Concrete

Assessing the Role of Branding

Published

3 years ago

July 17, 2023

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ICR looks at differentiating factors that influence the branding decisions for cement companies and the impact of messaging and brand positioning on the customer’s mindset.

Branding gurus will say that the purpose and intentionality of branding is to create an image in the minds of the consumers and the connected community at large, which could be much more than the mere product on offer (with its features and characteristics). The image, once firmly entrenched in the minds of the interested people, would augur well to create a sense of trust and loyalty, the hallmark of connectedness with the ‘idea’ that exceeds the sum total of what the product offers. This trust, loyalty or the bond establishment is at the core of creation of a brand as an asset that would provide cash flows many years into the future. If one wants to measure the value of a brand, one would need to look at the net present value of future cash flows that the brand-asset would end up coalescing, which could only happen when the right actions are directed to ward off competition and a stability is provided to the continuing engagement with the final consumer, either directly or in conjunction with various intermediaries.
Some of this would simply flow from the community to which the customer is part of. In the case of cement, this starts from the building and construction engineers, the architects, masons, builders, dealers, channel partners, partners in the community, which could include the government and regulatory agencies as well, where the product in question is being used. The place could eventually become part of the greater whole, the region or the country, if the product is integrated into a large bundle of choices put into one that transcends the locale.
Product positioning If we want to direct our attention into cement branding, we can hardly ignore the fact that cement remains a commodity, which by definition means that differentiation possibilities are minimal.
Harold Hotelling’s paper, Similarities in Competition (1929) for products that are commodities, gave us the mathematical proof that in markets for selling such products, one would see them being sold as close to each other as possible. This explains why in local markets you have commodity sellers like vegetable sellers or fish-sellers selling in the same place, sitting next to each other, side by side and not far apart from each other. This is because the customers would want to minimise the cost of logistics (the cost of connecting becomes the only differentiating factor, which the customers want to minimise).
The exact opposite of this would be when two dis-similar items are to be sold that are highly differentiated. The proof of this is provided in Jean Tirole’s seminal book, Industrial Organization, the ‘position’ of these two selling items will be as far apart from each other as possible. Here, the cost of connecting is where the maximum differentiation will lie and that is going to be the pivotal factor in making the two items dis-similar from each other.
Thus, creating a unique value proposition in a commodity would be to make that commodity appear as a different identity when compared with a similar commodity. This identity cannot be simply the product features, attributes or specification, but an identity built on an idea that makes a unique connection with the consumer.

Leading by example
How on earth could we create a unique value proposition through branding of this commodity? That is where cement branding has been the most successful model among almost all commodities.
But cement is lucky in some respects as it can be packaged and once you package it, what is inside loses its meaning and what you end up seeing is the package that can be used to replace the product inside. The package assumes the identity of the product, no matter how similar or dissimilar what is inside, one could end up creating an image of what you want the ‘interested party’ to believe it to be. This could be a way of initiating the branding exercise in cement, or what we call the ‘tip of the iceberg’, which is in the packaging of the product. But we will see that it is a very small part of what the total brand is all about.
Furthermore, trust can only be established over not one but many transactions that look at the value that stems from painstakingly creating the ever-expanding pie of the future. This is no splash in the pan, but a continued engagement that must rely on all signals that the people on both sides would be happy to be a part of.

Making the message work
Cement brands, no matter how different they are, have been able to create their unique value proposition or niche in the market. You have some leaders in the Indian market that built their brand on the appeal it creates on the engineers, architects, masons and the builders; they are the community who will influence the bulk of the buying of cement. With taglines ranging from the ‘Engineer’s Choice’ and ‘Giant Compressive Strength’ to ‘Cementing Relationships,’ and with the central idea of trust as a theme, the brands have evolved to dominate their own individual space. The continuity of the messaging and complementing such themes with actions on the ground, building partnerships that resonate on these themes is where these brands have progressed and prospered.
Messaging to the consumer on the product quality, durability and strength have been the dominant theme among the local communities. These have remained the final conversation that cannot be avoided when the eventual buyer, the individual house owner and the builder combine to make the final choice with the influencers of all kinds. Consistent messaging that lives up to the expectation and stays with the combine when the product is in use for many more years, would be the foundation to build on. But these may not be the only messaging, as prices could become the bone of contention, sparking messaging like ‘Not Cheap’, stating that the perception could be wrong about the value of the product.
Some brands have got rebranded, for example Grasim got merged with L&T Cement and came up with their overarching value proposition to be the ‘Engineer’s Choice’, a path-breaking branding that has catapulted them to the top of the league. But making the company and its values be aligned to the messaging is where the actual scoring happens. The customer’s trust stems from the overall experience of buying that is weighed against the sum total of promises made and the actual experience tallied against them. It would be wrong to appeal to some specific attributes while strengthening your brand, you could dilute the attention required on every other aspect that you hold the promise to.

