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We are digitising the entire value chain

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Pankaj Phadnis, National Head – Retail, Infra.Market, speaks about digitisation, automation and omnichannel solutions for cement distribution in India.

What is the business model of Infra.Market?
Infra.Market is a profitable one-stop construction solutions company. With a vision of creating India’s largest multi-product building materials brand, it is transforming the entire supply chain through tech innovation. Our business model is quite unique as we cater to B2B, B2C, as well as B2R models. B2B services to institutional customers whereas B2C caters to direct customers via our stores across locations. With B2R, we mark our presence in various retail stores by ensuring they have the inventory of the best of best brands along with ours. This way, our products and services are penetrated in even the remotest geographical pockets, which makes our model truly unique and innovative.

What is the management tool used to manage customers and partners of your business?
Valued at $2.5 billion, Infra.Market is growing 5x year-on-year through rapid tech-innovation. Coupled with a strong team, customer-driven growth and a robust ecosystem of partners, we are swiftly moving towards our vision of building a category defining position across categories. An end-to-end construction solutions company, Infra.Market takes the entire procurement process online, ensuring quality, organising the vendor base, and bringing transparency in pricing; an industry-first tech platform in India.
We are digitising the entire value chain, right from identifying the prospective customer to the actual delivery of concrete to the end customer. Being tech-first has given us a competitive edge in the industry as we aim to leverage automation and make the end-to-end process seamless for our clients. Our tech-led platforms enable real time reporting and dashboards providing complete visibility around the supply chain thus helping in optimising the entire experience for customers.

Who are the likely customers of Infra.Market?
Making use of the idle capacities lying with manufacturers of construction goods, Infra.Market is a one-stop shop for infrastructure contractors looking for materials near their project sites. We operate in B2B, B2C, as well as B2R universe, which makes us accessible to anyone who requires construction materials to fulfil their needs. However, most of our clients are infrastructure companies, builders, conglomerates, contractors, government institutions, and architects. We leverage technology to provide an enhanced procurement experience throughout the construction ecosystem and largely focus on our private label brands. On the customer side, we aim to address concerns around pricing transparency, unreliable quality, fragmented vendor base, and inefficient logistics. While on the manufacturer’s side, it is ensuring higher capacity utilisation, steady demand, and better customer reach.

How do you store the products and further fulfil your orders?
We are available online as well as offline to meet our customers’ evolving demands. Our product line is quite varied as we offer everything from floor to ceiling, all under one roof. With over 108 SKUs, we have different product categories including walling solutions, tiles, sanitaryware, electricals, and lighting amongst others. Our differentiated model is such that we source inventories and later dispatch the requirement. We also have our mother depots located to serve our franchise stores across locations for hassle-free and timely supply.

What is the logistical plan for Infra.Market?
Logistics plays a critical role in a business like ours where there is a pressing need to ensure the timely delivery of the order for the client. Infra.Market is proud of its robust and technology driven logistics network. We have partnered with companies that leverage technology to fulfil our logistical demands where the order must be supplied to the client from the source. For the products that are to be deployed from our mother depos, we have our own logistical network. For instance, our transit mixers are used for RMC, dumpers for aggregates and sand and small lorries for other products are installed with GPS and other sensors to ensure that it can be tracked right up to the construction site. Besides this, we have also introduced e-ticketing to go paperless in
the future.

As a new mode of cement distribution, what are the challenges your platform faces?
Our product portfolio encompasses a wide range of products encompassing more than 108 SKUs apart from cement, which accounts for 25 per cent and gets facilitated by our principal companies. However, for other products, we have associations with key logistic partners for efficient last mile delivery. With Covid-19, businesses have become more adaptive to develop multi-pronged strategies and manage increased demand that is common with third-party collaboration. We have looked at automation and omnichannel solutions to fulfil the supply as we believe expedited delivery is no longer a luxury, but an industry standard.

