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Branding for Impact

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Branding is a powerful tool that can shape the success and reputation of a company across any industry. Given the highly competitive and dynamic landscape of the cement sector in India, an effective branding strategy can be both the differentiating and the deciding factor. ICR delves into the approach towards branding and marketing of cement – one that looks beyond mere market visibility.

Cement is cement is cement, right? Not quite. True, it’s a commodity like any other building material but it’s subject to market dynamics, social influences, environmental issues and more importantly, fluctuations in the economy. In India, thanks to the expanding urbanisation, governmental support for housing and infrastructure projects and increase in the spending powers of the huge middle class populace, the cement industry has enough and more room for growth. Recent mergers and acquisitions have also tipped the scales in favour of the industry as foreign investment is pouring in. However, growth opportunities are not limited to pan-India players as regional cement companies are also able to carve out pieces for themselves from the proverbial pie. This paints an interesting picture of the Indian cement industry and brings our scrutiny on the branding activities that the companies are drawing out for themselves in a bid to connect with the consumer.
A B2B product like cement, in the traditional marketing paradigm, does not require consumer-centric promotions. A strong network of distributors and builders and a few tried and tested communication channels to connect with them should ideally work. However, we find cement companies allotting millions for their advertising and marketing budgets, running TVCs and social media campaigns and doing everything they possibly can to connect with the end consumer. This is the business-to-business-to-consumer (B2B2C) model. With this model, cement manufacturers are looking at strong branding, brand recall and a sound retail channel management. As different and strategic as it may seem, this model is not an easy one to pull off, given the huge difference in the audience mindset. You are swinging from a B2B to an B2C audience with a similar branding message and product positioning. It is undoubtedly a challenge but considering the results Indian cement brands are witnessing, it is safe to say that this strategy is not only working but also justifying the massive advertising and marketing budgets allotted to it.
As per a case study on marketing strategy of JK Cement by Aditya Shastri, Lead Trainer and Head of Learning & Development at IIDE:

  • JK Cement’s ad film #YehPuccaHai received over 2.3 million YouTube views and 25.5 million Facebook and Instagram impressions.
  • Across all social media channels, the campaign received over 31 million impressions.
  • The brand has an overall of 6K plus organic keywords, thanks to its SEO strategy.
  • Its site also has organic monthly traffic of around 74 thousand plus viewers.
  • The brand also invests in content marketing via newspaper articles and blogs that show its market position and influencer marketing with tie-ups with well-known names such as Virendra Sehwag.

This case study exemplifies the foundations of modern marketing. It has to be a multi-pronged approach that integrates digital marketing, especially social media, in a seamless manner without making everything look like ‘paid’ or ‘campaign-based.’

Brand awareness
Everyone knows what cement is and what it does. But what they don’t know is what kind of cement your brand makes and what it does. The product category might be a familiar name but your particular product is not. Hence, the intense focus on brand building and positioning.
Interestingly most Indian cement brands try to connect with the end consumers using Hindi taglines and TV commercials that are designed to optimise on consumer emotions with subtle messaging. For a price sensitive market such as India, it is important to present the differentiating factor of your product and build up on it. Some of the interesting taglines of cement brands include Ultratech Cement: The engineer’s choice; Ambuja Cement: Giant compressive strength; and ACC Cement: Cementing Relationships. Depending on the product and advertising objectives, the theme and tagline for each campaign differs.
With the onslaught of digital marketing, especially social media, cement companies are seen relying on different formats of communication and multi-layered themes to reach out to the audience. For instance, UltraTech’s TVC starring the Great Khali relies on the element of humour whereas the Ambuja Cement ad featuring Boman Irani was a mix of familial emotions and humour. Cement ads also tend to tug at the heartstrings of the audience by infusing highly emotional screenplay and sensitivity around building a house. A human element is largely at play here, enabling them to position their product as an integral part of the society rather than just another construction raw material.
Cement companies are investing in reaching out to a wider audience in a bid to consolidate their positioning and be on top of consumer brand recall. By capturing their attention with emotion- or thought-invoking communication, cement brands are able to send out messages about the brand’s or product’s USP. The endgame for this is brand positioning and recall as the end-consumers are not really in a position to recommend or demand a certain cement brand but it is the subtle influencing that sends home the message and helps them make an informed choice.
Speaking of marketing budgets, R Parthasarathy, Chief Marketing Officer, India Cements, commented, “We normally keep about Rs 50 crores as our marketing budget for a financial year. While this may not be a great number for a brand, that is where we stand right now. As our sales will pick up and stabilise, we plan on expanding our markets, and subsequently increasing our marketing budgets as well.”

