Economy & Market

Microgrids can transform cement plant energy sourcing

Published

1 year ago

September 10, 2025

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Dr Avijit Mondal, Deputy General Manager (DGM), NTPC Energy Technology Research Alliance (NETRA), NTPC, explains in detail how power sector innovations are opening new frontiers for energy-intensive industries like cement.

As the cement sector seeks pathways to efficiency and decarbonisation, lessons from the power sector—particularly thermal and renewable energy research—are becoming indispensable. Dr Avijit Mondal, Deputy General Manager, NTPC Energy Technology Research Alliance (NETRA), NTPC, shares how innovations ranging from microgrids and biomass co-firing to CO2-to-methanol pilots and CFD modelling are reshaping cement plant energy sourcing. In this conversation, he outlines a roadmap where power plant technologies and cement operations converge to deliver cleaner, more reliable and cost-efficient production.

How does research in thermal power plants drive energy efficiency for heavy industrial loads such as cement?
Cement is India’s second-largest industrial power consumer, and every kilowatt-hour saved or sourced from cleaner energy directly lowers the cost of clinker production. Research and development in thermal power plants (TPPs) plays a critical role in achieving these gains, delivering benefits through high-efficiency generation, flexible operation, improved power quality and integrated carbon management. Most importantly proper combustion in boilers (thermal power plants) creates good quality fly ash (bottom ash), which is an important raw material for the cement industry.
Advancements such as supercritical and ultra-supercritical steam cycles, improved turbine designs and auxiliary systems with variable frequency drives on feedwater, induced-draft, and forced-draft fans lower heat rates by 1.5 per cent to 3 per cent, reducing both grid emission factors and delivered tariffs-especially during off-peak hours. Ultra-low-load stable operation enables cement plants to shift energy-intensive processes such as finish grinding and mine operations to off-peak night hours, reducing power costs. R&D in coal-quality handling-using on-belt analysers and AI-driven blending-enhances steam generator stability, reducing ramp losses and improving heat rates, which in turn minimises power price volatility for industrial users.
Power quality research, including stat-coms, synchronous condensers and harmonic filters, stabilises voltage and frequency for large drives, reducing motor losses, tripping incidents and rework in cement operations. Flexible load management and industrial demand response strategies co-developed with utilities-such as automated compressor/crusher set-backs and ‘grind-at-night, burn-by-day’ schedules-help align cement energy use with renewable-rich periods. On the thermal side, TPP waste-heat recovery concepts, air preheaters and regenerative exchangers have been adapted for cement kilns, enabling exhaust gas recovery for process heat or captive power.
Parallel work in low-NOx combustion, biomass co-firing and fuel preparation optimises kiln firing efficiency, while digitalisation and predictive analytics, pioneered in TPP operations, enhance process control, maintenance scheduling, and energy loss detection in cement plants. Cogeneration models allow direct supply of steam or heat from nearby TPPs, and joint carbon capture and utilisation research offers pathways to mineralise captured CO2 in cement or use it in curing, further reducing emissions.
The combined effect of these interventions is substantial: incremental heat-rate improvements alone can lower grid CO2 intensity by 20-40 g/kWh, while smart time-of-use alignment can cut plant power costs by 2 per cent to 4 per cent. Together, these innovations lower specific energy consumption, improve process stability, and make cement manufacturing more cost-competitive and sustainable.

