Connect with us

Concrete

Cementing the brand

Published

on

Shares

Branding is a significant aspect in a business to establish trust and recall value amongst customers. The critical question is whether these branding techniques help in influencing the consumers to change their commodity mindset? The answer is a yes. Branding can change the perception of consumers towards a commodity and persuade them to buy a product.

We have some very good examples in the cement industry that prove how they have built cement as a brand successfully. A TV commercial launched by Ambuja cement in 2001-2002 became a huge hit and helped the company establish itself as a famous brand. The commercial it launched back then was no less than a Bollywood film scene where the two brothers shared dialogues ????haiyaaaa, ye deewar toot ti kyu nahi?? followed by another dialogue ????ootegi kaise, Ambuja Cement se jo bani hai?? The commercial delivered a clear message that Ambuja cement has compressive strength. Recently, it launched an explanatory videos series called ??azboot Ghar Ke Mazboot Adhaar?? Similarly, UltraTech Cement is known as a brand of ??he Engineers Choice?? This famous tagline depicts that the cement is been approved by qualified engineers.

Industry leaders believe that creating a brand name needs to be done keeping in mind key aspects of a business??ricing, quality, packaging, and other sales and marketing strategies.

JK Lakshmi Cement?? Mazbooti Guaranteed tagline is a prime example of how much importance the company gives to the strength of its product. In 2020, the company came up with a new campaign ????a Strength Dikha?? which is another attempt to showcase the higher strength of the brand vis-a-vis competitor.

M Ravinder Reddy, Director ??Marketing, Vicat, says ?? am quite satisfied with the journey of cement as a brand so far. If you consider the control days, the situation has changed significantly since 1982 when partial decontrol was introduced. Cement started selling as a brand since then. Initially, it was in a radius of around 400 km around the plant. Then in the year 1989, cement became an independent commodity without any controls. It was then when the cement companies started advertisements for branding. The manufacturers went from one location to multiple locations. Today if you see there is one mother brand and under it, there are a few more sub-brands. Today, cement is almost like any FMCG product.??/p>

Customer-centric approach

Many cement brands follow a customer-centric approach to grow their businesses. For instance, Ambuja Certified Technology (ACT) is a unique solution for millions of home builders in India. The value-added service addresses the three critical Ms in house building ??men, materials, and methods.

Ambuja?? ACT is based on three pillars- the right techniques, the right material, and the right people. The company claims that over 77,000 customers have taken advantage of the various onsite services. ACT is a holistic package that addresses three critical needs – Men (contractors), Materials (primarily building materials) & Methods (practices), by helping customers select the right contractor, products, and construction methods to build strong and durable homes.

??ddressing the customers??pain points is the key to winning their long-term loyalty. What we offer as ACT approach goes far beyond selling cement. While we deliver top-notch cement in terms of quality, ACT ensures that the other equally important elements in building a home come together seamlessly. The number of homes we have helped build over the years proves the value of ACT to builders,” said Neeraj Akhoury, CEO & MD, Ambuja Cements.

Similarly, UltraTech launched the first-ever pan-India multi-brand retail chain concept called-UltraTech Building Solutions (UBS) to offer a one-stop-shop solution to its customers. UBS caters to the needs of individual home builders (IHBs) and helps to engage with home builders at all stages of the construction cycle. This led customers to engage themselves with the brand while building a dream home.

Branding strategies to position a brand

Some of these leading cement players have left a remarkable impression in our minds about their products. UltraTech is known to aggressively promote its products with an aggressive strategy. It has a 90,000+ dealer and retail network all over the country and has a presence in more than 80 per cent of Indian states.

In 2014, Dalmia group launched its first-ever integrated television and multimedia brand campaign. The company demonstrated a philosophy of ??ewthink?? which leverages its proposition of a wise and young generation. With the tagline ??era Bharat Bada Ho Raha Hai?? the ideology was to re-position its brand, which has been intrinsic to the India story through its pre-and post-Independence phases.

JK White Cement got a brand refresh, which is now called JK Cement WhiteMaxX. The re-branding of JK Cement WhiteMaxX was intensified with a digital campaign, ??bSabKuchMaxX??that attracted over 10 million views on social media. The brand re-launch was done to expand and strengthen the JK White Cement portfolio bringing them under the ??axX??family of products. This includes value-added products such as JK Cement ShieldMaxX, JK Cement GypsoM. Typically, JK Cement?? media mix consists of a 360-degree strategy that includes a mix of OOH, print media, electronic media, banner ads, etc.

