Project Report

On

A comparative study of “Branding”

In

CEMENT INDUSTRY
Submitted in partial fulfillment of the requirement of degree in
Bachelor of Business Administration
Of
MAHARSHI DAYANAND UNIVERSITY, ROHTAK
Session 2019-20
SUBMITTED TO: SUBMITTED BY:
Mrs. Renuka SHIVAM
Asst. Professor (BBA Dept.)BBA GEN VIthSEM
ROLL NO.: 1525210003
REG. NO.: 17F2341127
UNIV. ROLL NO.:

DAV CENTENARY COLLEGE

NH-3, N.I.T., Faridabad (Haryana)

 ACKNOWLEDGEMENT
Firstly I would like to express my gratitude to the MaharshiDayanand University for
providing us this opportunity in our curriculum schedule. Then I would like to thank D.A.V
Centenary College for providing us the conducive environment under which we are able to
perform in the best possible manner.

I would also like to thank Mrs. Renuka , Lecturer (BBA Depart.) for her sincere guidance
and valuable assistance for completing this project report. I am pleased to record my gratitude
and sincere thanks to all the respondents who have contributed for the completion of this
project.

In the end, it is with great pleasure and pride I present this report.

However, I accept sole responsibility of any possible errors.

[ SHIVAM ]
 Phone: 0129-2415044

D.A.V. CENTENARY COLLEGE,

Accredited with ‘A’ Grade by NAAC
N.H.-3, N.I.T. FARIDABAD
(Affiliated to M.D. University Rohtak, Haryana)

Ref. No. ………………… Date: ………………………

CERTIFICATE

This is to certify that Project Report, titled “Branding in Cement Industry”embodies the
original work done by Mr. Shivam under College Roll No. 1525210002 and University Roll
No._________________________ and University Registration No. 17F2341127in partial
fulfillment of the course requirement of BBA(GEN)-6th Semester in session 2019-2020.

(Mrs. Renuka)
Project Guide (Marketing)
Assistant Professor
Department of Business Administration
 PREFACE
For the deep inclination into the marketing concepts Practical Training is an important aspect.
Theoretical knowledge gives us the fundamental concepts of management, and Practical
training teaches us those tact and skills, which are successfully employed to capture today’s
competitive market. Theoretical lecture must be correlated with practical training to make
learning process more effective and to provide to judge and apply one’s theoretical
knowledge.

My project titled “The Study Branding” has enabled me to have a broader knowledge about
Branding in the CEMENT INDUSTRY. Basically, it has given me the opportunity to have a
detailed study about the existing branding concepts.

This Project has also provide me an opportunity to gain practical experience, which have
increased my sphere of knowledge to great extent. It has also given me an opportunity to
understand branding in Cement Industry. I have tried to summarize all my observation,
experience and the knowledge acquired in this project report.
Index
 CHAPTER-1
INTRODUCTION TO
THE TOPIC
 INTRODUCTION

Branding refers to the process of creating a unique name, design, symbol, or any other feature
that identifies and differentiates a company, product, or service from its competitors. It is a
critical aspect of marketing that helps businesses establish a strong and memorable identity in
the minds of their target customers. Effective branding strategies often include the
development of a brand message, a visual identity system, and consistent messaging across
all marketing channels. The goal of branding is to create a strong and positive impression of
the brand in the minds of customers, which can lead to increased brand loyalty, customer
trust, and ultimately, sales.

The term brand means different things to the different roles of buyer and seller, with buyers
generally associating brand with a product or service, and merchants associating brand with
identity. Brand can also identify the company behind the specific product — that’s not just a
biscuit, that’s Britannia biscuit. This use of brand puts a “face” behind the name, so to speak,
even if the “face” is the result of advertising copy and television commercials. This use of
brand also says nothing of quality, just the buyer’s exposure to the brand’s PR and media
hype. For the typical merchant, branding is a way of taking everything that is good about the
company — positive shopping experience, professionalism, superior service, product
knowledge, whatever the company decides is important for a customer to believe about the
company — and wrapping these characteristics into a package that can be evoked by the
brand as signifier.

Meaning of Branding: Branding is the process of creating the brand identity of a company.
This process also delivers materials that support the brand, like a logo, tagline, visual design,
or tone of voice.

Definition of Branding: “Branding is endowing products and services with the power of a
brand”

Branding is the process of giving a meaning to specific organization, company, products or

services by creating and shaping a brand in consumers’ minds. It is a strategy designed by
organizations to help people to quickly identify and experience their brand, and give them a
reason to choose their products over the competition’s, by clarifying what this particular
brand is and is not.

What is Branding – BASIC CONCEPT

The basic branding concepts are as follows:

1. Brand Name – The brand name is often used interchangeably with “brand”, although
it is more correctly used to specifically denote written or spoken linguistic elements of a
brand. In this context a “brand name” constitutes a type of trademark, if the brand name
exclusively identifies the brand owner as the commercial source of products or services.
A brand owner may seek to protect proprietary rights in relation to a brand name through
trademark registration.

