Concrete

Branding for Impact

Published

3 years ago

July 14, 2023

admin

Branding is a powerful tool that can shape the success and reputation of a company across any industry. Given the highly competitive and dynamic landscape of the cement sector in India, an effective branding strategy can be both the differentiating and the deciding factor. ICR delves into the approach towards branding and marketing of cement – one that looks beyond mere market visibility.

Cement is cement is cement, right? Not quite. True, it’s a commodity like any other building material but it’s subject to market dynamics, social influences, environmental issues and more importantly, fluctuations in the economy. In India, thanks to the expanding urbanisation, governmental support for housing and infrastructure projects and increase in the spending powers of the huge middle class populace, the cement industry has enough and more room for growth. Recent mergers and acquisitions have also tipped the scales in favour of the industry as foreign investment is pouring in. However, growth opportunities are not limited to pan-India players as regional cement companies are also able to carve out pieces for themselves from the proverbial pie. This paints an interesting picture of the Indian cement industry and brings our scrutiny on the branding activities that the companies are drawing out for themselves in a bid to connect with the consumer.
A B2B product like cement, in the traditional marketing paradigm, does not require consumer-centric promotions. A strong network of distributors and builders and a few tried and tested communication channels to connect with them should ideally work. However, we find cement companies allotting millions for their advertising and marketing budgets, running TVCs and social media campaigns and doing everything they possibly can to connect with the end consumer. This is the business-to-business-to-consumer (B2B2C) model. With this model, cement manufacturers are looking at strong branding, brand recall and a sound retail channel management. As different and strategic as it may seem, this model is not an easy one to pull off, given the huge difference in the audience mindset. You are swinging from a B2B to an B2C audience with a similar branding message and product positioning. It is undoubtedly a challenge but considering the results Indian cement brands are witnessing, it is safe to say that this strategy is not only working but also justifying the massive advertising and marketing budgets allotted to it.
As per a case study on marketing strategy of JK Cement by Aditya Shastri, Lead Trainer and Head of Learning & Development at IIDE:

JK Cement’s ad film #YehPuccaHai received over 2.3 million YouTube views and 25.5 million Facebook and Instagram impressions.
Across all social media channels, the campaign received over 31 million impressions.
The brand has an overall of 6K plus organic keywords, thanks to its SEO strategy.
Its site also has organic monthly traffic of around 74 thousand plus viewers.
The brand also invests in content marketing via newspaper articles and blogs that show its market position and influencer marketing with tie-ups with well-known names such as Virendra Sehwag.

This case study exemplifies the foundations of modern marketing. It has to be a multi-pronged approach that integrates digital marketing, especially social media, in a seamless manner without making everything look like ‘paid’ or ‘campaign-based.’

Brand awareness
Everyone knows what cement is and what it does. But what they don’t know is what kind of cement your brand makes and what it does. The product category might be a familiar name but your particular product is not. Hence, the intense focus on brand building and positioning.
Interestingly most Indian cement brands try to connect with the end consumers using Hindi taglines and TV commercials that are designed to optimise on consumer emotions with subtle messaging. For a price sensitive market such as India, it is important to present the differentiating factor of your product and build up on it. Some of the interesting taglines of cement brands include Ultratech Cement: The engineer’s choice; Ambuja Cement: Giant compressive strength; and ACC Cement: Cementing Relationships. Depending on the product and advertising objectives, the theme and tagline for each campaign differs.
With the onslaught of digital marketing, especially social media, cement companies are seen relying on different formats of communication and multi-layered themes to reach out to the audience. For instance, UltraTech’s TVC starring the Great Khali relies on the element of humour whereas the Ambuja Cement ad featuring Boman Irani was a mix of familial emotions and humour. Cement ads also tend to tug at the heartstrings of the audience by infusing highly emotional screenplay and sensitivity around building a house. A human element is largely at play here, enabling them to position their product as an integral part of the society rather than just another construction raw material.
Cement companies are investing in reaching out to a wider audience in a bid to consolidate their positioning and be on top of consumer brand recall. By capturing their attention with emotion- or thought-invoking communication, cement brands are able to send out messages about the brand’s or product’s USP. The endgame for this is brand positioning and recall as the end-consumers are not really in a position to recommend or demand a certain cement brand but it is the subtle influencing that sends home the message and helps them make an informed choice.
Speaking of marketing budgets, R Parthasarathy, Chief Marketing Officer, India Cements, commented, “We normally keep about Rs 50 crores as our marketing budget for a financial year. While this may not be a great number for a brand, that is where we stand right now. As our sales will pick up and stabilise, we plan on expanding our markets, and subsequently increasing our marketing budgets as well.”

