Economy & Market

KJS cement lays a lot of stress on market research

Published

5 years ago

October 14, 2021

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Pawan Ahluwalia, Managing Director, KJS Cement

The new entrant in the cement industry, KJS Cement talks to ICR about the marketing strategies of the company.

What kind of marketing strategies does the company adopt to market the KJS brand?

Our USP is quality which has turned our product into brand KJS and that is why we have an edge over other well established players in the Madhya Pradesh market. Within a span of eight months, we are planning to expand our markets. It is thanks to our marketing team, which has well qualified people, most of them MBAs and having good experience in the industry; they are well acquainted with the consumer and the market trend. The first thing we did while marketing our product was market research. We got to know that selling our brand directly to the consumers would help us. This is why our freight costs came down. So, for our company we lay a lot of stress on market research.

What is the medium of advertising that is preferred by you?

There are basically three types of advertisements which are preferred by the cement makers. One is wall painting, second is hoardings and the third, TV commercials. We have already put up our hoardings in the state of Madhya Pradesh; our commercial will air this month.

How much of your funds have you allocated for branding?

I think we have a very strong budget to spend on our publicity and advertising, back- to- back. This should be about 2 to 3 per cent of the total sales turnover; in terms of money, it should be about Rs 15 to 20 crore.

What was the basic thought process that goes while designing your logo?

We wanted to project Kamal Jeet Singh Ahluwalia, our chairman’s, name in the logo. Since he is one of the highest tax payers in India and a tycoon in the steel industry, we decided to put his initials in the logo, due to which people could connect to it.

Concrete

WCA Welcomes SiloConnect as associate corporate member

Published

5 days ago

April 13, 2026

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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.

Concrete

TotalEnergies and Holcim Launch Floating Solar Plant in Belgium

Published

5 days ago

April 13, 2026

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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.

Concrete

Cortec® Corporation applauded for its strong safety performance

Published

5 days ago

April 13, 2026

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Cortec® Corporation has been recognised for its strong safety performance, receiving its sixth Governor’s Workplace Safety Award for its outstanding performance in 2025. As a Silver Achievement recipient, the company continues to maintain safety metrics well above national industry averages, an impressive accomplishment for a chemical manufacturing organisation. This achievement reflects Cortec’s proactive approach to workplace safety, focused on early hazard detection and employee involvement. The company will be formally recognised at the Minnesota Safety and Health Conference in May, highlighting how industrial companies are effectively strengthening workplace safety standards.