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Premiumisation is the Future of Cement

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Sushrut Pant, Head of Marketing, Shree Cement, discusses the changing trends in the positioning of cement due to its exponentially rising importance in the nation building.

A towering skyscraper pierces Mumbai’s skyline; its foundation rooted in cement chosen for one reason: durability. Cement has always been the backbone of infrastructure development, but for too long, it’s been treated as a basic commodity—bought and sold on price alone. But that’s changing.
As India’s infrastructure and housing sectors surge, the shift toward premiumisation—building branded, high-value products—is becoming key to sustainable growth. Today, the cement industry is not just about price. It’s about delivering quality, building trust, standing out in a crowded market, and creating value that lasts.
In FY25, India’s cement industry had an installed capacity of 668 million tonnes, with production close to 470 million tonnes. Demand is set to climb to 450.78 million tonnes by FY27, driven by a 2025-26 infrastructure budget of over `11 lakh crore. With over 210 large cement plants in operation, price wars have squeezed margins. Premiumisation offers a way out. In 2024, premium cement products—priced 10 per cent to 15 per cent higher than standard grades—saw a 25 per cent demand spike in urban markets. Stakeholders across the value chain—from contractors and developers to homeowners—are choosing reliability in projects where failure isn’t an option.
So, what does premiumisation look like? Premiumisation is a combination of high performance, value addition and emotional rewards. It’s high-strength cement for skyscrapers, rapid-setting mixes for urgent builds, and green blends cutting CO2 emissions by up to 30 per cent. These products are developed to meet specific needs, backed by rigorous testing and certifications. A 2024 study, for example, highlighted the consistent performance of premium cements used in mega projects like the Mumbai-Ahmedabad Bullet Train Corridor, where 20,000 cubic meters were consumed daily—helping reduce rework costs by 12 per cent.
This reliability builds trust, turning one-time buyers into loyal customers. At the core of this transformation is branding. A bag of cement is no longer just a product—it’s a promise. As India’s real estate market heads toward a `112 lakh crore (US$1.3 trillion) valuation by FY34, strong brand identity will be a key differentiator. Marketing plays a vital role—telling stories on how a branded cement is able to realise the dream of a small-town Independent Home Builder (IHB). When campaigns spotlight a cement’s role in metro lines or sustainable housing, they create emotional resonance, instil confidence and trust. Customers begin to see the brand as a partner, not just a supplier.
Sustainability is another major driver. With India targeting net-zero emissions by 2070, the cement industry faces pressure to reduce its environmental footprint. In 2024, green cement adoption grew 15 per cent in urban areas, led by blended products using industrial by-products. These cements could save up to 300 kg of CO2 per tonne compared to traditional mixes. Communicating these benefits—using real data and practical examples—strengthens credibility with eco-conscious consumers, from architects to policymakers.
One more important aspect in premiumisation is about solving consumers’ problems and offering higher order value adds beyond the basic benefits. For instance, seepage is a big unsolved problem for any home owner and water-repellent segment is the most premium and fastest growing cement segment. Slag cement is another example where it commands a higher pricing power due to added benefit of providing a brighter finish.
Premiumisation, however, doesn’t come easy. It demands sustained investment in research, stringent quality control, and ongoing customer education. But the rewards—higher margins, stronger brand loyalty, and a competitive edge—are worth it. In 2025, with the cement industry anticipating 8 per cent sales growth, those who position cement as a branded, value-driven product will lead the way. They are not just selling cement—they’re building trust, shaping progress, and driving sustainable growth in a market ready for change.
There was a time when cement was viewed strictly as a commodity—sold in bulk, priced competitively and chosen mainly by institutional buyers focused on cost. Branding, in this environment, had limited space to flourish. But over the past decade, the sector has seen a quiet transformation. Cement is no longer just a grey powder sold by the bag. It’s becoming a branded product that consumers recognise, trust, and choose deliberately.
What’s behind this shift? A key factor is the rise of individual home builders and retail consumers. Unlike bulk buyers, these customers are personally invested in their decisions. They ask not just how much, but why this brand. They look for quality, consistency, service reliability, and increasingly, sustainability.
In response, marketing strategies have evolved. The focus has moved beyond pricing or distribution to understanding the end consumer—where they live, what they value, and how they engage. This has driven integrated media strategies that blend traditional channels with digital outreach, on-ground activations, and personalised content experiences. Today, messaging is crafted not just to inform, but to connect.
An emotional hook often tips the scale. Recent industry campaigns have leaned into cultural cues, celebrity associations and values like trust and resilience to build brand recall. Such branding creates affinity—transforming what was once a functional purchase into a considered choice.
Technology is also playing a transformative role in how cement is produced, marketed, and delivered. From advanced analytics and AI-based modelling to digital tracking and real-time logistics, companies are ensuring quality, improving efficiency, and enhancing customer experience. Brands that lead in these areas are setting benchmarks—earning both trust and a stronger reputation.
Ultimately, the journey from commodity to brand in cement is more than a marketing story—it’s a structural evolution. It reflects the changing landscape of construction and housing, where every material is a choice that signals quality, intent, and responsibility. Cement, once selected solely for its price, is now judged by what it stands for. And in that lies both the challenge and the opportunity for every player in the industry.

