Concrete

Branding Concrete with Virtual and Augmented Reality

Published

2 years ago

July 17, 2023

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Agnes Rozario, Brand and Product Marketing Manager, Techurate Systems, assesses the role of new-age branding tools, such as new virtual and augmented reality technologies, in transforming the image of the Indian cement and concrete industry.

The cement industry is often seen as a humdrum sector lacking innovation or creativity. However, new virtual and augmented reality technologies are poised to transform how cement companies build their brand and connect with customers. Forward-thinking firms are beginning to leverage VR and AR to showcase the versatility, sustainability and design potential of their products.
These new digital tools allow customers to experience concrete in engaging, multi-sensory ways not possible before. Architects and builders can now visualise how different mixes and textures of concrete will look and feel in a finished building or structure. They can see how light will interact with the material or how it handles under extreme weather conditions – all without pouring a single slab.
For an industry that has traditionally relied on fairly static marketing materials like product catalogs, VR and AR offer an opportunity to revamp brand image and bring products to life for customers. As more cement firms adopt virtual and augmented reality, it may not be long before these technologies become a necessity to stay competitive. Brands that embrace VR and AR as a way to actively engage customers and highlight the dynamic potential of their products will likely gain a key advantage. While the cement industry is often characterised as unexciting, the strategic use of new digital tools could help forward-looking brands build a reputation as innovative trendsetters in their field.

Current State of Branding
The cement industry has typically struggled with branding its products. Cement is seen as a commodity by most consumers, with little differentiation between suppliers and brands. However, new technologies like virtual and augmented reality (VR and AR) may provide an opportunity for cement companies to strengthen their branding.
Currently, branding in the cement industry focuses primarily on business-to-business marketing to contractors, builders and architects. Branding is limited to company and product names, logos and basic product information. There are few opportunities for end consumers to interact with and experience different cement brands.
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.
Overall, VR and AR are poised to revolutionise cement industry branding by humanising products, forming emotional bonds between brands and customers, and highlighting key product benefits and differences. Cement companies that embrace these technologies will be best positioned to strengthen their brand in the digital age. The future of cement industry branding is virtual and augmented.

Why are VR and AR the Game Changers for Concrete Brands

Immersive experiences: VR and AR create immersive environments that allow customers to visualise how different concrete products would appear in real-world settings. This helps in making purchasing decisions and building brand loyalty.
Personalised interactions. VR and AR enable personalised interactions where customers can customise concrete products to their needs and view the results in real time. This customisation strengthens the customer-brand relationship.
Memorable encounters: The multisensory nature of VR and AR leads to memorable encounters with brands that leave lasting impressions on customers. Concrete companies can leverage this to build brand awareness and position themselves as leaders in innovation.
Data insights: VR and AR provide data on how customers engage with concrete products that brands can analyse to make improvements. This data is key to optimising customer experiences and tailoring products to market needs.
Cost efficiency: Although implementing VR and AR requires initial investments, they reduce costs in the long run. Brands save money through lower return rates, fewer physical prototypes and streamlined design processes.

VR and AR will transform how concrete brands reach and interact with customers. Companies that adopt these technologies early will gain a competitive advantage in an industry ripe for disruption. The future of concrete is virtual and progressive brands are poised to reap the benefits.

How are Leading Cement Companies Using VR and AR
LafargeHolcim
LafargeHolcim launched a VR experience for its new cement Ultracem product in Colombia. Customers can view a virtual construction site showcasing the cement’s strength and durability. The immersive experience provides an innovative way for customers to interact with and engagingly understand the company’s products.

A VR programme can train workers on safety procedures when handling cement.

HeidelbergCement
HeidelbergCement, a multinational building materials company, developed an AR app for customers to explore the composition and properties of different cement types. The app provides 3D visualisations and animations demonstrating how each cement is made. It helps customers gain valuable insights into the company’s sustainable production processes and how cements can be optimised for their building projects. The immersive and interactive experience establishes HeidelbergCement as an innovative, forward-thinking company.

