Economy & Market

Dalmia brand and Mary Kom stand for core values of perseverance and commitment

Published

5 years ago

October 14, 2021

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BK Singh, Senior Executive Director – Group Marketing & Corporate Communication, Dalmia Bharat

Our core concept supports better and innovative products, services and better ways doing business, hence holistically delivers best value to the key stakeholders, the trade partners, customers and end consumers, says BK Singh, Senior Executive Director – Group Marketing & Corporate Communication, Dalmia Bharat. Singh explains the motive of the company in roping in Mary Kom as their brand ambassador, as well as their branding strategies. Excerpts from the interview.

Could you share with us what made you rope in Mary Kom as brand ambassador?

As a brand with a national presence, we wanted our brand to be symbolised as national and yet local. Mary Kom fitted the slot perfectly and the timing was just right, after her Olympic win. Both the Dalmia brand and Mary Kom stand for the core values of perseverance, breaking of tradition and above all, of commitment. Our entry into this region is a serious step; we are committed to the people of the north-east. Hence, for us the right personality mattered.

Does this indicate the importance of region specific branding that could connect well with the people and their culture, and create a positive link?

You are right, while the core position of the brand of Dalmia is that of being a premium brand, trusted over 70 years and yet modern in approach like the latest technology, we need to activate according to the nuances of the markets that we plan to serve. Mary Kom is from the region and people will proudly identify with her. This brings in a connection and a direct to the heart link, as well as a unifying symbol of the land of the Seven Sisters.

There is so much of movement in your new logo; it gives an impression of continuous flow.

Yes, the identity and logo of the Dalmia brand is a very thoughtful representation of the various facets of this organisation, like expertise built over 70 years, its Indian core, traditional yet modern. It is a response to the new young India. The colourful windmill represents the tricolour of our nation, a fresh and progressive spirit. The italics fonts depict dynamism.

There is a greater shift towards the concept of green sustainability in the cement industry. But the same does not seem to be reflected in the brand positioning of the company.

Well, the industry is actively sensitive and a few companies including Dalmia are deeply involved in a well-designed sustainability programme. In fact, ‘new think’ embodies new hope, new ideas, and new directions. Thus, the brand positioning fits perfectly, creating a safe, healthy sustainable world for the India of the future. You will be happy to know that we are the third Indian cement company invited to join the Cement Sustainability Forum (CSI, Geneva, Switzerland, part of World Business Council for Sustainable Development). We have won many awards both at the national and international levels for our green sustainability efforts.

How do you rate your brand positioning in terms of differentiating a product and creating value?

As the positioning indicates, the brand stands for innovations and fresh ways to deliver value to our customers. These manifest in many forms while in the interaction or consumption stage. This then creates the foundations for differentiation. In the north-east, we have adopted new packaging, a first in industry quality assurance hologram which supports the best- in-quality product inside. Additionally, we have introduced various innovative programmes to connect with trade partners, customers and influencers, used technology to support speed, efficiency and above all, a new delightful experience. Our positioning has helped define our delivery in product, service, emotional quotient and overall value to all our stakeholders.

How do you view the potential of aligning with sports?

The strength of the positioning of the brand gives that flexibility to encompass wider areas of creating value, including sports. In fact, we are behind our brand ambassador in her effort to popularise her favourite sports in her own way. We are open to any opportunity in future to connect and unleash the immense potential of the sportsmen of the region.

Do you think this will help create the trust in different set of customers like retail, institutional and corporate customers?

The core is fresh and new ways of doing things and it is in response to the new India, the growing India. India is at the cusp of becoming an economic superpower and eventually finding its rightful place in the world order. We believe the youth of India has a significant role in this journey, and fresh ideas and approaches naturally connect with them. The core concept supports better and innovative products, services and better ways doing business with, and hence holistically delivers the best value to the key stakeholders, the trade partners, customers and end consumers.

Was the rural-urban divide a problem while designing the ad campaign?

It can be a challenge for any marketing organisation but as we see the power of communication and information flow becoming seamless and instantaneous, the expectations start converging. Hence, my personal view is that the core concept can be universal across markets while the delivery medium will need calibration and fine- tuning as per the type of markets and consumers.

Concrete

Wonder Cement appoints Mahesh Singh as VP Corporate Brand Communication

Published

4 days ago

October 9, 2026

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Singh brings 20+ years of brand and marketing experience, and will lead integrated corporate brand communication initiatives at Wonder Cement

New Delhi

Wonder Cement, a leading cement manufacturer, has appointed Mahesh Singh as Vice President – Corporate Brand Communication. In his new role, he will oversee corporate brand strategy and communication, including digital and performance marketing, public relations, trade, events, exhibitions, sports and experiential marketing.

Singh brings over two decades of experience across marketing and communications, with roles spanning the automotive industry, agencies and entrepreneurship. He spent more than a decade with Honda Motorcycle & Scooter India, working across integrated communication, media, digital, retail and consumer engagement. His stint also included helping build the company’s digital marketing capabilities.

He moved to dentsu X India as Vice President – Strategy & Planning, working across categories such as automotive, auto components, electric vehicles, FMCG, consumer electronics, BFSI, apparel and brand consulting. His responsibilities included media and marketing strategy, product launches, content, performance marketing and consumer activations.

Singh subsequently took an entrepreneurial route with Radiant Brands before joining Shriram Ltd (SPR Autotech) as Head – Marketing & Communications. There, his remit included brand and corporate strategy, communications, PR and ORM, retail identity, loyalty programmes and events.

At Wonder Cement, Singh will be responsible for bringing together the company’s corporate brand communication initiatives across digital, performance marketing, PR, trade, sports and experiential platforms. The role will focus on creating an integrated approach to communication across consumers, trade partners and other key stakeholders.

