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

Cement Prices Likely to Rise Rs. 10-15 per Bag from Mid-October

Input costs and steady demand may drive cement price increases

Published

13 hours ago

October 14, 2026

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Cement manufacturers in India are likely to raise prices by Rs. 10-15 per bag from mid-October, as they seek to offset persistent increases in power and fuel costs. Emkay Research said its channel checks indicated a high probability of an increase from October 12, supported by the start of the busy construction season and favourable demand-supply conditions.

The sector had implemented similar rate adjustments of Rs. 10-15 per bag during the first quarter, but the increases were insufficient to cover higher operating costs. Prices also softened during July and August because of the monsoon, widening the gap between realisations and input expenses. Delayed plant expansion programmes have pushed clinker utilisation rates towards 79 per cent by FY28, helping to balance market fundamentals.

Emkay Research said steady volume offtake was supporting cement consumption, with non-trade demand driving activity across regional markets. Industry volumes are expected to grow by 7-8 per cent year on year during the first half of FY27, while demand momentum is projected to remain firm over the following 18 months. The outlook includes the busy construction season in the second half of FY27 and infrastructure activity linked to general elections in the first half of calendar year 2029.

The brokerage expects overall cement demand to record a compound annual growth rate of about 7 per cent between FY26 and FY28. However, elevated operating expenses are likely to continue weighing on profitability. Input costs have risen by Rs. 300-400 per t over the past six to seven months, with the full impact expected to become visible in second-quarter earnings and remain persistent through the second half of FY27.

Spot prices for petcoke and imported coal are approximately 20 per cent and 16 per cent above their second-quarter averages, at USD 175 per t and USD 150 per t, respectively. Packing costs have also increased, with polypropylene granule prices rising above Rs. 135 per kg. Emkay Research estimated that second-quarter earnings could decline by Rs. 200-250 per t sequentially because of higher fuel bills and negative operating leverage, and said the sector requires sustained price increases of about Rs. 10 per bag to offset cost inflation.

Concrete

Nuvoco Marks 10 Years, Targets 35 MMTPA Capacity by FY28

Nuvoco celebrates a decade of growth, targeting 35 MMTPA cement capacity by FY28.

Published

2 days ago

October 13, 2026

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Nuvoco Vistas Corporation Limited is celebrating a decade of operations under the theme ‘Dus Saal Bemisaal’, highlighting its expansion in India’s building materials sector. The company has grown from a single cement manufacturing facility into a diversified organisation operating across cement, ready-mix concrete (RMC) and modern building materials.

The company’s journey began in 2014 when its parent, Nirma Group, commissioned a 2 million metric tonnes per annum (MMTPA) greenfield cement plant at Nimbol, Rajasthan. A major milestone followed in October 2016 with the acquisition of Lafarge India, significantly expanding its manufacturing footprint.

Nuvoco strengthened its market presence through the acquisition of Emami Cement, now NU Vista Limited, in 2020, followed by its public listing in 2021. In April 2025, the company added Vadraj Cement to its portfolio, strengthening its presence in western India.

Nuvoco has an operating cement capacity of 27 MMTPA and 14 manufacturing units, including the Kutch and Sachana facilities in Gujarat, which are in advanced stages of completion. It also operates 58 ready-mix concrete plants across India and offers a range of modern building materials.

The company aims to increase its cement capacity to 35 MMTPA by FY2027-28, representing approximately 15-fold growth over the decade.

Reflecting on the milestone, Hiren Patel, Chairman, Nuvoco Vistas Corporation Limited, said, “From our beginnings at Nimbol to the organisation we are today, every milestone has added a new chapter to Nuvoco’s journey and strengthened our belief in building for the long term.”

The company continues to focus on capacity expansion, operational efficiency, innovation and sustainability while strengthening its position in India’s construction materials market.

Concrete

J&K Government Notifies City Gas Distribution Policy

Policy targets PNG and CNG expansion across all 20 districts

Published

2 days ago

October 13, 2026

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Jammu and Kashmir government has notified the City Gas Distribution (CGD) Policy, 2026, following its approval by the Council of Ministers headed by Chief Minister Omar Abdullah. The policy sets out a phased framework for expanding Piped Natural Gas (PNG) and Compressed Natural Gas (CNG) access for households, businesses, industries and the transport sector across the Union Territory.

CGD networks will be expanded in phases across all 20 districts, with the aim of bringing reliable natural gas closer to consumers and supporting a gradual shift from conventional fuels. The government said the policy is designed to improve energy access while creating an investor-friendly and time-bound environment for gas distribution projects.

The policy provides for single-window and time-bound clearances, streamlined procedures for setting up CNG stations and standardised norms for the Right of Way. These measures are intended to reduce procedural delays, simplify project implementation and facilitate investment in natural gas infrastructure.

It also prioritises gas connectivity for major industrial estates, including those in Kathua, Samba and Pulwama. Improved access to natural gas is expected to support industrial activity, enhance energy efficiency and help businesses manage fuel costs, while strengthening their competitiveness and encouraging investment in the clean-energy sector.

The policy is also expected to create opportunities for local employment, apprenticeships and skill development in the construction, operation and maintenance of gas distribution networks and related services. Abdullah described the measure as an important step towards cleaner growth, sustainable development and a modern energy ecosystem in Jammu and Kashmir, saying it would expand reliable energy access and support industry and investment.