Economy & Market
Brand matters
Published
4 years agoon
By
admin
India is witnessing a glut of brands in the cement industry. In this scenario, it is important to be a recognised brand and have a fair voice. With a sizeable increase in multi-brand outlets, branding is gradually emerging as a powerful tool that can drive sales. ICR tracks the trends in branding.
Branding speaks volumes about the quality of a product. It builds credibility for a product. A brand with top of mind recall will have a competitive edge. As the competition space has drastically changed with the entry of global players in the cement industry, innovative branding and marketing exercise has become an imperative. No wonder, many major cement companies have started aligning their selling strategies with branding campaigns and celebrity endorsements with a clear cut objective of not only differentiating the product, but rather creating different sets of values. They too have realised that in order to retain customer loyalty, they need to create their distinct brand identity.
Media plays a very pivotal role in building a brand image. It has to be structured properly to suit the marketing goal. It should depend on targeted geography, the quantum of product to be sold, the target customers and the budget. ´Brand plays an important role,´ says Ashutosh Rampal, VP-Marketing, KJS Cement. According to him, branding has a bearing on the buying patterns of a customer depending on the psychographic matrix that guides customers to pick up a product in a particular geographical area. He says, ´Not all customers in all regions buy the product in the same way. For example: In Delhi, people want a product that is easily available and reasonably reliable. They like to make a call and order the material to the site overnight. Availability is the deciding factor here, so logistics efficiency alone can make your brand in metros. On the other hand, in Uttar Pradesh, customers prefer a well reputed product that has high visibility in the market. Brand plays an important role, price is not a big factor. This need become even more acute in Bihar, where the price gap between the ´A´ category and the ´B´ category product is around Rs 40-50 per bag. Institutional segment, on the other hand, is totally different, where most customer decisions are driven by price tag which matters a lot to customers here. Brand value is of lesser importance.´
Siraj-ul-Hassan, Proprietor of a Delhi-based Peringhat Agencies, has same view as of Rampal. According to him, pricing plays an important role in driving sales volume. He says, ´For a product to pick up, the quality should be good. Even the cost should be reasonable. JSW´s product pricing is very competitive and has become hot favourite for several customers. On the other hand, another well-known company had launched a similar product around the same time. But they classified their product as a ´A´ class material and priced it a bit higher than other brands. Their product has not picked up well in the market.´
Says Jacob Mathew, Head-Image & Communication, Zuari 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.´
Kerala-based businessman Pawan Khandelwal, Proprietor of Khandelwal Steel & Timber, had this to say. ´We feel that advertisement definitely helps boost sales. Many of our customers are brand conscious and ask for a specific product only. Apart from regular advertising, efforts of sales executive also come into play for promoting a particular brand. Often the company´s sales executive helps us in getting sales lead and closing it. If the brand is reputed then the customers are ready to shell out even more. They know that they are buying a product for longer life and trouble-free operation. Cement and steel is no different. This is the time when we should transcend from the commoditised selling of cement to brand selling.´
Different channels
According to HL Jain, Advisor-Marketing & Sales, Hi-Bond Cement (India), televisions and radios are better channels for promoting a brand. He says ´The choice of media depends on the size of market that you want to capture and also on the production capacity of the company. For a plant with a capacity of more than 2 mt per year, all the available channels become important. Looking at wide reach and the involved costs, I feel that television and radio are better channels for brand propagation than newspapers.´
Says Rampal, ´Branding is very important in today´s market where customers are so brand conscious. Initially it requires some investment, but the pay offs are really good. A branded product draws a premium of Rs 30-40 more than other generic products on the shelf.´ He further adds, ´The inherent objective of a branding exercise is creation of strong trust in the psyche of customers. So the channel or the means resorted to for branding must be able to do that. Today, there are several options available for mass communication such as televisions, press, outdoor hoardings, etc. But they have limited utility helping to develop a strong one-to-one relationship.´
From time to time most of the players in the industry also organise engineers´ meets, contactors´ meets and masons´ meet that is targeted for product sale. These meets share technical presentations that educate these professionals about the characteristics of their product. Says RK Tak, Chairman, Cement Corporation of India, ´Today the sector is driven largely by retail players. And so advertising and brand building plays an important role in market development´ He adds,´ We have also initiated interactions with villagers in the rural market through ´Choupals´ and ´Panchayats.´ Dealers and masons meet are another aspect that we have explored to develop our network.