2. Brand identity – Brand identity is fundamental to consumer recognition and

symbolizes the brand’s differentiation from competitors. Brand identity may be defined
as simply the outward expression of the brand, such as name and visual appearance.

3. Brand Personality – It is the attribution of human personality traits to a brand as a

way to achieve differentiation. Such brand personality traits may include seriousness,
warmth or imagination. Brand personality is usually built through long-term marketing,
as well as packaging and graphics.

4. Brand Promise – It is a statement from the brand owner to customers, which identifies
what consumers should expect from all interactions with the brand. Interactions may
include employees, representatives, actual service or product quality or performance,
communication, etc. The brand promise is often strongly associated with the brand
owner’s name and/ or logo.

5. Brand Equity/Value – It measures the total value of the brand to the brand owner, and
reflects the extent of brand franchise. Brand value, especially in the case of consumer
product brands, may arise out of customer loyalty. Brand value may also arise in terms
of staff retention benefits (e.g., the ability of the company to attract and retain skilled
and/or talented employees offering competitive salaries.)

6. Awareness – The percentage of population or target market who are aware of the
existence of a given brand or company.

There are two types of awareness:

i. Spontaneous – It measures the percentage of people who spontaneously mention a
particular brand when asked to name brands in a certain category.

ii. Prompted – It measures the percentage of people who recognise a brand from a
particular category when shown a list.

7. Brand Architecture – How an organisation structures and names the brands within its
portfolio.

There are three main types of brand architecture system:

i. Monolithic – Where the corporate name is used on all products and services offered by
the company. For example, Sony uses its corporate name for all product categories.

ii. Endorsed – Where all sub-brands are linked to the corporate brand by means of either
a verbal or visual endorsement. For example, Tata Indica, Tata Safari.

iii. Free Standing – Where the corporate brand operates merely as a holding company,
and each product or service is individually branded for its target. For example, HUL
using Lux for soap, Clinic Plus for shampoo, etc.

8. Brand Association – The feelings, beliefs, and knowledge that consumers (customers)
have about brands. These associations are derived as a result of experience and must be
consistent with the brand positioning and the basis of differentiation. For example, LIC.

9. Brand Differentiation – It is the process of creating a perceived difference, in the

mind of the consumer, between a brand and its competition. The critical issue in
differentiation is that consumers perceive a difference between brands. If consumers do
not perceive a difference, then whether real differences exist or not does not matter.

Further, if a firm’s brand is not perceived as distinctive and attractive by consumers, then
consumers will have no reason to choose that brand over one from the competition or to
pay higher prices for the “better” or “more meaningful” brand.

10. Brand Commitment – The degree to which a customer is committed to a given brand
in that they are likely to repurchase/re-use in the future. The level of commitment
indicates the degree to which a brand’s customer franchise is protected from competitors.
Nature of Branding
1. Target ability: One of the main characteristics of brands is that they must be targetable.
That is, business owners must identify the types of customers who are most likely to
purchase their brands. No one brand can appeal to the entire market. Hence, companies
must focus on narrower segments of the population for greater manageability.
Companies often use demographics such as age, income and education as key target
elements. Geography, lifestyles and buying patterns are also important.
2. Awareness: Another characteristic of brand is that it creates awareness. Brand
awareness is the percentage of people who are aware of a particular brand. Companies
that are well- established usually enjoy the highest levels of brand awareness.There are
many ways to build brand awareness, including television, radio, magazine, newspaper
and Internet advertising. Logos also help companies build brand awareness, as people
often recognise brands by these symbols or diagrams. The best type of brand awareness
is top-of-mind awareness. This is when people think of a particular brand first when
asked.

3. Consistency: Brands must also remain consistent throughout their existence. Business
makes numerous promises in commercials and ads about their brands, and consumers
expect companies to continue living up to these promises. For example, customers may
buy a certain cleaner because it’s highly effective in removing grease stains. Hence, it
shouldn’t matter if customers buy the brand a month or year later. The product should
still be effective in removing grease stains.

4. Distinctive Design: People make a decision about the company and the brand within a
few seconds of initial contact, so first impressions do count. Customers process through
their eyes, so design has a keen emotional and memorable impact on the brain.
Companies should make sure that the visual branding elements are not only consistent
across all media (business card, website, advertising, social media platforms etc.), but
they are conveying the message and the feeling they want their brand to evoke.

5. Loyalty: Brand loyalty is the highest achievement or apex for any company. Brand
loyalists are customers who buy a particular brand exclusively. Many consumers prefer
using certain brands of clothing, toothpastes. They like how their favourite brands work,
or enjoy how certain brands benefit them.

