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Beyond Headlines (July-2016)

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Technological Excellence
The world?s longest and deepest rail tunnel was officially opened in Switzerland, after almost two decades of construction work. The 57 km twin-bore Gotthard base tunnel will provide a high-speed rail link under the Swiss Alps between northern and southern Europe. Switzerland says it will revolutionise European freight transport. Goods currently carried on the route by a million lorries a year will go by train instead.

The tunnel has overtaken Japan?s 53.9 km Seikan rail tunnel as the longest in the world and pushed the 50.5 km Channel Tunnel linking the UK and France into third place.

Engineers had to dig and blast through 73 different kinds of rock, some as hard as granite and others as soft as sugar. More than 28 million tonnes of rock were excavated, which was then broken down to help make the concrete used to build the tunnel.

Now the completed tunnel, delivered on time and within budget, will create a mainline rail connection between Rotterdam in the Netherlands and Genoa in Italy. When full services begin in December, the journey time for travellers between Zurich and Milan will be reduced by an hour to two hours and 40 minutes.

The tunnel?s course is flat and straight instead of winding up through the mountains like the old rail tunnel and a road tunnel opened in 1980.

About 260 freight trains and 65 passenger trains will pass through the tunnel each day in a journey taking as little as 17 minutes.

The tunnel is being financed by value-added and fuel taxes, road charges on heavy vehicles and state loans that are due to be repaid within a decade.

Swiss bank Credit Suisse has said its economic benefits will include the easier movement of goods and increased tourism.

CDP India Report: Cement manufacturers must innovate
Three Indian cement makers, among the top 12 producers of the building material in the world, have significantly reduced emissions, a report revealed by Carbon Disclosure Project (CDP) said last month.

Indian companies, especially ACC, Ambuja and Shree Cement, have brought significant changes in order to meet the Paris Agreement objectives. The new report said that 12 cement companies – worth $120bn – have been warned that "significant innovation" is necessary in order to drive efficiency beyond current standards. The Carbon Disclosure Project India (CDP India) works with Indian companies to promote sustainable development and safeguard natural capital.

The cement industry, responsible for 5 per cent of global emissions, will need to deploy highly innovative product and process technologies to meet the Paris Agreement objectives, the report said. The report also highlighted that "forward-looking" companies will see emission targets expire within the next few years, with some companies facing an earnings hit of 144 per cent before interest and tax. "This is the first piece of major research to break down how major players in the cement industry are meeting the challenge of reducing emissions in line with the science called for by the Paris Agreement," Tarek Soliman, Senior Analyst, Investor Research, at CDP said in a statement.

"The climate leadership categorically demonstrated by Indian companies especially ACC, Ambuja (both part of the Holcim group) and Shree Cement underscores their world standing. With enabling policies, these companies will be able to continue their green governance which will be crucial as the country launches a massive infrastructure push in coming decades," said Damandeep Singh, CDP India Director. Important findings from the report include:

The report recommends that in order to be consistent with the Paris Agreement, cement companies must increase their use of alternative fuel sources, implement thermal energy efficiency measures and use decarbonised substitute materials to a much greater degree.

Only three companies in the report have outlined plans for reducing their emissions in line with global carbon budgets (science-based targets) and other companies? plans are not ambitious enough.

More than 50 per cent of cement facilities are currently located in areas of water stress and the report finds water scarcity to be a potential issue for the sector. In particular, it poses a significant risk to two Indian cement companies, UltraTech and Shree Cement, as well as other companies operating in the country where water shortages exacerbated by climate change may restrict growth.

Anhui Conch Cement (China), Siam Cement (Thailand), Dangote Cement (Nigeria) and Vulcan Materials (USA), which collectively represent over $60 billion in market capitalisation, did not respond to CDP?s 2015 climate change questionnaire and are therefore not included in this report.

Dalmia Bharat expects big business from Odisha
Dalmia Bharat launched two variants of cement in Odisha last month. The two national brands launched are – Dalmia DSP cement and Dalmia cement. The products will be available across 650 dealers and network partners in Odisha. Notably, Dalmia Bharat Cement, which manages OCL India Limited in the state, markets cement under the brand name of Konark. It has cement manufacturing facilities at Rajgangpur and Kapilas Cement Works in the state. "As Bhubaneswar strives to achieve the numero uno position as a smart city, we believe that Dalmia Bharat Group with its 75 years of expertise can act as a pillar of strength in creating a blueprint for tomorrow?s growth and prosperity in terms of infrastructure," said Mahendra Singhi, MD and Group CEO.

OCL India Ltd inaugurates Bengal cement plant
OCL India Ltd, a flagship associate company of Dalmia Cement Bharat Ltd, has commissioned its Bengal cement plant in Godapiasal Industrial Park, West Midnapore. The inauguration was performed by West Bengal Chief Minister Mamata Banerjee, and was attended by a number of dignitaries and members of the company?s management team.