Digital boom
“We actively leverage digital platforms and social media to increase the visibility and reach of our cement brand. We maintain an engaging website that provides comprehensive information about our products and sustainability initiatives. We also utilise social media channels to share informative content, engage with customers and address their queries,” says Jacob Mathew, Head Communication, Penna Cement Industries.
“We have adopted the latest CRM/Visualisation/Optimisation tool technologies to create data centricity to help customers and channel partners. Our channel partners can access these dedicated portals through which brand and related communication happens. Additionally, we invest in targeted digital advertising campaigns to reach specific customer segments and maximise our brand exposure,” he adds.
Digital marketing is a boon for modern marketing experts. However, it is a double-edged sword as it puts you in direct contact with your customers who are able to approach you, interact with you and have an open dialogue with you on a public platform. Any criticism or feedback can instantly go viral, making you the epicentre of bad publicity. With social media and the Internet, the public memory is both short-term and long-lived. While they might scroll through your ads and messages, they will return to your missteps time and again. Digital marketing has to be implemented in a precise and planned manner with no scope for legal or social goof-ups.
Love Raghav, Head – Branding and Loyalty, JK Cement, explains, “At JKCement, customer satisfaction is our top priority, and we strive to deliver the highest quality products and services. As a result, the likelihood of receiving complaints is minimal. However, in the event that a complaint does arise, we prioritise prompt resolution
within 48 hours, depending on the complexity of the issue.”
“We have a robust Customer Relationship Management (CRM) function and advanced tools in place to address all types of queries and complaints. Customers can easily reach us through our toll-free helpline number, WhatsApp, and query form on our website. Additionally, we offer a dedicated app called BuildXpert, designed specifically to address any service-related inquiries. Through these accessible channels and our commitment to swift resolution, we ensure that our customers’ concerns are promptly addressed,” he elaborates.
Technology naturally plays an instrumental role in taking the marketing efforts of cement companies further. The innovations and new avenues that have opened up with virtual reality (VR) and augmented reality (AR) are inspiring.
Agnes Rozario, Product Marketing Manager, Techurate Systems, states, “VR and AR allow cement companies to give customers a chance to visualise and experience their products in a whole new way. For example, homebuyers could view virtual 3D models of houses built with a company’s cement and see their quality and appearance. Contractors could access interactive digital manuals for working with different types of cement.”
“These technologies provide a means for cement brands to build emotional connections and memorable experiences with customers. By showcasing the unique properties, quality, and applications of their cement, companies can differentiate themselves and gain a competitive advantage. Brand stories and narratives can be woven through interactive VR and AR content.”

Challenges ahead
Marketing and branding for cement is not without its challenges. The kind of communication and the mediums they choose also help in identifying their competition and consolidating their own position vis-a-vis their competitors.
Let us look at some of the key ones influencing their strategy planning:
Market variations: Cement companies are required to navigate regional variations and adapt their marketing strategies accordingly, given the vast geography and intense diversity of India as a country. Cultural differences, construction practices, preferences and market dynamics play an important role.
Standing out: Differentiating from competitors and gaining a competitive edge is a real challenge, particularly for new or smaller cement companies.
Price sensitive market: Price is a critical factor influencing purchasing decisions in the cement industry. Indian consumers, including contractors and builders, are often price-sensitive and seek the best value for their money.
Brand perception: Cement is often viewed as a commodity, making it challenging for companies to create a distinct brand perception.
Distribution challenges: Efficient distribution is crucial for cement companies to ensure their products reach customers promptly and reliably. But India’s vast geography, infrastructure limitations and complex logistics networks pose challenges in establishing an efficient distribution network.
Regulatory compliance: Ensuring compliance and obtaining necessary certifications can be time-consuming and resource-intensive for cement companies, impacting their marketing strategies.
Changing consumer preferences: Consumer preferences in the construction industry, including cement usage patterns and construction techniques, evolve over time.
Environmental considerations: Growing environmental concerns and sustainability expectations pose challenges for cement companies.
Here’s how Mathew exemplifies the cause of sustainability: “Sustainability is a critical aspect of our cement branding, along with a focus on ESG. We integrate sustainability into our brand messaging by highlighting our eco-friendly manufacturing processes, use of recycled materials, and energy-efficient operations. In the case of marketing, our concentration has been mainly on increasing blended sales. We have been converting specific markets to only blended cement to initiate sustainability and understand the market’s outlook for future requirements. We have also been working on introducing new products to substitute our high-grade cement with the launch of Penna Concrete Guard, a green cement. We continue to focus on other continuous product development and integration.”

