Connect with us

Environment

Branding is like building character. It takes long term effort and is tested over a period of time

Published

on

Shares

Ashutosh Rampal

VP Marketing, KJS Cement

In today´s ongoing period of flat cement demand and sluggish growth, one often wonders if it is worth spending on brand building initiatives. Ashutosh Rampal, VP-Marketing, KJS Cement Ltd, Maihar, an expert in this field, talks to ICR on the merits of branding and ways to do it effectively. Excerpts from the interview.

How important is branding in cement industry?

Branding is very important in today´s market where customers are brand conscious. Initially it requires some investment, but the pay offs are good. A branded product draws a premium of Rs 30-40 per bag more than other generic products on the shelf.

What are some of the most powerful means of marketing and branding?

The inherent objective of a branding exercise is the creation of strong trust in the psyche of the 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 in developing a strong one-to-one relationship. We focus more on word-of-mouth publicity or what is also termed as referral system. If products and services are good then the word spreads faster than paid advertising. We find this form of viral marketing very potent.

Do masons´ meet help to develop such one-to-one relationship?

Masons´ meet are usually conducted to help building confidence of the user and then convert him into a person who will recommend the brand. Most companies use the platform for propaganda. To use this model effectively, the meet should be focused on adding value to the work done by masons and helping him to strengthen his identity. Such meets provide wonderful results and help in building a strong relation provided these are done the right way.

Do you feel environment-friendly products appeal to customers?

No. I don´t think that green cement is a factor that matters to customers. Yes, the production of Portland Pozzolana Cement in itself reduces pollution as it uses flyash, which is an environmentally hazardous material, thereby earning the carbon credits. But the awareness of this amongst retail consumers is negligible.

So, what do they consider while picking up a product?

When buying cement, the customer expects the product to last long. Strength is very important. Once assured of the quality, the customers are ready to pay premium. If you go for a cheaper brand then that assurance is lost. They pick branded, A-category products that gives them peace of mind even if the costs are higher.

So price is not a factor?

No, not at all. In a country where even middle-class people buy Android phones, there should be no doubt about how brand conscious we are. If the brand is reputed then the customers are ready to shell out a premium. They know that they are buying a product for a longer life and trouble-free operation. Cement and steel are no different. Time has come to transcend from the commoditised selling to brand selling.

Does celebrity endorsement add value to the product?

Yes, certainly. For example: 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, it must be kept in mind 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.

What would you suggest to small companies with tighter budgets trying to build a brand?

There is a a minimum threshold point below which the budget is not effective. If I have a small budget [of around Rs 10 crore], then I will spend approx. 40-50 per cent on interacting with masons, around 30-40 per cent on outdoor advertising and around 20 per cent on television advertisements.

On the other hand, if I have a moderate budget [of Rs 25 crore], then I can explore more options. One can engage in close quarter sale promotions and bonding with dealers and building customised solutions to tap the market. Bigger budget allows marketers to offer technical services to customers, which is also a good branding exercise.

How soon can one start realise RoI in branding?

It takes about two years for the investments to start paying off. In a well executed campaign, we see that the impact is felt within a year. The impact is seen in terms of a) Willingness of customers to pay a premium, b) Stability of sales and c) Comfort that customers feel when they have bought your brand. All this starts reflecting in our market research quite early.

It is for the company to notice these subtle changes even in the middle of hardcore figures like sales, collections, despatches and RoI.

What are the factors that you look at while crafting a brand building campaign?

We first have to look at the psychographic matrix that guides customers to pick up a product in a particular geographical area. 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 to 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.We study each market in detail and then come up with a common thread that can run coherence in base our campaign. After all, you cannot communicate different things at different places. The campaign has to be uniform and yet must appeal to all geographies in the mind space of common sense and to your heart.

What were some of the non traditional ways in which you have marketed your product?

We have marketed our products in rural haats and mandis. Village panchayats are also an ideal platform to showcase a brand. Apart from that, we have explored regional newspapers as they are cost effective and focused. Visual displays and banners on moving vans too give phenomenal results, if used judiciously.

There are many small companies that do not believe in branding and adopt to different modes of sales promotions. What is your opinion on this?