Dalmia Cement
Dalmia Cement launched an AR app to help customers choose the right cement for their needs. Users can view 3D models of buildings and structures to see how different cements impact overall quality. The app recommends products based on factors like cost, performance, and sustainability. It offers an engaging customer experience with additional information on each cement’s composition, specifications, and applications. The app positions Dalmia as a customer-centric company focused on service and support.
In summary, major cement companies are leveraging VR and AR to:

Educate customers on their products and production processes
Provide an immersive brand experience that builds loyalty
Recommend the most suitable cement for customers’ needs
Establish themselves as innovative, forward-thinking companies
Deliver superior customer service through interactive technologies

The applications of VR and AR show significant promise for revamping branding and marketing in the cement industry. With further advancements, these technologies may transform how companies engage with and support their customers.

Future of VR and AR

VR and AR Enable Immersive Brand Experiences
VR and AR technologies are poised to transform brand marketing in the cement industry. These immersive technologies can create engaging customer experiences that bring brands to life in new ways.
Reaching New Audiences
VR and AR expand the reach of brand messaging by appealing to new audiences like the tech-savvy younger generation. Studies show that Gen Z and millennials prefer interactive and visual content. VR and AR can make the cement industry more attractive and relevant to these groups.
Brand Storytelling and Emotional Connections
Immersive experiences are highly effective for storytelling and making emotional connections with audiences. They can transport people into a brand’s world, evoking emotions and memories. Cement companies can use VR and AR to share their brand story and values in an impactful way. These technologies can forge deeper bonds between brands and customers that translate to increased brand loyalty and advocacy.
Lead Generation and Conversion
VR and AR are useful for generating and converting leads. Immersive brand experiences can be leveraged at trade shows and events to attract prospects and move them through the sales funnel. Cement companies can use VR and AR to demonstrate products engagingly, address customer questions, and prompt interest in follow-up conversations. Studies show that VR, in particular, leads to higher lead conversion rates.
The cement industry has an opportunity to revamp its brand marketing by adopting VR and AR technologies. These immersive tools can transform how cement companies reach, engage and convert customers. They represent the future of impactful and memorable brand experiences that drive real business results. With VR and AR, the cement industry’s brand stories can come to life.

Getting Started With VR and AR
To remain competitive, cement brands should explore virtual and augmented reality (VR/AR) to enhance their marketing and branding. VR/AR technologies are transforming industries by providing immersive digital experiences. Cement companies can leverage VR/AR in the following ways:
Product Visualisation: Using VR/AR, customers can visualise cement products in a simulated environment. For example, an AR app can allow customers to see how different concrete mixes would appear in their construction project. This helps customers select products that meet their needs and preferences.
Interactive Training: Cement brands can develop VR/AR training modules for employees and customers. For instance, a VR programme can train workers on safety procedures when handling cement. AR apps can provide interactive guidance to customers on how to properly prepare, pour and finish concrete. These engaging learning experiences are more effective than traditional methods.
Enhanced Marketing: VR/AR amplifies digital marketing campaigns for cement brands. For example, a 360-degree VR video can transport viewers into a cement production facility, showcasing the manufacturing process. An AR-enabled print ad or billboard can activate an immersive AR experience when viewed through a mobile device. These highly visual and interactive mediums capture attention and leave a lasting impression on audiences.
To implement VR/AR, cement companies should:

Identify key use cases that align with business goals
Partner with VR/AR developers to build customised solutions
Promote VR/AR experiences through social media and marketing channels
Provide training to employees and customers on accessing and using the technology
Continuously improve VR/AR applications based on user feedback
VR and AR are innovative tools cement brands can leverage to strengthen their brand identity and gain a competitive advantage. With interactive and visually stunning experiences, VR and AR make brands and products come alive in new ways. Cement companies that adopt VR/AR will be poised to attract and retain more customers in today’s increasingly digital world.

Cement companies that embrace VR and AR will be best positioned to strengthen their brand in the digital age.

Conclusion
The cement industry would be well served to embrace the innovative technologies of virtual and augmented reality. As a historically low-tech industry, cement manufacturing has an opportunity to revamp its image through strategic branding and customer engagement initiatives powered by VR and AR. By transporting customers and stakeholders to an immersive experience of how cement is made and used, the industry can build new connections and strengthen existing relationships. VR and AR also provide platforms to demonstrate sustainability and environmental initiatives in an impactful way. For an industry that is the foundation of infrastructure and community, technology may be the key to reinforcing the importance of cement in the future. Leadership that is open to new tools and willing to invest in rebranding will position their companies at the forefront of the next revolution in building materials. The cement industry’s future is being built day by day and virtual and augmented reality can help construct a path to success.

