S FIRST & ONLY BUSINESS MAGAZINE FOR INDIAN CEMENT...

[48] INDIAN CEMENT REVIEW | June 2015

Feature - Bevcon

This article was featured in Indian Cement Review, India’s first & only Business Magazine for Indian Cement Industry from the house of ASAPP Media Information Group. For more details on the magazine visit www.IndianCementReview.com or mail: [email protected] for subscription and [email protected] to advertise.

INDIA’S FIRST & ONLY BUSINESS MAGAZINE FOR INDIAN CEMENT INDUSTRY VOLUME 29 • June 2015 • NO 11

www.IndianCementReview.com ` 100

INDIANCEMENT REVIEW

News & Events│ Dealers’ Voice │ Projects & Tenders

Instant Subscription

FEATUREBulk Material Handling

GUEsT ColUmnOPC Standards

ViEwsABG CementBharathi CementJSW CementOrient CementReliance CementShree CementUltraTech CementWonder Cement

Blurring the limits of commoditised selling......pg 30BUILT ON STORIESBRANDS

[49]June 2015 | INDIAN CEMENT REVIEW


The SouTh Side SToryAmaravati is reportedly the city in heaven, where

the resident gods have attained immortality. Down in our mortal planet earth, the cement industry in south of India may have been waiting for the elixir of life for quite a long time now, which they have got in the shape and name of Amaravati, the proposed new capital of Andhra Pradesh, which is expected to herald in a big construction boom in the region.

Indian cement market is broken up into 5 regions for any kind of analysis, and among these, the south region has been doing rather badly for the last 5-10 years in terms of demand growth and consequently

also in terms of capacity utilisation and prices. The prolonged confusion regarding formation of Telengana state did not help matters at all. Overall a region which in the past was the darling of analysts and the driver of demand growth in India has been playing far below its potential in the last decade. As against an exciting growth of 25 per cent in 2005-06 the consumption growth slowed down to as low as -3 to +1 to +2 percent only, in the recent years of 2011-2014, bringing the region to a crawl.

Now that the divided states of Telegana and Andhra Pradesh have taken shape, the business community of both these states are expected to come out of their stupor and invigorate investments. Not only that the governments in the two states are expected to kick-in infrastructure building in a big way and the new capital is just one big example.

If the southern region has been waiting for a catalyst to grow cement demand, then this may be it. We expect the other segments of cement consumption to rally round the imminent infrastructure boom and eventually, 2016 -17 could well be the year when the dark horse south region may once again be on the driver’s seat of our country’s cement demand growth. For us, the south side story, in the medium term is full of optimism which is true for India as well.

The expected demand growth will also help the bulk material handling equipment industry which has been hit by the slackness of demand and low capacity utilisation. Our comprehensive feature on BMHE industry tracks the technology and product trends. The BMHE industry is very much dependent on streamlined policy environment and clear road map for the mineral industry to thrive. As the potential for infrastructure development is tremendous, the industry expects a double digit growth in the near future.

In this issue, we have covered the branding that we see in the cement industry. While in the developed countries cement has become fully commoditised, in developing countries where the individual / retail customers still hold sway, cement is almost like a branded FMCG. In country like ours, judicious investments in brand development gives a good return on investment.Therefore, it is always very interesting to analyse the brands in terms of what they promise and how they compete with each other in terms of positioning.

Sumit BanerjeeChairman, Editorial Advisory Board

Group Managing EditorFalguni [email protected]

Executive EditorsMilton D’silva [email protected]

Agith G. Antony [email protected]

Managing DirectorPratap Padode

Chief Sales ManagerAnoop sidharth [email protected]

[email protected]: 022-2419 3000/6526 7838

Published byAsAPP Media Pvt Ltd, A - 303, Navbharat Estates, Zakaria Bunder road, sewri (West), Mumbai 400 015. Tel: 022-2419 3000. Fax: 022-2417 5734.

Branch Offices•Delhi:Tel:011-46561818•Bangalore:Tel:080-40953423/9886363491•Pune:Tel:020-26052987/66025990•Chennai:Tel:044-42991234•Kolkata:Tel:033-64500465/64560011 •Ahmedabad:Tel:079-26464890/26560872 •Vadodara:Mob:09824264071/7043494071

Representative OfficesAustria, switzerland & Germany Gunter schneider - [email protected]

All rights reserved. While all efforts are made to ensure that the information published is correct, Indian Cement review holds no responsibility for any unlikely errors that might have occurred.

