Economy & Market
Premiumisation is a key strategic focus for us
Published
10 months agoon
By
admin
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
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Concrete
PROMECON introduces infrared-based tertiary air measurement system for cement kilns
Published
1 hour agoon
May 20, 2026By
admin
The new solution promisescontinuous, real-time tertiary air flow measurement in cement plant operations.
PROMECON GmbH has launched the McON IR Compact, an infrared-based measuring system designed to deliver continuous, real-time tertiary air flow measurement in cement plant operations. The system addresses the longstanding process control challenge of accurate tertiary air monitoring under extreme kiln conditions. It uses patented infrared time-of-flight measurement technology that operates without calibration or maintenance intervention.
Precise tertiary air measurement is a critical requirement for stable rotary kiln operation. The McON IR Compact is engineered to function reliably at temperatures up to 1,200°C and in the presence of abrasive clinker dust. Its vector-based digital measurement architecture ensures that readings remain unaffected by swirl, dust deposits or drift. Due to these conditions conventional measurement systems in pyroprocess environments are often compromised.
The system is fully non-intrusive and requires no K-factors, recalibration or periodic readjustment, enabling years of uninterrupted operation. This design directly supports plant availability and reduces the maintenance overhead typically associated with process instrumentation in high-temperature zones.
PROMECON has deployed the McON IR Compact at multiple cement facilities, including Warta Cement in Poland. Plant operators report that the system has aided in identifying blockages, optimising purging cycles for gas burners, and supplying accurate flow data for AI-based process optimisation programmes. The practical outcomes include more stable kiln operation, improved process control, and earlier detection of process disturbances.
On the energy side, real-time tertiary air data enables reduction in induced draft fan load and helps flatten process oscillations across the pyroprocess. This translates to lower fuel and energy consumption, fewer unplanned shutdowns, and a measurable reduction in NOx peaks. This directly reflects on the downstream cost implications for plants operating SCR or SNCR systems for emissions compliance.
Concrete
Filtration Technology is Critical for Efficient Logistics
Published
5 days agoon
May 15, 2026By
admin
Niranjan Kirloskar, MD, Fleetguard Filters, makes the case that filtration technology, which has been long treated as a routine consumable, is in fact a strategic performance enabler across every stage of cement production and logistics.
India’s cement industry forms the core for infrastructure growth of the country. With an expected compound annual growth rate of six to eight per cent, India has secured its position as the second-largest cement producer globally. This growth is a result of the increasing demand across, resulting in capacity expansion. Consequently, cement manufacturers are now also focusing on running the factories as efficiently as possible to stay competitive and profitable.
While a large portion of focus still remains on production technologies and capacity utilisation, the hidden factor in profitability is the efficiency of cement logistics. The logistics alone account for nearly 30 per cent to 40 per cent of the total cost of cement, making efficiency in this segment a key lever for profitability and reliability.
In the midst of this complex and high-intensity ecosystem, filtration often remains one of the most underappreciated yet essential enablers of performance.
A demanding operational landscape
Cement production and logistics inherently operate in some of the harshest industrial environments. With processes such as quarrying, crushing, grinding, clinker production, and bulk material handling expose the machinery to constant high temperatures, heavy loads, and dust, often the silent destructive force for engines.
The ecosystem is abrasive, and often one with a high contamination index. These challenging conditions demand equipment such as the excavators, crushers, compressors, and transport vehicles to perform and perform efficiently. The continuous exposure to contamination across every aspect like air, fuel, lubrication, and even hydraulic systems causes long-term damage. Studies have also shown that 70 to 80 per cent of hydraulic system failures are directly linked to contamination, while primary cause of engine wear is inadequate air filtration.
For engines as heavy as these, even a minor contaminant has a cascading effect; reducing efficiency, performance and culminating to unplanned downtime. Particles as small as 5 to 10 microns, far smaller than a human hair (~70 microns), can cause significant damage to critical engine components. In an industry where margins are closely linked to operational efficiency, such disruptions can significantly affect both cost structures and delivery timelines.
