Economy & Market
Our campaigns reinforce premiumisation
Published
10 months agoon
By
admin
Sushrut Pant, Head – Marketing, Shree Cement, shares how strategic branding, trust-building, and sustainability are redefining buyer preference in a commodity-driven cement market.
Shree Cement is proving that brand power can drive preference, loyalty, and premiumisation. In this conversation, Sushrut Pant, Head – Marketing, shares how the company’s “Build Smart” philosophy blends trust, sustainability, and regional connect to reshape buyer choices.
How has branding influenced buyer preference in the cement market?
In a traditionally price-sensitive, commodity-driven market like cement, branding has emerged as a powerful differentiator. At Shree Cement, we’ve redefined this space through our Master Brand Bangur and the “Build Smart” philosophy, transforming cement from a generic input into a symbol of quality, trust and innovation.
Our approach blends emotional storytelling with functional delivery. Campaigns like “Solid Ghar Sirf Bangur” tap into the pride and aspirations of Individual Home Builders (IHBs), helping them connect with the idea of building something enduring. Similarly, during the general elections, we launched “Vote Solid, Desh Solid”, which drew a parallel between responsible voting and choosing a solid cement brand resulting in over 17 lakh pledges through an interactive digital experience. At the same time, strategic branding has helped build emotional equity with contractors, engineers, dealers and masons encouraging preference beyond price. Regional outreach, omni-channel engagement, and purposeful brand activations have improved visibility, driving conversion and long-term loyalty. This shift from transactional buying to brand-led preference is also validated by the successful introduction of premium offerings like Bangur Magna, Bangur Marble and Bangur Roofon aligned with evolving customer needs and aspirations.
What role does trust play in your brand’s positioning strategy?
Trust is the cornerstone of Shree Cement’s brand positioning. In a segment where product parity is high, trust becomes the strategic lever that ensures brand loyalty and long-term value. We nurture it through consistent product performance, customer support and transparent governance. Our IHB-focused campaigns are designed to build confidence. For instance, our customer care centre and educational content on our website ensure we are always-on support partners, not just product providers. We also work closely with trusted influencers contractors, engineers and masons who amplify our brand promise credibly on-ground. Additionally, our ESG-driven initiatives such as Project Naman and a 56 per cent renewable energy mix demonstrate our commitment to responsible growth reinforcing trust across all stakeholder groups from customers to investors.
How do you balance price competitiveness with premium brand perception?
We strike a deliberate balance between price competitiveness and premium positioning by focusing on value creation, not just price points. While our offerings remain affordable for a wide customer base, products like Bangur Magna, Bangur Marble and Bangur Roofon command a premium of Rs.30–40 per bag, backed by superior quality and performance, giving us significant gains in contribution to business. Rather than engaging in discount-led volume play, we emphasise “right pricing” to maintain healthy margins and brand equity. Our supply chain efficiencies and scale enable us to deliver value while controlling costs. Our campaigns reinforce this premiumisation through clear storytelling, how Bangur Magna ensures concrete strength even with suboptimal sand or water, and how Bangur Roofon addresses the critical concern of roof durability in Indian homes. This dual approach allows us to address both the cost-conscious and quality-seeking consumer segments effectively. Additionally, we have introduced home-building support services for Individual Home Builders (IHBs) through our website and customer care channels, leading to increased traffic, improved conversions, and greater premiumisation.
In what ways has your branding evolved with the shift towards green cement?
Sustainability is no longer a side narrative; it is central to our brand. Our master brand identity Bangur has evolved to embed eco-consciousness within our “Build Smart” philosophy, reflecting both responsibility and innovation. We highlight our use of alternative fuels, WHR systems and renewable power through communications that resonate with environmentally aware customers. Campaigns and product messaging showcase this green transformation, positioning Bangur Magna not only as high-performance but also as an eco-conscious choice. Our ESG rating of 70.8 and commitment to net-zero emissions by 2050 reflect the credibility behind our claims. Through our rebranded identity and sustainability-driven storytelling, we are reaching consumers who seek both quality and conscience in their purchase.
How important is regional branding in a diverse market like India?
Regional branding is essential in India’s diverse market landscape. Shree Cement tailors its communication to regional languages and cultural nuances to build local relevance and trust, especially in semi-urban and rural areas. We use platforms like Doordarshan, traditional media and wall paintings in construction clusters to ensure deep regional penetration. This is supported by strong dealer relationships and culturally aligned messaging, enabling greater resonance than national media alone. By balancing national consistency with local customisation, we are building trust at the grassroots, an invaluable asset in a sector where familiarity
drives purchase.
What role does digital outreach play in reinforcing your brand identity today?
Digital is a game-changer for us. It complements TV and outdoor media by enabling targeted storytelling and two-way engagement especially among IHBs and younger, tech-savvy buyers. Our digital ecosystem spanning the website, social media, and customer care centre has seen rising engagement. Campaigns like “Asli Diwali, Apne Ghar Wali” which invited over 13 lakh people to take a “Ghar ka Sankalp” demonstrate how we blend emotion, interactivity and purpose digitally. We also track engagement through data analytics to sharpen our outreach and measure effectiveness. Digital outreach is no longer a support tool it’s a strategic pillar of brand-building.
How do you measure ROI of brand-building activities?
We take a 360-degree approach to measuring ROI, balancing financial metrics with brand perception tools. Key KPIs include revenue growth, market share and operating margins (EBITDA). On the brand front we use NPS digital engagement analytics and brand tracking studies to evaluate awareness, preference and customer satisfaction. Campaign effectiveness is further measured through reach pledge counts (as seen in Vote ka Vachan) and post-campaign lead generation. This integrated ROI model helps align brand strategy with business performance.
Has branding helped you command better dealer loyalty?
Yes, significantly. Branding has helped deepen our dealer relationships and expand market share. Our 17,000+ dealer network benefits from consistent product supply, education support and region-specific brand campaigns. We invest in on-ground activations, masons meets, contractor workshops, site visits to ensure dealers and influencers become brand advocates. This ecosystem support has strengthened trust and loyalty. Despite industry headwinds we’ve reported record sales volumes driven by increased demand for premium offerings and high brand recall. It’s a validation of how branding when done right not only builds preference but also fuels business growth.
Concrete
Cement Makers Reaffirm Commitment to Sustainable Growth
Published
3 days agoon
June 5, 2026By
admin
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.
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.
Concrete
Dalmia Bharat Acquires Jaiprakash Associates Cement Assets for ₹2,850 Crore
Published
2 weeks agoon
May 25, 2026By
admin
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.
Cement Makers Reaffirm Commitment to Sustainable Growth
Building a Greener Future Together
JK Lakshmi Advances LC3 Cement Expansion
Burnpur Cement Reports Standalone Net Loss Of Rs 207.4 Million
Ramco Cements Campaign Wins Six Kyoorius Honours
Cement Makers Reaffirm Commitment to Sustainable Growth
Building a Greener Future Together
JK Lakshmi Advances LC3 Cement Expansion
Burnpur Cement Reports Standalone Net Loss Of Rs 207.4 Million