The new plant represents an investment of Rs 615 crore, and covers an area of 154.43 acres. The facility will produce Portland Slag Cement (PSC) and Portland Pozzolana Cement (PPC), in line with the company?s strict quality standards. The Bengal cement plant comprises state-of-the-art technology, including an ARL QUANT?X Energy Dispersive X-ray Fluorescence (EDXRF) spectrometer, Systronics Double beam UV Visible Spectrophotometer with graphic LCD, and AIMIL Mu Compression Testing Machine with automatic pace rate controller.

Eastern India accounts for 14 per cent of the country?s installed cement capacity and approximately 18 per cent of demand. The new plant represents the beginning of the company?s investment cycle in West Bengal. The group already operates two cement plants in the state, Cuttack and Rajgangour, which have a total cement production capacity of 5.35 million tpa. The new site will create both skilled and semi-skilled employment in the area and OCL intends to develop roads, bridges and health & educational facilities in the local community as part of its Corporate Social Responsibility programme.

Parth Jindal to take over as MD of JSW Cement
Parth Jindal, son of Sajjan Jindal, Chairman, JSW Group, has been appointed as Managing Director of JSW Cement. He will be assisted by Anil Kumar Pillai as CEO.


Parth, 25, who was an Economic Analyst at JSW Steel, has shown keen interest in growing the cement business and was instrumental in convincing the group to invest rupees 800 crore in the grinding unit at the site where the work on a 10-million tonne integrated steel plant with an investment of Rs.35,000 crore was stopped due to delay in allocation of raw material linkages.

JSW Cement is among the top five companies short-listed for acquiring 11 million tonne of cement capacity put on the block by Lafarge, which is selling assets in India due to its global merger with Holcim.

The JSW Group scion started training with JSW Steel when he returned after his undergrad studies at the age of 22.

Back home, Harvard-educated Jindal worked in the human resources, legal and marketing divisions, and was entrusted with chalking out a strategy to turnaround the loss-making pipe and plate mills in the US.

A football freak, Jindal is a district-level table tennis player and was instrumental in conducting special programmes to identify and groom sports talent in the country for international recognition.

Shree Cement completes expansion of Aurangabad unit
Shree Cement has completed the expansion of its grinding unit at Aurangabad, Bihar, from 2 mtpa to 3.6 mtpa, last month. The announcement was made during market hours on 22 June, 2016.

Courtesy: Businesss Line, Business Standard, Economic Times, BBC

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Steel: Shielded or Strengthened?

CW explores the impact of pro-steel policies on construction and infrastructure and identifies gaps that need to be addressed.

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Going forward, domestic steel mills are targeting capacity expansion
of nearly 40 per cent through till FY31, adding 80-85 mt, translating
into an investment pipeline of $ 45-50 billion. So, Jhunjhunwala points
out that continuing the safeguard duty will be vital to prevent a surge
in imports and protect domestic prices from external shocks. While in
FY26, the industry operating profit per tonne is expected to hold at
around $ 108, similar to last year, the industry’s earnings must
meaningfully improve from hereon to sustain large-scale investments.
Else, domestic mills could experience a significant spike in industry
leverage levels over the medium term, increasing their vulnerability to
external macroeconomic shocks.(~$ 60/tonne) over the past one month,
compressing the import parity discount to ~$ 23-25/tonne from previous
highs of ~$ 70-90/tonne, adds Jhunjhunwala. With this, he says, “the
industry can expect high resistance to further steel price increases.”

Domestic HRC prices have increased by ~Rs 5,000/tonne
“Aggressive
capacity additions (~15 mt commissioned in FY25, with 5 mt more by
FY26) have created a supply overhang, temporarily outpacing demand
growth of ~11-12 mt,” he says…

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Price hikes, drop in input costs help cement industry to post positive margins: Care Ratings

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Region-wise,the southern region comprises 35% of the total cement capacity, followed by thenorthern, eastern, western and central region comprising 20%, 18%, 14% and 13%of the capacity, respectively.

The cement industry is expected to post positive margins on decent price hikes over the months, falling raw material prices and marked drop in overall production costs, said an analysis of Care Ratings.

Wholesale and retail prices of cement have increased 11.9% and 12.4%, respectively, in the current financial year. As whole prices have remained elevated in most of the markets in the months of FY20, against the corresponding period of the previous year.

Similarly, electricity and fuel cost have declined 11.9% during 9M FY20 due to drop in crude oil prices. Logistics costs, the biggest cost for cement industry, has also dropped 7.7% (selling and distribution) as the Railways extended the benefit of exemption from busy season surcharge. Moreover, the cost of raw materials, too, declined 5.1% given the price of limestone had fallen 11.3% in the same aforementioned period, the analysis said.

