Concrete

Driving Efficiency

Published

3 years ago

July 17, 2023

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Advancements in technology are positively helping innovation in machine management at cement plants, thereby enhancing efficiency, resulting in cost savings. ICR delves into the latest updates in gears, drives and motors, which are key components for smooth functioning of equipment in cement manufacturing.

Gears, drives, and motors are essential components that play vital roles in the operations of a cement plant in India. Gears, with their toothed structure, are employed in various critical applications throughout the plant. One significant application is in the rotation of the cement kiln. The kiln is a large, cylindrical structure where raw materials are heated to high temperatures to produce clinker. Gears enable the smooth and controlled rotation of the kiln, ensuring the efficient and consistent processing of materials. Additionally, gears are utilised in cement mills, which are responsible for grinding the raw materials or clinker into a fine powder. By driving the rotation of the mill, gears facilitate the grinding process, enabling the materials to be finely ground and transformed into cement.
Gears are also integral to the functioning of conveyors and elevators within the plant. These systems are responsible for the movement of raw materials, clinker, and finished cement from one area to another. Gears assist in driving these mechanisms, ensuring the smooth and reliable transportation of materials throughout the plant.
Drives are responsible for providing the necessary power to operate various equipment within the cement plant. Motor drives are commonly used and are essential in controlling the speed and torque of electric motors. They enable precise control over equipment such as kilns, mills, crushers, and conveyors, ensuring optimal performance and efficiency in their operations. In addition to motor drives, hydraulic drives and pneumatic drives are employed in specific applications. Hydraulic drives utilise fluid power to generate motion and force, typically employed in heavy-duty machinery like crushers and clinker cooler systems. Pneumatic drives, on the other hand, utilise compressed air to provide motion and power and can be found
in systems such as air compressors and pneumatic conveyors.

Motors serve as the primary power sources for the various equipment in a cement plant. Electric motors are extensively used, driving fans, blowers, pumps, crushers, mills, and kilns. They convert electrical energy into mechanical energy, enabling the machinery to perform their intended functions efficiently. In larger-scale cement plants, high voltage motors are utilised to handle the higher power requirements. These motors are designed to operate at higher voltages and can effectively drive heavy machinery within the plant. Induction motors are also commonly employed due to their reliability and robustness, offering good performance and energy efficiency in various applications throughout the cement plant.
Collectively, gears, drives, and motors are integral components that ensure the smooth and efficient operation of a cement plant in India. They facilitate critical processes involved in cement production, such as raw material grinding, kiln rotation, and material transportation. By providing reliable power, precise control, and optimal performance, these components contribute significantly to the overall functionality and productivity of the cement plant.
“The manufacturing of cement involves an elaborate process, starting from the mining of necessary mineral resources to the processing of these minerals to obtain the final products with desired physical and chemical properties. In this process, rotary drive systems play a crucial role in powering heavy-duty critical equipment that operates under harsh conditions and heavy loads. These systems are utilised for various applications such as crushing, grinding, melting, mixing and conveying,” says Krishnaraj Sreedharan, Head of Customer Service, Flender Drives.

