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A volatile market leads to hedging of price

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Jatin Shah, Chief Technical Officer and Managing Director, TDD, Colliers India, discusses the various aspects of the construction business that are getting affected by the fluctuations in cement prices and input costs.

How has the rise in cement and building materials costs impacted your business?
Cement price as per last report has risen by about 9 per cent in October 2022 compared to March 2022. Other components like steel, aluminium, copper etc., which are significant contributors
also remain volatile. The construction cost has gone up due to various factors like labour cost and cost of transport coupled with material
price volatility. This remains a concern for the developer, contractors and will continue to impact the industry.

As the costs are expected to remain volatile for a few more months, is there any change in your strategy or approach towards the launch of new projects?
The volatile market will impact developers.
The launch of projects by grade A developers will not be impacted as these developers do command a premium. However, the projects in tier II cities and grade B developers will witness a restraint unless there is some stability in the market, since they operate on thin margins. Apart from on-going Russian-Ukraine conditions, we may observe challenges due to a new surge in Covid-19 infections in some countries.

Tell us about the impact on the timely delivery of developer projects.
Developers (grade A) will continue to deliver their projects. Thanks to RERA and incremental involvement of end buyers and investment from funds, projects will be delivered with only small delays. The impact, as mentioned earlier, will mostly be on the grade B developers or the projects planned in tier II cities where possibly a wait and watch policy may happen.
How has consumer behaviour changed with a change in property costs? Do you expect the demand to decrease?
The residential sector has seen a good run
since the pandemic. Sales momentum has remained intact despite the rise in construction costs and property prices, led by robust demand for home ownership and schemes offered by developers during the festive season. However, led by increased property prices and rise in interest rates, we might see some moderation in demand in the short term. The demand might see a drop in affordable and mid-segment, while the demand for the luxury segment is expected to remain firm.

What is the major challenge that you have come across with the rising costs and how are you combating the same?
A volatile market leads to hedging of prices.
We recommend the developers to remain watchful for bulk procurement and approach projects with just-in-time approach, tweak contracts to bring in more materials linked to basic prices and take contractors into confidence. The transparency between developer and contractors at this stage will insulate both from the issues of fluctuating prices. Additionally, the selection of material, of suppliers and vendors should be reviewed holistically and not only be driven by the ‘lowest price’ concept.

How do you envision the future of real estate development and consumer behaviour with the rising cost of cement and other construction materials?
Real estate investments will continue to remain in focus and a preferred investment vehicle. Focus may shift to investments in grade A assets or projects by grade A developers where end buyer / user has the confidence on projects being
completed in time and with quality. While developers are expected to step ahead with caution, consumers might also adopt a wait and watch approach for decision making.

-Kanika Mathur

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Concrete

Shree Cement Targets Above Industry Volume Growth In FY27

Chairman says firm will favour organic expansion and higher dividends

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Shree Cement expects to outpace the industry in the financial year 2026-27 as it pursues organic expansion and pricing discipline following a recent investor conference. The chairman said the company has completed a pricing realignment and recovered volumes lost during that exercise. Management signalled a clear preference for internal investments rather than acquisitions to support growth.

The company reported that capacity additions and demand growth across core markets are expected to underpin stronger volume performance, with a target of growing volumes at around 1.1 times the industry growth rate. Cash levels are likely to decline as capital expenditure progresses and shareholder distributions increase, the chairman indicated. The board has prioritised higher dividends over a buyback as a means of reducing excess cash.

Shree Cement described a market shift towards value and affordability rather than a race to the lowest price, which links demand expansion more closely with pricing. Historically, prices have risen at around three per cent annually over long periods, the company noted, and while prices may increase faster this year because of cost pressures from geopolitical tensions, a material improvement in industry profitability is not anticipated. In North India, the company expects additional capacity to be absorbed as demand grows, estimating a requirement of roughly 10 million (mn) tonne (t) of incremental demand annually.

The next phase of expansion will focus on the north, west, east and northeast regions, with existing projects and planned capacities viewed as sufficient to meet future demand without pursuing acquisitions. Management said it has already regained lost volumes while sustaining higher prices and will continue to monitor regional opportunities, including a possible investment in West Bengal pending clarity on industrial policy. The company, which has a current market capitalisation of Rs 852,948.9 mn, has seen its shares lose more than 20 per cent over the past year.

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Concrete

Ramco Cements’ Hard Worker Campaign Wins Seven Awards

Campaign earns honours for direction, editing and cinematography

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The Hard Worker campaign by The Ramco Cements has secured seven honours at the Good Ads Matter Awards 2026, adding to its growing list of accolades and reinforcing its standing among the year’s most recognised advertising campaigns.
The awards were presented during the Good Ads Matter Awards Night 2026 held at Mehboob Studios in Mumbai. The campaign received recognition across multiple categories, highlighting excellence in direction, editing, cinematography and storytelling.
Among the honours, the campaign won Silver in the Campaign of the Year – Direction category, while filmmaker Prakash Varma was named Director of the Year for the films Tortoise & Hare and Eco Plaster. Tortoise & Hare also received Silver awards for Best Editing and Best Colour Grading, along with a Bronze award for Best Cinematography. Eco Plaster earned Bronze awards in the Best Direction – Narrative and Best Direction – Humour categories.
Both films extended their award-winning run, with Eco Plaster being recognised for its narrative centred on water conservation through innovative construction solutions, while Tortoise & Hare was honoured for its storytelling and craft execution.
The Hard Worker campaign was built around the idea that hard work deserves recognition and respect. Through culturally rooted and emotionally engaging stories, the campaign has connected with consumers, engineers, masons and the wider construction community across the country.
Commenting on the achievement, A V Dharmakrishnan, CEO of The Ramco Cements Limited, said that the continued recognition across leading creative platforms reflects the company’s commitment to meaningful and authentic communication rooted in the values of the people it serves.
Balaji K Moorthy, Executive Director – Marketing, The Ramco Cements Limited, said the awards recognise the craftsmanship behind the storytelling, from direction and cinematography to editing and narrative execution.
Following recognition at both the Kyoorius Creative Awards and the Good Ads Matter Awards, the Hard Worker campaign continues to demonstrate the impact of purpose-driven storytelling combined with strong creative execution and consumer relevance.

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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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