Creating USPs
From a product´s characteristic-specific branding to concepts like ´enduring relations´, ´trust´ and ´reliability´; from the so-called dry commercials to humorous TVCs, from stagnant frames to animated 3D frames; and from general concepts to niche concepts like green and sustainable development, branding in cement industry has come a long way.
Branding based on the different characteristics of a product is nothing new in the market. In the cement industry, two of the most focused USPs are strength and durability. Strength as a quality still dominates the consumers´ psyche, whereas durability as a concept is a bit abstract, which found its expression in branding as ´enduring relation´. Ambuja Cement has always projected ´strength´ as its major USP. Vivek Deshpande, Joint President – Brands & Marketing Strategies, Ambuja Cement says, ´It is the result of our extensive consumer research campaign; across segments, strength is perceived and has emerged as the most important attribute of cement.´ According to Deshpande the cement industry, where the supply is more than the demand and the competition is too intense in the prevailing scenario, only brands can help survive.
However, Gujarat-based Kalyanpur Cement brought out-of-the-box concept of ´freshness´ as a major USP with its promo of ´garma garam´ cement. Says Faisal Alam, President-Sales & Marketing, Kalyanpur Cement, ´Freshness of cement is technically a very important feature. Customers always prefer to buy the freshest cement available to them. Our plant is very close to the market where we deliver our product. Our material is delivered so fresh that it is hot when it reaches many destinations. We are highlighting this characteristic of cement.´
Alam adds, ´However, creating a USP is also becoming more challenging as the quality perception varies from brand to brand, application to application, and at times, from customer to customer. The requirement of a precast or a prefabricated product, customer is different from construction contractors, or from an individual buyer. Here the success lies in creating a proper connect with the customer to increase brand recall supported by good visibility. A good brand has a strong consumer pull and gains the acceptance of the trade as he needs to put in less effort in selling the same. A powerful brand increases customer loyalty and also gets recommended to others. The brand becomes the preferred brand resulting in increase in sales volume. This combined with the premium helps in an increase in turnover.´
Celebrity endorsement
As a part of their marketing strategy, cement companies have roped in various celebrities as brand ambassadors. It makes sense for a celebrity to endorse a cement brand when it is new in a particular market and needs a credible vehicle to build confidence in the minds of consumers and channel partners. Celebrity endorsement does have its merits and it does affect the brand value of the product. However, this channel is very costly and must be sought only for brands that need to be sold in huge volumes in widespread markets comprising of at least 5-7 states. Says Rampal, ´Celebrities like Amitabh Bachchan, MS Dhoni and Sachin Tendulkar evoke feelings of comfort, reliability, dependability of long-term performance. When a product is endorsed by a celebrity like him, the customers [naturally] associate his characteristic to the product. But while selecting a celebrity, one thing must be kept in mind is that the celebrity must not be involved in any kind of controversy. When a celebrity gets a bad publicity, the brand represented by him/her also gets affected [to some extent].´
Green note
Today, there is greater focus not only on optimising fuel/energy efficiency during various processes of cement manufacturing, storage and its distribution, but also there is renewed focus on making the cement industry greener and more sustainable. But has this concept of ´green and sustainable´ ever got the due recognition in branding exercises? When ICR spoke to most of the experts, their reactions were somewhat negative. Says Jain of Hi-Bond Cement, ´It is not more than a mere slogan for consumers today and they don´t bother much about it. They are more concerned about the price, the quality and the availability of the product. This awareness must be developed and the responsibility of creating it is on the entire industry as well as on the government.´ Alam says, ´Most people do not know the meaning of green, while a sizeable chunk who do know about it, do not even care as it is not immediately affecting their lives. However, I think, the government can make a huge difference by backing such valuable issues.´
Rampal sums up. ´Every company wants to move up the brand ladder, but it also faces pressures of maintaining cash flows, getting money from the market, etc. In such situations, branding exercise gets sidelined. It is very important to stay focused in such situations and have patience. One must realise that branding pays, and pays well and it is worth the efforts. Branding is like building character. It takes long term effort and is tested over a period of time.´
Branding Pays
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Concrete
Refractory demands in our kiln have changed
Published
18 hours agoon
February 20, 2026By
admin
Radha Singh, Senior Manager (P&Q), Shree Digvijay Cement, points out why performance, predictability and life-cycle value now matter more than routine replacement in cement kilns.
