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Journey from commodity to brand

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For long, cement is regarded as commodity but off late, it is treated as a "Brand". This has not happened overnight but it is an interesting journey. We take our readers through this historical migration that is still happening.

Indian cement industry is characterised by the co-existence of both large manufacturers (national players) as well as small players (regional players). Presently there are more than 65 cement manufacturers in the country. However, the big companies- UltraTech, ACC and Ambuja Cement – together have 44.2 per cent of the industry capacity. It should be noted that in FY2008, their share was just 34.3 per cent. However, these big companies may have to cede some ground by 2021 when their share will see a slight fall to 42.4 per cent due to capacity expansion by others. In last 10 years, cement manufacturing capacity has more than doubled, which is mainly due to strong demand the industry had experienced till FY 2012.

Commodity
Cement is a commodity as vital to fast-growing economies as oil or steel, fertiliser. Some say, uniqueness of the Indian market has made cement producers act a lot like makers of consumer products. Market pressure and consumer structure have pushed major cement players in the country to start investing into more than just making their product strong and efficient. They are now adding personality to the construction material, by building brands around it. And they are doing it by the rules of consumer marketing. The outcome can only be interesting. All over the world major quantity of cement is distributed in the bulk mode and very little goes through bags. However many thinkers have expressed that in India the quantity distributed through bulk is going to increase but what goes through bags will be a significant volume which the producers can’t ignore.

Why a sack of cement is worth more for the customer? Why he thinks the product offered to him is better than others? In short the product when goes as a brand to him must have enhanced value, not just through advertisements but in the real sense. Normally in retail cement market, the buying decision is taken by contractors, middleman or mason. Let us now take a few interesting cases.

Ambuja
Ambuja Cement is a multi-region cement manufacturing company. The company has significant presence in northern, western and eastern regions. The company does not have cement capacities in the southern and central regions. About 85 per cent of its sales come from retail segment. The company is expanding its cement capacity by 3.1 MTPA in Marwar which is scheduled for commissioning in FY 20-21.

It is Ambuja, in the year 1983 set up a plant for manufacturing 0.7 MT cement on the western coast and started selling cement. It realised the potential of Mumbai market for retail business and came with an idea of "giant compressive strength". Sooner many other cement companies and even today all new launches are centred on compressive strength of cement. However due credit must be given to Ambuja for capitalising on the strength attribute of a cement. Ambuja soon focused on various means like good advertisement, handsome returns to retailers and fulfilling all other expectations of a cement seller. Then came the gradation of cement, like 43,53 etc. and further was the buzzword ISO 9002. Every where Ambuja scored much better than the existing players. The others had to simply follow what Ambuja was doing.

Talking about the advertisements, we would like to mention a few exceptions like ACC, Shree and JSW, which have never used strength of cement as an attribute in their advertisements. ACC follows an approach of a single mother brand, being one of the oldest cement companies. On the other hand, even today a majority of cement producers create their advertisements only around strength. There are many other attributes of cement, which a creative advertiser is yet to find out. Shree cement is yet another exception.

While talking about the strength of cement, what users expect is a consistent level of strength for batches after batches supplied to him. Giving one time high strength is not a big deal. We can quote here the case of L&T Cement when being sold as brand L&T that had a very high reputation of consistent strength, which even many users acknowledge today. A good number of staff who worked then at L&T and are now part of UltraTech. It was also a very credible brand among cement traders for its fair dealings. While launching UltraTech as a brand, Kumar Mangalam Birla, Chairman AVB Group expressed the optimism that "UltraTech Cement will resonate with buyers in just the way L&T Cement did. Nothing has changed except the name. What was L&T Cement becomes UltraTech Cement". This clearly indicates that he acknowledged the brand value of L&T. There is no wonder, among all the institutional buyers L&T was the most favoured brand for a very long time. The name UltraTech itself has resemblance with L&T and has a tagline "The Engineers" Choice
. Today UltraTech is the largest selling brand in the country that is closely watched by every cement user.

Lafarge story
About 65 per cent of cement is used by individual house builder and around 19 to 20 per cent is infrastructural demand. Lafarge India has launched its premium cement brand, Lafarge Concreto. Lafarge was then the cement market leader in eastern India with a market share of 20 per cent followed by Grasim and Ultratech with 17 per cent. Concreto is reportedly superior quality cement that helped in building better structures that last longer, a consulting civil engineer said.