Influencing the customer
The economic impact of a brand, simply summarised, would be the effect of the brand in the customer’s buying decision. The customer in this case is just not the buyer, which could be different in different cases, but a whole lot of influencers – from institutions, government, community, the common home buyer, builder, architect or the engineer or the dealers, the effect of the brand must be looked at in all these constituencies. Building trust on such a wide group of people cannot be made with just messaging alone. It can only be built through long hard work on all the aspects we just discussed, where quality of product and service, packaging, price, tradition, delivery on promise, all could play a
vital role.

-Procyon Mukherjee

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Concrete

Cement Makers Reaffirm Commitment to Sustainable Growth

Published

2 days ago

June 5, 2026

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World Environment Day spotlight on innovation and circularity

On World Environment Day, the Indian cement industry reiterated its commitment to supporting India’s climate ambitions through sustainable manufacturing, resource efficiency and the adoption of cleaner technologies.

The Cement Manufacturers’ Association (CMA) said the sector remains aligned with the Government of India’s Net Zero commitments and is accelerating efforts to reduce its environmental footprint while supporting the country’s infrastructure and development agenda.

Parth Jindal, President, CMA and Managing Director, JSW Cement, said the industry is increasingly adopting cleaner technologies, improving energy efficiency and expanding the use of alternative fuels and raw materials. He also highlighted the growing importance of circular economy practices, where industrial by-products and waste streams from one sector are utilised as resources in another.

“The Indian Cement Industry is aligned to the Government’s commitments on carbon mitigation and is accelerating the adoption of cleaner technologies, resource efficiency and circular economy practices while actively exploring the potential of Carbon Capture, Utilisation and Storage (CCUS) as a critical pathway for deep decarbonisation,” said Jindal.

He added that coprocessing industrial waste and by-products helps conserve natural resources, reduce disposal requirements and lower the environmental footprint across multiple sectors.

According to Jindal, sustainability is no longer limited to manufacturing processes but is increasingly influencing investment decisions, innovation strategies and long-term growth plans within the industry.

Echoing similar views, Dr Raghavpat Singhania, Vice President, CMA and Managing Director, JK Cement, said sustainable development extends beyond emissions reduction and must also focus on responsible resource utilisation and waste minimisation.

“Sustainability in the built environment cannot be measured by emissions alone. It is equally about how efficiently we use resources, how effectively we minimise waste and how responsibly we create the infrastructure that will serve future generations,” said Singhania.

He noted that the cement industry is advancing its sustainability agenda through greater resource efficiency, increased circularity, technological innovation and continuous improvements in manufacturing practices. As a key contributor to India’s infrastructure development, the sector has a critical role to play in balancing economic growth with environmental responsibility.

On the occasion of World Environment Day, industry leaders reaffirmed their commitment to supporting India’s climate goals while delivering the materials required for resilient, durable and sustainable infrastructure.

Concrete

Building a Greener Future Together

Published

3 days ago

June 4, 2026

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Environmental sustainability requires immediate action, not just long-term commitments and discussions. Recycling, circular economy practices, and technology-driven waste management can help industries reduce environmental impact while supporting sustainable growth.

Author: Jignesh Kundaria, Director and CEO, Fornnax Technology

World Environment Day serves as an important reminder that environmental sustainability can no longer remain confined to discussions, reports, or long-term commitments. The environmental challenges facing the world today demand immediate, measurable, and collective action. Across industries and communities, waste generation continues to outpace our ability to process it responsibly, placing increasing pressure on ecosystems, natural resources, public health, and the well-being of future generations.

