J.K. Cement is one of the largest cement producers in India with over 7.5 MTPA of installed capacity across its plants in Rajasthan and Karnataka. It produces grey cement as well as white cement and wall putty, and competes with major players like Ambuja Cements, Shree Cement and ACC Ltd. The company aims to consolidate its leadership position in white cement and leverage opportunities for growth through expanding operations, improving efficiency, and entering new markets.

1. Company – J.K. Cement
Presented By – Hitesh Talmale
PGDM -V
Batch – 2016-18
PRN- DM16D16

2. INTRODUCTION
• J.K Cement started its commercial production in May 1975 in its first plant Nimbahera in Rajasthan.
• The company proudces white cement and its production unit is located in Gotan at Rajasthan.
• J K cement produces ordinary Portland cement of 53-grade, 43-grade and 33-grade.
• It also manufactures Portland Pozzolana Cement and markets it under the name J K super.
• J.K cement has introduce water repellent material in powder form.

3. Foundation of J.K.Cement
TYPE :- Cement Industry
FOUNDED :- 1888
FOUNDER :- Lala Juggilal Singhania and Lala Kamlapat Singhania
HEADQUATERS :- New Delhi , INDIA
PRODUCTS :- Cement , Tyres , Paper , Software
TAGLINE :- Vishwas hai isme kuch khaas hai
CHAIRMAN :- Yadupati Singhania

4. HIGHLIGHTS
• 1975
The grey cement plant at Nimbahera, with an initial capacity of 0.3 MnTPA, commenced commercial production.
• 1979
A second production line was added at Nimbahera, increasing the capacity from 0.3 MnTPA to 0.72 MnTPA .
• 1982
A third production line was added at Nimbahera, increasing the capacity from 0.72 MnTPA to 1.14 MnTPA.
• 1984
Lime-based white cement plant was established at Gotan, with an initial capacity of 0.05 MnTPA.
• 1987
A captive thermal power plant was installed at Bamania.
• 1988
A pre- calciner was installed at Nimbahera, increasing the total capacity to 1.54 MnTPA.
• 1990
The JKSL Cement Division instituted "Architect of the Year" award.
• 2000
The total capacity of the white cement plant at Gotan was increased to 0.3 MnTPA as a result of continuous modernization and
upgradation.

5. Contd…
• 2001
A new grey cement plant with a capacity of 0.75 MnTPA was installed at Mangrol
• 2005
(i) The Company allotted 7,426,950 Equity Shares to the shareholders of JKSL pursuant to the AAIFR order dated January 23, 2003
(ii) The Company was listed on the BSE
• 2008
"Productivity Excellence Award, 2007-08" from the Rajasthan State Productivity Council.
• 2009
JK Cement - Commencement of Commercial production.
• 2011
J&K Cements posts Rs 50 cr revenue till Nov this fiscal.
"Productivity Excellence Award, 2010-11" from the Rajasthan State Productivity Council.
• 2013
JK wins Bhamashah Award by Govt. of Rajasthan.
• 2014
JK awarded First Prize for Scientific Development of Mineral Deposit and Waste Dump Management at 14th Mines Environment and
Mineral Conservation Week 2014 (Udaipur Region).

6. Sector Information
 Introduction
• India is the second largest producer of cement in the world.
• Its providing employment to more than a million people, directly or indirectly.
• 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.
• Some of the recent major government initiatives such as development of 98 smart cities are expected
to provide a major boost to the sector.
• Expecting such developments in the country and 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.

7. Sector Information
 Market size
• Cement demand in India is expected to increase due to government’s push for large infrastructure
projects, leading to 45 million tonnes (MT) of cement needed in the next three to four years.
• India's cement demand is expected to reach 550-600 Million Tonnes Per Annum (MTPA) by 2025.
• The housing sector is the biggest demand driver of cement, accounting for about 67 per cent of the
total consumption in India.
• The other major consumers of cement include infrastructure at 13%, commercial construction at 11%
and industrial construction at 9%.
• To meet the rise in demand, cement companies are expected to add 56 MT capacity over the next three
years.
• The top 20 cement companies of INDIA for almost 70% of the total cement production of the country.

