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Logistics Untapped potential

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There are many elements that can make "Make-in-India" thrive. A sound industrial policy is one of them, and logistics is certainly another. Right now, logistics costs in India are 13-14 per cent! How it can be brought down to 10 per cent or even below? ICR takes a look.

Logistics-moving goods and connecting producers with consumers-is a critical part of the modern economy. India’s logistics sector is highly defragmented and the aim is to reduce the logistics cost from the present 14 per cent of GDP to less than 10 per cent by 2022, according to an update from the Department of Commerce. India’s logistics sector is very complex with more than 20 government agencies, 40 partnering government agencies (PGAs), 37 export promotion councils, 500 certifications, 10,000 commodities, and 160 billion market size. It also involves 12 million employment base, 200 shipping agencies, 36 logistic services, 129 ICDs, 168 CFSs, 50 IT ecosystems and banks and insurance agencies. Further, 81 authorities and 500 certificates are required for EXIM.

India has been grappling with high logistics costs of 16-18 percent to start with making exports uncompetitive vis-a-vis China, which has lower logistic costs of 8-10 per cent, in the US and Europe it is 8-9 per cent while in Japan it is 11 per cent.

Completing the dedicated freight corridor (DFC) project will free up some of the existing railway network for passenger trains. As Procycon Mukherjee points out in his article, the existing rail network has been designed to move passengers and not freight. Therefore, it is need based to have such a kind of project DFC. Appropriate technology will be used to enable Indian railways to regain its market share of freight transport by creating additional capacity and guaranteeing efficient, reliable, safe and cheaper options for mobility to its users. This is one step in the direction of reducing logistic cost.

DFCs: Regaining market share
Currently, the Indian Railways has lost a significant portion of its goods business to the road sector and has hoped that it would be able regain market share once DFC is operational. Some of the positives of DFC, Indian Railways will run freight train at the maximum speed of 100 km/per hour against the current maximum speed of 75 kmph on tracks. The average speed of freight trains will also be increased from existing speed of 26 kmph on Indian Railways lines to 70 kmph on DFC.

The Dedicated Freight Corridor Corporation of India Limited (DFCCIL) is a public sector undertaking corporation run by the Government of India’s Ministry of Railways to undertake planning, development, and mobilisation of financial resources and construction, maintenance and operation of the DFCs. While the western DFC will cover 1,504 km from Jawaharlal Nehru Port Trust near Navi Mumbai to Dadri in Uttar Pradesh through Vadodara-Ahmedabad-Palanpur-Phulera-Rewari, the Eastern DFC covers 1,856 km from Ludhiana in Punjab to Dankuni, near Kolkata in West Bengal, and will traverse the states of Haryana, Uttar Pradesh, Bihar and Jharkhand. The Railways plan to complete more than 60-70 per cent of the work in the two corridors this financial year and make them fully operational by 2021.

The three new DFCs will cover 5,769 km. The preliminary engineering and traffic system study of these corridors has already been completed. After the cabinet approval, DFCCIL-a special purpose vehicle set up in 2006 under the railways ministry?will undertake a detailed project planning including plans for land acquisition. While the East-West Corridor (2,328km) will be built between Kolkata and Mumbai, the North-South Corridor (2,327 km) is planned between Delhi and Chennai and the East Coast Corridor (1,114 km) between Kharagpur and Vijaywada.

Inland waterways: Untapped potential
India is blessed with 7,551 km of coastline and about 14,500 km of navigable inland waterways. Yet this sector has remained neglected despite universal acceptance that transportation through waterways, both coastal and inland, is fuel efficient, environment friendly and more economical than rail and road. Of the navigable inland waterways, 4,503 km are national waterways, the development and maintenance of which is the responsibility of the Indian government and the remaining portion is with state governments.

Using waterways for transporting people and goods is nothing new for India. Until about 100 years ago, the Ganga River was a busy waterway that was used for the movement of commodities such as tea, jute, and spices. But with the coming of the railways, this watercourse fell into disuse. At present, according to a World Bank report, India’s freight movement traverses mainly on roads (65 per cent). Railways come next (27 per cent); waterways account for just (0.5 per cent) of the movement. The freight movement on waterways across countries is also much higher in the West and China than in India: In the US, it’s about 8.3 per cent; in Europe 7 per cent; and in China it is 8.7 per cent. There are several reasons why the Centre is so enthusiastic about the waterways project. According to the World Bank, which is financing the National Waterway Project, the cost to transport one tonne of freight over one km for highways is Rs 2.28. It is Rs 1.41 for railways and Rs 1.19 for waterways. Second, its greener means less polluting.