ACHIEVING EFFICIENCY WITH ACCURACY
Gears, drives, and motors play a crucial role in helping cement plants achieve efficiency in cement production, reduce costs, and save electricity and fuel. These components contribute to the overall optimisation of various processes, leading to improved performance and sustainability in the industry.
One significant aspect of gears, drives, and motors is their ability to provide enhanced process control. With precise control over speed, torque and operation, these components enable cement plants to enhance process parameters. For example, in the case of kilns and mills, the rotation speed can be adjusted to maintain optimal conditions for efficient and consistent cement production. This level of control minimises waste, reduces energy consumption, and enhances overall production efficiency.
Energy optimisation is another area where gears, drives, and motors play a vital role. Modern motor drives offer features such as variable speed control, allowing operators to match motor speeds to the load demand. By adjusting the motor speed according to the process requirements, energy consumption can be significantly reduced. This capability is particularly beneficial for equipment such as fans, blowers, and pumps, which consume a significant amount of energy in cement plants.
These components also contribute to improved equipment reliability. High-quality gears and drives help minimise the risk of unexpected failures and breakdowns. Furthermore, motors with efficient designs and robust construction can operate reliably under challenging conditions, reducing the need for frequent repairs and replacements. This leads to reduced downtime and maintenance costs, enhancing overall cost efficiency.
Gears, drives, and motors also contribute to fuel efficiency in cement plants. By optimising the operation of grinding mills, these components ensure effective pulverisation of raw materials or clinker while minimising energy consumption. Additionally, precise control over kiln rotation allows for better heat transfer, ensuring efficient fuel utilisation during the clinker production process. The result is reduced fuel consumption, leading to cost savings and lower environmental impact.
Another advantage of integrating gears, drives, and motors is the potential for process automation. By leveraging advanced control systems, these components enable real-time monitoring, data analysis, and decision-making based on process variables. Automation facilitates optimised equipment operation, energy management, and production scheduling. By automating repetitive tasks and optimising processes, cement plants can achieve higher efficiency, reduce human errors, and save both electricity and fuel.
Furthermore, gears, drives, and motors provide valuable data on their operating conditions, allowing for predictive maintenance planning. Through condition monitoring and sensor technology, these components can detect potential issues and provide insights on temperature, vibration, and other relevant parameters. This data enables proactive maintenance planning, minimising unplanned downtime and optimising maintenance costs.

MAINTENANCE OF GEARS, DRIVES AND MOTORS
To increase the lifetime and optimise the performance of gears, drives, and motors in cement plants, several maintenance practices can be implemented. Regular inspections should be conducted to visually assess the condition of these components and monitor temperature, vibration, and noise levels. This helps identify any signs of wear, misalignment, or damage early on.
Proper lubrication is crucial for the smooth operation of gears, drives, and motors. Following manufacturer recommendations for the type of lubricant, quantity, and frequency of lubrication is essential. Regularly checking lubrication levels and performing timely lubrication prevents excessive friction, wear and overheating.
Ensuring proper alignment of gears, drives, and motors is vital to avoid excessive loads and uneven wear. Precision alignment tools and techniques should be utilised to align shafts, couplings, and belts accurately. Dynamic balancing of rotating components should also be carried out to minimise vibrations, which can lead to premature failure and reduced lifespan.
Maintaining cleanliness around gears, drives, and motors is crucial to prevent the accumulation of dust, debris, and contaminants. Regular cleaning and removal of any buildup help maintain optimal performance and reduce the risk of overheating or component failure. Implementing dust prevention measures in the plant can minimise the ingress of dust into critical equipment.
Monitoring the temperature of gears, drives, and motors is important to detect abnormal heating patterns. Excessive heat can indicate issues such as inadequate lubrication, misalignment, or overloading. Temperature sensors and monitoring systems should be installed to identify and address temperature anomalies promptly.
Performing regular vibration analysis on gears, drives, and motors can help identify potential faults or imbalances. Vibration monitoring systems detect abnormal vibration patterns, indicating misalignment, worn components, or impending failures. Analysing vibration data enables maintenance personnel to schedule corrective actions and prevent major breakdowns.
Providing adequate training and expertise to maintenance personnel is crucial. They should be trained in inspecting, maintaining, and troubleshooting gears, drives, and motors. Continuous professional development programs and access to technical resources enhance their knowledge and skills, facilitating effective maintenance practices.
Developing a proactive replacement strategy based on the anticipated lifespan of gears, drives, and motors is important. Monitoring their performance and condition regularly enables scheduling replacements before they reach the end of their operational life. This approach prevents unexpected failures and minimises costly downtime.
Maintaining detailed records of maintenance activities, inspections, repairs, and component history is essential. This documentation provides valuable insights into the performance, maintenance requirements, and lifespan of gears, drives, and motors. It helps identify recurring issues, analyse trends, and make informed decisions regarding maintenance and replacement strategies.
By implementing these maintenance practices, cement plants can extend the lifetime of gears, drives, and motors. Regular inspections, proper lubrication, alignment, cleaning, temperature monitoring, vibration analysis, training, proactive replacements and comprehensive record-keeping contribute to their optimal performance, reliability and longevity.

