Insights Success Magazine, we have introduced “The 10 Most Admired Cement Manufacturing Companies in India”, who assist businesses to choose their right cement manufacturing companies for the construction. Assessing the versatile scenario perceptions, our magazine has brought into light the companies. https://www.insightssuccess.in/the-10-most-admired-cement-manufacturing-companies-in-india-july2018/

1. JULY 2018
www.insightssuccess.in
GDPR –
What it means for
Indian Businesses?
My Home IndustriesBuilding the Future by Providing Environmentally Efficient Cement
Dr.J.Rameswar Rao
Founder & Chairman
Cement
1010Most Admired
Manufacturing
Companies in India
Experts View
Experts Talk
The Changing
Paradigm of
Construction
Industry in India

4. Editorial
he cement industry in the country has undergone a major
Tchange as several companies in the sector are focusing on
building global capacities, modernizing and augmenting
efficiencies of plants and restructuring their businesses to keep pace
with growing competition. Although infrastructure developments like
the construction of roads, flyovers and highways and metro projects,
will increase the demand for cement, it is the housing development
sector that will take up the lion’s share when it comes to the
consumption of cement.
There is a total of 188 large cement plants which together contribute 97
percent of the total installed capacity in the country and another 365
small plants contribute to the rest. The housing sector is the key
demand driver for the cement industry and accounts for about 67
percent of the total demand. The quantity of cement produced in India
is to the tune of 350 million tonnes per year. It is expected to become
550 million tonnes by the financial year 2020. The demand for cement
is steadily on the rise owing to rapid urbanization and construction
activities.
Playing a vital role in the socio-economic development of the nation
cement is one of the vital components for infrastructural facilities and
public welfare constructions. It has been a major contributor to the
modernization of human civilization. The massive urban infrastructure
that one sees today across the world would have been far from
imagination without cement. Not only attracting global players, the
Cement industry is also paving the way for new mergers and
acquisitions (M&A). Industry giants namely Unthatch Cement, Birla
Corporation Ltd and Delia Bharat have acquired Jaypee Cement,
Odisha Cement and Reliance Cement, respectively. Further, M&As are
expected to happen between steel and cement companies.
Evolving significantly during the last two decades the cement industry
is going through all the phases of a typical cyclical growth process.
The industry went into a consolidation phase after a period of over-
supply and a phase of massive capacity additions. Due to the sturdy
economic growth and infrastructure development, the demand for
cement has gone up. A further addition to capacity is coming up to
cater to the increasing demand for cement. The per capita consumption
of cement in India is 125 kg which is only about a third of the world
average. It pointed out the growth potential for this industry. The
demand for cement is mainly relied upon the level of development and
the rate of growth of the economy.
The outlook for 2018 is bright, as liquidity in the economy has moved
towards normalization, with expectations for early revival and growth
in overall consumption across several sectors including construction
and building materials.
Cement Industry:
Paving Way for the
New Mergers and
Acquisitions
Shweta Priyadarshini
Shweta Priyadarshini

5. Editor-in-Chief Pooja M. Bansal
Database Management Prashant Chevale
Technology Consultant Swapnil Patil
Circulation Manager Vivek Bangade
Research Analyst David
Business Development Executives
Vaishnavi, Divya, Rutuja
Contributors
Sapana ShindeArt Editor
Business Development Manager Akansha Garewal
Visualiser Savita Pandav
Marketing Manager Dhruv Apte
Picture Editor Alex Noel
Art & Design Director Amol Kamble
Co-designer Karan Gaikwad
Managing Editor Shweta Priyadarshani
Senior Editor Shraddha Deshpande
Bhavithiran
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6. MY HOME
INDUSTRIES
BUILDING THE FUTURE BY
PROVIDING ENVIRONMENTALLY
EFFICIENT CEMENT
08
Contents
Cover STORYCover STORYCover STORY
Effective Strategies
to Develop Healthy
Customer
Relationships
The Changing
Paradigm of
Construction
Industry in India
GDPR –
What it means
for Indian
Businesses?
Experts View
443422
Experts Talk CRM Strategies

7. ArticleArticleArticle
New Horizon
Shree Cement:
Creating Superior
Impact by Ensuring
Timely & Seamless
Delivery
16
Embracing Technology
to Innovate Smart
Cement for the Future
Technological
Innovation
The Growth of
Cement Industry in India
Industry Insights 28
An Advanced Revolution
in Indian Cement Industry
Duraton Cement:
Exploring Premium Services
beyond Customer Expectations
Emami Cement:
Ultra-Modern Cement Plant
Satisfying the Evolving
Needs of Consumers
KJS Cement:
Improving Quality of Life by
Ensuring Safe Infrastructure
Vijay Cements:
40
20
26
32
38

