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Our branding distinguishes unique customer benefits

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What is the history of Nuvoco’s premium brands and how they have transformed over the years? How do you think your premium brands affected the top- and bottom-line?
At the outset, I would like to mention that in Nuvoco we do not look at a range in terms of "premium brands". Our endeavour is to understand customer needs and develop the right value added products and solutions for him. We refer to this range as value-added products (VAP) and expert care solution (ECS). Cement being a commodity; it has always been challenging for cement manufacturers to offer clear differentiation vis-a-vis competition. This is where an effective branding and marketing strategy play an important role. The skill lies not just in capturing a market and selling a product; but in creating a distinct brand space for it.

Nuvoco started its brand building journey since its inception in 1999. Concreto, today, is a Gold Standard for slag cement in the markets where it is available; consistently delivering the highest Brand Equity in the category over the last decade. While most brands choose to focus primarily on (clichTd) product features like strength and trust; each brand in the Nuvoco portfolio is clearly distinguished on either product propositions or unique consumer benefits. Void Reduction Technology (VRT), which strengthens a structure from within and increases its longevity, is a differentiating factor for Duraguard. While Concreto has its "5 Star Advantage" that translates into unique consumer benefits, and enables the users to construct "good homes" that reflect their value system in life.

Building cement brands like Duraguard, Concreto, Duraguard Microfiber, Infracem and Concrete brands like Agile, Artiste, Instamix, XLite, and others has taken consistent efforts, which have paid off in the medium to the long term. Any brand building takes place over a period of time, and that requires faith and persistence; even in the face of opposition or environmental setbacks. The benefits accrue over time and contribute significantly to the top and bottom-line.

What are Nuvoco’s premium cement as well as concrete brands and how do they promise to deliver better value over and above normal cement? Can you cite examples of value creation for company and customer through premium branding?

Nuvoco contributes to nation-building by providing innovative and world-class products and services, from home building, to infrastructure projects. Our brands enjoy high recall, and are a preferred choice for our customers.

Some of our acclaimed brands are:
Nuvoco’s "premium" cement brands:

Duraguard Microfiber is a newly launched, next-generation cement; comprising fibre technology, which results in structures with high strength, damp resistance and minimal cracks. It is PPC cement with a difference; it has the features of Duraguard enhanced with a unique Microfibre technology, which is a distinct differentiator.

Duraguard: is a Portland Pozzolana Cement (PPC), with unique and uniform particle size distribution. What makes it unique is its innovative production process, Void Reduction Technology (VRT), which enables it to create a highly dense concrete mix; thereby enhancing structural durability and making it resistant to cracks. It is perfectly suited for a variety of construction jobs, from building foundations to fixing tiles, from plastering to roof casting.

Concreto: a versatile and premium slag cement, is designed to highlight its five distinct advantages; namely Super strength, Best freshness, lightest colour, Superior finish and Assured quality; in addition to reiterating its Gold Standard position. Concreto is one of the best cement brands available in the Indian market. It exceeds all specifications by industry ratings and public consensus.

Value-added concrete brands:
Agile:
is a self-consolidating concrete and screed. Its free flowing property eliminates the need for vibration and allows easy placement; thereby reducing the number of pour points on a worksite. Agile’s easy fluidity allows for the perfect filling of all shapes; with high quality surface finish. Some of the projects where Agile has been used are World One (Mumbai) and Nazrul Tirtha (Kolkata).

Artiste: is a range of decorative concrete that combines freedom of design with low maintenance and durability. It offers great looks, outstanding performance, and is available in a wide variety of textures and colours. One such project where Artiste has been used on the walkway is Khodaldham Temple Rajkot.

Instamix: is a range of world-class, ready-to-use wet premixed concrete designed to ensure cost-effective and easy construction in any location. It is available in bags and delivered straight to job site.

Instamix Microne: is a non-shrink, high strength, pre-mix wet micro concrete produced in our ready mix concrete plants and supplied in 35kg ready to pour bags. Instamix Microne is blended with micro fibres and special admixtures that provide prefect bond with existing concrete surface for a durable and strong structure.