Recently, amidst the ongoing second wave of Covid-19, JK Super Cement has launched a new campaign for plasma donation #HumSeHaiSuraksha.
Similarly, JSW Cement introduced conversational commerce services to its customers by partnering with Yalochat ??a conversational commerce service provider, to introduce artificial intelligence-based Anytime Anywhere Business transactions for its trade customers.

However, due to the ongoing pandemic situation, companies are now focused on branding through digital media channels.

The Art of Packaging

Packaging is an integral part of building a brand. When you go to a supermarket, it is the packaging of the product that catches your eye first. Brands are working towards changing their packaging strategies to not only bring advantages to the customer but also the cement producer.

JK Lakshmi Cement was one of the first companies to introduce a coloured packaging of Cement Bag.

Rishi Fogla, Executive Director at Fogla Corp, explains, ??hen cement moves from B2B to B2C sector, the attractiveness of packaging is the first to have an encounter with the customer. The customer expects the packaging to be not just attractive, but more agile, more sophisticated and that is what we do. This is how we have been trying with cement companies for the last four to five years and I even look at it as if I am a cement user myself (we are cement for our various expansion projects). When a brand moves from a standard product to a premium one, the packaging is on the preface. It has a role to play from its journey from commodity to brand.??/p>

Fogla believes that this change in bags relates to the journey from commodity to brand. The journey has been from PP bags to PP laminated bags to BOPP bags.

Apart from packaging, other attributes also play important role in brand building. Saxena believes that a brand should also focus on the services as this is also the brand?? responsibility to provide great services like expert advice, on-site guidance, hassle-free ordering, on-time delivery, and great customer service.

Partnerships and Associations

Associating a celebrity or famous personality to your brand is the key branding strategy with the big construction or commodity brands to offer their customers a bouquet of services under one roof. Brand building is not a one-time task. From sponsoring cricket teams in IPL to having sports celebrities, cement players have engaged themselves with the best personalities to uplift their brands in the market. JK Lakshmi has Vijender Singh and Rohit Sharma as brand ambassadors.

The journey of JK Lakshmi Cement started by positioning their product on the plank of strength with a tagline of ??azbooti Guaranteed?? ??hen we progressed to a serious tone of narration depicting Nation Building with Brand Ambassador Om Puri. People associated JK Lakshmi Cement with that for close to a decade and then we moved to a more emotional campaign ??India, Ab Soch Karo Buland,??em> says Aseem Saxena, General Manager ??Marketing Services, JK Lakshmi Cement.

Similarly, UltraTech Cement has associated itself with Deccan Chargers team and Rajasthan Royals in the IPL. It has also partnered with some of India?? premier construction product companies like Berger, Pidilite, Sintex, Supreme, Astral among several others.

JSW Cement has signed Sourav Ganguly and Sunil Chhetri as its brand ambassadors. It launched a new multi-media marketing campaign ??eader?? Choice??with the two sports icons that promote the ideology of crafting a solid foundation for a better future. Apart from this, the company has partnered with a few channels and has embraced platforms like Whatsapp, Dealer App, Internal Sales app, etc. To address customer queries faster, they have rolled out an application called ??Saathi App.

Reddy believes that adding a personality or celebrity is important. He says, ??hen new cement is launched, we would engage a personality that can give confidence to the buyer. It is necessary for any new product but when the product is already established you can think of a different type of campaign. I remember at Bharathi cement, we had hired the well-known Telugu actor Surya as a brand ambassador. We came to know before he took up our assignment, he had used our cement for his own construction and was a quite satisfied customer. This gives another dimension to the entire campaign.??/p>

Pricing strategies

Ultimately, all strategies work only when your product pricing is done right. The most important factor while determining the price of a product in the cement industry is the demand across various regions, supply cost, external environmental factors like raw materials, and the overall cost of production.

For instance, some cement brands follow a principle where places with surplus supply experience lower whereas those regions where the demand is almost more than production experience higher pricing.

Overall, the cement industry has evolved as a brand by adopting best practices and strategies. A perfect mix of product, packaging, solid teamwork, and market strategies is what it takes to create a successful brand.

