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Economy & Market

Premiumisation is a key strategic focus for us

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Chirag Shah, Head – Marketing, Nuvoco Vistas, explains how branding strategy transforms cement from a commodity into a customer-first, innovation-led experience.

In a market where cement is often viewed as a commodity, Nuvoco is breaking the mould through powerful branding built on innovation, sustainability and customer centricity. The brand’s evolution is both strategic and purpose-driven. In this interview, Chirag Shah, Head – Marketing, Nuvoco Vistas, explores how the company has redefined trust, value and differentiation across diverse geographies and digital landscapes.

How has branding influenced buyer preference in a largely commodity-driven cement market?
A strong brand riding on its USP’s will drives choice, shape perception, and influence preferences. At Nuvoco, our brand philosophy is firmly rooted in innovation and sustainability, enabling us to deliver solutions that not only meet expectations but consistently raise the bar. We believe it is the value we create for our customers that truly sets us apart in a commodity-driven market. In this pursuit, we continuously introduce industry-first innovations and adopt customer-centric approaches that emphasise accuracy, speed and delight.
By consistently enhancing our offerings and customer experiences, our brand shapes perceptions and strengthens preference in the market.

What role does trust play in your brand’s positioning strategy?
Trust is a cornerstone of our brand strategy. Recognising its importance, we have revisited and redefined our mission statement which reads: ‘Trusted Building Materials Company Creating Value forour Stakeholders.’
This wasn’t just a cosmetic change, it was a conscious, strategic decision that reflects our intent to be recognised not merely for the scale of our operations, but as a trusted brand that delivers lasting value to our most important stakeholder—our customer.
By placing customer centricity at the center of our approach, we aim to understand evolving needs, respond with agility and ultimately create experiences that drive customer delight, reinforcing trust at every touchpoint.

How do you balance price competitiveness with premium brand perception?
Premiumisation is a key strategic focus for us, built on the idea of delivering value over volume. Rather than focusing solely on price, we aim to provide differentiated products that offer clear and meaningful advantages to our customers.
This approach is yielding strong results, with premium products accounting for 40 per cent of total sales. Our flagship brands, Nuvoco Concreto UNO and Nuvoco Duraguard Microfiber, Cement with added fibre, continue to gain traction, driven by their performance, durability and relevance to evolving customer needs.
By combining innovative product development with market expansion, we are able to maintain price competitiveness in value segments while continuing to build and reinforce a strong premium brand identity across the country.

In what ways has your branding evolved with the shift towards green and sustainable cement?
Sustainability is at the core of everything we do. It’s embedded in our vision statement: ‘Building a Safer, Smarter, and Sustainable World’, a principle that continues to guide how we innovate and operate. Over the years, our brand has evolved to reflect this deeper purpose. While strength and durability remain the foundation of our offerings, we now place equal emphasis in promoting the use of blended cements like Portland Composite Cement (PCC) to investing in low-carbon cement technologies, our approach is strongly aligned with global environmental priorities.
A key example is our Ecodure range of Green Concrete, which is designed to embrace sustainability by reducing carbon emissions by up to 60 per cent compared to standard OPC mixes. Additionally, our latest breakthrough, Ecodure Thermal Insulated Concrete, is designed to reduce indoor temperatures—directly addressing India’s rising heat and supporting energy efficiency.
These innovations are powered by our Construction Development and Innovation Centre (CDIC), which plays a pivotal role in developing smarter, greener building materials for tomorrow’s needs. Through this journey, our brand has grown to represent not just performance, but responsible progress.

