Economy & Market
Priming Premium Brands
Published
7 years agoon
By
admin
All the major players are jumping on to the bandwagon of "Premium Brands" in order to reap benefits they offer viz. pricing power and profitability.
Unless cement companies show value in their products or services, cement will be continued to be looked upon as a commodity and it will not enjoy any premium or preference. So, a lot of cement companies have launched premium brands under their umbrella to tap premium clientele, which imparts them better pricing power and boost profitability.
The three basic characteristics of premium brands of cement are consistency and superior quality and technology. Thus, premium brands command customer attention through breakthrough technologies that improves the performance of cement, and offer additional benefits of higher initial strength, better workability and spread, increased durability, corrosion resistance and low heat of hydration properties.
Premium brands promise to deliver better value over and above normal cement. In cement, the first attribute of a premium brand is "consistency", which plays a very important role in branding. The next is "superior quality", which is guaranteed throughout the year and in every bag. It is followed by technical services on the ground. Cement being a highly-technical product, there is a lot of technology and standard procedures to be followed in case of premium or value added products, on which masons and others users should be appraised of. These are the benchmarks followed by Bharati Cement since inception, with the catch line "Three times better".
Value added
"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," says Madhumita Basu, Chief Strategy and Marketing Officer, Nuvoco Vistas. She has cited the example of Void Reduction Technology (VRT), which strengthens a structure from within and increases its longevity, is a differentiating factor for Duraguard.
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. 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, the company claims.
Dalmia Cement, the country’s fourth largest producer of cement, launched its first premium brand, Dalmia DSP Cement in the year 2016. "Dalmia DSP is a specialised, one-of-its-kind offering specifically engineered for concreting or "Dhalai",’ says Ujjwal Batria, COO, Dalmia Cement (Bharat). As claimed by the company, the advantages that the product offers include – Gives durable construction, optimizes setting time, anti-corrosive denser cement, better coverage and high yield of concrete, and finally, it comes in an innovative BOPP tamper proof and shower resistant packaging.
Bharathi has launched a value added product Bharati Ultrafast in the blended cement category. Technically, blended cements are far superior because of low heat of hydration, leading to dense concrete, with a fast setting ability.
JK Cement has recently added a premium grey cement product to its portfolio – JK Super Strong – that is manufactured with MPET – a new breakthrough technology in cement production that improves the performance of cement.
Building blocks
Establishing a brand is a matter of building, communicating and delivering on a promise to consumers. This can take many years whether product is Cement or in any other product category. The costs of creating a premium brand is typically high in the initial years, mainly in the form of launch expenses and sustained marketing communication.
"Our premium products meet the discerning needs of the customer and delivers on a set of customer benefits which lead to customer satisfaction, loyalty and advocacy of the brand. This in turn propels growth and increase in market share," says Batria.
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)," says Basu. "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)," Basu adds.
Transition
There are several mergers and acquisitions that have taken place in the cement industry over the years leading to transition or assimilation of brands into the acquirer company, the major examples being UltraTech Cement, Dalmia Cement and Nuvoco. UltraTech embarked on a branding journey after the acquisition of L&T Cement in 2004 and have ever since integrated new acquisitions under a single brand. Its recent acquisition is Binani Cement, through NCLT process.
"We had a strong brand in Tamil Nadu and Kerala by the name of"Vajram". We have successfully transitioned this brand to Dalmia Cement in the recent past, without disrupting the market at all. This has been possible due to proper communication to channel partners, influencers and end consumers," says Batria.
Nuvoco underwent a transition from Lafarge a couple of years ago. 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 – embrace change, scenario building and planning, deconstructing the brand DNA, and D-Day Planning and Execution," says Basu. The names of the cement products did not change, which helped in maintaining the continuity.
Despite arguments that cement is a "commodity" getting louder, the industry veterans still feel that the argument was only a myth and that branding will remain a reality in the industry going ahead whether it is in case of bagged cement or bulk cement, including ready mix concrete (RMC).
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SEEPEX introduces BN pumps with Smart Joint Access (SJA) to improve efficiency, reliability, and inspection speed in demanding rock blasting operations.
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Rock blasting is essential for extracting hard rock and shaping safe excavation profiles in mining and construction. Accurate and consistent loading of explosive emulsions ensures controlled fragmentation, protects personnel, and maximizes productivity. Even minor deviations in pumping can cause delays or reduce product quality. BN pumps with SJA support routine maintenance and pre-operation checks by allowing fast verification of joint integrity, enabling more efficient operations.
