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Our branding distinguishes unique customer benefits

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What is the history of Nuvoco’s premium brands and how they have transformed over the years? How do you think your premium brands affected the top- and bottom-line?
At the outset, I would like to mention that in Nuvoco we do not look at a range in terms of "premium brands". Our endeavour is to understand customer needs and develop the right value added products and solutions for him. We refer to this range as value-added products (VAP) and expert care solution (ECS). Cement being a commodity; it has always been challenging for cement manufacturers to offer clear differentiation vis-a-vis competition. This is where an effective branding and marketing strategy play an important role. The skill lies not just in capturing a market and selling a product; but in creating a distinct brand space for it.

Nuvoco started its brand building journey since its inception in 1999. Concreto, today, is a Gold Standard for slag cement in the markets where it is available; consistently delivering the highest Brand Equity in the category over the last decade. While most brands choose to focus primarily on (clichTd) product features like strength and trust; each brand in the Nuvoco portfolio is clearly distinguished on either product propositions or unique consumer benefits. Void Reduction Technology (VRT), which strengthens a structure from within and increases its longevity, is a differentiating factor for Duraguard. While Concreto has its "5 Star Advantage" that translates into unique consumer benefits, and enables the users to construct "good homes" that reflect their value system in life.

Building cement brands like Duraguard, Concreto, Duraguard Microfiber, Infracem and Concrete brands like Agile, Artiste, Instamix, XLite, and others has taken consistent efforts, which have paid off in the medium to the long term. Any brand building takes place over a period of time, and that requires faith and persistence; even in the face of opposition or environmental setbacks. The benefits accrue over time and contribute significantly to the top and bottom-line.

What are Nuvoco’s premium cement as well as concrete brands and how do they promise to deliver better value over and above normal cement? Can you cite examples of value creation for company and customer through premium branding?

Nuvoco contributes to nation-building by providing innovative and world-class products and services, from home building, to infrastructure projects. Our brands enjoy high recall, and are a preferred choice for our customers.

Some of our acclaimed brands are:
Nuvoco’s "premium" cement brands:

Duraguard Microfiber is a newly launched, next-generation cement; comprising fibre technology, which results in structures with high strength, damp resistance and minimal cracks. It is PPC cement with a difference; it has the features of Duraguard enhanced with a unique Microfibre technology, which is a distinct differentiator.

Duraguard: is a Portland Pozzolana Cement (PPC), with unique and uniform particle size distribution. What makes it unique is its innovative production process, Void Reduction Technology (VRT), which enables it to create a highly dense concrete mix; thereby enhancing structural durability and making it resistant to cracks. It is perfectly suited for a variety of construction jobs, from building foundations to fixing tiles, from plastering to roof casting.

Concreto: a versatile and premium slag cement, is designed to highlight its five distinct advantages; namely Super strength, Best freshness, lightest colour, Superior finish and Assured quality; in addition to reiterating its Gold Standard position. Concreto is one of the best cement brands available in the Indian market. It exceeds all specifications by industry ratings and public consensus.

Value-added concrete brands:
Agile:
is a self-consolidating concrete and screed. Its free flowing property eliminates the need for vibration and allows easy placement; thereby reducing the number of pour points on a worksite. Agile’s easy fluidity allows for the perfect filling of all shapes; with high quality surface finish. Some of the projects where Agile has been used are World One (Mumbai) and Nazrul Tirtha (Kolkata).

Artiste: is a range of decorative concrete that combines freedom of design with low maintenance and durability. It offers great looks, outstanding performance, and is available in a wide variety of textures and colours. One such project where Artiste has been used on the walkway is Khodaldham Temple Rajkot.

Instamix: is a range of world-class, ready-to-use wet premixed concrete designed to ensure cost-effective and easy construction in any location. It is available in bags and delivered straight to job site.

Instamix Microne: is a non-shrink, high strength, pre-mix wet micro concrete produced in our ready mix concrete plants and supplied in 35kg ready to pour bags. Instamix Microne is blended with micro fibres and special admixtures that provide prefect bond with existing concrete surface for a durable and strong structure.

How you have taken advantage of introduction of PPC and PSC in building your premium brands?
Strength is the cement category truth and many brands have tried communicating strength in various ways. However, at Nuvoco, we have focussed on product attributes which helps the consumers to view our product offering uniquely. For instance, the PPC category has less molecular gaps as compared to other types of cement. In sharing this insight with our customers; we communicate that our Duraguard cement has VRT, which strengthens structures from within and increases their longevity by making concrete impenetrable. This works as a reason to believe (RTB).