The best way to build brand loyalty is to stay in close contact with customers. Know
what features or product characteristics are most important to them. Companies must
also ensure that their brands continue to be available in stores to maintain high levels of
brand loyalty.
SIGNIFICANCE : In Context of Consumer & Firm
1. Significance of Brands to Consumers:

i. Brands facilitate the identification of products at the point of purchase.

ii. Brands offer a measure of protection to consumers because they usually identify the
manufacturer or supplier.

iii. Brands give consumer greater freedom of choice in where they buy the product. For
example, Panado tablets will be the same at the same at all pharmacies.

iv. Brands lead to improved products due to competition and continual product
differentiation.

v. Brands simplify the purchasing transaction because consumers are familiar with the
trademarks.

2. Significance of Brands to Firms:

i. Products, and particularly the brands, have to be presold through advertising so that the
consumer will recognise and select those products on retailers’ shelves.

ii. Brands facilitate the use of non-price competitive strategies, such as product
differentiation, although of course, price competition can never be eliminated
completely.

iii. Brand trademarks facilitate product diversification is certain respects. A new product
item can, e.g. be added with greater ease to a known product line as compared with one
that has trademark.

iv. Strong brands command higher price points and higher margin.

v. Strong brands embody a clear, valued, and sustainable point of difference.

Brands are made up of following elements, which have been
briefly discussed:
1. Logo – is the visual trademark that identifies the brand. Many products are recognized
by their logo. For example, ‘a star’ is used as a logo by Bank of India, hence, where ever
this red star is seen one can assume that either there is bank branch or the bank ATM.

2. Name – name is the other element of the company. Every business must have a name
and two companies cannot have the same name. It is an important element as the name is
unique and distinctive to every company.

3. Tagline or Catchphrase – all marketers try to keep a tagline that becomes a symbol of
recognition for the product. The more catchy the tagline, more popular it becomes with
the consumers. It is more significant when the consumers are children or teenagers. For
example “thanda mane coca-cola” tagline was a very good strategy of the company as it
tried to associate the cold drink with thirst.

4. Graphics – these are the special visuals used by the company which can be seen and
identified from afar. For example the dynamic red coloured M is a trademarked part of
Mc Donald’s brand. Even ‘Haldiram’ uses special high name boards and similar entry
design to the outlet.

5. Shapes – The distinctive shapes are trademarked elements of a particular brand. For
example ‘Apple’ uses the design and shape of an apple fruit from which a bite has been
taken.

6. Colours – in visual signs, colours play a very big role. Sometimes a colour becomes
the symbol of recognition. Therefore the companies try to choose a bright colour to
become easily noticeable by the consumer.

7. Sounds – A unique tune or set of notes can denote a brand. For example-IDEA had
kept the song and sound – “you are my pumpkin, pumpkin, you are my honey bunny”,
which became very popular tune.

8. Tastes – in hospitality industry, taste is of utmost importance, particularly when it

cannot be duplicated. For example, in ‘Panchi Bhujia and Petha’ have maintained the
unique taste and Kentucky Fried Chicken has trademarked its special recipe of eleven
herbs and spices for fried chicken.
9. Movements – the companies, such as in automobiles business must focus on special
movement features which the competitor does not have for example, Lamborghini has
trademarked the upward motion of its car doors.

10. Customer relationship management – every business tries to not only woo
customers but also tries to retain them by using various CRM techniques.

7 COMPONENTS OF A COMMPREHENSIVE BRAND

STRATEGY :
There are seven components of a comprehensive brand strategy that will help keep a
company going strong for many years.

1. Consistent policy – Once the key brand attribute has been decided by the marketer, it
must remain common in all communications with the customer.

2. Brand must be in sync with the Business Model – It relates to what the customers
perceive about the company, and how the company makes the consumers feel about the
brand. For example, Apple does not just sell computers and music equipment; it sells
well-designed products that are easy to use.

3. Connect emotionally with the buyer – Customers can either think rationally about the
product or service, or they can think emotionally about it. Company must find a way to
connect to buyers on a deeper emotional level.

4. Cultivate buyers by rewarding – when buyers shower love by being loyal customers,
the company must return the gesture by coming out with schemes especially designed to
reward such buyers.

5. Measuring results – By staying vigilant, the company can measure whether the
branding strategies are aligning well with overall brand strategy.

6. Ensuring Flexible – Marketers must remain flexible to stay relevant.

7. Keeping watch on Competitors – The Company must take the competition as a

challenge to improve its own strategy and create greater value in overall brand.
COMMON MISCONCETION & FACTS WITH RESPECT TO
BRANDING :
Small businesses often feel that they do not have sufficient budget and knowledge to
develop a competitive and effective brand and product strategy. Because of this, they
may choose to forgo any brand planning and strategy at all.