MEGHA RAI

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Concrete

Green Construction Through Cement Innovation

Published

on

By

Shares

Indian Cement Review (ICR) and Fuller Technologies brought industry, policy and technology leaders together to discuss how cement innovation can drive green construction at scale, writes Rakesh Rao.

India is building at a pace few countries can match. Highways, airports, housing, logistics parks, industrial corridors and urban infrastructure are reshaping the country’s economic geography. But beneath this growth story lies a difficult question: can India continue to build at scale without locking itself into a high-carbon future?

That question formed the core of an online panel discussion titled “Driving Green Construction Through Cement Innovation”, organised by Indian Cement Review (ICR) in association with Fuller Technologies as the Presenting Partner on June 25, 2026. The webinar brought together experts from cement technology, R&D, global industry platforms, building performance policy and international development cooperation to examine how low-carbon cement and material innovation can accelerate India’s green construction transition.

The discussion came at a crucial time. India has committed to achieving net-zero emissions by 2070 and reducing the carbon intensity of its economy by 45 per cent by 2030. At the same time, the country’s construction sector is expanding rapidly, driven by urbanisation, infrastructure development, housing demand and industrial growth. Cement, as one of the most widely used construction materials, sits at the heart of this transition. It is indispensable to development, but also central to the challenge of reducing embodied carbon in buildings and infrastructure.

Moderated by Nitika Krishan, Senior Urban Infrastructure and Sustainable Policy Consultant, the panel featured:

  • Kiranmai Sanagavarapu, Director, Low Carbon Solutions, Fuller Technologies;
  • Dr Hemantkumar Aiyer, VP and Head R&D, Nuvoco Vistas Corp Ltd;
  • Devika Wattal, Innovation Lead, Global Cement and Concrete Association (GCCA);
  • Dr Sunita Purushottam, MD, GBPN India (Global Buildings Performance Network); and
  • Vaibhav Rathi, Senior Technical Advisor, GIZ (the German Agency for International Cooperation)

Setting the tone for the discussion, Nitika Krishan underlined the scale of the challenge before the sector. “The question before us is no longer whether we build, but how we build sustainably,” she said. She pointed out that construction accounts for nearly 40 per cent of global energy-related carbon emissions when both operational and embodied carbon are considered. Cement production, she added, remains one of the hardest industrial processes to decarbonise.

For India, this is not merely an environmental issue. It is a development issue, a competitiveness issue and increasingly, a market issue. As one of the world’s largest cement producers and among the fastest-growing construction markets, India’s material choices will influence the carbon trajectory of its built environment for decades. As Krishan observed, sustainability solutions in economies such as India must not remain limited to laboratory success. They must be scalable, commercially viable and practical at national level.

The innovation gap: From technology to market

Experts believe that there is a need to bridge the innovation gaps for making decarbonisation in cement and concrete scalable. Devika Wattal of GCCA, explained, “The starting point must be the core cement manufacturing process itself. The first and foremost is the heart of our process, the heart of cement manufacturing. How do we reduce clinker? That is always a topic where industry is working very intrinsically.”

Clinker reduction remains one of the most important pathways for lowering emissions in cement. Since clinker production is energy-intensive and chemically emits carbon dioxide, reducing the clinker factor through supplementary cementitious materials (SCMs), blended cements and new chemistries can have a significant impact. Wattal also noted that carbon capture, utilisation and storage (CCUS) will have a role, though it may not be the first lever for all markets.

However, she stressed that innovation cannot stop at technology development. A solution that works in the lab must also be adaptable to industry, scalable in production and acceptable in construction practice. “It is important for that innovation to be adaptable, to be scalable, and so that it can be executed in real time,” she said.

Wattal also called for stronger enabling systems around innovation. These include performance-based standards, product-level embodied carbon databases and clearer frameworks for evaluating green materials. Without these, low-carbon cement products may struggle to compete with conventional materials in procurement and design.

R&D must balance carbon, cost and performance

Bringing in the R&D perspective into the discussion, Dr Hemantkumar Aiyer of Nuvoco Vistas emphasised that low-carbon cement development cannot be treated as a single-variable exercise. Cement must perform in real construction conditions. It must deliver strength, durability, consistency and cost competitiveness, while also reducing carbon.

