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Be truthful in whatever message that is being given to the market.

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Established in 1937, Kalyanpur Cements runs the only integrated cement manufacturing facility in Bihar. The company is one of the leading cement manufacturers in eastern India, supplying cement to Bihar, Jharkhand and Uttar Pradesh. Some of the well- known brands from Kalyanpur Cements include KC Super, KC Special and the Castcrete brands. While interacting with ICR on effective marketing strategies, Faisal Alam, President (Sales and Marketing), Kalyanpur Cements, stresses on value addition to the product and having a truthful approach towards brand building.

What is your thought process behind the preparation of your media plan?

First and foremost, budget provision, which is followed by cost vs. extended visibility analysis (for example preference of tractor and trolley paintings over hoardings and wall paintings), innovative means of advertisement and sales promotion that highlight the of USP of the brand. There are several options available for media planning but the main driving thought is to be unique and at the same time be cost-effective.

What are the challenges that you foresee in the market and how have you factored them into your marketing strategy?

There are several challenges in cement marketing, such as increasing cement production capacities with supply surpassing demand which has led to cut- throat competition, entry of new brands in the market, innovative schemes introduced by all players primarily aimed at increasing market share, consolidations and mergers leading to economies of scale leading to low production cost and consequently, a rise in market penetration by competitors, etc.

Countering these forces involves deeper networking into the market, winning over dealers and masons; multi-branding and multi-pricing strategies, cost control, giving value for money and imbibing TQM (Total Quality Management) strategies in the business process.

Soaring raw material prices have forced cement prices up. How will you entice consumers to shell out extra for your product?

The key is in value addition, where overall the product value is enhanced in terms of better bags, faster setting properties, faster strength gain, shortened delivery time, etc. The overall rise in price is offset by a decrease in cost to the end user in many other ways due such value additions.

Which is a better strategy, distributing through few large dealers or routing it via an extensive network of small dealer outlets?

A combination of both, depending on the market, whether rural or urban, and also on the quality of dealers available in a given region. Apart from this, there are many other factors such as market share, brand loyalty, region wise demand, etc.

Cement is seen more as a commodity than as a specialised product. In such a scenario, how do you create brand differentiation?

There are in fact, more ways than one to do this. Highlighting USP in the marketing promotions, maintaining consistent quality of the product, insisting on TQM till the cement is used and customers are fully satisfied, go a long way in establishing a brand identity. Apart from this, value additions, innovative schemes for dealers, masons, customers and other such ways help the brand develop a loyal following.

How do you reach construction professionals at different levels, ranging from civil engineers and consultants to contractors and masons?

We maintain a strong communication channel by organising regular meets and get-togethers of different fraternities and by continuous efforts to strengthen our associations. For masons we have devised a plan and it has been implemented very regularly. Under this ´Masons contact programme,´ small masons meet at our dealers counter. The meet fosters knowledge sharing and community building. We also distribute useful gifts to dealers and offer schemes at regular intervals. This, over the years, has built a strong mason loyalty towards our brand.

Quality perception of cement varies from customer to customer. How is this reflected in your marketing plan?

We do it by highlighting that USP of the brand which directly impacts the quality; freshness is linked to shortest period of delivery by road and therefore, achievement of best results. We create awareness amongst all our quality- conscious customers, mainly about the important projects. This creates strong trust in the brand.

Other than price and quality, which other factors influence buying decisions?

The strong will of the dealer to promote the brand and technical advice of the masons influence buying decisions, as also the freshness of cement and packing matters to a significant number of buyers.

What are marketing plans for promoting your products?

In short, adding value to the product in more than one way, highlighting the USP of my product, which gives it a competitive edge (but with all honesty), innovative ideas and schemes for dealers and masons, new means of advertising and involving one and all in maintaining quality at all levels and in whatever that is done.

What is your mantra for effective brand- building?

Effective brand- building involves everything that I have already said but over and above all, it is most important to be truthful in whatever message that is being given to the market and to be very sincere in the talk and deeds that follow.

Selling cement like hot cakes

When Faisal Alam, took charge of promoting Kalyanpur Cement brand, the company was going through a very rough patch. The financial situation was very critical and the market was highly competitive, with giants in the field. With an educational background of CFA (Chartered Financial Analyst) and MBA and an industrial experience gained at Modi Xerox and Kuwait Oil Company, Faisal had the task to turn this situation around. He first started with examining the ground reality. In his words, ´I saw the actual ground level scenario in the market, and it was very different from what we studied as MBAs or in academics. I had to apply local solutions and at times had to even go against conventional logic.´

Alam started with a multi-pronged approach, looking at improvements in production to stimulating the market about his brand. He started developing the market as close as possible to the plant to cut down cost of logistics. He was one of the pioneers in starting the Masons Meet programme in his region. ´Everybody targets dealers, but masons are very important and their influence of buying decision cannot be ignored,´ he says. It was this interaction that helped Alam realise the importance of freshness factor for the masons. The company came up with the Hindi slogan ´Garma garm cement,´ meaning `hot cement, ` perceived as an indicator of freshness by masons. And this struck the cord with masons. As a result of his continued efforts, not only did the company make it out of tough times but today, the demand for the brand is more than twice its production capacity.

