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An effective sustainable development policy plays a positive influence on overall brand perception

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Jacob Mathew

Head – Image & Communication, Zuari Cement

While designing a campaign or planning a branding exercise, our top three priorities are identifying the communication objective, deciding the campaign message and optimum communication channel mix, and determining campaign effectiveness, says Jacob Mathew, Head-Image & Communication, Zuari Cement. Excerpts from the interview.

How important is it to create a separate brand image for a product like cement?

Cement being a commodity, it is very important to build a strong brand image. The truly differentiating factor in cement is only the brand. This is where an effective branding and marketing exercise plays a vital role.

What are the channels available for building a brand? Which of the medium do you find more effective?

Across industry, above the line (ATL), below the line (BTL) and through the line (TTL) methods are used for effective communication. We use an optimum mix of all these methods according to our requirement.

What suggestions do you have for smaller companies with tighter budgets trying to build a brand?

The primary step is to identify its attributes and promise the value offered by the brand. The USP tells your target market the compelling reason to buy a brand. Once the USP is identified, then you begin to build and communicate your brand aspects based on the same. Tighter budgets are not necessarily a constraint. We have been very successful in building our brand on shoestring budgets.

Which characteristic of your brand are you trying to highlight through advertisements?

Innovation and strength. Our TTL approach had a television commercial with the brand mascot, ´elephant´, performing flip flops on a trampoline, supported by a print and outdoor campaign depicting the mascot having a leisurely time, perched on various structures. The focus was to be innovative and creative in the communication strategy.

Do you feel green products appeal more to customers?

Yes. The modern day customers are aware of the environmental aspects, and are interested in products that have a green commitment.

Do rural and urban markets require different campaigning strategies?

The overall strategy would remain the same; however, the approach towards the market will differ as per the target group composition, which is different in different markets.

How do you look at celebrity endorsements? Does it bring more value to a product?

It is a highly subjective option. Personally I am not in favour of celebrity endorsements. However, if the brand is new and needs a credible vehicle to build confidence, this could be an option.

Apart from cement´s strength, what are the other factors important for consumers?

In the long term, trust vis-a-vis product quality and durability are the most important factors.

What would be the top three things that one must keep in mind while designing a campaign or planning a branding exercise?

The top three priorities are: identifying the communication objective, deciding the campaign message and optimum communication channel mix, and determining campaign effectiveness.

How does one evaluate the ROI of a branding exercise?

Our brand experience shows that there is a correlation between the investment and its impact on sales. Additionally, it creates higher recall and loyalty of the consumers towards the brand and adds to the ´premium´ effect of the brand. The payoff is a gradual reciprocation of the branding exercise.

Could you share examples of non-traditional methods adopted by you to promote your brand?

On Women´s Day, a radio campaign´Har ghar ka champion´ was one such initiative. The concept was to celebrate women in all aspects of life from our home to our neighbourhood, from history to the women of today; all of them who have shown strength. It was our simple effort to communicate and accolade these women, who have displayed great character and thoughts to become true champions and stand as a symbol of inspiration for other women and men at the same time.

The inherent strength that the cement impresses upon any structure is well-distinguished. On a similar note, to connect to the women of strength, ´Har ghar ka champion´ was a thoughtful project to aptly demonstrate the brand principles and ideologies.

How does CSR impact corporate branding?

An effective sustainable development policy does play a positive influence on overall brand perception.

How does incentivising dealers compare with spending on advertising?

Incentivising dealers and advertising spending goes hand-in-hand. A proper equilibrium is required in order to achieve your brand goals.

Please share percentage-wise breakup of your spending on promotional activities?

Generally BTL dominates our spend through specific connect programmes followed by ATL and TTL spends.

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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

Dalmia Bharat Acquires Jaiprakash Associates Cement Assets for ₹2,850 Crore

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Dalmia Cement executed a Business Transfer Agreement with Jaiprakash Associates and Adani Infra, to acquire 5.2 MnTPA of cement capacity across Madhya Pradesh and Uttar Pradesh.

Dalmia Cement (Bharat) announced on May 22, 2026 that it had signed a Business Transfer Agreement with Jaiprakash Associates Limited and Adani Infra (India) Limited for the acquisition of cement plants located at Rewa in Madhya Pradesh and Churk, Chunar and Sadwa in Uttar Pradesh. The deal was struck at an enterprise value of ₹2,850 crore and is expected to close within two weeks of execution.

The acquired assets from Jaiprakash Associates include 5.2 MnTPA of cement capacity and 3.3 MnTPA of clinker capacity. The package also covers 99 MW of thermal power capacity and railway sidings at Rewa, Chunar, and a common siding at Churk. This infrastructure gives the acquisition immediate operational utility beyond just production tonnage.

The transaction has a long backstory. Dalmia Cement had originally entered into a framework agreement with Jaiprakash Associates in December 2022, covering the sale of these business assets along with a long-term clinker supply arrangement. However, before the deal could be completed, Jaiprakash Associates was admitted to insolvency proceedings under the Insolvency and Bankruptcy Code. The earlier agreements could not be consummated as a result.

In an official statement, Puneet Dalmia, Managing Director & CEO, Dalmia Bharat, said, “I am very excited about addition of these assets in our portfolio. This serves as a great strategic fit for Dalmia. It helps us move forward in our journey to be a pan India player and provide a strong head start to serve the high potential markets in Central region. I am optimistic that the expansion potential of these assets along with close proximity with Dalmia’s captive mines will help us create a capacity hub for the future”.

Following the approval of Adani Group’s resolution plan for Jaiprakash Associates under the IBC framework, Dalmia approached the new management to revive discussions. The fresh Business Transfer Agreement was executed to settle all pending disputes, legal proceedings, and arbitration matters arising from the original framework agreement with Jaiprakash Associates.

Expanding market reach

Dalmia added, “Our familiarity with these assets under the earlier tolling arrangement gives us a deep understanding of the facilities and helps us establish strong connect with channel partners and vendors. We believe that this will help us in faster ramp up of capacities and quicker inroads into the market. As we look forward, I am very confident that we will be able to leverage the strengths of Dalmia to operate these assets in a manner where we can maximise value creation for all our stakeholders.”

With the addition of these plants, Dalmia Bharat’s total installed cement capacity will rise to 54.7 MnTPA upon consummation. The company has further expansion projects underway at Belgaum, Pune, and Kadapa, which are expected to take overall capacity to 66.7 MnTPA by Q2 to Q3 FY28.

The Central India location of the Jaiprakash Associates plants gives Dalmia Bharat faster access to markets in Madhya Pradesh and Uttar Pradesh than a greenfield build would have allowed. The company also cited debottlenecking and brownfield expansion as near-term opportunities at the acquired sites. Dalmia Bharat said the assets were expected to contribute positively to EBITDA and overall returns, given the pricing environment in the region and the company’s cost structure.

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