Cement accounts for about 15 per cent of the total construction cost of a typical house. Though Concreto was priced higher than the normal Lafarge cement, its superior quality and increased durability would more than compensate the increase in cement cost, he said. Concreto was 5 ruppes costlier than other variants.Today the brand has gone to Nuvoco.

Packaging of cement
When cement started selling as a brand, the first innovation that happened was paper packing. To give a premium status to the product, many companies started supplying cement in paper bags especially 53 Grade in good olden days. The higher price could neutralise for the increased cost of paper. However paper packing had its own problems like more handling charges, higher bursting rate while packing and controlled conditions for storing stock of paper bags. The production rate of packing was required to be compromised therefore it was not sustainable.

The other innovation came with 25 kg bag instead of normal 50 kg packing. However this also did not last because production rate was simply halved given the same packing machine. The recent innovation has been polypropylene laminated bags. These are costlier and better looking bags with multi-colour printing option. This innovation is still under observation and yet to accepted fully. So far the practise has been to source the packing material from outside the plant however few cement companies have invested in producing their own packing bags.

We must mention here what has been happened in the segment of white cement, the product always enjoys an elite status over grey cement. The use of cement being very restricted it was many times sold loose for limited application by a retailer. The smart marketing officers saw a potential here and both Birla White and JK Cement introduced 1 kg and 5 kg pack for white cement which instantly became a success. In terms of profit for the companies, these product baskets have been giving highest earnings. The extension to white cement has been "Wall Care Putties." This value added product is giving handsome returns on investments.

Networking
Networking with engineering fraternity and user community is a very important aspect of brand building exercise. Cement being an intermediate product always converted into some other form. E.g it is converted into concrete or plaster mortar. The role played by consulting engineers is extremely important here. On the strength parameters, L&T was extremely consistent, which was proved to engineering community by providing standard deviation values drawn over a period of time. The engineers are required to use these values in designing concrete mixes. In case of any decorative applications role of an architect is vital. Therefore white cement producers are well connected with architects. Flooring, plastering are other applications of cement where architects have a say.

The other important agency that play a crucial role is mason who uses the cement with his own hands. Generally a retail buyer of cement will not displease the mason who is working for him. Cement companies organise mason meets regularly but after some time these turn out to be monotonous and gift distribution event. Some kind of innovation if can be brought to mason meets then it will be a very useful forum for spreading a message. Retailer of cement is another channel partner who has a role to play. Schemes worked out for retailers are parallel to what are run by FMCG companies. These have to be consistent and transparent in execution. Retailer always compares the schemes offered by different companies and chooses the one best suited for him.

Commodity vs. product (Brand)

  • A commodity is a raw material used in the production process to manufacture
  • finished goods, while a product is a finished goods sold to consumers
  • No value is added to a commodity, which can be grown, extracted, or mined
  • Commodities are traded on exchanges through futures contracts, stocks, and ETFs, and can also be bought and sold in their physical states
  • Products are sold on the market for consumption by the average consumer and can also be found in investment portfolios.

Guide to brand building:

  • Make your brand as unique as possible
  • Quickly globalise brand and its products
  • Brand is an investment and not cost
  • Reward customers involvement and make them active promoters of your brand
  • Encourage communities that share your values
  • Donations to good causes to prove that brand is sensitive to the world around
  • Sponsorship to a good cause or an event
  • Service associated with a brand
  • Don’t overload customers with too much of technical data and literature
  • Speak the language, the customer understands
  • Interaction with customers at regular intervals

– VIKAS DAMLE

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Concrete

Boosting Concrete Workability with Grinding Aids

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Dr SB Hegde highlights how AdoCem® WE++ grinding aid improves cement fineness and reduces water demand, effectively minimising slump loss and enhancing concrete workability retention. The study confirms its role in improving both slump retention and compressive strength over time.

In the production of concrete, maintaining consistent workability is crucial for efficient mixing, transporting, and placing of the material. However, concrete slump loss, or the reduction in workability over time, is a common challenge, particularly in large-scale projects where the concrete mix needs to remain workable for extended periods, such as during long-distance transportation or complex placements. Slump loss greater than 150 mm within 3 hours can lead to difficulties in handling and finishing, impacting both the quality and the efficiency of construction.
One effective solution to control slump loss is the use of grinding aids during the cement production process. This technical note focuses on the application of AdoCem® WE++ grinding aid during the cement grinding of Ordinary Portland Cement (OPC) to resolve slump loss issues and improve concrete workability retention.