Concreto is a Gold Standard in the PSC category, and is equally well-suited for low, medium and heavy duty applications. It provides the lightest shade among all other cements available in the market and can also be used for giving better finishing to the exterior and interiors of a building. Consequently, it is highly desirable to the end consumer. Hence, that is one of the"5 Star" advantages in addition to better finish, freshness, etc that Concreto has been built upon.

What factors played a strong role in your branding exercises – what worked and what not? How do you link packaging strategies to premium brands?
In a product like cement packaging firstly, plays an important role in protecting and enhancing shelf-life. We keep reviewing developments in this space and were the first to introduce tamper-proof Adstar bag for cement. Another move that was unheard of in the industry back then. We have been setting new benchmarks in this category since then. Concreto was launched with the new tamper-proof Adstar packaging, which keeps the cement fresh and prevents adulteration. The idea was to bring disruptive packaging that was entirely unique to the industry, which would not only enhance the "premium" imagery of the brand but also address a longstanding practical concern.

Visual impact is another critical role for brand building and recall, and which is why packaging forms such an important element in this process.

When rebranding Duraguard Microfiber following our transition to Nuvoco, we took another bold decision to introduce purple in the packaging design.

This kind of colour has never been used for packaging in the cement category, and bringing that into play also wordlessly conveyed Microfiber’s exclusive status. Similar efforts in packaging have set us above and apart from others in product category, and have enabled in strengthening our brand recall. Also, our customer promise and USP is boldly stated on our packaging.

What are the time and costs involved in creating a premium brand for an all-India player or for a regional player? Give examples of how brand transition/ continuity are handled?
In the cement industry there are some strong examples of regional and national brands. Ultra Tech embarked on a branding journey after the acquisition of L&T Cement in 2004 and have ever since integrated new acquisition under a single brand. There are examples like ACC (over 80 years) as well as new entrants like Wonder Cement (as a regional player).

Today, when there are multiple brands in every industry imaginable it is hard to establish a brand and keep it top of mind of the customers. Having said that, it is essential to be honest, stick to your values and be creative when communicating this to your customers. The product / brand should consistently carry the values of the company while showcasing the product which will help to connect with the customers. Any disconnect between the brand promise and the customer experience will jeopardize faith.

A couple of years ago, Nuvoco underwent a transition from Lafarge. The name Lafarge had a brand equity that had been built over a period of time. During our transition; we were careful to ensure that the values and goodwill that was associated with our legacy name continued to the new organisation. A well defined four step process was chalked out. The first one was preparing the organisation to embrace change which involved team engagement, inside-out approach, interaction with leadership team, HR processes and defining Vision, Mission and Values. Then there was scenario building and planning which comprised of brand transition plan and positioning. This was followed by deconstructing the brand DNA which involved formulating the brand strategy; brand naming; visual brand identity and brand messaging. In the case of Nuvoco, it was Quality, Trust, and Innovation; with the quality and trust messages being reinforced on the product packaging. The company’s construction development laboratory (a 17,000-square-foot facility in Mumbai) was re-christened Construction Development & Innovation Centre (CDIC); entrusted under new leadership with a fresh mandate to seek accreditation, and drive its 5-stage innovation process. Finally it was D-Day planning and execution, which included employees’ engagement; dealer store elements; website; social and traditional media and last but not the least rebranding of offices. The names of the cement products did not change, which helped in maintaining the continuity. Branding on the packaging was gradually changed; with there being a phase where the two brands co-existed; before giving way to the branding that is currently seen. Since the management remained the same and were given independence to provide strategic thoughts and retain the legacy policy it was a smooth transition with continuity.

How relevant will cement or concrete brands be in India after, say, 20 years, particularly when bulk cement/ concrete use is rapidly growing in urban centres?
It is a myth that Concrete products do not require branding. In Nuvoco, about 40 per cent of our sales in concrete is value added products and include some well recognised brands like Agile, Artiste, Instamix etc.

As a matter-of-fact, a brand requires clearly establishing the value-differentiators and will therefore play a very important role in ensuring how a company performs, without being sucked into the commodity space. As more of concrete begins to substitute cement in the individual house builder (IHB) segment, customers will seek more knowledge through architects, influencers and on-line. There, branding will play an important role, provide the brand architecture is strong and value benefits are clearly and succinctly communicated.