What innovations in microgrids or Solar/BESS could benefit cement power sourcing microgrid architecture for cement?
Cement manufacturing is among the most energy-intensive industrial processes, with continuous high loads from kilns, grinding mills, crushers and conveyors. Integrating a hybrid behind-the-meter microgrid offers a powerful solution to improve energy efficiency, reduce power costs, and enhance operational resilience. A typical integrated cement plant can deploy a hybrid system comprising 8-15 MWp of rooftop and ground-mounted solar PV, 8-25 MW of waste heat recovery (WHR) capacity, and a Battery Energy Storage System (BESS) sized for 15-30 minutes of peak plant load. In this configuration, solar PV supplies the daytime base load for processes like grinding and material transport, WHR delivers steady baseload power for kiln and cooler exhaust, and BESS handles ramping and flicker control. The BESS also enables peak shaving during kiln starts or crusher surges, provides frequency and VAR support to safeguard large variable frequency drives (VFDs), smooths renewable fluctuations to stabilise kiln induced-draft (ID) control, and offers black-start capability for captive power systems.
The system is coordinated by an advanced Energy Management System (EMS) with process awareness. This EMS forecasts solar generation and plant load, dynamically reschedules non-critical operations such as mills, packing lines and mine conveyors into solar-rich periods, and isolates the kiln and calciner from disturbances. It can also manage load shifting strategies, such as ‘grind at day, burn at night,’ aligning with renewable-rich grid periods.
Recent innovations in industrial-scale BESS include long-duration storage (4-8 hours) to cover full or partial shifts on solar and WHR, and high-C-rate batteries capable of handling sudden restarts or process surges. Some plants also deploy DC-coupled PV + BESS configurations, which reduce inverter losses and improve round-trip efficiency compared to AC-coupled systems. Capturing curtailed renewables by storing excess solar or wind energy in BESS or using it for low priority loads such as precursing further enhances system value.

Supporting infrastructure includes microgrid-ready switchgear and fast-transfer/static breakers to enable seamless islanding from the grid without tripping large motors. The architecture supports multiple operating modes:

Grid-Connected Optimised Mode: Minimises grid draw during peak tariff hours.
Island Mode: Operates on WHR + Solar + BESS during grid outages.
Peak Shaving Mode: Uses BESS to offset short-term spikes, reducing demand charges.
Load Shifting Mode: Aligns high-energy processes with solar availability.

Impact: Field implementations show 18 per cent to 28 per cent reductions in grid imports, 3 per cent to 6 per cent lower specific power costs, improved power quality (fewer nuisance trips), and measurable gains in kiln uptime. By combining solar, WHR, storage and intelligent control, microgrids can transform cement plant energy sourcing into a cleaner, more reliable and more cost-effective system.

How does a flue-gas CO2-to-methanol pilot translate to process efficiencies?
A flue-gas CO2-to-methanol pilot can translate into process efficiencies for both power plants and the cement industry in ways that go beyond just making methanol-it can also improve energy utilisation, plant integration and operational flexibility.

Here’s the breakdown in context:

A. Productive Use of a Waste Stream

Traditional: Flue gas CO2 is a liability-needs to be vented or captured and stored, consuming energy without direct revenue.
With CO2-to-Methanol: CO2 becomes a feedstock for a value-added product (methanol), effectively monetising a waste stream.
Efficiency Link: This improves the overall resource efficiency of the plant because the carbon in the fuel/raw material is not wasted but transformed into a marketable chemical.

B. Integration with Heat and Power Flows

The hydrogen for methanol synthesis (via water electrolysis) requires significant electricity, ideally from renewable or low-cost surplus power.
In power plants: The process can use low-grade waste heat from turbines or economisers to preheat CO2/H2 streams, reducing compression and reaction energy.
In cement plants: Kiln and clinker cooler waste heat can play the same role, allowing higher overall thermal efficiency without disrupting clinker production.

C. Smoothing Power Plant Load and Improving Capacity Factor

Electrolysers for H2 production can act as a flexible load:
Ramp up when grid demand is low or renewable generation is high.
Ramp down when power demand is high.
Benefit for TPPs: Reduces the need for inefficient low-load operation and enables steadier turbine efficiency.

Benefit for cement plants: If tied to an on-site WHR + PV/BESS microgrid, it can soak up excess renewable/WHR power during low cement demand periods.

D. Synergy with Flue Gas Conditioning

The CO2 capture step for methanol production often includes flue gas cleaning (removing SOx, NOx, particulates).
This upgrades the quality of flue gas, which can reduce corrosion/fouling in downstream WHR boilers, improving plant availability and heat recovery efficiency.

E. Reduction in Carbon Intensity

Power sector: Each tonne of CO2 converted to methanol lowers net emissions, improving compliance with carbon pricing or emission norms.
Cement sector: Reduces CO2 intensity per tonne of clinker by diverting a portion of process emissions into methanol synthesis.

F. Methanol as a Circular Energy Carrier
The methanol produced can be:

Sold as a chemical feedstock or marine fuel.
Used internally in dual-fuel boilers/turbines for backup power.

