Concrete
Brand differentiation happens at every touch point
Published
3 years agoon
By
admin
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
Merlin Prime Spaces Acquires 13,185 Sq M Land Parcel In Pune
Rs 273 crore purchase broadens the developer’s Pune presence
Published
1 day agoon
March 6, 2026By
admin
Merlin Prime Spaces (MPS) has acquired a 13,185 sq m land parcel in Pune for Rs 273 crore, marking a notable expansion of its footprint in the city.
The transaction value converts to Rs 2,730 mn or Rs 2.73 bn.
The parcel is located in a strategic area of Pune and the firm described the acquisition as aligned with its growth objectives.
The deal follows recent activity in the region and will be watched by investors and developers.
MPS said the acquisition will support its planned development pipeline and enable delivery of commercial and residential space to meet local demand.
The company expects the site to provide flexibility in product design and phased development to respond to market conditions.
The move reflects an emphasis on land ownership in key suburban markets.
The emphasis on land acquisition reflects a strategy to secure inventory ahead of demand cycles.
The purchase follows a period of sustained investor interest in Pune real estate, driven by expanding office ecosystems and residential demand from professionals.
MPS will integrate the new holding into its existing portfolio and plans to engage with local authorities and stakeholders to progress approvals and infrastructure readiness.
No financial partners were disclosed in the announcement.
The firm indicated that timelines will depend on approvals and prevailing market conditions.
Analysts note that strategic land acquisitions at scale can help developers manage costs and timelines while preserving optionality for future projects.
MPS will now hold an enlarged land bank in the region as it pursues growth, and the acquisition underlines continued corporate appetite for measured expansion in second tier cities.
The company intends to move forward with detailed planning in the coming months.
Stakeholders will assess how the site is positioned relative to existing infrastructure and connectivity.
Concrete
Adani Cement and Naredco Partner to Promote Sustainable Construction
Collaboration to focus on skills, technology and greener practices
Published
1 day agoon
March 6, 2026By
admin
Adani Cement has entered a strategic partnership with the National Real Estate Development Council (Naredco) to support India’s construction needs with a focus on sustainability, workforce capability and modern building technologies. The collaboration brings together Adani Cement’s building materials portfolio, research and development strengths and technical expertise with Naredco’s nationwide network of more than 15,000 member organisations. The agreement aims to address evolving demand across housing, commercial and infrastructure sectors.
Under the partnership, the organisations will roll out skill development and certification programmes for masons, contractors and site supervisors, with training to emphasise contemporary construction techniques, safety practices and quality standards. The programmes are intended to improve project execution and on-site efficiency and to raise labour productivity through standardised competencies. Emphasis will be placed on practical training and certification pathways that can be scaled across regions.
The alliance will function as a platform for knowledge sharing and technology exchange, facilitating access to advanced concrete solutions, innovative construction practices and modern materials. The effort is intended to enhance structural durability, execution quality and environmental responsibility across developments while promoting adoption of low-carbon technologies and green cement alternatives. Companies expect these measures to contribute to longer term resilience of built assets.
Senior executives conveyed that the partnership reflects a shared commitment to strengthening quality and sustainability in construction and that closer engagement with developers will help integrate advanced materials and technical support throughout the project lifecycle. Leadership noted the need for responsible construction practices as urbanisation accelerates and indicated that the association should encourage wider adoption of green building norms and collaboration within the real estate and construction ecosystem.
The organisations said they will also explore integrated building solutions, including ready-mix concrete offerings, while supporting initiatives aligned with affordable and inclusive housing. The partnership will progress through engagements, conferences and joint training programmes targeting rapidly urbanising cities and growth centres where demand for efficient and environmentally responsible construction grows. Naredco, established under the aegis of the Ministry of Housing and Urban Affairs, will leverage its policy and advocacy role to support implementation.
Operational excellence in cement is no longer about producing more—it is about producing smarter, cleaner and more reliably, where cost per tonne meets carbon per tonne.
Operational excellence in cement has moved far beyond the old pursuit of ‘more tonne’. The new benchmark is smarter, cleaner, more reliable production—delivered with discipline across process, people and data. In an industry where energy can account for nearly 30 per cent of manufacturing cost, even marginal gains translate into meaningful value. As Dr SB Hegde, Professor, Jain College of Engineering & Technology, Hubli and Visiting Professor, Pennsylvania State University, USA, puts it, “Operational excellence… is no longer about producing more. It is about producing smarter, cleaner, more reliably, and more sustainably.” The shift is structural: carbon per tonne will increasingly matter as much as cost per tonne, and competitiveness will be defined by the ability to stabilise operations while steadily lowering emissions.