8. ement is the most important and profitable product in building the material sector. It is predicted that the
Cconsumption of cement is going to touch 600 million tonnes by the year 2020, in India. The current and future
trends in cement industry exploring enumerate the key business strategies. The Indian cement industry is a
market of opportunities with an 8% GDP growth rate, waiting to be tapped. Thus, the increasing growth rate of Indian
cement companies are building industry that are adapting new business strategies to complement the higher demand
and competition.
In the Insights Success Magazine, we have introduced “The 10 Most Admired Cement Manufacturing Companies
in India”, who assist businesses to choose their right cement manufacturing companies for the construction. Assessing
the versatile scenario perceptions, our magazine has brought into light the companies who have flaunted some excellent
Trusted Risk and Compliance Solutions. This examined list will lessen the search for the organizations to have perfect
risk and compliance solution providers.
In this issue, we have specially featured My Home Industries Private Ltd, as the cover story. It provides all kinds of
cement that are environmentally efficient and creates an environment of empowerment.
Apart from this, we have chosen Duraton Cement (Asian Fine Cements Pvt. Ltd) It is India’s Most Advanced
Cement manufacturing company, is a flagship brand of Asian Fine Cements Pvt. Ltd. who is a leader in supply chain &
contract manufacturing services for a variety of industries provides quality services to customers on site. Emami
Cement Ltd., which provides the on-site testing of concrete, to ensure the best possible construction practices to
consumers. K. J. S. Cement Ltd., which has worked on product up-gradation and developed PRR Technology. Vijay
Cements, the company is building a safe infrastructure that is improving the quality of life. Nuvoco Vistas Corp Ltd.
is balancing innovative infrastructural solutions with the community. Penna Cement Industries Ltd. is one of the
largest privately held cement companies in India, and grown organically by developing in-house expertise and
capabilities, across the entire value chain in the cement industry. Star Cement, The largest cement manufacturer in
north east India that ensures easy availability of high-grade limestone. Wonder Cement Ltd. is a cutting-edge cement
manufacturing company with an ambition to establish itself as a leading player in the industry.
We have also introduced Shree Cement Ltd. as a special profile, which focuses on providing customer-centric cements
products and services by ensuring timely and seamless delivery of the product.
We have encompassed Expert’s View on ‘GDPR - What it means for Indian Businesses’, by Seema Jhingan, the a
senior Partner and Co-founder of LexCounsel, Law Offices; and Expert’s Talk on ‘The Changing Paradigm of
Construction Industry in India’, by G. Vamsi Krishna, the Joint Managing Director, at Visaka Industries.
Also, we have included “Embracing Technology to Innovate Smart Cement for the Future”, and “The Growth of
Cement Industry in India” scripted by our in-house editors in the delightful pages of this magazine.
So, flip the pages of our magazine and treat yourself with the innovations in the Risk and Compliance Industry!
The Incredible Indian Cement Industry:
Adapting New Business Strategies

10. MY HOME INDUSTRIESMY HOME INDUSTRIES
Building The Future By Providing Environmentally Efcient Cement
India is one of the world’s most vibrant markets for building and infrastructure
at the moment. Huge sums are being poured into a comprehensive range of
construction projects, from major infrastructure upgrades, sweeping
residential housing programs and wholesale city building. As per global
economists and development initiations India is among the top five largest
economies in the world. One which forms the foundation of any building, whether
it is an architectural wonder or a residential place, is cement.
Among the sectors that have played a crucial rule in rejuvenating the economy is
the cement industry which has vital relevance for housing and infrastructure like
road highways and industrial civil work.
My Home Industries Private Ltd (MHIPL) is one of the largest cement
producers in South India registering fast growth during last 20 years, rising from
0.2 million tons PA to 10 million tons PA. The company has ambitious plans
further to expand its capacity in the near future.
A joint venture with CRH plc, Ireland, My Home Industries Private Limited has
built a formidable reputation by winning prestigious national awards for quality,
reliability, and energy efficiency. The quality parameters followed by My Home
Industries Private Limited have led the company being awarded with ISO 9001-
Cover Story

11. Dr.J.Rameswar Rao
Founder-Chairman

12. 2015, ISO 14001-2015, OHSAS 18001-2007 certifications, India’s Most
Promising Brand for the Year 2015, Best Cement Company of the year 2017,
Golden Peacock Award for Sustainability 2016, Greenco Cementech 2017 and
many more.
My Home Industries Pvt. Ltd is part of a leading 4000cr business
conglomerate- My Home Group headquartered at Hyderabad. Their flagship
product the world-class Maha Cement, is a renowned name in the industry. To
suit various construction needs of different geographies, Maha Cement offers
variety of products suiting all types of requirement. My Home Industries
produces OPC 43 & 53 grades and premium blended cement products PPC,
PSC & CC. All the products surpass the standards set by the Bureau of Indian
Standards (BIS).
Maha Cement has achieved phenomenal success in the states of Andhra
Pradesh, Telangana, Tamil Nadu, Karnataka, Kerala and Odisha and also has
presence in the states of Maharashtra, Bihar, Chhattisgarh and West Bengal.
The company has also forayed into international markets by supplying cement
and clinker to Sri Lanka and Bangladesh.
The Visionary
Dr.J.Rameswar Rao, Founder-Chairman of My Home Group of
Companies is a well-known industrialist, humanitarian, and philanthropist.
After completion of a 4-year homeopathy course in 1978, he decided to set up

