Concrete

We thought to introduce an innovative packing in the industry

Published

5 years ago

July 1, 2021

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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.

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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.

Concrete

Dhanekula Institute Signs MoU with Adani Cement

Agreement to expand internships, industrial visits and practical learning

Published

2 days ago

November 5, 2026

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The Department of Civil Engineering at Dhanekula Institute of Engineering & Technology, Ganguru, organised an industrial interaction programme under the Adani FutureX Programme on Thursday. The programme focused on strengthening engagement between the institute and the cement industry while giving students greater exposure to professional practices.

Yedukondalu, technical head for Andhra Pradesh and Telangana at Adani Cement, delivered a technical lecture on concrete as a man-made material. The session covered the importance of concrete in construction, its properties and applications, and its significance in modern infrastructure development.

The lecture also addressed the role of quality cement and suitable concrete technology in supporting durable and sustainable construction. The discussion connected classroom learning with the technical considerations involved in infrastructure projects and construction practices.

A key part of the programme was the signing of a memorandum of understanding (MoU) between the Department of Civil Engineering and Adani Cement under the Adani FutureX Partnership Agreement. The agreement is intended to strengthen industry-academia collaboration through opportunities for student internships and industrial visits.

The initiative is expected to provide students with practical exposure, improve their understanding of industrial practices and help bridge the gap between theoretical knowledge and real-world applications. Dhanekula Institute Chairman Dhanekula Ravindranath Tagore, Secretary Dhanekula Venkata Bhavani Prasad and Director DKRK Ravi Prasad supported the initiative, with the institute leadership highlighting the importance of industry-institution interaction in enhancing students’ technical employability.

Concrete

JK Lakshmi Cement Begins Rs. 110 bn Assam Plant Project

Project Kamakshi will produce 2.5 mn t of cement annually by FY2029.

Published

2 days ago

November 5, 2026

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JK Lakshmi Cement has laid the foundation stone for Project Kamakshi, its first integrated cement manufacturing facility in Assam, marking the company’s entry into Northeast India. The groundbreaking ceremony took place at Umrangso village in Dima Hasao district in the presence of Assam Chief Minister Himanta Biswa Sarma.

The project involves an investment of Rs. 110 bn, including the mining lease. It will have annual cement production capacity of 2.5 mn t and a 1 mn t clinkerisation unit, with completion scheduled for FY2029.

The facility is expected to create more than 2,000 jobs and will primarily serve the growing Northeast market. It will also include dedicated railway sidings for transporting raw materials and finished cement, supporting supply chain reliability and regional distribution.

Chairperson and Managing Director Vinita Singhania said the project represented the beginning of a long-term relationship with Assam and the wider Northeast. She said the plant would help provide locally produced cement, employment and dependable supplies as the region’s infrastructure development accelerated, while enabling the company to grow alongside the communities it serves.

The investment supports JK Lakshmi Cement’s strategy of expanding into high-growth markets beyond its established presence in Northern, Western and Eastern India. The company expects the project to contribute to regional economic development and infrastructure growth while pursuing its long-term objective of achieving net-zero emissions by 2047.

Concrete

Kshatriya Engineering College Signs MoU with Adani Cement

Agreement to provide students with industrial exposure and training

Published

2 days ago

November 5, 2026

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The civil engineering department of Kshatriya Engineering College in Nizamabad has signed a memorandum of understanding (MoU) with Adani Cement to provide students with industry-oriented training and practical exposure. The agreement is intended to connect classroom learning with workplace requirements in the construction sector.

Under the partnership, students will receive opportunities to take part in industrial visits and internships. The arrangement will also include guest lectures by industry experts and guidance on live projects, allowing students to gain first-hand understanding of industry practices and emerging construction technologies.

College secretary and correspondent Aljapur Devender said the initiative was designed to bridge the gap between academic instruction and industry expectations. He said the collaboration would help students develop practical skills and improve their employment prospects after completing their studies.

Principal Dr Katakam Srinivas said exposure to industrial practices was important for civil engineering students and would complement their academic learning. He said the MoU would support the development of their technical knowledge and confidence through greater familiarity with professional work environments.

Administrative officer B. Narender said the collaboration would familiarise students with modern construction technologies, quality standards and project management practices. Civil engineering department head N. Deepika said the agreement would help students understand recent developments in the construction sector and prepare for professional careers. The college said the partnership would give learners a broader view of the processes and standards followed in the industry, while helping them relate their academic studies to practical project requirements.