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Wealth out of waste

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Despite a decision to divest cement in 2000, Tata Chemicals, finds that cement is a success story for the company especially since the product was born out of an environmental initiative.

Tata Chemicals is a global company with interests in businesses that focus on LIFE: Living, Industry and Farm Essentials. The story of the company is about harnessing the fruits of science for goals that go beyond business. This story began in Mithapur, Gujarat in western India with the creation of a plant that would raise a wealth of marine chemicals from the ocean, with the potential to touch human lives in many ways. From these humble beginnings, a market-leading international business has been created, with operations across four continents. Through its living essentials portfolio the company has positively impacted the lives of millions of Indians. Tata Chemicals is the pioneer and market leader in India’s branded Iodised salt segment. With the introduction of an innovative, low-cost, nanotechnology-based water purifier, it is providing affordable, safe drinking water to the masses.

Tata Chemicals is the world’s second largest producer of soda ash with manufacturing facilities in Asia, Europe, Africa and North America. The company’s industry essentials product range provides key ingredients to some of the world’s largest manufacturers of glass, detergents and other industrial products. With its farm essentials portfolio the company has carved a niche in India as a crop nutrients provider. It is a leading manufacturer of urea and phosphatic fertilisers and, through its subsidiary, Rallis, has a strong position in the crop protection business. TCL’s cement business grew out of a sustainability and environment activity; the cement plant at Mithapur was set up to consume solid waste generated during the manufacture of soda ash. The area around Mithapur is rich in limestone. Given the region’s proximity to the sea, salt is also found here in abundance. Lime and salt are the main ingredients in the production of soda ash. The manufacturing process of soda ash leaves behind a large quantity of unutilised limestone and calcium products in the slurry. In order to utilise the by-products and unutilised limestone, TCL put up a modern cement plant at Mithapur. Tata Chemicals supplies high quality, premium grade cement in the Gujarat market.

Builders, architects and masons know that if they use cement of poor quality their building will be unsafe and suffer from seepages during monsoon. They trust Tata Chemicals, which manufactures two varieties of cement under the brand name Shudh Cement. The company manufactures OPC grade 53 and masonry cement.

OPC grade 53: TATA Shudh OPC 53 Grade is high performance cement far exceeding the codal requirement of IS 12269-1987. It is produced from high quality clinker ground with high purity gypsum. TATA Shudh 53 Grade OPC with superior compressive strength is ideal for:

Residential, Commercial multi-storeyed building and complexes. All types of RCC. Masonry, Plastering. Flooring and foundation works.Industrial works and heavy defence structures like Bunkers Culverts, roads, water retaining structures. Pre-stresscd concrete work like bridges, silos, etc.

Pre-cast elements such as Railway sleepers and concrete poles.

• Consistent compressive strength, best suitable for Indian climate.

• Optimum particle size distribution

• High fineness enhances workability with proper water cement ratio ensuring dense and durable concrete.

• Low heal of hydration, reduces cracks

• Highly durable and sound concrete due to very low percentage of alkalis, chlorides, magnesia and free lime in its composition.

• Almost a negligible chloride content result in restraining corrosion of RCC structure in hostile environment.

• Consistent quality for consistent performance.

• Significant saving in cement consumption while making cement concrete and increases output of precast due to high early strength.

• Dark colour wthaesthetic benefit.

Masonry Cement: Masonry Cement has characteristics to ensure economy and quality at the site. Masonry cement generally contains Portland cement for early strength, plasticizers for water retention and plasticity and Air entraining agents for workability.

TATA Shudh Masonry is manufactured using the best quality clinker made out of high purity limestone. These ingredients are accurately proportioned and controlled throughout the manufacturing process to ensure uniform product.

Mortar acts as binder, but it is much more than that. It is a spacer, a leveling method, a means of maintaining plumb and most importantly, a method of sealing the joints and preventing water penetration.

Mortar made of TATA Shudh Masonry offers excellent strength and water resistance, along with other advantages such as,

• Ease of use (buttery consistency), spreading easily off the trowel.

• Adhering to vertical surfaces and even the under sides of horizontal surfaces.

• High on fineness giving excellent aesthetics to the structures.

• Remains plastic longer so that masonry units can be properly placed.

• Superior resistance to sulphate attack.

• Excellent resistance to freeze and thaw deterioration, ultimately achieving durable construction.

• Good water retentivity with presence of air entraining agents.

• High on crack resistance with low heat of hydration and more resistance to water permeability

• Improved efficiency of masons as this is easy to use and isn’t heavy

It is important to know that the ability to resist the extremes of repeated freeze-thaw cycles without deterioration is critical for the long-term performance of mortar.

Masonry cement mortars have greater resistance to freeze-thaw action than Ordinary Portland Cement (OPC) Mortar.