Standing out
Cement brands are vying for the spot in the public eye that makes them the most preferred choice. Innovation, technology and product development are the three pillars towards achieving this goal, which has to be ably supported by a focussed and detailed marketing strategy. Cement companies are conducting on-field activities to create a buzz around the aspects that serve as differentiators for their product range or brand values. Here’s an example of how India Cements conducted an on-ground activity to connect with engineers:
“We have done a couple of marketing initiatives that have really helped us. We launched a cricket tournament India Cements Pro League (ICPL) inspired by the IPL and Tamil Nadu Premier League.
With ICPL, we targeted approximately 8000 to 9000 practising civil engineers. Our goal was to connect with them and make them recommend our brand for construction activities. Usually, in smaller towns, it is the end consumer who makes the engineer make the final decision since they believe that the engineers have an in-depth knowledge of construction and all its related activities. So, we started this tournament spread across 45 days with civil engineers from various cities and districts playing in teams against each other and it turned out to be a super success. The result of this tournament was that approximately 1200 civil engineers started recommending our brand. We plan to continue doing so, and to organise more such tournaments. Based on available cash flow and budgets, we plan to extend this tournament to other states as well.”

Conclusion
By focusing on key parameters such as quality, product range, packaging and customer service, cement brands can create a positive brand image and gain a competitive edge. Yes, there will
always be challenges along the way – competition being the biggest one – but by implementing innovative marketing strategies, adapting to regional variations and effectively communicating their unique value propositions, cement brands can create effective streams of customer connections both under their B2B and B2B2C propositions.
Creating brand awareness, fostering customer loyalty and driving business growth are cohesive and continuous processes. It is important to innovate and evolve at every step of the way.

–Kanishka Ramchandani

Up Next

Branding Concrete with Virtual and Augmented Reality

Don't Miss

Scarcity of Domestic Gypsum Supply

Concrete

ACC To Expand Cement Capacity Amid Strong Infrastructure Demand

Chairman signals calibrated growth and sustainability focus

Published

8 hours ago

June 26, 2026

admin

ACC will continue to expand its cement capacity in a calibrated manner, deepen its ready-mix concrete (RMC) footprint and accelerate the adoption of low-carbon technologies, the company chairman conveyed in the latest annual report. The note emphasised a balanced and disciplined approach as the business pursues growth while maintaining environmental safeguards.

He argued that the long-term growth outlook for the Indian economy remains strong but that demand conditions in the near term were likely to stay moderate, necessitating cautious expansion. He pointed to India’s relatively low per capita cement consumption compared with global averages as an indicator of significant long-term potential and highlighted the rise in public capital expenditure to Rs 12 trillion (Rs 12 tn), which he said accounted for about four point four per cent of the GDP.

Against this backdrop, ACC and the wider Adani Cement business are positioning themselves as integrated building materials solution providers rather than traditional commodity suppliers, prioritising capability creation over consolidation. The chairman framed cement as the ingredient and concrete as the performance and said that infrastructure and real estate development increasingly demand engineered solutions delivered at site.

He described how deeper integration across energy, logistics and digital systems is intended to improve responsiveness and efficiency across manufacturing, transport and market operations. The company intends to strengthen technical engagement, mix optimisation and application support to improve project timelines, reduce wastage and enhance structural durability while embedding data analytics and predictive systems.