Cement companies are of two types: One, those who do not believe in branding and like to push their product in the market on price. They spend less on advertisements and more on promotional and network development activities. And then there are others that want to create a brand identity and want to do business on a premium price. They understand that even though they might be a 2.5 mtpa plant today, yet they they must build a brand to reach 10 mtpa. They are not just building value for brand but are also building enterprise value for the entire company. But I firmly believe, that this vision always comes from the Board of Directors, and at KJS Cement our Managing Director, Pawan Ahluwalia´s vision is very highly focussed. He always presses upon building enterprise value through brand creation. His passion for marketing has guided us to assimilate the 2.5 mtpa capacity and move on to start work for another 2.5 mpta clinkerisation line at Maihar with split grinding units in UP, Bihar and Odisha to become 5 mtpa company shortly.

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.

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Concrete

We engineer smarter systems to reduce waste

Published

on

By

Shares

Naveen Kumar Sharma, AVP – Sales and Marketing, Toshniwal Industries, talks about redefining instrumentation with customised, digitally enabled solutions engineered for harsh plant environments.

For over six decades, Toshniwal Industries has played a pioneering role in advancing process instrumentation for Indian manufacturing. In this exclusive conversation with Kanika Mathur, Naveen Kumar Sharma, AVP – Sales & Marketing, explains how the company designs kiln and grinding plant solutions tailored to the unique demands of the cement industry. As plants transition to higher AFR use and smarter automation, Toshniwal’s technologies offer greater reliability, accuracy and predictive insight.

Tell us how are your process instruments and condition monitoring system customised for cement kilns and grinding plant operations?
Toshniwal is a company with a legacy of over 65 years, and our experience has taught us that cement kilns and grinding units are fundamentally different in their operational demands. As an Indian company, we understand the unique requirements of Indian cement manufacturers. We work closely with our customers, engage deeply with their technical teams, and study operational challenges in real-time.
Based on these insights, we customise our solutions for both kiln and grinding applications. This tailoring is not just at a product level, but at a solution level—engineering design, instrumentation logic, and process optimisation. Our primary objective, for both the industry and our customers, is to reduce yield loss. Every customisation we implement is driven by this goal. We engineer smarter systems to reduce waste, improve consistency and increase plant reliability.
Ultimately, our solutions are built on an understanding that cement manufacturers require robust, practical and maintainable instruments. We design with this mindset so plants can operate more efficiently, with better control and higher profitability.

With the rising use of AFR, how do your solutions support thermal zone reliability and process time?
Our solutions are built around four core parameters: energy efficiency, yield loss reduction, product quality and environmental responsibility. These pillars drive our engineering decisions and define how our technologies support cement plants, especially as they adopt alternative fuels and raw materials (AFR).
We strongly believe in energy conservation. Every product we offer—whether for thermal monitoring, kiln control or flame optimisation—is engineered to improve energy performance. Reducing yield loss is another principle deeply embedded in our solutions, because production interruptions and material losses directly affect plant profitability and clinker quality.
We are also highly conscious of the end-product quality delivered by our customers to their markets. Consistency in burning, heat transfer, and thermal profiling directly influences clinker characteristics, and our instruments help maintain this stability.
Lastly, and most importantly, we care about the environment. We want to leave a greener world for the next generation. This mindset aligns with India’s digitalisation movement, advocated by our Prime Minister. Digital technologies are crucial for optimising AFR use, process stability, emissions and kiln efficiency. We are proud to contribute to this transition.
By optimising flame patterns, energy use, and pollution, our solutions deliver direct and indirect savings. Plants benefit from lower operational losses, reduced maintenance, and improved reliability, especially in pyroprocessing zones.

Tell us how do you address harsh environment challenges in cement plants, say dust, temperature, etc. with your sensor and monitoring?
This is a very important question because cement plants, steel plants, and power plants operate in extremely harsh environments. There are two major categories of specifications that we must respect while designing solutions: technical specifications and environmental specifications. Technical specifications relate to performance accuracy, measurement integrity, responsiveness and process safety. Environmental specifications, on the other hand, relate to high temperatures, heavy dust, humidity, vibrations and corrosive atmospheres. Our solutions are engineered to withstand both. We customise sensors, housings, mounting mechanisms and protective systems so that our instruments operate at 100 per cent functionality in harsh conditions. We ensure that the plant experiences minimal downtime from our systems. That is our engineering philosophy—solutions must work reliably in real-world environments, not just in ideal laboratory conditions.

What retrofit pathways do you offer for older cement lines to upgrade measurement and monitoring systems and how is the Indian market responding?
Every solution we provide is scalable and digitally adaptable. Technology evolves rapidly, and our offerings evolve with it. When we upgrade instruments or monitoring systems, we design them to integrate with existing plant infrastructure, so customers do not have to rebuild everything from scratch. Once our solution is installed, software upgrades or performance improvements can often be deployed without major cost. This ensures that customers continue to benefit from ongoing technological advancements. The Indian market has responded positively to this approach. Plant operators appreciate solutions that are future-ready and dynamic rather than static. Scalability helps them maintain competitiveness, extend asset life, and move toward smart manufacturing with confidence.