“The root of understanding and balancing all these aspects lies in materials, and knowing the materials,” he said.

According to Dr Aiyer, R&D teams must understand the variability of raw materials such as fly ash, slag and clinker. Different sources produce different material behaviours. This makes mix optimisation, material characterisation and processing-property relationships critical. When performance is affected, cement manufacturers must understand how strength enhancers, admixtures and other performance chemicals interact with the material system.

He also linked material science with process efficiency. Clinkerisation takes place at extremely high temperatures, around 1,400 to 1,450 degrees Celsius. Any improvement in raw mix design, process control or energy optimisation can, therefore, help reduce emissions and cost. Dr Aiyer pointed to artificial intelligence-based optimisation, Cement 4.0 tools and advanced software as important enablers for real-time process and material control.

“The more you understand the materials, the more you can control it,” he said.

LC3: The promise is proven, the sequencing is not

Limestone calcined clay cement, commonly referred to as LC3, has attracted global attention because it can reduce clinker content significantly by using calcined clay and limestone while maintaining performance in many applications. Kiranmai Sanagavarapu of Fuller Technologies said the technology itself has already moved beyond proof of concept. Fuller Technologies has worked with calcined clay technology for nearly two decades and has seen plants running in France and Ghana. These plants, she said, are meeting local and national specifications, while the economics are beginning to make sense.

“The calciner is performing, the economics is stacking up, it is making business sense to produce,” she said.

But if the technology is viable, why has adoption not scaled faster? For Sanagavarapu, the answer lies in project sequencing. Too often, clay characterisation happens after equipment is specified. This, she warned, is a backward approach because calciner design depends on clay mineralogy, kaolinite content, iron levels, reactivity, moisture and other variables.

“If you don’t know what your deposit looks like before you commit for the equipment, you are, in a way, going blind into designing,” she said.

She also identified permitting and plant integration as major bottlenecks. Environmental clearances, mining permissions and local regulatory approvals must begin early. Similarly, calcined clay must be integrated into existing grinding, blending and logistics systems from the design stage, not treated as an afterthought during commissioning.

India already has IS 18189:2023 standard for LC3, but Sanagavarapu pointed out that the standard is not yet visible enough in procurement documents. “The gap between what is technically being permitted and what the procurement is asking is the single biggest bottleneck,” she said.

In her view, successful scale-up depends on getting the sequence right: clay characterisation first, permitting in parallel, standards aligned with construction, and integration built into plant design.

India’s LC3 journey: Progress, but demand remains thin

Providing details of India’s LC3 commercialisation experience, Vaibhav Rathi of GIZ noted that JK Cement carried out the first commercial production of LC3 at its Rajasthan plant, followed by JK Lakshmi Cement three months later. These initiatives were supported by the International Climate Initiative of the Government of Germany, with IIT Delhi contributing deep institutional knowledge on LC3 research and BIS certification.

Rathi said India’s early experience has produced clear lessons. One of the biggest was the need to build capacity among regulators. While BIS certification existed, State Pollution Control Boards were unfamiliar with the technology and unsure about the approval pathway.

“The capacity building is not just needed amongst the producer and the users of the cement, but also the regulators who are working with this technology for the first time,” he said.

He also highlighted the need for better information on China clay deposits. Since China clay is currently classified as a minor mineral, centralised data on availability, quality and location is limited. If cement manufacturers are to adopt LC3 at scale, stronger mineral intelligence will be important.

The third issue is demand. LC3 has already been used in projects such as Palava City in Mumbai and Noida International Airport, but these remain limited examples. “It is in a chicken and egg situation,” Rathi said. “Cement companies are saying we need more demand, and users are saying there is not enough cement available.”

Public procurement, he suggested, could help break this cycle. If agencies such as CPWD and other public bodies begin testing, accepting and specifying LC3, it could create the market confidence needed for cement companies to invest in production and storage.

Building codes must catch up with innovation

Dr Sunita Purushottam of GBPN India argued that material choices will determine built environment emissions over the long term, but India’s current policy signals remain fragmented. Although LC3 has received BIS recognition, she pointed out that building codes, municipal bylaws, schedules of rates and sustainability codes do not yet provide uniform guidance on low-carbon cement.

