Concrete
Digital marketing helps brands connect
Published
1 year agoon
By
admin
Muskaan Jain, Founder and CEO, The Social Culture, discusses how companies can leverage digital marketing to enhance visibility and market reach.
How critical is branding in the highly competitive cement industry, and what unique challenges does it present?
Creating a strong brand identity in the cement industry, or any industry for that matter, is indeed a complex task that requires a deep understanding of both the product and the target audience. As a branding and packaging designer, you are right to focus on the emotional connection and practical sense that your branding should convey. Here are some strategies to ensure your branding is original, resonates with your audience, and stands out in the competitive market:
- Understand your audience: Know who your customers are, what they value, and how they perceive your industry. This will help you tailor your branding to their needs and preferences.
- Differentiate your brand: In a commoditised industry like cement, it›s crucial to find what makes your product or service unique. This could be your production process, sustainability efforts, customer service or any other aspect that sets you apart from competitors.
- Consistent visual identity: Your brand›s visual elements, including logo, color scheme, typography, and imagery, should be consistent across all platforms. This consistency helps in building recognition and trust.
- Storytelling: Use storytelling to convey your brand›s values, ethos and unique selling proposition. A compelling narrative can help create an emotional connection with your audience.
- Ethical and practical messaging: Highlight the practical benefits of your product, such as durability, strength, and environmental friendliness. Combine this with ethical messaging that reflects your company›s commitment to sustainability, community and transparency.
- Engage with your audience: Use social media, content marketing, and other channels to engage with your audience. Share behind-the-scenes content, customer testimonials and educational materials that showcase your expertise and build trust.
- Innovative packaging: As a packaging designer, you can differentiate your brand through innovative packaging that is both functional and aesthetically pleasing. Consider eco-friendly materials and designs that align with your brand›s values and appeal to your target market.
- Humanise your brand: People connect with other people, so make sure your brand has a human touch. Share the story of your founders, team, and the people behind the scenes. Use a tone of voice in your communications that is approachable and relatable.
- Crisp and professional communication: Ensure that all your communications are clear, concise, and professional. Avoid jargon and complex language that might alienate your audience.
- Emotional connection: As you mentioned, emotions are key. Create campaigns and content that evoke feelings such as trust, reliability, and pride. Show how your product contributes to building not just structures, but communities and memories.
By focusing on these aspects, you can create a brand identity for your cement company that is both original and resonates with your audience, helping you to stand out in a crowded market. Remember, branding is an ongoing process and it›s important to stay attuned to the evolving needs and preferences of your customers.
What branding strategies do you recommend to differentiate oneself from competitors?
Cement industry is seen as a very not so glamorous field compared to architecture or interiors.
Branding has four key pillars – colour, logo, key problem and tagline.
I suggest that when cement manufacturers are looking to create a place, they should stick to the roots and wear the label proudly on how they are fixing the problem. Do you have different key components that make your cement stronger or do you have a cooling element that keeps the home more comfortable during summers. This key differentiator will help you understand what and how›s in order to grow the brand. When it comes to designing, as per your personal preference you can choose between keeping it simple or creating an abstract logo and adding your company name below. Both ways are efficient. Post this the most key thing is to choose your brand colour. Do a deep dive study on colour theory and its meaning as this will help you get your pillars for your branding. After which comes your tagline that gives you a chance to address who you are targeting, your motives and how you can help. All this makes a strong house for your brand. Basically, cement for the walls to keep your house long lasting.
Digital marketing helps brands connect. Don’t simply sell your product, but connect with your audience by addressing their pain points. Encourage them to book consultation calls, no strings attached.
How can cement brands effectively communicate their value proposition to both B2B and B2C segments?
It›s not one solution that fits all. While you pitch B2B you have to serve their pros right in front of them. At the end of the day, it’s also about business and profits. Make a compelling case how you are a better partner for them and why you are not the same from Brand A. Get into core details. While on other hands B2C you need to be honest, transparent and also suggest to them what all properties your cement has. Education is a must in the B2C category. When a customer is acknowledged with quashing myths and educating them with facts, they feel empowered. They feel they know it all and that›s how they will turn back to you because you are
the source.
How have successful branding initiatives helped cement companies?