"As per RITES Report of 2014 on "Integrated National Waterways Transportation Grid", one litre of fuel moves 24 tonne km by road, 95 tonne km on rail and 215 tonne km on inland water transport. Third, ferrying goods via waterways is faster than on congested road and rail networks, which slows the movement of cargo, adding to uncertainties, and increasing the costs of trade. Fourth is the pollution cost of traffic bottlenecks.

While there are several positives of the waterways project, any infrastructure development will have environmental costs, and those must be taken into account while evaluating the benefits of the project. This is because while the main infrastructure [waterway] is naturally available in this case, it needs to be "trained, maintained and upgraded" to ensure that the movement of cargo carriers is possible.

One important aspect of this "training" a waterway is dredging, which is required to ensure that the required water depth is maintained everywhere for the goods carriers to pass.

India has six national waterways: the Allahabad-Haldia stretch of the Ganga river (running through Uttar Pradesh and West Bengal); the Dhubri-Sadiya stretch of the Brahmaputra (Assam); the Kottappuram-Kollam stretch of the West Coast canal along with the Udyogamandal and Champakkara canals (Kerala); the Kakinada-Puducherry stretch along with the designated stretches of the Godavari and Krishna rivers (Andhra Pradesh, Puducherry); the designated stretches of the East Coast canal, the Brahmani river and the Mahanadi delta (Odisha); and the Lakhipur-Bhanga stretch of the Barak river (southern Assam). Ships that can travel freely through sea and river channels were first freed from a few provisions of the Merchant Shipping Act in 2011. Incidentally Merchant Shipping Act regulates the movement of ships in the river and in sea. This relaxation is now being significantly expanded to cover more ships. The changes in the Act on river-sea vessels were aimed at reducing the costs of constructing and operating vessels to encourage coastal shipping, inland water transport and trade. It was also designed to encourage the upgradation of existing inland vessels for coastal operations.

A seamless integration of river-sea trade using coastal ships is expected to provide an alternative means of quick discharge and dispersal of cargo from mother ships docking at big ports and their onward movement by sea to various smaller ports along the coast as well as inland locations. As ships built under the river-sea vessel regulations require very little depth to dock, they can load and unload cargo at smaller ports, which is not possible for bigger ships.

The Sagarmala programme is an initiative by the Ministry of Shipping to promote port-led development in the country through harnessing India’s 7,500 km long coastline, 14,500 km of potentially navigable waterways and strategic location on key international maritime trade routes. Sagarmala’s vision can have a potentially transformative impact on India’s logistics competitiveness and the wider economy.

Road transport and hurdles
There has been a significant increase in the commercial vehicles on the road in the recent times. Increase in commercial vehicles is a reflection of increasing demand for the movement of goods. According to surveys by the Indian Foundation of Transport Research and Training, one in every three trucks in the country is overloaded and they are to blame for 50 per cent of road accidents. In 2011, overloaded trucks accounted for 20 per cent of road accidents and in 2013, around 38,370 people were killed because of these overloaded vehicles.

Most trucks are found overloaded by 25-50 per cent. Senior fellow and coordinator of the Indian Foundation of Transport Research and Training (IFTRT), SP Singh, said: "When a truck is overloaded by 10 per cent, it’s steering and brake control is reduced by 50 and 40 per cent, respectively. Overloading also reduces the productive life of the road by 80 per cent and the productive life of the truck by 30 per cent."

But small-time operators and middlemen who run the majority of the country’s trucks consider overloading a necessary evil. Part of the problem is the industry’s skewed ownership pattern that makes accountability difficult. The problem lay in the lack of implementation of the Motor Vehicles Act. As an example, Singh mentioned the over 260 computerised weighbridges which has not stopped trucks in the capital from getting overloaded.

Around 5,000 cargo operators control the freight movement and only in about 2-3 per cent of the cases do customers access the truck owners directly to book for their goods. S Sriram, the professor of Transport Economics at Mumbai University, attributed the ownership structure to low capital requirements, easily available truck driving licenses, and easy availability of freight. He said the operators regularly loaded their trucks beyond the permissible axle load to maximise each vehicle’s earnings and the consignors of bulk commodities, like fertilisers, steel and cement, overloaded the vehicles in order to get freight service.