IMPACT OF TECHNOLOGY ON MOTOR WORKINGS
Gears, drives and motors manufacturers are embracing digitalisation and leveraging technology to enhance their products and provide better solutions to customers. One significant area of advancement is in digital design and simulation. Manufacturers are utilising advanced computer-aided design (CAD) software and simulation tools to create highly optimised gears, drives, and motors. These tools allow for precise modeling and analysis, enabling manufacturers to test various configurations, evaluate performance, and identify potential issues before physical prototypes are produced. This digital design process significantly improves efficiency, reduces development time and enhances product quality.
Another key aspect of digitalisation is performance monitoring and analytics. By integrating sensors and monitoring systems into gears, drives, and motors, manufacturers can collect real-time data on operating conditions, performance parameters, and health status. This data is then processed and analysed using data analytics techniques, enabling predictive maintenance, performance optimisation, and early fault detection. Manufacturers can provide smarter products that offer valuable insights to customers, leading to increased reliability, reduced downtime and improved operations.
Connectivity and remote monitoring capabilities are also being incorporated into gears, drives, and motors. By integrating with Industrial Internet of Things (IIoT) platforms, manufacturers enable remote diagnostics, condition monitoring, and performance optimisation. Customers can access real-time data, receive alerts, and remotely manage their equipment, resulting in improved efficiency, reduced maintenance costs, and enhanced productivity. This connectivity enhances the overall functionality and value of the products.
“The cement industry has also been emphasising on digitalisation and ABB has been a front runner in developing ways and means to do things better. We now have the option of getting every drive functioning in an industry connected remotely to our remote monitoring centres, which enable 24×7 watch on the critical performance parameters of the drives and proactively advise the plant engineers for taking preventive actions if any negative trend is shown on any critical parameters,” says Anoop Anand, Motion System Drives Division President, ABB India.
“The challenge has always been that it was not economically viable to extend monitoring to a much greater scope of equipment across a plant. That has now changed with the introduction of a new generation of wireless smart sensors for motors. The availability of cloud computing, data analytics, and mobile data transmission, has paved the way for the arrival of low-cost, IoT-based wireless sensors. With no hard wiring requirements, they allow for permanent monitoring at a fraction of the cost of traditional condition monitoring systems,” he adds.
Digitalisation is also being used to improve energy efficiency and sustainability. Manufacturers develop intelligent control algorithms and energy management systems that enhance the operation of gears, drives, and motors, thereby reducing energy consumption and environmental impact. Digital technologies enable the integration of renewable energy sources and energy recovery systems, further enhancing the sustainability of these products and supporting the industry’s efforts towards a greener future.
“We believe in offering efficient and futuristic technology to customers. Globally, we have stopped offering IE1 and IE2 class motors and offer more energy efficient IE3 and IE4 motors and soon IE5 efficiency motors will be available in a complete product range. As the world is adapting to Industry 4.0, hence, we have made our products suitable for new edge technology and we can get all kinds of data like temperature, speed, vibration, bearing life etc., from our product, process through our drives and store on the cloud for periodic analysis sitting at remote locations. This will be useful for the maintenance team to keep their machinery operative and avert breakdowns with proper and accurate feedback in advance,” says Amit Deokule, Director- Sales & Marketing, Nord.
Manufacturers are also developing collaborative platforms and digital services to enhance customer engagement and support. These platforms provide access to technical documentation, manuals, and online support, facilitating efficient communication between manufacturers and customers. Digital services such as remote technical assistance, spare parts ordering and performance optimisation consulting further enhance customer support and provide value-added services.
By embracing digitalisation and leveraging technology, gears, drives, and motors manufacturers are advancing product design, performance monitoring, connectivity, energy efficiency and customer support. These innovations result in more intelligent, reliable, and sustainable products that meet the evolving needs of customers in various industries. The integration of digitalisation and technology is transforming the industry and paving the way for more efficient and innovative solutions in the future.