As Indian cement plants push for higher throughput, increased alternative fuel usage and tighter shutdown cycles, refractory performance in kilns and pyro-processing systems is under growing pressure. In this interview, Radha Singh, Senior Manager (P&Q), Shree Digvijay Cement, shares how refractory demands have evolved on the ground and how smarter digital monitoring is improving kiln stability, uptime and clinker quality.
How have refractory demands changed in your kiln and pyro-processing line over the last five years?
Over the last five years, refractory demands in our kiln and pyro line have changed. Earlier, the focus was mostly on standard grades and routine shutdown-based replacement. But now, because of higher production loads, more alternative fuels and raw materials (AFR) usage and greater temperature variation, the expectation from refractory has increased.
In our own case, the current kiln refractory has already completed around 1.5 years, which itself shows how much more we now rely on materials that can handle thermal shock, alkali attack and coating fluctuations. We have moved towards more stable, high-performance linings so that we don’t have to enter the kiln frequently for repairs.
Overall, the shift has been from just ‘installation and run’ to selecting refractories that give longer life, better coating behaviour and more predictable performance under tougher operating conditions.
What are the biggest refractory challenges in the preheater, calciner and cooler zones?
• Preheater: Coating instability, chloride/sulphur cycles and brick erosion.
• Calciner: AFR firing, thermal shock and alkali infiltration.
• Cooler: Severe abrasion, red-river formation and mechanical stress on linings.
Overall, the biggest challenge is maintaining lining stability under highly variable operating conditions.
How do you evaluate and select refractory partners for long-term performance?
In real plant conditions, we don’t select a refractory partner just by looking at price. First, we see their past performance in similar kilns and whether their material has actually survived our operating conditions. We also check how strong their technical support is during shutdowns, because installation quality matters as much as the material itself.
Another key point is how quickly they respond during breakdowns or hot spots. A good partner should be available on short notice. We also look at their failure analysis capability, whether they can explain why a lining failed and suggest improvements.
On top of this, we review the life they delivered in the last few campaigns, their supply reliability and their willingness to offer plant-specific custom solutions instead of generic grades. Only a partner who supports us throughout the life cycle, which includes selection, installation, monitoring and post-failure analysis, fits our long-term requirement.
Can you share a recent example where better refractory selection improved uptime or clinker quality?
Recently, we upgraded to a high-abrasion basic brick at the kiln outlet. Earlier we had frequent chipping and coating loss. With the new lining, thermal stability improved and the coating became much more stable. As a result, our shutdown interval increased and clinker quality remained more consistent. It had a direct impact on our uptime.
How is increased AFR use affecting refractory behaviour?
Increased AFR use is definitely putting more stress on the refractory. The biggest issue we see daily is the rise in chlorine, alkalis and volatiles, which directly attack the lining, especially in the calciner and kiln inlet. AFR firing is also not as stable as conventional fuel, so we face frequent temperature fluctuations, which cause more thermal shock and small cracks in the lining.
Another real problem is coating instability. Some days the coating builds too fast, other days it suddenly drops, and both conditions impact refractory life. We also notice more dust circulation and buildup inside the calciner whenever the AFR mix changes, which again increases erosion.
Because of these practical issues, we have started relying more on alkali-resistant, low-porosity and better thermal shock–resistant materials to handle the additional stress coming from AFR.
What role does digital monitoring or thermal profiling play in your refractory strategy?
Digital tools like kiln shell scanners, IR imaging and thermal profiling help us detect weakening areas much earlier. This reduces unplanned shutdowns, helps identify hotspots accurately and allows us to replace only the critical sections. Overall, our maintenance has shifted from reactive to predictive, improving lining life significantly.
How do you balance cost, durability and installation speed during refractory shutdowns?
We focus on three points:
• Material quality that suits our thermal profile and chemistry.
• Installation speed, in fast turnarounds, we prefer monolithic.