The cement products are made in a 1,500 tonne per day capacity plant with state-of-the-art technology, which includes quality control at every stage of the production process with an online x-ray analyser. This ensures a high level of consistency of quality in the manufacturing process.

Shudh Cement has already acquired a three percent share of the cement market in Gujarat despite tough competition. It has been recognised in the market as a superior product, ideally suited for quality constructions. Shudh Cement far exceeds the quality norms and specifications prescribed by the Bureau of Indian Standards. The plant was set up way back in the year 1993 and the product has carved a niche for itself.

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Economy & Market

Power Build’s Core Gear Series

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A deep dive into Core Gear Series of products M, C, F and K, by Power Build, and how they represent precision in motion.

At the heart of every high-performance industrial system lies the need for robust, reliable, and efficient power transmission. Power Build answers this need with its flagship geared motor series: M, C, F and K. Each series is meticulously engineered to serve specific operational demands while maintaining the universal promise of durability, efficiency, and performance.

Series M – Helical Inline Geared Motors
Compact and powerful, the Series M delivers exceptional drive solutions for a broad range of applications. With power handling up to 160kW and torque capacity reaching 20,000 Nm, it is the trusted solution for industries requiring quiet operation, high efficiency, and space-saving design. Series M is available with multiple mounting and motor options, making it a versatile choice for manufacturers and OEMs globally.

Series C – Right Angled Heli-Worm Geared Motors
Combining the benefits of helical and worm gearing, the Series C is designed for right-angled power transmission. With gear ratios of up to 16,000:1 and torque capacities of up to 10,000 Nm, this series is optimal for applications demanding precision in compact spaces. Industries looking for a smooth, low-noise operation with maximum torque efficiency rely on Series C for dependable performance.

Series F – Parallel Shaft Mounted Geared Motors
Built for endurance in the most demanding environments, Series F is widely adopted in steel plants, hoists, cranes and heavy-duty conveyors. Offering torque up to 10,000 Nm and high gear ratios up to 20,000:1, this product features an integral torque arm and diverse output configurations to meet industry-specific challenges head-on.

Series K – Right Angle Helical Bevel Geared Motors
For industries seeking high efficiency and torque-heavy performance, Series K is the answer. This right-angled geared motor series delivers torque up to 50,000 Nm, making it a preferred choice in core infrastructure sectors such as cement, power, mining and material handling. Its flexibility in mounting and broad motor options offer engineers the freedom in design and reliability in execution.
Together, these four series reflect Power Build’s commitment to excellence in mechanical power transmission. From compact inline designs to robust right-angle drives, each geared motor is a result of decades of engineering innovation, customer-focused design and field-tested reliability. Whether the requirement is speed control, torque multiplication or space efficiency, Radicon’s Series M, C, F and K stand as trusted powerhouses for global industries.

http://www.powerbuild.in
Call: +919727719344

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Economy & Market

Conveyor belts are a vital link in the supply chain

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Kamlesh Jain, Managing Director, Elastocon, discusses how the brand delivers high-performance, customised conveyor belt solutions for demanding industries like cement, mining, and logistics, while embracing innovation, automation, and sustainability.

In today’s rapidly evolving industrial landscape, efficient material handling isn’t just a necessity—it’s a competitive advantage. As industries such as mining, cement, steel and logistics push for higher productivity, automation, and sustainability, the humble conveyor belt has taken on a mission-critical role. In this exclusive interview, Kamlesh Jain, Managing Director, Elastocon, discusses how the company is innovating for tougher terrains, smarter systems and a greener tomorrow.

Brief us about your company – in terms of its offerings, manufacturing facilities, and the key end-user industries it serves.
Elastocon, a flagship brand of the Royal Group, is a trusted name in the conveyor belt manufacturing industry. Under the brand name ELASTOCON, the company produces both open-end and endless belts, offering tailor-made solutions to some of the most demanding sectors such as cement, steel, power, mining, fertiliser, and logistics. Every belt is meticulously engineered—from fabric selection to material composition—to ensure optimal performance in tough working conditions. With advanced manufacturing facilities and strict quality protocols, Elastocon continues to deliver high-performance conveyor solutions designed for durability, safety, and efficiency.

How is the group addressing the needs for efficient material handling?
Efficient material handling is the backbone of any industrial operation. At Elastocon, our engineering philosophy revolves around creating belts that deliver consistent performance, long operational life, and minimal maintenance. We focus on key performance parameters such as tensile strength, abrasion resistance, tear strength, and low elongation at working tension. Our belts are designed to offer superior bonding between plies and covers, which directly impacts their life and reliability. We also support clients
with maintenance manuals and technical advice, helping them improve their system’s productivity and reduce downtime.