From control rooms to command centres
The modern cement plant is no longer a handful of loops watched by a few operators. Control rooms have evolved from a few hundred signals to thousands—today, up to 25,000 signals can compete for attention. Dr Rizwan Sabjan, Head – Global Sales and Proposals, Process Control and Optimization, Fuller Technologies, frames the core problem plainly: plants have added WHRS circuits, alternative fuels, higher line capacities and tighter quality expectations, but human attention remains finite. “It is very impossible for an operator to operate the plant with so many things being added,” he says. “We need somebody who can operate 24×7… without any tiredness, without any distraction… The software can do that for us better.”
This is where advanced process control shifts from ‘automation spend’ to a financial lever. Dr Hegde underlines the logic: “Automation is not a technology expense. It is a financial strategy.” In large kilns, a one per cent improvement is not incremental—it is compounding.
Stability is the new productivity
At the heart of operational excellence lies stability. Not because stability is comfortable, but because it is profitable—and increasingly, low-carbon. When setpoints drift and operators chase variability, costs hide in refractory damage, thermal shocks, stop-start losses and quality swings. Dr Sabjan argues that algorithmic control can absorb process disturbances faster than any operator, acting as ‘a co-pilot or an autopilot’, making changes ‘as quick as possible’ rather than waiting for manual intervention. The result is not just fuel saving—it is steadier operation that extends refractory life and reduces avoidable downtime.
The pay-off can be seen through the lens of variability: manual operation often amplifies swings, while closed-loop optimisation tightens control. As Dr Sabjan notes, “It’s not only about savings… there are many indirect benefits, like increasing the refractory life, because we are avoiding the thermal shocks.”
Quality control
If stability is the base, quality is the multiplier. A high-capacity plant can dispatch enormous volumes daily, and quality cannot be a periodic check—it must be continuous. Yet, as Dr Sabjan points out, the biggest error is not in analysis equipment but upstream: “80 per cent of the error is happening at the sampling level.” If sampling is inconsistent, even the best XRF and XRD become expensive spectators.
Automation closes the loop by standardising sample collection, transport, preparation, analysis and corrective action. “We do invest a lot of money on analytical equipment like XRD and XRF, but if it is not put on the closed loop then there’s no use of it,” he says, because results become person-dependent and slow.
Raju Ramachandran, Chief Manufacturing Officer (East), Nuvoco Vistas Corp, reinforces the operational impact from the plant floor: “There’s a stark difference in what a RoboLab does… ensuring that the consistent quality is there… starts right from the sample collection.” For him, automation is not about removing people; it is about making outcomes repeatable.
Human-centric automation
One of the biggest barriers to performance is not hardware—it is fear. Dr Sabjan describes a persistent concern that digital tools exist to replace operators. “That’s not the way,” he says. “The technology is here to help operator… not to replace them… but to complement them.” The plants that realise this early tend to sustain performance because adoption becomes collaborative rather than forced.
Dr Hegde adds an important caveat: tools can mislead without competence. “If you don’t have the knowledge about the data… this will mislead you… it is like… using ChatGPT… it may tell the garbage.” His point is not anti-technology; it is pro-capability. Operational excellence now requires multidisciplinary teams—process, chemistry, physics, automation and reliability—working as one.
GS Daga, Managing Director, SecMec Consultants, takes the argument further, warning that the technology curve can outpace human readiness: “Our technology movement AI will move fast, and our people will be lagging behind.” For him, the industry’s most urgent intervention is systematic skilling—paired with the environment to apply those skills. Without that, even high-end systems remain underutilised.
Digital energy management
Digital optimisation is no longer confined to pilots; its impact is increasingly quantifiable. Raghu Vokuda, Chief Digital Officer, JSW Cement, describes the outcomes in practical terms: reductions in specific power consumption ‘close to 3 per cent to 7 per cent’, improvements in process stability ‘10 per cent to 20 per cent’, and thermal energy reductions ‘2–5 per cent’. He also highlights value beyond the process line—demand optimisation through forecasting models can reduce peak charges, and optimisation of WHRS can deliver ‘1 per cent to 3 per cent’ efficiency gains.