“The current cement regulations are largely prescriptive and favouring traditional materials,” she said. This limits the ability of alternative materials to compete on performance, durability and emissions.

Dr Purushottam also raised the issue of taxation. Cement, including LC3, currently falls under the same GST bracket as conventional cement. A differentiated tax structure, she argued, could help accelerate market adoption. “In order for the market to demand LC3, that differentiation in the GST could go a long way,” she said.

She noted that green building certifications such as IGBC and GRIHA are already creating demand for low-carbon materials by assigning points for embodied carbon and sustainable material use. However, she said large-scale adoption will require regulatory mandates, particularly through building codes and state-level notifications.

She also cautioned that low-carbon cement alone does not solve the entire building performance problem. A material may reduce embodied carbon, but the operational carbon of a building depends on thermal performance, design, insulation and energy use. “The energy part has two elements,” she said. “One is the embodied carbon of the material itself, and the other is the operational carbon.”

Collaboration is the bridge between invention and impact

Wattal said GCCA sees innovation as a strategic priority and works through platforms that connect industry with academia and start-ups. “There is no way we will decarbonise our sector without innovation,” she said.

However, she stressed that research must be connected to actual industry challenges. Innovations developed in isolation may fail when they encounter real-world barriers such as raw material variability, plant integration, cost, standards and finance. Start-ups, too, need industry mentorship and scale-up pathways.

Wattal also flagged the importance of finance. Even strong technologies may struggle to attract investment if there is no common understanding of bankability. “We have always put projects into, is this a bankable project? But the definition of a bankable project has never been defined,” she said.

For India, she saw strong potential in its academic and start-up ecosystem, but said the challenge lies in alignment and prioritisation. The country has the research base, industrial capacity and market size. What it now needs is a coordinated route from innovation to deployment.

There is a practical concern for cement manufacturers: how can existing plants be adapted for lower emissions without compromising reliability or commercial viability?

Kiranmai Sanagavarapu addressed, “The reliability risk in calcined clay retrofit is definitely real, but it is almost always self-inflicted. The risk arises when a new process is added to an existing circuit without properly redesigning grinding and blending configurations.”

Existing cement plants, she explained, can take two broad routes. The first is external sourcing of calcined clay combined with mill optimisation. This requires lower capital investment and can potentially move in 12 to 18 months if other conditions are in place. It may reduce emissions by around 20 to 30 per cent. The second route is integrated calcination on site, which requires higher capital expenditure and longer lead times, but provides greater control over quality, supply and emissions reduction potential.

For Sanagavarapu, the principle is simple: low-carbon retrofits must be designed with intent. “Design it with an intent properly from the start. Start in the market conditions where the economics are already working,” she said.

Circularity: The overlooked advantage

According to Vaibhav Rathi, fly ash and slag are already well established in cement and construction (C&D), but construction and demolition waste remains underutilised. “C&D waste is a growing business opportunity which not many have taken up,” he said. India’s continuous construction and demolition activity creates huge volumes of waste, much of which contributes to air pollution, land degradation and material inefficiency. With the right processing and standards, this waste can be converted into useful construction products.

Rathi also pointed out that LC3 has a circular economy dimension that is often overlooked. It can use low-grade kaolin-rich clay left behind after high-grade clay is extracted for other applications. “LC3 is not only a low-carbon solution, but also a circular economy solution,” he said.

At the same time, he cautioned that LC3 in India is not yet cheap because it has not reached scale. Site-specific techno-commercial feasibility studies, supported jointly by development agencies and industry, could help companies assess whether LC3 production makes technical and financial sense at a given location.

Dr Purushottam added that India must address both low-carbon cement and construction waste together. “Both low-carbon cement and C&D waste go hand in hand. India does not have an option but to work on both,” she said.

Dr Aiyer called for policy shifts from both government and industry, including preferential purchasing of sustainable materials, minimum supplementary cementitious material requirements in public and public-private projects, and faster regulatory implementation. “If we can fast-track the regulatory standards and their implementation on the ground, that is the way to go,” he said.

From green ambition to green construction

Cement innovation is no longer only about chemistry. It is about systems. Low-carbon cement will scale only when technology, standards, procurement, finance, regulation, education and construction practice move together.