The role of AdoCem® WE++ grinding aid
AdoCem® WE++ is a high-performance grinding aid designed to improve the efficiency of cement grinding by reducing the energy required to achieve a desired fineness. It works by modifying the surface properties of cement particles, reducing agglomeration, and improving the flowability of the material. As a result, it enhances the production process, reduces specific energy consumption, and improves the overall quality of the cement.
In addition to its primary function in cement grinding, AdoCem® WE++ has been shown to have beneficial effects on the physical properties of the cement, particularly in terms of workability and water demand in concrete mixes. By optimising the cement particle size distribution, the grinding aid can reduce water requirements, resulting in better workability retention and lower slump loss over time.

Slump loss problem in concrete
Concrete slump loss is a significant issue
that affects the workability of fresh concrete. Over time, fresh concrete tends to lose its fluidity, which can lead to challenges in handling and placing the mix. The rate of slump loss is influenced by several factors, including:

  • Cement fineness: Finer cement particles tend to absorb more water, requiring higher water-to-cement ratios to maintain a constant slump. This leads to increased slump loss.
  • Cement composition: The chemical composition and particle size distribution of the cement affect hydration rates and, consequently, the workability over time.
  • Environmental conditions: Temperature, humidity, and mixing conditions also play a critical role in slump retention.

In this context, the introduction of AdoCem® WE++ grinding aid helps optimise cement properties, ensuring that the water demand is minimised and workability is better maintained over an extended period, thereby mitigating slump loss.

Research methodology 4.1 Materials

  • Cement: Ordinary Portland Cement (OPC) was used in this study.
  • Grinding aid: AdoCem® WE++ was used as the grinding aid, added at dosages of 0.06 per cent, 0.08 per cent, and 0.10 per cent by weight of cement.
  • Concrete mix: A standard concrete mix with a water-to-cement ratio of 0.50 was prepared. The target slump was 150 mm, with slump loss measurements taken at intervals up to 3 hours.

4.2 Experimental setup

  • Cement grinding: OPC was ground in a ball mill, with the addition of AdoCem® WE++ at the specified dosages. The energy consumption, fineness, and particle size distribution of the cement were analysed.
  • Concrete mix preparation: Concrete was mixed using cement treated with AdoCem® WE++ grinding aid, along with conventional mixing procedures.
  • Slump testing: Slump was measured using the standard slump cone test at 0, 30, 60, 90, and 180 minutes after mixing to determine the rate of slump loss.
  • Compressive strength: Concrete cubes (150 mm x 150 mm) were cast, cured, and tested at 7, 28, and 90 days to assess the impact of grinding aids on strength development.

Results and discussion
5.1 Cement fineness and energy consumption
The use of AdoCem® WE++ significantly improved the grinding efficiency, resulting in a more uniform particle size distribution. The cement treated with AdoCem® WE++ showed a Blaine fineness of 320 m²/kg, compared to 300 m²/kg for the control cement, indicating that the grinding aid allowed for finer grinding without increasing energy consumption. This reduced the production costs while improving cement quality.

5.2 Slump retention
The main focus of this study was to evaluate the effect of AdoCem® WE++ on slump retention. Concrete mixes with grinding aid-treated cement showed a notable improvement in slump retention over time compared to the control mix.

  • Control cement (no grinding aid): The control mix experienced a slump loss of 80 mm after
    2 hours.
  • AdoCem® WE++ at 0.06 per cent dosage: Concrete with cement treated with 0.06 per cent AdoCem® WE++ showed a slump loss of 100 mm after 3 hours, a significant improvement over the control mix.
  • AdoCem® WE++ at 0.08 per cent dosage: At a dosage of 0.08 per cent, the slump loss was reduced to 120 mm after 3 hours, demonstrating further improvement.
  • AdoCem® WE++ at 0.10 per cent dosage: The highest dosage of AdoCem® WE++ resulted in the best performance, with only a 150 mm slump loss after 3 hours, which meets the target of maintaining workability over extended periods.