It’s a fact that when a truck is overloaded, the control on the steering and brake are reduced. In addition, frequent overloading reduces the productive life of the truck as well as the life of the road. In order to reduce the overloading of trucks and accidents, the Government has taken some major steps. For instance, a high penalty has been proposed in the Road Transport and Safety Bill for those who fail to comply with the new rules, with a suspension of permits for one month upon the first offense and a cancellation of permits if the offense is repeated. But these measurements are not enough to solve the problem as the truck owners or operators are still continuing to load their trucks beyond the permissible axle load to maximise each vehicle’s earnings.

Similarly, the consignors of bulk commodities like fertilizers, steel, and cement, overload the vehicles in order to save on the freight cost. Considering the trip economics, they are willing to pay higher prices to enter the city. In fact, there are a few states that have almost legalised overloading by issuing formal permits; illicit payments mostly clear the way for the vehicles. While there are weighing stations on the highways, it is surprising that many states or cities in India don’t even have check-posts to stop overloaded trucks from entering into the city or a dedicate area such as bridges. So, it appears that the main solution to overloading may lie in the proper implementation and enforcement of the Motor Vehicles Act.

In order to curb overloading, government or transport officers should more aggressively follow the Motor Vehicles Act and take strict actions against the rules violators. With such enforcement of the regulation, we can expect to see lower accidents, a lesser number of casualties and less damage on the Indian roads. All these will lead to higher productivity of the transport companies and that of the logistics sector.

Another problem which is often encountered by the truck operators is so called local truck owners not allowing "outside" truck operators to load consignment at few locations where local truck associations are very strong and classify themselves as local v/s outside. This results in the returning the truck empty after unloading the goods. It leads to waste of fuel and increase in transport cost. Turnaround time of truck is another pain point for easy truck movement. Normally at any factory gate you will find number of trucks parked in hundreds waiting to receive their load. Many factories call the trucks on ad-hoc basis, whereas very few have a system of first in and first out. Use of technology will only improve the scene.

After introduction of GST, crossing the border of a state has become little easy, yet at many places authorities still insist on paper documents creating stoppages to make quick money. Ministry can think of creating flying squads to arrest such harassments.

Rivigo experiment
India needs one million new truck drivers every year for the next 10 years to support the ecosystem and achieve our GDP growth aspiration. It is estimated that India will have 480 drivers for every 1,000 trucks on the road by 2022. The problem is not in the truck driver’s income or skill gaps but is deep-rooted in his terrible lifestyle away from his family. Long periods of absence leading to social disrespect, stigma and a risk perception of the job which makes their families push them to quit their job. Truck drivers play a vital role in freight transportation industry but unfortunately, drivers don’t get their fair share of economic growth. At Rivigo, a start up logistic company is working relentlessly to build a system that strives to improve their socio-economic conditions through couple of measures. It follows relay models that helps over 95 per cent of the pilots (drivers) get back home every day and spend quality time with their families. Rivigo has been an innovator and trend setter in logistics.

This supply demand gap has put pressure on the logistics companies. Every transporter or logistics company cites recruitment and retention of truck drivers as the biggest growth inhibitor for them. This has been also being highlighted in the draft National Logistics Policy council in their latest report.

Relay trucking model
The solution to curb the unprecedented shortage of truck drivers in India is clear -to make truck driving a regular day job using relay trucking. Relay trucking is an operating model innovation where drivers change over after every few hundred kilometres of driving through a network of change-over stops called "relay pit-stops" and then get rostered back to their home base to return to their families every single day. Relay Trucking is better service, more efficient and "Human."

Rivigo has been transforming the sector with their global-first driver relay model and cutting-edge technology to consistently provide unparalleled delivery times and reliability to clients. They are solving the challenges of the logistics industry using technology – be it problems like fuel analytics, route planning, human behaviour analysis or pure-drudgery elimination tasks like auto-alert systems and intelligent decision systems. Their technology obsession has resulted in simple, intuitive technology products gaining quick and easy adoption by the trucking ecosystem stakeholders.