8. Sector Information
 Investment
• The Gujarat-based Nirma group, with presence in detergent, soap and chemicals sector, has
bought Lafarge India’s cement business, consisting of 11 MT production capacity, for US$ 1.4
billion.
• KKR Mauritius Cement Investments Limited acquired 8.5% stake in Dalmia Bharat Limited (DBL).
• Cement maker Burnpur Cement plans to invest Rs 500 crore (US$ 74.64 million) for expansion
of its production capacity to 3 MTPA in the next three to four years.
• Birla Corporation Ltd, a part of the MP Birla Group, has agreed to acquire two cement assets of
Lafarge India for an enterprise value of Rs 5,000 crore (US$ 733.6 million).
• UltraTech Cement Ltd bought two cement plants and related power assets of Jaiprakash
Associates Ltd in Madhya Pradesh for Rs 5,400 crore (US$ 792.3 million).
• JSW Cement Ltd has planned to set up a 3 MTPA clinkerisation plant at Chittapur in Karnataka at
an estimated cost of Rs 2,500 crore (US$ 366.8 million).

9. Sector Information
 Government Initiatives
• In the 12th Five Year Plan, the Government of India plans to increase investment in
infrastructure to the tune of US$ 1 trillion and increase the industry's capacity to 150 MT.
• The Cement Corporation of India (CCI) was incorporated by the Government of India in 1965 to
achieve self-sufficiency in cement production in the country. Currently, CCI has 10 units spread
over eight states in India.
 Road ahead
• In the next 10 years, India could become the main exporter of clinker and gray cement to the Middle
East, Africa, and other developing nations of the world.
• A large number of foreign players are also expected to enter the cement sector, owing to the profit
margins and steady demand.

10. Growth & Contribution
Sector growth Sector contribution country
230.5
248.2 255.8
270.3
282.8
FY 12 FY 13 FY 14 FY 15 FY 16
Production of cement
FY16 (million tonnes)
2483.18
285.83
80.36 77.95 74.32 72.57 71.63 67.39 66.81 55.35
0
500
1000
1500
2000
2500
3000
Top cement producers in FY16
(million tonnes)

11. Business Strategy
• Consolidate leadership position in white cement and capitalize on opportunities
Consolidate
position in
white cement
Operational
efficiency
Enhance
business
Enhance
energy
efficiency
International
opportunity
To maintain leadership position in white
cement business by improving utilization
Dual process
plant in UAE to
cater to
growing
markets of
Middle East &
Africa
Use of waster heat
recovery to reduce
environmental impact
Expanding and
Improving distribution
network
All plants enjoy
proximity to raw
material & growth
markets

13.  Strength
1. JK Cements has an operational experience of over Three decades.
2. It has an installed grey cement capacity of 7.5 MTPA.
3. The company is one of largest producer of cement in the county with 4,00,000 tons of capacity.
4. It is also one of the largest producer of Wall Putty with a capacity of 3,00,000 tons.
5. It is the first company to install waste heat recovery plant to take care of need of green power.
6. Company has a capacitive power generation capacity of over 100 Mws

14.  Weakness
1. It has major operations in Rajasthan and Karnataka only.
2. Moreover, the brand awareness pan India is very less when compared to national players in the country.
 Opportunity
1. It should expand its operations to other parts of the country.
2. Government policies would also help the company to grow in the country.
3. It can enter into untapped markets.
4. Real Estate sector is in a boom in India, so it’s a huge opportunity for players like JK Cements to leverage
upon.

15.  Threats
1. It would face strong competition from regional players when it tries to enter new markets.
2. Many major cement players are doing aggressive marketing and branding activities that might impact JK
cement operations
3. Increasing cost of operations and fluctuating construction business scenario

16. Products

17. Competitors
1. Ambuja Cements
2. Shree Cements
3. UltraTech Cement
4. Associated Cement Companies Limited (ACC ltd)

18. STP
Segment Tier I/II/III cities, Public Sector/Private Sector,
Customer/Builder
Target group Customers and Builders in both Public and private
sector in all tier cities
Positioning A Strong Cement Brand

19. Job Description
Business Development Manager
Enterprise3s
1 - 5 yrs Kochi
An Import Company in Ernakulum, is Looking for a Business Development Manager, for
Channel sales and promotions for New range of Products in Construction related Industry,
No Monthly targets, Just meeting Dealers and promoting New range of Products..
Salary:INR 1,50,000 - 2,50,000 P.A. Incentives, Travel Allowances, Perks Etc..,
Industry: Construction / Engineering / Cement / Metals
Functional Area: Sales , Retail , Business Development
Role Category: Retail Sales
Role: Sales Promotion Manager

20. Key skills
Business Development Management Promotions
Desired Candidate Profile
Please refer to the Job description above
Company Profile:
Enterprise3s
Its a Import and export company, with product scouring from across the globe and exports to Europe and
Gulf..
View Contact Details

22. References
• http://www.mbaskool.com
• https://www.naukri.com
• http://www.moneycontrol.com
• http://www.jkcement.com
• http://www.ibef.org