How you have taken advantage of introduction of PPC and PSC in building your premium brands?
Strength is the cement category truth and many brands have tried communicating strength in various ways. However, at Nuvoco, we have focussed on product attributes which helps the consumers to view our product offering uniquely. For instance, the PPC category has less molecular gaps as compared to other types of cement. In sharing this insight with our customers; we communicate that our Duraguard cement has VRT, which strengthens structures from within and increases their longevity by making concrete impenetrable. This works as a reason to believe (RTB).

Concreto is a Gold Standard in the PSC category, and is equally well-suited for low, medium and heavy duty applications. It provides the lightest shade among all other cements available in the market and can also be used for giving better finishing to the exterior and interiors of a building. Consequently, it is highly desirable to the end consumer. Hence, that is one of the"5 Star" advantages in addition to better finish, freshness, etc that Concreto has been built upon.

What factors played a strong role in your branding exercises – what worked and what not? How do you link packaging strategies to premium brands?
In a product like cement packaging firstly, plays an important role in protecting and enhancing shelf-life. We keep reviewing developments in this space and were the first to introduce tamper-proof Adstar bag for cement. Another move that was unheard of in the industry back then. We have been setting new benchmarks in this category since then. Concreto was launched with the new tamper-proof Adstar packaging, which keeps the cement fresh and prevents adulteration. The idea was to bring disruptive packaging that was entirely unique to the industry, which would not only enhance the "premium" imagery of the brand but also address a longstanding practical concern.

Visual impact is another critical role for brand building and recall, and which is why packaging forms such an important element in this process.

When rebranding Duraguard Microfiber following our transition to Nuvoco, we took another bold decision to introduce purple in the packaging design.

This kind of colour has never been used for packaging in the cement category, and bringing that into play also wordlessly conveyed Microfiber’s exclusive status. Similar efforts in packaging have set us above and apart from others in product category, and have enabled in strengthening our brand recall. Also, our customer promise and USP is boldly stated on our packaging.

What are the time and costs involved in creating a premium brand for an all-India player or for a regional player? Give examples of how brand transition/ continuity are handled?
In the cement industry there are some strong examples of regional and national brands. Ultra Tech embarked on a branding journey after the acquisition of L&T Cement in 2004 and have ever since integrated new acquisition under a single brand. There are examples like ACC (over 80 years) as well as new entrants like Wonder Cement (as a regional player).

Today, when there are multiple brands in every industry imaginable it is hard to establish a brand and keep it top of mind of the customers. Having said that, it is essential to be honest, stick to your values and be creative when communicating this to your customers. The product / brand should consistently carry the values of the company while showcasing the product which will help to connect with the customers. Any disconnect between the brand promise and the customer experience will jeopardize faith.

A couple of years ago, Nuvoco underwent a transition from Lafarge. The name Lafarge had a brand equity that had been built over a period of time. During our transition; we were careful to ensure that the values and goodwill that was associated with our legacy name continued to the new organisation. A well defined four step process was chalked out. The first one was preparing the organisation to embrace change which involved team engagement, inside-out approach, interaction with leadership team, HR processes and defining Vision, Mission and Values. Then there was scenario building and planning which comprised of brand transition plan and positioning. This was followed by deconstructing the brand DNA which involved formulating the brand strategy; brand naming; visual brand identity and brand messaging. In the case of Nuvoco, it was Quality, Trust, and Innovation; with the quality and trust messages being reinforced on the product packaging. The company’s construction development laboratory (a 17,000-square-foot facility in Mumbai) was re-christened Construction Development & Innovation Centre (CDIC); entrusted under new leadership with a fresh mandate to seek accreditation, and drive its 5-stage innovation process. Finally it was D-Day planning and execution, which included employees’ engagement; dealer store elements; website; social and traditional media and last but not the least rebranding of offices. The names of the cement products did not change, which helped in maintaining the continuity. Branding on the packaging was gradually changed; with there being a phase where the two brands co-existed; before giving way to the branding that is currently seen. Since the management remained the same and were given independence to provide strategic thoughts and retain the legacy policy it was a smooth transition with continuity.