This creates an energy loop-CO2 captured from flue gas ? methanol ? reconverted to energy when needed, improving energy storage and fuel flexibility.

Can biomass co-firing methods from power plants be customised for cement kilns?
Yes-adaptation is practical, with kiln-specific care:

Transferable learnings from utility co-firing

Feedstock prep: Size reduction, torrefaction/pelletising, moisture control ? stable feeding through calciner/kiln burners.
Metering and pneumatics: Proven dosing/air-assist systems maintain steady thermal input and flame shape.
Chlorine/alkali management: Power-plant protocols for fuel qualification apply directly; in cement, they also protect clinker quality and rings.
Cement-specific customisations
Burner tuning: Biomass raises volatiles and lowers flame temperature; adjust primary/secondary air, swirl, momentum to avoid over-penetration or CO spikes.
Ash chemistry: Track K2O/Na2O/Cl and P2O5 to manage coating and alite formation; limit certain agri residues unless pre-leached or blended.
Where to fire: Higher substitution is often easier in the calciner than main burner; start 10 per cent to 20 per cent TSR in calciner, step up with monitoring.
Outcomes: 15 per cent to 35 per cent thermal substitution is realistic with prepared biomass; 1 per cent to 4 per cent specific heat consumption (SHC) reduction from improved combustion stability and moisture trimming.

How does CFD modelling optimise combustion for lower fuel use and emissions?
Computational Fluid Dynamics (CFD) has emerged as an indispensable tool for optimising energy efficiency, combustion stability, and emissions control in cement manufacturing. By simulating the three-dimensional flow dynamics and combustion chemistry inside the kiln, calciner, tertiary air ducts, and burners, CFD provides a deep, visual understanding of how gases, fuels and solids interact. These insights enable targeted design improvements and operational fine-tuning, ultimately reducing energy consumption and extending equipment life.
Design and operational applications. CFD modelling allows engineers to evaluate and optimise critical parameters including:

Burner Quarles and Jet Geometry: Adjusting jet angles, swirl intensity, and momentum ratios for ideal flame characteristics.
Airflow Distribution: Balancing secondary and tertiary air splits to match process demand.
Calciner Staging: Sequencing combustion zones to maximise calcination efficiency.
SNCR/AFR Injection Points: Locating selective non-catalytic reduction systems and alternative fuel inlets for optimal mixing and burnout.

Efficiency and performance levers are identified through CFD

Burner Optimisation: Tailoring swirl and jet momentum to create a narrower, elongated flame enhances heat transfer to the kiln bed, delivering a 0.5 per cent to 2 per cent reduction in specific heat consumption (SHC).
Optimised Calciner Staging: Achieving complete calcination at reduced excess air levels cuts NO emissions by 15 per cent to 30 per cent while avoiding the energy penalties of over-firing.
Hot-Spot Mitigation: Detecting and eliminating localised high-temperature zones prevents ring formation and coating build-ups, extending refractory life and improving uptime-a significant indirect energy saving.
Strategic AFR Placement: Injecting late-volatile alternative fuels in zones with the right oxygen and temperature balance avoids CO spikes and unburnt fuel losses.

The power of CFD lies not only in simulation but also in validation and integration. Best practice involves confirming model predictions through on-site measurements, including kiln hood and calciner thermography, CO/NOx traverses, and clinker microscopy. Once validated, these insights can be locked into operations using Advanced Process Control (APC) systems, ensuring consistent, long-term efficiency gains.

What role will hydrogen technologies play in decarbonising heavy industries?
Near-term actions (0-5 Years)

Hydrogen Enrichment of Burners (5 per cent to 20 per cent): Enhance flame stability and precision, enabling higher biomass and alternative fuel (AFR) substitution without incurring CO emissions penalties.
Green Oxygen Integration: Use oxygen generated from electrolysers to reduce excess air requirements and achieve better stoichiometric control, lowering NOx formation.
Power-to-Heat Applications – Deploy electro-boilers and electric dryers for plant auxiliaries in solar-rich regions, freeing up fossil-fuel-derived heat for the kiln.
Medium-term actions (5-10 Years)
Hydrogen-Ready Burners: Install kiln and calciner burners designed for high hydrogen blends, with ammonia used as a hydrogen carrier and cracked near the point of use.
E-Fuels Co-Firing: Incorporate e-methanol or e-syngas to provide dispatchable, low-carbon thermal energy.