For example – A small dress designer who started the business on a small scale started
with the “tag line”- “straight from soul” which worked in her favour.

Proper branding can result in higher sales of not only one product, but on other products
associated with that brand. For example, if a customer loves Pillsbury biscuits and trusts
the brand, he or she is more likely to try other products offered by the company such as
chocolate chip cookies.

Brand is the personality that identifies a product, service or company that is name, term,
sign, symbol, or design, or combination of them and how it relates to key constituencies
such as customers, staff, partners, investors etc.

Careful brand management seeks to make the product or services relevant to the target
audience. Brands should be seen as more than the difference between the actual cost of a
product and its selling price.

A brand which is widely known in the marketplace acquires brand recognition. When
brand recognition builds up to a point where a brand enjoys positive sentiment in the
marketplace, it is said to have achieved brand franchise.

Brand recognition is most successful when people can state a brand without being
explicitly exposed to the company’s name, but rather through visual signifiers such as
logos, slogans, and colours. For example, Disney has been successful at branding with
their particular script font which it used in the logo for go(dot)com.

Consumers may look on branding as an aspect of products or services, as it often serves

to denote a certain attractive quality or characteristic. From the perspective of brand
owners, branded products or services also command higher prices. Where two products
resemble each other, but one of the products has no associated branding, such as a
generic, store-branded product, people may often select the more expensive branded
product on the basis of the quality of the brand or the reputation of the brand owner.
FEATURES OF GOOD BRAND NAME
The following are the main features of a good brand name:

1. It must be Easy to Pronounce and Remember – For instance, “HOECHST” is difficult

to pronounce. On the other hand, “Murphy Baby” and ‘Click’ are fine examples.

2. It should be Short and Sweet – The name must be short yet sweet, appealing to eyes,
ears and brain. Mukund and Mukund, Panama, D.C.M., Bombay Dyeing, Bata, Tata, etc.,
are of such kind.

3. It should Point out Producer – The name or symbol should be given connotation of the
product, producer, etc. The best examples are NELCO, MICO, LT. AMUL, B.T. INDAL
etc.

4. It should be Legally Protectable – The brand name must lend, themselves for legal
protection. A brand name, legally recognised, is known as trade mark. Normally, it
depends on the will and discretion of a producer, middlemen than on brand name.

5. It should be Original – The brand name selected must not be general but specific. It
must be such that it is not easily copied by others. Hardly does one finds the use of brand
“Philips” by imitators. On the other hand, “Glucose” and “Glucose” biscuits are
different. There is difference in “Upkar” and “Upchar” Supari. But for a common man, it
is more difficult to identify and differentiate.

6. It should Reflect Product Dimensions – A good brand name is one which reflects
directly or indirectly some dimensions say product benefit, function, results and so on.
For instance EZEE of Godrej Company is really easy to use for better results; another
brand GOODNIGHT of a mosquito repellent pad implies the user says ‘goodnight’ to
mosquitoes as he is going have good and sound sleep at least eight-hours. PUMA brand
shoes are the symbol of speed as panther is shown.

3 MAIN TYPE OF BRAND AWARENESS

Brand awareness refers to customers ‘ability to recall and recognize’ the brand under
different conditions and link to the brand name, logo, and jingles and so on to certain
associations in memory. It consists of both brand recognition and brand recall. There are
various levels of brand awareness that require different levels and combinations of brand
recognition and recall.

It can be of following three types:

1. Top-of-Mind is the goal of most companies. Top-of-mind awareness occurs when the
brand is what pops into a consumers mind when asked to name brands in a product
category.

For example, when someone is asked to name an adhesive, the common answer is
“FEVICOL,” which is a top-of-mind brand.

2. Aided Awareness occurs when a consumer is shown or reads a list of brands, and
expresses familiarity with the brand only after they hear or see it as a type of memory
aide.

3. Strategic Awareness occurs when the brand is not only top-of-mind to consumers, but
also has distinctive qualities that stick out to consumers as making it better than the other
brands in the market. The distinction that sets a product apart from the competition is
also known as the Unique Selling Point or USP.

EXAMPLES PF BRAND NAME STYLES

Keeping a brand name is as difficult as or even more difficult than keeping your baby’s
name. Brand names come in many styles and forms.

A few examples are as follows:

1. Initialism – A name made of initials such, as UPS or IBM

2. Descriptive – Names that describe a product benefit or function

3. Alliteration and rhyme – Names that are fun to say and stick in the mind, such
Dunkin’ Donuts

4. Evocative – Names that evoke a relevant vivid image, such as Amazon or Crest

5. Neologisms – These are completely made-up words, Kodak

6. Foreign word – Adoption of a word from another language, such as Volvo or Samsung
7. Founders’ names – Using the names of real people, especially a founder’s name, such
as TATA or BIRLA

8. Geography – Many brands are named for regions and landmarks, such as Fuji Film

9. Personification – Many brands take their names from myths, such as Nike

ADVANTAGES OF BRANIDG
In a developing country like India, thousands of brands are registered under the prevalent
legislation. Branding is important in India where products of widely differing qualities
are entering the retail market. Till consumer confidence is not established, branding has
special significance in our market—as a means of identification.