13. his own private practice at Hyderabad. Dr. Rao in pursuit
of his passion later ventured into real estate by starting My
Home Constructions in the year 1981, and by his vision
started My Home Industries (Maha Cement) in the year
1998, and further My Home Power (presently Abja Power)
in 2000. Today the Group is valued over INR 4,000 crores.
The core of his business philosophy, “A firm’s accounted
profit does not reflect its true business performance,” may
sound baffling to many but then Dr. Rao, blessed with the
midas touch, is no ordinary entrepreneur.
After firmly establishing himself first as a realtor and then
as a developer who set up My Home Constructions Private
Limited in 1981. My Home constructions to date have built
projects of 10.5 million sq.ft. area, 14.5 million sq.ft. under
construction and tens of millions sq. ft. under planning
stage.
Being a medical doctor himself, Dr.Rao is not oblivious to
the health needs of the poor and the marginalized,
especially in rural areas inspired and guided by the
towering spiritual personality of Sri Tridandi Chinna Jeeyar
Swamiji, Dr.Rao helped setup a homeopathic college in
Shamshabad, near Hyderabad with a turnout of 100
students per year.
Alongside the college an 80 bed hospital was setup to cater
to the needs of the poo in the neighboring village, the
hospital is equipped with state–of–the–art facilities and
dispenses holistic medicine staffed by eminent surgeons and
physicians.
The foregoing is a brief narrative about My Home
Industries and the all-round achievement of its presiding
genius Dr. J. Rameswar Rao who has approved in addition
several other institutions to create the void in the cultural
and spiritual space of Hyderabad. His personality is unique
and his mission boundless.
An Environmentally Efficient Cement
Waste Management - MHIPL as part of the waste
management drive for resource conservation,
environmentally efficient and sustainable development has
initiated use of alternate fuel in its cement klins. MHIPL
has installed and commissioned alternate fuel handling and
firing system in April’12 with a capital expenditure of about
Rs.12 crores and started utilizing liquid organic hazardous
waste generated from pharmaceutical industries as alternate
fuel in cement klins.

14. The consistency in quality is a big question since the
receipts are from different pharmaceutical companies with a
wide range of solvents and products. Hence continuous
monitoring (pre testing of liquid wastes) and data collection
is of utmost importance for effective usage of these wastes
without compromise on safety, environment operations, and
quality of clinker.
MHIPL’s alternate fuel consumption (TSR) has increased
from 0.9% to 2.5% over years with a target to reach 3% for
FY 18-19.
MHIPL initiatives for waste management ensure
environmental benefits include conservation of fossil fuel,
waste to energy, reduction of carbon footprints, HW waste
disposal in environmental sound manager etc.
Superior Manufacturing Process
Maha Cement gives the modern builder the desired strength
and superior quality. Today Maha Cement has four ISO
9001:2015 certified factories with one of the most efficient
production parameters in Asia located at Mellacheruvu in
Telangana, Yanakandala & Mulkalapalli in Andhra Pradesh
and Tuticorin in Tamil Nadu.
Efficient Logistic Network
Maha Cement through its Group Company arranges to
transport cement and reaches their customers through an
efficient and dedicated fleet of more than 1200+ trucks &
bulkers that guarantee quick, efficient and prompt delivery
of Maha Cement to its 5000+ dealer base.
Captive Power Plants
At present, My Home Industries has two coal-based CPPs
with a total capacity of 75 MW at its Mellacheruvu Cement
Plant and one solar power plant with a capacity of 1.2MW
at SJCPL. Of this, the first CPP of 15 MW was installed in
March, 2006; and the second CPP with a capacity of 60
MW in March 2012. After meeting entire power
requirements of the plants, the surplus power of about 25
MW is sold through Indian Energy Exchange Limited.
Mellacheruvu Plant also has a 12.5MW Waste heat
recovery based power plant which was set up at a cost
approx. Rs. 100 crore. It also helps the company to reduce
57,638 tonnes of CO per annum.2
My Home Social Initiatives
“Children are the innovators of tomorrow,” says Dr. Rao.