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Smart Joint Access is designed for inspection-friendly operations. The large inspection opening in the suction housing provides direct access to both joints, enabling rapid pre-operation checks while maintaining high operational reliability. Technicians can assess joint condition quickly, supporting continuous, reliable operation.
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Concrete
Digital process control is transforming grinding
Published
3 weeks agoon
February 20, 2026By
admin
Satish Maheshwari, Chief Manufacturing Officer, Shree Cement, delves into how digital intelligence is transforming cement grinding into a predictive, stable, and energy-efficient operation.
Grinding sits at the heart of cement manufacturing, accounting for the largest share of electrical energy consumption. In this interview, Satish Maheshwari, Chief Manufacturing Officer, Shree Cement, explains how advanced grinding technologies, data-driven optimisation and process intelligence are transforming mill performance, reducing power consumption and supporting the industry’s decarbonisation goals.
How has the grinding process evolved in Indian cement plants to meet rising efficiency and sustainability expectations?
Over the past decade, Indian cement plants have seen a clear evolution in grinding technology, moving from conventional open-circuit ball mills to high-efficiency closed-circuit systems, Roller Press–Ball Mill combinations and Vertical Roller Mills (VRMs). This shift has been supported by advances in separator design, improved wear-resistant materials, and the growing use of digital process automation. As a result, grinding units today operate as highly controlled manufacturing systems where real-time data, process intelligence and efficient separation work together to deliver stable and predictable performance.
From a sustainability perspective, these developments directly reduce specific power consumption, improve equipment reliability and lower the carbon footprint per tonne of cement produced.
How critical is grinding optimisation in reducing specific power consumption across ball mills and VRMs?
Grinding is the largest consumer of electrical energy in a cement plant, which makes optimisation one of the most effective levers for improving energy efficiency. In ball mill systems, optimisation through correct media selection, charge design, diaphragm configuration, ventilation management and separator tuning can typically deliver power savings of 5 per cent to 8 per cent. In VRMs, fine-tuning airflow balance, grinding pressure, nozzle ring settings, and circulating load can unlock energy reductions in the range of 8 per cent to 12 per cent. Across both systems, sustained operation under stable conditions is critical. Consistency in mill loading and operating parameters improves quality control, reduces wear, and enables long-term energy efficiency, making stability a key operational KPI.
What challenges arise in maintaining consistent cement quality when using alternative raw materials and blended compositions?
The increased use of alternative raw materials and supplementary cementitious materials (SCM) introduces variability in chemistry, moisture, hardness, and loss on ignition. This variability makes it more challenging to maintain consistent fineness, particle size distribution, throughput and downstream performance parameters such as setting time, strength development and workability.
As clinker substitution levels rise, grinding precision becomes increasingly important. Even small improvements in consistency enable higher SCM utilisation without compromising cement performance.
Addressing these challenges requires stronger feed homogenisation, real-time quality monitoring and dynamic adjustment of grinding parameters so that output quality remains stable despite changing input characteristics.
How is digital process control changing the way grinding performance is optimised?
Digital process control is transforming grinding from an operator-dependent activity into a predictive, model-driven operation. Technologies such as online particle size and residue analysers, AI-based optimisation platforms, digital twins for VRMs and Roller Press systems, and advanced process control solutions are redefining how performance is managed.
At the same time, workforce roles are evolving. Operators are increasingly focused on interpreting data trends through digital dashboards and responding proactively rather than relying on manual interventions. Together, these tools improve mill stability, enable faster response to disturbances, maintain consistent fineness, and reduce specific energy consumption while minimising manual effort.
How do you see grinding technologies supporting the industry’s low-clinker and decarbonisation goals?
Modern grinding technologies are central to the industry’s decarbonisation efforts. They enable higher incorporation of SCMs such as fly ash, slag, and limestone, improve particle fineness and reactivity, and reduce overall power consumption. Efficient grinding makes it possible to maintain consistent cement quality at lower clinker factors. Every improvement in energy intensity and particle engineering directly contributes to lower CO2 emissions.
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How much potential does grinding optimisation hold for immediate energy
and cost savings?
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Concrete
Refractory demands in our kiln have changed
Published
3 weeks agoon
February 20, 2026By
admin
Radha Singh, Senior Manager (P&Q), Shree Digvijay Cement, points out why performance, predictability and life-cycle value now matter more than routine replacement in cement kilns.