To what extent branding is a priority for Indian cement companies when cement is considered to be a commodity? Is ad spends a gauge or any others reflect it better?
Cement is no longer just a commodity. Today, with the anticipated growth prospects, there is consolidation among cement companies as they rush to increase their capacity and reach in several parts of the country. With more and more cement companies getting into the national stream; product branding becomes a major differentiating factor.

Companies need to develop an effective branding and marketing strategy; the skill here lies not just in capturing a market and selling a commodity; but creating a distinct brand space. There is significant and visible competition amongst cement players to gain space in the consumer’s minds. The regular cement consumer is generally not well aware of the physical and chemical characteristics of cement. His decision is based on the trust he lays in a brand. Hence a credible brand gains more likeability amongst consumers.

Branding helps differentiate the products and become value drivers. In the case of IHB, the mason or petty contractor plays an important role in recommending the brand, basis his own use and experience. A consistently performing brand helps him to recommend the product with confidence. Branding helps in better recall and recognition of the specific product, and drives repeat purchases. Similarly real estate developers and builders also prefer to be associated with dependable brands. In the case of institutional buyers, branding helps in official specification of the product especially in tenders.

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Economy & Market

From Vision to Action: Fornnax Global Growth Strategy for 2026

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Jignesh Kundaria, Director & CEO, Fornnax Recycling Technology

As 2026 begins, Fornnax is accelerating its global growth through strategic expansion, large-scale export-led installations, and technology-driven innovation across multiple recycling streams. Backed by manufacturing scale-up and a strong people-first culture, the company aims to lead sustainable, high-capacity recycling solutions worldwide.

As 2026 begins, Fornnax stands at a pivotal stage in its growth journey. Over the past few years, the company has built a strong foundation rooted in engineering excellence, innovation, and a firm commitment to sustainable recycling. The focus ahead is clear: to grow faster, stronger, and on a truly global scale.

“Our 2026 strategy is driven by four key priorities,” explains Mr. Jignesh Kundaria, Director & CEO of Fornnax.

First, Global Expansion

We will strengthen our presence in major markets such as Europe, Australia, and the GCC, while continuing to grow across our existing regions. By aligning with local regulations and customer requirements, we aim to establish ourselves as a trusted global partner for advanced recycling solutions.

A major milestone in this journey will be export-led global installations. In 2026, we will commission Europe’s highest-capacity shredding line, reinforcing our leadership in high-capacity recycling solutions.

Second, Product Innovation and Technology Leadership

Innovation remains at the heart of our vision to become a global leader in recycling technology by 2030. Our focus is on developing solutions that are state-of-the-art, economical, efficient, reliable, and environmentally responsible.

Building on a decade-long legacy in tyre recycling, we have expanded our portfolio into new recycling applications, including municipal solid waste (MSW), e-waste, cable, and aluminium recycling. This diversification has already created strong momentum across the industry, marked by key milestones scheduled to become operational this year, such as:

  • Installation of India’s largest e-waste and cable recycling line.
  • Commissioning of a high-capacity MSW RDF recycling line.

“Sustainable growth must be scalable and profitable,” emphasizes Mr. Kundaria. In 2026, Fornnax will complete Phase One of our capacity expansion by establishing the world’s largest shredding equipment manufacturing facility. This 23-acre manufacturing unit, scheduled for completion in July 2026, will significantly enhance our production capability and global delivery capacity.

Alongside this, we will continue to improve efficiency across manufacturing, supply chain, and service operations, while strengthening our service network across India, Australia, and Europe to ensure faster and more reliable customer support.

Finally: People and Culture

“People remain the foundation of Fornnax’s success. We will continue to invest in talent, leadership development, and a culture built on ownership, collaboration, and continuous improvement,” states Mr. Kundaria.

With a strong commitment to sustainability in everything we do, our ambition is not only to grow our business, but also to actively support the circular economy and contribute to a cleaner, more sustainable future.

Guided by a shared vision and disciplined execution, 2026 is set to be a defining year for us, driven by innovation across diverse recycling applications, large-scale global installations, and manufacturing excellence.

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Concrete

Why Cement Needs CCUS

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Cement’s deep decarbonisation cannot be achieved through efficiency and fuel switching alone, making CCUS essential to address unavoidable process emissions from calcination. ICR explores if with the right mix of policy support, shared infrastructure, and phased scale-up from pilots to clusters, CCUS can enable India’s cement industry to align growth with its net-zero ambitions.