15. child is “Build to Succeed”.
The dream did not stop here. In fact the school has been an
inspiration to envisage a chain of international institutes
which are in the pipeline, bringing home the intent of
creating an ideal environment for India’s next generation
who will shine as global citizens.
Future Roadmap
At MHIPL, the vision is to continue to develop solutions
that “Make Living Better”, be it through Construction of
“World Class” Living and Working Spaces or illuminating
households through the generation of power or
manufacturing products like quality cement to build dream
homes or enriching lives through imparting quality
education.
MHIPL’s foray into education is empowered by a
vision of providing children a platform on which
they can build their future. My Home Educational
Society was incorporated to make this vision a
working reality. Along with Dr. Rao’s commitment to
delivering value at every step, the company has
achieved a string of milestones.
The year 1991 saw the birth of Little Scholar School
in Hyderabad. The school in an articulation of the
Group’s business purpose “Make Living Better”. It
offers an ideal balance of quality education at an
affordable price thus bringing education within the
reach of many. Meru International School is the latest
venture of the Group. It has been built on the legacy
of quality, integrity, and trust with every project
undertaken. It was founded on the belief that every

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17. Management BriefCompany Name
Satish Sharma
CEO
Vivek Chawla
WTD & CEO
Emami Cement provides the on-site testing of concrete, to ensure
the best possible construction practices to consumers.
K. J. S. Cement Ltd
kjscement.com
Medha Ahluwalia,
Executive Director
Pawan Kumaar Ahluwalia,
Vice Chairman &
Group MD
My Home Industries
Private Limited
myhomeindustries.com
Dr.J.Rameswar Rao
Founder-Chairman
My Home Industries Private Ltd provides all kinds of cement
that are environmentally efficient and creates an environment of
empowerment.
Penna Cement Industries
Ltd
pennacement.com
P Prathap Reddy
Chairman & Managing
Director
Penna Cement is one of the largest privately held cement
companies in India, and grown organically by developing in-
house expertise and capabilities, across the entire value chain in
the cement industry.
Shree Cement Ltd
shreecement.in
The company focuses on providing customer-centric cement
products and services by ensuring timely and seamless delivery
of the product.
Star Cement
starcement.co.in
Shri Sajjan Bhajanka
Chairman
The largest cement manufacturer in north east India. The plant
is spread across 200 hectares of land in the idyllic town of
Lumshnong, a strategic location at Meghalaya that ensures easy
availability of high-grade limestone.
Vijay Cements
vijaycements.com -
Wonder Cement Ltd
wondercement.com
Ashok Patni
Chairman
Wonder Cement is a cutting-edge cement manufacturing
company with an ambition to establish itself as a leading player
in the industry.
KJS Cement has worked on product up-gradation and developed
PRR Technology, which ensures effective particle size
distribution in cement and optimum hydration of reactive fly-
ash in applications; as a result KJS Cement makes Natural
Dense Concrete.
The company is building a safe infrastructure that is improving
the quality of life.
Nuvoco Vistas Corp Ltd
nuvoco.in
Maneesh Agrawal
CFO
It balance innovative infrasturctural solutions with the
community.
Hari Mohan Bangur
Managing Director
Emami Cement Ltd
emamicement.com
Duraton Cement
(Asian Fine
Cements Pvt. Ltd)
asiancements.com
India’s Most Advanced Cement manufacturing company, is a
flagship brand of Duraton Cement (Asian Fine Cements Pvt. Ltd)
who is a leader in supply chain & contract manufacturing services
for a variety of industries provides quality services to customers on
site.

18. Creating Superior Impact by Ensuring Timely & Seamless Delivery
Shree Cement:
Hari Mohan Bangur
Managing Director
Shree believe
that integration
of responsible
environmental
practices into
business
operations
can add value
both in terms
of the
environmental
capital and its
financial
profitability
‘
‘
July 2018|16