On sustainability, ACC affirmed its commitment to reducing its environmental footprint through greater use of blended cement, renewable energy, alternative fuels and improved thermal efficiency, presenting industrial growth and environmental responsibility as parallel objectives. The message positioned the group to supply engineered concrete solutions at the point of application as it scales capacity and service offerings.

Concrete

Ambuja Sees Cement Demand Easing To Around Five Per Cent In FY27

Company Cites Housing, Infrastructure And Government Capex

Published

4 days ago

June 22, 2026

admin

Ambuja Cements has said in its latest annual report that cement demand in India is likely to moderate to around five per cent in fiscal year twenty seven, marking a slowdown from the estimated six point five to seven point five per cent growth anticipated for fiscal year twenty six. The company described this as a transition to a more measured pace of expansion after several years of strong momentum in the sector.

It said that underlying demand drivers such as housing, infrastructure development, urbanisation and government capital expenditure remain intact and are expected to sustain cement consumption across regions. The report noted that global geopolitical uncertainties and weather risks, including forecasts of a below normal monsoon, could influence near term demand, while emphasising that the longer term infrastructure story for India continues to provide a solid foundation for the sector.

Industry observers have said that the sector may move towards mid single digit growth rates in fiscal year twenty seven after stronger performances in recent years. The company outlined a calibrated expansion strategy with capacity additions phased to match project pipelines, regional demand patterns and market absorption, seeking to avoid oversupply and pressure on pricing.

Ambuja has crossed the 100 million tonnes per annum capacity milestone (100 mn t per annum) following acquisitions and organic expansion, strengthening its position in the competitive market. The outlook in the report broadly aligns with other market assessments that placed demand at around five per cent in fiscal year twenty five, a recovery to six point five to seven point five per cent in fiscal year twenty six and an easing in fiscal year twenty seven as capacity increases. Executives remain focused on long term demand fundamentals driven by infrastructure and housing.

Concrete

Powering Cement Through Intelligent Motion

Published

1 week ago

June 17, 2026

admin

Gears, drives, and motors have evolved from essential mechanical components into strategic enablers of reliability, efficiency, and sustainability in modern cement plants. ICR explores how advanced motion technologies, predictive maintenance, digitalisation, and intelligent drive systems are helping cement manufacturers reduce downtime, optimise energy use, and build future-ready operations.

As the Indian cement industry prepares for another phase of capacity expansion, the focus is shifting from merely increasing production volumes to improving operational efficiency, reliability, and sustainability. According to industry estimates, India is expected to add nearly 160–170 million tonnes of cement capacity between FY26 and FY28, driven by infrastructure investments, urbanisation, and housing demand. In this environment, gears, drives, and motors have emerged as critical enablers of productivity, forming the backbone of every major process from raw material extraction and grinding to clinker production and cement dispatch.
Motors alone account for nearly 60 per cent to 70 per cent of industrial electricity consumption globally, according to the International Energy Agency (IEA), while rotating equipment failures remain among the leading causes of unplanned downtime across heavy industries. In cement plants, where equipment operates under high loads, extreme dust conditions, elevated temperatures, and continuous-duty cycles, the performance of gears, drives, and motors directly influences energy consumption, maintenance costs, plant availability, and overall profitability. As digitalisation and Industry
4.0 technologies gain momentum, these systems are evolving from passive mechanical components into intelligent assets capable of delivering real-time operational insights.