ABOUT THE AUTHOR

Agnes Rozario has an experience in the consumer tech industry. She has been a brand and product marketing manager crafting campaigns for the UK, US and MENA markets.

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Concrete

The primary high-power applications are fans and mills

Published

2 days ago

October 10, 2025

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Alex Nazareth, Whole-time Director and CEO, Innomotics India, explains how plants can achieve both cost competitiveness and sustainability by lowering emissions, reducing downtime and planning for significant power savings.

As one of the most energy-intensive industries, cement manufacturing faces growing pressure to optimise power consumption, reduce emissions and improve operational reliability. Technology providers like Innomotics India are enabling this transformation by combining advanced motors, AI-driven digital solutions and intelligent monitoring systems that enhance process stability and reduce energy costs. From severe duty motors built for extreme kiln environments to DigiMine AI solutions that optimise pyro and mill operations, Alex Nazareth, Whole-time Director and CEO, Innomotics India, explains how the company is helping cement plants achieve measurable energy savings while moving closer to their sustainability goals.

How does your Energy Performance Contracting model typically reduce power consumption in cement plants—e.g., MWh saved?
Our artificial intelligence-based DigiMine AI Pyro and Mill solutions developed specifically for the cement industry, supports our customers in improving their process stability, productivity and process efficiency. In Pyro, this is achieved by optimising fuel consumption (Coal / AFR), reducing Specific Heat Consumption and reduction in emissions (CO2, SOx and NOx) through continuous monitoring of thermodynamics in pyro and recommending set-points of crucial parameters in advance for maintaining stable operations.
Within the mill, this is achieved by improving throughput, reduce energy / power consumption and maintaining stable operations on a continuous basis. Our ROI-based value proposition captures the project KPIs like reduction of coal usage, increase of AFR, reduction of specific heat consumption (Kcal / Kg), reduction of specific power consumption (KWH / tonne), reduction of emissions, etc., by a specific percentage. This gives clarity to our customers to understand the investment vis-à-vis savings and estimate the recovery time of their investment, which typically is achieved within one year of DigiMine AI Pyro and Mill solutions implementation.

What role do digitalisation and motor monitoring play in overall plant energy optimisation?
Motors are being used extensively in cement production, and their monitoring play crucial role in ensuring continuous operation of applications. The monitoring system can automatically generate alerts for any anomaly / abnormalities in motor parameters, which allows plant team to take corrective actions and avoid any major equipment damage and breakdown. The alerts help maintenance team to plan maintenance schedule and related activity efficiently. Centralised and organised data gives overview to the engineers for day-to-day activities. Cement is amongst the top energy intensive industries in comparison to other industries. Hence, it becomes critically important to optimise efficiency, productivity and up-time of plant equipment. Motor monitoring and digitalisation plays a vital role in it. Monitoring and control of multiple applications and areas
within the plant or multiple plants becomes possible with digitalisation.
Digitalisation adds a layer on top of OT systems, bringing machine and process data onto a single interface. This solves the challenges such as system silo, different communications protocol, databases and most importantly, creates a common definition and measurement to plant KPIs. Relevant stakeholders, such as engineers, head of departments and plant heads, can see accurate information, analyse it and make better decisions with appropriate timing. In doing so, plant teams can take proactive actions before machine breakdown, enable better coordination during maintenance activities while improving operational efficiency and productivity.
Further using latest technologies like Artificial Intelligence can even assist operators in running their plant with minimal requirement of human intervention, which allows operators to utilise their time in focusing on more critical topics like analysing data to identify further improvements in operation.

Which of your high-efficiency IEC low-voltage motors deliver the best energy savings for cement mills or fans?
Innomotics India offers a range of IEC-compliant low-voltage motors engineered to deliver superior performance and energy savings, particularly for applications such as cement mills, large fans, and blowers. Innomotics has the complete range of IE4 motors from 0.37kW to 1000kW to meet the demands of cement industry. The IE5 range is also available for specific requirements.