Concrete

Cement Makers Reaffirm Commitment to Sustainable Growth

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World Environment Day spotlight on innovation and circularity

On World Environment Day, the Indian cement industry reiterated its commitment to supporting India’s climate ambitions through sustainable manufacturing, resource efficiency and the adoption of cleaner technologies.

The Cement Manufacturers’ Association (CMA) said the sector remains aligned with the Government of India’s Net Zero commitments and is accelerating efforts to reduce its environmental footprint while supporting the country’s infrastructure and development agenda.

Parth Jindal, President, CMA and Managing Director, JSW Cement, said the industry is increasingly adopting cleaner technologies, improving energy efficiency and expanding the use of alternative fuels and raw materials. He also highlighted the growing importance of circular economy practices, where industrial by-products and waste streams from one sector are utilised as resources in another.

“The Indian Cement Industry is aligned to the Government’s commitments on carbon mitigation and is accelerating the adoption of cleaner technologies, resource efficiency and circular economy practices while actively exploring the potential of Carbon Capture, Utilisation and Storage (CCUS) as a critical pathway for deep decarbonisation,” said Jindal.

He added that coprocessing industrial waste and by-products helps conserve natural resources, reduce disposal requirements and lower the environmental footprint across multiple sectors.

According to Jindal, sustainability is no longer limited to manufacturing processes but is increasingly influencing investment decisions, innovation strategies and long-term growth plans within the industry.

Echoing similar views, Dr Raghavpat Singhania, Vice President, CMA and Managing Director, JK Cement, said sustainable development extends beyond emissions reduction and must also focus on responsible resource utilisation and waste minimisation.

“Sustainability in the built environment cannot be measured by emissions alone. It is equally about how efficiently we use resources, how effectively we minimise waste and how responsibly we create the infrastructure that will serve future generations,” said Singhania.

He noted that the cement industry is advancing its sustainability agenda through greater resource efficiency, increased circularity, technological innovation and continuous improvements in manufacturing practices. As a key contributor to India’s infrastructure development, the sector has a critical role to play in balancing economic growth with environmental responsibility.

On the occasion of World Environment Day, industry leaders reaffirmed their commitment to supporting India’s climate goals while delivering the materials required for resilient, durable and sustainable infrastructure.

 

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Concrete

Building a Greener Future Together

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Environmental sustainability requires immediate action, not just long-term commitments and discussions. Recycling, circular economy practices, and technology-driven waste management can help industries reduce environmental impact while supporting sustainable growth.

Author: Jignesh Kundaria, Director and CEO, Fornnax Technology

World Environment Day serves as an important reminder that environmental sustainability can no longer remain confined to discussions, reports, or long-term commitments. The environmental challenges facing the world today demand immediate, measurable, and collective action. Across industries and communities, waste generation continues to outpace our ability to process it responsibly, placing increasing pressure on ecosystems, natural resources, public health, and the well-being of future generations.

One of the most significant shifts required today is a change in how society perceives waste. Rather than being viewed as a material to be discarded, waste must be recognised as a valuable resource that can contribute to both economic growth and environmental protection when managed through the right technologies and systems. This mindset forms the foundation of the circular economy model that countries across the world are increasingly adopting to reduce landfill dependence, recover valuable materials, and create more sustainable industrial ecosystems.

India has made meaningful progress in strengthening awareness around sustainability, recycling, and environmental responsibility over the past decade. Significant efforts are being made to formalise the recycling sector through improved infrastructure, technology adoption, policy implementation, and broader stakeholder participation. These developments are creating a stronger foundation for responsible waste management and resource recovery across the country.

