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Priming Premium Brands

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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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Concrete

Cement Makers Reaffirm Commitment to Sustainable Growth

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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.

 

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Concrete

Building a Greener Future Together

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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.

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Concrete

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

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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.

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