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We aim to boost brand visibility with strategic actions

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Love Raghav, Head – Branding & Loyalty, JK Cement, speaks about the multi-pronged approach to brand building activities that are aligned with the marketing goals of the company.

How important is branding for a cement manufacturer in today’s competitive market?
Effective branding has always played a crucial role in the success of any product. However, in the case of cement, branding becomes even more essential due to the uniform nature of the commodity and its usage. It is therefore vital to build and highlight the Unique Selling Proposition (USP) of the product and its service offerings in order to make a lasting impression on potential buyers.
Branding goes beyond merely showcasing product attributes; it also establishes an emotional connection. Traditionally, brand managers in this industry have relied on concepts like strength, bond, and emotional attachment to shape their brand image. However, consumer mindsets have evolved, leading to different expectations and requirements. Consequently, branding strategies need to be redefined in a more practical and relatable manner to capture consumers’ attention.
Thus, branding is not only important but also requires a fresh approach to become the top choice in consumers’ minds when they plan to construct their homes. This necessitates presenting the brand in a way that resonates with their values and considerations, positioning it as people’s brand in terms of both value and suitability.

What specific strategies or initiatives do you undertake to differentiate your cement brand from competitors in terms of branding?
In today’s era of easy internet connectivity, customers are highly informed and research-oriented when it comes to their preferred products or brands. As a result, their expectations and attitudes towards brands are based on relatability, differentiation, and trustworthiness. To effectively comprehend and adapt to this constantly evolving customer behavior, certain practices should be followed:

  • Conduct regular market research to understand customer behaviour and stay updated on marketing trends.
  • Differentiate our brand positioning in the market to carve out our unique space.
  • Establish strong brand communication that clearly conveys what our brand stands for.
  • Engage with customers and enhance their journey at every touchpoint
  • Emphasise value-added services to deliver exceptional customer experiences.
  • By adhering to these practices, we can effectively navigate the changing customer landscape and build meaningful connections with our target audience.

How do you ensure consistency in branding across different product lines and markets?
Consistency in branding, encompassing elements like logo, brand communication and brand colours, plays a vital role in creating brand recognition.
This consistency extends beyond the product itself. Here are a few approaches we adopt to ensure such consistency:

  • Develop comprehensive brand guidelines with visual references
  • Maintain uniformity across platforms, including brand message, colour schemes and logos, even when the brand offerings may vary
  • Create high-quality content, especially on social media platforms
  • Maintain consistent personality and messaging
  • Implement a well-planned content calendar
  • Strive to be relatable and approachable to customers

By following these practices, we establish a strong and recognisable brand identity that resonates with our target audience.

Have you conducted any market research or surveys to gauge the effectiveness of your cement brand? If so, what were the key findings and how did you respond to them?
Of course, we regularly undertake initiatives to gauge our brand awareness and consideration, and recently we concluded a comprehensive study across multiple cities. The findings indicate that our intensive below-the-line (BTL) branding efforts have successfully raised consumer awareness, positioning us
among the top five cement manufacturers. However, to enhance brand consideration, we need to further strengthen our efforts.
To address this, we have implemented the following initiatives
Brand representation: Recognising that customers prefer concise and engaging advertisements, we have shifted our approach to include quirky, humorous messages that directly convey our offerings. We understand that customers are already familiar with cement, so our campaigns focus on highlighting what sets us apart.
Social Media: With the widespread availability of smartphones and internet access, media preferences have shifted from television to digital platforms, particularly social media. In the post-COVID era, social media has become the new above-the-line (ATL) advertising medium, yet very much targeted to the right set of audience. By maintaining a strong presence across various social media platforms, we can increase brand visibility and deliver personalised content that resonates with individuals, thereby establishing a deeper connection with our customers.
We aim to boost brand visibility with strategic actions, penetrate customers’ minds and ultimately strengthen brand consideration among our
target audience.