Why gears, drives, and motors are the backbone of cement plant operations
Every major process in a cement plant depends on the seamless operation of gears, drives, and motors. Raw mills, vertical roller mills, crushers, kiln drives, conveyor systems, fans, and clinker coolers all rely on rotating equipment to maintain continuous production. A failure in any one of these systems can disrupt entire process chains, highlighting their strategic importance.
Modern cement plants process thousands of tonnes of material daily, requiring equipment capable of transmitting enormous torque while maintaining precision and reliability. Kiln drives and grinding systems, in particular, operate under some of the highest mechanical loads found in industrial manufacturing. The ability of gears and motors to withstand these conditions directly impacts plant throughput and production stability.
Satish Maheshwari, Chief Manufacturing Officer, Shree Cement says, “Effective lubrication management remains one of the most critical factors in extending the lifespan of cement plant drive systems. Proper lubrication, supported by regular oil analysis, vibration diagnostics, and condition monitoring, helps minimise wear, prevent unexpected failures, and maintain the integrity of critical components such as gearboxes, motors, and drive assemblies. By identifying potential issues at an early stage, plants can move from reactive maintenance to a more proactive and reliability-focused approach.”
“Smart motors, intelligent drives, and next-generation gearboxes are set to redefine cement plant maintenance and performance. Equipped with embedded sensors, IoT connectivity, digital twins, and AI-driven diagnostics, these technologies enable real-time condition monitoring, predictive maintenance, and seamless digital integration. As the industry embraces Industry 4.0, smart drive systems will play a pivotal role in improving energy efficiency, reducing downtime, and optimising asset performance across the cement manufacturing value chain” he adds.
Industry studies suggest that rotating equipment accounts for a significant proportion of maintenance expenditure in process industries. Effective design, selection, and maintenance of gears, drives, and motors therefore have a direct influence on asset utilisation, operational efficiency, and total cost of ownership.

The cost of downtime: reliability challenges in rotating equipment
Unplanned downtime remains one of the most expensive challenges facing cement manufacturers. Industry estimates indicate that a major failure involving a critical gearbox, kiln drive, or grinding mill can result in production losses running into lakhs of rupees per hour, depending on plant capacity and operating conditions.
Sanjeev Arora, President – Motion Business & IEC LV Motors Division, ABB India says, “One of the most significant shifts taking place in industrial decision-making today is moving away from evaluating equipment based solely on upfront capital cost toward understanding total cost of ownership (TCO). In a typical motor system, the purchase price often represents only a small fraction of the total lifecycle cost however energy consumption, maintenance requirements, downtime and operating efficiency account for the vast majority of long-term operational expenses. For cement manufacturers operating in highly competitive markets, this distinction is critical.”
“A high efficiency motor paired with an appropriately configured variable speed drive may require a higher initial investment, but the long-term benefits are substantial. Reduced electricity consumption, lower maintenance needs, longer service intervals and improved process stability can deliver faster payback and stronger profitability over time” he adds.
Cement plants present a particularly challenging environment for rotating equipment. Dust ingress, thermal fluctuations, shock loads, vibration, shaft misalignment, and lubrication contamination contribute significantly to equipment degradation. Studies by SKF indicate that nearly 50 per cent of bearing failures are linked to lubrication issues and contamination, while improper alignment and vibration-related problems remain leading causes of gearbox and motor failures.

Energy-efficient motors and drives: unlocking operational savings
Energy is one of the largest operating expenses for cement manufacturers, often accounting for 25 per cent to 35 per cent of total production costs. Grinding operations alone can consume nearly 60 per cent to 70 per cent of a plant’s electrical energy, making energy-efficient motors and drives a strategic investment.
According to the International Energy Agency, high-efficiency motors combined with Variable Frequency Drives (VFDs) can reduce energy consumption by 20 per cent to 30 per cent in suitable applications. By matching motor speed and torque to actual process requirements, VFDs minimise unnecessary power consumption while reducing mechanical stress on equipment, improving both efficiency and reliability.