Digital boom
“We actively leverage digital platforms and social media to increase the visibility and reach of our cement brand. We maintain an engaging website that provides comprehensive information about our products and sustainability initiatives. We also utilise social media channels to share informative content, engage with customers and address their queries,” says Jacob Mathew, Head Communication, Penna Cement Industries.
“We have adopted the latest CRM/Visualisation/Optimisation tool technologies to create data centricity to help customers and channel partners. Our channel partners can access these dedicated portals through which brand and related communication happens. Additionally, we invest in targeted digital advertising campaigns to reach specific customer segments and maximise our brand exposure,” he adds.
Digital marketing is a boon for modern marketing experts. However, it is a double-edged sword as it puts you in direct contact with your customers who are able to approach you, interact with you and have an open dialogue with you on a public platform. Any criticism or feedback can instantly go viral, making you the epicentre of bad publicity. With social media and the Internet, the public memory is both short-term and long-lived. While they might scroll through your ads and messages, they will return to your missteps time and again. Digital marketing has to be implemented in a precise and planned manner with no scope for legal or social goof-ups.
Love Raghav, Head – Branding and Loyalty, JK Cement, explains, “At JKCement, customer satisfaction is our top priority, and we strive to deliver the highest quality products and services. As a result, the likelihood of receiving complaints is minimal. However, in the event that a complaint does arise, we prioritise prompt resolution
within 48 hours, depending on the complexity of the issue.”
“We have a robust Customer Relationship Management (CRM) function and advanced tools in place to address all types of queries and complaints. Customers can easily reach us through our toll-free helpline number, WhatsApp, and query form on our website. Additionally, we offer a dedicated app called BuildXpert, designed specifically to address any service-related inquiries. Through these accessible channels and our commitment to swift resolution, we ensure that our customers’ concerns are promptly addressed,” he elaborates.
Technology naturally plays an instrumental role in taking the marketing efforts of cement companies further. The innovations and new avenues that have opened up with virtual reality (VR) and augmented reality (AR) are inspiring.
Agnes Rozario, Product Marketing Manager, Techurate Systems, states, “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.”

Challenges ahead
Marketing and branding for cement is not without its challenges. The kind of communication and the mediums they choose also help in identifying their competition and consolidating their own position vis-a-vis their competitors.
Let us look at some of the key ones influencing their strategy planning:
Market variations: Cement companies are required to navigate regional variations and adapt their marketing strategies accordingly, given the vast geography and intense diversity of India as a country. Cultural differences, construction practices, preferences and market dynamics play an important role.
Standing out: Differentiating from competitors and gaining a competitive edge is a real challenge, particularly for new or smaller cement companies.
Price sensitive market: Price is a critical factor influencing purchasing decisions in the cement industry. Indian consumers, including contractors and builders, are often price-sensitive and seek the best value for their money.
Brand perception: Cement is often viewed as a commodity, making it challenging for companies to create a distinct brand perception.
Distribution challenges: Efficient distribution is crucial for cement companies to ensure their products reach customers promptly and reliably. But India’s vast geography, infrastructure limitations and complex logistics networks pose challenges in establishing an efficient distribution network.
Regulatory compliance: Ensuring compliance and obtaining necessary certifications can be time-consuming and resource-intensive for cement companies, impacting their marketing strategies.
Changing consumer preferences: Consumer preferences in the construction industry, including cement usage patterns and construction techniques, evolve over time.
Environmental considerations: Growing environmental concerns and sustainability expectations pose challenges for cement companies.
Here’s how Mathew exemplifies the cause of sustainability: “Sustainability is a critical aspect of our cement branding, along with a focus on ESG. We integrate sustainability into our brand messaging by highlighting our eco-friendly manufacturing processes, use of recycled materials, and energy-efficient operations. In the case of marketing, our concentration has been mainly on increasing blended sales. We have been converting specific markets to only blended cement to initiate sustainability and understand the market’s outlook for future requirements. We have also been working on introducing new products to substitute our high-grade cement with the launch of Penna Concrete Guard, a green cement. We continue to focus on other continuous product development and integration.”