How are ash or waste-heat recovery (WHR) technologies from power plants applicable to cement production?
Ash utilisation

Fly Ash in Blended Cements (PPC/PSC): Substituting 25 per cent to 35 per cent clinker with fly ash significantly reduces thermal load and CO2 intensity. Performance depends on Loss on Ignition (LOI), fineness, and phase composition; selectively harvested dry-silo ash offers the most consistent quality.
Bottom Ash / Pond Ash: Usable in certain
products after classification and grinding, though attention is needed to control unburnt carbon and contaminants.
FGD Gypsum: Flue Gas Desulphurisation gypsum from power plants provides a dependable alternative to natural gypsum for setting regulation.

Waste heat and power integration
• Cement WHR Systems: Using AQC/SP boilers with steam turbines or Organic Rankine Cycle (ORC) units typically recovers 20-35 kWh/t clinker. Best practice involves applying utility pinch-analysis learnings, controlling fouling,
and optimising condenser pressure for uptime and efficiency.
• Cross-Industry Synergies: Co-location with power plants enables use of their low-grade heat (or CO2 capture waste heat) for pre-drying alternative fuels or raw mix; conversely, WHR output from cement plants can supply auxiliary loads during grid peak demand.
• Circular Economy Benefits: Combining ash and FGD gypsum utilisation closes the mineral loop, while WHR and low-grade heat recovery close the energy loop-together lowering Specific Heat Consumption (SHC) and Scope 1 and 2 emissions.
A practical 6-step roadmap for cement plants
• Step 1: Energy Mapping and Pinch Analysis: Assess kiln, calciner, mills, and auxiliaries to identify 1 per cent to 3 per cent SHC savings.
• Step 2: CFD and Advanced Process
Control: Optimise burner, calciner, and AFR injection points for improved efficiency and emissions control.
• Step 3: Solar-WHR-BESS Microgrid: Implement process-aware Energy Management Systems to achieve 15 per cent to 20 per cent peak-shaving.
• Step 4: Biomass/AFR Scale-Up: Apply fuel-lab testing protocols to safely reach 20 per cent to 30 per cent Thermal Substitution Rate (TSR) in the calciner first.
• Step 5: CO2-to-X Pilots: Integrate heat
cascade systems and O2 reuse where green power is accessible.
• Step 6: Power-Sector Partnerships: Secure agreements for deep-turndown tariffs, power-quality guarantees, and consistent Class-A fly ash and FGD gypsum supply.

With contribution from Dr Gaurav Richhariya,
Executive R&D (Ash Technology), NTPC Energy Technology and Research Alliance (NETRA), NTPC.

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ABB Extends Drive Lifespan at ACC Cement Plant Without Production Shutdown

Published

2 hours ago

November 12, 2026

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ABB reconditions 25 drives at ACC’s Jamul cement plant, avoiding 16 tonnes of CO₂ emissions while improving reliability through predictive maintenance.
Chhattisgarh

ABB has signed a multi-year Motion OneCare service agreement with ACC Limited, part of the Adani Group, to modernise ageing industrial drives at its Jamul cement plant in Chhattisgarh, improving operational reliability while avoiding approximately 16 tonnes of carbon dioxide (CO₂) emissions without disrupting production.

Announced on 27 October 2026, the agreement combines scheduled drive reconditioning, digital condition monitoring and energy appraisals to extend equipment lifespan, improve plant uptime and optimise maintenance costs. The initiative marks a shift from conventional equipment replacement towards a more resource-efficient approach to industrial asset management.

The first phase, completed in April 2026, involved the on-site reconditioning of 25 ABB ACS800 variable speed drives without a major plant shutdown. By retaining the existing cabinets and restoring the drive modules rather than replacing entire panels, ABB helped ACC preserve capital investment, minimise material consumption and avoid approximately 16 tonnes of CO₂ emissions.

A second phase, covering an additional 25 ACS800 drive modules, is scheduled for the fourth quarter of 2026. The programme is designed to improve long-term equipment reliability while allowing maintenance activities to be aligned with the plant’s operational schedules.

