Economy & Market

Brand War

Published

5 years ago

October 14, 2021

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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."

Economy & Market

The Road Ahead Begins Here

Published

1 hour ago

August 11, 2026

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The future of India’s roads took centrestage at RAHSTA Expo 2026, where policymakers, contractors and industry leaders came together under one roof. The event blended thought leadership, technology showcase and industry recognition into a single powerful platform.

India’s roads and highways community gathered in full strength at the Jio World Convention Centre, Mumbai, for the 16th edition of the RAHSTA Expo (Roads and Highways Sustainable Technologies & Advancement). Over two action-packed days, the event brought together policymakers, contractors, consultants, developers, equipment manufacturers, material suppliers, technology providers and investors to deliberate on the future of India’s ,infrastructure while showcasing the latest innovations driving the sector.

The event culminated in the prestigious RAHSTA Awards, where Shri. Ajay Tamta, Union Minister of State for Road Transport & Highways, felicitated organisations and professionals for their outstanding contributions to road construction, engineering, safety, sustainability and technology. With leading contractors, senior government officials, industry veterans and technology providers under one roof, the event reaffirmed RAHSTA’s position as one of India’s most influential platforms for the roads, highways, bridges and tunnels ecosystem.

Organised by FIRST Construction Council in association with ASAPP Info Global Group, RAHSTA has steadily evolved beyond an exhibition into a platform where policy, technology, engineering and business converge to address the opportunities and challenges shaping India’s next generation of transport infrastructure.

Beyond expansion, towards value

The conference opened with a thought-provoking address by Pratap Padode, Founder and Editor-in-Chief, Construction World, who observed that India’s highways sector has reached an important inflection point. Introducing this year’s theme – ‘From Expansion to Value: The Next Phase of India’s Highways’ – he noted that while the country has successfully expanded its road network over the past two decades, the industry’s priorities are now shifting towards building infrastructure that delivers greater lifecycle value, durability, safety and operational efficiency. With funding pressures, asset monetisation and evolving project models changing the sector’s dynamics, he said the focus must now move beyond kilometres constructed to the quality and long-term performance of every asset.

Dr Brijesh Dixit, Managing Director, Maharashtra State Infrastructure Development Corporation (MSIDC), reminded delegates that successful infrastructure delivery is ultimately a collective effort. Emphasising on collaboration between government, industry and engineering professionals, he remarked, “There is no loser in a winning team, and there is no winner in a losing team,” urging stakeholders to work together to deliver projects with quality, financial sustainability and technological excellence.

Delivering the keynote address, Bidur Kant Jha, Director, New Technologies for Highway Development, Ministry of Road Transport & Highways (MoRTH), outlined the Government’s long-term vision for India’s highway network. Highlighting the country’s 6.26 million km roads network, he spoke about the growing adoption of digital planning tools such as BIM and GIS, bridge health monitoring systems and Integrated Smart Transport Corridors under the Vision 2047 roadmap. He emphasised that while India remains open to global innovations, every new technology must be adapted to Indian conditions before large-scale deployment.

Addressing the gathering during the awards ceremony, Tamta underlined the increasing role of specialised equipment and modern construction technologies in executing complex infrastructure projects across diverse terrains. Referring to challenging tunnel projects in Uttarakhand, he noted how advanced machinery has transformed execution capabilities, while also acknowledging the rapid evolution of Indian contractors into globally competitive infrastructure companies. Recognising excellence through industry awards, he said, motivates organisations to continually raise performance standards and embrace innovation.

Meanwhile, Dr Sanjay Mukherjee, IAS, Metropolitan Commissioner, MMRDA, highlighted that infrastructure development must increasingly focus on integrated urban mobility. Reflecting on Mumbai’s engineering journey – from its historic underground utility network to the Coastal Road and other transformative projects – he underlined that future infrastructure planning must seamlessly integrate roads, metro systems and public transport to create efficient, multimodal cities.