Standing out
Cement brands are vying for the spot in the public eye that makes them the most preferred choice. Innovation, technology and product development are the three pillars towards achieving this goal, which has to be ably supported by a focussed and detailed marketing strategy. Cement companies are conducting on-field activities to create a buzz around the aspects that serve as differentiators for their product range or brand values. Here’s an example of how India Cements conducted an on-ground activity to connect with engineers:
“We have done a couple of marketing initiatives that have really helped us. We launched a cricket tournament India Cements Pro League (ICPL) inspired by the IPL and Tamil Nadu Premier League.
With ICPL, we targeted approximately 8000 to 9000 practising civil engineers. Our goal was to connect with them and make them recommend our brand for construction activities. Usually, in smaller towns, it is the end consumer who makes the engineer make the final decision since they believe that the engineers have an in-depth knowledge of construction and all its related activities. So, we started this tournament spread across 45 days with civil engineers from various cities and districts playing in teams against each other and it turned out to be a super success. The result of this tournament was that approximately 1200 civil engineers started recommending our brand. We plan to continue doing so, and to organise more such tournaments. Based on available cash flow and budgets, we plan to extend this tournament to other states as well.”

Conclusion
By focusing on key parameters such as quality, product range, packaging and customer service, cement brands can create a positive brand image and gain a competitive edge. Yes, there will
always be challenges along the way – competition being the biggest one – but by implementing innovative marketing strategies, adapting to regional variations and effectively communicating their unique value propositions, cement brands can create effective streams of customer connections both under their B2B and B2B2C propositions.
Creating brand awareness, fostering customer loyalty and driving business growth are cohesive and continuous processes. It is important to innovate and evolve at every step of the way.

Kanishka Ramchandani

Concrete

Refractory demands in our kiln have changed

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Radha Singh, Senior Manager (P&Q), Shree Digvijay Cement, points out why performance, predictability and life-cycle value now matter more than routine replacement in cement kilns.

As Indian cement plants push for higher throughput, increased alternative fuel usage and tighter shutdown cycles, refractory performance in kilns and pyro-processing systems is under growing pressure. In this interview, Radha Singh, Senior Manager (P&Q), Shree Digvijay Cement, shares how refractory demands have evolved on the ground and how smarter digital monitoring is improving kiln stability, uptime and clinker quality.

How have refractory demands changed in your kiln and pyro-processing line over the last five years?
Over the last five years, refractory demands in our kiln and pyro line have changed. Earlier, the focus was mostly on standard grades and routine shutdown-based replacement. But now, because of higher production loads, more alternative fuels and raw materials (AFR) usage and greater temperature variation, the expectation from refractory has increased.
In our own case, the current kiln refractory has already completed around 1.5 years, which itself shows how much more we now rely on materials that can handle thermal shock, alkali attack and coating fluctuations. We have moved towards more stable, high-performance linings so that we don’t have to enter the kiln frequently for repairs.
Overall, the shift has been from just ‘installation and run’ to selecting refractories that give longer life, better coating behaviour and more predictable performance under tougher operating conditions.

What are the biggest refractory challenges in the preheater, calciner and cooler zones?
• Preheater: Coating instability, chloride/sulphur cycles and brick erosion.
• Calciner: AFR firing, thermal shock and alkali infiltration.
• Cooler: Severe abrasion, red-river formation and mechanical stress on linings.
Overall, the biggest challenge is maintaining lining stability under highly variable operating conditions.

How do you evaluate and select refractory partners for long-term performance?
In real plant conditions, we don’t select a refractory partner just by looking at price. First, we see their past performance in similar kilns and whether their material has actually survived our operating conditions. We also check how strong their technical support is during shutdowns, because installation quality matters as much as the material itself.
Another key point is how quickly they respond during breakdowns or hot spots. A good partner should be available on short notice. We also look at their failure analysis capability, whether they can explain why a lining failed and suggest improvements.
On top of this, we review the life they delivered in the last few campaigns, their supply reliability and their willingness to offer plant-specific custom solutions instead of generic grades. Only a partner who supports us throughout the life cycle, which includes selection, installation, monitoring and post-failure analysis, fits our long-term requirement.

