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The buyers are picking a brand, not a commodity

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H L Jain

Advisor-Marketing and Sales, Hi-Bond Cement (India)

Gujarat-based Hi-Bond Cement (India) is rapidly expanding its reach in the country. The company is geared up to boost its capacity-from 0.9 mtpa to 1.2 mtpa-by setting up plants in Maharashtra and Rajasthan. Hi-Bond attributes its success to the high demand for its products in the market and its strong brand retention value. HL Jain, Advisor-Marketing & Sales-Hi-Bond Cement (India), talks to ICR on how a branding strategy must be crafted to meet the marketing goals. Excerpts from the interview.

How important is it to create a separate brand image for a product like cement?

Cement is usually seen as a commodity product, and world over too, it is sold as a commodity. In fact, in some countries like Gulf, no company advertises their brand or product. In India, however, companies want to project their product as something different than those sold by others and so they resort to advertising. In such a competitive environment, brand building becomes very important.

What are the channels available for building a brand? Which of the medium do you find more effective?

There are several options available such as televisions, radios, hoardings, newspapers, wall painting, etc. Apart from these, there are more specific options like engineer and architect meet, mason and contractor´s meet, consumers and dealer´s meet, site visits, to name a few.

The choice of media for branding depends on the size of market that you want to capture and also on the production capacity of the company. For a plant with a capacity of more than 2 mt per year, all the channels become important. Looking at wide reach and the costs involved, I feel that television and radio are better channels for brand propagation than newspapers.

What suggestions do you have for smaller companies with tighter budgets trying to build a brand?

They should go for radio (FM), wall paintings and hoardings. Besides these, the company must focus on below three key aspects that help building a strong brand. Clean, clear, and transparent marketing and accounting system, good network of reputed dealers and strong distribution channel, and quality of product. The total cost of branding exercise should be within the range of Rs 40 to 50 per tonne of cement to be sold. If the production capacity is smaller and involves more than one state with two different languages, then the cost is higher while returns remain the same.

Which characteristic of your brand are you trying to highlight through your advertisement?

We want to communicate clearly as our promoters are reputed and are well established industrialists with a proven track record. The product is of top quality, comparable to any other top quality product in the market. Our delivery system is prompt and efficient.

Do you feel the ´greener/environment friendly product´ angle appeals more to customers as of today?

No it does not. It is not more than a mere slogan for consumers today and they don´t bother much about it. They are more concerned about the price, the quality and the availability of the product. This awareness must be developed and the responsibility of creating it is on the entire industry as well as on the government.

Is it worthwhile campaigning in rural markets?

Nowadays, urban markets have more bulk consumers, whereas rural markets [mostly] have retail buyers. That makes it important to advertise in rural markets as well. The buyers here are picking a brand, not a commodity.

How do you look at celebrity endorsements? Does it bring more value to a product?

Celebrity endorsement does have its merits and it does affect the brand value of the product. However, this channel is very costly and must be sought only for brands that need to be sold in huge volumes in widespread markets comprising of at least 5-7 states.

Apart from cement´s strength, what are the other factors important for consumers?

Apart from strength, other factors such as durability, consistency and workability are very important for consumers.

What would be the top three things that one must keep in mind while designing a campaign or planning a branding exercise?

The top three things would be: the positioning of the brand, the size of the market/reach of the product and total quantity of the product to be marketed.

How does one evaluate the return on investment (RoI) of a branding exercise? And how soon can one expect the returns?

The returns could be realised immediately as soon as the product is launched in the market. We can say that the branding exercise has worked looking at positive feedback from the consumers and based on their repeat orders.

Could you share examples of non-traditional methods adopted by you to promote your brand?

We have not opted for a completely unconventional method so far at Hi-Bond. But in 1997, when I was associated with Binani, we tried something novel to Indian markets. At the time when we launched Binani Cement, we introduced ´cash and carry´ system. Though it was not a part of a direct branding exercise, it created a strong wave in the market. Traditional players wondered how a new player in the market is going ahead with ´cash and carry´ system, while the entire Indian market is selling on credit period of more than three months. This gave Binani a standing of its own in the market.

How does incentivising dealers compare with spending on advertising in terms of getting sales?

Simply incentivising dealers does not work. The brand awareness in the market through various media is also important and therefore a reasonable budget for that is necessary. Advertising is a variable expenditure and you can reduce or increase it according to the income of the company. Whereas incentives to the dealer is an ever-growing, fixed expenditure, which is dangerous. Unfortunately, some marketing people, under pressure from network, at times adopt this practice and ultimately damage the company severely.

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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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