Uttar Pradesh takes centrestage

One of the highlights of the second day was Uttar Pradesh’s comprehensive presentation on its infrastructure-led industrial transformation.

Srihari Pratap Shahi, IAS, Additional CEO, Uttar Pradesh Expressways Industrial Development Authority (UPEIDA), demonstrated how the state’s expanding expressway network is evolving into a catalyst for industrial development through integrated manufacturing and logistics clusters. Expressways, he noted, are no longer merely transport corridors but engines of economic competitiveness.

Building on this narrative, Deeksha Jain, IAS, Additional Chief Executive Officer, Uttar Pradesh State Industrial Development Authority (UPSIDA), showcased the state’s rapidly expanding industrial ecosystem supported by extensive expressway connectivity, dedicated freight corridors, airports, industrial townships and investor-friendly policies. She highlighted Uttar Pradesh’s strong manufacturing growth, expanding industrial land bank, plug-and-play infrastructure and increasing use of digital governance to facilitate investments.

Further underlining the significance of the platform, Deepak Kumar, IAS, Infrastructure & Industrial Development Commissioner, Government of Uttar Pradesh, remarked, “RAHSTA provides an excellent platform for states to showcase our infrastructure progress and investment ecosystem. Uttar Pradesh has transformed significantly over the past decade, backed by more than 34 investor-friendly industrial policies, and platforms like RAHSTA help communicate these developments to industry stakeholders from across the country.”

Ideas that shaped the industry conversation

The two-day conference featured seven panel discussions, each examining a critical dimension of India’s evolving roads and highways sector.

The opening discussion on ‘Financing Roads & Highways in a Capital-Constrained Era’ brought together experts from Cube Highways, NIIF, SBI Capital Markets, Centrum Capital and Bandhan Infra Fund, who examined how the financing landscape is changing. Discussions revolved around asset monetisation, InvITs, institutional investments and new funding structures, with panellists agreeing that better project preparation, transparent governance and predictable returns will be crucial for attracting long-term capital into infrastructure.

Attention then shifted to execution realities during the panel on ‘Contractors’ Perspective: Execution Realities, Risks & the Quality Imperative.’ Representatives from GHV Infra Projects, PNC Infratech, NCC and Maccaferri candidly discussed the challenges of delivering projects amid contractual complexities, land acquisition delays, rising costs and tight timelines. While execution pressures remain significant, the discussion reinforced that better collaboration across the project value chain is essential for achieving both speed and quality.

Day 2 opened with a technically rich discussion on ‘Designing Roads for Sustainability, Durability & Climate Resilience’. Experts from CSIR-CRRI, IIT Bombay, IIT Madras, Zydex Group and SRMB Steel explored advanced pavement technologies, recycled materials, climate-resilient designs and scientific construction practices that can significantly improve durability while lowering lifecycle costs. Sustainability, they agreed, must become an integral part of road design rather than an afterthought.

The subsequent session on ‘Bridges & Tunnels: Complex Engineering, Safety & Future Readiness’ highlighted the growing complexity of India’s infrastructure projects. Panellists discussed advances in structural engineering, digital monitoring, risk management and safety practices that are enabling the successful delivery of increasingly ambitious bridge and tunnel projects across the country.

Technology remained a recurring theme during the discussion on ‘Technology as a Risk-Mitigation Tool for Developers & Investors’. Experts explained how AI, BIM, drones, predictive analytics, digital twins and intelligent monitoring systems are helping improve project planning, minimise execution risks, strengthen quality assurance and enhance asset management throughout the infrastructure lifecycle.

The construction equipment panel brought together leading industry experts to examine how technology, sustainability and digitalisation are redefining construction equipment in an era of rising cost pressures. Discussions centred on enhancing productivity, reducing lifecycle costs and preparing the industry for India’s infrastructure ambitions leading up to 2047.

