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Brand differentiation happens at every touch point

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R Parthasarathy, Chief Marketing Officer, India Cements, talks about the importance of a comprehensive marketing and branding strategy to create awareness about cement and its USPs.

How important do you think branding is for a cement manufacturer in today’s competitive market?
Branding for any product category is important and more demand is getting generated day by day. Earlier, if you see the way, the behaviour of how a person buys a house would determine the demand. Around 30, 40 or 50 years back, one would just go and buy one product, without giving any importance to the kind of a steel, cement, etc. People would buy whatever was available closer to their homes and was the most cost effective.
Over a period of time, people started getting aware because their liquidity started increasing, they started earning more and got more exposure by travelling abroad and even within the country. This led them to come across and experience different kinds of products and thus, the need and curiosity to use them also got generated.
This is when the marketers chanced upon the opportunity of making their products into brands and creating a distinct branding, which would make their product stand apart from the others. The idea is to get their product or brand as a preference amongst the consumers and bring it to their top of the mind recall.
As far as cement is concerned, the product is in the commodity segment unlike tiles or sanitary ware, where people see a brand and say that they need a Kohler or an American Standard product. That kind of a preference is still not happening in cement. However, the requirement of branding and product differentiation has started picking up. Consumers are looking for a product connected to a brand. Their thought being that the house they construct should be strong and that strength is provided by a certain brand.

What specific strategies or initiatives do you undertake to differentiate your cement brand from competitors in terms of branding?
Brand differentiation happens at every touch point.
Firstly, it’s about the communication done by the brand to their customers. Secondly, it is about the communication and if the brand is holding up to their communication. Next is the grooming of the representatives of the brand, their dressing, the shop experience, the exchange of information and the overall consumer experience at every touch point. It could be a builder, a mason or a sub dealer, they all collectively make up the brand.
We do not say this while we sit in a room at the headquarters. We make an effort to make our product excellent by differentiating our brand from competitors at every level. From the team grooming, to signboards to the colours used for communicating information about the brand i.e., a combination of blue and yellow, we do not allow anyone to dilute wherever, whoever it may be across India. The idea is that the moment consumers see this combination, they realise it is India Cements. This also translates to the style of writing, the font and every branding aspect that helps us differentiate our brand from the competition. This being from the visual and experiential point of view.
We also differentiate ourselves from the competition from the product stand point in terms of quality and features offered. We try to provide features of the product that are a notch higher. To maintain the same, we regularly get samples from the market and see where we stand and where our competition stands. Our aim is to get customers to choose our brand.

How do you ensure consistency in branding across different product lines and markets?
We have a central marketing team and state marketing teams. But all approvals happen from the central team at the headquarters. We have a marketing and branding book that must be followed by all stakeholders across regions. For example, it would not be the case that Tamil Nadu has a different branding than Karnataka.
From the font, colour, statements we make and even the locations where branding is done, we are very particular about the same. The banners at particular spots are also decided and thought of by the central marketing team. We ensure that the brand image and positioning is not diluted and there is control from the headquarters. We have a designated person overseeing the marketing operations pan India.

Have you conducted any market research or surveys to gauge the effectiveness of your cement brand? If so, what were the key findings and how did you respond to them?
We do market research from time to time, but not frequently. One time in our research we found out that we had been promoting our sub brand to a greater extent than the parent brand.
We have three sub brands at India Cements – Coramandel King Cement, Sankar Superpower (SSP) and Raasi Gold. We have been spending a lot of time, energy and money on these sub brands. This made us realise that there was disconnect in the consumer’s mind about these brands from the parent brand – India Cements.
For example, on the ground, if the consumers asked for Coramandel King, our sellers would ask them if they would like to buy India Cements, and their response would be ‘Yes’. This made us understand they were not aware of us being the parent organisation and that the communication was also directed more towards the sub brands than the main brand. To make amendments, we started bringing the mention of India Cements in all our collaterals and in all our marketing tools as well be it magazine ads, wall paintings or shop paintings. Thus, marketing research gave us this insight and we have taken correcting actions for the same.