Printed and Published by Tarun Pal for AsAPP Media Pvt Ltd, Published from A-303, Navbharat Estates, Zakaria Bunder road, sewri (West), Mumbai-400 015, and printed at Final Copy (India) Pvt Ltd, C-18, royal Industrial Estate, Naigaum Cross road, Wadala,Mumbai-400015.Editor:PratapVijayPadode.

The information on products and projects on offer is being provided for the reference of readers. However, readers are cautioned to make inquiries and take their decisions on purchase or investment after consulting experts on the subject. Indian Cement review holds no responsibility for any decision taken by readers on the basis of information provided herein. subject to Mumbai jurisdiction only.

www.IndianCementReview.com/Magzter

To subscribe digital edition of Indian Cement Review log on to:

Founder Editorroshan Wadhera

INDIA’S FIRST & ONLY BUSINESS MAGAZINE FOR INDIAN CEMENT INDUSTRY

INDIANCEMENT REVIEW

Sumit BanerjeeChairman, Editorial Advisory Board

Desk




CoNTEnTs iNdiAN CeMeNT reVieW June 2015

COVER STORY “Our brand is built around the attributes of

‘modernity’, ‘quality’ and ‘technological superiority.” 35

O P Puranmalka, Managing Director, UltraTech Cement

“Our ideas were to create something nobler concepts

such as ‘love and care.” 38Rahul Akkara, Chief Marketing Officer,

JsW Cement

“Rural market is the ideal ground for brand building and

creation of premium.” 37Ashutosh Rampal, senior General Manager,

shree Cement

BRandS – BuilT On STORiES

30Cement branding has evolved blurring the limits of

commoditisedselling.INDIANCEMENTREVIEWtracks some of the innovative trends in the market.

39“Values have to be built

around a brand; it is a long and continuous process.”

Tarun Chauhan, Management Advisor, Wonder Cement

36“Customer would be willing to pay higher price provided, we

guarantee value for money.”M Ravinder Reddy, Director Marketing,

Bharathi Cement

GuEST COluMn 40

Review of ordinary portland cement standards and proposed changes

Anand Jain of UltraTech is highlighting the changes proposed by BIs in the OPC codes.

CORPORaTE 56

“The concept of ‘brand building’ has a fairly long gestation.”

VP Sharma, Managing Director and CEO of ABG Cement Ltd

PlanT & MaCHinERY 58

Pfister VRW rotor weigh feederThanks to its enclosed and compact design the rotor weigh feeder

provides high accuracy of measurement.

REPORT 24

Housing Micro Finance AcademyA report on Lafarge’s Indian chapter of the ‘Housing Micro

Finance Academy’, launched recently.

Concrete Show India 2015 28UBM successfully concluded the show with over 150

exhibitors from across 10 countries and about 5,000 visitors.

CII for Adoption AFR in cement industry 26

The 11th CII Green Cementech underlines the need to adopt alternate fuel and raw material utilisation in

cement industry.



MaRKETinG WiZaRd 64

“We at Reliance Cement have tried to break the clutter by taking the

position of perfection.”Rajesh Sarada, VicePresident(NationalHead)-Marketing,

reliance Cement

Desk ................................................................06 Search .............................................................12Indian News ....................................................16Global News ...................................................20 Communication Feature ...............................59Dealer’s Voice .................................................60Cement Prices ................................................61Market Watch .................................................62Projects & Tenders .........................................66 Events .............................................................72

In This Issue

Scan this code with your smartphone* to stay tuned with the latest happenings in the world of cement

*QR code application required.Share your views and opinions with us at [email protected]

Visitusat www.facebook.com/Indiancementreview

ICR is on Facebook

CoNTEnTs iNdiAN CeMeNT reVieW June 2015

Cross country belt conveyor for Heidelberg Cement, Damoh 54

The EPC contract for India’s longest Overland Belt Conveyor (OLBC) system to Heidelberg Cement is a significant milestone

in Macmet’s list of achievements.

Stacker reclaimers and conveyor systems 53

StackerreclaimersmanufacturedbyPMKInnovativeEngineersare with the latest technology and built with hundred per cent

indigenous materials.