Post demonetisation of high value currency, the logistics industry is grappling with cash shortage which has affected fleet operations across the nation and has crippled the Indian highways. Fleet owners have come to a bottleneck and cash shortage is threatening delivery of goods to consumers and businesses. 90 per cent of trucking spend and 40-50 per cent of the non-trucking logistics spend is rendered in cash.

About 85 per cent of the fleet owners who own less than five trucks spend hard cash towards diesel purchase, which comprises 45-50 per cent of the cost of trucking. Toll charges, which amount to 10-15 per cent of trucking cost and other overheads such as driver wages and vehicle maintenance, are also disbursed in cash. Only EMIs and replacement capex including tyre-related expenses are done to an extent through digital modes such as bank transfers and cheque payments. Overall, road logistics cash spend is estimated to be $100 to $110 billion or Rs 650,000 to 750,000 crore which would easily add up to 40 per cent of the cash in circulation in our economy. This is assuming the multiplier effect of currency that applies both ways, that is, the drivers who now get paid through digital modes will largely continue to spend through digital modes (also enabled by the current push towards cashless economy) Operations in the trucking sector can be made entirely cashless through the use of E-POD to get direct payment transfers from customers, automated bank transfers with the breakthrough same day settlement for brokers, integrated payment solutions with fuel companies for dealer payments and toll payments can be achieved through NHAI initiative on FASTag through RFID tags and wallet solutions. Also, fleet owners can remunerate truck driver wages, reimbursements and incentive payments directly through the Jandhan accounts.

Apart from digitisation and faster turnaround of trucks, cashless trucking economy will bring significant second order benefits. It will ensure less inefficacy owing to proper accounting of cash-related wastages (fuel, toll payments), eliminating instances of kerosene mixing by drivers and poor quality roads" usage to avoid toll cash, which also directly leads to the poor health of the fleet and poses a safety hazard. On the other hand, drivers will face less harassment from RTO and sales tax officers on highways and check posts. It will also improve road safety and adherence to regulations as it is a level playing field for non-compliant and compliant fleet owners, ending overloading and violation of safety norms. Truck drivers, loaders and all the large skill pools can be brought into the mainstream economy and will qualify for loans from financial institutions. Furthermore, it will also ensure employers and contractors pay minimum wages to workers in this sector. Lack of in-hand cash will reduce instances of substance abuse (including alcohol) and negatively impact the commercial sex worker trade on the highways which often leads to contraction of HIV amongst truck drivers.

There is short term pain to the sector due to lack of cash but in the long term, it can turn around the sector completely by making it efficient and safer and contribute significantly in making India cashless.

Now coming to cement specific, where subject is little different. In cement around 30 per cent cost is incurred on logistics, which is substantially higher than the general industry norms. There is enough scope to bring it down and companies like Shree Cement are setting an example. Cement plants need to make extensive use of technology to bring down the cost. In many places cement plant uses a mixed model of railways and road for dispatch of cement but there are few locations like Gagal (Burmana) where only road movement is possible since rail head is absent. Many of the hurdles explained above are quite pronounced in cement industry and need to be tackled on war footing. Taking advantage of present economic slowdown, there can’t be better time to undertake such initiatives.

– VIKAS DAMLE

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Concrete

ABB Extends Drive Lifespan at ACC Cement Plant Without Production Shutdown

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ABB reconditions 25 drives at ACC’s Jamul cement plant, avoiding 16 tonnes of CO₂ emissions while improving reliability through predictive maintenance.
Chhattisgarh

ABB has signed a multi-year Motion OneCare service agreement with ACC Limited, part of the Adani Group, to modernise ageing industrial drives at its Jamul cement plant in Chhattisgarh, improving operational reliability while avoiding approximately 16 tonnes of carbon dioxide (CO₂) emissions without disrupting production.

Announced on 27 October 2026, the agreement combines scheduled drive reconditioning, digital condition monitoring and energy appraisals to extend equipment lifespan, improve plant uptime and optimise maintenance costs. The initiative marks a shift from conventional equipment replacement towards a more resource-efficient approach to industrial asset management.

The first phase, completed in April 2026, involved the on-site reconditioning of 25 ABB ACS800 variable speed drives without a major plant shutdown. By retaining the existing cabinets and restoring the drive modules rather than replacing entire panels, ABB helped ACC preserve capital investment, minimise material consumption and avoid approximately 16 tonnes of CO₂ emissions.

