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Corresponding to the huge demand for housing, the demand for cement is going to…

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Anand Gupta, General Secretary, Builders Association of India To meet the fast growing demand, we must build at least 30 lakh houses every year in urban areas alone, up from the current 7-8 lakh in number. Housing which consumes more than 67 per cent of cement consumption will continue to be a major growth driver. There are however, a few obstacles to be taken out of the way, says Anand Gupta, General Secretary, Builders Association of India. Excerpts from the interview.

How was the demand-supply scenario for the housing sector in 2013? What can we expect in the year 2014?

Going by Planning Commission figures in 2011, the urban population was in short supply of 80 lakh houses. Also, more than 2 crore houses were needed in the rural areas. Today, urban dwellers constitute 28-29 per cent of the total population which by 2030 is likely to go up to 40 per cent at least. The population too, will grow from the current level of 1.27 billion to around more than 1.5 billion by that time. So, approximately 600 million people will be staying in urban areas. This will increase the housing demand drastically. 80 lakh houses are already needed and by 2030, we will need more than 2 crore houses!

Presently, only 33-34 million houses are available in urban areas. At this given moment, we are building only 8 to 9 lakh houses in urban areas in the whole country every year. To meet the fast growing demand, we must build at least 30 lakh houses every year in urban areas up from the present 7-8 lakh. So there is going to be a huge demand.

In spite of such heavy demand, why was the housing sector sluggish in 2013?

Presently the need for houses is there but people want houses that can fit their budget. It is mainly because we have never made any long-term affordable housing policy in this country.

None of the city corporations have any idea that in another 50 years how much more area they will have, to expand. And when we say expand; first we have to think of infrastructure. There is no 50- year or 100- year planning for infrastructure development. For example, Mumbai has been developing for the last 150 years and now there is no place for housing development. So for the same property which cost Rs 100, now costs Rs 200. And that is the way we have been functioning not only in Mumbai but in practically every urban area of this country. These rates are not logical. The costs are pushed up due to scarcity. We have to have good policies about FSI in place to tackle these problems. It is strange that in a country where we have huge capacity to produce cement and where we have a high demand for houses, we are not able to deliver housing to the people who need it. The government needs to give an in-depth thought to the issue and come up with a solution that will help bringing down the cost of owning a house.

What reform in the loan sanctioning process can help the housing sector?

RBI loan granting norms are a bit convoluted. RBI has given guidelines to all the banks that no fund can be given against land. I don´t understand this. Any bank would be interested in the security of their money and assured returns on investments. So any land with a clear title and which is going to give returns, should be automatically eligible for loans. Instead, the banks have taken a stand that they will finance only home loan or projects.

As a result, builders are forced to borrow money from private lenders who charge exorbitant interest. Consequently, the extra prices are passed on to the customer. If the RBI corrects itself, things can become very easy. In cities like Mumbai, 80 per cent of the construction cost is land.

How do you assess the approval system for projects?

We have made such a lengthy approval system that sometimes it takes one-and-a-half years to get all approvals in place. It is like a very long hurdle race. In the Mumbai Municipal Corporation, we need more than 55 permissions which consist of 35-36 from the BMC, 11-12 from the state government and 5-6 from the central government. The system seems to be designed in such a way that you are bound to default in something or the other. This system must change.

Cement prices have been increasing. How has this impacted the market and what is BAI doing about it?

As you know, we are absolutely sure that cement manufactures are forming a price cartel. Today, rates in the market are not natural rates. They are not driven by demand and supply, or based on the production costs. Since only a few people are manufacturing most of the cement in the whole country, they are controlling the prices.

With many methodologies, we have shown that there is some price fixing arrangement going on. BAI had filed a case against such companies under the Competition Commission of India and they have been fined for Rs 6,600 crore. Against that, they had gone to the tribunal which refused to hear them unless they paid the money. Against that order, they then went to the Supreme Court which said that as ordered by the Competition Commission Tribunal, ten per cent of the fine must be deposited.

Accordingly, they paid the penalty of Rs 600 crore and may have to pay the remaining Rs 6,000 crore once the tribunal decides.

BAI has taken up the issue with all parliamentarians; we have written personally to each and every parliamentarian of the Lok Sabha and the Rajya Sabha, we have taken up this matter with the Standing Committee of Commerce. However, despite the fine, there is no improvement. Recently, we wrote another letter to the Competition Committee pointing out the different rates in different parts of the country in a given month and tried to prove that though the intention of our order was to warn them to desist from such activities, they have not done so. We have urged the committee to do something in the legal forum.