Cement underpins modern development—from housing and transport to renewable energy infrastructure—but it is also one of the world’s most carbon-intensive materials, with global production of around 4 billion tonnes per year accounting for 7 to 8 per cent of global CO2 emissions, according to the GCCA. What makes cement uniquely hard to abate is that 60 to 65 per cent of its emissions arise from limestone calcination, a chemical process that releases CO2 irrespective of the energy source used; the IPCC Sixth Assessment Report (AR6) therefore classifies cement as a hard-to-abate sector, noting that even fully renewable-powered kilns would continue to emit significant process emissions. While the industry has achieved substantial reductions over the past two decades through energy efficiency, alternative fuels and clinker substitution using fly ash, slag, and calcined clays, studies including the IEA Net Zero Roadmap and GCCA decarbonisation pathways show these levers can deliver only 50 to 60 per cent emissions reduction before reaching technical and material limits, leaving Carbon Capture, Utilisation and Storage (CCUS) as the only scalable and durable option to address remaining calcination emissions—an intervention the IPCC estimates will deliver nearly two-thirds of cumulative cement-sector emission reductions globally by mid-century, making CCUS a central pillar of any credible net-zero cement pathway.

Process emissions vs energy emissions
Cement’s carbon footprint is distinct from many other industries because it stems from two sources: energy emissions and process emissions. Energy emissions arise from burning fuels to heat kilns to around 1,450°C and account for roughly 35 to 40 per cent of total cement CO2 emissions, according to the International Energy Agency (IEA). These can be progressively reduced through efficiency improvements, alternative fuels such as biomass and RDF, and electrification supported by renewable power. Over the past two decades, such measures have delivered measurable gains, with global average thermal energy intensity in cement production falling by nearly 20 per cent since 2000, as reported by the IEA and GCCA.
The larger and more intractable challenge lies in process emissions, which make up approximately 60 per cent to 65 per cent of cement’s total CO2 output. These emissions are released during calcination, when limestone (CaCO3) is converted into lime (CaO), inherently emitting CO2 regardless of fuel choice or energy efficiency—a reality underscored by the IPCC Sixth Assessment Report (AR6). Even aggressive clinker substitution using fly ash, slag, or calcined clays is constrained by material availability and performance requirements, typically delivering 20 to 40 per cent emissions reduction at best, as outlined in the GCCA–TERI India Cement Roadmap and IEA Net Zero Scenario. This structural split explains why cement is classified as a hard-to-abate sector and why incremental improvements alone are insufficient; as energy emissions decline, process emissions will dominate, making Carbon Capture, Utilisation and Storage (CCUS) a critical intervention to intercept residual CO2 and keep the sector’s net-zero ambitions within reach.

Where CCUS stands today
Globally, CCUS in cement is moving from concept to early industrial reality, led by Europe and North America, with the IEA noting that cement accounts for nearly 40 per cent of planned CCUS projects in heavy industry, reflecting limited alternatives for deep decarbonisation; a flagship example is Heidelberg Materials’ Brevik CCS project in Norway, commissioned in 2025, designed to capture about 400,000 tonnes of CO2 annually—nearly half the plant’s emissions—with permanent offshore storage via the Northern Lights infrastructure (Reuters, Heidelberg Materials), alongside progress at projects in the UK, Belgium, and the US such as Padeswood, Lixhe (LEILAC), and Ste. Genevieve, all enabled by strong policy support, public funding, and shared transport-and-storage infrastructure.
These experiences show that CCUS scales fastest when policy support, infrastructure availability, and risk-sharing mechanisms align, with Europe bridging the viability gap through EU ETS allowances, Innovation Fund grants, and CO2 hubs despite capture costs remaining high at US$ 80-150 per tonne of CO2 (IEA, GCCA); India, by contrast, is at an early readiness stage but gaining momentum through five cement-sector CCU testbeds launched by the Department of Science and Technology (DST) under academia–industry public–private partnerships involving IITs and producers such as JSW Cement, Dalmia Cement, and JK Cement, targeting 1-2 tonnes of CO2 per day to validate performance under Indian conditions (ETInfra, DST), with the GCCA–TERI India Roadmap identifying the current phase as a foundation-building decade essential for achieving net-zero by 2070.
Amit Banka, Founder and CEO, WeNaturalists, says “Carbon literacy means more than understanding that CO2 harms the climate. It means cement professionals grasping why their specific plant’s emissions profile matters, how different CCUS technologies trade off between energy consumption and capture rates, where utilisation opportunities align with their operational reality, and what governance frameworks ensure verified, permanent carbon sequestration. Cement manufacturing contributes approximately 8 per cent of global carbon emissions. Addressing this requires professionals who understand CCUS deeply enough to make capital decisions, troubleshoot implementation challenges, and convince boards to invest substantial capital.”

