Connect with us

Concrete

We thought to introduce an innovative packing in the industry

Published

on

Shares

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.

Concrete

30-Day Traffic Diversion In Place For CC Road Works In Madhapur

Diversions in place from May 16 for cement concrete road works

Published

on

By

Shares

The Cyberabad Traffic Police issued a traffic advisory as road works begin for the laying of a cement concrete (CC) road from Jaya Shankar Statue to RRR Restaurant at Parvathnagar in Madhapur limits. The advisory indicated that traffic diversions will be in place for 30 days from May 16 to ensure the smooth flow of vehicles and to minimise congestion on the affected stretch. The measure aims to balance uninterrupted construction activity with the movement needs of commuters.

Traffic moving from Toddy Compound towards Parvathnagar village will be diverted at Parvathnagar junction towards Sunnam Cheruvu and the 100 feet road. Local motorists and public transport operators have been advised to follow the diversionary route as directed by traffic personnel on duty. Alternate routes and signage have been planned to mitigate delays and to manage peak hour congestion.

Police officials said the diversion had been planned to facilitate uninterrupted road works while maintaining traffic movement in the area. Commuters were urged to plan their travel accordingly and to cooperate with traffic staff managing the stretch. Authorities indicated that enforcement of diversions would be active and that violations could attract penalties.

The 30 day schedule is intended to allow contractors to complete the laying and curing phases with minimal interruption to vehicular flow. Residents and businesses in adjacent localities have been advised to factor the diversion into deliveries and travel plans. The traffic police promised continuous monitoring of the works and the operational diversions and emphasised that temporary inconvenience was necessary for longer term improvement of the road network. Traffic personnel will be stationed at key junctions and additional signage and temporary markings will be displayed to guide motorists and pedestrians through the revised alignments while public transport services will follow the diversion where feasible and operators have been asked to adjust timetables to minimise disruption.

Continue Reading

Concrete

HeidelbergCement India Receives Consent For Khandwa Grinding Unit

Consent granted by Madhya Pradesh Pollution Control Board

Published

on

By

Shares

HeidelbergCement India (HeidelbergCement India) has received regulatory consent to establish a cement blending and grinding unit at Village Dongaliya, Tehsil Punasa, District Khandwa in Madhya Pradesh. The consent was granted by the Madhya Pradesh Pollution Control Board under the Water (Prevention & Control of Pollution) Act, 1974 and the Air (Prevention & Control of Pollution) Act, 1981 and is dated 17 May 2026. The company disclosed the development in a filing made under Regulation 30 of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015.

The project plan envisages procurement of long term availability of fly ash and the allotment of land on lease for setting up the unit. The proposed facility is described as a blending and grinding installation which will process cementitious materials sourced from nearby operations and suppliers. Company filings state the measures required to secure raw material logistics and statutory compliance before commencing construction.

The addition of a grinding unit in Khandwa is intended to strengthen regional supply and improve logistical efficiency by reducing haulage distances for finished product. The unit is expected to complement existing capacities in central India and to offer flexibility in product mix through blending operations. The reliance on fly ash as a supplementary cementitious material will necessitate long term supply agreements with thermal power producers and coordination with waste utilisation policies.

The disclosure to the regulator and to the stock exchanges follows standard corporate governance practice and aims to keep investors apprised of capital expenditure initiatives. The company indicated that subsequent permits and clearances would be sought in accordance with applicable environmental and land use rules. The project is presented as part of HeidelbergCement India’s broader strategy to optimise capacity distribution and to respond to regional demand dynamics.

Continue Reading

Concrete

PROMECON introduces infrared-based tertiary air measurement system for cement kilns

Published

on

By

Shares

The new solution promisescontinuous, real-time tertiary air flow measurement in cement plant operations.

PROMECON GmbH has launched the McON IR Compact, an infrared-based measuring system designed to deliver continuous, real-time tertiary air flow measurement in cement plant operations. The system addresses the longstanding process control challenge of accurate tertiary air monitoring under extreme kiln conditions. It uses patented infrared time-of-flight measurement technology that operates without calibration or maintenance intervention.

Precise tertiary air measurement is a critical requirement for stable rotary kiln operation. The McON IR Compact is engineered to function reliably at temperatures up to 1,200°C and in the presence of abrasive clinker dust. Its vector-based digital measurement architecture ensures that readings remain unaffected by swirl, dust deposits or drift. Due to these conditions conventional measurement systems in pyroprocess environments are often compromised.

The system is fully non-intrusive and requires no K-factors, recalibration or periodic readjustment, enabling years of uninterrupted operation. This design directly supports plant availability and reduces the maintenance overhead typically associated with process instrumentation in high-temperature zones.

PROMECON has deployed the McON IR Compact at multiple cement facilities, including Warta Cement in Poland. Plant operators report that the system has aided in identifying blockages, optimising purging cycles for gas burners, and supplying accurate flow data for AI-based process optimisation programmes. The practical outcomes include more stable kiln operation, improved process control, and earlier detection of process disturbances.

On the energy side, real-time tertiary air data enables reduction in induced draft fan load and helps flatten process oscillations across the pyroprocess. This translates to lower fuel and energy consumption, fewer unplanned shutdowns, and a measurable reduction in NOx peaks. This directly reflects on the downstream cost implications for plants operating SCR or SNCR systems for emissions compliance.

Continue Reading

Video Thumbnail
â–¶

    SIGN-UP FOR OUR GENERAL NEWSLETTER


    Trending News

    SUBSCRIBE TO THE NEWSLETTER

     

    Don't miss out on valuable insights and opportunities to connect with like minded professionals.

     


      This will close in 0 seconds