to find alternative suppliers, use several means of transportation, create several routes of delivery, and establish inventory. It is also important to use scenario planning to define what to do if the main hub becomes unavailable or any means of transportation is blocked.
Sustainability: Part of the delivery equation
The future of logistics will also be shaped by environmental considerations.
As delivery volumes rise, businesses are under increasing pressure to reduce emissions without compromising service. Better route planning, load optimisation, electric vehicles, alternative fuels, renewable-energy-powered warehouses and consolidated deliveries can all contribute. The most sustainable shipment is often the one that does not require unnecessary movement in the first place.
Better demand forecasting and inventory placement can reduce empty miles and avoid repeated transportation. Consolidating deliveries can improve vehicle utilisation. Reverse logistics can ensure that products, packaging and materials return efficiently instead of becoming waste.
Sustainability, therefore, should not be treated as a separate initiative. It should be incorporated into network design itself.
The future belongs to connected logistics
An end-to-end logistics network ultimately seeks to close existing gaps between various processes.
Every mile of the process should be interconnected with the other miles. Warehouses should be aware of the restraints imposed by transportation. Delivery crews should be able to know at every moment the inventory at their disposal. Clients must have access to this useful information.
Companies that will be successful in this area will not necessarily be the ones with the biggest fleets or the most warehouses. They will simply be the ones that can employ their resources in the most effective manner.
The future of logistics will be represented by an ecosystem consisting of the combination of the physical aspect, digital intelligence, and personnel decisions. Every mile in the process of delivery is important. However, the key advantage here is getting those miles to work together.
For companies, it means having minimal resistance, enhancing their efficiency and improving customer care. For clients, it means simply having the right product delivered at the right time.
About the author: Praveen Vashistha, Founder, Gxpress Solutions,
UltraTech’s Kukurdih unit runs fully on green energy
Cement Prices Rise Rs. 7 per Bag in September; October Hikes Expected
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Nuvoco Vistas, CleanMax Partner for Wind-Solar Hybrid Project in Rajasthan
UltraTech Unit Runs Entirely on Green Energy
UltraTech’s Kukurdih unit runs fully on green energy
Cement Prices Rise Rs. 7 per Bag in September; October Hikes Expected
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