“Energy efficiency is one of the critical design and

performance parameter in the bulk material handling.” 48

Y Srinivas Reddy, Managing Director, Bevcon Wayors

“Our new ‘Power Saver’ range of conveyor belts can save

energy from 28 to 39%.” 50Rohit Arora, Director (sales & Marketing), Continental Belting

“We will shortly be introducing three new types of

belt scrappers.” 51Mehul Mohanka, Director Global Business, Tega Industries

“Challenging geographies call for innovation in design, layouts

and selection of equipment.” 52Nishant Jain, Head - Business Development,

rollwell Group of Companies

44

Poised for Exponential GrowthThe requirements for bulk material handling

solutions are projected to be strong. The Indian bulk material handling industry is well saddled to make the best of this

opportunity.

FEaTuRE


Feature - Bevcon


Y Srinivas Reddy, Managing Director, Bevcon Wayors.

“Energy efficiency is one of the critical design and performance parameter in the bulk material handling.”

We are in the process of putting up totally automated idler and

pulleymanufacturingplantwithUKtechnology to produce low resistance Idlers which will bring down the overall power consumptions of the conveyors, says Y Srinivas Reddy, Managing Director, Bevcon Wayors. Excerpts from the interview…

What are the technological/products trends in BHM equipment industry?

There is not many new technologies have taken place in material handling except on critical applications areas. But considering the environmental pollution challenges there is trend in use of more pneumatic conveying systems than the mechanical conveying. similarly

the storage shed concept has picking up to cover the open storage of raw materials to protect from whether and as well as to reduce windswept and pollution. Mechanisation of coal mines by use of sandwich conveyors etc.

Have you launched / upgraded any new products/systems lately?

Currently we are seriously focusing in implementation of overland / long distance bulk material conveying systems under collaboration with M/s Overland Conveyor Company, UsA. Bevcon has signed technology transfer agreement and already implementing a project of high capacity (3,190 tph) overland pipe conveyor for limestone conveying from mines to plant. Introduction of long distance trough/pipe conveyor will make difference to Indian material handling industry in terms of meeting bulk material handling needs, conveying material in pollution free condition leading to environmental protection and most important factor is cost per ton of conveying comes down drastically.

similarly we do have ‘sandwich belt high angle conveyors’ for vertical


Feature - Bevcon


iCR

conveying application which is revolutionary concept; we have technology transfer collaboration with M/s. Dos santos intl. UsA, who are pioneers in design and development of this new generation conveying technologies for open pit mine and in-pit crushing conveying, which is breakthrough concept of conveying any mineral from pit bottom to the surface by totally eliminating use of conventional trucks. It also minimises the environmental degradation and brings down the operational cost drastically and enhances productivity and product quality its unique concept ever tried in Indian mining industry. These high angle conveyors are not new at all, but have not found wide use in IPCC systems where they can realize the greatest advantage.

How do you ensure low cost per tonne of material moved?

Effective application engineering and bringing in best of conveying technologies and followed by effective execution system can assure best possible ways of reducing total cost of

Capex and Opex which will in turn bring down the cost of material conveyed per ton per km basis.

Is the cement industry under-valuing the role of consultants?

In my view most of the cement industries are highly dependent on consultants in over all designing the plant layout and defining equipment specifications. However there is trend where some of the big industrial groups has their own specialised teams who are taking control on over all projects execution from concept to commissioning.

You said you have a strong vision by 2016. Please elaborate?

We have a strong vision that by 2016, we will be pioneers in our industry - not just through our financial statements but by being a thought leader. We will add value to the industry, customers, stakeholders as well as the society.

We have re-structured total organisation and put senior

management personal and lot of de-centralisation of the functions have taken place to improve operational efficiency across the organisation. simultaneously, as part of our future business strategy we have clearly adopted concept of backward integration by way of setting up 3rd unit for state-of-the-art innovative idler and pulley manufacturing plant and going to be reality in current FY 3rd quarter, which will strengthen the organisation back bone of manufacturing strengths and will create business opportunity for exports.

We have a strong vision that by 2016, we will be pioneers in our industry by being a thought leader.

S FIRST & ONLY BUSINESS MAGAZINE FOR INDIAN CEMENT...

Documents

Transcript of S FIRST & ONLY BUSINESS MAGAZINE FOR INDIAN CEMENT...