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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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Economy & Market

TSR Will Define Which Cement Companies Win India’s Net-Zero Race

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Jignesh Kundaria, Director and CEO, Fornnax Technology

India is simultaneously grappling with two crises: a mounting waste emergency and an urgent need to decarbonise its most carbon-intensive industries. The cement sector, the second-largest in the world and the backbone of the nation’s infrastructure ambitions, sits at the centre of both. It consumes enormous quantities of fossil fuel, and it has the technical capacity to consume something else entirely: the waste our cities cannot get rid of.

According to CPCB and NITI Aayog projections, India generates approximately 62.4 million tonnes of municipal solid waste annually, with that figure expected to reach 165 million tonnes by 2030. Much of this waste is energy-rich and non-recyclable. At the same time, cement kilns operate at material temperatures of approximately 1,450 degrees Celsius, with gas temperatures reaching 2,000 degrees. This high-temperature environment is ideal for co-processing, ensuring the complete thermal destruction of organic compounds without generating toxic residues. The physics are in our favour. The infrastructure is not.

Pre-processing is not the support act for co-processing. It is the main event. Get the particle size wrong, get the moisture wrong, get the calorific value wrong and your kiln thermal stability will suffer the consequences.

The Regulatory Push Is Real

The Solid Waste Management (SWM) Rules 2026 mandate that cement plants progressively replace solid fossil fuels with Refuse-Derived Fuel (RDF), starting at a 5 per cent baseline and scaling to 15 per cent within six years. NITI Aayog’s 2026 Roadmap for Cement Sector Decarbonisation targets 20 to 25 per cent Thermal Substitution Rate (TSR) by 2030. Beyond compliance, every tonne of coal replaced by RDF generates measurable carbon reductions which is monetisable under India’s emerging Carbon Credit Trading Scheme (CCTS). TSR is no longer a sustainability metric. It is a financial lever.

Yet our own field assessments across multiple Indian cement plants reveal a sobering reality: the primary barrier to scaling AFR adoption is not waste availability. It is the fragmented and under-engineered pre-processing ecosystem that sits between the waste and the kiln.

Why Indian Waste Is a Different Engineering Problem

Indian municipal solid waste is not the material that imported shredding equipment was designed for. Our waste streams frequently exceed 40 per cent to 50 per cent moisture content, particularly during monsoon cycles, saturated with abrasive inerts including sand, glass, and stone. Plants relying on imported OEM equipment face months of downtime awaiting proprietary spare parts. Machines built for segregated, low-moisture waste fail quickly and disrupt the entire pre-processing operation in Indian conditions.

The two most common failures we observe are what I call the biting teeth problem and the chewing teeth problem. Plants relying solely on a primary shredder reduce bulk waste to large fractions, but the output remains too coarse for stable kiln combustion. Others attempt to use a secondary shredder as a standalone unit without a primary stage to pre-size the feed, leading to catastrophic mechanical failure. When both stages are present but mismatched in throughput capacity, the system becomes a bottleneck. Achieving the 40 to 70 tonnes per hour required for meaningful coal displacement demands a precisely coordinated two-stage process.

Engineering a Made-in-India Answer

At Fornnax, our response to these challenges is grounded in one principle: Indian waste demands Indian engineering. Our systems are built around feedstock homogeneity, the holy grail of kiln stability. Consistent particle size and predictable calorific value are the foundation of stable kiln combustion. Without them, no TSR target is achievable at scale.

Our SR-MAX2500 Dual Shaft Primary Shredder (Hydraulic Drive) processes raw, baled, or loosely mixed MSW, C&I waste, bulky waste, and plastics, reducing them to approximately 150 mm fractions at throughputs of up to 40 tonnes per hour. The R-MAX 3300 Single Shaft Secondary Shredder (Hydraulic Drive), introduced in 2025, takes that primary output and produces RDF fractions in the 30 to 80 mm range at up to 30 tonnes per hour, specifically optimised for consistent kiln feeding. We have also introduced electric drive configurations under the SR-100 HD series, with capacities between 5 and 40 tonnes per hour, already operational at a leading Indian waste-processing facility.

Looking ahead, Fornnax is expanding its portfolio with the upcoming SR-MAX3600 Hydraulic Drive primary shredder at up to 70 tonnes per hour and the R-MAX2100 Hydraulic drive secondary shredder at up to 20 tonnes per hour, designed specifically for the large-scale throughput that higher TSR ambitions require.

The Investment Case Is Now

The 2070 Net-Zero target is not a distant goal for India’s cement sector. It starts today, with decisions being made on the plant floor.

The SWM Rules 2026 are already in effect, requiring cement plants to replace coal with RDF. Carbon credit markets are opening up, and coal prices are not going to get cheaper. Every tonne of coal a cement plant replaces with waste-derived fuel saves money on one side and generates carbon credit revenue on the other. Pre-processing infrastructure is no longer just a compliance requirement. It is a business investment with a measurable return.

The good news is that nothing is missing. The technology works. The waste is available in every Indian city. The government has provided the policy direction. The only thing standing between where the industry is today and where it needs to be is the commitment to build the right infrastructure.

The cement companies that move now will not just meet the regulations. They will be ahead of every competitor that waits.

About The Author

Jignesh Kundaria is the Director and CEO of Fornnax Technology. Over an experience spanning more than two decades in the recycling industry, he has established himself as one of India’s foremost voices on waste-to-fuel technology and alternative fuel infrastructure.

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Concrete

WCA Welcomes SiloConnect as associate corporate member

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The World Cement Association (WCA) has announced SiloConnect as its newest associate corporate member, expanding its network of technology providers supporting digitalisation in the cement industry. SiloConnect offers smart sensor technology that provides real-time visibility of cement inventory levels at customer silos, enabling producers to monitor stock remotely and plan deliveries more efficiently. The solution helps companies move from reactive to proactive logistics, improving delivery planning, operational efficiency and safety by reducing manual inspections. The technology is already used by major cement producers such as Holcim, Cemex and Heidelberg Materials and is deployed across more than 30 countries worldwide.

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Concrete

TotalEnergies and Holcim Launch Floating Solar Plant in Belgium

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TotalEnergies and Holcim have commissioned a floating solar power plant in Obourg, Belgium, built on a rehabilitated former chalk quarry that has been converted into a lake. The project has a generation capacity of 31 MW and produces around 30 GWh of renewable electricity annually, which will be used to power Holcim’s nearby industrial operations. The project is currently the largest floating solar installation in Europe dedicated entirely to industrial self-consumption. To ensure minimal impact on the surrounding landscape, more than 700 metres of horizontal directional drilling were used to connect the solar installation to the electrical substation. The project reflects ongoing collaboration between the two companies to support industrial decarbonisation through renewable energy solutions and innovative infrastructure development.

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