Economy & Market

KJS will strive to make its dealers market leaders

Published

5 years ago

October 14, 2021

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PK Ahluwalia, Managing Director, KJS Cement.

KJS, on the occasion of Founder’s day Celebrations, announced a capacity expansion from 2.5 mtpa to 5 mtpa by the end of 2015. The company has a goal to become the top national player in the cement industry with its KJS Cement Vision-2020. KJS is in the process of erecting two grinding units of 1 million tonnes per annum each in Bihar and Jharsuguda, Odisha along with additional clinkerisation capacity of 2.5 million tonnes; this will raise the capacity of KJS Cement to 5 million tonnes p.a. and make them one of the largest plants in the country. They have already applied for additional mines. Complementing the capacity growth, the marketing network too has been growing wider and stronger. PK Ahluwalia, Managing Director, KJS Cement, talks about an approach that nurtures the company associates and fuels growth, too. Excerpts from the interview.

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

Our media plan was developed using typical insights from the cement trade; most importantly, we put our money where the return in terms of recall is optimum. Television and print media form key components of our media plan, as we have set a target of becoming a brand to reckon with in the next year. Apart from the mass media build-up, we strongly believe in tactical visibility which helps the KJS brand to connect with its customers in rural areas. Our media plan is inspired by the vision to make KJS a premium brand.

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

We know the capacity to be well matched with demand, which will encourage companies to move towards better brand marketing rather than commodity selling.

Till that happens, cement remains in the grey zone of being a commodity as well as a brand. Buying will be driven by both brand recall and pricing. The challenge lies in assimilating KJS’ capacity in the market and then graduating to develop a premium brand. The idea is to maintain volume and simultaneously build value for the KJS cement brand. KJS Cement will strive to gain a share in the lucrative trade segment and become a preferred brand. Of course, we understand that it will take time and much effort.

Soaring raw material prices have forced cement prices up. How can one persuade consumers to shell out extra for your product?

Yes, raw material prices have pushed up the costs. It is clear that the consumer will shell out at a premium only if he sees value in the brand and does not see cement merely as a product. We believe in the creation of value through superior services like civil engineers educating the masons on how to improve the construction practices and also advising concrete consultants on the scientific and effective use of cement. Cement is an intermediate product, which in conjunction with the right construction practices, leads to building stronger homes for the middle class in the nation. The construction expertise in the nation must evolve to be on par with those in the developed nations. At KJS, our QC team visits the market and draws samples of other brands for comparative testing in the presence of actual consumers. These services distinguish us from other brands. Premium creation, we believe, will come from premium management and processes.

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

The design and shape of the network is immaterial, the objective is to distribute enough material to every city, tehsil centre, rural mandis, and ensure that we price the brand on par or higher than the competition. Though initially, during the launch phase, we have go with few large dealers, eventually, after one- and-a- half years of operations and crossing 1.12 lakh tonnes per month, we are beginning to focus on an extensive and deep network of smaller dealers who will co-exist with the larger dealers. In fact, we envision our network to be like a close- knit and a growing family.

Cement is seen more as a commodity than a specialised product. How do you create brand differentiation and stand apart?

We believe in converting the commodity into a consumer brand through an effective advertising strategy driven by a techno-marketing team of civil engineers who will reach out to the consumers/ users, adding value through knowledge and world class construction practices. The trick is to execute the strategy effectively at the ground level and build brand differentiation. Our key differentiators are brand quality and market services which conform to BIS and are of world class cement industry standards.

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

The KJS team maintains a close interaction with leading civil engineers across the country and also actively participates in the government initiatives for rural construction. We associate with contractors who are working for the Gram Sadak Paryojana in MP and with the Mandi Parishad Samiti in UP. We reach them through our extensive network of dealers and civil engineers.

Quality perception of cement varies from customer to customer. How do you factor this into your marketing plans?

Quality perceptions are built with time and experience of the consumers. KJS Cement has built up a high reputation for its quality in a short time. A-grade quality always creates A-grade quality perception, which in turn leads to brand perception. We follow an uncompromising approach towards quality in everything from product to the management of company and services. This approach gives us the edge in quality perception.

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

Word-of-mouth or the referrals from the peer group is the single biggest influencer of consumer decisions in every industry, including cement.

What are your current and future marketing plans / initiatives for promoting your products at different levels?

At KJS, our marketing initiatives will include creating market share consolidation in the core market and expanding our network in long-lead lucrative markets.