What role does sustainability play in your cement branding? How do you communicate your sustainability efforts to customers?
In terms of sustainability for marketing, we try to push PPC as it has 40 per cent to 45 per cent fly ash, which is basically a waste product of thermal power plants or steel plants used in the making of cement. Thus, we emphasise more a push towards PPC than OPC.
We are also working with a team of PhD students and researchers at IIT Chennai in developing a very low carbon footprint cement. The work right now is at a nascent stage. We know that there is a high need to reduce the carbon footprint on the plant and we are developing this cement with a low carbon footprint with this goal in mind. A few years down the line, we will take up the project and manufacture that cement.

How do you leverage digital platforms and social media to enhance the visibility and reach of your cement brand?
I must admit that we must do a lot more on the digital front. We haven’t done much, but digital platforms are picking up and India Cements should also be present there. We have recently started a few things on YouTube, Instagram, etc., on our handle. We depend quite a lot on Chennai Super Kings (CSK) social media handles as we are their sponsors. Their followers are quite high and we leverage their platform to bring forward our brand. But yes, we do realise that we need a more concrete effort to consistently build our digital platforms.

What is the marketing budget that you usually keep aside per year?
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.

Can you share any examples of successful marketing campaigns that have significantly boosted your cement brand’s recognition and sales?
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 practicing 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.
Our other initiative is with the Chennai Super Kings. IPL is like a 45-day festival in India and in that duration, we ran a consumer promo which said, buy 25 bags of cement and get a lucky draw coupon to get a chance to watch CSK matches at the Chepauk Stadium, Chennai. CSK played 7 matches in Chennai out of the 14 matches during the IPL. During every match we did a lucky draw and gave out about 120 tickets to our end consumers. So, this was another campaign that helped promote our brand and increase sales as well.

How do you handle any negative brand perception or reputation challenges that may arise?
We have 10 factories across India. Eight integrated plants and two grinding plants. One of the mantras we keep promoting is back-to-back consistency. We say one can pick a bag of cement of our brand from Rajasthan or Tamil Nadu, they will find the quality to be consistent and similar to one another. That is something we propagate in our communication as well. However, complaints do arise due to the negligence of or human errors of distributors or masons. We have a call centre where if someone has an issue with the quality of the products from our brands, they can register their complaint. Our technical team, spread across the country, resolves or addresses the problem within 24 hours.

How do you measure the success of your cement brand’s marketing efforts?
It is very difficult to measure every marketing activity. Many things done in a marketing campaign are based on perception and may not be quantified. For example, if we advertise on television, we still cannot guarantee how many people will accept India Cements. It is not quantifiable.
Whenever we do an event, we set certain parameters. For example, we get data on how many sub dealers already have our product. Post the event we analyse how many more sub dealers have our product and basis that we measure the success of the event. It also helps us understand if our scheme is working or not. If it is not working, we fine tune our scheme and relaunch it in the market at a later date.

-Kanika Mathur

Concrete

India’s Steel Imports Drop 34 Per Cent, Exports Rise 25 Per Cent In April–October

Consumption grows despite weak prices and subdued demand

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India’s finished steel imports fell 34.1 per cent year-on-year to 2.5 million tonnes in the first seven months of the financial year, according to government data. Despite the decline, the world’s second-largest crude steel producer remained a net importer of finished steel during the April–October period. The fall in imports came alongside a 7.4 per cent rise in domestic consumption, which reached 92.2 million tonnes.

South Korea emerged as India’s largest source of finished steel imports, supplying 1.4 million tonnes. It was followed by China, Japan and Russia. Although total imports declined sharply, the figures show a continued inflow of foreign steel into the Indian market.

Domestic production remained strong. Finished steel output stood at 91.6 million tonnes for April–October, while crude steel production reached 95.7 million tonnes, underscoring the scale and resilience of India’s steel industry despite external competition.