The cement production cost according to us, is less than Rs 200; this includes all production costs, excise, transport, loading, unloading, and delivery. Today, the rate is around Rs 300, so they are making an extra profit of Rs 100 per bag. If the government of India or the Competition Commission had agreed to our suggestion to set up a cement regulatory authority, like they have done for the stock exchange, or for insurance, then the price would have been under control.

Today because of this undue price hike, every consumer of this country has to pay Rs 50 more per sq ft of the flat. If you ask me, this is due to bad governance. In housing, per sq ft, half-a-bag goes into construction. So if I am constructing a house of 1000 sq ft, from foundation to finished product 500 bags will be used.

What are the alternatives?

BAI has suggested other ways to control prices. Presently there is a ten per cent custom duty and a few more taxes on the imported cement. We have suggested that they be removed. The imported cement from Pakistan, Malaysia, Indonesia, Ukraine will be cheaper here. This will automatically force all the cement manufacturers and factories to correct prices. So, two wrong things are happening here. First we are not allowing others to enter the market with this artificial tax and duty barrier. Secondly, we are allowing them to continue with cartelisation since no harsh action has been taken. And even if it is taken, it is not seen on the ground.

How much are we importing?

Presently, I don´t think we are importing anything. Other than the taxation system, we have also created unnecessary barriers to imports. One of them is the approval process. If I have to import cement, then I will have to send ISI officers to the importing country for a factory and material audit. Why do we have to go through this route? If the cement confirms to the global standards, then why do we have to redo the approval process as per Indian specification? Is there any document that says that Indian standard specifications for cement are better than global standards? Naturally, such systems serve as nothing more than barriers.

How do you see cement demand in coming year?

Corresponding to the huge demand for housing, which is a major consumer of cement, the demand is going to rise significantly.

What is the future of RMC in India?

I think in the last 15-20 years, RMC has reached every big or small town. Particularly in cities, the use of RMC is very high. However, in certain far-off regions, even if you want it, RMC is not available. We have to set up our own RMC plant. This is not possible for everybody. Then again, the future of RMC in this country is very bright.

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Concrete

Adani’s Strategic Emergence in India’s Cement Landscape

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Milind Khangan, Marketing Head, Vertex Market Research, sheds light on Adani’s rapid cement consolidation under its ‘One Business, One Company’ strategy while positioning it to rival UltraTech, and thus, shaping a potential duopoly in India’s booming cement market.

India is the second-largest cement-producing country in the world, following China. This expansion is being driven by tremendous public investment in the housing and infrastructure sectors. The industry is accelerating, with a boost from schemes such as PM Gati Shakti, Bharatmala, and the Vande Bharat corridors. An upsurge in affordable housing under the Pradhan Mantri Awas Yojana (PMAY) further supports this expansion. In May 2025, local cement production increased about 9 per cent from last year to about 40 million metric tonnes for the month. The combined cement capacity in India was recorded at 670 million metric tonnes in the 2025 fiscal year, according to the Cement Manufacturers’ Association (CMA). For the financial year 2026, this is set to grow by another 9 per cent.
In spite of the growing demand, the Indian cement industry is highly competitive. UltraTech Cement (Aditya Birla Group) is still the market leader with domestic installed capacity of more than 186 MTPA as on 2025. It is targeted to achieve 200 MTPA. Adani Cement recently became a major player and is now India’s second-largest cement company. It did this through aggressive consolidation, operational synergies, and scale efficiencies. Indian players in the cement industry are increasingly valuing operational efficiency and sustainability. Some of the strategies with high impact are alternative fuels and materials (AFR) adoption, green cement expansion, and digital technology investments to offset changing regulatory pressure and increasing energy prices.