A second phase, covering an additional 25 ACS800 drive modules, is scheduled for the fourth quarter of 2026. The programme is designed to improve long-term equipment reliability while allowing maintenance activities to be aligned with the plant’s operational schedules.

The ACS800 drives, installed at Jamul in 2010, had delivered more than a decade of near-continuous service in demanding cement manufacturing conditions. However, ageing electrical components and changing fault patterns had begun to affect their ability to meet the plant’s reliability requirements.

Rather than opting for complete equipment replacement, ACC engaged ABB’s certified engineers to conduct a comprehensive asset health assessment. The evaluation found that the existing cabinets and enclosures remained structurally sound, making targeted reconditioning a technically viable and cost-effective alternative to full replacement.

Drawing on nearly two decades of experience with ACC’s equipment and operating requirements, ABB developed a maintenance framework tailored to the plant’s shutdown windows, budget cycles and production priorities.

The Motion OneCare agreement incorporates planned equipment restoration, condition-based monitoring and energy assessments, enabling ACC to adopt a more systematic approach to maintaining critical electrical infrastructure.

As part of the programme, ACC has implemented ABB Ability™ Digital Powertrain Insights to monitor drive performance and identify emerging operational issues before they result in equipment failures.

The digital platform provides continuous visibility into parameters such as temperature, current, vibration and fault patterns. These insights allow maintenance teams to detect early signs of equipment deterioration, schedule interventions more effectively and reduce the likelihood of unexpected downtime.

Amit Gupta, Local Division Manager, Motion Services, ABB India, said: “We know what unchecked wear costs over time: a small inefficiency that eats away at ROI for years. At Jamul, the evidence pointed clearly to assets with productive life still in them.”

“Our job was to restore them properly and give the team the tools to stay ahead of the next problem. At ABB, we don’t just fix what fails. We want to protect what works.”

The initiative also demonstrates the growing relevance of circular economy principles in cement manufacturing, where extending the service life of existing industrial equipment can reduce capital expenditure, material consumption and the environmental impact associated with manufacturing replacement components.

According to ABB, drive reconditioning can reduce lifecycle emissions by 50 to 80 per cent compared with complete equipment replacement. By preserving functional components and restoring critical modules, the process helps retain the economic and material value of existing industrial assets.

The addition of energy appraisals in subsequent phases will further expand the programme beyond equipment restoration, enabling ACC to assess drive performance, identify energy-saving opportunities and improve operating efficiency.

For cement manufacturers, variable speed drives play an important role in controlling motors and optimising energy consumption across production processes. Maintaining their reliability and efficiency is essential for minimising operational disruptions and managing electricity costs.

Vinod Bahety, CEO – Cement Business, Adani Group, said: “Moving from reactive firefighting to a structured maintenance plan was exactly what this operation needed. That kind of peace of mind doesn’t come easily. It comes from a partner that understands how your business runs.”

“We didn’t need a full system overhaul; we needed expert support, actionable insights, and a plan we could execute around our schedule. That’s what we got.”

The project supports ACC’s broader strategy to improve manufacturing efficiency through digital transformation, preventive maintenance and sustainable asset management.

ACC, a subsidiary of Ambuja Cements and part of the Adani Group, operates 20 cement manufacturing facilities and 119 ready-mix concrete plants across India. The company has been advancing initiatives focused on renewable energy, circular economy practices and technology-driven operational improvements.

Alongside Ambuja Cements, ACC is part of a large-scale building materials business committed to achieving net-zero emissions by 2050, with near-term and net-zero targets validated by the Science Based Targets initiative (SBTi).

The Jamul initiative aligns with these sustainability objectives by demonstrating how equipment life extension and digital monitoring can contribute to resource efficiency without requiring large-scale replacement of existing infrastructure.

ABB, a global technology company specialising in electrification and automation, brings more than 140 years of industrial expertise and employs approximately 110,000 people worldwide. Its Motion Services business supports industrial customers through equipment maintenance, modernisation, digital monitoring and lifecycle management solutions.

The agreement also reflects a wider shift in industrial maintenance practices, with manufacturers increasingly adopting predictive technologies to improve equipment availability, manage costs and reduce unplanned shutdowns.