Technology pathways for cement
Cement CCUS encompasses a range of technologies, from conventional post-combustion solvent-based systems to process-integrated solutions that directly target calcination, each with different energy requirements, retrofit complexity, and cost profiles. The most mature option remains amine-based post-combustion capture, already deployed at industrial scale and favoured for early cement projects because it can be retrofitted to existing flue-gas streams; however, capture costs typically range from US$ 60-120 per tonne of CO2, depending on CO2 concentration, plant layout, and energy integration.
Lovish Ahuja, Chief Sustainability Officer, Dalmia Cement (Bharat), says, “CCUS in Indian cement can be viewed through two complementary lenses. If technological innovation, enabling policies, and societal acceptance fail to translate ambition into action, CCUS risks becoming a significant and unavoidable compliance cost for hard-to-abate sectors such as cement, steel, and aluminium. However, if global commitments under the Paris Agreement and national targets—most notably India’s Net Zero 2070 pledge—are implemented at scale through sustained policy and industry action, CCUS shifts from a future liability to a strategic opportunity. In that scenario, it becomes a platform for technological leadership, long-term competitiveness, and systemic decarbonisation rather than merely a regulatory burden.”
“Accelerating CCUS adoption cannot hinge on a single policy lever; it demands a coordinated ecosystem approach. This includes mission-mode governance, alignment across ministries, and a mix of enabling instruments such as viability gap funding, concessional and ESG-linked finance, tax incentives, and support for R&D, infrastructure, and access to geological storage. Importantly, while cement is largely a regional commodity with limited exportability due to its low value-to-weight ratio, CCUS innovation itself can become a globally competitive export. By developing, piloting, and scaling cost-effective CCUS solutions domestically, India can not only decarbonise its own cement industry but also position itself as a supplier of affordable CCUS technologies and services to cement markets worldwide,” he adds.
Process-centric approaches seek to reduce the energy penalty associated with solvent regeneration by altering where and how CO2 is separated. Technologies such as LEILAC/Calix, which uses indirect calcination to produce a high-purity CO2 stream, are scaling toward a ~100,000 tCO2 per year demonstrator (LEILAC-2) following successful pilots, while calcium looping leverages limestone chemistry to achieve theoretical capture efficiencies above 90 per cent, albeit still at pilot and demonstration stages requiring careful integration. Other emerging routes—including oxy-fuel combustion, membrane separation, solid sorbents, and cryogenic or hybrid systems—offer varying trade-offs between purity, energy use, and retrofit complexity; taken together, recent studies suggest that no single technology fits all plants, making a multi-technology, site-specific approach the most realistic pathway for scaling CCUS across the cement sector.
Yash Agarwal, Co-Founder, Carbonetics Carbon Capture, says, “We are fully focused on CCUS, and for us, a running plant is a profitable plant. What we have done is created digital twins that allow operators to simulate and resolve specific problems in record time. In a conventional setup, when an issue arises, plants often have to shut down operations and bring in expert consultants. What we offer instead is on-the-fly consulting. As soon as a problem is detected, the system automatically provides a set of potential solutions that can be tested on a running plant. This approach ensures that plant shutdowns are avoided and production is not impacted.”

The economics of CCUS
Carbon Capture, Utilisation and Storage (CCUS) remains one of the toughest economic hurdles in cement decarbonisation, with the IEA estimating capture costs of US$ 80-150 per tonne of CO2, and full-system costs raising cement production by US$ 30-60 per tonne, potentially increasing prices by 20 to 40 per cent without policy support—an untenable burden for a low-margin, price-sensitive industry like India’s.
Global experience shows CCUS advances beyond pilots only when the viability gap is bridged through strong policy mechanisms such as EU ETS allowances, Innovation Fund grants, and carbon Contracts for Difference (CfDs), yet even in Europe few projects have reached final investment decision (GCCA); India’s lack of a dedicated CCUS financing framework leaves projects reliant on R&D grants and balance sheets, reinforcing the IEA Net Zero Roadmap conclusion that carbon markets, green public procurement, and viability gap funding are essential to spread costs across producers, policymakers, and end users and prevent CCUS from remaining confined to demonstrations well into the 2030s.