How important is regional branding in a diverse market like India?
We recognise that consumer preferences, behaviours and emotional triggers vary widely across geographies, and a one-size-fits-all approach simply doesn’t work.
At Nuvoco, we’ve adopted a multi-faceted and hyper-localised marketing strategy to build stronger connections at the grassroots level. Our efforts go beyond traditional advertising, we focus on community-led engagement and cultural relevance.
Campaigns such as Sabse Khaas Sarpanch in Madhya Pradesh, which reached 4,000 villages, engaged 2,500 sarpanchs, and honoured 150 top performers, and Sabse Khaas Pehalwaan in Haryana, which saw participation from over 1,500 aspiring wrestlers across all 22 districts, are prime examples of this approach. Similarly, our Nuvoco Sarthi initiative at the Mahakumbh offered an immersive brand experience to devotees and valued channel partners, including dealers, sub-dealers, and influencers, through strategic engagements and personalised services that reached over 25,000 visitors.
Additionally, our recently launched ‘Mera Bharosa’ campaign further underscores our strong drive to connect with target groups through regional influencers. This unique initiative builds advocacy by having dealers endorse our integral waterproofing solution directly at the point of purchase. Dealer cut-outs with the message ‘Ghar ke waterproofing ke liye Mera Bharosa – Nuvoco Zero M’ create instant credibility and impact.
These activations honour and empower local influencers—be it village sarpanchs or local wrestling champions—by celebrating their contributions and integrating them into our brand narrative.
Supported by modern tech tools and rural outreach, these regional campaigns help us not only build trust and relevance but also strengthen customer loyalty, build brand equity, and create lasting relationship.

What role does digital outreach play in reinforcing your brand identity today?
Digital outreach is a powerful enabler that allows us to engage with stakeholders in meaningful, measurable and increasingly personalised ways.
At the core of this strategy is our Nuvo Nirmaan app, which offers customers valuable tools such as home and floor plans, Vaastu scores, and material calculators. This reflects our customer-centric mindset and underscores our commitment to enhancing customer experience and delight. With over five million downloads, the app stands as a testament to its relevance and impact.
We’ve also introduced a suite of modern loyalty rewards programmes through mobile apps like Vriddhi, Milan, Maitri and Nipun, designed to cater to dealers, sub-dealers and individual home builders. These platforms are seamlessly integrated with our ERP systems, enabling smoother transactions and real-time tracking of loyalty benefits.
As consumer behaviour increasingly shifts toward online research and decision-making, we focus on creating informative, accessible, and relevant digital content that empowers buyers to make confident choices. Our data-driven approach allows us to optimise campaigns using metrics such as reach, engagement, and conversions, helping us fine-tune our outreach in real time. We also actively leverage social media platforms like LinkedIn, Facebook, and Instagram to share insights, showcase landmark projects, and foster conversations that build brand affinity. Additionally, influencer marketing—through partnerships with industry experts and content creators—expands our reach and strengthens trust through authentic endorsements and testimonials.
Our digital ecosystem further includes YouTube for demonstrative videos, WhatsApp for real-time dealer and contractor support, and CRM platforms for precise, tailored engagement. For us, it’s not just about maintaining visibility—it’s about participating in the right conversations at the right time.
Together, these efforts help shape a brand that is not only trustworthy but also deeply attuned to customer needs and how they prefer to engage.

How do you measure the return on investment (ROI) of brand-building activities?
Measuring ROI on brand-building is all about measuring impact, perception, and staying competitive. At Nuvoco, we use a blend of brand health metrics like awareness, recall, and NPS alongside business outcomes like market share, pricing power and
dealer satisfaction.
We listen closely through third-party research, CRM tools and social channels, gathering real feedback from customers, influencers, and partners. This tells us what’s resonating, and what needs refinement. On the digital side, we track reach, engagement and conversions while running omnichannel campaigns that combine online and offline touchpoints for greater efficiency and control.

– Kanika Mathur

Economy & Market

Smart Pumping for Rock Blasting

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SEEPEX introduces BN pumps with Smart Joint Access (SJA) to improve efficiency, reliability, and inspection speed in demanding rock blasting operations.
Designed for abrasive and chemical media, the solution supports precise dosing, reduced downtime, and enhanced operational safety.