LC3 and other low-carbon technologies have shown promise. India has early commercial examples, strong research capability and growing market interest. But mainstream adoption will depend on whether demand can be created, regulators can be capacitated, standards can be embedded in procurement, and manufacturers can see a clear business case.

For a country building at India’s scale, the opportunity is enormous. Cement will continue to be central to infrastructure and urban development. The challenge now is to ensure that the cement used in India’s growth story carries a lower carbon burden.

  • Rakesh Rao

Participate in Cement Expo 2026 and discover how next-gen infrastructure can be built with innovations in cement.

Continue Reading

Concrete

JK Cement Declared Preferred Bidder For Gilund Limestone Block

Shares Edge Higher As Company Wins Rajasthan Block

Published

on

By

Shares



JK Cement gained after being declared preferred bidder for the Gilund Limestone Block in Chittorgarh, Rajasthan, a lease area of 370.96 hectares. The firm saw its shares trade at Rs. 5550.05, up by 28.45 points or 0.52 per cent from the previous close of Rs. 5521.60 on the BSE. The scrip opened at Rs. 5569.15 and touched a high of Rs. 5625.00 and a low of Rs. 5531.00.

The stock recorded turnover of 1742 shares on the counter and the BSE group A stock with face value Rs. 10 has a 52 week high of Rs. 7565.00 on 20-Aug-2025 and a 52 week low of Rs. 4670.05 on 12-Jun-2026. Last one week high and low stood at Rs. 5625.00 and Rs. 5329.00 respectively. The promoters holding in the company stood at 45.66 per cent, while institutions and non-institutions held 40.61 per cent and 13.73 per cent respectively.

The e-auction conducted by the Government of Rajasthan resulted in the company being declared preferred bidder for the mining lease, and the allocation will enable the company to plan phased development of the deposit, subject to regulatory approvals. The Gilund block spans 370.96 hectares and its allocation is intended to support raw material security for the company’s cement operations in the region. The designation follows the government auction process and will allow the company to plan development and integration of the deposit into its supply chain.

The current market capitalisation stands at Rs. 430.38 billion (bn), reflecting market response to the mining news and prevailing valuation levels for the sector. Investors and analysts will watch for formal allotment and related disclosures that can clarify timelines, capital expenditure and expected production profiles. The report is intended for informational purposes and does not constitute investment advice, and market participants are advised to consult advisers before making decisions.

Continue Reading

Concrete

Star Cement Named Preferred Bidder For Boro Lakhindong Block

Preferred bidder for limestone mining lease in Assam

Published

on

By

Shares



Star Cement has been declared the preferred bidder for the mining lease for Boro Lakhindong West Block following e-auctions conducted by the Government of Assam. The block is located in Boro Lakhindong Village, Umrangso Tehsil, Dima Hasao District, Assam, and extends over an area of 123 hectares. The estimated limestone resource is 207.822 million (mn) tonnes (t), a quantity that will supply raw material for cement production and support the company’s manufacturing operations in the region.

The company is engaged in the manufacturing and selling of cement clinker and cement and distributes products across the north-eastern and eastern states of India. Star Cement operates plants and logistics networks that procure and process limestone to produce clinker for cement, and the addition of Boro Lakhindong is presented as a strategic enhancement of feedstock availability. The preferred bidder status secures rights to the specified lease area under the terms of the auction process.

Financial results for the company in the fourth quarter of fiscal year 2026 showed a consolidated net profit rise of 20.24 per cent to Rs 1,481.0 mn on an 11.54 per cent increase in revenue to Rs 11,735.5 mn compared with the corresponding quarter of the previous year. Those results reflected higher sales volumes and revenue growth in the company’s primary markets and are cited in company disclosures accompanying the lease announcement. The reported performance provides context to the company’s ability to pursue and finance new mining lease opportunities.

Market reaction to the declaration was modest, with the scrip rising zero point thirty six per cent to trade at Rs 212 on the BSE. The award of the Boro Lakhindong lease concludes the e-auction process for the west block and assigns operational rights to Star Cement as the preferred bidder, subject to completion of statutory and contractual formalities.

Continue Reading

Video Thumbnail

    SIGN-UP FOR OUR GENERAL NEWSLETTER


    Trending News

    SUBSCRIBE TO THE NEWSLETTER

     

    Don't miss out on valuable insights and opportunities to connect with like minded professionals.

     


      This will close in 0 seconds