How relevant will cement or concrete brands be in India after, say, 20 years, particularly when bulk cement/ concrete use is rapidly growing in urban centres?
It is a myth that Concrete products do not require branding. In Nuvoco, about 40 per cent of our sales in concrete is value added products and include some well recognised brands like Agile, Artiste, Instamix etc.

As a matter-of-fact, a brand requires clearly establishing the value-differentiators and will therefore play a very important role in ensuring how a company performs, without being sucked into the commodity space. As more of concrete begins to substitute cement in the individual house builder (IHB) segment, customers will seek more knowledge through architects, influencers and on-line. There, branding will play an important role, provide the brand architecture is strong and value benefits are clearly and succinctly communicated.

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 no longer just a commodity. Today, with the anticipated growth prospects, there is consolidation among cement companies as they rush to increase their capacity and reach in several parts of the country. With more and more cement companies getting into the national stream; product branding becomes a major differentiating factor.

Companies need to develop an effective branding and marketing strategy; the skill here lies not just in capturing a market and selling a commodity; but creating a distinct brand space. There is significant and visible competition amongst cement players to gain space in the consumer’s minds. The regular cement consumer is generally not well aware of the physical and chemical characteristics of cement. His decision is based on the trust he lays in a brand. Hence a credible brand gains more likeability amongst consumers.

Branding helps differentiate the products and become value drivers. In the case of IHB, the mason or petty contractor plays an important role in recommending the brand, basis his own use and experience. A consistently performing brand helps him to recommend the product with confidence. Branding helps in better recall and recognition of the specific product, and drives repeat purchases. Similarly real estate developers and builders also prefer to be associated with dependable brands. In the case of institutional buyers, branding helps in official specification of the product especially in tenders.

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Economy & Market

Fornnax Names Lukas Baur as Authorised Service Partner to Bolster EU Operations

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Strapline: Fornnax Technology has appointed NOBA Maschinenservice’s Lukas Baur as its authorised service partner for the European Union, strengthening its commitment to delivering fast, reliable, and localised after-sales support across the region.

Fornnax Technology, a leading manufacturer of industrial shredding solutions, has announced the appointment of Mr. Lukas Baur of NOBA Maschinenservice as its authorised service partner for the European Union. The partnership, formalised under the authorisation of Fornnax CEO Mr. Jignesh Kundaria, reinforces the company’s commitment to providing dependable, localised service support to its expanding customer base across Europe.

Strengthening Service Through Proven Expertise

With over two decades of experience in servicing, maintaining, and overhauling industrial shredders, Mr. Baur brings extensive technical expertise to the partnership. His capabilities span welding, hardfacing, shaft and knife rebuilding, complex assembly, hydraulics, and complete electrical engineering services, delivered in collaboration with a trusted partner company based in Halle/Saale.

Operating from Worbis, Germany, Mr. Baur is strategically positioned to provide emergency support across the European Union within 24 hours, covering an operational radius of approximately 1,000 kilometres.

Supporting this capability is a well-equipped service infrastructure comprising 12 Mercedes Sprinter service vans, a team of 24 skilled technicians, specialised bearing-change tools, a fully equipped hydraulic workshop, and a 1,000-square-metre facility with a five-ton crane track. Together, these resources position his team to manage the complete spectrum of Fornnax’s European service requirements efficiently and reliably.

Partnership Driven by Industry Insight

Having spent years servicing Eldan, Lindner, and Vecoplan shredders across the European recycling industry, Mr. Baur’s decision to collaborate with Fornnax is rooted in his understanding of market needs and customer expectations. His experience has provided valuable insight into what recycling plant operators require—not only from their machinery but also from the service teams supporting them.

According to Mr. Baur, Fornnax’s reputation for robust machine construction, superior wear protection, and maintenance-friendly design made the partnership a natural fit.

The collaboration comes at a time when Europe’s tyre recycling industry is facing mounting challenges, including rising cost pressures, shrinking margins, delayed investments, and a shortage of skilled labour. Mr. Baur believes these conditions reinforce the need for technically strong service partners capable of delivering rapid, dependable support.