Building Adani Cement brand
Vertex Market Research explains that the Adani Group is executing a comprehensive reorganisation and consolidation of its cement business under the ‘One Business, One Company’ strategy. The plan is to integrate its diversified holdings into one consolidated corporate entity named Adani Cement. The focus is on operating integration, governance streamlining, and cost reduction in its expanding cement business.
Integration roadmap and key milestones:

  • September 2022: The consolidation process started with the $6.4 billion buyout of Holcim’s majority stakes in Ambuja Cements and ACC, with Ambuja becoming the focal point of the consolidation.
  • December 2023: Bought Sanghi Industries to strengthen the firm’s presence in western India.
  • August 2024: Added Penna Cement to the portfolio, improving penetration of the southern market of India.
  • April 2025: Further holding addition in Orient Cement to 46.66 per cent by purchasing the same from CK Birla Group, becoming the promoter with control.
  • Ambuja Cements amalgamated with Adani Cement: This was sanctioned by the NCLT on 18th July 2025 with effect from April 1, 2024. This amalgamation brings in limestone reserves and fresh assets into Ambuja.
  • Subject to Sanghi and Penna merger with Ambuja: Board approvals in December 2024 with the aim to finish between September to December 2025.
  • Ambuja-ACC future integration: The latter is being contemplated as the final step towards consolidation.
  • Orient Cement: It would serve as a principal manufacturing facility following the merger.

Scale, capacity expansion and market position
In financial year-2025, Adani Cement, including Ambuja, surpassed 100 MTPA. This makes it one of the world’s top ten cement companies. Along with ACC’s operations, it is now firmly placed as India’s second-largest cement company. In FY25, the Adani group’s sales volume per annum clocked 65 million metric tonnes. Adani Group claims that it now supplies close to 30 per cent of the cement consumed in India’s homes and infrastructure as of June 2025.
The organisation is pursuing aggressive brownfield expansion:

  • By FY 2026: Reach 118 MTPA
  • By FY 2028: Target 140 MTPA

These goals will be driven by commissioning new clinker and grinding units at key sites, with civil and mechanical works underway.
As of 2024, Adani Cement had its market share pegged at around 14 to 15 per cent, with an ambition to scale this up to 20 per cent by FY?2028, emerging as a potent competitor to UltraTech’s 192?MTPA capacity (186 domestic and overseas).

Strategic advantages and competitive benefits
The consolidation simplifies decision-making by reducing legal entities, centralising oversight, and removing redundant functions. This drives compliance efficiency and transparent reporting. Using procurement power for raw materials and energy lowers costs per ton. Integrated logistics with Adani Ports and freight infrastructure has resulted in an estimated 6 per cent savings in logistics. The group aims for additional savings of INR 500 to 550 per tonne by FY 2028 by integrating green energy, using alternative fuel resources, and improving sourcing methods.

Market coverage and brand consistency
Brand integration under one strategy will provide uniform product quality and easier distribution networks. Integration with Orient Cement’s dealer base, 60 per cent of which already distributes Ambuja/ACC products, enhances outreach and responsiveness.
By having captive limestone reserves at Lakhpat (approximately 275 million tonnes) and proposed new manufacturing facilities in Raigad, Maharashtra, Adani Cement derives cost advantage, raw material security, and long-term operational robustness.

Strategic implications and risks
Consolidation at Adani Cement makes it not just a capacity leader but also an operationally agile competitor with the ability to reap digital and sustainability benefits. Its vertically integrated platform enables cost leadership, market responsiveness, and scalability.

Challenges potentially include:

  • Integration challenges across systems, corporate cultures, and plant operations
  • Regulatory sanctions for pending mergers and new capacity additions
  • Environmental clearances in environmentally sensitive areas and debt management with input price volatility

When materialised, this revolution would create a formidable Adani–UltraTech duopoly, redefining Indian cement on the basis of scale, innovation, and sustainability. India’s leading four cement players such as Adani (ACC and Ambuja), Dalmia Cement, Shree Cement, and UltraTech are expected to dominate the cement market.

Conclusion
Adani’s aggressive consolidation under the ‘One Business, One Company’ strategy signals a decisive shift in the Indian cement industry, positioning the group as a formidable challenger to UltraTech and setting the stage for a potential duopoly that could dominate the sector for years to come. By unifying operations, leveraging economies of scale, and securing vertical integration—from raw material reserves to distribution networks—Adani Cement is building both capacity and resilience, with clear advantages in cost efficiency, market reach, and sustainability. While integration complexities, regulatory hurdles, and environmental approvals remain key challenges, the scale and strategic alignment of this consolidation promise to redefine competition, pricing dynamics, and operational benchmarks in one of the world’s fastest-growing cement markets.

About the author:
Milind Khangan is the Marketing Head at Vertex Market Research and comes with over five years of experience in market research, lead generation and team management.

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Concrete

Precision in Motion: A Deep Dive into PowerBuild’s Core Gear Series

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PowerBuild’s flagship Series M, C, F, and K geared motors deliver robust, efficient, and versatile power transmission solutions for industries worldwide.