With 25 drives already reconditioned and another 25 scheduled for restoration, ABB’s collaboration with ACC illustrates how targeted modernisation, digital monitoring and circular maintenance practices can extend the operational life of critical equipment while supporting more efficient and sustainable cement production.

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Concrete

ABB Drives Digital Transformation at TCI MAX Cement Plant in J&K

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ABB deploys advanced process control at TCI MAX’s Srinagar cement plant to improve clinker quality, energy efficiency and sustainable manufacturing.

Kashmir 

ABB has deployed its advanced process control technology at TCI MAX Cement’s Srinagar facility in Jammu and Kashmir, marking the region’s first reported implementation of advanced process control (APC) in cement manufacturing and strengthening efforts towards more efficient, digitally enabled production.

Announced on 5 November 2026, the deployment of ABB Ability™ Expert Optimizer at the facility, operated by Trumboo Industries Pvt. Ltd., aims to improve process stability, clinker quality, energy efficiency and overall plant productivity. The implementation forms part of TCI MAX’s strategy to modernise its manufacturing operations through automation and digital technologies.

Following the integration of ABB’s advanced process control solution and supporting IT infrastructure, TCI MAX has reported improvements in operational productivity, product quality and sustainability-related performance indicators. The technology focuses on optimising the cement pyro process, a critical stage of production involving high-temperature processing and clinker formation.

Waseem Ahmed Trumboo, Director, Trumboo Industries Pvt. Ltd., said: “Introducing advanced process control at TCI MAX is an important step in how we are evolving our operations. Our focus is on improving the stability and efficiency of our processes while maintaining consistent clinker quality. We have been encouraged by the performance of the solution during commissioning and by the support from the ABB team, and we look forward to realizing its full potential.”

ABB Ability™ Expert Optimizer combines advanced process control, model predictive control (MPC) and artificial intelligence (AI) to continuously monitor and optimise manufacturing operations. By analysing process conditions, predicting operational behaviour and automatically adjusting key parameters, the system enables more consistent production while reducing process variability.

In cement manufacturing, maintaining stable pyro-processing conditions is essential for achieving uniform clinker quality and optimising thermal energy consumption. Fluctuations in operating parameters can affect fuel efficiency, production output and product consistency.

The deployment is designed to address these challenges through real-time process optimisation, helping operators maintain more stable kiln operations while improving the utilisation of fuel, electricity and raw materials.

Kapil Agarwal, Senior Vice President and Local Division Manager, Process Industries Division, ABB India, said: “Cement producers are increasingly looking to adopt digital technologies to achieve greater consistency and efficiency while addressing their sustainability priorities. ABB Ability™ Expert Optimizer brings advanced process control and deep cement process expertise together to help operators make their processes more stable and efficient. We are pleased to support TCI MAX as it takes this important step in its digital transformation.”

The technology also supports sustainability objectives by optimising fuel consumption, improving electrical energy efficiency and minimising process waste. More stable operations can contribute to lower energy intensity and reduced emissions associated with cement production.

For TCI MAX, the investment represents a move towards data-driven manufacturing, where automated control systems complement operator expertise to improve production performance and operational reliability.

The implementation is particularly significant for Jammu and Kashmir’s cement industry, as it introduces advanced process optimisation technology to a regional manufacturing facility. Its deployment could demonstrate the potential for wider adoption of digital automation across cement plants seeking to modernise their operations.

The project builds on ABB’s experience in delivering advanced process control solutions to cement manufacturers worldwide. Through the integration of industrial automation, predictive technologies and process engineering expertise, the company supports manufacturers in improving resource efficiency and maintaining consistent production quality.

As cement producers face increasing pressure to manage energy costs, improve productivity and reduce their environmental footprint, technologies such as AI-enabled process control and predictive optimisation are becoming important components of plant modernisation strategies.

ABB’s Expert Optimizer provides a platform for addressing these priorities by enabling automated adjustments based on changing process conditions, reducing reliance on manual intervention and supporting more efficient plant operation.

ABB, a global technology company specialising in electrification and automation, has more than 140 years of industrial experience and approximately 110,000 employees worldwide. Its Automation business employs around 26,000 people and provides technologies and services across process, hybrid and maritime industries.

The TCI MAX deployment reinforces ABB’s growing role in the digital transformation of cement manufacturing in India, where improving process efficiency and reducing energy consumption remain critical to the industry’s long-term sustainability.