Commenting on the partnership, he said, “Fornnax, with its exceptional price-performance ratio and superior quality, has the potential to become a market leader in Europe. We would like to be their service partner in this journey.”

Comprehensive Support Across the Equipment Lifecycle

As Fornnax’s authorised service partner, Mr. Baur will oversee the complete lifecycle support of the company’s equipment throughout the European Union. His responsibilities will include installation, commissioning, preventive maintenance, emergency repairs, and spare parts support across mechanical, hydraulic, and electrical systems.

Looking ahead, he also plans to develop a centralised spare parts distribution hub for European customers, particularly if Fornnax establishes a warehouse facility in Worbis to facilitate faster deliveries. To further strengthen service coverage, Mr. Baur intends to expand operations by adding two to three additional service teams and vehicles each year, progressively increasing capacity across the continent.

A Shared Commitment to Customer Excellence

Highlighting the strategic importance of the partnership, Mr. Jignesh Kundaria, Director and CEO of Fornnax, said:

“We strongly believe that by continuously improving our service quality and customer satisfaction index, we can build long-term relationships with our customers. Higher customer satisfaction leads to greater trust, which significantly increases repeat orders and ultimately drives sustained growth in our sales revenue.”

This customer-first philosophy underpins Fornnax’s strategy of building a dedicated European service partner network instead of relying solely on remote support. With Mr. Baur joining this network, customers across the European Union will benefit from faster response times, expert technical assistance, and dedicated on-ground support from a partner with extensive experience in high-throughput shredding operations.

Mr. Baur’s appointment also reflects Fornnax’s broader ambition to establish itself as the preferred shredding solutions provider for the European recycling industry, marking another important milestone in the company’s international growth strategy.

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Concrete

Nuvoco Vistas launches Limla cement plant, expands Gujarat footprint

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Nuvoco Vistas opens a 2 MMTPA grinding unit at Limla, entering Gujarat and advancing its target of 35 MMTPA capacity by FY 2028.

Surat (Gujarat)

Nuvoco Vistas Corporation Ltd, a part of Nirma Group and one of India’s leading building materials company, has inaugurated the Limla Cement Plant in Surat (Gujarat), one of Vadraj Cement Limited’s (VCL) principal manufacturing facilities. The commissioning represents a key milestone in Nuvoco’s acquisition and restoration of VCL, while supporting the company’s expansion across the Western Indian cement market.

Vadraj Cement Limited is a subsidiary of Nuvoco Vistas Corporation Limited and has installed cement capacity of 6 MMTPA across its assets. The Limla inauguration therefore represents the first operational step in the acquired platform’s wider revival, while the Kutch facilities provide clinker supply, mineral security and coastal logistics support for the western business.

Nuvoco completed its acquisition of Vadraj Cement Limited, then under the Corporate Insolvency Resolution Process, after paying a consideration of Rs 1,800 crore in June 2025. VCL’s asset portfolio comprises a clinker unit at Kutch and a grinding unit at Limla in Surat. It also includes high-quality captive limestone reserves and a captive jetty at Kutch, supporting more efficient logistics. Following the takeover, Nuvoco began an extensive programme of restoration, refurbishment and expansion at both locations, leading to the commissioning of the Limla plant.

The Limla Cement Plant is expected to support a phased increase in sales volumes across Gujarat. It will also help Nuvoco supply neighbouring markets in Western Maharashtra and release cement capacity from its northern plants, which can consequently be redirected towards markets in North India. The plant will manufacture a full portfolio comprising Ordinary Portland Cement, Portland Slag Cement, Portland Pozzolana Cement and Portland Composite Cement. It will additionally produce the complete Nuvoco Duraguard range, including the premium Nuvoco Duraguard Microfibre product. The acquisition is also expected to generate operational synergies with Nuvoco’s existing plants at Nimbol and Chittorgarh in Rajasthan, improving logistics optimisation and market reach across important regional markets.

