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Building relations with our stakeholders is very important

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JSW Cement is a pioneer in the Indian cement industry to introduce conversational commerce services to its customers. At the beginning of this year, the company partnered with Yalochat ??a conversational commerce service provider, to introduce artificial intelligence-based Anytime Anywhere Business transactions for its trade customers. The company believes that this initiative will differentiate JSW Cement as it traverses from the current 14 mtpa to 25 mtpa capacity by FY2023.

JSW has been actively undergoing digital transformation intending to deliver to its customers with timely improvements in the overall brand experience. For instance, it has digitised outbound marketing functions through mobile technologies. These technologies are deployed for the sales team to seamlessly interact with the channel partners.

JSW Cement has signed Sourav Ganguly and Sunil Chhetri as its brand ambassadors. It launched a new multi-media marketing campaign ??eader?? Choice??with the two sports icons that promote the ideology of crafting a solid foundation for a better future.

Gurminder Singh, Head of Branding, JSW Cement, says, “At JSW Cement, we believe that brand connect is very important. Not just with our customers, but with all our stakeholders like influencers, channel partners, transporters, society, and the environment.”

Also, the company is active on various social platforms. ??e are present across social media platforms with an intent to spread awareness, educate and interact with our customers. Our posts revolve around product features promoting eco-friendliness, sustainability, useful tips on home building, creating awareness on Covid, and so on. We also conduct interactive campaigns/ contests for our followers and lead generation activities on digital platforms.??/p>

Apart from this, the company has partnered with a few channels and has embraced platforms like Whatsapp, Dealer App, Internal Sales app, etc. To address customer queries faster, they have rolled out an application called– Saathi App.

JSW Cement has rolled out a 360-degree brand communication strategy, which includes market stormings, roadshows, Nukad Natak, IPL schemes, and dealer onboarding schemes.

Moreover, the company embarks on its digital presence through digital campaigns and films. Another interesting branding strategy is festive branding, where the company does the biggest Chandmala during Durga Puja and the biggest National Flag during Ganesh Chaturthi at Lal baghcha Raja.

Singh believes that building relations with our stakeholders is very important. They recognise the need of getting constant feedback and inputs from their dealers. During Covid pandemic, the company supported them in terms of telephonic doctor consultation, online covid care sessions, RTPCR tests, providing oxygen concentrators, and food/ grocery support.

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Concrete

Assam Cabinet Approves Rs. 110 bn JK Lakshmi Cement Investment

ADB-backed project to restore 102 community beels also approved

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The Assam Cabinet has approved an investment of Rs. 110 bn by JK Lakshmi Cement for a clinker manufacturing unit and four associated cement grinding units in the state. Chief Minister Himanta Biswa Sarma announced the decision on 24 September 2026, along with approvals covering wetland restoration and industrial support.

The proposed cement investment is expected to generate around 2,000 direct jobs. The project forms part of the state government’s latest measures to attract manufacturing activity and strengthen industrial infrastructure. The Cabinet also approved a State Capital Investment Subsidy for eligible manufacturing units covered by the substantive provisions of the Uttar Poorva Transformative Industrialization Scheme, or UNNATI, 2024.

The subsidy will apply to units that qualified under the scheme but were unable to secure registration by the extended deadline of 30 September 2026. The measure is intended to support eligible businesses that missed the registration process while continuing to meet the scheme’s substantive requirements.

The Cabinet also cleared an Asian Development Bank (ADB)-funded project for the restoration and rehabilitation of at least 102 derelict community beels across Assam. The ADB loan component is Rs. 6.38 bn, while the Assam government’s contribution will be Rs. 1.59 bn.

In another decision, the Cabinet approved a rent-based or pro bono arrangement for constructing a laboratory and ancillary infrastructure for the Spices Board under the Ministry of Commerce and Industry. The facility will be built at Ulubari in Guwahati, with the Agriculture Department coordinating with the Public Works Department (Buildings) to construct it according to designs and specifications provided by the board.