5.3 Hydration behaviour and setting time
The addition of AdoCem® WE++ appeared to slightly delay the initial setting time compared to the control mix. This delay in setting time helps to extend the period during which the concrete remains workable, thereby reducing the risk of excessive slump loss. The improved hydration behaviour
also contributed to better overall consistency in the concrete mix.

5.4 Compressive strength
Concrete cubes made with cement treated by AdoCem® WE++ exhibited slightly higher compressive strength compared to the control mix. At 28 days, the compressive strength of the AdoCem® WE++ mixes were 5 per cent to 8 per cent higher, indicating that the grinding aid not only improved workability but also contributed to more efficient cement hydration and stronger concrete.

Conclusion
The addition of AdoCem® WE++ grinding aid during the cement grinding process significantly improves the workability retention of concrete, effectively maintaining slump loss over a 3-hour period. By optimising the particle size distribution of cement, AdoCem® WE++ reduces water demand and enhances the stability of the concrete mix, thereby ensuring that the slump remains within the desired range (150 mm) for an extended period. Furthermore, the grinding aid improves cement efficiency, reduces energy consumption during grinding, and enhances the strength development of concrete.
This study demonstrates that AdoCem® WE++ is an effective solution for mitigating concrete slump loss, making it a valuable tool for construction projects where concrete workability must be maintained over longer periods. The optimal dosage of AdoCem® WE++ for achieving the best performance in terms of slump retention and strength is around 0.1 per cent by weight of cement.

About the author:
Dr SB Hegde, a global cement industry leader with over 30 years of experience, is a Professor at Jain College of Engineering, India, and a Visiting Professor at Pennsylvania State University, USA.

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Concrete

The main pushback against automation is budget

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Mehul Doshi, Head of Department — Customer Support and Service, HAVER & BOECKER, shares insights on leveraging diagnostics and optimisation tools to address challenges in automation of bagging, packaging, and palletising processes.

In the fiercely competitive cement industry, optimising bagging, packaging and palletising processes is no longer a luxury but a necessity. Cutting-edge diagnostics and tailored optimisation plans are transforming how plants enhance efficiency, reduce waste, and boost safety — all while advancing sustainability goals. Through a seamless blend of digital monitoring and hands-on audits, manufacturers are now able to identify bottlenecks, minimise product loss and future-proof their operations, shares Mehul Doshi, Head of Department — Customer Support and Service, HAVER & BOECKER, in this exclusive interview.

How do QUAT2RO® and POP enhance efficiency in bagging, packaging, and palletising for the cement industry?
Comprising the diagnostics section of HAVER & BOECKER’s PROcheck lifecycle approach, QUAT2RO® and the Plant Optimisation Plan (POP) help operations increase plant performance, optimise machine conditions, set up and use resources, raise health and safety standards and improve energy efficiency.
As the digital tool of HAVER & BOECKER’s diagnostics approach, QUAT2RO® collects short-term and long-term production data on all connected machines. The data combines performance and maintenance reports into a single dashboard to make monitoring equipment settings simple. QUAT2RO® System Monitoring alerts operators to any discrepancy in the packing or palletising machines to allow faster maintenance and increase efficiency on the packing line. HAVER & BOECKER recommends installing QUAT2RO® on packing lines before engaging in a Plant Optimisation Plan (POP) to collect information on the baseline performance of the line.
POP is the human approach toward diagnostics. For the POP, HAVER & BOECKER engineers visit the customer plant to observe the operation and recommend enhancements classified by level of urgency. The full plant audit considers all areas, from product storage and handling to packing, bag transport, palletising and loading lines, as well as surrounding machines and environmental factors. The engineers send a full report tagged with green, yellow or red to highlight areas for improvement, ensuring that critical updates are prioritised.
HAVER & BOECKER’s Bag Optimisation Plan (BOP) is a very important part of the POP and allows it to go beyond the mechanical equipment and into the important role of consumables. While the goal of the POP is to find the perfect harmony between the bag, the product and the machine, the BOP focuses on all aspects of the bag and includes a bag volume test, bag valve check, visual pallet check and a bag specification check. The HAVER & BOECKER Institute tests and analyses the bag and the product to optimise all three major factors in the packing process — machine, bag and product —resulting in the highest levels of productivity and efficiency.