The conference concluded with an engaging CXO Forum on ‘Rebuilding Confidence in India’s Roads & Highways Sector’, where senior industry leaders emphasised that stronger governance, better project preparation, digitalisation, transparent contracting and closer public-private collaboration will be essential to sustain India’s infrastructure growth over the coming decades.

Technology and recognition under one roof

Beyond the conference halls, RAHSTA Expo reflected the technological transformation underway across India’s road infrastructure ecosystem. Leading equipment manufacturers, technology companies and material suppliers showcased advanced construction equipment, intelligent digital platforms, pavement technologies, structural materials and productivity-enhancing solutions designed to improve project efficiency and asset performance. The exhibition created valuable opportunities for contractors, consultants, government agencies and project developers to evaluate new technologies while interacting directly with solution providers.

The event also served as a celebration of excellence through the RAHSTA Awards 2026, which recognised outstanding achievements across road construction, contracting, materials, equipment, technology, safety, sustainability and infrastructure development. Presented by Minister Tamta, the awards honoured organisations that are setting new benchmarks for quality, innovation and execution across India’s roads sector.

RAHSTA Expo 2026 also received extensive support from across the infrastructure ecosystem. Alongside leading corporate sponsors, the event was backed by industry bodies including the Builders Association of India (BAI), Construction Equipment Rental Association (CERA), Consulting Engineers Association of India (CEAI), International Road Federation (IRF), CSIR-CRRI, CILT India, All India Transporters Welfare Association, Hydraulic Trailer Owners Association (HTOA), Gujarat Contractors Association, Bitumen Forum, Fluid Power Society of India, Indian Institute of Material Management, Ministry of Ports, Shipping and Waterways, Gati Shakti Vishwavidyalaya and Mumbai First, reflecting the industry’s collective commitment to advancing India’s road infrastructure.

As the curtains came down on the two-day event, one message resonated throughout the conference: India’s highways story is entering a new chapter. While expansion will continue, the future will increasingly be defined by smarter planning, stronger partnerships, digital transformation, sustainable engineering and long-term value creation. By bringing together the entire infrastructure value chain on a single platform, RAHSTA Expo 2026 once again demonstrated why it has become one of the country’s most influential forums for shaping the future of roads, highways, bridges and tunnels.

Economy & Market

Fornnax Names Lukas Baur as Authorised Service Partner to Bolster EU Operations

Published

3 weeks ago

July 23, 2026

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Strapline: Fornnax Technology has appointed NOBA Maschinenservice’s Lukas Baur as its authorised service partner for the European Union, strengthening its commitment to delivering fast, reliable, and localised after-sales support across the region.

Fornnax Technology, a leading manufacturer of industrial shredding solutions, has announced the appointment of Mr. Lukas Baur of NOBA Maschinenservice as its authorised service partner for the European Union. The partnership, formalised under the authorisation of Fornnax CEO Mr. Jignesh Kundaria, reinforces the company’s commitment to providing dependable, localised service support to its expanding customer base across Europe.

Strengthening Service Through Proven Expertise

With over two decades of experience in servicing, maintaining, and overhauling industrial shredders, Mr. Baur brings extensive technical expertise to the partnership. His capabilities span welding, hardfacing, shaft and knife rebuilding, complex assembly, hydraulics, and complete electrical engineering services, delivered in collaboration with a trusted partner company based in Halle/Saale.

Operating from Worbis, Germany, Mr. Baur is strategically positioned to provide emergency support across the European Union within 24 hours, covering an operational radius of approximately 1,000 kilometres.

Supporting this capability is a well-equipped service infrastructure comprising 12 Mercedes Sprinter service vans, a team of 24 skilled technicians, specialised bearing-change tools, a fully equipped hydraulic workshop, and a 1,000-square-metre facility with a five-ton crane track. Together, these resources position his team to manage the complete spectrum of Fornnax’s European service requirements efficiently and reliably.