19. Established in 1979, Shree
Cement is among the top three
cement manufacturing
companies in India in terms of
production capacity. Shree is also
among the top 100 listed companies in
terms of market capitalization. It has
earned the recognition of being one of
the most efficient and sustainable
organizations. It pursues multi-brand
portfolio strategy, which consists of
Shree Jung Rodhak Cement, Bangur
Cement, and Rockstrong Cement. With
annual cement manufacturing capacity
of 37.90 million tons per annum these
brands are enjoying the largest market
share in North India market. Also, with
total power capacity of 646 MW
including 126 MW of Waste Heat
Recovery (which is highest in global
cement industry excluding China),
Shree is active in power generation
business. Shree cement has recently
acquired Union Cement Company,
UAE. This marks SCL’s first step
outside India, towards becoming a
global entity. UCC is one of the
leading cement manufacturers in the
UAE, with cement manufacturing
capacity of 4.00 MTPA. With this
acquisition, the total cement capacity
of Shree has increased from 37.9
MTPA to 41.9 MTPA.
SCL’s Influential Leader
The Managing Director, H. M.
Bangur, is a Chemical Engineer from
IIT, Mumbai. He brings to the Board
technical insights, which is driving
force of the technical excellence
achieved by the Company. He is
responsible for overall management of
the Company and provides strategic
direction for business strategies,
growth and expansion of business
along-with taking all other policy
decisions having significant business
and financial implications.
Shri Bangur was the president of
Cement Manufacturers’ Association
(CMA) from 2007 to 2009. He is Ex-
executive member of FICCI. He is
President of Rajasthan Foundation,
Kolkata Chapter and is serving as a
Chairman of “The Bengal” (an NGO
market share. Further to ensure timely
and seamless delivery of the products,
its marketing and logistic teams work
on minimizing the lead time of product
movement from factories to the
market.
Waving the flag of Outstanding
Achievements
SCL has received various national and
international awards throughout its
remarkable thirty nine years of journey.
The international awards are
particularly received in the field of
environment & sustainability from
Green organization, London, World
economic forum etc. While, national
awards in the field of environment,
sustainability, energy, social
upliftment, HR excellence, quality
excellence from Indian Chamber of
Commerce, BEE, NCCBM, Govt. of
Rajasthan, Society of Human Resource
Management, FICCI etc. The UK
based benchmarking firm,
Whitehopleman, has also recognized
the SCL as the World's first 5-Star
rated cement company. Further, it has
also been awarded ‘India Green
Business Leader Award’ by Emergent
Venture.
Journey towards Success
Shree’s family culture is the most
important contributing factor towards
the growth of the company. Globally,
organizations are facing challenges in
translating their strengths in terms of
‘Man, Material, and Machine’.
Cement players are ramping-up their
cement capacities by the way of green-
field and brown-field expansions.
However, government’s focus on rural
housing and infrastructure
development is likely to boost the
cement demand. It has been extending
its cement capacity regularly over the
years.
actively engaged with Kolkata Police)
also. Coming to the awards &
achievements, Bangur has achieved
various prestigious awards like “Ernst
& Young Entrepreneur of the Year
Award 2016”, “Forbes Leadership
Award 2017”, etc.
Providing Customer-Centric
Products, Services and Building
Vital Relationship
Marketing strategy at Shree is based on
a qualitative and quantitative customer
segmentation and devising product
offering strategy accordingly. Shree has
been forerunner in formulating
contrarian strategies and keep on
adjusting to diverse consumer
requirements. Company has adopted
multiple brands strategy catering to
specific segments of customers in
contrast to prevailing practice of single
brand which assumed customer
behaviour as homogeneous. Such a
purposeful approach gives Shree the
much required efficiencies, better
execution capabilities and more
accountability. Shree’s relentless focus
on providing customer-centric products
and services has made it market leader
in north Indian states.
Building win-win relationship is vital
at Shree. This can be illustrated with
our unique `Hub and Spoke’ model in
the Indian Cement Industry which
started a trend of sorts. The Company
has set up its Grinding Units nearer to
the key cement consuming markets
with an aim to serve the customers
better and faster. This resulted in a
win-win situation for both the
customers as well the company. The
customers benefited by a faster
turnaround time, minimal inventory
and smaller order size. The company
benefitted by faster acceptance of its
products and ability to tap larger
‘
New Horizon
Shree Cement is the first Indian
cement company to release Corporate
Sustainability Report in the year 2004-05
July 2018| 17

