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Brand War

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Branding matters. From a product’s characteristic-specific branding to concepts like ‘enduring relations,’ ‘trust’ and ‘reliability’; from the so- called dry commercials to humorous TVCs, from stagnant frames to animated 3D frames; and from general concepts to niche concepts like green and sustainable development, branding in cement industry has come a long way. Indian Cement Review trains its thought on the current trends in branding, with a specific focus on whether major players are more into the greening of branding.

MAYBE the brand war started in the late 1990s or the early 2000s, a period where the cement industry was split into two groups, one vociferously supporting the use of mineral additives such as fly ash, slag, rice husk, etc, and the other determined to block the inevitable change. The latter lot harped on the OPC brand and strength as the only criteria of determining the quality of cement. And there was even a period when branding just based on these concepts and was witness to branding campaigns such as `zero per cent ash,` which ultimately had to be recalled.

Of course, it all happened for the good. Today, when we talk about branding, even a commodity like cement has followed the major trends; be it celebrity endorsement, aligning with sports, introducing a streak of humour, animation technology, and choreography, the trend is towards branding it green.

As the competition space has drastically changed with the entry of global players into the cement industry, innovative branding and marketing exercises have become imperatives. It is no wonder that many major cement companies have started aligning their selling strategies with branding campaigns and celebrity endorsements with the clear- cut objective of not only differentiating the product but creating different sets of values. They too have realised that in order to retain customer loyalty, they need to create a distinct brand identity.

According to Kumar Pillay, Vice-President, Head-Marketing Services, UltraTech, brand is a key differentiator for cement. The success lies in creating a proper connect with the customer to increase brand recall supported by good visibility and to create brand recognition at the outlets. He says, "A powerful brand reinforces trust and instills confidence in the buyer, increasing his willingness to pay a premium for the product. A good brand has a strong consumer pull and gains the acceptance of the trade as he needs to put in less effort in selling the same. More and more people are then willing to stock the brand and it becomes the most stocked brand. A powerful brand increases customer loyalty and also gets recommended to others. The brand becomes the preferred brand, resulting in increase in sales volume. This combined with the premium, helps in an increase in turnover."

Brand it green

Today, there is greater focus not only on optimising fuel/energy efficiency during various processes of cement manufacturing, storage and its distribution, there is also a renewed focus on making the cement industry greener and more sustainable. The Indian cement industry is probably one of the most energy efficient ones in the world today. Some of the plants have thermal and electrical specific energy consumption (SECs) comparable to the best cement plants in the world, resulting in low emission intensities. The industry which is on the top in the Certified Emission Reductions Projects list registered with the Clean Development Mechanism (CDM) of the Kyoto Protocol, has contributed significantly to the eco-friendly use of industrial wastes and thereby has succeeded in reducing its carbon footprint. But has this concept of green and sustainable ever got due recognition in branding exercises?

Kumar Pillay had this to say: "Environmental sustainability is a global phenomenon and there is a major concern for the depleting natural resources. The Indian construction industry has realised the importance of green buildings and is wholeheartedly supporting the revolution. The ratings provided by IGBC in India for LEED certification has become popular and more builders are aiming for a higher rating. This has led to an increase in demand for green products. The industry has taken upon itself the onus of providing healthy living conditions. Manufacturers on their part are also chipping in by producing environment- friendly products. They have realised that green is a powerful platform to gain a heartshare amongst consumers. Hence, more and more brands are taking steps to make their products environment- friendly and also initiating campaigns to popularise their products as green products."

According to BK Singh, Senior Executive Director – Group Marketing & Corporate Communication, Dalmia Bharat, sustainability is one of biggest agendas discussed at world fora, governments, scientists, industry, and people at large. The responsibility of addressing this mega challenge lies both with the government and industries to a large extent. It will need both mitigation and adaptation routes. In the near future, adoption of sustainability initiatives will become the license to operate. Increasingly funds and technology will become costlier for those who fail to adopt credible sustainability programmes, rendering their products uncompetitive and face extinction. Many products have started carrying green declarations (Environment Product Declarations: EPDs) and people are ready to pay a premium for such products. A simple example is organic foods. Then why not cement?"