Utilisation or storage
Carbon utilisation pathways are often the first entry point for CCUS in cement because they offer near-term revenue potential and lower infrastructure complexity. The International Energy Agency (IEA) estimates that current utilisation routes—such as concrete curing, mineralisation into aggregates, precipitated calcium carbonate (PCC), and limited chemical conversion—can realistically absorb only 5 per cent to 10 per cent of captured CO2 at a typical cement plant. In India, utilisation is particularly attractive for early pilots as it avoids the immediate need for pipelines, injection wells, and long-term liability frameworks. Accordingly, Department of Science and Technology (DST)–supported cement CCU testbeds are already demonstrating mineralisation and CO2-cured concrete applications at 1–2 tonnes of CO2 per day, validating performance, durability, and operability under Indian conditions.
However, utilisation faces hard limits of scale and permanence. India’s cement sector emits over 200 million tonnes of CO2 annually (GCCA), far exceeding the absorptive capacity of domestic utilisation markets, while many pathways—especially fuels and chemicals—are energy-intensive and dependent on costly renewable power and green hydrogen. The IPCC Sixth Assessment Report (AR6) cautions that most CCU routes do not guarantee permanent storage unless CO2 is mineralised or locked into long-lived materials, making geological storage indispensable for deep decarbonisation. India has credible storage potential in deep saline aquifers, depleted oil and gas fields, and basalt formations such as the Deccan Traps (NITI Aayog, IEA), and hub-based models—where multiple plants share transport and storage infrastructure—can reduce costs and improve bankability, as seen in Norway’s Northern Lights project. The pragmatic pathway for India is therefore a dual-track approach: utilise CO2 where it is economical and store it where permanence and scale are unavoidable, enabling early learning while building the backbone for net-zero cement.

Policy, infrastructure and clusters
Scaling CCUS in the cement sector hinges on policy certainty, shared infrastructure, and coordinated cluster development, rather than isolated plant-level action. The IEA notes that over 70 per cent of advanced industrial CCUS projects globally rely on strong government intervention—through carbon pricing, capital grants, tax credits, and long-term offtake guarantees—with Europe’s EU ETS, Innovation Fund, and carbon Contracts for Difference (CfDs) proving decisive in advancing projects like Brevik CCS. In contrast, India lacks a dedicated CCUS policy framework, rendering capture costs of USD 80–150 per tonne of CO2 economically prohibitive without state support (IEA, GCCA), a gap the GCCA–TERI India Cement Roadmap highlights can be bridged through carbon markets, viability gap funding, and green public procurement.
Milan R Trivedi, Vice President, Shree Digvijay Cement, says, “CCUS represents both an unavoidable near-term compliance cost and a long-term strategic opportunity for Indian cement producers. While current capture costs of US$ 100-150 per tonne of CO2 strain margins and necessitate upfront retrofit investments driven by emerging mandates and NDCs, effective policy support—particularly a robust, long-term carbon pricing mechanism with tradable credits under frameworks like India’s Carbon Credit Trading Scheme (CCTS)—can de-risk capital deployment and convert CCUS into a competitive advantage. With such enablers in place, CCUS can unlock 10 per cent to 20 per cent green price premiums, strengthen ESG positioning, and allow Indian cement to compete in global low-carbon markets under regimes such as the EU CBAM, North America’s buy-clean policies, and Middle Eastern green procurement, transforming compliance into export-led leadership.”
Equally critical is cluster-based CO2 transport and storage infrastructure, which can reduce unit costs by 30 to 50 per cent compared to standalone projects (IEA, Clean Energy Ministerial); recognising this, the DST has launched five CCU testbeds under academia–industry public–private partnerships, while NITI Aayog works toward a national CCUS mission focused on hubs and regional planning. Global precedents—from Norway’s Northern Lights to the UK’s HyNet and East Coast clusters—demonstrate that CCUS scales fastest when governments plan infrastructure at a regional level, making cluster-led development, backed by early public investment, the decisive enabler for India to move CCUS from isolated pilots to a scalable industrial solution.
Paul Baruya, Director of Strategy and Sustainability, FutureCoal, says, “Cement is a foundational material with a fundamental climate challenge: process emissions that cannot be eliminated through clean energy alone. The IPCC is clear that in the absence of a near-term replacement of Portland cement chemistry, CCS is essential to address the majority of clinker-related emissions. With global cement production at around 4 gigatonnes (Gt) and still growing, cement decarbonisation is not a niche undertaking, it is a large-scale industrial transition.”