• Life-cycle cost—the cheapest material is not the most economical. We look at durability, future downtime and total cost of ownership.
This balance ensures reliable performance without unnecessary expenditure.
What refractory or pyro-processing innovations could transform Indian cement operations?
Some promising developments include:
• High-performance, low-porosity and nano-bonded refractories
• Precast modular linings to drastically reduce shutdown time
• AI-driven kiln thermal analytics
• Advanced coating management solutions
• More AFR-compatible refractory mixes
These innovations can significantly improve kiln stability, efficiency and maintenance planning across the industry.
Concrete
Digital supply chain visibility is critical
Published
19 hours agoon
February 20, 2026By
admin
MSR Kali Prasad, Chief Digital and Information Officer, Shree Cement, discusses how data, discipline and scale are turning Industry 4.0 into everyday business reality.
Over the past five years, digitalisation in Indian cement manufacturing has moved decisively beyond experimentation. Today, it is a strategic lever for cost control, operational resilience and sustainability. In this interview, MSR Kali Prasad, Chief Digital and Information Officer, Shree Cement, explains how integrated digital foundations, advanced analytics and real-time visibility are helping deliver measurable business outcomes.
How has digitalisation moved from pilot projects to core strategy in Indian cement manufacturing over the past five years?
Digitalisation in Indian cement has evolved from isolated pilot initiatives into a core business strategy because outcomes are now measurable, repeatable and scalable. The key shift has been the move away from standalone solutions toward an integrated digital foundation built on standardised processes, governed data and enterprise platforms that can be deployed consistently across plants and functions.
At Shree Cement, this transition has been very pragmatic. The early phase focused on visibility through dashboards, reporting, and digitisation of critical workflows. Over time, this has progressed into enterprise-level analytics and decision support across manufacturing and the supply chain,
with clear outcomes in cost optimisation, margin protection and revenue improvement through enhanced customer experience.
Equally important, digital is no longer the responsibility of a single function. It is embedded into day-to-day operations across planning, production, maintenance, despatch and customer servicing, supported by enterprise systems, Industrial Internet of Things (IIoT) data platforms, and a structured approach to change management.
Which digital interventions are delivering the highest ROI across mining, production and logistics today?
In a capital- and cost-intensive sector like cement, the highest returns come from digital interventions that directly reduce unit costs or unlock latent capacity without significant capex.
Supply chain and planning (advanced analytics): Tools for demand forecasting, S&OP, network optimisation and scheduling deliver strong returns by lowering logistics costs, improving service levels, and aligning production with demand in a fragmented and regionally diverse market.
Mining (fleet and productivity analytics): Data-led mine planning, fleet analytics, despatch discipline, and idle-time reduction improve fuel efficiency and equipment utilisation, generating meaningful savings in a cost-heavy operation.
Manufacturing (APC and process analytics): Advanced Process Control, mill optimisation, and variability reduction improve thermal and electrical efficiency, stabilise quality and reduce rework and unplanned stoppages.
Customer experience and revenue enablement (digital platforms): Dealer and retailer apps, order visibility and digitally enabled technical services improve ease of doing business and responsiveness. We are also empowering channel partners with transparent, real-time information on schemes, including eligibility, utilisation status and actionable recommendations, which improves channel satisfaction and market execution while supporting revenue growth.
Overall, while Artificial Intelligence (AI) and IIoT are powerful enablers, it is advanced analytics anchored in strong processes that typically delivers the fastest and most reliable ROI.
How is real-time data helping plants shift from reactive maintenance to predictive and prescriptive operations?
Real-time and near real-time data is driving a more proactive and disciplined maintenance culture, beginning with visibility and progressively moving toward prediction and prescription.
At Shree Cement, we have implemented a robust SAP Plant Maintenance framework to standardise maintenance workflows. This is complemented by IIoT-driven condition monitoring, ensuring consistent capture of equipment health indicators such as vibration, temperature, load, operating patterns and alarms.
Real-time visibility enables early detection of abnormal conditions, allowing teams to intervene before failures occur. As data quality improves and failure histories become structured, predictive models can anticipate likely failure modes and recommend timely interventions, improving MTBF and reducing downtime. Over time, these insights will evolve into prescriptive actions, including spares readiness, maintenance scheduling, and operating parameter adjustments, enabling reliability optimisation with minimal disruption.