Can you share a recent example where better refractory selection improved uptime or clinker quality?
Recently, we upgraded to a high-abrasion basic brick at the kiln outlet. Earlier we had frequent chipping and coating loss. With the new lining, thermal stability improved and the coating became much more stable. As a result, our shutdown interval increased and clinker quality remained more consistent. It had a direct impact on our uptime.

How is increased AFR use affecting refractory behaviour?
Increased AFR use is definitely putting more stress on the refractory. The biggest issue we see daily is the rise in chlorine, alkalis and volatiles, which directly attack the lining, especially in the calciner and kiln inlet. AFR firing is also not as stable as conventional fuel, so we face frequent temperature fluctuations, which cause more thermal shock and small cracks in the lining.
Another real problem is coating instability. Some days the coating builds too fast, other days it suddenly drops, and both conditions impact refractory life. We also notice more dust circulation and buildup inside the calciner whenever the AFR mix changes, which again increases erosion.
Because of these practical issues, we have started relying more on alkali-resistant, low-porosity and better thermal shock–resistant materials to handle the additional stress coming from AFR.

What role does digital monitoring or thermal profiling play in your refractory strategy?
Digital tools like kiln shell scanners, IR imaging and thermal profiling help us detect weakening areas much earlier. This reduces unplanned shutdowns, helps identify hotspots accurately and allows us to replace only the critical sections. Overall, our maintenance has shifted from reactive to predictive, improving lining life significantly.

How do you balance cost, durability and installation speed during refractory shutdowns?
We focus on three points:
• Material quality that suits our thermal profile and chemistry.
• Installation speed, in fast turnarounds, we prefer monolithic.
• Life-cycle cost—the cheapest material is not the most economical. We look at durability, future downtime and total cost of ownership.
This balance ensures reliable performance without unnecessary expenditure.

What refractory or pyro-processing innovations could transform Indian cement operations?
Some promising developments include:
• High-performance, low-porosity and nano-bonded refractories
• Precast modular linings to drastically reduce shutdown time
• AI-driven kiln thermal analytics
• Advanced coating management solutions
• More AFR-compatible refractory mixes

These innovations can significantly improve kiln stability, efficiency and maintenance planning across the industry.

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Concrete

Digital supply chain visibility is critical

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MSR Kali Prasad, Chief Digital and Information Officer, Shree Cement, discusses how data, discipline and scale are turning Industry 4.0 into everyday business reality.

Over the past five years, digitalisation in Indian cement manufacturing has moved decisively beyond experimentation. Today, it is a strategic lever for cost control, operational resilience and sustainability. In this interview, MSR Kali Prasad, Chief Digital and Information Officer, Shree Cement, explains how integrated digital foundations, advanced analytics and real-time visibility are helping deliver measurable business outcomes.

How has digitalisation moved from pilot projects to core strategy in Indian cement manufacturing over the past five years?
Digitalisation in Indian cement has evolved from isolated pilot initiatives into a core business strategy because outcomes are now measurable, repeatable and scalable. The key shift has been the move away from standalone solutions toward an integrated digital foundation built on standardised processes, governed data and enterprise platforms that can be deployed consistently across plants and functions.
At Shree Cement, this transition has been very pragmatic. The early phase focused on visibility through dashboards, reporting, and digitisation of critical workflows. Over time, this has progressed into enterprise-level analytics and decision support across manufacturing and the supply chain,
with clear outcomes in cost optimisation, margin protection and revenue improvement through enhanced customer experience.
Equally important, digital is no longer the responsibility of a single function. It is embedded into day-to-day operations across planning, production, maintenance, despatch and customer servicing, supported by enterprise systems, Industrial Internet of Things (IIoT) data platforms, and a structured approach to change management.