How do you determine which brands are working for your platform?
Being a technology-first company, we leverage data to track the historical behaviour of our clients to determine which brands are most preferred by them. We analyse the demand patterns and forecast the industry trends based on historical behaviour. Additionally, we believe in thorough communication with our customers who happen to visit our franchise stores to understand their needs and facilitate well. We also keep a constant check on order fulfilment ratio and determine the nature of orders that we are receiving versus other brands. Besides this, to deepen our connection with clients, we are also tracking them on social and electronic media.

What promotional activities do you conduct to attract more partners and customers?
Being a next-generation company, we drive our efforts constantly towards online activities. The testimony of this is the number of queries we receive via our social media presence, be it Facebook, LinkedIn, or even WhatsApp. We also engage in offline promotional activities, given the nature of the sector, one-on-one conversations make plenty of difference. Our teams work on BTL activities along with connecting to architects, engineers, retailers, etc. to conduct demand generation activities. Additionally, owing to our relentless service and quality, word of mouth has been one of our greatest assets that help us get connected with various clients. We intend to increase our presence across product verticals and look at acquisition opportunities across the construction ecosystem to expand reach.

What is the outlook for Infra.Market?
Infra.Market has had quite a promising journey since inception. Despite Covid-19 restrictions, in the past two years the company has achieved exponential growth and currently has a pan India presence. Coupled with technology and enhanced customer experience, we have been able to build a differentiated offering in the country and are also catering to customers outside of India. Our focus will remain on being a tech-first with an aim to leverage automation and make the end-to-end process seamless for our customers. We are scaling up our digital adoption to create a resilient and robust ecosystem. With our industry-leading capabilities, resilient workforce, and a clear comprehensive strategy we aim to deliver consistent and profitable growth.

Concrete

Cement Makers Reaffirm Commitment to Sustainable Growth

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World Environment Day spotlight on innovation and circularity

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

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

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

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

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

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

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

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

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

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

 

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Concrete

Building a Greener Future Together

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

Author: Jignesh Kundaria, Director and CEO, Fornnax Technology

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

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

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

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

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

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

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

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Concrete

JK Lakshmi Advances LC3 Cement Expansion

Company highlights commercial production and research partnerships

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The meeting reviewed progress in limestone calcined clay cement (LC3) technology and its commercial adoption in India’s cement sector, focusing on low-carbon alternatives to conventional binders. JK Lakshmi Cement noted that limestone calcined clay cement can reduce carbon dioxide emissions by up to 40 per cent compared with conventional cement and said this reduction supports industry decarbonisation. The company highlighted that it was among the first two cement manufacturers in India to move LC3 into commercial production after the Bureau of Indian Standards approved the technology as a cement standard.

Vinita Singhania said the transition of LC3 from research to commercial production reflected collaboration between industry, academia and international institutions. Maya Tissafi acknowledged JK Lakshmi Cement’s role in advancing LC3 adoption in India and its contribution in taking the technology from laboratory trials to commercial implementation. Both representatives underlined the growing relevance of sustainable construction materials as India expands infrastructure and urban development.

The meeting explored continued collaboration with Swiss research institutions such as EPFL, EMPA and ETH Zurich alongside Indian academic partners and development organisations. JK Lakshmi Cement has been associated with the LC3 initiative since 2014 and worked with EPFL, IIT Delhi, IIT Madras, Development Alternatives and Technology and Action for Rural Advancement. The company conducted one of the earliest industrial trials of LC3 and recently announced commercial production of Green Pro LC3 cement from its Jaykaypuram plant in Rajasthan.

India remains the world’s second-largest cement producer and expansion of infrastructure, urbanisation and housing demand continue to support long-term sector growth, increasing interest in low-carbon technologies. The company reported an annual turnover of more than Rupees (Rs) 60 bn and current cement capacity of about 18 million (mn) tonnes (t) per annum, with a target of reaching 30 million (mn) tonnes (t) by 2030. Apart from grey cement, the company also makes ready-mix concrete, gypsum plaster, wall putty, primers, adhesives and fly ash blocks, and both sides concluded on the need for continued collaboration to develop sustainable construction solutions.

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