A critical success factor is adoption. Predictive insights deliver value only when they are embedded into daily workflows, roles and accountability structures. Without this, they remain insights without action.
In a cost-sensitive market like India, how do cement companies balance digital investment with price competitiveness?
In India’s intensely competitive cement market, digital investments must be tightly linked to tangible business outcomes, particularly cost reduction, service improvement, and faster decision-making.
This balance is achieved by prioritising high-impact use cases such as planning efficiency, logistics optimisation, asset reliability, and process stability, all of which typically deliver quick payback. Equally important is building scalable and governed digital foundations that reduce the marginal cost of rolling out new use cases across plants.
Digitally enabled order management, live despatch visibility, and channel partner platforms also improve customer centricity while controlling cost-to-serve, allowing service levels to improve without proportionate increases in headcount or overheads.
In essence, the most effective digital investments do not add cost. They protect margins by reducing variability, improving planning accuracy, and strengthening execution discipline.
How is digitalisation enabling measurable reductions in energy consumption, emissions, and overall carbon footprint?
Digitalisation plays a pivotal role in improving energy efficiency, reducing emissions and lowering overall carbon intensity.
Real-time monitoring and analytics enable near real-time tracking of energy consumption and critical operating parameters, allowing inefficiencies to be identified quickly and corrective actions to be implemented. Centralised data consolidation across plants enables benchmarking, accelerates best-practice adoption, and drives consistent improvements in energy performance.
Improved asset reliability through predictive maintenance reduces unplanned downtime and process instability, directly lowering energy losses. Digital platforms also support more effective planning and control of renewable energy sources and waste heat recovery systems, reducing dependence on fossil fuels.
Most importantly, digitalisation enables sustainability progress to be tracked with greater accuracy and consistency, supporting long-term ESG commitments.
What role does digital supply chain visibility play in managing demand volatility and regional market dynamics in India?
Digital supply chain visibility is critical in India, where demand is highly regional, seasonality is pronounced, and logistics constraints can shift rapidly.
At Shree Cement, planning operates across multiple horizons. Annual planning focuses on capacity, network footprint and medium-term demand. Monthly S&OP aligns demand, production and logistics, while daily scheduling drives execution-level decisions on despatch, sourcing and prioritisation.
As digital maturity increases, this structure is being augmented by central command-and-control capabilities that manage exceptions such as plant constraints, demand spikes, route disruptions and order prioritisation. Planning is also shifting from aggregated averages to granular, cost-to-serve and exception-based decision-making, improving responsiveness, lowering logistics costs and strengthening service reliability.
How prepared is the current workforce for Industry 4.0, and what reskilling strategies are proving most effective?
Workforce preparedness for Industry 4.0 is improving, though the primary challenge lies in scaling capabilities consistently across diverse roles.
The most effective approach is to define capability requirements by role and tailor enablement accordingly. Senior leadership focuses on digital literacy for governance, investment prioritisation, and value tracking. Middle management is enabled to use analytics for execution discipline and adoption. Frontline sales and service teams benefit from
mobile-first tools and KPI-driven workflows, while shop-floor and plant teams focus on data-driven operations, APC usage, maintenance discipline, safety and quality routines.
Personalised, role-based learning paths, supported by on-ground champions and a clear articulation of practical benefits, drive adoption far more effectively than generic training programmes.
Which emerging digital technologies will fundamentally reshape cement manufacturing in the next decade?
AI and GenAI are expected to have the most significant impact, particularly when combined with connected operations and disciplined processes.
Key technologies likely to reshape the sector include GenAI and agentic AI for faster root-cause analysis, knowledge access, and standardisation of best practices; industrial foundation models that learn patterns across large sensor datasets; digital twins that allow simulation of process changes before implementation; and increasingly autonomous control systems that integrate sensors, AI, and APC to maintain stability with minimal manual intervention.
Over time, this will enable more centralised monitoring and management of plant operations, supported by strong processes, training and capability-building.
Concrete
Cement Additives for Improved Grinding Efficiency
Published
19 hours agoon
February 20, 2026By
admin
Shreesh A Khadilkar discusses how advanced additive formulations allow customised, high-performance and niche cements—offering benefits while supporting blended cements and long-term cost and carbon reduction.