Also, as an entrepreneur within the company, he started many projects mainly of cement- based building materials and real estate business. At the moment they stand amongst the top builders in the State of Bihar. Kalyanpur Cement still has a long way to go but it is on the right track, being consumer focused.

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Concrete

Cement Makers Reaffirm Commitment to Sustainable Growth

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World Environment Day spotlight on innovation and circularity

On World Environment Day, the Indian cement industry reiterated its commitment to supporting India’s climate ambitions through sustainable manufacturing, resource efficiency and the adoption of cleaner technologies.

The Cement Manufacturers’ Association (CMA) said the sector remains aligned with the Government of India’s Net Zero commitments and is accelerating efforts to reduce its environmental footprint while supporting the country’s infrastructure and development agenda.

Parth Jindal, President, CMA and Managing Director, JSW Cement, said the industry is increasingly adopting cleaner technologies, improving energy efficiency and expanding the use of alternative fuels and raw materials. He also highlighted the growing importance of circular economy practices, where industrial by-products and waste streams from one sector are utilised as resources in another.

“The Indian Cement Industry is aligned to the Government’s commitments on carbon mitigation and is accelerating the adoption of cleaner technologies, resource efficiency and circular economy practices while actively exploring the potential of Carbon Capture, Utilisation and Storage (CCUS) as a critical pathway for deep decarbonisation,” said Jindal.

He added that coprocessing industrial waste and by-products helps conserve natural resources, reduce disposal requirements and lower the environmental footprint across multiple sectors.

According to Jindal, sustainability is no longer limited to manufacturing processes but is increasingly influencing investment decisions, innovation strategies and long-term growth plans within the industry.

Echoing similar views, Dr Raghavpat Singhania, Vice President, CMA and Managing Director, JK Cement, said sustainable development extends beyond emissions reduction and must also focus on responsible resource utilisation and waste minimisation.

“Sustainability in the built environment cannot be measured by emissions alone. It is equally about how efficiently we use resources, how effectively we minimise waste and how responsibly we create the infrastructure that will serve future generations,” said Singhania.

He noted that the cement industry is advancing its sustainability agenda through greater resource efficiency, increased circularity, technological innovation and continuous improvements in manufacturing practices. As a key contributor to India’s infrastructure development, the sector has a critical role to play in balancing economic growth with environmental responsibility.

On the occasion of World Environment Day, industry leaders reaffirmed their commitment to supporting India’s climate goals while delivering the materials required for resilient, durable and sustainable infrastructure.

 

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Concrete

Building a Greener Future Together

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Environmental sustainability requires immediate action, not just long-term commitments and discussions. Recycling, circular economy practices, and technology-driven waste management can help industries reduce environmental impact while supporting sustainable growth.

Author: Jignesh Kundaria, Director and CEO, Fornnax Technology

World Environment Day serves as an important reminder that environmental sustainability can no longer remain confined to discussions, reports, or long-term commitments. The environmental challenges facing the world today demand immediate, measurable, and collective action. Across industries and communities, waste generation continues to outpace our ability to process it responsibly, placing increasing pressure on ecosystems, natural resources, public health, and the well-being of future generations.

One of the most significant shifts required today is a change in how society perceives waste. Rather than being viewed as a material to be discarded, waste must be recognised as a valuable resource that can contribute to both economic growth and environmental protection when managed through the right technologies and systems. This mindset forms the foundation of the circular economy model that countries across the world are increasingly adopting to reduce landfill dependence, recover valuable materials, and create more sustainable industrial ecosystems.

India has made meaningful progress in strengthening awareness around sustainability, recycling, and environmental responsibility over the past decade. Significant efforts are being made to formalise the recycling sector through improved infrastructure, technology adoption, policy implementation, and broader stakeholder participation. These developments are creating a stronger foundation for responsible waste management and resource recovery across the country.

However, achieving long-term environmental impact requires collaboration from all stakeholders. Industries, policymakers, technology providers, and communities must work together with greater accountability to strengthen recycling ecosystems, encourage responsible waste management practices, and create sustainable outcomes through consistent execution rather than temporary interventions.

As someone closely associated with the recycling industry, I firmly believe that technology will play a decisive role in addressing future environmental challenges. Advanced recycling systems have the potential to recover valuable resources, reduce pollution, minimise landfill burdens, and conserve energy, creating a more sustainable future for generations to come. This belief is deeply reflected in Fornnax’s motto, “Committed to Create a Green Future,” which embodies our commitment to building long-term environmental value through innovation and responsible action.

At the same time, technology alone cannot deliver meaningful change. Real progress requires intent, awareness, participation, and a shared sense of responsibility. Sustainable development can only be achieved when innovation is supported by collective action and a genuine commitment to environmental stewardship.

On this World Environment Day, let us move beyond conversations and take meaningful steps towards creating a cleaner, greener, and more sustainable planet. By embracing innovation, strengthening recycling ecosystems, and acting responsibly today, we can create lasting environmental impact and secure a better future for generations to come.

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Concrete

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

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

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

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

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

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

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

Expanding market reach

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

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

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

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