Dust management: A persistent challenge
Dust is a natural by-product in cement operations. From drilling and blasting in the quarries to packing in plants, this fine particulate matter does occupy a large space in operations. Dust concentration levels in quarry and crushing zones often create extremely high particulate exposure for equipment. These fine particles, when enter the engines and critical systems, accelerates the wear and tear of the component, affecting directly the operational efficiency. Over time every block fall; engine performance declines, fuel consumption rises, and maintenance cycles shorten. In this case, effective air filtration is the natural first line of defence. Advanced filtration systems are designed to capture high volumes of particulate matter while maintaining consistent airflow, ensuring that engines and equipment operate under optimal conditions.
In high-dust applications, as in cement production, even the filtration systems are expected to sustain performance over extended periods without the need of frequent replacement. This becomes crucial in remote quarry locations where access to frequent maintenance may be limited.
Fluid cleanliness and system integrity
Beyond air filtration, fluid systems also play a crucial role for equipment reliability in cement operations. Fuel systems are required to remain free from contaminants for efficient working of combustion and injection protection. Additionally, lubrication systems also need to maintain the oil purity to reduce friction and prevent any premature wear of moving parts. The hydraulic systems, which are key to several heavy equipment operations, are especially sensitive to contamination.
If fine particles or water enters these systems, it can lead to reduced efficiency, erratic performance, and eventual failure of the system. Modern filtration systems are designed with high-efficiency media capable of removing extremely fine contaminants, with advanced fuel and oil filtration solutions filtering particles as small as two to five microns. Multi-stage filtration systems further ensure that fluid performance is maintained even under challenging operating conditions.
Another critical aspect of fuel systems is water separation. Removing moisture helps prevent corrosion, improves combustion efficiency and enhances overall engine reliability. Modern water separation technologies can achieve over 95 per cent efficiency in removing water from fuel systems.
Ensuring reliability across the value chain
Filtration plays a critical role across every stage of cement logistics:
• Quarry operations: Equipment operates in highly abrasive environments, requiring strong protection against dust ingress and hydraulic contamination.
• Processing units: Crushers, kilns, and grinding mills depend on clean lubrication and cooling systems to sustain continuous operations.
• Material handling systems: Pneumatic and mechanical systems rely on clean air and fluid systems for efficiency and reliability.
• Transportation networks: Bulk carriers and trucks must maintain engine health and fuel efficiency to ensure timely deliveries.
Across these operations, filtration plays a vital role; as it supports consistent equipment performance while reducing the risk of unexpected failures.
Effective filtration solutions can reduce unscheduled equipment failures by 30 to 50 per cent across heavy-duty operations.
Uptime as a strategic imperative
In cement manufacturing, uptime is currency. Downtime not only delays the production, but it also greatly impacts the supply commitments and logistics planning. With the right filtration systems, contaminants are kept at bay from entering the
critical systems, and they also significantly extend the service intervals.
Optimised filtration can extend service intervals by 20 to 40 per cent, reducing maintenance frequency while maintaining consistent performance across demanding operating conditions. Filtration systems designed for heavy-duty applications sustain efficiency throughout their lifecycle, ensuring reliable protection with minimal interruptions. This leads to improved equipment availability, lower maintenance costs, and more predictable operations, with well-maintained systems capable of achieving uptime levels of over 90 to 95 per cent in challenging cement environments.
Supporting emission and sustainability goals
With the rising environmental awareness, the cement industry too is aligning with the stricter norms and sustainability targets. In this scenario, the operational efficiency is directly linked to emission control.
Air and fuel systems that are clean enable
much more efficient combustion. They also reduce emissions from both the stationary equipment and transport fleets. Similarly, with a well-maintained fluid cleanliness, emission systems function better. Poor combustion due to contamination can increase emissions by 5 to 10 per cent, making clean systems critical for compliance.
Additionally, efficient and longer lasting filtration systems significantly reduce any waste generation and contribute to increased sustainable maintenance practices. Extended-life filtration solutions can reduce filter disposal and maintenance waste by 15 to 20 per cent. Smart and efficient filtration in this case plays an important role in meeting the both regulatory and environmental objectives within the industry.
Advancements in filtration technology
Over the years, there has been a significant evolution in the filtration technology to meet the modern industrial applications.