20. Shree has developed strong Research and Development
capability at Beawar and Ras. These R&D centres are
recognized by Department of Science and Industrial
Research (DSIR), Government of India. SCL R&D Centers
have expertise in multiple aspects of cement manufacturing
which combines chemistry, geology, environment,
mechanical, instrumentation, energy management and
building material mechanics.
Shree continuously focuses on improving resource
efficiency in clinker and cement production by optimizing
energy usage, utilizing waste in production processes and
targeting higher alternative fuel & material usage. In the
process, we also endeavor to minimize its impacts on
climate, water and air. Shree believe that integration of
responsible environmental practices into business
operations can add value both in terms of the environmental
capital and its financial profitability.
At Shree, the team of experts have identified several
alternate raw materials such as fly ash, bed ash, synthetic
gypsum and lead zinc slag, among others, to replace
conventional raw materials. Their efforts resulted in
replacement of 23.5 % of conventional materials with
alternate materials. Shree is Co-processing hazardous and
non- hazardous waste where a significant amount of energy
is being recovered.
Shree has also installed Air Cooled Condensers in place of
Water Cooled Condensors in all its Power Plants, which
involved substantial capital investment and also reduced the
water consumption up to 90%.
Shree strive towards minimising the energy consumption
and also focus on better energy efficiency. The company is
proud to have over achieved its targets for PAT cycle I and
received 1,58,257 ESCerts for their Beawar and Ras sites
combined.
Managing Director, H. M. Bangur expressed that “SCL
believes that just because we can pay; we must not exploit
natural resources”. Further, he added
–“One of the challenges that we are
facing currently is that how we can
use alternate energy in an economical
way for cement production? We want
to change our energy mixture”. The
use of renewable energy will not only
save direct GHG emissions but also
facilitate for a permanent solution to
depleting natural resources.
Digitalized System Providing Game-
Changing Experiences
SCL believes in Total Prosperity
Management. The company has a
digitalized system for whole internal
and external process to bring transparency, save time and
reduce carbon footprint. The entire cradle to gate and gate
to source operations such as transportation of cement and
other raw material, selling of scraps undergoes
computerized e-bidding. This pays to the clients by
allowing- saving of time and money, hassle-free paper
processing, fair and competitive environment, environment-
friendly process.
Customers, these days, expect to be more delighted with an
experience rather than the product or service attributes and
features, as they get more and more ‘on-time, on-demand’
services and products in this busy world. Thus, the markets
today are trying to find a solution to satisfy ever-changing
customer preferences. As a business, instead of chasing all,
the company focuses more efficiently by concentrating on
few top growth opportunities available at a given time. A
strong focus on specific customer segments and offering
products accordingly has ensured better execution and more
accountability, which apparently created a better and bigger
impact on the organization.
Marching towards Improving Quality Life
Educating and spreading awareness of the correct
methodology of using cement not only benefit the
customers in terms of improving the quality and life of the
construction; but also helps the company to gain their
valuable trust. With this objective, the company has set-up
specialized teams of technical experts who visit
construction sites to train masons and owners about the
right way of using cement.
At Shree, it sees CSR not a something externally imposed
but it is internally driven Samaj Seva. The company is what
it is because of its integrated model of sustainability, which
allows us to undertake the initiatives towards green world
and care for community as integral part of its operations. It
is very natural that the company want its stakeholders to
grow and prosper along with them.
Futuristic Business Approach
From the business point of view, the Shree
Cement is looking to create a market share
across the country, as it is already has a
substantial presence in North India. As
only if it is able to create a country-wide
presence, it will be able to capitalize on the
benefits of the growing economy of India.
SCL ventured into the wind energy and
undertook a project of 21 MW Wind Power
Plant at district Koppal of Karnataka. The
wind power generated would be utilised
captively by the company’s cement plant
being set up in Karnataka.
We create
prosperity
& happiness for
all stakeholders
through innovation
& sustainable
practices
‘ ‘
July 2018|18

22. Creative Visionary Leader
Mr. Satish Sharma is the CEO of Duraton Cement,
Asian Fine Cements Pvt Ltd. He had been a part of
senior management team in the top cement companies of
India.
He has been an iconic leader with proven record of
operational leadership, strategy development, customer
building, and team building prowess, relationship
management skills, and sales generation. He has been
acknowledged for his stints in establishing one of the top
cement brands in North East market, making it one of the
highest selling brands in that region .
He is leading the plant operations and sales of Duraton
Cement in North India. His solid experience comes with
a strong belief and is pivotal in leapfrogging DURATON
Brand to next level of the business growth.
Under his executive leadership, the company is
embarking upon a very exciting new phase of journey of
growth and development. With an unerring thirty plus
years of commitment, a deep passion & an extensive
understanding of the industry, it is ensured that all group
Duraton Cement is the flagship brand of - Asian
Fine Cements Pvt. Ltd, a brand icon in the
industry with a rich experience of more than 15
years. With 7 manufacturing units, 9 production lines, 10
MNC business partners and a strong work-force of over
1800 employees, the group has evolved as a customer-
centric organization and has set a benchmark for its
competitors in the industry. Asian Fine Cements Pvt.
Ltd. has been an invigorating frontrunner in delivering
supply chain and contract manufacturing services for
FMCG, building materials, lifestyle, and healthcare
industries.
The manufacturing unit at Rajpura, Punjab is a prime
example of how innovative technologies can be
embraced by the construction industry in the today’s
modern era. The company has deployed the most
advanced European cement processing technology and is
undoubtedly the pioneering stature behind the
introduction of such advanced technologies in the
country. With an annual capacity of 1.5million ton, the
ultra-modern unit is totally mechanized. The company
uses robotic technology to ensure optimum quality
without any human interference resulting in zero human
error.
An Advanced Revolution
in Indian Cement Industry
Satish Sharma
CEO
July 2018|20