In contrast to the fall in imports, India’s finished steel exports jumped 25.3 per cent year-on-year to 3.5 million tonnes. Europe was a major destination, with Italy and Belgium leading as top importers of Indian steel, followed by Spain. This highlights the growing global competitiveness of Indian steel in select markets.

The government noted that domestic steel prices have come under pressure due to weak demand and high supply. Trading activity also remained subdued during the festival season. This challenging environment has been particularly difficult for smaller steel producers, as previously reported.

Overall, the combination of declining imports, rising exports and increasing domestic consumption reflects the complex landscape of the Indian steel sector as it navigates muted internal demand and evolving international trade dynamics.

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Concrete

JK Lakshmi Cement Plans Rs 18.16 Billion Expansion

Firm to boost clinker and grinding capacity in Chhattisgarh

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JK Lakshmi Cement announced on Tuesday that it will invest Rs 18.16 billion to expand its manufacturing operations in Chhattisgarh. The company intends to raise its clinker production capacity by 2.31 million tonnes per annum (MTPA) and its cement grinding capacity by 1.2 MTPA, supported by this proposed investment.

The Memorandum of Understanding for the expansion was signed during the Chhattisgarh Investor Connect event in New Delhi, in the presence of Chief Minister Vishnu Deo Sai. The added capacity will enhance the company’s ability to serve the rapidly growing markets of Eastern and Central India, where demand for building materials remains robust.

The move supports JK Lakshmi Cement’s broader goal of increasing its total capacity to around 30 MTPA in the coming years. Deputy Managing Director Shrivats Singhania said the expansion marks a significant step in the company’s next phase of growth, adding that Chhattisgarh has long been central to its manufacturing strategy.

Over the past decade, JK Lakshmi Cement has contributed to strengthening Chhattisgarh’s industrial landscape since establishing its integrated plant in Durg in 2015. The company has implemented multiple initiatives, including a manufacturing facility with 1.8 MTPA of clinker capacity and 2.7 MTPA of cement capacity, operational upgrades with energy-efficient technology and automation, and logistics improvements through enhanced rail connectivity.

Chhattisgarh continues to show strong economic momentum, making it one of the most promising markets for cement demand, said Arun Shukla, President and Director at JK Lakshmi Cement. The company’s shares closed 0.28 per cent higher at Rs 782.10 on the BSE.

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Concrete

Balancing Rapid Economic Growth and Climate Action

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Dr Yogendra Kanitkar, VP R&D, and Dr Shirish Kumar Sharma, Assistant Manager R&D, Pi Green Innovations, look at India’s cement industry as it stands at the crossroads of infrastructure expansion and urgent decarbonisation.