What common challenges in cement packing plants do your diagnostics tools address, and how are the solutions tailored?
HAVER & BOECKER diagnostics tools primarily focus on production issues, whether that’s tracking equipment efficiency through QUAT2RO® or providing recommendations for optimising existing equipment and processes. One of the biggest challenges plants face is dust escaping as bags are filled. Most packing equipment comes in a one-size-fits-all approach, meaning it’s not optimised for each individual product. If not treated properly, free-flowing powder material like cement will settle on the floor, equipment and operators instead of in the bag. HAVER & BOECKER diagnostics, specifically their POP and BOP, considers the individual properties of the cement being poured and how to direct it into the bag most effectively.
The bags used for packing cement can contribute to the amount of material lost in the packing process. Unsealed valve bags rely on the inner pressure of the bag to close, which results in the bag being only 70 per cent closed, leaving a 30 per cent opening for spillage. An improperly sealed bag results in material loss at a rapid rate while in storage and throughout transport, leading to a total product loss of up to 5 per cent. That’s why HAVER & BOECKER offers SEAL technology. Ultrasonic sealing effectively welds bags shut, resulting in the bag being 100 per cent closed. Unlike adhesive closed bags, this type of seal means bags won’t unstick over time and cause spillage if left in storage. This bag also eliminates product loss during transport.
If a facility is seeing similar product loss in their plant, HAVER & BOECKER will address the type of bag being used and recommend an upgrade to SEAL technology in their optimisation plan. They will also address any dust production issues in the full packing line to optimise production.

How does QUAT2RO® improve process efficiency, and which KPIs are critical?
QUAT2RO® detects issues before they become critical to the packing line. Operators can monitor machines’ production rates in real time to see how their equipment is performing. The results can be used to check production levels and identify solutions to productivity challenges and inefficiencies. This data can show any bottlenecks in the packing line so operators can address the issue immediately.
All data is stored in a single online portal with customisable alert systems and report templates. The portal keeps track of maintenance intervals for all assemblies and components and sends early notifications as a reminder to order wear parts. The system can also be accessed by the HAVER & BOECKER service team, providing cement plants with direct contact with our experts to address any of their concerns.

How do your solutions support sustainability goals like energy efficiency and waste reduction?
Sustainability and energy efficiency are at the heart of what we do. HAVER & BOECKER offers 10 energy saving solutions for packing lines that cover everything from optimising equipment performance to keeping equipment clean and having equipment serviced regularly. Optimising machine performance leads to energy efficiency because any material that escapes the packing process is a loss, which means the rest of the production plant needs to produce more to make up for it. Having a packing line fully optimised is one easy way to ensure energy efficiency and waste reduction.

How does the PROcheck lifecycle approach integrate with existing equipment in cement plants?
One of the many benefits of PROcheck lifestyle approach is that it can be integrated into the cement plant’s processes at any time. The first step to a full PROcheck is the Plant Optimisation Plan where an engineer comes to visit the plant and assess the technology, packing line and product being produced. No matter what technology is currently in use, our engineers provide a full report addressing any concerns and suggesting updates.

What trends in bagging, packaging, and palletising are shaping the cement industry?
Sustainability and automation are prime motivators for the cement industry right now. Whether that’s completely automating processes to increase efficiency or using electric equipment to cut down on carbon emissions, cement producers want to be able to produce better quality cement with more technologically advanced equipment.
The industry has seen a huge push toward automation in many places around the world. However, the main pushback against automation is budget. Budgetary restrictions are universal and often hold cement plants back from taking the plunge. We recognise this need and have started working with The Portland Company to provide Assemble to Order packing equipment with introductory automation that helps plants start their journey with plenty of room to expand into more customised equipment with us later. This ensures that all operations, no matter where in the world they’re located, can get an automated option suited for their unique packing line and access best-in-class service.

How does POP (and BOP) ensure optimal coordination of machines, bags, and products?
A POP includes a full plant audit that considers all areas, from product storage and handling to packing, bag transport, palletising and loading lines as well as surrounding machines and environmental factors. The goal of the report is to give plant managers a thorough, solid idea of how their plant is currently performing and where critical updates need to be made. The full POP, including the BOP, considers machines, bags and products to give an overarching recommendation on how all of them can work together for the best results.
The HAVER & BOECKER Institute completes the BOP, checking the chemical composition of the product, how the machine can aerate the product for maximum efficiency in filling and which bags provide the best protection for that specific product. The goal is to have a cohesive packing line that works together in the most efficient way possible.