23. stakeholders are in sync with group objectives and
strategies.
Cutting-Edge Features of Duraton Cement
The key attribute which distinguishes Duraton Cement
from the other players is the fact that it has redefined the
cement industry with its innovative, updated and most
advanced technologies. This is itself the biggest
differentiator as the company focuses to deliver
‘intelligent’ solutions to its esteemed clients. It has
installed a fully automatic robotic lab from ‘FL Smidth’,
Germany, which is able to automate all the critical
activities and erase the manual intervention ensuring
superior quality cement. The company has designed a
comprehensive ‘outside-in’ approach which is an
innovative and customer-driven policy. This has enabled
the company to create value and design the products,
services, and business models as per the needs and
requirements of its customer.
Using a two-stage superfine grinding process, the
company achieves higher cohesiveness with greater
durability. This further assists in strengthening the basic
mixture while lowering the usage of water during the
manufacturing process. Duraton cement is the only
company in India to introduce an innovative
‘vacuum-tight waterproof’ packaging methodology
which ensures zero-loss or damage while transportation
alongside increasing the shelf life. In order to deliver a
world-class customer service, the company has also
designed a ‘Duraton Cement Care Van’. This van is
manned by a well-trained & qualified Civil engineer &
offer services to its clients, directly at the construction
site. Backed by a dedicated helpline number, customers
also have an option to call and ask questions and get
proper technical advice along with guidance from the
experts. All these distinctive innovative features and
measures implemented by Duraton have assisted the
company to stand ahead in the market and maintain its
supremacy in the industry.
Delivering the Best Quality Services
In today’s crowded market, competing with numerous
cement brands; is the biggest challenge. Amidst this
competitive market the company sees an opportunity to
make a mark as a customer-centric company. The
company is gaining momentum in sales with wide
acceptance of the brand in multiple states. The main
motto is to deliver quality services to end consumers and
by understanding the needs of every cement buyer, the
company is delivering nothing less than the best.
It genuinely indicates that the company is on the right
track, when the influencers of the industry - architects,
contractors & masons share the feedback; as world class
quality cement. Such incidents define the brand right
from the beginning.
Technologically Advanced Initiatives
The company is working on the project of educating IHB
(Individual House Builder), through a series of
awareness camps and training modules on good
construction practices. Through these the brand educates
them on significance of quality & the technological
advancements, which have been incorporated in the plant
to ensure consistent quality & strength in every bag of
Duraton cement they use.
Future Footsteps
As the inception of Duraton Cement itself was on the
grounds of being technologically ‘The Most Advanced
Cement of India’, the company has ensured to keep the
plant fully automatic & follow the best practices. It
constantly thrives to bring innovation with the help of
technology & bring quality product in the market. The
company is evolving at every stage & developing the
best quality product. Also, upgrading & improving the
technology to support the same. The Company is
positively looking ahead to create a position for itself
and have committed to become one among the top
players in its market.
“
“Going above & beyond
in the cement industry, we
create a ‘build intelligent’
experience for our consumers
with technologically advanced
quality products & unmatched
services.
July 2018| 21

24. About the Author
G. Vamsi Krishna
Joint Managing Director
G. Vamsi Krishna – Joint
Managing Director, at Visaka
Industries. Vamsi revitalised the
idea, ‘Build the future’, and
created a brand called Vnext that
deems to be futuristic. Vnext by
Visaka is a pioneer in
construction space offering
unique, transformational
products in the ‘Green Building
and the Sustainability’ space.
Also, the first integrated solar
roof called ATUM is being
developed by Mr. Vamsi. ATUM
is also energy generating eco-
friendly product.
July 2018|22

25. CHANGING PARADIGM
CONSTRUCTION
Industry in Indiandia in Construction Space through the Years
IOver the last 60-70 years, there hasn't been any crucial
development with regards to the methods deployed for
construction or the building materials used in the existing
market. There have been several technological
advancements in this space across the world, especially in
the developing countries like China, Singapore Indonesia
etc. Although when compared to these booming markets
India as a country is still lagging in the construction race,
but the future looks promising. We have developed new
technologies which are adding renewable building materials
and efficient construction processes. We are launching eco-
friendly products which will be having a positive impact on
the society at large by saving trees and our planet as we
know today. The objective behind such conscious
developments is the basic understanding of the fact that
development which is not sustainable is like taking a
medicine which suppresses the symptoms for once but does
not heal.
Challenges and Obstacles for Green Construction
Companies
The entire concept of green development is known all over
yet not banked upon. As one of the most evolved if not
intelligent species on this planet, the Human Race has to
take up the responsibility of useful and renewable concepts
to create a greener and a positive impact on our planet. In
India, it takes time for a new concept to swoop in and get
adopted at a large scale. Lack of quick acceptance is the key
issue we face in our country, be it in any field. We are
seeing a growth of about 20% year on year, but the
challenge always lies in convincing the end consumers
about the advantages of going green, adding up to the
gigantic task of how effectively can we spread the message
and more importantly change the mind-set.
The Future
The Indian construction industry is making big moves on
the affordable housing and general infrastructure
development. Government focus in this area can be clearly
seen in policies like 100% Foreign Direct Investment (FDI)
permitted through the automatic route for townships, cities,
dedicated Fund for Affordable Housing under National
Housing Bank, Identification of 99 Smart Cities, having an
outlay of USD 31.38 billion fuelled with increasing
investment in retail projects in Tier 1 & 2 cities reaching up
to USD 6.19 billion from 2006-17.
The latest breakthrough is the development of the integrated
solar roof called ATUM. The Indian roofing industry hasn't
changed over the last 60-70 years! There have been several
attempts at providing a suitable roof for the Indian market
but nothing yet fits the bill like that
of an energy-generating, eco-friendly roof. ATUM is here to
do that - with great thermal efficiency, a lifespan of 50
years, and the ability to generate electricity for you. Vnext
by Visaka having developed multiple options for various
segments, strongly feel a huge scope and are all geared up
to offer strong, useful and impactful products that will
propel and drive the construction industry.
OF
THE
Experts Talk
July 2018| 23