CONCLUSION
Gears, drives, and motors play crucial roles in cement plants in India. They facilitate the movement and control of heavy machinery, such as crushers, kilns and mills, enabling efficient cement production. By using advanced technology and digitalisation, manufacturers are enhancing the design, performance and sustainability of these components.
Digital design and simulation improve their functionality, while performance monitoring and analytics enable predictive maintenance and fault detection. Connectivity and remote monitoring capabilities allow for real-time data access and control, leading to improved efficiency and reduced downtime.
Energy efficiency and sustainability are prioritised through intelligent control algorithms and the integration of renewable energy sources. Augmented reality and virtual reality support product design, training, and maintenance. Collaborative platforms and digital services enhance customer support and engagement. Overall, the integration of digitalisation and technology in gears, drives and motors drives innovation, improves efficiency and delivers smarter and more sustainable solutions for the cement industry.

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Concrete

ABB Extends Drive Lifespan at ACC Cement Plant Without Production Shutdown

Published

2 days ago

November 12, 2026

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ABB reconditions 25 drives at ACC’s Jamul cement plant, avoiding 16 tonnes of CO₂ emissions while improving reliability through predictive maintenance.
Chhattisgarh

ABB has signed a multi-year Motion OneCare service agreement with ACC Limited, part of the Adani Group, to modernise ageing industrial drives at its Jamul cement plant in Chhattisgarh, improving operational reliability while avoiding approximately 16 tonnes of carbon dioxide (CO₂) emissions without disrupting production.

Announced on 27 October 2026, the agreement combines scheduled drive reconditioning, digital condition monitoring and energy appraisals to extend equipment lifespan, improve plant uptime and optimise maintenance costs. The initiative marks a shift from conventional equipment replacement towards a more resource-efficient approach to industrial asset management.

The first phase, completed in April 2026, involved the on-site reconditioning of 25 ABB ACS800 variable speed drives without a major plant shutdown. By retaining the existing cabinets and restoring the drive modules rather than replacing entire panels, ABB helped ACC preserve capital investment, minimise material consumption and avoid approximately 16 tonnes of CO₂ emissions.

A second phase, covering an additional 25 ACS800 drive modules, is scheduled for the fourth quarter of 2026. The programme is designed to improve long-term equipment reliability while allowing maintenance activities to be aligned with the plant’s operational schedules.

The ACS800 drives, installed at Jamul in 2010, had delivered more than a decade of near-continuous service in demanding cement manufacturing conditions. However, ageing electrical components and changing fault patterns had begun to affect their ability to meet the plant’s reliability requirements.

Rather than opting for complete equipment replacement, ACC engaged ABB’s certified engineers to conduct a comprehensive asset health assessment. The evaluation found that the existing cabinets and enclosures remained structurally sound, making targeted reconditioning a technically viable and cost-effective alternative to full replacement.

Drawing on nearly two decades of experience with ACC’s equipment and operating requirements, ABB developed a maintenance framework tailored to the plant’s shutdown windows, budget cycles and production priorities.

The Motion OneCare agreement incorporates planned equipment restoration, condition-based monitoring and energy assessments, enabling ACC to adopt a more systematic approach to maintaining critical electrical infrastructure.

As part of the programme, ACC has implemented ABB Ability™ Digital Powertrain Insights to monitor drive performance and identify emerging operational issues before they result in equipment failures.