The cement industry plays an indispensable role in India’s infrastructure development and economic growth. As the world’s second-largest cement producer after China, India accounts for more than 8 per cent of global cement production, with an output of around 418 million tonnes in 2023–24. It contributes roughly 11 per cent to the input costs of the construction sector, sustains over one million direct jobs, and generates an estimated 20,000 additional downstream jobs for every million tonnes produced. This scale makes cement a critical backbone of the nation’s development. Yet, this vitality comes with a steep environmental price, as cement production contributes nearly 7 per cent of India’s total carbon dioxide (CO2) emissions.
On a global scale, the sector accounts for 8 per cent of anthropogenic CO2 emissions, a figure that underscores the urgency of balancing rapid growth with climate responsibility. A unique challenge lies in the dual nature of cement-related emissions: about 60 per cent stem from calcination of limestone in kilns, while the remaining 40 per cent arise from the combustion of fossil fuels to generate the extreme heat of 1,450°C required for clinker production (TERI 2023; GCCA).
This dilemma is compounded by India’s relatively low per capita consumption of cement at about 300kg per year, compared to the global average of 540kg. The data reveals substantial growth potential as India continues to urbanise and industrialise, yet this projected rise in consumption will inevitably add to greenhouse gas emissions unless urgent measures are taken. The sector is also uniquely constrained by being a high-volume, low-margin business with high capital intensity, leaving limited room to absorb additional costs for decarbonisation technologies.
India has nonetheless made notable progress in improving the carbon efficiency of its cement industry. Between 1996 and 2010, the sector reduced its emissions intensity from 1.12 tonnes of CO2 per ton of cement to 0.719 tonnes—making it one of the most energy-efficient globally. Today, Indian cement plants reach thermal efficiency levels of around 725 kcal/kg of clinker and electrical consumption near 75 kWh per tonne of cement, broadly in line with best global practice (World Cement 2025). However, absolute emissions continue to rise with increasing demand, with the sector emitting around 177 MtCO2 in 2023, about 6 per cent of India’s total fossil fuel and industrial emissions. Without decisive interventions, projections suggest that cement manufacturing emissions in India could rise by 250–500 per cent by mid-century, depending on demand growth (Statista; CEEW).
Recognising this threat, the Government of India has brought the sector under compliance obligations of the Carbon Credit Trading Scheme (CCTS). Cement is one of the designated obligated entities, tasked with meeting aggressive reduction targets over the next two financial years, effectively binding companies to measurable progress toward decarbonisation and creating compliance-driven demand for carbon reduction and trading credits (NITI 2025).
The industry has responded by deploying incremental decarbonisation measures focused on energy efficiency, alternative fuels, and material substitutions. Process optimisation using AI-driven controls and waste heat recovery systems has made many plants among the most efficient worldwide, typically reducing fuel use by 3–8 per cent and cutting emissions by up to 9 per cent. Trials are exploring kiln firing with greener fuels such as hydrogen and natural gas. Limited blends of hydrogen up to 20 per cent are technically feasible, though economics remain unfavourable at present.
Efforts to electrify kilns are gaining international attention. For instance, proprietary technologies have demonstrated the potential of electrified kilns that can reach 1,700°C using renewable electricity, a transformative technology still at the pilot stage. Meanwhile, given that cement manufacturing is also a highly power-intensive industry, several firms are shifting electric grinding operations to renewable energy.
Material substitution represents another key decarbonisation pathway. Blended cements using industrial by-products like fly ash and ground granulated blast furnace slag (GGBS) can significantly reduce the clinker factor, which currently constitutes about 65 per cent in India. GGBS can replace up to 85 per cent of clinker in specific cement grades, though its future availability may fall as steel plants decarbonise and reduce slag generation. Fly ash from coal-fired power stations remains widely used as a low-carbon substitute, but its supply too will shrink as India expands renewable power. Alternative fuels—ranging from biomass to solid waste—further allow reductions in fossil energy dependency, abating up to 24 per cent of emissions according to pilot projects (TERI; CEEW).
Beyond these, Carbon Capture, Utilisation, and Storage (CCUS) technologies are emerging as a critical lever for achieving deep emission cuts, particularly since process emissions are chemically unavoidable. Post-combustion amine scrubbing using solvents like monoethanolamine (MEA) remains the most mature option, with capture efficiencies between 90–99 per cent demonstrated at pilot scale. However, drawbacks include energy penalties that require 15–30 per cent of plant output for solvent regeneration, as well as costs for retrofitting and long-term corrosion management (Heidelberg Materials 2025). Oxyfuel combustion has been tested internationally, producing concentrated CO2-laden flue gas, though the high cost of pure oxygen production impedes deployment in India.
Calcium looping offers another promising pathway, where calcium oxide sorbents absorb CO2 and can be regenerated, but challenges of sorbent degradation and high calcination energy requirements remain barriers (DNV 2024). Experimental approaches like membrane separation and mineral carbonation are advancing in India, with startups piloting systems to mineralise flue gas streams at captive power plants. Besides point-source capture, innovations such as CO2 curing of concrete blocks already show promise, enhancing strength and reducing lifecycle emissions.
Despite progress, several systemic obstacles hinder the mass deployment of CCUS in India’s cement industry. Technology readiness remains a fundamental issue: apart from MEA-based capture, most technologies are not commercially mature in high-volume cement plants. Furthermore, CCUS is costly. Studies by CEEW estimate that achieving net-zero cement in India would require around US$ 334 billion in capital investments and US$ 3 billion annually in operating costs by 2050, potentially raising cement prices between 19–107 per cent. This is particularly problematic for an industry where companies frequently operate at capacity utilisations of only 65–70 per cent and remain locked in fierce price competition (SOIC; CEEW).
Building out transport and storage infrastructure compounds the difficulty, since many cement plants lie far from suitable geological CO2 storage sites. Moreover, retrofitting capture plants onto operational cement production lines adds technical integration struggles, as capture systems must function reliably under the high-particulate and high-temperature environment of cement kilns.
Overcoming these hurdles requires a multi-pronged approach rooted in policy, finance, and global cooperation. Policy support is vital to bridge the cost gap through instruments like production-linked incentives, preferential green cement procurement, tax credits, and carbon pricing mechanisms. Strategic planning to develop shared CO2 transport and storage infrastructure, ideally in industrial clusters, would significantly lower costs and risks. International coordination can also accelerate adoption.
The Global Cement and Concrete Association’s net-zero roadmap provides a collaborative template, while North–South technology transfer offers developing countries access to proven technologies. Financing mechanisms such as blended finance, green bonds tailored for cement decarbonisation and multilateral risk guarantees will reduce capital barriers.
An integrated value-chain approach will be critical. Coordinated development of industrial clusters allows multiple emitters—cement, steel, and chemicals—to share common CO2 infrastructure, enabling economies of scale and lowering unit capture costs. Public–private partnerships can further pool resources to build this ecosystem. Ultimately, decarbonisation is neither optional nor niche for Indian cement. It is an imperative driven by India’s growth trajectory, environmental sustainability commitments, and changing global markets where carbon intensity will define trade competitiveness.
With compliance obligations already mandated under CCTS, the cement industry must accelerate decarbonisation rapidly over the next two years to meet binding reduction targets. The challenge is to balance industrial development with ambitious climate goals, securing both economic resilience and ecological sustainability. The pathway forward depends on decisive governmental support, cross-sectoral innovation, global solidarity, and forward-looking corporate action. The industry’s future lies in reframing decarbonisation not as a burden but as an investment in competitiveness, climate alignment and social responsibility.

