Binani Industries Limited is a fast growing, multidimensional business conglomerate with
sales, manufacturing, R&D operations spread in Asia, Europe, Middle East and North
America. Its diversified businesses deliver products, solutions and information services for
industries spanning cement, glass fibre, composites, zinc, construction, and energy.
Mission and Vision:
The Braj Binani Group aims to be a pioneer in all its endeavours and set benchmarks while
focusing on sustainable growth. This ensured the progress and transformation of Braj Binani
Group from its humble beginnings to its present day global stature.
To achieve leadership status in the core sector, across the world
To employ frontline technologies to meet the highest global standards in products and
To set benchmarks in manufacturing and environmental performance
To be a customer-first, quality-obsessed, socially sensitive corporate entity
To achieve breakthroughs in manufacturing based on intensive R&D
To ensure well-being of all our stake-holders; upholding such values as integrity, trust,
concern, empathy and commitment.
Binani Cement Limited is the Group’s flagship subsidiary with operations in India, Dubai and
China. It is amongst India’s reputed manufacturers of cement with a global manufacturing
capacity of 11.25 million tons per annum. The Binani Group has handled challenging projects
across geographies, completing them in record time and running them effectively.
Cement is no longer just a commodity. This industry faces increasing competition with more
and more players entering the national stream. Hence, cement companies need to lay out a
detailed and an aggressive marketing strategy to gain space in the consumers’ mind and
establish a distinct brand space in the minds of the consumers.
Marketing strategy for Binani Cement
1. SEGMENTATION: Binani Cement like any other cement major segments its market on
geographical lines. Cement being the main raw material for houses and construction
purposes, so only tropical regions (countries) have houses and buildings made of cement
unlike in cold regions where houses are made up of wood. For this purpose, the company
has reached out beyond India to explore growth opportunities in neighbouring countries.
2. TARGETING: Binani Cement mostly targets the real-estate developers and
construction contractors in India and the neighbouring Asian countries and continents. It
has established a strong market presence in the north and western parts of the country.
With infrastructure development continuing steadily, the company is striving to
strengthen its pan-Asia presence. In the UAE, Sudan, South Africa, Tanzania and
Namibia, Binani Cement is known for its consistency and quality.
3. POSITIONING: Cement, being a commodity, it is difficult for cement manufacturers to
differentiate their products from one another. This is where effective branding plays a
crucial role. The bundle of benefits that Binani Cement provides includes quality,
strength, reliability, performance, endurance, and consistency. However, the central
benefit and hence, the positioning of the brand revolves around “Long-lasting
durability”. This differentiating position is reflected in their promotional campaigns and
advertisements. Due to increased competition in this industry, branding has started to
assume even more significance. Bollywood superstar Amitabh Bachchan is associated
with Binani Cement since 2004. Celebrity endorsements often increase the brand recall
value of the brand and help to establish a level of trust and confidence towards the
product in the minds of the consumers.
1. PRODUCT: The Company manufactures and markets four major products. These
include Ordinary Portland Cement (OPC), Pozzolona Portland Cement (PPC),
Ground granulated blast furnace slag and ready mix concrete. The major strength of
any cement company lies in its manufacturing process. Binani Cement Limited has a
global manufacturing capacity of 11.25 million tonnes per annum with integrated plants
in India and China and grinding units in Dubai.
2. PLACE: Binani Cement has a multinational distribution setup with a sales network in
India, UAE, UK, South Africa, Tanzania and Namibia. The most widespread distribution
network lies in India. The strongholds of Binani Cement include the Western and
Northern markets of India. In terms of mind and market share, Binani Cement occupies
the fourth place after Ultratech, ACC and Ambuja. The strong supply and distribution
network proves extremely advantageous in times of material shortage.
3. PROMOTION: Cement, in general is more of a B2B commodity. Therefore, promotion
and advertisements in the cement industry are not very massive. However, Binani
Cement has invested heavily in branding. The brand is endorsed by Amitabh Bachchan
since 2004. With the tagline, “Sadiyon ke liye...” the recent television commercial (TVC)
strikes an emotional chord with the consumer. Associating a commodity like cement
with emotions in a first-of-its-kind TVC, the campaign is titled “Parental Love”. For
most Indians, building a house marks an extremely important landmark in their lives and
hence, helps this brand to strike the right chords. Binani Cement has positioned itself as a
brand providing long-lasting durability. This is endorsed in all their ad-campaigns. Apart
from TVCs, the brand is also advertised on radio, in newspapers and trade magazines.
4. PRICE: Binani Cement uses competitive pricing. It has priced its products lesser than
that of Ultratech and ACC. If Binani Cements can maintain their competitive pricing
strategy, it will slowly but surely enhance its market share.
1. The major strength of any cement company lies in its manufacturing process. Binani
Cement Limited has a global manufacturing capacity of 11.25 million tonnes per annum
with integrated plants in India and China and grinding units in Dubai.
2. Its limestone reserves of 195 million tonnes, which are near Binanigram are capable of
serving the company for the next 30 years.
3. The company is acquiring coal mines in Indonesia to meet the energy requirements of its
1. Market share of the company is low as compared to Ultratech Cement, Ambuja Cement
and ACC Cement.
2. Though Binani Cement Limited is striving to expand its horizon and establish a pan-Asia
presence, its market is India remains largely confined to the northern and western parts
of the country.
1. The Company has been allotted Nimbri lignite mine. A detailed techno-economic study
is underway for an early exploitation of lignite.
2. The cement industry is likely to witness an increase in growth triggered by the
government’s drive to revive economic activity by initiating investment in infrastructure
projects. A correction is foreseen in interest rates and improved regulation as regards
land acquisition and environmental clearance leading to revival of several on-hold
1. Energy and transportation costs are expected to continue on a higher trend and hence put
pressure on pricing in the near term.
2. Unfavourable changes in excise duty and import duties on cement can be a cause of
concern for cement manufacturers.