The digital platform provides continuous visibility into parameters such as temperature, current, vibration and fault patterns. These insights allow maintenance teams to detect early signs of equipment deterioration, schedule interventions more effectively and reduce the likelihood of unexpected downtime.

Amit Gupta, Local Division Manager, Motion Services, ABB India, said: “We know what unchecked wear costs over time: a small inefficiency that eats away at ROI for years. At Jamul, the evidence pointed clearly to assets with productive life still in them.”

“Our job was to restore them properly and give the team the tools to stay ahead of the next problem. At ABB, we don’t just fix what fails. We want to protect what works.”

The initiative also demonstrates the growing relevance of circular economy principles in cement manufacturing, where extending the service life of existing industrial equipment can reduce capital expenditure, material consumption and the environmental impact associated with manufacturing replacement components.

According to ABB, drive reconditioning can reduce lifecycle emissions by 50 to 80 per cent compared with complete equipment replacement. By preserving functional components and restoring critical modules, the process helps retain the economic and material value of existing industrial assets.

The addition of energy appraisals in subsequent phases will further expand the programme beyond equipment restoration, enabling ACC to assess drive performance, identify energy-saving opportunities and improve operating efficiency.

For cement manufacturers, variable speed drives play an important role in controlling motors and optimising energy consumption across production processes. Maintaining their reliability and efficiency is essential for minimising operational disruptions and managing electricity costs.

Vinod Bahety, CEO – Cement Business, Adani Group, said: “Moving from reactive firefighting to a structured maintenance plan was exactly what this operation needed. That kind of peace of mind doesn’t come easily. It comes from a partner that understands how your business runs.”

“We didn’t need a full system overhaul; we needed expert support, actionable insights, and a plan we could execute around our schedule. That’s what we got.”

The project supports ACC’s broader strategy to improve manufacturing efficiency through digital transformation, preventive maintenance and sustainable asset management.

ACC, a subsidiary of Ambuja Cements and part of the Adani Group, operates 20 cement manufacturing facilities and 119 ready-mix concrete plants across India. The company has been advancing initiatives focused on renewable energy, circular economy practices and technology-driven operational improvements.

Alongside Ambuja Cements, ACC is part of a large-scale building materials business committed to achieving net-zero emissions by 2050, with near-term and net-zero targets validated by the Science Based Targets initiative (SBTi).

The Jamul initiative aligns with these sustainability objectives by demonstrating how equipment life extension and digital monitoring can contribute to resource efficiency without requiring large-scale replacement of existing infrastructure.

ABB, a global technology company specialising in electrification and automation, brings more than 140 years of industrial expertise and employs approximately 110,000 people worldwide. Its Motion Services business supports industrial customers through equipment maintenance, modernisation, digital monitoring and lifecycle management solutions.

The agreement also reflects a wider shift in industrial maintenance practices, with manufacturers increasingly adopting predictive technologies to improve equipment availability, manage costs and reduce unplanned shutdowns.

With 25 drives already reconditioned and another 25 scheduled for restoration, ABB’s collaboration with ACC illustrates how targeted modernisation, digital monitoring and circular maintenance practices can extend the operational life of critical equipment while supporting more efficient and sustainable cement production.

Concrete

ABB Drives Digital Transformation at TCI MAX Cement Plant in J&K

Published

2 days ago

November 12, 2026

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ABB deploys advanced process control at TCI MAX’s Srinagar cement plant to improve clinker quality, energy efficiency and sustainable manufacturing.

Kashmir

ABB has deployed its advanced process control technology at TCI MAX Cement’s Srinagar facility in Jammu and Kashmir, marking the region’s first reported implementation of advanced process control (APC) in cement manufacturing and strengthening efforts towards more efficient, digitally enabled production.

Announced on 5 November 2026, the deployment of ABB Ability™ Expert Optimizer at the facility, operated by Trumboo Industries Pvt. Ltd., aims to improve process stability, clinker quality, energy efficiency and overall plant productivity. The implementation forms part of TCI MAX’s strategy to modernise its manufacturing operations through automation and digital technologies.