One of the most significant shifts required today is a change in how society perceives waste. Rather than being viewed as a material to be discarded, waste must be recognised as a valuable resource that can contribute to both economic growth and environmental protection when managed through the right technologies and systems. This mindset forms the foundation of the circular economy model that countries across the world are increasingly adopting to reduce landfill dependence, recover valuable materials, and create more sustainable industrial ecosystems.

India has made meaningful progress in strengthening awareness around sustainability, recycling, and environmental responsibility over the past decade. Significant efforts are being made to formalise the recycling sector through improved infrastructure, technology adoption, policy implementation, and broader stakeholder participation. These developments are creating a stronger foundation for responsible waste management and resource recovery across the country.

However, achieving long-term environmental impact requires collaboration from all stakeholders. Industries, policymakers, technology providers, and communities must work together with greater accountability to strengthen recycling ecosystems, encourage responsible waste management practices, and create sustainable outcomes through consistent execution rather than temporary interventions.

As someone closely associated with the recycling industry, I firmly believe that technology will play a decisive role in addressing future environmental challenges. Advanced recycling systems have the potential to recover valuable resources, reduce pollution, minimise landfill burdens, and conserve energy, creating a more sustainable future for generations to come. This belief is deeply reflected in Fornnax’s motto, “Committed to Create a Green Future,” which embodies our commitment to building long-term environmental value through innovation and responsible action.

At the same time, technology alone cannot deliver meaningful change. Real progress requires intent, awareness, participation, and a shared sense of responsibility. Sustainable development can only be achieved when innovation is supported by collective action and a genuine commitment to environmental stewardship.

On this World Environment Day, let us move beyond conversations and take meaningful steps towards creating a cleaner, greener, and more sustainable planet. By embracing innovation, strengthening recycling ecosystems, and acting responsibly today, we can create lasting environmental impact and secure a better future for generations to come.

Concrete

JK Lakshmi Advances LC3 Cement Expansion

Company highlights commercial production and research partnerships

Published

6 days ago

June 1, 2026

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The meeting reviewed progress in limestone calcined clay cement (LC3) technology and its commercial adoption in India’s cement sector, focusing on low-carbon alternatives to conventional binders. JK Lakshmi Cement noted that limestone calcined clay cement can reduce carbon dioxide emissions by up to 40 per cent compared with conventional cement and said this reduction supports industry decarbonisation. The company highlighted that it was among the first two cement manufacturers in India to move LC3 into commercial production after the Bureau of Indian Standards approved the technology as a cement standard.

Vinita Singhania said the transition of LC3 from research to commercial production reflected collaboration between industry, academia and international institutions. Maya Tissafi acknowledged JK Lakshmi Cement’s role in advancing LC3 adoption in India and its contribution in taking the technology from laboratory trials to commercial implementation. Both representatives underlined the growing relevance of sustainable construction materials as India expands infrastructure and urban development.

The meeting explored continued collaboration with Swiss research institutions such as EPFL, EMPA and ETH Zurich alongside Indian academic partners and development organisations. JK Lakshmi Cement has been associated with the LC3 initiative since 2014 and worked with EPFL, IIT Delhi, IIT Madras, Development Alternatives and Technology and Action for Rural Advancement. The company conducted one of the earliest industrial trials of LC3 and recently announced commercial production of Green Pro LC3 cement from its Jaykaypuram plant in Rajasthan.

India remains the world’s second-largest cement producer and expansion of infrastructure, urbanisation and housing demand continue to support long-term sector growth, increasing interest in low-carbon technologies. The company reported an annual turnover of more than Rupees (Rs) 60 bn and current cement capacity of about 18 million (mn) tonnes (t) per annum, with a target of reaching 30 million (mn) tonnes (t) by 2030. Apart from grey cement, the company also makes ready-mix concrete, gypsum plaster, wall putty, primers, adhesives and fly ash blocks, and both sides concluded on the need for continued collaboration to develop sustainable construction solutions.