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We thought to introduce an innovative packing in the industry

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1. What has been your experience in marketing Bharathi as a brand? What are the challenges?

It was challenging to launch new brand in 2009. Whereas, we have so many established players like multi-nationals, national players, local players & regional players in the market. Since we are coming as a new producer, we have thought of bringing a best consumer accepted product and packing. We have taken 3 important steps to launch this viz. Technology, Superior Quality and Innovative packing.

2. Explain the role played by packaging of cement in brand building. How in your case you have packaged the product? Tell us your experience on different kind of packaging.

During 1980?? cement was sold as a commodity and various companies??were using jute bags initially. After some time, cement packing was partially converted with HDPE bags. There was lot of pilferage in Jute bags. While in HDPE bags pilferage has reduced to some extent.

We thought to introduce an innovative packing in the industry and we have found that PPL bags are used for cement packing in other countries. We decided to pack our cement in PPL, where we used this point as one of our branding slogan. Our branding slogan is ?? times better Bharathi Cement??-

1. German technology

2. Robotic quality control

3. Tamper Proof Packing.

Not only PPL bags, some parts of markets in Tamilnadu, Kerala and Maharashtra use Paper bags also. The Paper bag has also given an impression to customer as better type of packing and it is also tamper proof bags. At present PPL and Paper bags are very well accepted in many markets as a tamper proof packing.

3. As a part of backward integration Bharathi Cement has gone ahead with setting up a production unit for bag manufacturing, what is the philosophy? Do you supply any quantity to other cement companies?

Since we could not get PPL bags in India, we have gone to Austria to set up 6 crores PPL bags manufacturing unit of Star Linger technology. With this we are able to consume 50% to 60% of production for our captive units and balance to other cement companies also.

4. Provide us some information on PP laminated bags and its superiority. Is the unit able to satisfy your entire requirement of bags? What is the superiority of PP laminated bags? Explain in details.

PPL bags have Less pilferage, it cannot be adulterated, once opened it cannot be re-packed / stitched. Bags are tuned to box type which cannot be adulterated and they look striking.

5. One important factor of brand building is advertisement, what medium of advertisement you would suggest? What is the future trend? How do you compare different mediums of advertisement?

Some of the mediums of advertisement are Print, electronic, digital, outdoor like hoardings, wall paintings etc. All these different media will help in brand building. One of the cheapest mode is wall painting. In future, digital branding will prove as most effective communication as it has the ability to spread through various digital channels such as online ads, search engines social media, websites and online activations. So from time to time as per the needs of market we need to adopt different mediums of advertisement.

6. While journey to brand building is fairly long, you need to work with the ad agency with more openness and give them reasonable length of time to do new things? Please comment.

Yes, when you are building best brand, we need to have a reputed AD agency and we can openly implement based on customer feedbacks like long term perspective, network, logistics distribution system etc. Primary role of an Ad agency is the creation of an advertising and marketing plan specific to product and brand. Ad agencies work with our business objectives. They pull all this together to provide a creative and compelling campaign intended to engage the attention of potential customers and get them to buy our product. Ad agency employs its creative team to work on our brand art works and other designs and also produces TVC??. Initially we engaged South Indian Film Star Mr. Suriya as our brand ambassador to popularise product in the market and we produced many films with him which were telecasted accordingly.

As a reputed brand, we have implemented all these factors from inception itself and continue to follow till date.

(Give this in separate box at the bottom.)

About M. Ravinder Reddy, he has over 34 years of experience in cement industry, holds B.com (Hons.) and MBA (Marketing) degree. During his tenure at Priya cement, he had introduced HDPE packing by replacing Jute packing. He joined Bharathi Cement as a Whole-time Director in September 2008, and he heads the company?? sales and marketing operations. He has successfully launched the ??harathi Cement??in premium segment. He is recipient of many national and international awards. In addition, he is an elected Chairman of Cement, Clinkers and Asbestos Cement products panel of CAPEXIL and also Vice President of South India Cement Manufacturer?? Association.

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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

JK Lakshmi Advances LC3 Cement Expansion

Company highlights commercial production and research partnerships

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The meeting reviewed progress in limestone calcined clay cement (LC3) technology and its commercial adoption in India’s cement sector, focusing on low-carbon alternatives to conventional binders. JK Lakshmi Cement noted that limestone calcined clay cement can reduce carbon dioxide emissions by up to 40 per cent compared with conventional cement and said this reduction supports industry decarbonisation. The company highlighted that it was among the first two cement manufacturers in India to move LC3 into commercial production after the Bureau of Indian Standards approved the technology as a cement standard.

Vinita Singhania said the transition of LC3 from research to commercial production reflected collaboration between industry, academia and international institutions. Maya Tissafi acknowledged JK Lakshmi Cement’s role in advancing LC3 adoption in India and its contribution in taking the technology from laboratory trials to commercial implementation. Both representatives underlined the growing relevance of sustainable construction materials as India expands infrastructure and urban development.

The meeting explored continued collaboration with Swiss research institutions such as EPFL, EMPA and ETH Zurich alongside Indian academic partners and development organisations. JK Lakshmi Cement has been associated with the LC3 initiative since 2014 and worked with EPFL, IIT Delhi, IIT Madras, Development Alternatives and Technology and Action for Rural Advancement. The company conducted one of the earliest industrial trials of LC3 and recently announced commercial production of Green Pro LC3 cement from its Jaykaypuram plant in Rajasthan.

India remains the world’s second-largest cement producer and expansion of infrastructure, urbanisation and housing demand continue to support long-term sector growth, increasing interest in low-carbon technologies. The company reported an annual turnover of more than Rupees (Rs) 60 bn and current cement capacity of about 18 million (mn) tonnes (t) per annum, with a target of reaching 30 million (mn) tonnes (t) by 2030. Apart from grey cement, the company also makes ready-mix concrete, gypsum plaster, wall putty, primers, adhesives and fly ash blocks, and both sides concluded on the need for continued collaboration to develop sustainable construction solutions.

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