What role does sustainability play in your cement branding? How do you communicate your sustainability efforts to customers?
The progress of a nation is closely linked to its infrastructure, and cement plays a vital role in constructing that infrastructure. However, it is crucial to recognise that cement production significantly contributes to climate change, accounting for approximately 8 per cent of global CO2 emissions. To align with the objectives of the 2016 Paris Agreement, which aims to limit global temperature rise to below 2°C, there is an urgent need to reduce CO2 emissions by 80 per cent to 90 per cent by 2050. The cement industry is under increasing pressure to address this challenge and proactive measures have already been taken.
At JK Cement, we are fully committed to leading the way on our sustainability journey. To meet our clean energy targets, we have integrated various alternative renewable energy sources into our operations, such as solar plants, wind energy, hydropower, biomass, and waste heat recovery (WHR) systems. Additionally, we have started incorporating alternative fuels to replace fossil fuels, along with other major steps we have been taking to reduce CO2 emission. We regularly communicate our initiatives taken in this direction through
social media.

How do you leverage digital platforms and social media to enhance the visibility and reach of your cement brand?
Digital platforms offer more than just reaching specific audience segments; they allow for targeted and personalised content to enhance relatability. Our approach includes the following key strategies:
Wide platform presence: Ensuring a strong presence across relevant digital platforms to maximise reach.
Vernacular content: Creating content in local languages to improve understanding and connect with diverse audiences.
Influencer content: Collaborating with influencers to create relatable content that resonates with the target audience.
Service-focused content: Developing content that highlights our value-added services to clearly communicate our offerings.
Targeted marketing: Utilising digital analysis and surveys to target prospective customers effectively.
Enhanced digital content: Continuously improving the quality and relevance of our digital content to engage and captivate users.
Strong Customer Relationship Management (CRM) system: Actively addressing customer concerns and grievances to ensure a positive digital experience.

Through these strategies, we leverage digital platforms to establish a strong presence, deliver personalised content, and foster meaningful connections with our target audience.

Can you share any examples of successful marketing campaigns or initiatives that have significantly boosted your cement brand’s recognition and sales?
‘Yeh Pucca Hai’ campaign started by JK Cement in 2019 has been an instrumental change driver for our brand reputation and trade influencer engagement which eventually resulted in business growth too. It led us to build a brand with a purpose through regular social media social cause campaigns initiated over years doing something worthy by brand JK Super for daily wage labour, truck drivers, covid survivors, traffic cops, specially-abled school children, plasma donors and general public. These initiatives were built on brands core values of strength and safety and strengthening the society with the goodness of society with the real world activations by walk the talk campaigns to improve lives of people at large.
We are now kick starting our first product campaign for 2023. The ‘Naam Se toh kaee, Kaam se ek hi No. 1” campaign under which we will launch four digital films for the brand and products in July. Soon we will be taking the brand to a new high with our new set of DVC and TVC, giving a very strong RTB to the users in our existing and newer markets.

How do you handle any negative brand perception or reputation challenges that may arise, such as product quality concerns or environmental impact controversies?
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, reinforcing our consumer-centric approach.

How do you measure the success of your cement brand’s marketing efforts? What metrics or key performance indicators (KPIs) do you track?
Evaluating the success of online brand campaigns is relatively straightforward, as we utilise specific metrics tailored to each campaign type. For instance, reach and frequency campaigns are measured using KPIs such as CPM, CTR, CPV, unique users, and engagement rate. Similarly, performance marketing campaigns are assessed using KPIs like CPL and CPA.
In contrast, quantifying the impact of offline brand campaigns is more challenging. However, we can estimate the level of penetration and reach achieved through offline channels, primarily through above-the-line (ATL) and outdoor campaigns.
To assess the effectiveness of brand campaigns, we conduct pre and post-brand lift studies. These studies provide valuable insights into customers’ perception of the brand, including top-of-mind brand recall, spontaneous recall, aided awareness, consideration, recommendation and more.
Additionally, we gather feedback from our channel partners and influencers who are directly or indirectly associated with our brand. Their perspectives serve as valuable inputs, as they represent an important audience segment for a cement brand.

-Kanika Mathur

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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