The most popular branding campaigns are Ambuja Cement, Ultratech and JK Cement. These names are known to every person from rural to urban India. They capitalised on human emotions, relatable humour ads, subtly putting cement in the humour and getting it to become a household name. This led to word-of-mouth and with the distributors pushing it across offline channels, it created a recipe for success.
Using brand colours and fonts consistently to create a subconscious image is the key. Taglines that are catchy and almost used as everyday lines can really help you become a household name. Subtly hinting brand integrations along with typography, wordplay or even logo can make space in the memory of one’s mind.
Which metrics or key performance indicators (KPIs) are most indicative of success?
This is quite subjective. If your brand taglines or colours are adopted by the audience through humour more than just your product is successful. Obviously, you can also count them as the number of your community grows. The KPI here would be to get as many people to speak about your brand
as possible.
– Kanika Mathur
Concrete
The primary high-power applications are fans and mills
Published
2 days agoon
October 10, 2025By
admin
Alex Nazareth, Whole-time Director and CEO, Innomotics India, explains how plants can achieve both cost competitiveness and sustainability by lowering emissions, reducing downtime and planning for significant power savings.
As one of the most energy-intensive industries, cement manufacturing faces growing pressure to optimise power consumption, reduce emissions and improve operational reliability. Technology providers like Innomotics India are enabling this transformation by combining advanced motors, AI-driven digital solutions and intelligent monitoring systems that enhance process stability and reduce energy costs. From severe duty motors built for extreme kiln environments to DigiMine AI solutions that optimise pyro and mill operations, Alex Nazareth, Whole-time Director and CEO, Innomotics India, explains how the company is helping cement plants achieve measurable energy savings while moving closer to their sustainability goals.
How does your Energy Performance Contracting model typically reduce power consumption in cement plants—e.g., MWh saved?
Our artificial intelligence-based DigiMine AI Pyro and Mill solutions developed specifically for the cement industry, supports our customers in improving their process stability, productivity and process efficiency. In Pyro, this is achieved by optimising fuel consumption (Coal / AFR), reducing Specific Heat Consumption and reduction in emissions (CO2, SOx and NOx) through continuous monitoring of thermodynamics in pyro and recommending set-points of crucial parameters in advance for maintaining stable operations.
Within the mill, this is achieved by improving throughput, reduce energy / power consumption and maintaining stable operations on a continuous basis. Our ROI-based value proposition captures the project KPIs like reduction of coal usage, increase of AFR, reduction of specific heat consumption (Kcal / Kg), reduction of specific power consumption (KWH / tonne), reduction of emissions, etc., by a specific percentage. This gives clarity to our customers to understand the investment vis-à-vis savings and estimate the recovery time of their investment, which typically is achieved within one year of DigiMine AI Pyro and Mill solutions implementation.
What role do digitalisation and motor monitoring play in overall plant energy optimisation?
Motors are being used extensively in cement production, and their monitoring play crucial role in ensuring continuous operation of applications. The monitoring system can automatically generate alerts for any anomaly / abnormalities in motor parameters, which allows plant team to take corrective actions and avoid any major equipment damage and breakdown. The alerts help maintenance team to plan maintenance schedule and related activity efficiently. Centralised and organised data gives overview to the engineers for day-to-day activities. Cement is amongst the top energy intensive industries in comparison to other industries. Hence, it becomes critically important to optimise efficiency, productivity and up-time of plant equipment. Motor monitoring and digitalisation plays a vital role in it. Monitoring and control of multiple applications and areas
within the plant or multiple plants becomes possible with digitalisation.
Digitalisation adds a layer on top of OT systems, bringing machine and process data onto a single interface. This solves the challenges such as system silo, different communications protocol, databases and most importantly, creates a common definition and measurement to plant KPIs. Relevant stakeholders, such as engineers, head of departments and plant heads, can see accurate information, analyse it and make better decisions with appropriate timing. In doing so, plant teams can take proactive actions before machine breakdown, enable better coordination during maintenance activities while improving operational efficiency and productivity.
Further using latest technologies like Artificial Intelligence can even assist operators in running their plant with minimal requirement of human intervention, which allows operators to utilise their time in focusing on more critical topics like analysing data to identify further improvements in operation.
Which of your high-efficiency IEC low-voltage motors deliver the best energy savings for cement mills or fans?
Innomotics India offers a range of IEC-compliant low-voltage motors engineered to deliver superior performance and energy savings, particularly for applications such as cement mills, large fans, and blowers. Innomotics has the complete range of IE4 motors from 0.37kW to 1000kW to meet the demands of cement industry. The IE5 range is also available for specific requirements.