Which digital interventions are delivering the highest ROI across mining, production and logistics today?
In a capital- and cost-intensive sector like cement, the highest returns come from digital interventions that directly reduce unit costs or unlock latent capacity without significant capex.
Supply chain and planning (advanced analytics): Tools for demand forecasting, S&OP, network optimisation and scheduling deliver strong returns by lowering logistics costs, improving service levels, and aligning production with demand in a fragmented and regionally diverse market.
Mining (fleet and productivity analytics): Data-led mine planning, fleet analytics, despatch discipline, and idle-time reduction improve fuel efficiency and equipment utilisation, generating meaningful savings in a cost-heavy operation.
Manufacturing (APC and process analytics): Advanced Process Control, mill optimisation, and variability reduction improve thermal and electrical efficiency, stabilise quality and reduce rework and unplanned stoppages.
Customer experience and revenue enablement (digital platforms): Dealer and retailer apps, order visibility and digitally enabled technical services improve ease of doing business and responsiveness. We are also empowering channel partners with transparent, real-time information on schemes, including eligibility, utilisation status and actionable recommendations, which improves channel satisfaction and market execution while supporting revenue growth.
Overall, while Artificial Intelligence (AI) and IIoT are powerful enablers, it is advanced analytics anchored in strong processes that typically delivers the fastest and most reliable ROI.

How is real-time data helping plants shift from reactive maintenance to predictive and prescriptive operations?
Real-time and near real-time data is driving a more proactive and disciplined maintenance culture, beginning with visibility and progressively moving toward prediction and prescription.
At Shree Cement, we have implemented a robust SAP Plant Maintenance framework to standardise maintenance workflows. This is complemented by IIoT-driven condition monitoring, ensuring consistent capture of equipment health indicators such as vibration, temperature, load, operating patterns and alarms.
Real-time visibility enables early detection of abnormal conditions, allowing teams to intervene before failures occur. As data quality improves and failure histories become structured, predictive models can anticipate likely failure modes and recommend timely interventions, improving MTBF and reducing downtime. Over time, these insights will evolve into prescriptive actions, including spares readiness, maintenance scheduling, and operating parameter adjustments, enabling reliability optimisation with minimal disruption.
A critical success factor is adoption. Predictive insights deliver value only when they are embedded into daily workflows, roles and accountability structures. Without this, they remain insights without action.

In a cost-sensitive market like India, how do cement companies balance digital investment with price competitiveness?
In India’s intensely competitive cement market, digital investments must be tightly linked to tangible business outcomes, particularly cost reduction, service improvement, and faster decision-making.
This balance is achieved by prioritising high-impact use cases such as planning efficiency, logistics optimisation, asset reliability, and process stability, all of which typically deliver quick payback. Equally important is building scalable and governed digital foundations that reduce the marginal cost of rolling out new use cases across plants.
Digitally enabled order management, live despatch visibility, and channel partner platforms also improve customer centricity while controlling cost-to-serve, allowing service levels to improve without proportionate increases in headcount or overheads.
In essence, the most effective digital investments do not add cost. They protect margins by reducing variability, improving planning accuracy, and strengthening execution discipline.

How is digitalisation enabling measurable reductions in energy consumption, emissions, and overall carbon footprint?
Digitalisation plays a pivotal role in improving energy efficiency, reducing emissions and lowering overall carbon intensity.
Real-time monitoring and analytics enable near real-time tracking of energy consumption and critical operating parameters, allowing inefficiencies to be identified quickly and corrective actions to be implemented. Centralised data consolidation across plants enables benchmarking, accelerates best-practice adoption, and drives consistent improvements in energy performance.
Improved asset reliability through predictive maintenance reduces unplanned downtime and process instability, directly lowering energy losses. Digital platforms also support more effective planning and control of renewable energy sources and waste heat recovery systems, reducing dependence on fossil fuels.
Most importantly, digitalisation enables sustainability progress to be tracked with greater accuracy and consistency, supporting long-term ESG commitments.

What role does digital supply chain visibility play in managing demand volatility and regional market dynamics in India?
Digital supply chain visibility is critical in India, where demand is highly regional, seasonality is pronounced, and logistics constraints can shift rapidly.
At Shree Cement, planning operates across multiple horizons. Annual planning focuses on capacity, network footprint and medium-term demand. Monthly S&OP aligns demand, production and logistics, while daily scheduling drives execution-level decisions on despatch, sourcing and prioritisation.
As digital maturity increases, this structure is being augmented by central command-and-control capabilities that manage exceptions such as plant constraints, demand spikes, route disruptions and order prioritisation. Planning is also shifting from aggregated averages to granular, cost-to-serve and exception-based decision-making, improving responsiveness, lowering logistics costs and strengthening service reliability.

