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Branding Concrete with Virtual and Augmented Reality

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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

  1. 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.
  2. 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.
  3. 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.
  4. 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:

  1. Identify key use cases that align with business goals
  2. Partner with VR/AR developers to build customised solutions
  3. Promote VR/AR experiences through social media and marketing channels
  4. Provide training to employees and customers on accessing and using the technology
  5. 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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Adani’s Strategic Emergence in India’s Cement Landscape

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5 days ago

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September 16, 2025

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Milind Khangan, Marketing Head, Vertex Market Research, sheds light on Adani’s rapid cement consolidation under its ‘One Business, One Company’ strategy while positioning it to rival UltraTech, and thus, shaping a potential duopoly in India’s booming cement market.

India is the second-largest cement-producing country in the world, following China. This expansion is being driven by tremendous public investment in the housing and infrastructure sectors. The industry is accelerating, with a boost from schemes such as PM Gati Shakti, Bharatmala, and the Vande Bharat corridors. An upsurge in affordable housing under the Pradhan Mantri Awas Yojana (PMAY) further supports this expansion. In May 2025, local cement production increased about 9 per cent from last year to about 40 million metric tonnes for the month. The combined cement capacity in India was recorded at 670 million metric tonnes in the 2025 fiscal year, according to the Cement Manufacturers’ Association (CMA). For the financial year 2026, this is set to grow by another 9 per cent.
In spite of the growing demand, the Indian cement industry is highly competitive. UltraTech Cement (Aditya Birla Group) is still the market leader with domestic installed capacity of more than 186 MTPA as on 2025. It is targeted to achieve 200 MTPA. Adani Cement recently became a major player and is now India’s second-largest cement company. It did this through aggressive consolidation, operational synergies, and scale efficiencies. Indian players in the cement industry are increasingly valuing operational efficiency and sustainability. Some of the strategies with high impact are alternative fuels and materials (AFR) adoption, green cement expansion, and digital technology investments to offset changing regulatory pressure and increasing energy prices.

Building Adani Cement brand
Vertex Market Research explains that the Adani Group is executing a comprehensive reorganisation and consolidation of its cement business under the ‘One Business, One Company’ strategy. The plan is to integrate its diversified holdings into one consolidated corporate entity named Adani Cement. The focus is on operating integration, governance streamlining, and cost reduction in its expanding cement business.
Integration roadmap and key milestones:

  • September 2022: The consolidation process started with the $6.4 billion buyout of Holcim’s majority stakes in Ambuja Cements and ACC, with Ambuja becoming the focal point of the consolidation.
  • December 2023: Bought Sanghi Industries to strengthen the firm’s presence in western India.
  • August 2024: Added Penna Cement to the portfolio, improving penetration of the southern market of India.
  • April 2025: Further holding addition in Orient Cement to 46.66 per cent by purchasing the same from CK Birla Group, becoming the promoter with control.
  • Ambuja Cements amalgamated with Adani Cement: This was sanctioned by the NCLT on 18th July 2025 with effect from April 1, 2024. This amalgamation brings in limestone reserves and fresh assets into Ambuja.
  • Subject to Sanghi and Penna merger with Ambuja: Board approvals in December 2024 with the aim to finish between September to December 2025.
  • Ambuja-ACC future integration: The latter is being contemplated as the final step towards consolidation.
  • Orient Cement: It would serve as a principal manufacturing facility following the merger.

Scale, capacity expansion and market position
In financial year-2025, Adani Cement, including Ambuja, surpassed 100 MTPA. This makes it one of the world’s top ten cement companies. Along with ACC’s operations, it is now firmly placed as India’s second-largest cement company. In FY25, the Adani group’s sales volume per annum clocked 65 million metric tonnes. Adani Group claims that it now supplies close to 30 per cent of the cement consumed in India’s homes and infrastructure as of June 2025.
The organisation is pursuing aggressive brownfield expansion:

  • By FY 2026: Reach 118 MTPA
  • By FY 2028: Target 140 MTPA

These goals will be driven by commissioning new clinker and grinding units at key sites, with civil and mechanical works underway.
As of 2024, Adani Cement had its market share pegged at around 14 to 15 per cent, with an ambition to scale this up to 20 per cent by FY?2028, emerging as a potent competitor to UltraTech’s 192?MTPA capacity (186 domestic and overseas).

Strategic advantages and competitive benefits
The consolidation simplifies decision-making by reducing legal entities, centralising oversight, and removing redundant functions. This drives compliance efficiency and transparent reporting. Using procurement power for raw materials and energy lowers costs per ton. Integrated logistics with Adani Ports and freight infrastructure has resulted in an estimated 6 per cent savings in logistics. The group aims for additional savings of INR 500 to 550 per tonne by FY 2028 by integrating green energy, using alternative fuel resources, and improving sourcing methods.

Market coverage and brand consistency
Brand integration under one strategy will provide uniform product quality and easier distribution networks. Integration with Orient Cement’s dealer base, 60 per cent of which already distributes Ambuja/ACC products, enhances outreach and responsiveness.
By having captive limestone reserves at Lakhpat (approximately 275 million tonnes) and proposed new manufacturing facilities in Raigad, Maharashtra, Adani Cement derives cost advantage, raw material security, and long-term operational robustness.

Strategic implications and risks
Consolidation at Adani Cement makes it not just a capacity leader but also an operationally agile competitor with the ability to reap digital and sustainability benefits. Its vertically integrated platform enables cost leadership, market responsiveness, and scalability.

Challenges potentially include:

  • Integration challenges across systems, corporate cultures, and plant operations
  • Regulatory sanctions for pending mergers and new capacity additions
  • Environmental clearances in environmentally sensitive areas and debt management with input price volatility

When materialised, this revolution would create a formidable Adani–UltraTech duopoly, redefining Indian cement on the basis of scale, innovation, and sustainability. India’s leading four cement players such as Adani (ACC and Ambuja), Dalmia Cement, Shree Cement, and UltraTech are expected to dominate the cement market.