The entry of global brands has really added new facets to the brand war. Branding here is no more characteristic, specific of a product such as strength of cement or durability of a structure, nor concepts like ‘enduring relation’, or ‘trust’ or ‘ever-dependant’ that we hitherto have been accustomed to. The context is rather holistic, propelled by two major trends – one, an intensely competitive space that made the cement manufactures think out of the box and come out with an array of product solutions, other than just offering simple solutions. So branding here happens on a higher plane. For example, Lafarge India’s new baseline reads – ‘Building Better Cities.’ Lafarge India recently unveiled the Group’s new positioning to build better cities marking company’s current presence in the Indian market. The new brand baseline ‘Building Better Cities’ demonstrates Lafarge’s position as a company offering innovative products and construction solutions to all its customers and stakeholders.

Says Martin Kriegner, Country Chief Executive Officer, Lafarge India, "Our commitment towards building better cities encompasses our overall ambition. Although our work in this area isn’t new, we believe that by explicitly stating our purpose, we will be in a stronger position to work even more closely with our customers and stakeholders to the benefit of the living environments that surround us all. And it will further differentiate us from our competitors." Kriegner further adds, "We want to play a part in the improvement of towns and cities, helping people access better quality housing at a cost they can afford and better quality infrastructure, with a lesser impact on nature, thanks to innovative products and solutions to support our customer needs."

Jacques Van Niekerk, Head-Supply Chain, Ambuja Cement, says, "What customers in the future will be demanding from the industry, will be increasingly complicated products, more complicated solutions to cater to their specific needs and requirements. Cement manufacturers need to come out with tailor-made solutions pertaining to the specific needs of the customer that calls for more capital and a shift in the thinking.”

The second school of thought is on the green and sustainability factor. Here, branding per se does not talk about a product, nor about the company’s credentials. Rather, it projects a concept that is nobler and more inclusive and sustainable, a potent tool trying to change the current faceless development agenda into a more inclusive development. Again, Lafarge scores there with its baseline of ‘building bettercities.’

Holcim is another major brand that is hell-bent on creating a different set of values through its SustainableForum. Mind you, it`s another powerful tool of brand positioning. An example is the recent three-day symposium at the Indian Institute of Technology (IIT Bombay) in Mumbai, organised by Hoclim. Experts from all continents met in Mumbai at the 4th International Holcim Forum for Sustainable Construction in April 2013. The conference for academics and professionals from architecture, civil engineering, urban planning, natural and social sciences and deliberated on the paradigm shift associated with growing awareness of the considerable economic potential of sustainable development. Taking an array of disciplines into consideration, the focus of the Holcim Forum was on knowledge mining and dissemination, material and product life-cycle assessment, CO2 emissions and energy efficiency, considered deployment of means and economic resources, as well as social welfare and equity. And that way, branding happens on a totally different plane.

Film branding

We had our hearts in our mouths when Vidya Sharma, the skipper of the Indian hockey team positioned her hockey stick in the movie ‘Chak De India’ The moment the skipper played her stroke, the ball landed in the net, which led the Indian team to win the Hockey World Cup. These scenes can never be forgotten as they have a special place in the archives of our memory. Also with this started the tale of cement companies, opting for in-film advertising; the trend was started by UltraTech. The company had demonstrated the power of subtle, seamless and integrated in-film brand placement with Yashraj Films’ blockbuster hit, ‘Chak De India’ starring Bollywood superstar, Shah Rukh Khan. UltraTech’s in-film brand placement with ‘Chak De India’ is a first-of-its-kind pure branding initiative in the history of the cement industry. Talking about the strategy of associating the brand with sports like cricket and hockey, Kumar Pillay, Vice- President, Head – Marketing Services, UltraTech, says, "Cricket is next to religion in India. Forget the youth, the elders are also glued to cricket and hockey. Our presence in cricket gives us enough brand exposure which is important, especially in the case of house builders as their purchase is guided by brand familiarity. Our presence in cricket also acts as a motivator for the trade and they take pride in associating themselves with a company which is connected with popular sports like cricket." He further explains that UltraTech is a corporate brand which is proud to play a part in nation- building and creating long lasting relationships. "As a corporate brand, we have always been proud of the part we play in nation- building and creating lasting relationships. This pride is reflected in our corporate TVCs, as well as our sponsorship of cricket, the pride of India’s sporting activities."