How prepared is the current workforce for Industry 4.0, and what reskilling strategies are proving most effective?
Workforce preparedness for Industry 4.0 is improving, though the primary challenge lies in scaling capabilities consistently across diverse roles.
The most effective approach is to define capability requirements by role and tailor enablement accordingly. Senior leadership focuses on digital literacy for governance, investment prioritisation, and value tracking. Middle management is enabled to use analytics for execution discipline and adoption. Frontline sales and service teams benefit from
mobile-first tools and KPI-driven workflows, while shop-floor and plant teams focus on data-driven operations, APC usage, maintenance discipline, safety and quality routines.
Personalised, role-based learning paths, supported by on-ground champions and a clear articulation of practical benefits, drive adoption far more effectively than generic training programmes.

Which emerging digital technologies will fundamentally reshape cement manufacturing in the next decade?
AI and GenAI are expected to have the most significant impact, particularly when combined with connected operations and disciplined processes.
Key technologies likely to reshape the sector include GenAI and agentic AI for faster root-cause analysis, knowledge access, and standardisation of best practices; industrial foundation models that learn patterns across large sensor datasets; digital twins that allow simulation of process changes before implementation; and increasingly autonomous control systems that integrate sensors, AI, and APC to maintain stability with minimal manual intervention.
Over time, this will enable more centralised monitoring and management of plant operations, supported by strong processes, training and capability-building.

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Concrete

Redefining Efficiency with Digitalisation

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Professor Procyon Mukherjee discusses how as the cement industry accelerates its shift towards digitalisation, data-driven technologies are becoming the mainstay of sustainability and control across the value chain.

The cement industry, long perceived as traditional and resistant to change, is undergoing a profound transformation driven by digital technologies. As global infrastructure demand grows alongside increasing pressure to decarbonise and improve productivity, cement manufacturers are adopting data-centric tools to enhance performance across the value chain. Nowhere is this shift more impactful than in grinding, which is the energy-intensive final stage of cement production, and in the materials that make grinding more efficient: grinding media and grinding aids.

The imperative for digitalisation
Cement production accounts for roughly 7 per cent to 8 per cent of global CO2 emissions, largely due to the energy intensity of clinker production and grinding processes. Digital solutions, such as AI-driven process controls and digital twins, are helping plants improve stability, cut fuel use and reduce emissions while maintaining consistent product quality. In one deployment alongside ABB’s process controls at a Heidelberg plant in Czechia, AI tools cut fuel use by 4 per cent and emissions by 2 per cent, while also improving operational stability.
Digitalisation in cement manufacturing encompasses a suite of technologies, broadly termed as Industrial Internet of Things (IIoT), AI and machine learning, predictive analytics, cloud-based platforms, advanced process control and digital twins, each playing a role in optimising various stages of production from quarrying to despatch.

Grinding: The crucible of efficiency and cost
Of all the stages in cement production, grinding is among the most energy-intensive, historically consuming large amounts of electricity and representing a significant portion of plant operating costs. As a result, optimising grinding operations has become central to digital transformation strategies.
Modern digital systems are transforming grinding mills from mechanical workhorses into intelligent, interconnected assets. Sensors throughout the mill measure parameters such as mill load, vibration, mill speed, particle size distribution, and power consumption. This real-time data, fed into machine learning and advanced process control (APC) systems, can dynamically adjust operating conditions to maintain optimal throughput and energy usage.
For example, advanced grinding systems now predict inefficient conditions, such as impending mill overload, by continuously analysing acoustic and vibration signatures. The system can then proactively adjust clinker feed rates and grinding media distribution to sustain optimal conditions, reducing energy consumption and improving consistency.

Digital twins: Seeing grinding in the virtual world
One of the most transformative digital tools applied in cement grinding is the digital twin, which a real-time virtual replica of physical equipment and processes. By integrating sensor data and
process models, digital twins enable engineers to simulate process variations and run ‘what-if’
scenarios without disrupting actual production. These simulations support decisions on variables such as grinding media charge, mill speed and classifier settings, allowing optimisation of energy use and product fineness.
Digital twins have been used to optimise kilns and grinding circuits in plants worldwide, reducing unplanned downtime and allowing predictive maintenance to extend the life of expensive grinding assets.