According to Care Ratings, though the overall sales revenue has increased only 1.3%, against 16% growth in the year-ago period, the overall expenditure has declined 3.2% which has benefited the industry largely given the moderation in sales.

Even though FY20 has been subdued in terms of production and demand, the fall in cost of production has still supported the cement industry by clocking in positive margins, the rating agency said.

Cement demand is closely linked to the overall economic growth, particularly the housing and infrastructure sector. The cement sector will be seeing a sharp growth in volumes mainly due to increasing demand from affordable housing and other government infrastructure projects like roads, metros, airports, irrigation.

The government’s newly introduced National Infrastructure Pipeline (NIP), with its target of becoming a $5-trillion economy by 2025, is a detailed road map focused on economic revival through infrastructure development.

The NIP covers a gamut of sectors; rural and urban infrastructure and entails investments of Rs.102 lakh crore to be undertaken by the central government, state governments and the private sector. Of the total projects of the NIP, 42% are under implementation while 19% are under development, 31% are at the conceptual stage and 8% are yet to be classified.

The sectors that will be of focus will be roads, railways, power (renewable and conventional), irrigation and urban infrastructure. These sectors together account for 79% of the proposed investments in six years to 2025. Given the government’s thrust on infrastructure creation, it is likely to benefit the cement industry going forward.

Similarly, the Pradhan Mantri Awaas Yojana, aimed at providing affordable housing, will be a strong driver to lift cement demand. Prices have started correcting Q4 FY20 onwards due to revival in demand of the commodity, the agency said in its analysis.

Industry’s sales revenue has grown at a CAGR of 7.3% during FY15-19 but has grown only 1.3% in the current financial year. Tepid demand throughout the country in the first half of the year has led to the contraction of sales revenue. Fall in the total expenditure of cement firms had aided in improving the operating profit and net profit margins of the industry (OPM was 15.2 during 9M FY19 and NPM was 3.1 during 9M FY19). Interest coverage ratio, too, has improved on an overall basis (ICR was 3.3 during 9M FY19).

According to Cement Manufacturers Association, India accounts for over 8% of the overall global installed capacity. Region-wise, the southern region comprises 35% of the total cement capacity, followed by the northern, eastern, western and central region comprising 20%, 18%, 14% and 13% of the capacity, respectively.

Installed capacity of domestic cement makers has increased at a CAGR of 4.9% during FY16-20. Manufacturers have been able to maintain a capacity utilisation rate above 65% in the past quinquennium. In the current financial year due to the prolonged rains in many parts of the country, the capacity utilisation rate has fallen from 70% during FY19 to 66% currently (YTD).

Source:moneycontrol.com

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Wonder Cement shows journey of cement with new campaign

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The campaign also marks Wonder Cement being the first ever cement brand to enter the world of IGTV…

ETBrandEquity

Cement manufacturing company Wonder Cement, has announced the launch of a digital campaign ‘Har Raah Mein Wonder Hai’. The campaign has been designed specifically to run on platforms such as Instagram, Facebook and YouTube.

#HarRaahMeinWonderHai is a one-minute video, designed and conceptualised by its digital media partner Triature Digital Marketing and Technologies Pvt Ltd. The entire journey of the cement brand from leaving the factory, going through various weather conditions and witnessing the beauty of nature and wonders through the way until it reaches the destination i.e., to the consumer is very intriguing and the brand has tried to showcase the same with the film.

Sanjay Joshi, executive director, Wonder Cement, said, "Cement as a product poses a unique marketing challenge. Most consumers will build their homes once and therefore buy cement once in a lifetime. It is critical for a cement company to connect with their consumers emotionally. As a part of our communication strategy, it is our endeavor to reach out to a large audience of this country through digital. Wonder Cement always a pioneer in digital, with the launch of our IGTV campaign #HarRahMeinWonderHai, is the first brand in the cement category to venture into this space. Through this campaign, we have captured the emotional journey of a cement bag through its own perspective and depicted what it takes to lay the foundation of one’s dreams and turn them into reality."

The story begins with a family performing the bhoomi poojan of their new plot. It is the place where they are investing their life-long earnings; and planning to build a dream house for the family and children. The family believes in the tradition of having a ‘perfect shuruaat’ (perfect beginning) for their future dream house. The video later highlights the process of construction and in sequence it is emphasising the value of ‘Perfect Shuruaat’ through the eyes of a cement bag.

Tarun Singh Chauhan, management advisor and brand consultant, Wonder Cement, said, "Our objective with this campaign was to show that the cement produced at the Wonder Cement plant speaks for itself, its quality, trust and most of all perfection. The only way this was possible was to take the perspective of a cement bag and showing its journey of perfection from beginning till the end."

According to the company, the campaign also marks Wonder Cement being the first ever cement brand to enter the world of IGTV. No other brand in this category has created content specific to the platform.

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