SEEPEX has introduced BN pumps with Smart Joint Access (SJA), engineered for the reliable and precise transfer of abrasive, corrosive, and chemical media in mining and construction. Designed for rock blasting, the pump features a large inspection opening for quick joint checks, a compact footprint for mobile or skid-mounted installations, and flexible drive and material options for consistent performance and uptime.

“Operators can inspect joints quickly and rely on precise pumping of shear-sensitive and abrasive emulsions,” said Magalie Levray, Global Business Development Manager Mining at SEEPEX. “This is particularly critical in rock blasting, where every borehole counts for productivity.” Industry Context

Rock blasting is essential for extracting hard rock and shaping safe excavation profiles in mining and construction. Accurate and consistent loading of explosive emulsions ensures controlled fragmentation, protects personnel, and maximizes productivity. Even minor deviations in pumping can cause delays or reduce product quality. BN pumps with SJA support routine maintenance and pre-operation checks by allowing fast verification of joint integrity, enabling more efficient operations.

Always Inspection Ready

Smart Joint Access is designed for inspection-friendly operations. The large inspection opening in the suction housing provides direct access to both joints, enabling rapid pre-operation checks while maintaining high operational reliability. Technicians can assess joint condition quickly, supporting continuous, reliable operation.

Key Features

  • Compact Footprint: Fits truck-mounted mobile units, skid-mounted systems, and factory installations.
  • Flexible Drive Options: Compact hydraulic drive or electric drive configurations.
  • Hydraulic Efficiency: Low-displacement design reduces oil requirements and supports low total cost of ownership.
  • Equal Wall Stator Design: Ensures high-pressure performance in a compact footprint.
  • Material Flexibility: Stainless steel or steel housings, chrome-plated rotors, and stators in NBR, EPDM, or FKM.

Operators benefit from shorter inspection cycles, reliable dosing, seamless integration, and fast delivery through framework agreements, helping to maintain uptime in critical rock blasting processes.

Applications – Optimized for Rock Blasting

BN pumps with SJA are designed for mining, tunneling, quarrying, civil works, dam construction, and other sectors requiring precise handling of abrasive or chemical media. They provide robust performance while enabling fast, reliable inspection and maintenance.With SJA, operators can quickly access both joints without disassembly, ensuring emulsions are transferred accurately and consistently. This reduces downtime, preserves product integrity, and supports uniform dosing across multiple bore holes.

With the Smart Joint Access inspection opening, operators can quickly access and assess the condition of both joints without disassembly, enabling immediate verification of pump readiness prior to blast hole loading. This allows operators to confirm that emulsions are transferred accurately and consistently, protecting personnel, minimizing product degradation, and maintaining uniform dosing across multiple bore holes.

The combination of equal wall stator design, compact integration, flexible drives, and progressive cavity pump technology ensures continuous, reliable operation even in space-limited, high-pressure environments.

From Inspection to Operation

A leading explosives provider implemented BN pumps with SJA in open pit and underground operations. By replacing legacy pumps, inspection cycles were significantly shortened, allowing crews to complete pre-operation checks and return mobile units to productive work faster. Direct joint access through SJA enabled immediate verification, consistent emulsion dosing, and reduced downtime caused by joint-related deviations.

“The inspection opening gives immediate confidence that each joint is secure before proceeding to bore holes,” said a site technician. “It allows us to act quickly, keeping blasting schedules on track.”

Framework agreements ensured rapid pump supply and minimal downtime, supporting multi-site operations across continents

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Concrete

Digital process control is transforming grinding

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Satish Maheshwari, Chief Manufacturing Officer, Shree Cement, delves into how digital intelligence is transforming cement grinding into a predictive, stable, and energy-efficient operation.

Grinding sits at the heart of cement manufacturing, accounting for the largest share of electrical energy consumption. In this interview, Satish Maheshwari, Chief Manufacturing Officer, Shree Cement, explains how advanced grinding technologies, data-driven optimisation and process intelligence are transforming mill performance, reducing power consumption and supporting the industry’s decarbonisation goals.