Celebrity endorsements

The cement companies as a part of the marketing strategy, have roped in various celebrities as brand ambassadors. It makes sense for a celebrity to endorse a cement brand when it is new in a particular market and needs a credible vehicle to build confidence in the minds of consumers and channel partners. Anjani Cement has the Big B as the brand ambassador, JK cements roped in Virender Sehwag; Jaypee Cement has the cricketing god, Sachin Tendulkar, Bharathi Cement roped in south Indian film star Surya, and the latest to join the bandwagon is Dalmia Cement who took an unusual or rather a bold step by roping in a female brand ambassador for a commodity like cement. The move from Dalmia to rope in Mary Kom has jelled well, with the company acquiring two cement companies, Adhunik and Calcom Cement in the north-east. Elaborating on this move, BK Singh, says, "As a brand with a national presence, we wanted our brand to be symbolised as national and yet local. Mary Kom fitted the slot perfectly and the timing was just right, after her Olympic win. Both the Dalmia brand and Mary Kom stand for the core values of perseverance, breaking of tradition and above all, of commitment. Our entry into this region is a serious step; we are committed to the people of the north- east. Hence, for us the right personality mattered."

Logos and taglines

A logo is no more a mere graphic image, it reflects the identity of the company and helps the consumer with the brand. The colours and the design chosen as for the logo, speak volumes about the company. Emphasising the importance of the logo, Pillay says, "The logo is a strong graphical representation of the company. It is the face of the company/brand for the customer. The goal is to create brand recognition. The cement industry is dotted with several players. Your logo must inspire trust, admiration, and loyalty and should be memorable, timeless, versatile and appropriate. It should be distinct. The tagline defines the company. It sums up what you do or offer or how do you want a customer to perceive your product. The tagline should be a strong, short description of your product or company. The tagline should be memorable and should be the guiding force to create interest in your company, product or service." The logo of Dalmia Cement gives an impression of continuous flow. Explaining the core concept conveyed through the logo, Singh says, "The identity and logo of the Dalmia brand is a very thoughtprovoking representation of the various facets of this organisation, like expertise built over 70 years, its Indian core, traditional yet modern. It is a response to the new India, the young India. The colourful windmill represents the tricolour of our nation, a fresh and progressive spirit. The italics fonts depict dynamism." Similarly the tagline, ‘New think’, the tagline of Dalmia Bharat, signifies new hope, new ideas, and new direction.

There have been a few examples where the company tries to highlight a person’s name in the logo for the masses to identify with the brand. One such example is KJS Cement, a company based in Madhya Pradesh. Explaining the core concept conveyed through the logo, Pawan Ahluwalia, Managing Director, KJS Cement says, "We wanted to project Kamal Jeet Singh Ahluwalia, our Chairman’s, name in the logo. Since he is one of the highest tax payers in India and a tycoon in the steel industry, we decided to put his initials in the logo, due to which people could connect to it."

