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Branding: How to Make it Work

Published

3 years ago

July 1, 2022

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Jayanshi Sharma, Brand Strategist and Entrepreneur, Litmus Branding, speaks about a fresh approach to branding.

As someone who is a copywriter and brand strategist in an advertising agency, I can easily say that industries that are unconventional and less seen in the advertising space, always need a fresh approach.
The first step to branding is the purpose and positioning, under the bigger umbrella of brand communication strategy. Then comes the brand identity, the marketing collateral, and the web design and development. Finally, the digital strategies for SEO, SEM and SMM come into the picture. This is a general case scenario that can differ based on where the brand is in the process.
To begin with, I studied cement brands on the world wide web and on digital media. I believe brands are doing great for themselves and I am sure there is scope for improvement but I will give an unbiased opinion as to what I would do if I was the strategist for a cement brand.
I would establish a cement brand as a muscular one, in a rugged tone of voice, lending strength to its users and making sure that they can trust the brand. While in the past we have seen brands adopt a funny approach, I would bring a fresh perspective of emotion blended with strength. A father fulfilling his dream of building a house with cement laying the foundation of that dream, which then becomes a legacy over the years, is an example of the kind of brand language I would aim for.

Taking a stand
An interesting way to break stereotypes would be to have an approach of giving back to society and the environment, such as planting a tree on the sale of every cement bag or sponsoring the education of girls or making sure that one can spread the message of being against child labour loud and clear.
As far as going digital is concerned, every brand has a set of physical assets as they grow. They have property, a premise and other resources. In today’s day and age, having digital assets, such as websites and actively managed social media pages are
equally important.
Remember, there is no one way to build a brand. There can be many but choosing one way out of the many needs a thought process. This depends on what the brand stands for and whether that stand is being effectively communicated to its audience on relevant platforms and to the public at large.

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India, Sweden Discuss Green Steel Collaboration

Talks held to explore R&D and technology partnerships in green steel.

Published

5 hours ago

November 3, 2025

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Union Minister of State for Steel, Bhupathiraju Srinivas Varma, held a productive meeting with Ms Sara Modig, State Secretary to the Minister for Energy, Business and Industry, Sweden, at the Ministry of Steel in New Delhi. Ms Modig was accompanied by His Excellency Mr Jan Thesleff, Ambassador of Sweden to India, and other senior Swedish officials.

During the discussions, Minister Srinivas Varma highlighted the rapid growth of India’s steel sector, driven by the visionary leadership of Prime Minister Shri Narendra Modi. India aims to achieve 300 million tonnes of crude steel production capacity by 2030, in line with its commitment to infrastructure-led growth and industrial expansion.

He noted that domestic steel demand in India is rising by around 11 to 13 per cent annually, fuelled by major national infrastructure initiatives, even as global demand shows signs of slowing down.

The two sides discussed potential avenues for collaboration in Research and Development (R&D), particularly in Green Steel Production and other advanced technologies designed to reduce carbon emissions and promote sustainable manufacturing.

Minister Varma also reaffirmed India’s invitation to Sweden to participate in Bharat Steel 2026, an international conference-cum-exhibition dedicated to the steel industry. The event is scheduled to take place on 16–17 April 2026 at Bharat Mandapam, New Delhi, and will serve as a global platform for dialogue, partnerships, and technology exchange in sustainable steelmaking.

The meeting underscored India’s commitment to fostering global cooperation in decarbonising steel production, aligning with both countries’ shared goals of sustainability, innovation, and industrial growth.

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L&T wins Hindalco, Tata Steel projects in Odisha, Jamshedpur

L&T bags major aluminium and steel sector orders

Published

6 days ago

October 28, 2025

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Infrastructure major Larsen & Toubro (L&T) announced on Friday that it has secured significant orders from Hindalco Industries and Tata Steel, strengthening its presence in the metals and minerals sector.

The company’s minerals and metals business vertical won an order from Hindalco to set up a 180 KTPA aluminium smelter and gas treatment centre for a greenfield project in Odisha, as well as a separate order from Tata Steel to construct a coke oven battery at Jamshedpur.

These are among several recent orders bagged by the vertical in India, L&T said in a filing to the Bombay Stock Exchange (BSE).

The scope of the projects includes engineering, manufacturing, supply, construction, and plant installation.

T Kumaresan, Senior Vice President and Head of Minerals & Metals at L&T, said,

“These order wins across the aluminium and steel sectors are a testament to L&T’s engineering excellence, execution capability, and long-standing customer relationships. They further strengthen our role in shaping the nation’s industrial infrastructure, while deepening our engagement with the steel sector through world-class execution and technological excellence.”

The contracts underscore L&T’s strategic focus on expanding its footprint in India’s metals and industrial infrastructure segment, which continues to see strong growth driven by rising domestic demand and capacity expansion across core sectors.

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Shyam Metalics Unveils Rs 100 billion Capex Plan Under Vision 2031

Company targets Rs 400 billion topline by 2031 with 2.5x revenue growth

Published

2 weeks ago

October 23, 2025

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Shyam Metalics and Energy Limited (SMEL) has announced its Vision 2031, outlining a Rs 100 billion capital expenditure plan to expand capacity and achieve a topline of Rs 400 billion by 2031—a 2.5x revenue growth from current levels.

The company plans to enhance its integrated operations by focusing on high value-added and downstream products, including specialty steel, stainless steel, flat products, and aluminium. It also aims to strengthen its presence across key sectors such as defence, railways, engineering, and infrastructure.

SMEL will leverage brownfield expansions in West Bengal, Odisha, and Madhya Pradesh to optimise capital efficiency and minimise execution risk. The Vision 2031 roadmap underscores the company’s commitment to sustainable, value-driven, and capital-efficient growth across the metals sector.