The following are the typical advantages of branding:

(1) Separate Status:

The brands of Soap, such as Sunlight, Hamam, Lux, Pears, Moti indicate their own
individual distinctive characteristics. The article is the same, viz., soap, but each brand
has a separate status, creates different impressions upon consumers. The consumer at
once understands all about the quality and price when he reads the advertisements of the
brands. Therefore, branding facilitates the manufacturer to isolate his product from those
of others and then to make it popular in the market. Branded products enjoy individuality
or separate existence.

(2) Helps Publicity:

It enables producers to publicise the product or the name of the organisation with great
ease. Once the brand is established and gets reputation in the market, only moderate
advertising becomes sufficient to retain the memory of the product in the minds of
consumers.

(3) Special Market:

A manufacturer can create a special demand for his brand through intensive
advertisement. Once the branded product is sufficiently publicised producers can stand
the competition in the market with great strength as customers prefer a particular brand
only.
(4) Pre-Sold Goods:

National publicity of branded product is very easy. A branded article is willingly stocked
by the retailers as their advertising expenses on that product are reduced on account of
the fact that the branded article gets sufficient publicity by the manufacturer’s own
advertising campaign.

(5) Quality Assurance:

Once a branded article is established in the market, the manufacturer has to remain alert
in maintaining its quality so that preference of the public for that brand may not dimi nish
in future.

(6) Control over Prices:

Manufacturer can directly control the price of the article, as in the case of a branded
product, it is he who has to fix the retail selling price and print them on the packages.

(7) Easy Identity:

Consumers can easily identify the branded product and protect themselves from getting
inferior types of products. A branded product can be easily distinguished from its rivals.

(8) Cheating Impossible:

As the retail price of the branded product is fixed by the manufacturer, consumers cannot
be cheated at the hands of the retailers. The retail price must be printed on each package.

(9) Consumers’ Confidence:

Consumers pin their faith on the branded articles as they are certain that the
manufacturer has tacitly undertaken the responsibility in regard to its quality through his
own trade-name or mark.

Trade Name:

It is the name of business. It points out the identity of the manufacturer, e.g., Tata’s,
Godrej. When a trade name is registered as a trade mark it becomes a registered brand
and serves three purposes; 1. Identity of producer, 2. Identity of his product, and 3. Legal
protection. When a trade name acts as an unregistered brand it cannot have legal
protection.
Patent/Copyright:

An invention, a new idea, a new process can be registered as a patent under the
legislation so that the author of the patent has exclusive rights to use it for a certain
period. Similarly, in the case of books, an author can have a patent in the form of
copyright for his life time and for 50 years after his death.

DISADVANTAGES OF BRANDING
1. Cost:

If anyone wishes to create and maintain a strong brand presence, it can involve a lot of
design and marketing costs. A strong brand is memorable, but people still need to be
exposed to it, this often requires a lot of advertising over a long period of time, which
can be very costly. There are also costs involved with the creating of a brand image or
logo (paying for a designer, printing new letterheads/business cards, etc.).

2. Higher Prices:

Usually, customers have to pay high prices for branded products compared to unbranded
products. The higher price is explained by the additional production costs and marketing
expenditures incurred by the supplier in developing and supporting the brand.

3. Low Profit Margin:

Branded goods give low profit margin to the dealers. When the customers are highly
loyal to a brand, the firm enjoys a supremacy over the dealers and they will be forced to
deal at a profit margin decided by the firm.

4. Brand Monopoly:

Branding may lead to brand monopoly which is not a desirable situation in a market. A
monopoly brand can exercise control over the demand for the products. It can also
charge undue price for the product.

5. Impersonal:

One of the main problems with many branded businesses is that they lose their personal
image. The ability to deal on a personal basis with customers is one of the biggest
advantages small business have, and poorly designed branding could give customers the
impression that the business is losing its personal touch.
 CHAPTER-2
Industry profile

CEMENT INDUSTRY
 HISTORY OF CEMENT INDUSTRY IN INDIA

Discovery of Cement

John Smeaton, who is also known as “father of civil engineering” and credited for design of
many bridges, canals, harbors etc. was the first proclaimed civil engineer and pioneered the
use of ‘hydraulic lime’, which led to discovery of modern cement.

The common cement or Portland cement was prepared and Patented by Joseph Aspdin in
1824.

In the later part of 19th century, cement production was taken up by many countries many
decades after the first patent was taken by Aspdin in England.