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Concrete

JSW Cement Receives Rs. 2.3 bn GST Demand Notice

JSW Cement faces a GST demand over alleged incorrect classification.

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JSW Cement has received a show-cause notice proposing a Goods and Services Tax (GST) demand of Rs. 2.3 bn, along with applicable interest and a 10 per cent penalty, over an alleged incorrect classification of transactions. The notice was issued by the Additional Commissioner of Central Tax, Belagavi Audit Commissionerate, on September 24, 2026.

The proposed demand relates to the period from April 2022 to March 2024 and has been issued under Section 73 of the Central Goods and Services Tax (CGST) Act, 2017. The company disclosed the notice in a filing with the stock exchanges and said the matter involved an alleged short payment of GST.

The proposed amount comprises Integrated GST (IGST) of Rs. 1.22 bn, Central GST (CGST) of Rs. 540.5 mn and State GST (SGST) of Rs. 540.5 mn. The department has also cited alleged contraventions of Sections 9, 37 and 39 of the CGST Act, with interest proposed under Section 50 and the penalty under Section 73.

JSW Cement said the financial impact of the notice would be limited to the proposed tax demand, applicable interest and penalty. However, it assessed that the matter would not have a material impact on the company. The cement manufacturer is preparing its reply to the show-cause notice.

The notice was issued to JSW Cement, which is part of the Sajjan Jindal-promoted JSW Group. The company reiterated that the total proposed GST demand stood at Rs. 2.3 bn, excluding the applicable interest and 10 per cent penalty, and that the proceedings remained at the show-cause stage.

Shares of JSW Cement ended at Rs. 115.65 on the BSE on Thursday, down Rs. 2.60, or 2.20 per cent, from the previous close. The stock movement came as the company disclosed the proposed tax demand and its intention to respond to the department’s notice.

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Concrete

Montra Electric, Wonder Cement Deploy 250-Vehicle EV Fleet

Fleet to haul cement on a 1,450-km corridor across four states

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Montra Electric and Wonder Cement have begun commercial operation of a 250-vehicle deployment of Rhino 5538 EV 4×2 tractor-trailers on an electric freight corridor linking Rajasthan with ports in Gujarat. The companies said the fleet is being used for regular cement logistics rather than a limited pilot, making it one of the largest heavy-duty electric truck deployments by an Indian industrial company.

An initial 30 trucks were introduced from Wonder Cement’s plant in Nimbahera, Rajasthan, in July 2026. They are hauling full payloads on daily routes between Nimbahera and Dahej Port and between Nimbahera and Tuna Port, covering approximately 1,450 km across Rajasthan, Madhya Pradesh, Maharashtra and Gujarat. The vehicles operate to schedules comparable with those of the company’s conventional diesel fleet.

The corridor is supported by 13 dedicated charging stations positioned to enable long-distance duty cycles within industrial turnaround times. The Rhino 5538 EV is available with a 55 t Gross Combination Weight option and is designed for cement, coal and clinker transport. Its specifications include a 282 kWh lithium iron phosphate battery, a Permanent Magnet Synchronous Motor producing 280 kW and 2,000 Nm of torque, 18 per cent continuous gradeability and a 6-speed Automated Manual Transmission.

The vehicle has a stated range of 198 km under specified test conditions, with one side loaded and the other empty. It can charge from 20 to 100 per cent State of Charge in 60 minutes and is supported by more than 95 per cent assured uptime. Montra Electric and Wonder Cement said the deployment would assess electrification through payload capacity, turnaround performance and daily availability in live freight operations.

Montra Electric said the same operating model could support steel, mining, infrastructure and port haulage, where fixed routes and predictable turnaround windows are common. The company has more than 750 heavy-duty electric vehicles on Indian roads and has covered over 30 mn km across its deployments. Montra Electric operates as the clean mobility arm of the Murugappa Group, with businesses spanning heavy commercial vehicles, smaller commercial vehicles, three-wheelers and electric tractors.

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