Advances in gearbox design and power transmission technologies
Modern gearbox technology has evolved significantly in response to the increasing demands of cement manufacturing. Advanced materials, case-hardened gears, optimised tooth profiles, improved surface finishing, and enhanced lubrication systems are helping reduce friction, wear, and thermal loading.
Girish Hanchate, Director – Industrial Market, India SKF India (Industrial) says, “Smart diagnostics are significantly improving the lifecycle of gears, motors, and other rotating equipment by enabling a shift from reactive maintenance to condition-based asset management. Hidden issues such as vibration anomalies, bearing defects, misalignment, and temperature fluctuations can quietly reduce plant throughput by 10 per cent to 20 per cent while increasing energy consumption long before a breakdown occurs. By leveraging advanced sensors, predictive analytics, machine learning, and real-time monitoring of vibration, temperature, and motor current, cement manufacturers can detect developing faults early, optimise maintenance schedules, and prevent costly secondary damage. This not only improves reliability but also supports energy efficiency and sustainability objectives.”
“The next major evolution in drive and bearing technology lies in the development of fully integrated smart mechanical ecosystems that combine high-performance bearings, advanced lubrication management, and digital intelligence. Sensor-enabled condition monitoring embedded directly within bearings and drive systems allows operators to capture critical operational data at the source, enabling predictive maintenance and real-time performance optimisation. Innovations such as SKF’s VA9A1 Spherical Roller Bearing series, engineered specifically for demanding cement applications such as crushers and kilns, demonstrate this trend. By increasing internal bearing space and optimising lubricant flow, these designs improve grease retention, reduce wear, minimise downtime, and create more resilient, energy-efficient rotating equipment systems for the future of cement manufacturing” he adds.
Manufacturers are increasingly focusing on compact, high-torque gearbox designs capable of delivering higher power density while maintaining service life. Innovations such as condition-monitored gear systems, improved sealing technologies, and modular gearbox architectures are simplifying maintenance while enhancing operational reliability.

Predictive maintenance, condition monitoring, and asset health management
The shift from reactive to predictive maintenance is transforming asset management across the cement industry. Technologies such as vibration monitoring, thermography, oil analysis, ultrasound testing, and motor current signature analysis are enabling operators to identify potential failures before they occur.
Research by Deloitte suggests that predictive maintenance can reduce breakdowns by up to 70 per cent and lower maintenance costs by 25 per cent. In cement plants, where shutdown windows are limited and equipment operates continuously, predictive maintenance offers a powerful tool for improving reliability and extending asset life.
Digitalisation, industry 4.0, and the rise of intelligent drive systems
Industry 4.0 technologies are redefining the role of gears, drives, and motors. Smart sensors embedded within motors, bearings, and gear systems can continuously monitor temperature, vibration, load, lubrication condition, and energy consumption.
Girish Hanchate says, “As the industry embraces automation, sustainability, and digital transformation, the importance of intelligent motion technologies will continue to grow. The convergence of advanced engineering, predictive maintenance, and Industry 4.0 solutions is creating a new generation of cement plants where reliability, efficiency, and sustainability work together to deliver long-term value. For cement manufacturers navigating increasing production demands and environmental expectations, investing in smarter gears, drives, and motors is no longer optional—it is a business imperative.”
Cloud-based monitoring platforms and Industrial Internet of Things (IIoT) architectures enable maintenance teams to access equipment health data remotely, improving visibility across geographically dispersed operations. Advanced analytics and
artificial intelligence are further enhancing fault detection capabilities, enabling more accurate maintenance planning.
The emergence of digital twins represents another significant development. By creating virtual replicas of physical assets, operators can simulate operating conditions, predict failures, optimise maintenance schedules, and improve lifecycle management decisions. These technologies are helping transform rotating equipment into intelligent assets that actively contribute to operational decision-making.

Building future-ready cement plants through smart motion technologies
The future of cement manufacturing will depend heavily on the ability to integrate mechanical reliability with digital intelligence. Smart motion technologies combine high-efficiency motors,
intelligent drives, condition monitoring systems, and automation platforms to create more responsive and efficient operations.
Sustainability goals are also accelerating investment in advanced motion technologies. Reduced energy consumption, improved equipment efficiency, and extended asset life contribute directly to lower carbon emissions and reduced resource consumption.
These benefits align closely with the industry’s decarbonisation objectives.
As capacity expansions continue across India, future-ready cement plants will increasingly prioritise reliability, flexibility, and data-driven decision-making. Organisations that successfully integrate smart motion technologies into their operations will be better positioned to reduce costs, improve productivity, and maintain a competitive advantage in a rapidly evolving market.

Conclusion
Gears, drives, and motors are no longer viewed solely as mechanical components; they have become strategic assets that influence every aspect of cement plant performance. Their reliability affects production continuity, their efficiency impacts operating costs, and their digital capabilities increasingly shape maintenance and operational strategies.