The plan will include careful identification of such markets, with a viewpoint of upcoming capacities in the area.

Over and above all this, we will continue to remain committed to inclusive growth and will ensure that our business associates continue to grow and flourish with the company. KJS will strive to make its dealers market leaders.

Economy & Market

Leonard Unveils Dual-Head Robotic Arm for Hazardous Industrial Demolition

Published

1 day ago

October 30, 2026

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Leonard unveils Descender Duo, a dual-head robotic demolition arm designed to improve industrial safety and reduce shutdown time by up to 50 per cent.

Industrial robotics and refractory services specialist Leonard has launched Descender Duo, a dual-head robotic demolition arm designed to improve safety, accelerate maintenance and reduce shutdown times in hazardous industrial environments. The system made its debut at Lisahally Power Station in Northern Ireland, removing 25 tonnes of slag material within hours.

Developed for the cement, metals, waste-to-energy and petrochemical industries, Descender Duo enables remote-controlled refractory demolition, anchor cutting and welding, and refractory spraying inside boilers, calciners and silos. Its vertical-access design eliminates the need for personnel to enter confined, high-risk spaces during these operations.

Weighing less than two tonnes, the pre-assembled system requires an access opening of just 1.2 m². Supported by an external overhead hoist, it uses electrically operated hydraulic stabilising legs to secure itself inside vessels. The robotic arm offers 360-degree rotation and is suited to vessels approximately 9 m in diameter, with its operating reach extendable through strategically positioned access points.

Equipped with two independently controlled robotic heads, Descender Duo can perform identical or different tasks simultaneously, including refractory demolition, anchor cutting and spraying. Its remote-control system incorporates live camera feeds, allowing operators to monitor operations without entering hazardous environments.

According to Leonard, the technology can deliver time savings of up to 50 per cent compared with manual methods. Its ability to operate at temperatures exceeding 100°C allows maintenance to begin as early as 24 hours after burner shutdown. An all-electric power supply further supports cleaner and more cost-efficient operations.

First Deployment Demonstrates Shutdown Efficiency

The system was first deployed at Burmeister & Wain Scandinavian Contractor’s (BWSC) Lisahally Power Station in Londonderry, Northern Ireland. The facility generates electricity from grade C waste wood, supplying approximately 40,000 homes and businesses.

Leonard and BWSC collaborated to develop a customised solution for the plant’s 26-metre furnace, where extensive external pipework created significant access challenges.

Mark Leonard, Managing Director, Leonard, said, “It required new thinking and rather than step away from the problem we were committed to solving it for the customer, with the customer. We’re relentless in our approach to tackling complex challenges, head-on. We took our years of cement plant experience, coupled with our working knowledge of the BWSC plant, and designed, engineered and tested a completely new vertical solution within just seven weeks from that initial conversation with the customer. That solution was the Descender Duo as we know it today.”

Traditionally, the furnace required a cooling period of up to 36 hours before preparatory work could begin, followed by manual slag removal using rope-access personnel. With Descender Duo, work commenced just 24 hours after shutdown, reducing downtime by up to one day.

The deployment removed 25 tonnes of slag within hours, eliminated the need for at least six workers to enter the hazardous furnace interior and saved 26 hours in the shutdown programme.

“The effectiveness exceeded expectation,” said Martin Doran, Plant Manager at Lisahally Power Station.

“When the Descender Duo concept was first discussed, we had to spend some time with the team from Leonard looking at how it was going to be moved into the furnace. Every site is different and that presented its own challenges, but nothing that the team couldn’t overcome. Once it was installed we were hugely impressed by its efficiency.”

Expanding Industrial Robotics Applications

Descender Duo joins Leonard’s existing portfolio of robotic maintenance solutions, including the Axis horizontal-access arm, Nano confined-space access arm, Charger cement mill media recharging system and Calibre cement mill media grading system.

Headquartered in Northern Ireland, Leonard provides robotic refractory demolition, installation, inspection and industrial maintenance services across the cement, metals, energy, biomass, glass and civil engineering sectors.

Formerly known as G Leonard, the company has more than 35 years of industry experience and operates across Europe, North America, the Middle East, Africa and Asia-Pacific.

The latest innovation reinforces Leonard’s focus on replacing hazardous manual processes with robotic systems that improve workforce safety, enhance operational efficiency and minimise industrial downtime.