So how is your organisation leveraging digital technologies in your instrumentation portfolio for cement plants?
Digitalisation is at the core of every product we manufacture. We stand firmly behind the digital movement, not only because it represents efficiency, but because it is the direction in which the Indian industrial ecosystem is evolving. We deploy machine-vision technologies, advanced inline monitoring systems, and solutions capable of visualising the
inside of the furnace. These systems help reduce downtime, enable predictive asset management and provide actionable analytics to customers. All our technologies communicate seamlessly with Level 1, Level 2, and Level 3 automation. This allows integration across SCADA, DCS, ERP, and cloud ecosystems. Digitalisation for us is not an add-on—it is foundational to how our instrumentation is built.

What are your key innovation priorities to help Indian cement plant producers hit harder, higher substitution rates, lower emissions and smarter processing?
Sustainability is a national priority, and we are committed to supporting it. Our current portfolio already helps improve efficiency, reduce emissions, and support alternative fuel integration. But our innovation roadmap goes further. We are now developing specialised productivity-oriented software modules that will provide proactive alerts—not just alarms triggered after a fault has occurred. These modules will leverage artificial intelligence and machine learning to detect patterns early. The intention is to help plant teams take corrective actions ahead of time, reducing yield loss and environmental impact. Instead of informing the plant that a disruption has happened, the system will indicate that a disruption will happen, giving operators time to prevent it. We believe that within the next 12 to 18 months, we will launch these predictive solutions in combination with our instrumentation. When implemented, they will significantly improve decision-making, process stability and environmental performance across the Indian cement sector.

– Kanika Mathur

Continue Reading

Concrete

India donates 225t of cement for Myanmar earthquake relief

Published

on

By

Shares

On 23 May 2025, the Indian Navy ship UMS Myitkyina arrived at Thilawa (MITT) port carrying 225 tonnes of cement provided by the Indian government to aid post-earthquake rebuilding efforts in Myanmar. As reported by the Global Light of Myanmar, a formal handover of 4500 50kg cement bags took place that afternoon. The Yangon Region authorities managed the loading of the cement onto trucks for distribution to the earthquake-affected zones.

Continue Reading

Concrete

Reclamation of Used Oil for a Greener Future

Published

on

By

Shares

In this insightful article, KB Mathur, Founder and Director, Global Technical Services, explores how reclaiming used lubricants through advanced filtration and on-site testing can drive cost savings, enhance productivity, and support a greener industrial future. Read on to discover how oil regeneration is revolutionising sustainability in cement and core industries.

The core principle of the circular economy is to redefine the life cycle of materials and products. Unlike traditional linear models where waste from industrial production is dumped/discarded into the environment causing immense harm to the environment;the circular model seeks to keep materials literally in continuous circulation. This is achievedthrough processes cycle of reduction, regeneration, validating (testing) and reuse. Product once
validated as fit, this model ensures that products and materials are reintroduced into the production system, minimising waste. The result? Cleaner and greener manufacturing that fosters a more sustainable planet for future generations.

The current landscape of lubricants
Modern lubricants, typically derived from refined hydrocarbons, made from highly refined petroleum base stocks from crude oil. These play a critical role in maintaining the performance of machinery by reducing friction, enabling smooth operation, preventing damage and wear. However, most of these lubricants; derived from finite petroleum resources pose an environmental challenge once used and disposed of. As industries become increasingly conscious of their environmental impact, the paramount importance or focus is shifting towards reducing the carbon footprint and maximising the lifespan of lubricants; not just for environmental reasons but also to optimise operational costs.
During operations, lubricants often lose their efficacy and performance due to contamination and depletion of additives. When these oils reach their rejection limits (as they will now offer poor or bad lubrication) determined through laboratory testing, they are typically discarded contributing to environmental contamination and pollution.
But here lies an opportunity: Used lubricants can be regenerated and recharged, restoring them to their original performance level. This not only mitigates environmental pollution but also supports a circular economy by reducing waste and conserving resources.