How critical are conveyor belts in ensuring seamless material handling?
Conveyor belts are a vital link in the supply chain across industries. In sectors like mining, cement, steel, and logistics, they facilitate the efficient movement of materials and help maintain uninterrupted production flows. At Elastocon, we recognise the crucial role of belts in minimising breakdowns and increasing plant uptime. Our belts are built to endure abrasive, high-temperature, or high-load environments. We also advocate proper system maintenance, including correct belt storage, jointing, roller alignment, and idler checks, to ensure smooth and centered belt movement, reducing operational interruptions.

What are the key market and demand drivers for the conveyor belt industry?
The growth of the conveyor belt industry is closely tied to infrastructure development, increased automation, and the push for higher operational efficiency. As industries strive to reduce labor dependency and improve productivity, there is a growing demand for advanced material handling systems. Customers today seek not just reliability, but also cost-effectiveness and technical superiority in the belts they choose. Enhanced product aesthetics and innovation in design are also becoming significant differentiators. These trends are pushing manufacturers to evolve continuously, and Elastocon is leading the way with customer-centric product development.

How does Elastocon address the diverse and evolving requirements of these sectors?
Our strength lies in offering a broad and technically advanced product portfolio that serves various industries. For general-purpose applications, our M24 and DINX/W grade belts offer excellent abrasion resistance, especially for RMHS and cement plants. For high-temperature operations, we provide HR and SHR T2 grade belts, as well as our flagship PYROCON and PYROKING belts, which can withstand extreme heat—up to 250°C continuous and even 400°C peak—thanks to advanced EPM polymers.
We also cater to sectors with specialised needs. For fire-prone environments like underground mining, we offer fire-resistant belts certified to IS 1891 Part V, ISO 340, and MSHA standards. Our OR-grade belts are designed for oil and chemical resistance, making them ideal for fertiliser and chemical industries. In high-moisture applications like food and agriculture, our MR-grade belts ensure optimal performance. This diverse range enables us to meet customer-specific challenges with precision and efficiency.

What core advantages does Elastocon offer that differentiate it from competitors?
Elastocon stands out due to its deep commitment to quality, innovation, and customer satisfaction. Every belt is customised to the client’s requirements, supported by a strong R&D foundation that keeps us aligned with global standards and trends. Our customer support doesn’t end at product delivery—we provide ongoing technical assistance and after-sales service that help clients maximise the value of their investments. Moreover, our focus on compliance and certifications ensures our belts meet stringent national and international safety and performance standards, giving customers added confidence.

How is Elastocon gearing up to meet its customers’ evolving needs?
We are conscious of the shift towards greener and smarter manufacturing practices. Elastocon is embracing sustainability by incorporating eco-friendly materials and energy-efficient manufacturing techniques. In parallel, we are developing belts that seamlessly integrate with automated systems and smart industrial platforms. Our vision is to make our products not just high-performing but also future-ready—aligned with global sustainability goals and compatible with emerging technologies in industrial automation and predictive maintenance.

What trends do you foresee shaping the future of the conveyor belt industry?
The conveyor belt industry is undergoing a significant transformation. As Industry 4.0 principles gain traction, we expect to see widespread adoption of smart belts equipped with sensors for real-time monitoring, diagnostics, and predictive maintenance. The demand for recyclable materials and sustainable designs will continue to grow. Furthermore, industry-specific customisation will increasingly replace standardisation, and belts will be expected to do more than just transport material—they will be integrated into intelligent production systems. Elastocon is already investing in these future-focused areas to stay ahead of the curve.

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Economy & Market

Impactful Branding

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Advertising or branding is never about driving sales. It’s about creating brand awareness and recall. It’s about conveying the core values of your brand to your consumers. In this context, why is branding important for cement companies? As far as the customers are concerned cement is simply cement. It is precisely for this reason that branding, marketing and advertising of cement becomes crucial. Since the customer is unable to differentiate between the shades of grey, the onus of creating this awareness is carried by the brands. That explains the heavy marketing budgets, celebrity-centric commercials, emotion-invoking taglines and campaigns enunciating the many benefits of their offerings.
Marketing strategies of cement companies have undergone gradual transformation owing to the change in consumer behaviour. While TV commercials are high on humour and emotions to establish a fast connect with the customer, social media campaigns are focussed more on capturing the consumer’s attention in an over-crowded virtual world. Branding for cement companies has become a holistic growth strategy with quantifiable results. This has made brands opt for a mix package of traditional and new-age tools, such as social media. However, the hero of every marketing communication is the message, which encapsulates the unique selling points of the product. That after all is crux of the matter here.
While cement companies are effectively using marketing tools to reach out to the consumers, they need to strengthen the four Cs of the branding process – Consumer, Cost, Communication and Convenience. Putting up the right message, at the right time and at the right place for the right kind of customer demographic is of utmost importance in the long run. It is precisely for this reason that regional players are likely to have an upper hand as they rely on local language and cultural references to drive home the point. But modern marketing and branding domain is exponentially growing and it would be an interesting exercise to tabulate and analyse its impact on branding for cement.

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