The grinding unit at the Limla Cement Plant was completed ahead of schedule, with 2 MMTPA of capacity now inaugurated to expand Nuvoco’s operating scale and customer reach. After Vadraj Cement’s assets become fully operational, plants in North and West India are expected to account for nearly 40 per cent of Nuvoco’s total cement capacity. This will broaden the company’s manufacturing network, strengthen access to high-growth markets and support its plan to increase consolidated cement capacity to 35 MMTPA by FY 2028, reinforcing its longer-term growth strategy.

Commenting on the development, Jayakumar Krishnaswamy, Managing Director, Nuvoco Vistas Corp Ltd, said: “The inauguration of the Limla Grinding Unit in Surat is an important milestone in Nuvoco’s growth journey and demonstrates our commitment to disciplined, value-accretive expansion. Gujarat is strategically significant for Nuvoco, with substantial opportunities arising from infrastructure investment, industrial growth, rapid urbanisation and continuing demand from the housing and construction sectors. The facility strengthens our regional footprint, improves operational flexibility and increases our ability to serve customers across northern and western markets with greater reliability and efficiency.”

He added: “Through the Vadraj acquisition, we have refurbished and restarted a strategically important asset, returning it to operations in record time through strong execution and collaboration between teams. The achievement demonstrates our ability to create value from acquired assets, fulfil our commitments and retain the confidence of stakeholders. It also highlights the strength of our project delivery capabilities and our continued focus on building sustainable, profitable growth over the long term.”

Nuvoco Vistas Corporation Limited is a building materials company whose vision is to build a safer, smarter and more sustainable world. It is among the leading players in East India and has a significant presence across North and West India. Nuvoco began operations in 2014 with a greenfield cement plant at Nimbol, Rajasthan. It later acquired Lafarge India Limited, which had entered India in 1999, followed by Emami Cement Limited in 2020 and Vadraj Cement Limited in April 2025. The company has also announced an expansion in eastern India through a new grinding mill at the Arasmeta Cement Plant, supported by several debottlenecking programmes involving equipment upgrades, process improvements and internal capacity initiatives. These developments place Nuvoco on track to achieve total cement capacity of approximately 35 MMTPA. The company reported total income of Rs 11,362 crore in FY 2025-26, reflecting its continuing growth trajectory.

Nuvoco operates a diversified portfolio across three segments: Cement, Ready-Mix Concrete and Modern Building Materials. Its cement portfolio includes Concreto, Duraguard, Double Bull, PSC, Nirmax and Infracem, covering Ordinary Portland Cement, Portland Slag Cement, Portland Pozzolana Cement and Portland Composite Cement. Its pan-India RMX business provides value-added products under Concreto for performance concrete, Artiste for decorative concrete, InstaMix for ready-to-use bagged concrete, X-Con covering M20 to M60 grades, and Ecodure for specialised green concrete. Nuvoco has supplied materials to projects including the Mumbai-Ahmedabad Bullet Train, Birsa Munda Hockey Stadium in Rourkela, Aquatic Gallery at Science City in Ahmedabad, and metro railway projects in Delhi, Jaipur, Noida and Mumbai.

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Concrete

Green Construction Through Cement Innovation

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Indian Cement Review (ICR) and Fuller Technologies brought industry, policy and technology leaders together to discuss how cement innovation can drive green construction at scale, writes Rakesh Rao.

India is building at a pace few countries can match. Highways, airports, housing, logistics parks, industrial corridors and urban infrastructure are reshaping the country’s economic geography. But beneath this growth story lies a difficult question: can India continue to build at scale without locking itself into a high-carbon future?

That question formed the core of an online panel discussion titled “Driving Green Construction Through Cement Innovation”, organised by Indian Cement Review (ICR) in association with Fuller Technologies as the Presenting Partner on June 25, 2026. The webinar brought together experts from cement technology, R&D, global industry platforms, building performance policy and international development cooperation to examine how low-carbon cement and material innovation can accelerate India’s green construction transition.