Following the integration of ABB’s advanced process control solution and supporting IT infrastructure, TCI MAX has reported improvements in operational productivity, product quality and sustainability-related performance indicators. The technology focuses on optimising the cement pyro process, a critical stage of production involving high-temperature processing and clinker formation.

Waseem Ahmed Trumboo, Director, Trumboo Industries Pvt. Ltd., said: “Introducing advanced process control at TCI MAX is an important step in how we are evolving our operations. Our focus is on improving the stability and efficiency of our processes while maintaining consistent clinker quality. We have been encouraged by the performance of the solution during commissioning and by the support from the ABB team, and we look forward to realizing its full potential.”

ABB Ability™ Expert Optimizer combines advanced process control, model predictive control (MPC) and artificial intelligence (AI) to continuously monitor and optimise manufacturing operations. By analysing process conditions, predicting operational behaviour and automatically adjusting key parameters, the system enables more consistent production while reducing process variability.

In cement manufacturing, maintaining stable pyro-processing conditions is essential for achieving uniform clinker quality and optimising thermal energy consumption. Fluctuations in operating parameters can affect fuel efficiency, production output and product consistency.

The deployment is designed to address these challenges through real-time process optimisation, helping operators maintain more stable kiln operations while improving the utilisation of fuel, electricity and raw materials.

Kapil Agarwal, Senior Vice President and Local Division Manager, Process Industries Division, ABB India, said: “Cement producers are increasingly looking to adopt digital technologies to achieve greater consistency and efficiency while addressing their sustainability priorities. ABB Ability™ Expert Optimizer brings advanced process control and deep cement process expertise together to help operators make their processes more stable and efficient. We are pleased to support TCI MAX as it takes this important step in its digital transformation.”

The technology also supports sustainability objectives by optimising fuel consumption, improving electrical energy efficiency and minimising process waste. More stable operations can contribute to lower energy intensity and reduced emissions associated with cement production.

For TCI MAX, the investment represents a move towards data-driven manufacturing, where automated control systems complement operator expertise to improve production performance and operational reliability.

The implementation is particularly significant for Jammu and Kashmir’s cement industry, as it introduces advanced process optimisation technology to a regional manufacturing facility. Its deployment could demonstrate the potential for wider adoption of digital automation across cement plants seeking to modernise their operations.

The project builds on ABB’s experience in delivering advanced process control solutions to cement manufacturers worldwide. Through the integration of industrial automation, predictive technologies and process engineering expertise, the company supports manufacturers in improving resource efficiency and maintaining consistent production quality.

As cement producers face increasing pressure to manage energy costs, improve productivity and reduce their environmental footprint, technologies such as AI-enabled process control and predictive optimisation are becoming important components of plant modernisation strategies.

ABB’s Expert Optimizer provides a platform for addressing these priorities by enabling automated adjustments based on changing process conditions, reducing reliance on manual intervention and supporting more efficient plant operation.

ABB, a global technology company specialising in electrification and automation, has more than 140 years of industrial experience and approximately 110,000 employees worldwide. Its Automation business employs around 26,000 people and provides technologies and services across process, hybrid and maritime industries.

The TCI MAX deployment reinforces ABB’s growing role in the digital transformation of cement manufacturing in India, where improving process efficiency and reducing energy consumption remain critical to the industry’s long-term sustainability.

With the advanced process control system now implemented at its Srinagar facility, TCI MAX aims to build on the initial operational improvements and further optimise production efficiency, clinker consistency and environmental performance.

Concrete

Ramco Cements’ Hard Worker Wins Eight Awards at ‘Love of Advertising Awards 2026’

Published

3 days ago

November 12, 2026

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Ramco Cements’ Hard Worker brand wins eight awards for excellence in advertising, packaging and brand identity at the Love of Advertising Awards 2026.