Key developments include:
• High-efficiency filtration media capable of capturing very fine particles without restricting flow
• Compact and integrated designs that combine multiple filtration functions
• Extended service life solutions that reduce replacement frequency and maintenance downtime
• Application-specific engineering tailored to different stages of cement operations
Modern multi-layer filtration media can improve dust-holding capacity by up to two to three times compared to conventional systems, while maintaining consistent performance. These advancements have transformed filtration from a basic maintenance component into a critical performance system.
Adapting to diverse operating conditions
The cement industry of India operates across diverse geographies. Spanning across regions with arid regions with higher dust levels, to the coastal areas with higher humidity, challenges of each region pose different threats to the engines. Modern filtration systems are thus tailored to address these unique challenges of each region.
Indian operating environments often range from 0°C to over 50°C, with some of the highest dust loads globally in mining zones.
Additionally, filtration technology can also be customised to variations which then align the system design with factors like dust load, temperature, and equipment usage patterns. Equipment utilisation levels in India are typically higher than global averages, making robust filtration even more critical. This approach ensures optimal performance and durability across different operational contexts.
Impact on total cost of ownership
Filtration has a direct and measurable impact on the total cost of ownership of equipment.
Effective filtration leads to:
• Lower wear and tear on critical components
• Reduced maintenance and repair costs
• Improved fuel efficiency
• Extended equipment life
• Higher operational uptime
Effective filtration can extend engine life by 20 to 30 per cent and reduce overall maintenance costs by 15 to 25 per cent over the equipment lifecycle. These benefits collectively enhance productivity and reduce lifecycle costs. Conversely, inadequate filtration can result in frequent breakdowns, increased maintenance expenditure, and reduced asset utilisation.
Building a more efficient cement ecosystem
With the rising demand across various sectors, the cement industry is expected to expand at an unprecedented rate. This growth is forcing the production to move towards a more efficient and resilient system of operations. This requires attention not only to production technologies but also to the supporting systems that enable consistent performance. Filtration must be viewed as a strategic investment rather than a routine consumable. By ensuring the cleanliness of air and fluids across systems, it supports reliability, efficiency, and sustainability.
The road ahead
The future of cement logistics will be shaped by increasing mechanisation, digital monitoring, and stricter environmental standards. The industry is also witnessing a shift towards predictive maintenance and condition monitoring, where filtration performance is increasingly integrated with real-time equipment diagnostics.
In this evolving landscape, the role of filtration will become even more critical. As equipment becomes more advanced and operating conditions more demanding, the need for precise contamination control will continue to grow. From quarry to construction site, filtration technology underpins the performance of every critical system. It enables equipment to operate efficiently, reduces operational risks, and supports the industry’s broader goals of growth and sustainability. In many ways, it is the unseen force that keeps the cement ecosystem moving, quietly ensuring that every link in the value chain performs as expected.
About the author
Niranjan Kirloskar, Managing Director, Fleetguard Filters, is focused on driving innovation, operational excellence, and long-term business growth through strategic and people-centric leadership. With a strong foundation in ethics and forward-thinking decision-making, he champions a culture of collaboration, accountability, and technological advancement.
Jignesh Kindaria highlights how Thermal Substitution Rate (TSR) is emerging as a critical lever for cost savings, decarbonisation and competitive advantage in the cement industry.
India is simultaneously grappling with two crises: a mounting waste emergency and an urgent need to decarbonise its most carbon-intensive industries. The cement sector, the second-largest in the world and the backbone of the nation’s infrastructure ambitions, sits at the centre of both. It consumes enormous quantities of fossil fuel, and it has the technical capacity to consume something else entirely: the waste our cities cannot get rid of.
According to CPCB and NITI Aayog projections, India generates approximately 62.4 million tonnes of municipal solid waste annually, with that figure expected to reach 165 million tonnes by 2030. Much of this waste is energy-rich and non-recyclable. At the same time, cement kilns operate at material temperatures of approximately 1,450 degrees Celsius, with gas temperatures reaching 2,000 degrees. This high-temperature environment is ideal for co-processing, ensuring the complete thermal destruction of organic compounds without generating toxic residues. The physics are in our favour. The infrastructure is not.
Pre-processing is not the support act for co-processing. It is the main event. Get the particle size wrong, get the moisture wrong, get the calorific value wrong and your kiln thermal stability will suffer the consequences.