From pilots to practice
Moving CCUS in cement from pilots to practice requires a sequenced roadmap aligning technology maturity, infrastructure development, and policy support: the IEA estimates that achieving net zero will require CCUS to scale from less than 1 Mt of CO2 captured today to over 1.2 Gt annually by 2050, while the GCCA Net Zero Roadmap projects CCUS contributing 30 per cent to 40 per cent of total cement-sector emissions reductions by mid-century, alongside efficiency, alternative fuels, and clinker substitution.
MM Rathi, Joint President – Power Plants, Shree Cement, says, “The Indian cement sector is currently at a pilot to early demonstration stage of CCUS readiness. A few companies have initiated small-scale pilots focused on capturing CO2 from kiln flue gases and exploring utilisation routes such as mineralisation and concrete curing. CCUS has not yet reached commercial integration due to high capture costs (US$ 80-150 per tonne of CO2), lack of transport and storage infrastructure, limited access to storage sites, and absence of long-term policy incentives. While Europe and North America have begun early commercial deployment, large-scale CCUS adoption in India is more realistically expected post-2035, subject to enabling infrastructure and policy frameworks.”
Early pilots—such as India’s DST-backed CCU testbeds and Europe’s first commercial-scale plants—serve as learning platforms to validate integration, costs, and operational reliability, but large-scale deployment will depend on cluster-based scale-up, as emphasised by the IPCC AR6, which highlights the need for early CO2 transport and storage planning to avoid long-term emissions lock-in. For India, the GCCA–TERI India Roadmap identifies CCUS as indispensable for achieving net-zero by 2070, following a pragmatic pathway: pilot today to build confidence, cluster in the 2030s to reduce costs, and institutionalise CCUS by mid-century so that low-carbon cement becomes the default, not a niche, in the country’s infrastructure growth.

Conclusion
Cement will remain indispensable to India’s development, but its long-term viability hinges on addressing its hardest emissions challenge—process CO2 from calcination—which efficiency gains, alternative fuels, and clinker substitution alone cannot eliminate; global evidence from the IPCC, IEA, and GCCA confirms that Carbon Capture, Utilisation and Storage (CCUS) is the only scalable pathway capable of delivering the depth of reduction required for net zero. With early commercial projects emerging in Europe and structured pilots underway in India, CCUS has moved beyond theory into a decisive decade where learning, localisation, and integration will shape outcomes; however, success will depend less on technology availability and more on collective execution, including coordinated policy frameworks, shared transport and storage infrastructure, robust carbon markets, and carbon-literate capabilities.
For India, a deliberate transition from pilots to practice—anchored in cluster-based deployment, supported by public–private partnerships, and aligned with national development and climate goals—can transform CCUS from a high-cost intervention into a mainstream industrial solution, enabling the cement sector to keep building the nation while sharply reducing its climate footprint.

– Kanika Mathur

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Concrete

CCUS has not yet reached commercial integration

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MM Rathi, Joint President – Power Plants, Shree Cement, suggests CCUS is the indispensable final lever for cement decarbonisation in India, moving from pilot-stage today to a policy-driven necessity.

In this interview, MM Rathi, Joint President – Power Plants, Shree Cement, offers a candid view on India’s CCUS readiness, the economic and technical challenges of integration, and why policy support and cluster-based infrastructure will be decisive in taking CCUS from pilot stage to commercial reality.

How critical is CCUS to achieving deep decarbonisation in cement compared to other levers?
CCUS is critical and ultimately indispensable for deep decarbonisation in cement. Around 60 per cent to 65 per cent of cement emissions arise from limestone calcination, an inherent chemical process that cannot be addressed through energy efficiency, renewables, or alternative fuels. Clinker substitution using fly ash, slag, and calcined clay can reduce emissions by 20 per cent to 40 per cent, while energy transition measures can abate 30 per cent to 40 per cent of fuel-related emissions. These are cost-effective, scalable, and form the foundation of decarbonisation efforts.
However, these levers alone cannot deliver reductions beyond 60 per cent. Once they reach technical and regional limits, CCUS becomes the only viable pathway to address residual
process emissions. In that sense, CCUS is not an alternative but the final, non-negotiable step toward net-zero cement.