Hyderabad

The Ramco Cements Limited’s construction chemicals brand, Hard Worker, has secured eight awards at the Love of Advertising Awards 2026, recognising its creative excellence across television, digital advertising, packaging design and brand identity.

Organised by the Advertising Club of Trivandrum, the awards were presented at a ceremony held at The Leela Raviz, Kovalam, on 24 October 2026. The recognition highlights Hard Worker’s integrated marketing strategy and its efforts to establish a distinctive presence in India’s competitive construction chemicals market.

The eight awards span multiple creative categories, reflecting the brand’s approach to combining product-focused communication with engaging storytelling, humour and innovative design. Through its campaigns, Hard Worker has sought to simplify technical product benefits and make construction chemicals more accessible and relatable to consumers and construction professionals.

Built around the philosophy of “Hard-working products for hardworking people”, the brand focuses on communicating practical product advantages through memorable advertising narratives while maintaining a consistent identity across different marketing platforms.

Its campaigns for Ramco Hard Worker Eco Plaster and Tile Fix have been central to this approach. The Eco Plaster campaign highlights water conservation through the product’s self-curing properties, positioning it as a solution that supports more efficient construction practices. Meanwhile, Tile Fix promotes specialised tile-fixing solutions by presenting their practical benefits through relatable situations and creative storytelling.

Beyond advertising, Hard Worker has invested in distinctive packaging and brand identity development to improve product recognition and maintain consistency across customer touchpoints. This integrated approach has helped the brand differentiate itself in a category where marketing communication has traditionally focused on technical specifications and functional performance.

A V Dharmakrishnan, CEO, Ramco Cements, said, “Winning eight awards at the Love of Advertising Awards is a proud moment for Ramco Cements and the Hard Worker team. We believe that building a strong brand requires not only quality products but also the ability to communicate their value in a compelling and differentiated manner. Hard Worker’s journey reflects our commitment to combining product performance with innovative marketing to create meaningful connections with our customers and strengthen our presence in the construction chemicals market.”

The recognition comes as building materials manufacturers increasingly focus on brand differentiation, product awareness and customer engagement to strengthen their position in the construction chemicals segment.

By using humour and storytelling to explain product applications and benefits, Hard Worker aims to bridge the communication gap between technical construction solutions and the practical requirements of contractors, applicators and end-users.

Balaji K. Moorthy, Executive Director – Marketing, Ramco Cements, said, “Hard Worker was conceived to bring a fresh perspective to the construction chemicals category, where product communication has traditionally been functional and technical. Our endeavour has been to break through the clutter with distinctive ideas, humour and storytelling, while keeping the product proposition at the heart of every campaign. The recognition across TV and digital advertising, packaging design and brand identity design demonstrates our integrated approach to building the brand. These eight awards are an encouraging recognition of the creative thinking and collaborative effort behind Hard Worker’s marketing initiatives.”

The awards add to Hard Worker’s growing portfolio of creative recognitions and reinforce Ramco Cements’ emphasis on integrating product innovation with strategic marketing.

The brand’s communication initiatives also reflect a wider shift in the construction materials industry, where manufacturers are increasingly adopting consumer-focused marketing strategies to improve product understanding and strengthen relationships with construction professionals.

With its portfolio of construction chemicals, Hard Worker aims to address evolving requirements for durability, application efficiency and construction quality. Its marketing efforts seek to complement these product attributes by building stronger awareness and encouraging the adoption of specialised construction solutions.

Ramco Cements, one of India’s established cement manufacturers, operates across cement and allied building solutions. Through Hard Worker, the company is expanding its presence in the construction chemicals segment with products designed to enhance performance, quality and durability in modern construction applications.

The latest recognition strengthens Hard Worker’s brand visibility and underscores the growing importance of creative communication in promoting technical building materials. Ramco Cements intends to continue combining product development with distinctive marketing initiatives to support the brand’s growth in India’s construction chemicals market.