Can safe area motors operate safely and efficiently in cement kiln environments?
Yes, safe area motors are designed to operate reliably in these environments without the risk of overheating. These motors have ingress protection that prevents dust, moisture ingress and can withstand mechanical stress. These motors are available in IE3 / IE4 efficiency classes thereby ensuring lower energy consumption during continuous operation. These motors comply with relevant Indian as well as international standards.

How do your SD Severe Duty motors contribute to lower emissions and lower cost in heavy duty cement applications?
Severe duty motors enhances energy efficiency and durability in demanding cement applications, directly contributing to lower emissions and operational costs. With high-efficiency ratings (such as IE3 or better), they reduce power consumption, minimising CO2 output from energy use. Their robust design handles extreme heat, dust and vibration—common in cement environments—ensuring reliable performance and fewer energy losses.
These motors also lower the total cost of ownership by reducing downtime, maintenance and replacement frequency. Their extended service life and minimal performance degradation help cement plants meet sustainability targets, comply with emissions regulations and improve overall energy management—all while keeping production consistent and cost-effective.

What pump, fan or compressor drive upgrades have shown approximately 60 per cent energy savings in industrial settings and can be replicated in cement plants?
In the cement industry, the primary high-power applications are fans and mills. Among these, fans have the greatest potential for energy savings. Examples, the pre-heater fan, bag house fan, and cooler fans. When there are variations in airflow or the need to maintain a constant pressure in a process, using a variable speed drive (VSD) system is a more effective option for starting and controlling these fans. This adaptive approach can lead to significant energy savings. For instance, vanes and dampers can remain open while the variable frequency drive and motor system manage airflow regulation efficiently.

Concrete

We conduct regular internal energy audits

Published

2 days ago

October 10, 2025

admin

Shaping the future of low-carbon cement production involves integrating renewables, digitalisation and innovative technologies. Uma Suryam, SVP and Head Manufacturing – Northern Region, Nuvoco Vistas, gives us a detailed account of how.

In an industry where energy consumption can account for a significant portion of operating costs, cement manufacturers are under increasing pressure to adopt sustainable practices without compromising efficiency. Nuvoco Vistas has taken a decisive step in this direction, leveraging digitalisation, renewable energy and innovative technologies to drive energy efficiency across its operations. In this exclusive conversation, Uma Suryam, SVP and Head Manufacturing – Northern Region, Nuvoco Vistas, shares its approach to energy management, challenges of modernising brownfield plants and its long-term roadmap to align efficiency with India’s net-zero vision.

How has your company improved energy efficiency over the past five years?
Over the past five years, we have prioritised energy conservation by enhancing operational efficiency and scaling up renewable energy adoption. Through strategic fuel mix optimisation, deployment of cleaner technologies, and greater integration of renewables, we have steadily reduced our environmental footprint while meeting energy needs sustainably.
Technological upgrades across our plants have further strengthened efficiency. These include advanced process control systems, enhanced trend analysis, grinding media optimisation and the integration of solar-powered utilities. Importantly, grid integration at our key plants has delivered significant cost savings and streamlined energy management.
A notable milestone has been the expansion of our solar power capacity and Waste Heat Recovery Systems (WHRS). Our solar power capacity has grown from 1.5 MW in FY 2021–22 to 5.5 MW, while our WHRS capacity has increased from 44.7 MW to 49 MW, underscoring our commitment to sustainable energy solutions.

What technologies or practices have shown the highest energy-saving potential in cement production?
One of our most significant achievements in advancing energy efficiency has been the successful commissioning of a 132 KV Grid Integration Project, which unified three of our major manufacturing units under a single power network. This milestone, enabled by a dedicated transmission line and a state-of-the-art Line-In Line-Out (LILO) substation, has transformed our energy management and operational capabilities.
With this integration, we have substantially reduced our contract demand, eliminated power disruptions, and enhanced operational continuity. Supported by an optical fibre network for real-time communication and automation, this project stands as a testament to our innovation-led manufacturing excellence and underscores Nuvoco’s vision of building a safer, smarter, and sustainable world.