The ACS800 drives, installed at Jamul in 2010, had delivered more than a decade of near-continuous service in demanding cement manufacturing conditions. However, ageing electrical components and changing fault patterns had begun to affect their ability to meet the plant’s reliability requirements.

Rather than opting for complete equipment replacement, ACC engaged ABB’s certified engineers to conduct a comprehensive asset health assessment. The evaluation found that the existing cabinets and enclosures remained structurally sound, making targeted reconditioning a technically viable and cost-effective alternative to full replacement.

Drawing on nearly two decades of experience with ACC’s equipment and operating requirements, ABB developed a maintenance framework tailored to the plant’s shutdown windows, budget cycles and production priorities.

The Motion OneCare agreement incorporates planned equipment restoration, condition-based monitoring and energy assessments, enabling ACC to adopt a more systematic approach to maintaining critical electrical infrastructure.

As part of the programme, ACC has implemented ABB Ability™ Digital Powertrain Insights to monitor drive performance and identify emerging operational issues before they result in equipment failures.

The digital platform provides continuous visibility into parameters such as temperature, current, vibration and fault patterns. These insights allow maintenance teams to detect early signs of equipment deterioration, schedule interventions more effectively and reduce the likelihood of unexpected downtime.

Amit Gupta, Local Division Manager, Motion Services, ABB India, said: “We know what unchecked wear costs over time: a small inefficiency that eats away at ROI for years. At Jamul, the evidence pointed clearly to assets with productive life still in them.”

“Our job was to restore them properly and give the team the tools to stay ahead of the next problem. At ABB, we don’t just fix what fails. We want to protect what works.”

The initiative also demonstrates the growing relevance of circular economy principles in cement manufacturing, where extending the service life of existing industrial equipment can reduce capital expenditure, material consumption and the environmental impact associated with manufacturing replacement components.

According to ABB, drive reconditioning can reduce lifecycle emissions by 50 to 80 per cent compared with complete equipment replacement. By preserving functional components and restoring critical modules, the process helps retain the economic and material value of existing industrial assets.

The addition of energy appraisals in subsequent phases will further expand the programme beyond equipment restoration, enabling ACC to assess drive performance, identify energy-saving opportunities and improve operating efficiency.

For cement manufacturers, variable speed drives play an important role in controlling motors and optimising energy consumption across production processes. Maintaining their reliability and efficiency is essential for minimising operational disruptions and managing electricity costs.

Vinod Bahety, CEO – Cement Business, Adani Group, said: “Moving from reactive firefighting to a structured maintenance plan was exactly what this operation needed. That kind of peace of mind doesn’t come easily. It comes from a partner that understands how your business runs.”

“We didn’t need a full system overhaul; we needed expert support, actionable insights, and a plan we could execute around our schedule. That’s what we got.”

The project supports ACC’s broader strategy to improve manufacturing efficiency through digital transformation, preventive maintenance and sustainable asset management.

ACC, a subsidiary of Ambuja Cements and part of the Adani Group, operates 20 cement manufacturing facilities and 119 ready-mix concrete plants across India. The company has been advancing initiatives focused on renewable energy, circular economy practices and technology-driven operational improvements.

Alongside Ambuja Cements, ACC is part of a large-scale building materials business committed to achieving net-zero emissions by 2050, with near-term and net-zero targets validated by the Science Based Targets initiative (SBTi).

The Jamul initiative aligns with these sustainability objectives by demonstrating how equipment life extension and digital monitoring can contribute to resource efficiency without requiring large-scale replacement of existing infrastructure.

ABB, a global technology company specialising in electrification and automation, brings more than 140 years of industrial expertise and employs approximately 110,000 people worldwide. Its Motion Services business supports industrial customers through equipment maintenance, modernisation, digital monitoring and lifecycle management solutions.

The agreement also reflects a wider shift in industrial maintenance practices, with manufacturers increasingly adopting predictive technologies to improve equipment availability, manage costs and reduce unplanned shutdowns.

With 25 drives already reconditioned and another 25 scheduled for restoration, ABB’s collaboration with ACC illustrates how targeted modernisation, digital monitoring and circular maintenance practices can extend the operational life of critical equipment while supporting more efficient and sustainable cement production.