Grinding media and grinding aids in a digital era
While digital technologies improve control and prediction, materials science innovations in grinding media and grinding aids have become equally crucial for achieving performance gains.
Grinding media, which comprise the balls or cylinders inside mills, directly influence the efficiency of clinker comminution. Traditionally composed of high-chrome cast iron or forged steel, grinding media account for nearly a quarter of global grinding media consumption by application, with efficiency improvements translating directly to lower energy intensity.
Recent advancements include ceramic and hybrid media that combine hardness and toughness to reduce wear and energy losses. For example, manufacturers such as Sanxin New Materials in China and Tosoh Corporation in Japan have developed sub-nano and zirconia media with exceptional wear resistance. Other innovations include smart media embedded with sensors to monitor wear, temperature, and impact forces in real time, enabling predictive maintenance and optimal media replacement scheduling. These digitally-enabled media solutions can increase grinding efficiency by as much as 15 per cent.
Complementing grinding media are grinding aids, which are chemical additives that improve mill throughput and reduce energy consumption by altering the surface properties of particles, trapping air, and preventing re-agglomeration. Technology leaders like SIKA AG and GCP Applied Technologies have invested in tailored grinding aids compatible with AI-driven dosing platforms that automatically adjust additive concentrations based on real-time mill conditions. Trials in South America reported throughput improvements nearing 19 per cent when integrating such digital assistive dosing with process control systems.
The integration of grinding media data and digital dosing of grinding aids moves the mill closer to a self-optimising system, where AI not only predicts media wear or energy losses but prescribes optimal interventions through automated dosing and operational adjustments.

Global case studies in digital adoption
Several cement companies around the world exemplify digital transformation in practice.
Heidelberg Materials has deployed digital twin technologies across global plants, achieving up to 15 per cent increases in production efficiency and 20 per cent reductions in energy consumption by leveraging real-time analytics and predictive algorithms.
Holcim’s Siggenthal plant in Switzerland piloted AI controllers that autonomously adjusted kiln operations, boosting throughput while reducing specific energy consumption and emissions.
Cemex, through its AI and predictive maintenance initiatives, improved kiln availability and reduced maintenance costs by predicting failures before they occurred. Global efforts also include AI process optimisation initiatives to reduce energy consumption and environmental impact.

Challenges and the road ahead
Despite these advances, digitalisation in cement grinding faces challenges. Legacy equipment may lack sensor readiness, requiring retrofits and edge-cloud connectivity upgrades. Data governance and integration across plants and systems remains a barrier for many mid-tier producers. Yet, digital transformation statistics show momentum: more than half of cement companies have implemented IoT sensors for equipment monitoring, and digital twin adoption is growing rapidly as part of broader Industry 4.0 strategies.
Furthermore, as digital systems mature, they increasingly support sustainability goals: reduced energy use, optimised media consumption and lower greenhouse gas emissions. By embedding intelligence into grinding circuits and material inputs like grinding aids, cement manufacturers can strike a balance between efficiency and environmental stewardship.
Conclusion
Digitalisation is not merely an add-on to cement manufacturing. It is reshaping the competitive and sustainability landscape of an industry often perceived as inertia-bound. With grinding representing a nexus of energy intensity and cost, digital technologies from sensor networks and predictive analytics to digital twins offer new levers of control. When paired with innovations in grinding media and grinding aids, particularly those with embedded digital capabilities, plants can achieve unprecedented gains in efficiency, predictability and performance.
For global cement producers aiming to reduce costs and carbon footprints simultaneously, the future belongs to those who harness digital intelligence not just to monitor operations, but to optimise and evolve them continuously.

About the author:
Professor Procyon Mukherjee, ex-CPO Lafarge-Holcim India, ex-President Hindalco, ex-VP Supply Chain Novelis Europe,
has been an industry leader in logistics, procurement, operations and supply chain management. His career spans 38 years starting from Philips, Alcan Inc (Indian Aluminum Company), Hindalco, Novelis and Holcim. He authored the book, ‘The Search for Value in Supply Chains’. He serves now as Visiting Professor in SP Jain Global, SIOM and as the Adjunct Professor at SBUP. He advises leading Global Firms including Consulting firms on SCM and Industrial Leadership and is a subject matter expert in aluminum and cement. An Alumnus of IIM Calcutta and Jadavpur University, he has completed the LH Senior Leadership Programme at IVEY Academy at Western University, Canada.

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