What new innovations or upgrades are you introducing to improve packing plant performance?
Our newest products are meant to continually improve the packing line and provide the best support possible throughout the packing process. One major update we’ve introduced is the AMICUS Advanced Robot Family. The AMICUS DEPAL Edition depalletises bags and places them on an automatic bag applicator while the AMICUS PAL Edition palletises bags, boxes, drums and pails for transport. The AMICUS DEPAL replaces a previously manual process and increases safety, which is one of the major benefits of the system. If a facility invests in both an AMICUS PAL and DEPAL, they can create a fully automated packing line from empty to full bag.
Another optimisation HAVER & BOECKER is focused on is the unique ADAMS® Technology. ADAMS® is the system for packing cement into PE bags, offering an unlimited list of advantages. There has been rapid growth in the way ADAMS® is used, including how it has expanded into the cement sector. The FFS film bags used with the ADAMS® ROTO-PACKER protect powder cement from the elements while in transit and in storage. The waterproof, weatherproof bags offer a variety of benefits to all the industries we touch, which is an exciting expansion of our pre-existing line.

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Concrete

Condition-based maintenance avoids over-servicing

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JayaKrishna Kokku, Lead – Technical Operations, APAC & Middle East, Nanoprecise Sci Corp shares how their AI-powered IoT solution boosts productivity and sustainability in dusty cement plants through predictive maintenance. Read the full interview to learn more.

In an industry where dust, heat and vibration constantly challenge the health of critical equipment, predictive maintenance is fast becoming a game-changer. In this conversation, JayaKrishna Kokku, Lead – Technical Operations, APAC & Middle East, explains how Nanoprecise’s IoT solution is tackling the harsh realities of cement environments, delivering real-time equipment insights, accurate Remaining Useful Life (RUL) predictions and ensuring longer asset life and fewer costly breakdowns.

How does Nanoprecise IoT solution tackle equipment monitoring challenges in dusty cement plant environments?
Its wireless sensors are rugged, IP68 rated, and can reliably operate in high-dust environments without degradation. These sensors continuously monitor vibration, temperature, acoustic signals, humidity, Magnetic flux and RPM on critical rotating equipment. Data is transmitted securely to the cloud, enabling continuous, remote asset health monitoring, even in areas difficult for human inspection.

What role does your AI-driven analytics platform play in improving operational efficiency in cement plants?
The AI-driven analytics platform from Nanoprecise processes sensor data using advanced machine learning and physics-based algorithms. It detects early signs of component degradation (e.g., bearing faults, misalignment, imbalance) and provides actionable insights. By identifying potential failures weeks or months in advance, the platform allows cement plant operators to shift from reactive to proactive maintenance.

How do accurate RUL (Remaining Useful Life) insights help cement manufacturers optimise maintenance and reduce downtime?
Nanoprecise RUL predictions are powered by AI models that analyse sensor data fault trends over time. By accurately forecasting how long a component or system will function before failure, maintenance teams can plan interventions only, when necessary, rather than on fixed schedules. This minimises unnecessary maintenance, avoids catastrophic breakdowns, and ensures spare parts and labour are optimally allocated—drastically reducing both planned and unplanned downtime.

Can predictive maintenance be using your technology boost productivity while lowering operational disruptions?
Absolutely! Predictive maintenance enabled by Nanoprecise technology provides early fault detection and automated diagnostics, ensuring that equipment is always in optimal working condition. By addressing issues before they escalate, plants can maintain continuous operations, increase equipment uptime, and reduce the risk of costly shutdowns.

How does your solution support both productivity and sustainability goals in cement manufacturing?

  • Reduced Energy Waste: Equipment running inefficiently consumes more energy. Early detection of faults ensures machines run optimally, reducing unnecessary energy usage.
  • Lower Carbon Emissions: Improved efficiency and reduced downtime mean lower emissions per ton of cement produced.
  • Extended Equipment Life: Condition-based maintenance avoids over-servicing, extending the life of components and reducing waste.

Together, these benefits support sustainable operations without compromising output.

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