With the advanced process control system now implemented at its Srinagar facility, TCI MAX aims to build on the initial operational improvements and further optimise production efficiency, clinker consistency and environmental performance.

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Concrete

Ramco Cements’ Hard Worker Wins Eight Awards at ‘Love of Advertising Awards 2026’

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Ramco Cements’ Hard Worker brand wins eight awards for excellence in advertising, packaging and brand identity at the Love of Advertising Awards 2026.

Hyderabad 

The Ramco Cements Limited’s construction chemicals brand, Hard Worker, has secured eight awards at the Love of Advertising Awards 2026, recognising its creative excellence across television, digital advertising, packaging design and brand identity.

Organised by the Advertising Club of Trivandrum, the awards were presented at a ceremony held at The Leela Raviz, Kovalam, on 24 October 2026. The recognition highlights Hard Worker’s integrated marketing strategy and its efforts to establish a distinctive presence in India’s competitive construction chemicals market.

The eight awards span multiple creative categories, reflecting the brand’s approach to combining product-focused communication with engaging storytelling, humour and innovative design. Through its campaigns, Hard Worker has sought to simplify technical product benefits and make construction chemicals more accessible and relatable to consumers and construction professionals.

Built around the philosophy of “Hard-working products for hardworking people”, the brand focuses on communicating practical product advantages through memorable advertising narratives while maintaining a consistent identity across different marketing platforms.

Its campaigns for Ramco Hard Worker Eco Plaster and Tile Fix have been central to this approach. The Eco Plaster campaign highlights water conservation through the product’s self-curing properties, positioning it as a solution that supports more efficient construction practices. Meanwhile, Tile Fix promotes specialised tile-fixing solutions by presenting their practical benefits through relatable situations and creative storytelling.

Beyond advertising, Hard Worker has invested in distinctive packaging and brand identity development to improve product recognition and maintain consistency across customer touchpoints. This integrated approach has helped the brand differentiate itself in a category where marketing communication has traditionally focused on technical specifications and functional performance.

A V Dharmakrishnan, CEO, Ramco Cements, said, “Winning eight awards at the Love of Advertising Awards is a proud moment for Ramco Cements and the Hard Worker team. We believe that building a strong brand requires not only quality products but also the ability to communicate their value in a compelling and differentiated manner. Hard Worker’s journey reflects our commitment to combining product performance with innovative marketing to create meaningful connections with our customers and strengthen our presence in the construction chemicals market.”

The recognition comes as building materials manufacturers increasingly focus on brand differentiation, product awareness and customer engagement to strengthen their position in the construction chemicals segment.

By using humour and storytelling to explain product applications and benefits, Hard Worker aims to bridge the communication gap between technical construction solutions and the practical requirements of contractors, applicators and end-users.

Balaji K. Moorthy, Executive Director – Marketing, Ramco Cements, said, “Hard Worker was conceived to bring a fresh perspective to the construction chemicals category, where product communication has traditionally been functional and technical. Our endeavour has been to break through the clutter with distinctive ideas, humour and storytelling, while keeping the product proposition at the heart of every campaign. The recognition across TV and digital advertising, packaging design and brand identity design demonstrates our integrated approach to building the brand. These eight awards are an encouraging recognition of the creative thinking and collaborative effort behind Hard Worker’s marketing initiatives.”

The awards add to Hard Worker’s growing portfolio of creative recognitions and reinforce Ramco Cements’ emphasis on integrating product innovation with strategic marketing.

The brand’s communication initiatives also reflect a wider shift in the construction materials industry, where manufacturers are increasingly adopting consumer-focused marketing strategies to improve product understanding and strengthen relationships with construction professionals.

With its portfolio of construction chemicals, Hard Worker aims to address evolving requirements for durability, application efficiency and construction quality. Its marketing efforts seek to complement these product attributes by building stronger awareness and encouraging the adoption of specialised construction solutions.

Ramco Cements, one of India’s established cement manufacturers, operates across cement and allied building solutions. Through Hard Worker, the company is expanding its presence in the construction chemicals segment with products designed to enhance performance, quality and durability in modern construction applications.

The latest recognition strengthens Hard Worker’s brand visibility and underscores the growing importance of creative communication in promoting technical building materials. Ramco Cements intends to continue combining product development with distinctive marketing initiatives to support the brand’s growth in India’s construction chemicals market.

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