References

  • Infomerics, “Indian Cement Industry Outlook 2024,” Nov 2024.
  • TERI & GCCA India, “Decarbonisation Roadmap for the Indian Cement Industry,” 2023.
  • UN Press Release, GA/EF/3516, “Global Resource Efficiency and Cement.”
  • World Cement, “India in Focus: Energy Efficiency Gains,” 2025.
  • Statista, “CO2 Emissions from Cement Manufacturing 2023.”
  • Heidelberg Materials, Press Release, June 18, 2025.
  • CaptureMap, “Cement Carbon Capture Technologies,” 2024.
  • DNV, “Emerging Carbon Capture Techniques in Cement Plants,” 2024.
  • LEILAC Project, News Releases, 2024–25.
  • PMC (NCBI), “Membrane-Based CO2 Capture in Cement Plants,” 2024.
  • Nature, “Carbon Capture Utilization in Cement and Concrete,” 2024.
  • ACS Industrial Engineering & Chemistry Research, “CCUS Integration in Cement Plants,” 2024.
  • CEEW, “How Can India Decarbonise for a Net-Zero Cement Industry?” (2025).
  • SOIC, “India’s Cement Industry Growth Story,” 2025.
  • MDPI, “Processes: Challenges for CCUS Deployment in Cement,” 2024.
  • NITI Aayog, “CCUS in Indian Cement Sector: Policy Gaps & Way Forward,” 2025.

ABOUT THE AUTHOR:
Dr Yogendra Kanitkar, Vice President R&D, Pi Green Innovations, drives sustainable change through advanced CCUS technologies and its pioneering NetZero Machine, delivering real decarbonisation solutions for hard-to-abate sectors.

Dr Shirish Kumar Sharma, Assitant Manager R&D, Pi Green Innovations, specialises in carbon capture, clean energy, and sustainable technologies to advance impactful CO2 reduction solutions.

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