First Cement Factory of India

India entered into the Cement Era in 1914, when the Indian Cement Company Ltd. started
manufacturing Cement in Porbundar in Gujarat.

However, even before that a small cement factory was established in Madras in 1904 by a
company named South India Industrial Ltd.

Indian Cement Company Ltd produced only one type of cement which was designed by the
British standard committee as “Artificial Portland Cement”. This company marketed its
product in Mumbai, Karachi, Madras and other parts and became a financial success.

At that time India had to import cement from England. The price of the imported cement was
higher. Some other factors such as increase in domestic demand, reduction in supply from
abroad (due to war), availability of Indian Capital, ample raw material, Cheap labour, support
of the government etc. made it a leading industry in India in a short period of time.

 In January 1915, a cement unit was started at Katni in Madhya Pradesh

 In December 1916, another unit at Lakheri in Rajasthan was started.

During the First World War period, cement production in these three important factories was
taken under control of the government and later the control was lifted once the war was over.
After the war, 6 more units were launched in India.
 In 1924, India’s cement production was 267000 tons. However, initially this increased
production could not reduce the imports and the industry suffered a rate war. This led to
closure of many indigenous units. The Indian companies which were away from ports or
commercial centres faced the lacational disadvantage.

The above incidents led to the industry stakeholder approach to the government for some
kind of protection. The British government constituted a Tariff board , which recommended
protection of the indigenous industry against the dumping of the imported cement. It
recommended raising of the customs duty to 41% which was around 15% at that time, but
this recommendation was not accepted by the government.

Key Other Landmarks in History of Cement

 In 1925, first association of the cement manufacturers was formed as “Cement

Manufacturers Association“.

 It was followed by “Concrete Association of India” in 1927.

 In 1930 “Cement Marketing Company of India” was started and this was followed by a quota
system on the basis of installed capacity of the factories.

 In 1936, all the cement companies except one i.e. Sone valley Portland Cement Company
agreed and formed Associated Cement Companies Ltd. (ACC).This was the most
important even in the history of cement industry in India. Many more companies were
established in the following years.

 Before partition India had 24 factories, out of which India retained 19 factories, which annual
production of 2.1 million tons. Pakistan faced a problem at the supply side as it had problem
of disposal of the cement produced and India faced a problem in demand side as production
fell to 2.1 million tons from 2.7 million tons.

 After Independence, the partition of the country had a bad impact on the cement industry.

Cement Expansion Scheme

In 1948, the government adopted the Cement Expansion Scheme which envisaged new

factories to increase the production. New factories were established at Bagalkot, Jaipur,
Orissa, Travancore etc. In 1950-51, there were 22 operating units with an installed capacity
of 3.3 million tons. Cement industry was given a great importance in all the initial five year
plans. The target of the first five year plan was to raise the installed capacity to 5.4 million
tons which was achieved. The industry has grown to manifold since then.

AN INTRODUCTION TO CEMENT INDUSTRY

India is the second-largest producer of cement in the world. It accounts for more than 8% of
the global installed capacity. India has a lot of potential for development in the infrastructure
and construction sector and the cement sector is expected to largely benefit from it.
Furthermore, on the back of rising rural housing demand, the consumption of cement in India
has been growing consistently as it is one of the cheapest products to buy in terms of Rs./kg.
Strong expansion of the industrial sector, which has fully recovered from the COVID-19
pandemic shock, is one of the main demand drivers for the cement industry. As a result, there
is a strong potential for an increase in the long-term demand for the cement industry. Some of
the recent initiatives, such as the development of 98 smart cities, are expected to significantly
boost the sector.

Aided by suitable Government foreign policies, several foreign players such as Lafarge-
Holcim, Heidelberg Cement, and Vicat have invested in the country in the recent past. A
significant factor which aids the growth of this sector is the ready availability of raw
materials for making cement, such as limestone and coal.

Currently, the installed cement capacity in India is 553 MTPA with a production of 298
MTPA.

CEMENT PRODUCTION IN INDIA

The cement demand in India is exhibiting a CAGR of 5.65% between 2016-22. As India has
a high quantity and quality of limestone deposits through-out the country, the cement industry
promises huge potential for growth. India has a total of 210 large cement plants, of which 77
are in Andhra Pradesh, Rajasthan, and Tamil Nadu. Nearly 32% of India's cement production
capacity is based in South India, 20% in North India, 13% in Central, 15% in West India, and
the remaining 20% is based in East India. India's cement production is expected to increase at
a CAGR of 5.65% between FY16-22, driven by demands in roads, urban infrastructure and
commercial real estate. The consumption of cement in India is expected to grow at a CAGR
of 5.68% from FY16 to FY22. As per Crisil Ratings, the Indian cement industry is likely to
add ~80 million tonnes (MT) capacity by FY24, the highest in the last 10 years, driven by
increasing spending on housing and infrastructure activities.
 MAJOR PLAYERS OF CEMENT INDUSTRY

AMBUJA CEMENT
Ambuja Cement is an Indian multinational cement company. The company headquarter is in
Mumbai, Maharashtra, India. It is India’s foremost cement company known for hassle-free,
home-building solutions. The company has unique products tailor-made for Indian climatic
conditions, sustainable operations and initiatives that contributing to the larger benefit of the
society, has made it the most trusted cement brand in India. On May 15, 2022, Adani Group
acquired Holcim’s stake in Ambuja Cements.

mbuja Cement has a cement capacity of 29.65 million tonnes with five integrated cement
manufacturing plants and eight cement grinding units across the country.