What matters is the operating approach. Rather than patchwork point solutions, he advocates blueprinting a model digital plant across pillars—maintenance, quality, energy, process, people, safety and sustainability—and then scaling. The difference is governance: defined ownership of data, harmonised OT–IT integration, and dashboards designed for each decision layer—from shopfloor to plant head to network leadership.
Predictive maintenance
Reliability has become a boardroom priority because the cost of failure is blunt and immediate. Dr Hegde captures it crisply: “One day of kiln stoppage can cost several crores.” Predictive maintenance and condition monitoring change reliability from reaction to anticipation—provided plants invest in the right sensors and a holistic architecture.
Dr Sabjan stresses the need for ‘extra investment’ where existing instrumentation is insufficient—kiln shell monitoring, refractory monitoring and other critical measurements. The goal is early warning: “How to have those pre-warnings… where the failures are going to come… and then ensure that the plant availability is high, the downtime is low.”
Ramachandran adds that IoT sensors are increasingly enabling early intervention—temperature rise in bearings, vibration patterns, motor and gearbox signals—moving from prediction to prescription. The operational advantage is not only fewer failures, but planned shutdowns: “Once the shutdown is planned in advance… you have lesser… unpredictable downtimes… and overall… you gain on the productivity.”
Alternative fuels and raw materials
As decarbonisation tightens, AFR becomes central—but scaling it is not simply a procurement decision. Vimal Kumar Jain, Technical Director, Heidelberg Cement, frames AFR as a structured programme built on three foundations: strong pre-processing infrastructure, consistent AFR quality, and a stable pyro process. “Only with the fundamentals in place can AFR be scaled safely—without compromising clinker quality or production stability.”
He also flags a ground reality: India’s AFR streams are often seasonal and variable. “In one season to another season, there is major change… high variation in the quality,” he says, making preprocessing capacity and quality discipline mandatory.
Ramachandran argues the sector also needs ecosystem support: a framework for AFR preprocessing ‘hand-in-hand’ between government and private players, so fuels arrive in forms that can be used efficiently and consistently.
Design and execution discipline
Operational excellence is increasingly determined upstream—by the choices made in concept, layout, technology selection, operability and maintainability. Jain puts it unambiguously: “Long term performance is largely decided before the plant is commissioned.” A disciplined design avoids bottlenecks that are expensive to fix later; disciplined execution ensures safe, smooth start-up with fewer issues.
He highlights an often-missed factor: continuity between project and operations teams. “When knowledge transfer is strong and ownership carries beyond commissioning, the plant stabilises much faster… and lifecycle costs reduce significantly.”
What will define the next decade
Across the value chain, the future benchmark is clear: carbon intensity. “Carbon per ton will matter as much as cost per ton,” says Dr Hegde. Vokuda echoes it: the industry will shift from optimising cost per tonne to carbon per ton.
The pathway, however, is practical rather than idealistic—low-clinker and blended cements, higher thermal substitution, renewable power integration, WHRS scaling and tighter energy efficiency. Jain argues for policy realism: if blended cement can meet quality, why it shall not be allowed more widely, particularly in government projects, and why supplementary materials cannot be used more ambitiously where performance is proven.
At the same time, the sector must prepare for CCUS without waiting for it. Jain calls for CCUS readiness—designing plants so capture can be added later without disruptive retrofits—while acknowledging that large-scale rollout may take time as costs remain high.
Ultimately, operational excellence will belong to plants that integrate—not isolate—the levers: process stability, quality automation, structured AFR, predictive reliability, disciplined execution, secure digitalisation and continuous learning. As Dr Sabjan notes, success will not come from one department owning the change: “Everybody has to own it… then only… the results could be wonderful.”
And as Daga reminds the industry, the future will reward those who keep their feet on the ground while adopting the new: “I don’t buy technology for the sake of technology. It has to make a commercial sense.” In the next decade, that commercial sense will be written in two numbers—cost per tonne and carbon per tonne—delivered through stable, skilled and digitally disciplined operations.
Merlin Prime Spaces Acquires 13,185 Sq M Land Parcel In Pune
Adani Cement and Naredco Partner to Promote Sustainable Construction
Operational Excellence Redefined!
World Cement Association Annual Conference 2026 in Bangkok
Assam Chief Minister Opens Star Cement Plant In Cachar
Merlin Prime Spaces Acquires 13,185 Sq M Land Parcel In Pune
Adani Cement and Naredco Partner to Promote Sustainable Construction
Operational Excellence Redefined!
World Cement Association Annual Conference 2026 in Bangkok
Assam Chief Minister Opens Star Cement Plant In Cachar
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