Partnership Driven by Industry Insight

Having spent years servicing Eldan, Lindner, and Vecoplan shredders across the European recycling industry, Mr. Baur’s decision to collaborate with Fornnax is rooted in his understanding of market needs and customer expectations. His experience has provided valuable insight into what recycling plant operators require—not only from their machinery but also from the service teams supporting them.

According to Mr. Baur, Fornnax’s reputation for robust machine construction, superior wear protection, and maintenance-friendly design made the partnership a natural fit.

The collaboration comes at a time when Europe’s tyre recycling industry is facing mounting challenges, including rising cost pressures, shrinking margins, delayed investments, and a shortage of skilled labour. Mr. Baur believes these conditions reinforce the need for technically strong service partners capable of delivering rapid, dependable support.

Commenting on the partnership, he said, “Fornnax, with its exceptional price-performance ratio and superior quality, has the potential to become a market leader in Europe. We would like to be their service partner in this journey.”

Comprehensive Support Across the Equipment Lifecycle

As Fornnax’s authorised service partner, Mr. Baur will oversee the complete lifecycle support of the company’s equipment throughout the European Union. His responsibilities will include installation, commissioning, preventive maintenance, emergency repairs, and spare parts support across mechanical, hydraulic, and electrical systems.

Looking ahead, he also plans to develop a centralised spare parts distribution hub for European customers, particularly if Fornnax establishes a warehouse facility in Worbis to facilitate faster deliveries. To further strengthen service coverage, Mr. Baur intends to expand operations by adding two to three additional service teams and vehicles each year, progressively increasing capacity across the continent.

A Shared Commitment to Customer Excellence

Highlighting the strategic importance of the partnership, Mr. Jignesh Kundaria, Director and CEO of Fornnax, said:

“We strongly believe that by continuously improving our service quality and customer satisfaction index, we can build long-term relationships with our customers. Higher customer satisfaction leads to greater trust, which significantly increases repeat orders and ultimately drives sustained growth in our sales revenue.”

This customer-first philosophy underpins Fornnax’s strategy of building a dedicated European service partner network instead of relying solely on remote support. With Mr. Baur joining this network, customers across the European Union will benefit from faster response times, expert technical assistance, and dedicated on-ground support from a partner with extensive experience in high-throughput shredding operations.

Mr. Baur’s appointment also reflects Fornnax’s broader ambition to establish itself as the preferred shredding solutions provider for the European recycling industry, marking another important milestone in the company’s international growth strategy.

Concrete

Nuvoco Vistas launches Limla cement plant, expands Gujarat footprint

Published

4 weeks ago

July 13, 2026

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Nuvoco Vistas opens a 2 MMTPA grinding unit at Limla, entering Gujarat and advancing its target of 35 MMTPA capacity by FY 2028.

Surat (Gujarat)

Nuvoco Vistas Corporation Ltd, a part of Nirma Group and one of India’s leading building materials company, has inaugurated the Limla Cement Plant in Surat (Gujarat), one of Vadraj Cement Limited’s (VCL) principal manufacturing facilities. The commissioning represents a key milestone in Nuvoco’s acquisition and restoration of VCL, while supporting the company’s expansion across the Western Indian cement market.

Vadraj Cement Limited is a subsidiary of Nuvoco Vistas Corporation Limited and has installed cement capacity of 6 MMTPA across its assets. The Limla inauguration therefore represents the first operational step in the acquired platform’s wider revival, while the Kutch facilities provide clinker supply, mineral security and coastal logistics support for the western business.

Nuvoco completed its acquisition of Vadraj Cement Limited, then under the Corporate Insolvency Resolution Process, after paying a consideration of Rs 1,800 crore in June 2025. VCL’s asset portfolio comprises a clinker unit at Kutch and a grinding unit at Limla in Surat. It also includes high-quality captive limestone reserves and a captive jetty at Kutch, supporting more efficient logistics. Following the takeover, Nuvoco began an extensive programme of restoration, refurbishment and expansion at both locations, leading to the commissioning of the Limla plant.