The discussion came at a crucial time. India has committed to achieving net-zero emissions by 2070 and reducing the carbon intensity of its economy by 45 per cent by 2030. At the same time, the country’s construction sector is expanding rapidly, driven by urbanisation, infrastructure development, housing demand and industrial growth. Cement, as one of the most widely used construction materials, sits at the heart of this transition. It is indispensable to development, but also central to the challenge of reducing embodied carbon in buildings and infrastructure.

Moderated by Nitika Krishan, Senior Urban Infrastructure and Sustainable Policy Consultant, the panel featured:

  • Kiranmai Sanagavarapu, Director, Low Carbon Solutions, Fuller Technologies;
  • Dr Hemantkumar Aiyer, VP and Head R&D, Nuvoco Vistas Corp Ltd;
  • Devika Wattal, Innovation Lead, Global Cement and Concrete Association (GCCA);
  • Dr Sunita Purushottam, MD, GBPN India (Global Buildings Performance Network); and
  • Vaibhav Rathi, Senior Technical Advisor, GIZ (the German Agency for International Cooperation)

Setting the tone for the discussion, Nitika Krishan underlined the scale of the challenge before the sector. “The question before us is no longer whether we build, but how we build sustainably,” she said. She pointed out that construction accounts for nearly 40 per cent of global energy-related carbon emissions when both operational and embodied carbon are considered. Cement production, she added, remains one of the hardest industrial processes to decarbonise.

For India, this is not merely an environmental issue. It is a development issue, a competitiveness issue and increasingly, a market issue. As one of the world’s largest cement producers and among the fastest-growing construction markets, India’s material choices will influence the carbon trajectory of its built environment for decades. As Krishan observed, sustainability solutions in economies such as India must not remain limited to laboratory success. They must be scalable, commercially viable and practical at national level.

The innovation gap: From technology to market

Experts believe that there is a need to bridge the innovation gaps for making decarbonisation in cement and concrete scalable. Devika Wattal of GCCA, explained, “The starting point must be the core cement manufacturing process itself. The first and foremost is the heart of our process, the heart of cement manufacturing. How do we reduce clinker? That is always a topic where industry is working very intrinsically.”

Clinker reduction remains one of the most important pathways for lowering emissions in cement. Since clinker production is energy-intensive and chemically emits carbon dioxide, reducing the clinker factor through supplementary cementitious materials (SCMs), blended cements and new chemistries can have a significant impact. Wattal also noted that carbon capture, utilisation and storage (CCUS) will have a role, though it may not be the first lever for all markets.

However, she stressed that innovation cannot stop at technology development. A solution that works in the lab must also be adaptable to industry, scalable in production and acceptable in construction practice. “It is important for that innovation to be adaptable, to be scalable, and so that it can be executed in real time,” she said.

Wattal also called for stronger enabling systems around innovation. These include performance-based standards, product-level embodied carbon databases and clearer frameworks for evaluating green materials. Without these, low-carbon cement products may struggle to compete with conventional materials in procurement and design.

R&D must balance carbon, cost and performance

Bringing in the R&D perspective into the discussion, Dr Hemantkumar Aiyer of Nuvoco Vistas emphasised that low-carbon cement development cannot be treated as a single-variable exercise. Cement must perform in real construction conditions. It must deliver strength, durability, consistency and cost competitiveness, while also reducing carbon.

“The root of understanding and balancing all these aspects lies in materials, and knowing the materials,” he said.

According to Dr Aiyer, R&D teams must understand the variability of raw materials such as fly ash, slag and clinker. Different sources produce different material behaviours. This makes mix optimisation, material characterisation and processing-property relationships critical. When performance is affected, cement manufacturers must understand how strength enhancers, admixtures and other performance chemicals interact with the material system.

He also linked material science with process efficiency. Clinkerisation takes place at extremely high temperatures, around 1,400 to 1,450 degrees Celsius. Any improvement in raw mix design, process control or energy optimisation can, therefore, help reduce emissions and cost. Dr Aiyer pointed to artificial intelligence-based optimisation, Cement 4.0 tools and advanced software as important enablers for real-time process and material control.

