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Branding: How to Make it Work

Published

4 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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SAIL Posts Highest-Ever December Sales, FY26 Growth Strong

December volumes jump 37 per cent, momentum continues through April–December.

Published

1 month ago

January 6, 2026

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Steel Authority of India (SAIL), a Maharatna central public sector enterprise and one of India’s largest steel producers, has recorded its highest-ever sales for the month of December, reflecting strong demand and improved operational performance.

According to provisional data, SAIL clocked sales of 2.1 million tonnes (MT) in December 2025, registering a robust growth of around 37 per cent compared with 1.5 MT sold in December 2024. This marks the company’s best performance for the month of December to date, with strong growth reported across product categories and sales channels, alongside a significant reduction in inventory levels.

The strong monthly performance was driven by a sharp focus on timely customer deliveries and enhanced market engagement. SAIL has also stepped up its branding and outreach initiatives in recent months, contributing to improved visibility and stronger customer connect in both retail and institutional segments.

The December showing helped SAIL sustain its growth momentum during the current financial year. Cumulative sales for the April–December 2025 period stood at 14.7 MT (provisional), reflecting a growth of about 17 per cent compared with 12.6 MT recorded during the corresponding period of the previous year.

In addition to solid performance in the domestic market, SAIL’s export volumes have also witnessed a significant increase, highlighting the company’s expanding global footprint and competitiveness in international markets. The improved export performance comes amid volatile global steel market conditions, underscoring SAIL’s ability to adapt and capitalise on emerging opportunities.

The sustained improvement in sales volumes reflects SAIL’s strengthened market presence, customer-centric approach and operational efficiencies. The record-breaking achievements across domestic and overseas markets reinforce the company’s position among India’s leading steel producers and are expected to further enhance its standing among major global steel players in the coming years.

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Ministry of Steel Invites Media Partners for Bharat Steel 2026

Global steel conference to be held in New Delhi in April 2026.

Published

1 month ago

January 6, 2026

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The Ministry of Steel, Government of India, has invited media organisations to partner with Bharat Steel 2026, an international conference-cum-exhibition scheduled to be held on April 16–17, 2026, at Bharat Mandapam in New Delhi. Envisioned as a premier global platform, the event will bring together policymakers, industry leaders, investors, technology providers and international stakeholders to discuss the future of the steel sector in India and worldwide.

Bharat Steel 2026 aims to showcase India’s steel vision, policy roadmap and investment opportunities, while fostering structured engagement between the Government of India and the global steel ecosystem. The conference is expected to see high-level participation from senior government leadership, key central ministries, state governments, chief executives of leading Indian and international steel and mining companies, global technology players, financial institutions, trade bodies and international delegations.

The two-day event is likely to feature key policy deliberations, industry announcements, business collaborations and knowledge-sharing sessions, with a strong focus on sustainability, innovation and long-term growth of the steel industry. Given its scale and international participation, Bharat Steel 2026 is expected to attract significant national and global attention.

In this context, the Ministry of Steel proposes to collaborate with leading media organisations to ensure wide-ranging and impactful coverage of the conference. Media partners are being invited across categories, including digital media, print media (magazines and newspapers), and electronic and television platforms.

The tentative scope of collaboration includes digital promotions through dedicated web banners and social media posts, publication of advertisements and editorial content in print, and broadcast of promotional material, interviews, panel discussions and event highlights on electronic and television channels. Coverage is envisaged across pre-event, event and post-event phases to ensure sustained visibility.

Partnering media organisations will gain enhanced visibility, access to senior government and industry leaders, exclusive content opportunities, press briefings and on-ground coverage during the event, enabling close engagement with one of the most significant government-led platforms in the steel sector.

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India Imposes Three-Year Tariff on Select Steel Imports

New duties aim to curb surge of low-priced steel from China

Published

2 months ago

December 31, 2025

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India has recently imposed import tariffs for a three-year period on select steel products, targeting a sharp rise in low-priced shipments from China that regulators say are hurting domestic producers.

The tariff has been set at 12 per cent in the first year, easing to 11.5 per cent in the second year and further tapering to 11 per cent in the third year. The measure follows concerns flagged by trade authorities over increasing imports at prices below prevailing domestic levels.

As the world’s second-largest crude steel producer, India has been grappling with sustained inflows of cheaper steel, particularly from China, raising anti-dumping concerns and putting pressure on local steelmakers’ margins and capacity utilisation.

The move is expected to provide near-term relief to domestic producers while allowing a gradual adjustment as duties are phased down over the three-year period.