The logo is also be designed keeping in mind the target audiences. The focus of NCL Industries has been on the rural areas as the company has registered its presence in the five major districts of Andhra Pradesh. Highlighting the importance of the logo in the rural areas, Gopal Verma, VP Marketing, NCL Industries, says, "We have engaged an agency called IPD which does all our campaigns. If you see our logo, we have a mason standing tall. If you need to build a house in a rural area, you do not have sophisticated engineers and architects; all you have is a mason, who is the most reliable person. Thus, our product is recommended by the most reliable people in rural areas. The tagline is ‘Nagarjuna Cement monagadu cement. ‘Monagadu means the person with cementing strength."

Kumar Pillai sums it up: With more and more players entering the fray and regional players becoming national, branding will play a crucial role. Branding speaks volumes about the quality of a product. It builds credibility for a product. India is witnessing a glut of brands in the cement industry and it is important to be a recognised brand and have a fair voice. There will be a dearth of shelf space at counters and you need to be a truly big brand to gain better and more space. With a sizeable increase in multi- brand outlets, branding will emerge as a powerful tool to be recognised at outlets. At the technocrat level, more brands will make decisions difficult. A brand with top- of- mind recall will have a competitive edge. The digital media will also play a key role in branding especially in B2B businesses."

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Concrete

JK Cement Crosses 31 MTPA Capacity with Commissioning of Buxar Plant in Bihar

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JK Cement has commissioned a 3 MTPA Grey Cement plant in Buxar, Bihar, taking its total capacity to 31.26 MTPA and placing it among India’s top five grey cement producers. The ₹500 crore investment strengthens the company’s national footprint while supporting Bihar’s infrastructure growth and local economic development.

JK Cement Ltd., one of India’s leading cement manufacturers, has announced the commissioning of its new state-of-the-art Grey Cement plant in Buxar, Bihar, marking a significant milestone in the company’s growth trajectory. With the commissioning of this facility, JK Cement’s total production capacity has increased to 31.26 million tonnes per annum (MTPA), enabling the company to cross the 30 MTPA threshold.

This expansion positions JK Cement among the top five Grey Cement manufacturers in India, strengthening its national footprint and reinforcing its long-term growth strategy.

Commenting on the strategic achievement, Dr Raghavpat Singhania, Managing Director, JK Cement, said, “Crossing 31 MTPA is a significant turning point in JK Cement’s expansion and demonstrates the scale, resilience, and aspirations of our company. In addition to making a significant contribution to Bihar’s development vision, the commissioning of our Buxar plant represents a strategic step towards expanding our national footprint. We are committed to developing top-notch manufacturing capabilities that boost India’s infrastructure development and generate long-term benefits for local communities.”

The Buxar plant has a capacity of 3 MTPA and is spread across 100 acres. Strategically located on the Patna–Buxar highway, the facility enables faster and more efficient distribution across Bihar and adjoining regions. While JK Cement entered the Bihar market last year through supplies from its Prayagraj plant, the Buxar facility will now allow the company to serve the state locally, with deliveries possible within 24 hours across Bihar.

Sharing his views on the expansion, Madhavkrishna Singhania, Joint Managing Director & CEO, JK Cement, said, “JK Cement is now among India’s top five producers of grey cement after the Buxar plant commissioning. Our capacity to serve Bihar locally, more effectively, and on a larger scale is strengthened by this facility. Although we had already entered the Bihar market last year using Prayagraj supplies, local manufacturing now enables us to be nearer to our clients and significantly raise service standards throughout the state. Buxar places us at the center of this chance to promote sustainable growth for both the company and the region in Bihar, a high-growth market with strong infrastructure momentum.”

The new facility represents a strategic step in supporting Bihar’s development vision by ensuring faster access to superior quality cement for infrastructure, housing, and commercial projects. JK Cement has invested approximately ₹500 crore in the project. Construction began in March 2025, and commercial production commenced on January 29, 2026.

In addition to strengthening JK Cement’s regional presence, the Buxar plant is expected to generate significant direct and indirect employment opportunities and attract ancillary industries, thereby contributing to the local economy and the broader industrial ecosystem.

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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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