Can safe area motors operate safely and efficiently in cement kiln environments?
Yes, safe area motors are designed to operate reliably in these environments without the risk of overheating. These motors have ingress protection that prevents dust, moisture ingress and can withstand mechanical stress. These motors are available in IE3 / IE4 efficiency classes thereby ensuring lower energy consumption during continuous operation. These motors comply with relevant Indian as well as international standards.
How do your SD Severe Duty motors contribute to lower emissions and lower cost in heavy duty cement applications?
Severe duty motors enhances energy efficiency and durability in demanding cement applications, directly contributing to lower emissions and operational costs. With high-efficiency ratings (such as IE3 or better), they reduce power consumption, minimising CO2 output from energy use. Their robust design handles extreme heat, dust and vibration—common in cement environments—ensuring reliable performance and fewer energy losses.
These motors also lower the total cost of ownership by reducing downtime, maintenance and replacement frequency. Their extended service life and minimal performance degradation help cement plants meet sustainability targets, comply with emissions regulations and improve overall energy management—all while keeping production consistent and cost-effective.
What pump, fan or compressor drive upgrades have shown approximately 60 per cent energy savings in industrial settings and can be replicated in cement plants?
In the cement industry, the primary high-power applications are fans and mills. Among these, fans have the greatest potential for energy savings. Examples, the pre-heater fan, bag house fan, and cooler fans. When there are variations in airflow or the need to maintain a constant pressure in a process, using a variable speed drive (VSD) system is a more effective option for starting and controlling these fans. This adaptive approach can lead to significant energy savings. For instance, vanes and dampers can remain open while the variable frequency drive and motor system manage airflow regulation efficiently.
Concrete
We conduct regular internal energy audits
Published
2 days agoon
October 10, 2025By
admin
Shaping the future of low-carbon cement production involves integrating renewables, digitalisation and innovative technologies. Uma Suryam, SVP and Head Manufacturing – Northern Region, Nuvoco Vistas, gives us a detailed account of how.
In an industry where energy consumption can account for a significant portion of operating costs, cement manufacturers are under increasing pressure to adopt sustainable practices without compromising efficiency. Nuvoco Vistas has taken a decisive step in this direction, leveraging digitalisation, renewable energy and innovative technologies to drive energy efficiency across its operations. In this exclusive conversation, Uma Suryam, SVP and Head Manufacturing – Northern Region, Nuvoco Vistas, shares its approach to energy management, challenges of modernising brownfield plants and its long-term roadmap to align efficiency with India’s net-zero vision.
How has your company improved energy efficiency over the past five years?
Over the past five years, we have prioritised energy conservation by enhancing operational efficiency and scaling up renewable energy adoption. Through strategic fuel mix optimisation, deployment of cleaner technologies, and greater integration of renewables, we have steadily reduced our environmental footprint while meeting energy needs sustainably.
Technological upgrades across our plants have further strengthened efficiency. These include advanced process control systems, enhanced trend analysis, grinding media optimisation and the integration of solar-powered utilities. Importantly, grid integration at our key plants has delivered significant cost savings and streamlined energy management.
A notable milestone has been the expansion of our solar power capacity and Waste Heat Recovery Systems (WHRS). Our solar power capacity has grown from 1.5 MW in FY 2021–22 to 5.5 MW, while our WHRS capacity has increased from 44.7 MW to 49 MW, underscoring our commitment to sustainable energy solutions.
What technologies or practices have shown the highest energy-saving potential in cement production?
One of our most significant achievements in advancing energy efficiency has been the successful commissioning of a 132 KV Grid Integration Project, which unified three of our major manufacturing units under a single power network. This milestone, enabled by a dedicated transmission line and a state-of-the-art Line-In Line-Out (LILO) substation, has transformed our energy management and operational capabilities.
With this integration, we have substantially reduced our contract demand, eliminated power disruptions, and enhanced operational continuity. Supported by an optical fibre network for real-time communication and automation, this project stands as a testament to our innovation-led manufacturing excellence and underscores Nuvoco’s vision of building a safer, smarter, and sustainable world.
What role does digitalisation play in achieving energy efficiency in your operations?
Digitalisation plays a transformative role in driving energy efficiency across our operations. At Nuvoco, we are leveraging cutting-edge technologies and advanced digital tools to enhance productivity, optimise energy consumption and strengthen our commitment to sustainability and employee safety.