Products and services

 Ambuja Cement

 Ambuja Roof Special

 Ambuja Cool Walls

 Ambuja Cement Compocem

 Ambuja Buildcem

 Ambuja Powercem

 Ambuja Railcem

 Alccofine

History

Ambuja Cement established in 1983.

  1983, the company set up its first plant at Gujarat.

 2005, Ambuja Cements and another premier Indian cement company, ACC Limited,
became a part of the reputed Holcim group of Switzerland.

 2007, the company adopted a sustainable rural marketing model to provide technical
assistance in building rural infrastructure and impart training skills to villagers.

 2008, the company adopted a goal of ‘Zero Harm’ working environment.

 2009, the first Ambuja Knowledge Centre was set up to serve as a knowledge sharing
platform for architects, engineers and construction professionals.

 2010, the company received an ISO 9001:2008 certification for quality, an ISO
14001:2004 certification for environmental systems and OHSAS 18001:2007 by BSI.

 2015, Holcim Limited and Lafarge SA came together in a merger of equals to form

LafargeHolcim, the new world leader in building materials. The company has always
focused on building a brand rather than just selling a commodity in all over the world.

ULTRATECH CEMENT
UltraTech Cement Limited is the cement flagship company of the Aditya Birla Group. A
USD 7.1 billion building solutions powerhouse, UltraTech is the largest manufacturer of grey
cement and ready mix concrete (RMC) in India. It is also one of the leading players in the
white cement segment in India. It is the third largest cement producer in the world, excluding
China. UltraTech is the only cement company globally (outside of China) to have 100+
MTPA of cement manufacturing capacity in a single country. The Company’s business
operations span UAE, Bahrain, Sri Lanka and India.
UltraTech has a consolidated capacity of 134.55 Million Tonnes Per Annum (MTPA) of grey
cement. UltraTech has 23 integrated manufacturing units, 29 grinding units, one
Clinkerisation unit and 8 Bulk Packaging Terminals. In the white cement segment, UltraTech
goes to market under the brand name of Birla White. It has one White Cement unit and three
Wall Care putty unit, with a current capacity of 1.98 MTPA. With 185+ Ready Mix Concrete
(RMC) plants in 85+ cities, UltraTech is the largest manufacturer of concrete in India. It also
has a slew of speciality concretes that meet specific needs of discerning customers. The
Building Products business is an innovation hub that offers an array of scientifically
engineered products to cater to new-age constructions.

UltraTech pioneered the UltraTech Building Solutions (UBS) concept to provide individual
home builders with a one-stop-shop solution for building their homes. This is the first pan-
India multi-category retail chain catering to the needs of individual home builders (IHBs).
The purpose of this initiative is to engage with home builders at all stages of the construction
cycle, empower them with quality construction products and services, and assist in the
completion of their dream homes.

UltraTech is a founding member of Global Cement and Concrete Association (GCCA). It is a

signatory to the GCCA Climate Ambition 2050 and has committed to the Net Zero Concrete
Roadmap announced by GCCA. UltraTech is focused on accelerating the decarbonisation of
its operations. It has adopted new age tools like the Science Based Targets Initiative (SBTi)
and Internal Carbon Price as well as set ambitious environmental targets through both EP100
and RE100. UltraTech is the first company in India and the second company in Asia to issue
dollar-based sustainability linked bonds.

UltraTech works to actively contribute to the social and economic development of the
communities in which it operates in. The Company’s social initiatives focus on education,
healthcare, sustainable livelihoods, community infrastructure and social causes. UltraTech
reaches out to more than 1.6 million beneficiaries in over 500 villages in 16 states across
India.
 SHREE CEMENT
Shree Cement is a global benchmark in efficiency and sustainability.

Shree Cement is primarily an Indian cement manufacturer. It was founded in Beawar in the
Ajmer district of Rajasthan in the year 1979 and now headquartered in Kolkata, is one of the
biggest cement makers in Northern India. It also produces and sells power under the name
Shree Power and Shree Mega Power.

Shree Cement Limited is a listed public company incorporated on 25 October, 1979. It is

classified as a public limited company and is located in Beawar, Rajasthan. It's authorized
share capital is INR 75.00 cr and the total paid-up capital is INR 36.08 cr.