Cement additives are chemicals (inorganic and organic) added in small amounts (0.01 per cent to 0.2 per cent by weight) during cement grinding. Their main job? Reduce agglomeration, prevent pack-set, and keep the mill running smoother. Thus, these additions primarily improve, mill thru-puts, achieve lower clinker factor in blended cements PPC/PSC/PCC. Additionally, these additives improve concrete performance of cements or even for specific special premium cements with special USPs like lower setting times or for reduced water permeability in the resultant cement mortars and concrete (water repellent /permeation resistant cements), corrosion resistance etc.
The cement additives are materials which could be further differentiated as:
Grinding aids:
• Bottlenecks in cement grinding capacity, such materials can enhance throughputs
• Low specific electrical energy consumption during cement grinding
• Reduce “Pack set” problem and improve powder flowability
Quality improvers:
• Opportunity for further clinker factor reduction
• Solution for delayed cement setting or strength development issues at early or later ages.
Others: materials which are used for specific special cements with niche properties as discussed in the subsequent pages.
When cement additives are used as grinding aids or quality improvers, in general the additives reduce the inter-particle forces; reduce coating over grinding media and mill internals. Due to creation of like charges on cement particles, there is decreased agglomeration, much improved flowability, higher generation of fines better dispersion of particles in separator feed and reduction of mill filling level (decrease of residence time). However, in VRM grinding; actions need to be taken to have stable bed formation on the table.
It has been reported in literature and also substantiated by a number of detailed evaluations of different cement additive formulations in market, that the cement additive formulations are a combination of different chemical compounds, typically composed of:
- Accelerator/s for the hydration reaction of cements which are dependent on the acceleration effect desired in mortar compressive strengths at early or later ages, the choice of the materials is also dependent on clinker quality and blending components (flyash / slag) or a mix of both.
- Water reducer / workability / wet-ability enhancer, which would show impact on the resultant cement mortars and concrete. Some of the compounds (retarders) like polysaccharide derivatives, gluconates etc., show an initial retarding action towards hydration which result in reducing the water requirements for the cements thus act as water reducers, or it could be some appropriate polymeric molecules which show improved wet-ability and reduce water demand. These are selected based on the mineral component and type of cements (PPC/PSC /PCC).
- Grinding aids: Compounds that work as Grinding Aid i.e. which would enhance Mill thru-put on one hand as well as would increase the early strengths due to the higher fines generation/ or activation of cement components. These compounds could be like alkanol-amines such as TIPA, DEIPA, TEA etc. or could be compounds like glycols and other poly-ols, depending on whether it is OPC or PPC or PSC or PCC manufacture.
Mechanism of action — Step By Step—
- Reduce Agglomeration, Cement particles get electrostatically charged during grinding, stick together, form “flocs”, block mill efficiency, waste energy. Grinding aid molecules adsorb onto particle surfaces, neutralise charge, prevent re-agglomeration.
- Improve Powder Flowability, Adsorbed molecules create a lubricating layer, particles slide past each other easier, better mill throughput, less “dead zone” buildup.
Also reduces caking on mill liners, diaphragms, and separator screens, less downtime for cleaning. - Enhance Grinding Efficiency (Finer Product Faster), By preventing agglomeration, particles stay dispersed more surface area exposed to grinding media, finer grind achieved with same energy input, Or: same fineness achieved with less energy, huge savings.
Example:
• Without aid ? 3500 cm²/g Blaine needs 40 kWh/ton
• With use of optimum grinding aid same fineness at 32 kWh/ton 20 per cent energy savings - Reduce Pack Set and Silo Caking Grinding aids (GA) inhibit hydration of free lime (CaO) during storage prevents premature hardening or “pack set” in silos. especially critical in humid climates or with high free lime clinker.
It may be stated here that Overdosing of GA can cause: – Foaming in mill (especially with glycols) reduces grinding efficiency, retardation of cement setting (especially with amines/acids), odor issues (in indoor mills) – Corrosion of mill components (if acidic aids used improperly)
The best practice to optimise use of GA is Start with 0.02 per cent to 0.05 per cent dosage test fineness, flow, and set time adjust up/down. Due to static charge of particles, the sample may stick to the sides of sampler pipe and so sampling need to be properly done.