However, achieving long-term environmental impact requires collaboration from all stakeholders. Industries, policymakers, technology providers, and communities must work together with greater accountability to strengthen recycling ecosystems, encourage responsible waste management practices, and create sustainable outcomes through consistent execution rather than temporary interventions.

As someone closely associated with the recycling industry, I firmly believe that technology will play a decisive role in addressing future environmental challenges. Advanced recycling systems have the potential to recover valuable resources, reduce pollution, minimise landfill burdens, and conserve energy, creating a more sustainable future for generations to come. This belief is deeply reflected in Fornnax’s motto, “Committed to Create a Green Future,” which embodies our commitment to building long-term environmental value through innovation and responsible action.

At the same time, technology alone cannot deliver meaningful change. Real progress requires intent, awareness, participation, and a shared sense of responsibility. Sustainable development can only be achieved when innovation is supported by collective action and a genuine commitment to environmental stewardship.

On this World Environment Day, let us move beyond conversations and take meaningful steps towards creating a cleaner, greener, and more sustainable planet. By embracing innovation, strengthening recycling ecosystems, and acting responsibly today, we can create lasting environmental impact and secure a better future for generations to come.

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Concrete

Dalmia Bharat Acquires Jaiprakash Associates Cement Assets for ₹2,850 Crore

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Dalmia Cement executed a Business Transfer Agreement with Jaiprakash Associates and Adani Infra, to acquire 5.2 MnTPA of cement capacity across Madhya Pradesh and Uttar Pradesh.

Dalmia Cement (Bharat) announced on May 22, 2026 that it had signed a Business Transfer Agreement with Jaiprakash Associates Limited and Adani Infra (India) Limited for the acquisition of cement plants located at Rewa in Madhya Pradesh and Churk, Chunar and Sadwa in Uttar Pradesh. The deal was struck at an enterprise value of ₹2,850 crore and is expected to close within two weeks of execution.

The acquired assets from Jaiprakash Associates include 5.2 MnTPA of cement capacity and 3.3 MnTPA of clinker capacity. The package also covers 99 MW of thermal power capacity and railway sidings at Rewa, Chunar, and a common siding at Churk. This infrastructure gives the acquisition immediate operational utility beyond just production tonnage.

The transaction has a long backstory. Dalmia Cement had originally entered into a framework agreement with Jaiprakash Associates in December 2022, covering the sale of these business assets along with a long-term clinker supply arrangement. However, before the deal could be completed, Jaiprakash Associates was admitted to insolvency proceedings under the Insolvency and Bankruptcy Code. The earlier agreements could not be consummated as a result.

In an official statement, Puneet Dalmia, Managing Director & CEO, Dalmia Bharat, said, “I am very excited about addition of these assets in our portfolio. This serves as a great strategic fit for Dalmia. It helps us move forward in our journey to be a pan India player and provide a strong head start to serve the high potential markets in Central region. I am optimistic that the expansion potential of these assets along with close proximity with Dalmia’s captive mines will help us create a capacity hub for the future”.

Following the approval of Adani Group’s resolution plan for Jaiprakash Associates under the IBC framework, Dalmia approached the new management to revive discussions. The fresh Business Transfer Agreement was executed to settle all pending disputes, legal proceedings, and arbitration matters arising from the original framework agreement with Jaiprakash Associates.

Expanding market reach

Dalmia added, “Our familiarity with these assets under the earlier tolling arrangement gives us a deep understanding of the facilities and helps us establish strong connect with channel partners and vendors. We believe that this will help us in faster ramp up of capacities and quicker inroads into the market. As we look forward, I am very confident that we will be able to leverage the strengths of Dalmia to operate these assets in a manner where we can maximise value creation for all our stakeholders.”

With the addition of these plants, Dalmia Bharat’s total installed cement capacity will rise to 54.7 MnTPA upon consummation. The company has further expansion projects underway at Belgaum, Pune, and Kadapa, which are expected to take overall capacity to 66.7 MnTPA by Q2 to Q3 FY28.

The Central India location of the Jaiprakash Associates plants gives Dalmia Bharat faster access to markets in Madhya Pradesh and Uttar Pradesh than a greenfield build would have allowed. The company also cited debottlenecking and brownfield expansion as near-term opportunities at the acquired sites. Dalmia Bharat said the assets were expected to contribute positively to EBITDA and overall returns, given the pricing environment in the region and the company’s cost structure.

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