Shree Cement Limited's operating revenues range is Over INR 500 cr for the financial
year ending on 31 March, 2022. It's EBITDA has decreased by -7.76 % over the previous
year. At the same time, it's book networth has increased by 13.25 %. Other performance and
liquidity ratios are 

Description: The company provides building materials and manufactures cement and cement
products.

Products & Services: Cement and Cement Products.

The current status of Shree Cement Limited is - Active.

The last reported AGM (Annual General Meeting) of Shree Cement Limited, per our records,
was held on 28 July, 2022.

Shree Cement Limited has nine directors - Shreekant Somany, Sanjiv Krishnaji Shelgikar,
and others.

The Corporate Identification Number (CIN) of Shree Cement Limited is

L26943RJ1979PLC001935. The registered office of Shree Cement Limited is at BANGUR
NAGAR, , BEAWAR, Rajasthan.

The company has 9 directors and 2 reported key management personnel.

The longest serving director currently on board is Hari Mohan Bangur who was appointed on
31 July, 1992. Hari Mohan Bangur has been on the board for more than 30 years. The most
recently appointed directors are Neeraj Akhoury and Neeraj Akhoury, who were appointed
on 14 October, 2022.

Sanjiv Krishnaji Shelgikar has the largest number of other directorships with a seat at a total
of 11 companies. In total, the company is connected to 29 other companies through its
directors.

JK CEMENT
JK Cement Ltd. is one of India’s leading manufacturers of Grey Cement and one of the
leading White Cement manufacturer in the World. Over four decades, the Company has
partnered India's multi-sectoral infrastructure needs on the strength of its product excellence,
customer orientation and technology leadership. JK Cement’s operations commenced with
commercial production at its flagship grey cement unit at Nimbahera, Rajasthan in May
1975.
The Company has an installed Grey Cement capacity of 20 MnTPA as on date, making it one
of the top cement manufacturers in the Country. One of the leading manufacturers of White
Cement, globally, with a total white cement capacity of 1.20 MnTPA and wall putty capacity
of 1.2MnTPA. JK White Cement is sold across 43 countries around the globe and the
Company has a strong international presence with two subsidies, JK Cement Works Fujairah
FZC and JK White Cement (Africa) Ltd.

Products

J K Cement produces ordinary Portland cement of 53–grade, 43–grade and 33–grade. It

markets these cements under the brand name J K cement and Sarvashakitman.

It also manufactures Portland Pozzolana Cement and markets it under the name J K Super.

It markets white cement under the name J K White and Camel.

J.K. Cement has introduced water repellent material in powder form. It has also introduced
white cement based putty for plastering walls and ceiling and sells the same under the name
JK Wall Puty.

ACC CEMENT
ACC Limited (Formerly The Associated Cement Companies Limited) an Indian cement
producer, headquartered in Mumbai. It is a subsidiary of Ambuja Cements and a part of
the Adani Group. On 1 September 2006, the name of The Associated Cement Companies
Limited was changed to ACC Limited. The company was established in Mumbai,
Maharashtra on 1 August 1936.

History

In 1936, eleven cement companies belonging to Tata, Khatau, Killick Nixon and FE

Dinshaw groups merged to form a single entity, The Associated Cement Companies. Sir
Nowroji B Saklatvala was the first chairman of ACC. The first board of directors had some
prominent industrialists—J R D Tata, Ambalal Sarabhai, Walchand Hirachand, Dharamsey
Khatau, Sir Akbar Hydari, Nawab Salar Jung Bahadur and Sir Homy Mody.

The list of companies that were merged:

 The Indian Cement Co. Ltd.

 The Katni Cement and Industrial Co. Ltd.

 Budhi Portland Cement Ltd.

 The Okha Cement Co. Ltd.

 The Gwalior Cement Company Ltd.

 The Punjab Portland Cement

 The United Cement Co. Ltd.

 The Shahabad Cement Co. Ltd.

 The Coimbatore Cement

 The Dewarkhand Cement Co. Ltd.

 The C. P. Cement Co. Ltd.

The Gagal Cement Works of ACC Limited at Barmana, Himachal Pradesh.

The management control of company was taken over by Swiss cement manufacturer Holcim
Group in 2004. ACC operated as subsidiary of Lafarge Holcim. On 1 September 2006, the
name of The Associated Cement Companies Limited was changed to ACC Limited. The
company is the only cement company to get Super brand status in India.

On 14 April 2022, Holcim announced that it would exit from the Indian market after 17 years
of operations as part of a strategy to focus on core markets, and listed its stakes in ACC
and Ambuja Cements for sale.g

On 15 May 2022, Adani Group acquired Holcim's stake in ACC and Ambuja Cements for
US$10.5 billion.
AMBUJA CEMEMT