Depending on type of cements i.e. OPC, PPC, PSC, PCC, the grinding aids combinations need to be optimised, a typical Poly carboxylate ether also could be a part of the combo grinding aids
Cement additives for niche properties of the cement in concrete.
The cement additives can also be tailor made to create specific niche properties in cements, OPC, PPC, PSC and PCC to create premium or special brands. The special niche properties of the cement being its additional USP of such cement products, and are useful for customers to build a durable concrete structure with increased service life.
Such properties could be:
• Additives for improved concrete performance of cements, high early strength in PPC/PSC/PCC, much reduced water demand in cement, cements with improved slump retentivity in concrete, self-compacting, self levelling in concrete, cements with improved adhesion property of the cement mortar
• Water repellence / water proofing, permeability resistance in mortars and concrete.
• Biocidal cement
• Photo catalytic cements
• Cements with negligible ASR reactions etc.
Additives for cements for improved concrete performance
High early strengths: Use of accelerators. These are chemical compounds which enhance the degree of hydration of cement. These can include setting or hardening accelerators depending on whether their action occurs in the plastic or hardened state respectively. Thus, the setting accelerators reduce the setting time, whereas the hardening accelerators increase the early age strengths. The setting accelerators act during the initial minutes of the cement hydration, whereas the hardening accelerators act mainly during the initial days of hydration.
Chloride salts are the best in class. However, use of chloride salts as hardening accelerators are strongly discouraged for their action in promoting the corrosion of rebar, thus, chloride-free accelerators are preferred. The hardening accelerators could be combinations of compounds like nitrate, nitrite and thiocyanate salts of alkali or alkaline earth metals or thiosulphate, formate, and alkanol amines depending on the cement types.
However, especially in blended cements (PPC/PSC/PCC the increased early strengths invariably decrease the 28 day strengths. These aspects lead to creating combo additives along with organic polymers to achieve improved early strengths as well as either same or marginally improved 28 days strengths with reduced clinker factor in the blended cement, special OPC with reduced admixture requirements. With use of appropriate combination of inorganic and organic additives we could create an OPC with substantially reduced water demand or improved slump retentivity. Use of such an OPC would show exceptional concrete performance in high grade concretes as it would exhibit lower admixture requirements in High Grade Concretes.
PPC with OPC like properties: With the above concept we could have a PPC, having higher percentage flyash, with a combo cement additive which would have with concrete performance similar to OPC in say M40/M50 concrete. Such a PPC would produce a high-strength PPC concrete (= 60 MPa @ 28d) + improved workability, durability and sustainability.
Another interesting aspect could also be of using ultrafine fine flyash /ultrafine slags as additions in OPC/PPC/PSC for achieving lower clinker factor as well as to achieve improved later age strengths with or without a combo cement additive.
The initial adhesion property at sites of especially PPC/PSC/PCC based mortars can be improved through use of appropriate organic polymers addition during the manufacture of these cements. Such cements would have a better adhesion property for plastering/brick bonding etc., as it has much lower rebound loss of their mortars in such applications.
It is needless to mention here that with use of additives, we could also have cement with viscosity modifying cement additives, for self-compaction and self-leveling concrete performance.
Use of Phosphogypsum retards the setting time of cements, we can use additive different additive combos to overcome retardation and improve the 1 day strengths of the cements and concretes.
About the author:
Shreesh Khadilkar, Consultant & Advisor, Former Director Quality & Product Development, ACC, a seasoned consultant and advisor, brings over 37 years of experience in cement manufacturing, having held leadership roles in R&D and product development at ACC Ltd. With deep expertise in innovative cement concepts, he is dedicated to sharing his knowledge and improving the performance of cement plants globally.
Refractory demands in our kiln have changed
Digital supply chain visibility is critical
Redefining Efficiency with Digitalisation
Cement Additives for Improved Grinding Efficiency
Digital Pathways for Sustainable Manufacturing
Refractory demands in our kiln have changed
Digital supply chain visibility is critical
Redefining Efficiency with Digitalisation
Cement Additives for Improved Grinding Efficiency
Digital Pathways for Sustainable Manufacturing
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