Products – M, C, F, K: At the heart of every high-performance industrial system lies the need for robust, reliable, and efficient power transmission. PowerBuild answers this need with its flagship geared motor series: M, C, F, and K. Each series is meticulously engineered to serve specific operational demands while maintaining the universal promise of durability, efficiency, and performance.
Series M – Helical Inline Geared Motors: Compact and powerful, the Series M delivers exceptional drive solutions for a broad range of applications. With power handling up to 160kW and torque capacity reaching 20,000 Nm, it is the trusted solution for industries requiring quiet operation, high efficiency, and space-saving design. Series M is available with multiple mounting and motor options, making it a versatile choice for manufacturers and OEMs globally.
Series C – Right Angled Heli-Worm Geared Motors: Combining the benefits of helical and worm gearing, the Series C is designed for right-angled power transmission. With gear ratios of up to 16,000:1 and torque capacities of up to 10,000 Nm, this series is optimal for applications demanding precision in compact spaces. Industries looking for a smooth, low-noise operation with maximum torque efficiency rely on Series C for dependable performance.
Series F – Parallel Shaft Mounted Geared Motors: Built for endurance in the most demanding environments, Series F is widely adopted in steel plants, hoists, cranes, and heavy-duty conveyors. Offering torque up to 10,000 Nm and high gear ratios up to 20,000:1, this product features an integral torque arm and diverse output configurations to meet industry-specific challenges head-on.
Series K – Right Angle Helical Bevel Geared Motors: For industries seeking high efficiency and torque-heavy performance, Series K is the answer. This right-angled geared motor series delivers torque up to 50,000 Nm, making it a preferred choice in core infrastructure sectors such as cement, power, mining, and material handling. Its flexibility in mounting and broad motor options offer engineers’ freedom in design and reliability in execution.
Together, these four series reflect PowerBuild’s commitment to excellence in mechanical power transmission. From compact inline designs to robust right-angle drives, each geared motor is a result of decades of engineering innovation, customer-focused design, and field-tested reliability. Whether the requirement is speed control, torque multiplication, or space efficiency, Radicon’s Series M, C, F, and K stand as trusted powerhouses for global industries.

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Concrete

Driving Measurable Gains

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Klüber Lubrication India’s Klübersynth GEM 4-320 N upgrades synthetic gear oil for energy efficiency.

Klüber Lubrication India has introduced a strategic upgrade for the tyre manufacturing industry by retrofitting its high-performance synthetic gear oil, Klübersynth GEM 4-320 N, into Barrel Cold Feed Extruder gearboxes. This smart substitution, requiring no hardware changes, delivered energy savings of 4-6 per cent, as validated by an internationally recognised energy audit firm under IPMVP – Option B protocols, aligned with
ISO 50015 standards.

Beyond energy efficiency, the retrofit significantly improved operational parameters:

  • Lower thermal stress on equipment
  • Extended lubricant drain intervals
  • Reduction in CO2 emissions and operational costs

These benefits position Klübersynth GEM 4-320 N as a powerful enabler of sustainability goals in line with India’s Business Responsibility and Sustainability Reporting (BRSR) guidelines and global Net Zero commitments.

Verified sustainability, zero compromise
This retrofit case illustrates that meaningful environmental impact doesn’t always require capital-intensive overhauls. Klübersynth GEM 4-320 N demonstrated high performance in demanding operating environments, offering:

  • Enhanced component protection
  • Extended oil life under high loads
  • Stable performance across fluctuating temperatures

By enabling quick wins in efficiency and sustainability without disrupting operations, Klüber reinforces its role as a trusted partner in India’s evolving industrial landscape.

Klüber wins EcoVadis Gold again
Further affirming its global leadership in responsible business practices, Klüber Lubrication has been awarded the EcoVadis Gold certification for the fourth consecutive year in 2025. This recognition places it in the top three per cent
of over 150,000 companies worldwide evaluated for environmental, ethical and sustainable procurement practices.
Klüber’s ongoing investments in R&D and product innovation reflect its commitment to providing data-backed, application-specific lubrication solutions that exceed industry expectations and support long-term sustainability goals.

A trusted industrial ally
Backed by 90+ years of tribology expertise and a global support network, Klüber Lubrication is helping customers transition toward a greener tomorrow. With Klübersynth GEM 4-320 N, tyre manufacturers can take measurable, low-risk steps to boost energy efficiency and regulatory alignment—proving that even the smallest change can spark a significant transformation.

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