The appointment brings to Wonder Cement a marketer whose career has spanned the brand, agency and entrepreneurial sides of the communications ecosystem.

Wonder Cement, part of the RK Group, is a cement manufacturer with roots in Rajasthan and a focus on quality, trust and transparency. The company has grown to six manufacturing plants, and a cement capacity of 21.5 MTPA. With more than 2,000 employees and a network of over 5,000 dealers, its operations span manufacturing, distribution and customer engagement, with a focus on consistent product quality and efficient execution.

Concrete

JSW Cement commissions additional 1 MTPA grinding unit at Nagaur

Published

5 days ago

October 8, 2026

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With this commissioning, JSW Cement’s total cement grinding capacity has increased to 25.10 MTPA,
Mumbai

JSW Cement, one of India’s leading green cement producers and part of the diversified JSW Group, today announced the successful commissioning of an additional 1.00 MTPA cement grinding unit at Nagaur, Rajasthan. The commissioning marks another significant milestone in the Company’s growth strategy.

With this commissioning, JSW Cement’s total cement grinding capacity has increased to 25.10 MTPA, while its total clinker manufacturing capacity, including clinker capacity at its joint venture, JSW Cement FZC, stands at 9.74 MTPA.

JSW Cement had commenced operations in North India in March 2026 with the Nagaur Integrated Plant, comprising a 3.30 MTPA clinkerisation unit and 2.50 MTPA cement grinding unit. With the commissioning of the additional 1.00 MTPA cement grinding unit, the plant’s total cement grinding capacity has increased to 3.50 MTPA, enhancing the company’s ability to cater to the growing cement demand across Rajasthan, Haryana, Punjab and the National Capital Region (NCR). The expansion has been funded through a strategic mix of equity and long-term debt.

During the quarter ended 30th September 2026, JSW Cement has also commissioned the Alternate Fuel Handling System and the Waste Heat Recovery system (WHRS) at the Nagaur Integrated Plant.

Nilesh Narwekar, CEO, JSW Cement, said: “The commissioning of additional 1.00 MTPA grinding capacity at Nagaur is a key strategic priority for us and will accelerate JSW Cement’s expansion into North India. We look forward to servicing the growing needs of the region and contributing to the economic growth of Rajasthan, Haryana, Punjab and the NCR area. I am delighted to share that the company has commissioned this grinding unit within the expected timeline, showcasing our project execution capabilities. Further, the Alternate Fuel Handling System and the Waste Heat Recovery system (WHRS) are expected to substantially reduce our production costs going forward.”

Concrete

UltraTech becomes first Indian cement firm to cross 2 GW green energy

Published

6 days ago

October 7, 2026

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UltraTech Cement has crossed 2 GW of captive green energy capacity, with renewables and waste heat recovery meeting 48 per cent of its power needs.

Mumbai

UltraTech Cement Limited has surpassed 2 GW of installed green energy capacity for captive use, becoming the first cement company in India to achieve the milestone. The Aditya Birla Group company commissioned 116.55 MW of wind capacity at its Inter-State Transmission System-connected wind-solar hybrid project in Barmer, Rajasthan, along with 10 MW of Waste Heat Recovery System capacity at Sarlanagar Cement Works in Karnataka.

With these additions, UltraTech’s cumulative installed green energy capacity has reached 2,024 MW. This includes 1,580 MW of renewable energy capacity and 444 MW of waste heat recovery capacity, together meeting around 48 per cent of the company’s current power requirements.

The company said the milestone reflects the progress of its long-term energy transition strategy. In FY27 so far, nearly one-third of UltraTech’s 76 manufacturing units in India have maintained green energy utilisation above 50 per cent of their electricity requirements, while five units have crossed 95 per cent.

K C Jhanwar, Managing Director, UltraTech Cement Limited, said, “Crossing the 2 GW green energy milestone is the result of a strategy we have pursued consistently over the past decade. Cement is an energy-intensive, hard-to-abate sector, and showing that reliability and growth can go hand in hand with a rapid shift to green energy sets a benchmark for the industry. With nearly half of our power needs now met through green energy, we are significantly less exposed to fossil fuel supply constraints and power price volatility. As we scale up renewables, waste heat recovery and battery storage across our operations, we are building an energy foundation for stable, long-term growth.”

UltraTech commissioned 430 MW of green energy capacity in FY26 and continues to expand its renewable energy and waste heat recovery portfolio.

The company is also progressively integrating Battery Energy Storage Systems across its operations to improve renewable energy utilisation and supply reliability.

In 2025, UltraTech operationalised what it described as India’s first on-site hybrid round-the-clock renewable energy project at Sewagram Cement Works in Gujarat. The project combines solar, wind and battery storage.

As part of its decarbonisation strategy, UltraTech said it has not invested in new captive thermal power capacity for either greenfield projects or brownfield expansions at its integrated units for more than a decade.

The company said its expanding green energy portfolio is helping reduce dependence on conventional grid electricity and fossil fuel-based power, while lowering exposure to fluctuations in coal and electricity prices.

UltraTech aims to increase green energy’s share in its total power mix to 85 per cent by 2030. As a member of RE100, it has also committed to meeting 100 per cent of its electricity requirement through renewable sources by 2050.

UltraTech Cement, the cement flagship of the Aditya Birla Group, has a total grey cement capacity of 210.1 MTPA and white cement and putty capacity of 3.5 MTPA. The company is also a signatory to the GCCA Climate Ambition 2050 and has committed to the GCCA Net Zero Concrete roadmap.