Economy & Market

Changing hues of brands

Published

7 years ago

January 1, 2019

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Though brand pundits are brushing aside cement terming it as a ‘commodity’, Indian cement companies are focusing on brand building for hogging the consumer’s mind space, even among bulk users.

At the inception of brand creation, it is done mostly in the name of the corporate. But as the business matures, the brand gets a distinct name and identity. A brand represents the entire organisation’s commitment, and efforts to get the all-important competitive advantage. It is a promise that the entire organisation has to fulfil in all its functions.

Take the example of one of the young brands in the industry – Bharathi Cement. Launched in 2009 with the tagline "Three Times Better", it sought to highlight the superiority of its product on three counts – Quality, Consistency and Technology. For ensuring superiority in all these areas they had to survey the standards followed by various manufacturers for ensuring the ultimate product quality available in the market and quality of inputs that could ensure that their product could stand one step above others on these three parameters. As if to highlight its technical superiority it has also introduced SAP-software based e-billing system across the supply chain.

"Consistency plays a very important role in cement. It was ensured that each and every bag was of consistent quality since inception. We were the pioneer in certain aspects of the cement industry. To maintain the consistency of cement, we introduced robotic quality control, which checks quality at all the three stages,"said Suresh Kumar, Assistant Vice President – Marketing, Bharathi Cement.

Not strength alone
On the other hand, JK Grey Cement brand is 40-years old. It had to keep repositioning itself from time to time along with the changing consumer trends and preferences. Instead of just jostling for space highlight the strength of its products, JK Cement focused on ‘Trust’, leveraging on its legacy and strong heritage it has built over the years.

Though mass media campaigns are one of the main focus areas of many cement companies, JK Cement has adopted humour to take its message across. "In the Cement industry, most brands hung on to the claim of ‘strength’ which was visually represented through ‘obvious’ treatment routes. We took the route of humour and also got a celebrity cricketer, Virender Sehwag to endorse the brand promise of trust,"says Raghavpat Singhania – Special Executive, JK Cement.

More recently, based on an extensive brand study and research that gave us a very important insight on the basic human need for safety, JK Cement repositioned itself with a brand mantra "Build Safe."

Thus, brand-driven companies are strongly consumer-knowledge and understanding driven. Who will the brand serve most, what will the brand promise be, how will it back that promise up in each and every act, where will it spend most of its R&D efforts – these are some of the tough questions brand-building corporate will have to answer. The marketing team will work as an interface with the customers to understand the needs of the customer.

JK Cement has adopted national wall painting competitions for its wall putty branding, where ‘prevention of flaking/ pappdi’ had been the core single-minded message. This campaign saw the birth of a brand evangelist – Chhutkau Painter, the national wall painting champion who touts victory over substitute products like POP and inexpensive chalk mitti by using JK Wall Putty. "The campaign was then extended to a prosperous Chhutkauji, with his own wall painting academy training a new breed of wall painting experts. With the third campaign, Chhutkauji grew in both fame and recognition, and is invited to judge the World Wall Painting Championship. Over the years, the Chhutkau series has very successfully strengthened our positioning statement for JK Wall Putty – ‘Deewarein Bol Uthengi’,"says Singhania.

Premium brands
Lot of cement companies have launched premium brands under their umbrella to tap premium clientele imparting better pricing power for the companies. To sustain its brand, Bharathi has also launched new products aligning to its brand identity. "We had added value in product with Bharathi Ultrafast in the blended cement category. That will also help keep the brand fresh in the minds of people, sustaining the brand,"says Kumar of Bharathi.

Technically, blended cements are far superior because of low heat of hydration. We can produce a dense concrete by using blended cements. It gives you the strength of OPC, and durability of blended cement, with a fast setting ability.

JK Cement has recently added a premium grey cement product to our portfolio – JK Super Strong, that has been specially designed for concrete applications and caters to Karnataka, Maharashtra, Goa and Kerala. "After extensive R & D, it has been manufactured with MPET – a new breakthrough technology in cement production that improves the performance of cement,"says Singhania.

Focus to remain
Though cement is considered to be a commodity for there is no much differentiation that is possible, if the cement company wants to cater to the rural markets that account for over one-third of the overall market might have to promote their brands which impart some trust and brings in loyalty for the branded products.

Bulk cement is picking up pace, lowering the share of bag cement in urban areas and in infrastructure projects. Due to economies of scale in usage and transportation that the bulk cement brings in, many big projects are opting for it.

"Unless we show value in 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,"says Kumar.

"Considering that at present, the rural markets in India are still in the developing phase, cement has no direct substitute and the small quantity of cement used in building a home doesn’t require bulkers. This would act as a major factor for the cement brands to survive even 20 years from now,"says Singhania.