How has the grinding process evolved in Indian cement plants to meet rising efficiency and sustainability expectations?
Over the past decade, Indian cement plants have seen a clear evolution in grinding technology, moving from conventional open-circuit ball mills to high-efficiency closed-circuit systems, Roller Press–Ball Mill combinations and Vertical Roller Mills (VRMs). This shift has been supported by advances in separator design, improved wear-resistant materials, and the growing use of digital process automation. As a result, grinding units today operate as highly controlled manufacturing systems where real-time data, process intelligence and efficient separation work together to deliver stable and predictable performance.
From a sustainability perspective, these developments directly reduce specific power consumption, improve equipment reliability and lower the carbon footprint per tonne of cement produced.

How critical is grinding optimisation in reducing specific power consumption across ball mills and VRMs?
Grinding is the largest consumer of electrical energy in a cement plant, which makes optimisation one of the most effective levers for improving energy efficiency. In ball mill systems, optimisation through correct media selection, charge design, diaphragm configuration, ventilation management and separator tuning can typically deliver power savings of 5 per cent to 8 per cent. In VRMs, fine-tuning airflow balance, grinding pressure, nozzle ring settings, and circulating load can unlock energy reductions in the range of 8 per cent to 12 per cent. Across both systems, sustained operation under stable conditions is critical. Consistency in mill loading and operating parameters improves quality control, reduces wear, and enables long-term energy efficiency, making stability a key operational KPI.

What challenges arise in maintaining consistent cement quality when using alternative raw materials and blended compositions?
The increased use of alternative raw materials and supplementary cementitious materials (SCM) introduces variability in chemistry, moisture, hardness, and loss on ignition. This variability makes it more challenging to maintain consistent fineness, particle size distribution, throughput and downstream performance parameters such as setting time, strength development and workability.
As clinker substitution levels rise, grinding precision becomes increasingly important. Even small improvements in consistency enable higher SCM utilisation without compromising cement performance.
Addressing these challenges requires stronger feed homogenisation, real-time quality monitoring and dynamic adjustment of grinding parameters so that output quality remains stable despite changing input characteristics.

How is digital process control changing the way grinding performance is optimised?
Digital process control is transforming grinding from an operator-dependent activity into a predictive, model-driven operation. Technologies such as online particle size and residue analysers, AI-based optimisation platforms, digital twins for VRMs and Roller Press systems, and advanced process control solutions are redefining how performance is managed.
At the same time, workforce roles are evolving. Operators are increasingly focused on interpreting data trends through digital dashboards and responding proactively rather than relying on manual interventions. Together, these tools improve mill stability, enable faster response to disturbances, maintain consistent fineness, and reduce specific energy consumption while minimising manual effort.

How do you see grinding technologies supporting the industry’s low-clinker and decarbonisation goals?
Modern grinding technologies are central to the industry’s decarbonisation efforts. They enable higher incorporation of SCMs such as fly ash, slag, and limestone, improve particle fineness and reactivity, and reduce overall power consumption. Efficient grinding makes it possible to maintain consistent cement quality at lower clinker factors. Every improvement in energy intensity and particle engineering directly contributes to lower CO2 emissions.
As India moves toward low-carbon construction, precision grinding will remain a foundational capability for delivering sustainable, high-performance cement aligned with national and global climate objectives.

How much potential does grinding optimisation hold for immediate energy
and cost savings?
The potential for near-term savings is substantial. Without major capital investment, most plants can achieve 5 per cent to 15 per cent power reduction through measures such as improving separator efficiency, optimising ventilation, refining media grading, and fine-tuning operating parameters.
With continued capacity expansion across India, advanced optimisation tools will help ensure that productivity gains are not matched by proportional increases in energy demand. Given current power costs, this translates into direct and measurable financial benefits, making grinding optimisation one of the fastest-payback operational initiatives available to cement manufacturers today.

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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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