Conclusion
Adani’s aggressive consolidation under the ‘One Business, One Company’ strategy signals a decisive shift in the Indian cement industry, positioning the group as a formidable challenger to UltraTech and setting the stage for a potential duopoly that could dominate the sector for years to come. By unifying operations, leveraging economies of scale, and securing vertical integration—from raw material reserves to distribution networks—Adani Cement is building both capacity and resilience, with clear advantages in cost efficiency, market reach, and sustainability. While integration complexities, regulatory hurdles, and environmental approvals remain key challenges, the scale and strategic alignment of this consolidation promise to redefine competition, pricing dynamics, and operational benchmarks in one of the world’s fastest-growing cement markets.

About the author:
Milind Khangan is the Marketing Head at Vertex Market Research and comes with over five years of experience in market research, lead generation and team management.

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Precision in Motion: A Deep Dive into PowerBuild’s Core Gear Series

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1 month ago

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August 16, 2025

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PowerBuild’s flagship Series M, C, F, and K geared motors deliver robust, efficient, and versatile power transmission solutions for industries worldwide.

Products – M, C, F, K: At the heart of every high-performance industrial system lies the need for robust, reliable, and efficient power transmission. PowerBuild answers this need with its flagship geared motor series: M, C, F, and K. Each series is meticulously engineered to serve specific operational demands while maintaining the universal promise of durability, efficiency, and performance.
Series M – Helical Inline Geared Motors: Compact and powerful, the Series M delivers exceptional drive solutions for a broad range of applications. With power handling up to 160kW and torque capacity reaching 20,000 Nm, it is the trusted solution for industries requiring quiet operation, high efficiency, and space-saving design. Series M is available with multiple mounting and motor options, making it a versatile choice for manufacturers and OEMs globally.
Series C – Right Angled Heli-Worm Geared Motors: Combining the benefits of helical and worm gearing, the Series C is designed for right-angled power transmission. With gear ratios of up to 16,000:1 and torque capacities of up to 10,000 Nm, this series is optimal for applications demanding precision in compact spaces. Industries looking for a smooth, low-noise operation with maximum torque efficiency rely on Series C for dependable performance.
Series F – Parallel Shaft Mounted Geared Motors: Built for endurance in the most demanding environments, Series F is widely adopted in steel plants, hoists, cranes, and heavy-duty conveyors. Offering torque up to 10,000 Nm and high gear ratios up to 20,000:1, this product features an integral torque arm and diverse output configurations to meet industry-specific challenges head-on.
Series K – Right Angle Helical Bevel Geared Motors: For industries seeking high efficiency and torque-heavy performance, Series K is the answer. This right-angled geared motor series delivers torque up to 50,000 Nm, making it a preferred choice in core infrastructure sectors such as cement, power, mining, and material handling. Its flexibility in mounting and broad motor options offer engineers’ freedom in design and reliability in execution.
Together, these four series reflect PowerBuild’s commitment to excellence in mechanical power transmission. From compact inline designs to robust right-angle drives, each geared motor is a result of decades of engineering innovation, customer-focused design, and field-tested reliability. Whether the requirement is speed control, torque multiplication, or space efficiency, Radicon’s Series M, C, F, and K stand as trusted powerhouses for global industries.

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Driving Measurable Gains

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1 month ago

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August 16, 2025

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Klüber Lubrication India’s Klübersynth GEM 4-320 N upgrades synthetic gear oil for energy efficiency.

Klüber Lubrication India has introduced a strategic upgrade for the tyre manufacturing industry by retrofitting its high-performance synthetic gear oil, Klübersynth GEM 4-320 N, into Barrel Cold Feed Extruder gearboxes. This smart substitution, requiring no hardware changes, delivered energy savings of 4-6 per cent, as validated by an internationally recognised energy audit firm under IPMVP – Option B protocols, aligned with
ISO 50015 standards.

Beyond energy efficiency, the retrofit significantly improved operational parameters:

  • Lower thermal stress on equipment
  • Extended lubricant drain intervals
  • Reduction in CO2 emissions and operational costs

These benefits position Klübersynth GEM 4-320 N as a powerful enabler of sustainability goals in line with India’s Business Responsibility and Sustainability Reporting (BRSR) guidelines and global Net Zero commitments.

Verified sustainability, zero compromise
This retrofit case illustrates that meaningful environmental impact doesn’t always require capital-intensive overhauls. Klübersynth GEM 4-320 N demonstrated high performance in demanding operating environments, offering:

  • Enhanced component protection
  • Extended oil life under high loads
  • Stable performance across fluctuating temperatures

By enabling quick wins in efficiency and sustainability without disrupting operations, Klüber reinforces its role as a trusted partner in India’s evolving industrial landscape.

Klüber wins EcoVadis Gold again
Further affirming its global leadership in responsible business practices, Klüber Lubrication has been awarded the EcoVadis Gold certification for the fourth consecutive year in 2025. This recognition places it in the top three per cent
of over 150,000 companies worldwide evaluated for environmental, ethical and sustainable procurement practices.
Klüber’s ongoing investments in R&D and product innovation reflect its commitment to providing data-backed, application-specific lubrication solutions that exceed industry expectations and support long-term sustainability goals.

A trusted industrial ally
Backed by 90+ years of tribology expertise and a global support network, Klüber Lubrication is helping customers transition toward a greener tomorrow. With Klübersynth GEM 4-320 N, tyre manufacturers can take measurable, low-risk steps to boost energy efficiency and regulatory alignment—proving that even the smallest change can spark a significant transformation.

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