The regulatory push is real
The Solid Waste Management (SWM) Rules 2026 mandate that cement plants progressively replace solid fossil fuels with Refuse-Derived Fuel (RDF), starting at a 5 per cent baseline and scaling to 15 per cent within six years. NITI Aayog’s 2026 Roadmap for Cement Sector Decarbonisation targets 20 to 25 per cent Thermal Substitution Rate (TSR) by 2030. Beyond compliance, every tonne of coal replaced by RDF generates measurable carbon reductions which is monetisable under India’s emerging Carbon Credit Trading Scheme (CCTS). TSR is no longer a sustainability metric. It is a financial lever.
Yet our own field assessments across multiple Indian cement plants reveal a sobering reality: the primary barrier to scaling AFR adoption is not waste availability. It is the fragmented and under-engineered pre-processing ecosystem that sits between the waste and the kiln.
Why Indian waste is a different engineering problem
Indian municipal solid waste is not the material that imported shredding equipment was designed for. Our waste streams frequently exceed 40 per cent to 50 per cent moisture content, particularly during monsoon cycles, saturated with abrasive inerts including sand, glass, and stone. Plants relying on imported OEM equipment face months of downtime awaiting proprietary spare parts. Machines built for segregated, low-moisture waste fail quickly and disrupt the entire pre-processing operation in Indian conditions.
The two most common failures we observe are what I call the biting teeth problem and the chewing teeth problem. Plants relying solely on a primary shredder reduce bulk waste to large fractions, but the output remains too coarse for stable kiln combustion. Others attempt to use a secondary shredder as a standalone unit without a primary stage to pre-size the feed, leading to catastrophic mechanical failure. When both stages are present but mismatched in throughput capacity, the system becomes a bottleneck. Achieving the 40 to 70 tonnes per hour required for meaningful coal displacement demands a precisely coordinated two-stage process.
Engineering a made-in-India answer
At Fornnax, our response to these challenges is grounded in one principle: Indian waste demands Indian engineering. Our systems are built around feedstock homogeneity, the holy grail of kiln stability. Consistent particle size and predictable calorific value are the foundation of stable kiln combustion. Without them, no TSR target is achievable at scale.
Our SR-MAX2500 Dual Shaft Primary Shredder (Hydraulic Drive) processes raw, baled, or loosely mixed MSW, C&I waste, bulky waste, and plastics, reducing them to approximately 150 mm fractions at throughputs of up to 40 tonnes per hour. The R-MAX 3300 Single Shaft Secondary Shredder (Hydraulic Drive), introduced in 2025, takes that primary output and produces RDF fractions in the 30 to 80 mm range at up to 30 tonnes per hour, specifically optimised for consistent kiln feeding. We have also introduced electric drive configurations under the SR-100 HD series, with capacities between 5 and 40 tonnes per hour, already operational at a leading Indian waste-processing facility.
Looking ahead, Fornnax is expanding its portfolio with the upcoming SR-MAX3600 Hydraulic Drive primary shredder at up to 70 tonnes per hour and the R-MAX2100 Hydraulic drive secondary shredder at up to 20 tonnes per hour, designed specifically for the large-scale throughput that higher TSR ambitions require.
The investment case is now
The 2070 Net-Zero target is not a distant goal for India’s cement sector. It starts today, with decisions being made on the plant floor.
The SWM Rules 2026 are already in effect, requiring cement plants to replace coal with RDF. Carbon credit markets are opening up, and coal prices are not going to get cheaper. Every tonne of coal a cement plant replaces with waste-derived fuel saves money on one side and generates carbon credit revenue on the other. Pre-processing infrastructure is no longer just a compliance requirement. It is a business investment with a measurable return.
The good news is that nothing is missing. The technology works. The waste is available in every Indian city. The government has provided the policy direction. The only thing standing between where the industry is today and where it needs to be is the commitment to build the right infrastructure.
The cement companies that move now will not just meet the regulations. They will be ahead of every competitor that waits.
About the author
Jignesh Kundaria is the Director and CEO of Fornnax Technology. Over an experience spanning more than two decades in the recycling industry, he has established himself as one of India’s foremost voices on waste-to-fuel technology and alternative fuel infrastructure.
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