Concrete

ABB Drives Digital Transformation at TCI MAX Cement Plant in J&K

Published

2 hours ago

November 12, 2026

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ABB deploys advanced process control at TCI MAX’s Srinagar cement plant to improve clinker quality, energy efficiency and sustainable manufacturing.

Kashmir

ABB has deployed its advanced process control technology at TCI MAX Cement’s Srinagar facility in Jammu and Kashmir, marking the region’s first reported implementation of advanced process control (APC) in cement manufacturing and strengthening efforts towards more efficient, digitally enabled production.

Announced on 5 November 2026, the deployment of ABB Ability™ Expert Optimizer at the facility, operated by Trumboo Industries Pvt. Ltd., aims to improve process stability, clinker quality, energy efficiency and overall plant productivity. The implementation forms part of TCI MAX’s strategy to modernise its manufacturing operations through automation and digital technologies.

Following the integration of ABB’s advanced process control solution and supporting IT infrastructure, TCI MAX has reported improvements in operational productivity, product quality and sustainability-related performance indicators. The technology focuses on optimising the cement pyro process, a critical stage of production involving high-temperature processing and clinker formation.

Waseem Ahmed Trumboo, Director, Trumboo Industries Pvt. Ltd., said: “Introducing advanced process control at TCI MAX is an important step in how we are evolving our operations. Our focus is on improving the stability and efficiency of our processes while maintaining consistent clinker quality. We have been encouraged by the performance of the solution during commissioning and by the support from the ABB team, and we look forward to realizing its full potential.”

ABB Ability™ Expert Optimizer combines advanced process control, model predictive control (MPC) and artificial intelligence (AI) to continuously monitor and optimise manufacturing operations. By analysing process conditions, predicting operational behaviour and automatically adjusting key parameters, the system enables more consistent production while reducing process variability.

In cement manufacturing, maintaining stable pyro-processing conditions is essential for achieving uniform clinker quality and optimising thermal energy consumption. Fluctuations in operating parameters can affect fuel efficiency, production output and product consistency.

The deployment is designed to address these challenges through real-time process optimisation, helping operators maintain more stable kiln operations while improving the utilisation of fuel, electricity and raw materials.

Kapil Agarwal, Senior Vice President and Local Division Manager, Process Industries Division, ABB India, said: “Cement producers are increasingly looking to adopt digital technologies to achieve greater consistency and efficiency while addressing their sustainability priorities. ABB Ability™ Expert Optimizer brings advanced process control and deep cement process expertise together to help operators make their processes more stable and efficient. We are pleased to support TCI MAX as it takes this important step in its digital transformation.”

The technology also supports sustainability objectives by optimising fuel consumption, improving electrical energy efficiency and minimising process waste. More stable operations can contribute to lower energy intensity and reduced emissions associated with cement production.

For TCI MAX, the investment represents a move towards data-driven manufacturing, where automated control systems complement operator expertise to improve production performance and operational reliability.

The implementation is particularly significant for Jammu and Kashmir’s cement industry, as it introduces advanced process optimisation technology to a regional manufacturing facility. Its deployment could demonstrate the potential for wider adoption of digital automation across cement plants seeking to modernise their operations.

The project builds on ABB’s experience in delivering advanced process control solutions to cement manufacturers worldwide. Through the integration of industrial automation, predictive technologies and process engineering expertise, the company supports manufacturers in improving resource efficiency and maintaining consistent production quality.

As cement producers face increasing pressure to manage energy costs, improve productivity and reduce their environmental footprint, technologies such as AI-enabled process control and predictive optimisation are becoming important components of plant modernisation strategies.

ABB’s Expert Optimizer provides a platform for addressing these priorities by enabling automated adjustments based on changing process conditions, reducing reliance on manual intervention and supporting more efficient plant operation.

ABB, a global technology company specialising in electrification and automation, has more than 140 years of industrial experience and approximately 110,000 employees worldwide. Its Automation business employs around 26,000 people and provides technologies and services across process, hybrid and maritime industries.

The TCI MAX deployment reinforces ABB’s growing role in the digital transformation of cement manufacturing in India, where improving process efficiency and reducing energy consumption remain critical to the industry’s long-term sustainability.

With the advanced process control system now implemented at its Srinagar facility, TCI MAX aims to build on the initial operational improvements and further optimise production efficiency, clinker consistency and environmental performance.