We are developing AI-enabled dashboards to optimise WHRS and kiln operations, ensuring maximum efficiency. Additionally, our advanced AI models evaluate multiple operational parameters — including fuel pricing, moisture content and energy output — to identify the most cost-effective fuel combinations in real time. These initiatives are enabling data-driven decision-making, improving operational excellence and reducing our environmental footprint.
What is your long-term strategy for aligning energy efficiency with decarbonisation goals?
As part of India’s climate action agenda, the cement sector has laid out a clear decarbonisation roadmap to achieve net-zero CO2 emissions by 2070. At Nuvoco, we view this as both a responsibility and an opportunity to redefine the future of sustainable construction. Our long-term strategy focuses on aligning energy efficiency with decarbonisation goals by embracing innovative technologies, alternative raw materials and renewable energy solutions.
We are making strategic investments to scale up solar power installations and enhance our renewable energy mix significantly by 2028. These initiatives are a key part of our broader vision to reduce Scope 2 emissions and strengthen our contribution to India’s net-zero journey, while continuing to deliver innovative and sustainable solutions to our customers.
How do you measure and benchmark energy performance across different plants?
We adopt a comprehensive approach to measure and benchmark energy performance across our plants. Key metrics include Specific Heat Consumption (kCal/kg of clinker) and Specific Power Consumption (kWh/tonne of cement), which are continuously tracked against Best Available Technology (BAT) benchmarks, industry peers and global standards such as the WBCSD-CSI and CII benchmarks.
To ensure consistency and drive improvements, we conduct regular internal energy audits, leverage real-time dashboards and implement robust KPI tracking systems. These tools enable us to compare performance across plants effectively, identify optimisation opportunities and set actionable targets for energy efficiency and sustainability.
What are the key challenges in adopting energy-efficient equipment in brownfield cement plants?
Adopting energy-efficient technologies in brownfield cement plants presents a unique set of challenges due to the constraints of working within existing infrastructure. Firstly, the high capital expenditure and relatively long payback periods often require careful evaluation before investments are made. Additionally, integrating new technologies with legacy equipment can be complex, requiring significant customisation to ensure seamless compatibility and performance.
Another major challenge is minimising production disruptions during installation. Since brownfield plants are already operational, upgrades must be planned meticulously to avoid affecting output. In many cases, space constraints in older facilities add to the difficulty of accommodating advanced equipment without compromising existing layouts.
At Nuvoco, we address these challenges through a phased implementation approach, detailed project planning and by fostering a culture of innovation and collaboration across our plants. This helps us balance operational continuity with our commitment to driving energy efficiency and sustainability.
Concrete
Enlight Metals Supplies 3,200 Tonne of Steel for Navi Mumbai Airport
The airport is set to become Asia’s largest air connectivity hub.
Published
2 days agoon
October 10, 2025By
admin
Enlight Metals has supplied 3,200 metric tonne of steel for the newly inaugurated Navi Mumbai International Airport, marking a major contribution to one of India’s largest infrastructure projects and reinforcing the company’s commitment to supporting national development.
The Navi Mumbai International Airport, developed under a Public-Private Partnership led by the Adani Group, was inaugurated today by Prime Minister Narendra Modi. The airport is set to become Asia’s largest air connectivity hub, enhancing regional connectivity, boosting economic growth, and expanding trade opportunities. Prime Minister Modi described the project as a “glimpse of Viksit Bharat,” highlighting its transformative impact on infrastructure and development in the region.
“The supply of 3,200 metric tonne of steel for this key project aligns with our focus on supporting critical infrastructure development through reliable and timely metal sourcing. Enlight Metals is committed to enhancing transparency and efficiency in the steel supply chain, contributing to projects integral to India’s growth objectives,” said Vedant Goel, Director, Enlight Metals.
Enlight Metals has implemented technology-driven solutions to strengthen supply chain efficiency, ensuring consistent availability of construction materials for large-scale projects nationwide. Its contribution to the Navi Mumbai International Airport underscores the company’s growing role in supporting India’s infrastructure development initiatives.
This milestone reflects Enlight Metals’ ongoing engagement in delivering quality materials and timely services for major national projects, further cementing its position as a reliable partner in India’s infrastructure sector

The primary high-power applications are fans and mills

We conduct regular internal energy audits

Enlight Metals Supplies 3,200 Tonne of Steel for Navi Mumbai Airport

World of Concrete India 2025 Showcases Global Expertise and Green Solutions

JSW Cement Opens Rs 1 Billion Plant in Odisha

The primary high-power applications are fans and mills

We conduct regular internal energy audits

Enlight Metals Supplies 3,200 Tonne of Steel for Navi Mumbai Airport

World of Concrete India 2025 Showcases Global Expertise and Green Solutions

JSW Cement Opens Rs 1 Billion Plant in Odisha
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