“The more you understand the materials, the more you can control it,” he said.

LC3: The promise is proven, the sequencing is not

Limestone calcined clay cement, commonly referred to as LC3, has attracted global attention because it can reduce clinker content significantly by using calcined clay and limestone while maintaining performance in many applications. Kiranmai Sanagavarapu of Fuller Technologies said the technology itself has already moved beyond proof of concept. Fuller Technologies has worked with calcined clay technology for nearly two decades and has seen plants running in France and Ghana. These plants, she said, are meeting local and national specifications, while the economics are beginning to make sense.

“The calciner is performing, the economics is stacking up, it is making business sense to produce,” she said.

But if the technology is viable, why has adoption not scaled faster? For Sanagavarapu, the answer lies in project sequencing. Too often, clay characterisation happens after equipment is specified. This, she warned, is a backward approach because calciner design depends on clay mineralogy, kaolinite content, iron levels, reactivity, moisture and other variables.

“If you don’t know what your deposit looks like before you commit for the equipment, you are, in a way, going blind into designing,” she said.

She also identified permitting and plant integration as major bottlenecks. Environmental clearances, mining permissions and local regulatory approvals must begin early. Similarly, calcined clay must be integrated into existing grinding, blending and logistics systems from the design stage, not treated as an afterthought during commissioning.

India already has IS 18189:2023 standard for LC3, but Sanagavarapu pointed out that the standard is not yet visible enough in procurement documents. “The gap between what is technically being permitted and what the procurement is asking is the single biggest bottleneck,” she said.

In her view, successful scale-up depends on getting the sequence right: clay characterisation first, permitting in parallel, standards aligned with construction, and integration built into plant design.

India’s LC3 journey: Progress, but demand remains thin

Providing details of India’s LC3 commercialisation experience, Vaibhav Rathi of GIZ noted that JK Cement carried out the first commercial production of LC3 at its Rajasthan plant, followed by JK Lakshmi Cement three months later. These initiatives were supported by the International Climate Initiative of the Government of Germany, with IIT Delhi contributing deep institutional knowledge on LC3 research and BIS certification.

Rathi said India’s early experience has produced clear lessons. One of the biggest was the need to build capacity among regulators. While BIS certification existed, State Pollution Control Boards were unfamiliar with the technology and unsure about the approval pathway.

“The capacity building is not just needed amongst the producer and the users of the cement, but also the regulators who are working with this technology for the first time,” he said.

He also highlighted the need for better information on China clay deposits. Since China clay is currently classified as a minor mineral, centralised data on availability, quality and location is limited. If cement manufacturers are to adopt LC3 at scale, stronger mineral intelligence will be important.

The third issue is demand. LC3 has already been used in projects such as Palava City in Mumbai and Noida International Airport, but these remain limited examples. “It is in a chicken and egg situation,” Rathi said. “Cement companies are saying we need more demand, and users are saying there is not enough cement available.”

Public procurement, he suggested, could help break this cycle. If agencies such as CPWD and other public bodies begin testing, accepting and specifying LC3, it could create the market confidence needed for cement companies to invest in production and storage.

Building codes must catch up with innovation

Dr Sunita Purushottam of GBPN India argued that material choices will determine built environment emissions over the long term, but India’s current policy signals remain fragmented. Although LC3 has received BIS recognition, she pointed out that building codes, municipal bylaws, schedules of rates and sustainability codes do not yet provide uniform guidance on low-carbon cement.

“The current cement regulations are largely prescriptive and favouring traditional materials,” she said. This limits the ability of alternative materials to compete on performance, durability and emissions.

Dr Purushottam also raised the issue of taxation. Cement, including LC3, currently falls under the same GST bracket as conventional cement. A differentiated tax structure, she argued, could help accelerate market adoption. “In order for the market to demand LC3, that differentiation in the GST could go a long way,” she said.

She noted that green building certifications such as IGBC and GRIHA are already creating demand for low-carbon materials by assigning points for embodied carbon and sustainable material use. However, she said large-scale adoption will require regulatory mandates, particularly through building codes and state-level notifications.