Concrete

Ramco Cements’ Hard Worker Wins Eight Awards at ‘Love of Advertising Awards 2026’

Published

3 hours ago

November 12, 2026

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Ramco Cements’ Hard Worker brand wins eight awards for excellence in advertising, packaging and brand identity at the Love of Advertising Awards 2026.

Hyderabad

The Ramco Cements Limited’s construction chemicals brand, Hard Worker, has secured eight awards at the Love of Advertising Awards 2026, recognising its creative excellence across television, digital advertising, packaging design and brand identity.

Organised by the Advertising Club of Trivandrum, the awards were presented at a ceremony held at The Leela Raviz, Kovalam, on 24 October 2026. The recognition highlights Hard Worker’s integrated marketing strategy and its efforts to establish a distinctive presence in India’s competitive construction chemicals market.

The eight awards span multiple creative categories, reflecting the brand’s approach to combining product-focused communication with engaging storytelling, humour and innovative design. Through its campaigns, Hard Worker has sought to simplify technical product benefits and make construction chemicals more accessible and relatable to consumers and construction professionals.

Built around the philosophy of “Hard-working products for hardworking people”, the brand focuses on communicating practical product advantages through memorable advertising narratives while maintaining a consistent identity across different marketing platforms.

Its campaigns for Ramco Hard Worker Eco Plaster and Tile Fix have been central to this approach. The Eco Plaster campaign highlights water conservation through the product’s self-curing properties, positioning it as a solution that supports more efficient construction practices. Meanwhile, Tile Fix promotes specialised tile-fixing solutions by presenting their practical benefits through relatable situations and creative storytelling.

Beyond advertising, Hard Worker has invested in distinctive packaging and brand identity development to improve product recognition and maintain consistency across customer touchpoints. This integrated approach has helped the brand differentiate itself in a category where marketing communication has traditionally focused on technical specifications and functional performance.

A V Dharmakrishnan, CEO, Ramco Cements, said, “Winning eight awards at the Love of Advertising Awards is a proud moment for Ramco Cements and the Hard Worker team. We believe that building a strong brand requires not only quality products but also the ability to communicate their value in a compelling and differentiated manner. Hard Worker’s journey reflects our commitment to combining product performance with innovative marketing to create meaningful connections with our customers and strengthen our presence in the construction chemicals market.”

The recognition comes as building materials manufacturers increasingly focus on brand differentiation, product awareness and customer engagement to strengthen their position in the construction chemicals segment.

By using humour and storytelling to explain product applications and benefits, Hard Worker aims to bridge the communication gap between technical construction solutions and the practical requirements of contractors, applicators and end-users.

Balaji K. Moorthy, Executive Director – Marketing, Ramco Cements, said, “Hard Worker was conceived to bring a fresh perspective to the construction chemicals category, where product communication has traditionally been functional and technical. Our endeavour has been to break through the clutter with distinctive ideas, humour and storytelling, while keeping the product proposition at the heart of every campaign. The recognition across TV and digital advertising, packaging design and brand identity design demonstrates our integrated approach to building the brand. These eight awards are an encouraging recognition of the creative thinking and collaborative effort behind Hard Worker’s marketing initiatives.”

The awards add to Hard Worker’s growing portfolio of creative recognitions and reinforce Ramco Cements’ emphasis on integrating product innovation with strategic marketing.

The brand’s communication initiatives also reflect a wider shift in the construction materials industry, where manufacturers are increasingly adopting consumer-focused marketing strategies to improve product understanding and strengthen relationships with construction professionals.

With its portfolio of construction chemicals, Hard Worker aims to address evolving requirements for durability, application efficiency and construction quality. Its marketing efforts seek to complement these product attributes by building stronger awareness and encouraging the adoption of specialised construction solutions.

Ramco Cements, one of India’s established cement manufacturers, operates across cement and allied building solutions. Through Hard Worker, the company is expanding its presence in the construction chemicals segment with products designed to enhance performance, quality and durability in modern construction applications.

The latest recognition strengthens Hard Worker’s brand visibility and underscores the growing importance of creative communication in promoting technical building materials. Ramco Cements intends to continue combining product development with distinctive marketing initiatives to support the brand’s growth in India’s construction chemicals market.