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

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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.

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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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