– B.S. SRINIVASALU REDDY

Concrete

Cement Makers Reaffirm Commitment to Sustainable Growth

Published

6 days ago

June 5, 2026

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World Environment Day spotlight on innovation and circularity

On World Environment Day, the Indian cement industry reiterated its commitment to supporting India’s climate ambitions through sustainable manufacturing, resource efficiency and the adoption of cleaner technologies.

The Cement Manufacturers’ Association (CMA) said the sector remains aligned with the Government of India’s Net Zero commitments and is accelerating efforts to reduce its environmental footprint while supporting the country’s infrastructure and development agenda.

Parth Jindal, President, CMA and Managing Director, JSW Cement, said the industry is increasingly adopting cleaner technologies, improving energy efficiency and expanding the use of alternative fuels and raw materials. He also highlighted the growing importance of circular economy practices, where industrial by-products and waste streams from one sector are utilised as resources in another.

“The Indian Cement Industry is aligned to the Government’s commitments on carbon mitigation and is accelerating the adoption of cleaner technologies, resource efficiency and circular economy practices while actively exploring the potential of Carbon Capture, Utilisation and Storage (CCUS) as a critical pathway for deep decarbonisation,” said Jindal.

He added that coprocessing industrial waste and by-products helps conserve natural resources, reduce disposal requirements and lower the environmental footprint across multiple sectors.

According to Jindal, sustainability is no longer limited to manufacturing processes but is increasingly influencing investment decisions, innovation strategies and long-term growth plans within the industry.

Echoing similar views, Dr Raghavpat Singhania, Vice President, CMA and Managing Director, JK Cement, said sustainable development extends beyond emissions reduction and must also focus on responsible resource utilisation and waste minimisation.

“Sustainability in the built environment cannot be measured by emissions alone. It is equally about how efficiently we use resources, how effectively we minimise waste and how responsibly we create the infrastructure that will serve future generations,” said Singhania.

He noted that the cement industry is advancing its sustainability agenda through greater resource efficiency, increased circularity, technological innovation and continuous improvements in manufacturing practices. As a key contributor to India’s infrastructure development, the sector has a critical role to play in balancing economic growth with environmental responsibility.

On the occasion of World Environment Day, industry leaders reaffirmed their commitment to supporting India’s climate goals while delivering the materials required for resilient, durable and sustainable infrastructure.

Concrete

Building a Greener Future Together

Published

7 days ago

June 4, 2026

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Environmental sustainability requires immediate action, not just long-term commitments and discussions. Recycling, circular economy practices, and technology-driven waste management can help industries reduce environmental impact while supporting sustainable growth.

Author: Jignesh Kundaria, Director and CEO, Fornnax Technology

World Environment Day serves as an important reminder that environmental sustainability can no longer remain confined to discussions, reports, or long-term commitments. The environmental challenges facing the world today demand immediate, measurable, and collective action. Across industries and communities, waste generation continues to outpace our ability to process it responsibly, placing increasing pressure on ecosystems, natural resources, public health, and the well-being of future generations.

One of the most significant shifts required today is a change in how society perceives waste. Rather than being viewed as a material to be discarded, waste must be recognised as a valuable resource that can contribute to both economic growth and environmental protection when managed through the right technologies and systems. This mindset forms the foundation of the circular economy model that countries across the world are increasingly adopting to reduce landfill dependence, recover valuable materials, and create more sustainable industrial ecosystems.

India has made meaningful progress in strengthening awareness around sustainability, recycling, and environmental responsibility over the past decade. Significant efforts are being made to formalise the recycling sector through improved infrastructure, technology adoption, policy implementation, and broader stakeholder participation. These developments are creating a stronger foundation for responsible waste management and resource recovery across the country.

However, achieving long-term environmental impact requires collaboration from all stakeholders. Industries, policymakers, technology providers, and communities must work together with greater accountability to strengthen recycling ecosystems, encourage responsible waste management practices, and create sustainable outcomes through consistent execution rather than temporary interventions.

As someone closely associated with the recycling industry, I firmly believe that technology will play a decisive role in addressing future environmental challenges. Advanced recycling systems have the potential to recover valuable resources, reduce pollution, minimise landfill burdens, and conserve energy, creating a more sustainable future for generations to come. This belief is deeply reflected in Fornnax’s motto, “Committed to Create a Green Future,” which embodies our commitment to building long-term environmental value through innovation and responsible action.

At the same time, technology alone cannot deliver meaningful change. Real progress requires intent, awareness, participation, and a shared sense of responsibility. Sustainable development can only be achieved when innovation is supported by collective action and a genuine commitment to environmental stewardship.

On this World Environment Day, let us move beyond conversations and take meaningful steps towards creating a cleaner, greener, and more sustainable planet. By embracing innovation, strengthening recycling ecosystems, and acting responsibly today, we can create lasting environmental impact and secure a better future for generations to come.

Concrete

Dalmia Bharat Acquires Jaiprakash Associates Cement Assets for ₹2,850 Crore

Published

2 weeks ago

May 25, 2026

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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.