As Indian cement plants push for higher throughput, increased alternative fuel usage and tighter shutdown cycles, refractory performance in kilns and pyro-processing systems is under growing pressure. In this interview, Radha Singh, Senior Manager (P&Q), Shree Digvijay Cement, shares how refractory demands have evolved on the ground and how smarter digital monitoring is improving kiln stability, uptime and clinker quality.
How have refractory demands changed in your kiln and pyro-processing line over the last five years?
Over the last five years, refractory demands in our kiln and pyro line have changed. Earlier, the focus was mostly on standard grades and routine shutdown-based replacement. But now, because of higher production loads, more alternative fuels and raw materials (AFR) usage and greater temperature variation, the expectation from refractory has increased.
In our own case, the current kiln refractory has already completed around 1.5 years, which itself shows how much more we now rely on materials that can handle thermal shock, alkali attack and coating fluctuations. We have moved towards more stable, high-performance linings so that we don’t have to enter the kiln frequently for repairs.
Overall, the shift has been from just ‘installation and run’ to selecting refractories that give longer life, better coating behaviour and more predictable performance under tougher operating conditions.
What are the biggest refractory challenges in the preheater, calciner and cooler zones?
• Preheater: Coating instability, chloride/sulphur cycles and brick erosion.
• Calciner: AFR firing, thermal shock and alkali infiltration.
• Cooler: Severe abrasion, red-river formation and mechanical stress on linings.
Overall, the biggest challenge is maintaining lining stability under highly variable operating conditions.
How do you evaluate and select refractory partners for long-term performance?
In real plant conditions, we don’t select a refractory partner just by looking at price. First, we see their past performance in similar kilns and whether their material has actually survived our operating conditions. We also check how strong their technical support is during shutdowns, because installation quality matters as much as the material itself.
Another key point is how quickly they respond during breakdowns or hot spots. A good partner should be available on short notice. We also look at their failure analysis capability, whether they can explain why a lining failed and suggest improvements.
On top of this, we review the life they delivered in the last few campaigns, their supply reliability and their willingness to offer plant-specific custom solutions instead of generic grades. Only a partner who supports us throughout the life cycle, which includes selection, installation, monitoring and post-failure analysis, fits our long-term requirement.
Can you share a recent example where better refractory selection improved uptime or clinker quality?
Recently, we upgraded to a high-abrasion basic brick at the kiln outlet. Earlier we had frequent chipping and coating loss. With the new lining, thermal stability improved and the coating became much more stable. As a result, our shutdown interval increased and clinker quality remained more consistent. It had a direct impact on our uptime.
How is increased AFR use affecting refractory behaviour?
Increased AFR use is definitely putting more stress on the refractory. The biggest issue we see daily is the rise in chlorine, alkalis and volatiles, which directly attack the lining, especially in the calciner and kiln inlet. AFR firing is also not as stable as conventional fuel, so we face frequent temperature fluctuations, which cause more thermal shock and small cracks in the lining.
Another real problem is coating instability. Some days the coating builds too fast, other days it suddenly drops, and both conditions impact refractory life. We also notice more dust circulation and buildup inside the calciner whenever the AFR mix changes, which again increases erosion.
Because of these practical issues, we have started relying more on alkali-resistant, low-porosity and better thermal shock–resistant materials to handle the additional stress coming from AFR.
What role does digital monitoring or thermal profiling play in your refractory strategy?
Digital tools like kiln shell scanners, IR imaging and thermal profiling help us detect weakening areas much earlier. This reduces unplanned shutdowns, helps identify hotspots accurately and allows us to replace only the critical sections. Overall, our maintenance has shifted from reactive to predictive, improving lining life significantly.
How do you balance cost, durability and installation speed during refractory shutdowns?
We focus on three points:
• Material quality that suits our thermal profile and chemistry.
• Installation speed, in fast turnarounds, we prefer monolithic.
• Life-cycle cost—the cheapest material is not the most economical. We look at durability, future downtime and total cost of ownership.
This balance ensures reliable performance without unnecessary expenditure.
What refractory or pyro-processing innovations could transform Indian cement operations?
Some promising developments include:
• High-performance, low-porosity and nano-bonded refractories
• Precast modular linings to drastically reduce shutdown time
• AI-driven kiln thermal analytics
• Advanced coating management solutions
• More AFR-compatible refractory mixes
These innovations can significantly improve kiln stability, efficiency and maintenance planning across the industry.
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