Circular economy in lubricants
In the world of industrial machinery, lubricating oils while essential; are often misunderstood in terms of their life cycle. When oils are used in machinery, they don’t simply ‘DIE’. Instead, they become contaminated with moisture (water) and solid contaminants like dust, dirt, and wear debris. These contaminants degrade the oil’s effectiveness but do not render it completely unusable. Used lubricants can be regenerated via advanced filtration processes/systems and recharged with the use of performance enhancing additives hence restoring them. These oils are brought back to ‘As-New’ levels. This new fresher lubricating oil is formulated to carry out its specific job providing heightened lubrication and reliable performance of the assets with a view of improved machine condition. Hence, contributing to not just cost savings but leading to magnified productivity, and diminished environmental stress.

Save oil, save environment
At Global Technical Services (GTS), we specialise in the regeneration of hydraulic oils and gear oils used in plant operations. While we don’t recommend the regeneration of engine oils due to the complexity of contaminants and additives, our process ensures the continued utility of oils in other applications, offering both cost-saving and environmental benefits.

Regeneration process
Our regeneration plant employs state-of-the-art advanced contamination removal systems including fine and depth filters designed to remove dirt, wear particles, sludge, varnish, and water. Once contaminants are removed, the oil undergoes comprehensive testing to assess its physico-chemical properties and contamination levels. The test results indicate the status of the regenerated oil as compared to the fresh oil.
Depending upon the status the oil is further supplemented with high performance additives to bring it back to the desired specifications, under the guidance of an experienced lubrication technologist.
Contamination Removal ? Testing ? Additive Addition
(to be determined after testing in oil test laboratory)

The steps involved in this process are as follows:
1. Contamination removal: Using advanced filtration techniques to remove contaminants.
2. Testing: Assessing the oil’s properties to determine if it meets the required performance standards.
3. Additive addition: Based on testing results, performance-enhancing additives are added to restore the oil’s original characteristics.

On-site oil testing laboratories
The used oil from the machine passes through 5th generation fine filtration to be reclaimed as ‘New Oil’ and fit to use as per stringent industry standards.
To effectively implement circular economy principles in oil reclamation from used oil, establishing an on-site oil testing laboratory is crucial at any large plants or sites. Scientific testing methods ensure that regenerated oil meets the specifications required for optimal machine performance, making it suitable for reuse as ‘New Oil’ (within specified tolerances). Hence, it can be reused safely by reintroducing it in the machines.
The key parameters to be tested for regenerated hydraulic, gear and transmission oils (except Engine oils) include both physical and chemical characteristics of the lubricant:

  • Kinematic Viscosity
  • Flash Point
  • Total Acid Number
  • Moisture / Water Content
  • Oil Cleanliness
  • Elemental Analysis (Particulates, Additives and Contaminants)
  • Insoluble

The presence of an on-site laboratory is essential for making quick decisions; ensuring that test reports are available within 36 to 48 hours and this prevents potential mechanical issues/ failures from arising due to poor lubrication. This symbiotic and cyclic process helps not only reduce waste and conserve oil, but also contributes in achieving cost savings and playing a big role in green economy.

Conclusion
The future of industrial operations depends on sustainability, and reclaiming used lubricating oils plays a critical role in this transformation. Through 5th Generation Filtration processes, lubricants can be regenerated and restored to their original levels, contributing to both environmental preservation and economic efficiency.
What would happen if we didn’t recycle our lubricants? Let’s review the quadruple impacts as mentioned below:
1. Oil Conservation and Environmental Impact: Used lubricating oils after usage are normally burnt or sold to a vendor which can be misused leading to pollution. Regenerating oils rather than discarding prevents unnecessary waste and reduces the environmental footprint of the industry. It helps save invaluable resources, aligning with the principles of sustainability and the circular economy. All lubricating oils (except engine oils) can be regenerated and brought to the level of ‘As New Oils’.
2. Cost Reduction Impact: By extending the life of lubricants, industries can significantly cut down on operating costs associated with frequent oil changes, leading to considerable savings over time. Lubricating oils are expensive and saving of lubricants by the process of regeneration will overall be a game changer and highly economical to the core industries.
3. Timely Decisions Impact: Having an oil testing laboratory at site is of prime importance for getting test reports within 36 to 48 hours enabling quick decisions in critical matters that may
lead to complete shutdown of the invaluable asset/equipment.
4. Green Economy Impact: Oil Regeneration is a fundamental part of the green economy. Supporting industries in their efforts to reduce waste, conserve resources, and minimise pollution is ‘The Need of Our Times’.

About the author:
KB Mathur, Founder & Director, Global Technical Services, is a seasoned mechanical engineer with 56 years of experience in India’s oil industry and industrial reliability. He pioneered ‘Total Lubrication Management’ and has been serving the mining and cement sectors since 1999.

Continue Reading

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