What stage of CCUS readiness is the Indian cement sector currently at?
The Indian cement sector is currently at a pilot to early demonstration stage of CCUS readiness. A few companies have initiated small-scale pilots focused on capturing CO2 from kiln flue gases and exploring utilisation routes such as mineralisation and concrete curing. CCUS has not yet reached commercial integration due to high capture costs (US$ 80–150 per tonne of CO2), lack of transport and storage infrastructure, limited access to storage sites, and absence of long-term policy incentives.
While Europe and North America have begun early commercial deployment, large-scale CCUS adoption in India is more realistically expected post-2035, subject to enabling infrastructure and policy frameworks.

What are the biggest technical challenges of integrating CCUS into existing Indian kilns?
Retrofitting CCUS into existing Indian cement plants presents multiple challenges. Many plants have compact layouts with limited space for capture units, compressors, and CO2 handling systems, requiring modular and carefully phased integration.
Kiln flue gases contain high CO2 concentrations along with dust and impurities, increasing risks of fouling and corrosion and necessitating robust gas pre-treatment. Amine-based capture systems also require significant thermal energy, and improper heat integration can affect clinker output, making waste heat recovery critical.
Additional challenges include higher power and water demand, pressure drops in the gas path, and maintaining kiln stability and product quality. Without careful design, CCUS can impact productivity and reliability.

How does the high cost of CCUS impact cement pricing, and who bears the cost?
At capture costs of US$ 80-150 per tonne of CO2, CCUS can increase cement production costs by US$ 30-60 per tonne, potentially raising cement prices by 20 to 40 per cent. Initially, producers absorb the capital and operating costs, which can compress margins. Over time, without policy support, these costs are likely to be passed on to consumers, affecting affordability in a highly price-sensitive market like India. Policy mechanisms such as subsidies, tax credits, carbon markets, and green finance can significantly reduce this burden and enable cost-sharing across producers, policymakers, and end users.

What role can carbon utilisation play versus geological storage in India?
Carbon utilisation can play a supportive and transitional role, particularly in early CCUS deployment. Applications such as concrete curing and mineralisation can reuse 5 to 10 per cent of captured CO2 while improving material performance. Fuels and chemicals offer niche opportunities but depend on access to low-cost renewable energy. However, utilisation pathways are limited in scale and often involve temporary carbon storage. With India’s cement sector emitting over 200 million tonnes of CO2 annually, utilisation alone cannot deliver deep decarbonisation.
Long-term geological storage offers permanent sequestration at scale. India has significant potential in deep saline aquifers and depleted oil and gas fields, which will be essential for achieving net-zero cement production.

How important is government policy support for CCUS viability?
Government policy support is central to making CCUS commercially viable in India. Without intervention, CCUS costs remain prohibitive and adoption will remain limited to pilots.
Carbon markets can provide recurring revenue streams, while capital subsidies, tax incentives, and concessional financing can reduce upfront risk. Regulatory mandates and green public procurement can further accelerate adoption by creating predictable demand for low-carbon cement. CCUS will not scale through market forces alone; policy design will determine its pace and extent of deployment.

Can CCUS be scaled across mid-sized and older plants?
In the near term, CCUS is most viable for large, modern integrated plants due to economies of scale, better layout flexibility, and access to waste heat recovery. Mid-sized plants may adopt CCUS selectively over time through modular systems and shared CO2 infrastructure, though retrofit costs can be 30 to 50 per cent higher. For older plants nearing the end of their operational life, CCUS retrofitting is generally not economical, and decarbonisation efforts are better focused on efficiency, fuels, and clinker substitution.

Will CCUS become a competitive advantage or a regulatory necessity?
Over the next decade, CCUS is expected to shift from a competitive advantage to a regulatory necessity. In the short term, early adopters can access green finance, premium procurement opportunities, and sustainability leadership positioning. Beyond 2035, as emissions regulations tighten, CCUS will become essential for addressing process emissions. By 2050, it is likely to be a mandatory component of the cement sector’s net-zero pathway rather than a strategic choice.

– Kanika Mathur

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