Concrete

Martin Engineering Appoints Ashwini Khunte as India General Manager

Published

1 day ago

October 30, 2026

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Martin Engineering names Ashwini Khunte India General Manager to strengthen operations and drive growth across key bulk material handling sectors.

Pune

Martin Engineering, a global provider of bulk material handling solutions, has appointed Ashwini Khunte as General Manager of its India business, strengthening its leadership as the company expands its presence across the country’s cement, mining, steel, power and infrastructure sectors.

Khunte brings more than a decade of experience with Martin Engineering, having joined its Indian operations in 2013 as a Design Engineer, shortly after the company established its presence in the country in 2012.

A mechanical engineer by qualification, she spent her initial five years developing bulk material handling solutions in collaboration with the company’s operations team. During this period, she gained extensive experience addressing operational challenges in the steel, cement and coal industries. She subsequently moved into project engineering, managing major engineering, procurement and construction (EPC) and original equipment manufacturer (OEM) projects from initial enquiry to commissioning. Her responsibilities later expanded to overseeing Martin Engineering’s conveyor product portfolio in India, involving customer engagement, technical presentations and site visits across heavy industries.

In 2024, Khunte was promoted to Head of Sales & Marketing for the company’s Europe, Middle East, Africa and India (EMEAI) region. The position broadened her international market exposure and strengthened her strategic and commercial leadership capabilities.

Commenting on her appointment, Ashwini Khunte, General Manager, Martin Engineering India, said: “India represents a tremendous opportunity for Martin Engineering. The country’s continued investment in cement, mining, steel, power and infrastructure is creating increasing demand for safer, cleaner and more productive bulk material handling, and that’s exactly what we do. My priority will be to build on the strong foundations already established in India, while continuing to develop our people, strengthen customer relationships and bring practical solutions to the challenges faced by our industry.”

Robert Whetstone, Area Vice President – EMEAI, Martin Engineering, highlighted Khunte’s technical expertise, market understanding and leadership experience.

“Ashwini brings an exceptional combination of technical understanding, customer knowledge and commercial leadership. She has grown as Martin Engineering has grown, and has consistently demonstrated outstanding capability to transform her expertise into practical solutions. Her knowledge of the Indian market, together with her international experience, makes her ideally suited to lead our India business through its next stage of growth for years to come.”

Since establishing its Indian business in 2012, Martin Engineering has expanded its local workforce, manufacturing capabilities and dealership network. The company supplies conveyor products, transfer point solutions, material flow aids, training and technical support to bulk material handling industries. Khunte’s appointment positions the company to further strengthen customer relationships and expand its solutions portfolio in India’s growing industrial and infrastructure markets.

Concrete

Fornnax Wins AIRIA’s Special Export Award for Rubber Machinery in 2025-26

Published

2 weeks ago

October 19, 2026

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Fornnax Technology Pvt. Ltd. has been honoured with the Special Export Award – Rubber Machinery for 2025–26 by the All-India Rubber Industries Association (AIRIA), in recognition of its highest exports of tyre recycling plants to the European region.

With more than a decade of experience in India’s tyre recycling industry, Fornnax has contributed to the development of advanced recycling technologies and infrastructure. The company currently holds a 90% market share in India’s domestic tyre recycling sector, while exports account for 30% of its business, spanning markets such as Europe, Australia and the GCC.

The award marks another milestone for Fornnax, whose tyre recycling lines and advanced shredding technologies are supporting the growth of the circular economy in India and international markets.

Commenting on the recognition, Mr. Jignesh Kundaria, Founder and Director of Fornnax, said:

“This honour from AIRIA is a reflection of an incredible journey we have undertaken over the years. When we started Fornnax, there was no established recycling industry in India to follow. We chose to build for the future instead. Today, when you see India’s tyre recycling sector, it has already transformed into a dynamic, high-growth industry and we are extremely proud to have played our part in building it.”

Unlike standalone equipment suppliers, Fornnax focuses on developing complete, high-capacity recycling infrastructure. Its integrated systems combine multiple stages of shredding and size reduction to enable efficient, continuous operations. This system-level engineering approach helps recycling operators improve throughput, equipment reliability and operational consistency.

The recognition reinforces Fornnax’s commitment to developing engineering technologies that contribute to a more efficient and circular recycling ecosystem.

Looking ahead, the company aims to expand its international presence while continuing to develop advanced shredding and recycling solutions to address the growing volumes and evolving requirements of the global recycling industry.

For more information, visit: www.fornnax.com