She also cautioned that low-carbon cement alone does not solve the entire building performance problem. A material may reduce embodied carbon, but the operational carbon of a building depends on thermal performance, design, insulation and energy use. “The energy part has two elements,” she said. “One is the embodied carbon of the material itself, and the other is the operational carbon.”

Collaboration is the bridge between invention and impact

Wattal said GCCA sees innovation as a strategic priority and works through platforms that connect industry with academia and start-ups. “There is no way we will decarbonise our sector without innovation,” she said.

However, she stressed that research must be connected to actual industry challenges. Innovations developed in isolation may fail when they encounter real-world barriers such as raw material variability, plant integration, cost, standards and finance. Start-ups, too, need industry mentorship and scale-up pathways.

Wattal also flagged the importance of finance. Even strong technologies may struggle to attract investment if there is no common understanding of bankability. “We have always put projects into, is this a bankable project? But the definition of a bankable project has never been defined,” she said.

For India, she saw strong potential in its academic and start-up ecosystem, but said the challenge lies in alignment and prioritisation. The country has the research base, industrial capacity and market size. What it now needs is a coordinated route from innovation to deployment.

There is a practical concern for cement manufacturers: how can existing plants be adapted for lower emissions without compromising reliability or commercial viability?

Kiranmai Sanagavarapu addressed, “The reliability risk in calcined clay retrofit is definitely real, but it is almost always self-inflicted. The risk arises when a new process is added to an existing circuit without properly redesigning grinding and blending configurations.”

Existing cement plants, she explained, can take two broad routes. The first is external sourcing of calcined clay combined with mill optimisation. This requires lower capital investment and can potentially move in 12 to 18 months if other conditions are in place. It may reduce emissions by around 20 to 30 per cent. The second route is integrated calcination on site, which requires higher capital expenditure and longer lead times, but provides greater control over quality, supply and emissions reduction potential.

For Sanagavarapu, the principle is simple: low-carbon retrofits must be designed with intent. “Design it with an intent properly from the start. Start in the market conditions where the economics are already working,” she said.

Circularity: The overlooked advantage

According to Vaibhav Rathi, fly ash and slag are already well established in cement and construction (C&D), but construction and demolition waste remains underutilised. “C&D waste is a growing business opportunity which not many have taken up,” he said. India’s continuous construction and demolition activity creates huge volumes of waste, much of which contributes to air pollution, land degradation and material inefficiency. With the right processing and standards, this waste can be converted into useful construction products.

Rathi also pointed out that LC3 has a circular economy dimension that is often overlooked. It can use low-grade kaolin-rich clay left behind after high-grade clay is extracted for other applications. “LC3 is not only a low-carbon solution, but also a circular economy solution,” he said.

At the same time, he cautioned that LC3 in India is not yet cheap because it has not reached scale. Site-specific techno-commercial feasibility studies, supported jointly by development agencies and industry, could help companies assess whether LC3 production makes technical and financial sense at a given location.

Dr Purushottam added that India must address both low-carbon cement and construction waste together. “Both low-carbon cement and C&D waste go hand in hand. India does not have an option but to work on both,” she said.

Dr Aiyer called for policy shifts from both government and industry, including preferential purchasing of sustainable materials, minimum supplementary cementitious material requirements in public and public-private projects, and faster regulatory implementation. “If we can fast-track the regulatory standards and their implementation on the ground, that is the way to go,” he said.

From green ambition to green construction

Cement innovation is no longer only about chemistry. It is about systems. Low-carbon cement will scale only when technology, standards, procurement, finance, regulation, education and construction practice move together.

LC3 and other low-carbon technologies have shown promise. India has early commercial examples, strong research capability and growing market interest. But mainstream adoption will depend on whether demand can be created, regulators can be capacitated, standards can be embedded in procurement, and manufacturers can see a clear business case.

For a country building at India’s scale, the opportunity is enormous. Cement will continue to be central to infrastructure and urban development. The challenge now is to ensure that the cement used in India’s growth story carries a lower carbon burden.

  • Rakesh Rao

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