The Limla Cement Plant is expected to support a phased increase in sales volumes across Gujarat. It will also help Nuvoco supply neighbouring markets in Western Maharashtra and release cement capacity from its northern plants, which can consequently be redirected towards markets in North India. The plant will manufacture a full portfolio comprising Ordinary Portland Cement, Portland Slag Cement, Portland Pozzolana Cement and Portland Composite Cement. It will additionally produce the complete Nuvoco Duraguard range, including the premium Nuvoco Duraguard Microfibre product. The acquisition is also expected to generate operational synergies with Nuvoco’s existing plants at Nimbol and Chittorgarh in Rajasthan, improving logistics optimisation and market reach across important regional markets.

The grinding unit at the Limla Cement Plant was completed ahead of schedule, with 2 MMTPA of capacity now inaugurated to expand Nuvoco’s operating scale and customer reach. After Vadraj Cement’s assets become fully operational, plants in North and West India are expected to account for nearly 40 per cent of Nuvoco’s total cement capacity. This will broaden the company’s manufacturing network, strengthen access to high-growth markets and support its plan to increase consolidated cement capacity to 35 MMTPA by FY 2028, reinforcing its longer-term growth strategy.

Commenting on the development, Jayakumar Krishnaswamy, Managing Director, Nuvoco Vistas Corp Ltd, said: “The inauguration of the Limla Grinding Unit in Surat is an important milestone in Nuvoco’s growth journey and demonstrates our commitment to disciplined, value-accretive expansion. Gujarat is strategically significant for Nuvoco, with substantial opportunities arising from infrastructure investment, industrial growth, rapid urbanisation and continuing demand from the housing and construction sectors. The facility strengthens our regional footprint, improves operational flexibility and increases our ability to serve customers across northern and western markets with greater reliability and efficiency.”

He added: “Through the Vadraj acquisition, we have refurbished and restarted a strategically important asset, returning it to operations in record time through strong execution and collaboration between teams. The achievement demonstrates our ability to create value from acquired assets, fulfil our commitments and retain the confidence of stakeholders. It also highlights the strength of our project delivery capabilities and our continued focus on building sustainable, profitable growth over the long term.”

Nuvoco Vistas Corporation Limited is a building materials company whose vision is to build a safer, smarter and more sustainable world. It is among the leading players in East India and has a significant presence across North and West India. Nuvoco began operations in 2014 with a greenfield cement plant at Nimbol, Rajasthan. It later acquired Lafarge India Limited, which had entered India in 1999, followed by Emami Cement Limited in 2020 and Vadraj Cement Limited in April 2025. The company has also announced an expansion in eastern India through a new grinding mill at the Arasmeta Cement Plant, supported by several debottlenecking programmes involving equipment upgrades, process improvements and internal capacity initiatives. These developments place Nuvoco on track to achieve total cement capacity of approximately 35 MMTPA. The company reported total income of Rs 11,362 crore in FY 2025-26, reflecting its continuing growth trajectory.

Nuvoco operates a diversified portfolio across three segments: Cement, Ready-Mix Concrete and Modern Building Materials. Its cement portfolio includes Concreto, Duraguard, Double Bull, PSC, Nirmax and Infracem, covering Ordinary Portland Cement, Portland Slag Cement, Portland Pozzolana Cement and Portland Composite Cement. Its pan-India RMX business provides value-added products under Concreto for performance concrete, Artiste for decorative concrete, InstaMix for ready-to-use bagged concrete, X-Con covering M20 to M60 grades, and Ecodure for specialised green concrete. Nuvoco has supplied materials to projects including the Mumbai-Ahmedabad Bullet Train, Birsa Munda Hockey Stadium in Rourkela, Aquatic Gallery at Science City in Ahmedabad, and metro railway projects in Delhi, Jaipur, Noida and Mumbai.