What role does digitalisation play in achieving energy efficiency in your operations?
Digitalisation plays a transformative role in driving energy efficiency across our operations. At Nuvoco, we are leveraging cutting-edge technologies and advanced digital tools to enhance productivity, optimise energy consumption and strengthen our commitment to sustainability and employee safety.
We are developing AI-enabled dashboards to optimise WHRS and kiln operations, ensuring maximum efficiency. Additionally, our advanced AI models evaluate multiple operational parameters — including fuel pricing, moisture content and energy output — to identify the most cost-effective fuel combinations in real time. These initiatives are enabling data-driven decision-making, improving operational excellence and reducing our environmental footprint.

What is your long-term strategy for aligning energy efficiency with decarbonisation goals?
As part of India’s climate action agenda, the cement sector has laid out a clear decarbonisation roadmap to achieve net-zero CO2 emissions by 2070. At Nuvoco, we view this as both a responsibility and an opportunity to redefine the future of sustainable construction. Our long-term strategy focuses on aligning energy efficiency with decarbonisation goals by embracing innovative technologies, alternative raw materials and renewable energy solutions.
We are making strategic investments to scale up solar power installations and enhance our renewable energy mix significantly by 2028. These initiatives are a key part of our broader vision to reduce Scope 2 emissions and strengthen our contribution to India’s net-zero journey, while continuing to deliver innovative and sustainable solutions to our customers.

How do you measure and benchmark energy performance across different plants?
We adopt a comprehensive approach to measure and benchmark energy performance across our plants. Key metrics include Specific Heat Consumption (kCal/kg of clinker) and Specific Power Consumption (kWh/tonne of cement), which are continuously tracked against Best Available Technology (BAT) benchmarks, industry peers and global standards such as the WBCSD-CSI and CII benchmarks.
To ensure consistency and drive improvements, we conduct regular internal energy audits, leverage real-time dashboards and implement robust KPI tracking systems. These tools enable us to compare performance across plants effectively, identify optimisation opportunities and set actionable targets for energy efficiency and sustainability.

What are the key challenges in adopting energy-efficient equipment in brownfield cement plants?
Adopting energy-efficient technologies in brownfield cement plants presents a unique set of challenges due to the constraints of working within existing infrastructure. Firstly, the high capital expenditure and relatively long payback periods often require careful evaluation before investments are made. Additionally, integrating new technologies with legacy equipment can be complex, requiring significant customisation to ensure seamless compatibility and performance.
Another major challenge is minimising production disruptions during installation. Since brownfield plants are already operational, upgrades must be planned meticulously to avoid affecting output. In many cases, space constraints in older facilities add to the difficulty of accommodating advanced equipment without compromising existing layouts.
At Nuvoco, we address these challenges through a phased implementation approach, detailed project planning and by fostering a culture of innovation and collaboration across our plants. This helps us balance operational continuity with our commitment to driving energy efficiency and sustainability.

Concrete

Enlight Metals Supplies 3,200 Tonne of Steel for Navi Mumbai Airport

The airport is set to become Asia’s largest air connectivity hub.

Published

2 days ago

October 10, 2025

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Enlight Metals has supplied 3,200 metric tonne of steel for the newly inaugurated Navi Mumbai International Airport, marking a major contribution to one of India’s largest infrastructure projects and reinforcing the company’s commitment to supporting national development.

The Navi Mumbai International Airport, developed under a Public-Private Partnership led by the Adani Group, was inaugurated today by Prime Minister Narendra Modi. The airport is set to become Asia’s largest air connectivity hub, enhancing regional connectivity, boosting economic growth, and expanding trade opportunities. Prime Minister Modi described the project as a “glimpse of Viksit Bharat,” highlighting its transformative impact on infrastructure and development in the region.

“The supply of 3,200 metric tonne of steel for this key project aligns with our focus on supporting critical infrastructure development through reliable and timely metal sourcing. Enlight Metals is committed to enhancing transparency and efficiency in the steel supply chain, contributing to projects integral to India’s growth objectives,” said Vedant Goel, Director, Enlight Metals.

Enlight Metals has implemented technology-driven solutions to strengthen supply chain efficiency, ensuring consistent availability of construction materials for large-scale projects nationwide. Its contribution to the Navi Mumbai International Airport underscores the company’s growing role in supporting India’s infrastructure development initiatives.

This milestone reflects Enlight Metals’ ongoing engagement in delivering quality materials and timely services for major national projects, further cementing its position as a reliable partner in India’s infrastructure sector