28. Thus, in Risda, it is having a state-of-the-art integrated
plant, were the robotic lab consistently maintaining the
clinker quality. However, this plant is proactively reducing
its carbon footprint, were it has installed a waste heat
recovery system to utilize the hot gases of the kiln for
power generation.
Additionally, the company proudly stands with its policy,
mentioning that they are living with the communities
around its manufacturing facilities, by conducting CSR
activities as a commitment towards sustainable
development, and by involving the villagers in various self-
development programs.
Profound Leaders of Emami Cement
Mr. R S Agarwal and Mr. R S Goenka are the founders of
the Emami group and they are considered as unparalleled
achievers of the modern business.
Mr. Manish Goenka and Mr. Aditya Vardhan Agarwal
are Directors of Emami Cement Ltd., and spearheaded the
Group’s foray in setting up the cement operations.
Vivek Chawla is the Whole Time Director & CEO of
Emami Cement Limited. Who brings with him a high
degree of entrepreneurial zeal combined with humility. He
is a very committed to his cause of building a strong cement
brand and is leveraging all his thirty-five years of
experience to culminate to that effect. As a dedicated person
in gaining global and varied exposure, his efforts have been
strongly applauded by several industry leaders and analysts.
Vivek has led many organizations such as ACC Limited,
India is the second largest cement producer country in
the world. With the adoption of massive modernization
and assimilation of state-of-the-art technology, modern
Indian cement plants are energy-efficient and environment-
friendly. In terms of kiln size, technology, energy
consumption or environment-friendliness, Indian cement
plants match up to the international standards and quality.
Today’s cement industry is set for healthy growth, due to
the increasing growth in the sectors such as housing,
commercial and industrial construction.
One such admired cement manufacturing company, Emami
Cement Limited is from a diversified business
conglomerate “Emami Group” with interests in FMCG,
edible oil, paper, real-estate & health care with diverse
products. Emami Group’s portfolio includes trusted power
brands like Zandu, BoroPlus, Navratna, Fair & Handsome
and Kesh King. Emami cement is the latest venture with the
brand name of “Emami Double Bull Cement” and has a
brand assurance to provide strength beyond expectation.
Emami Cement: A unique Organization
Emami has achieved an admirable market share of over five
percent, within a short span of time, and created strong
channels. The company includes many trusted power
brands, which have gained repeated orders after initial
trials, such as Individual Home Builders, Head Masons and
Contractors. Emami has become a player to reckon for
leading amongst channel partners.
Emami cement is pioneer in utilizing the latest technology.
Emami Cement:
Exploring Premium
Services beyond
Customer Expectations
Vivek Chawla
WTD & CEO
July 2018|26

29. Dangote Cement PLC, and Hindalco Industries at top levels
in the past. However, as he has more interest in cement
industry, he took up the challenge to bring all his cement
experience to play and to build a leading cement business
from scratch. He is adept at large scale transformation
management and is passionate in the relentless pursuit of
excellence. He considers people engagement as a
cornerstone of his leadership style.
Emami’s Best Quality Products & Services
Emami Double Bull cement has become an encouraging
part of the cement industry, by providing “best in class”
quality of cement in all its variants – OPC 43, OPC 53,
PPC, PSC. Also, Emami cement is a front runner in product
and packaging innovation, where the premium PSC has
been launched under the brand name SUBH and premium
PPC has been launched in pilot markets with a formal
launch in the pipeline.
Besides, the technical expert team of Emami cements
provides value added on-site services to the consumers
through their mobile Tech Express. However, its unique
feature is the on-site testing of concrete, to ensure the best
possible construction practices. Further, Vivek mentioned
that—“A fast expanding network of logistics partners and
channel partners ensures the product is seamlessly
available to all consumers”
Transforming Challenges into Opportunities
While sharing the challenges & opportunities, Vivek said
–“One of the key tasks is to rapidly expand its capacity and
network footprint, and increase its market share in both
existing and new markets, for Emami Cement to moving
ahead”. Further, he also added—“As the organization
grows, it becomes imperative to ensure a smooth transition
and maintain a strong focus on talent development and
retention”.
Key Elements that help them to Achieve their Objective
Employees of Emami Cements organization are from
different companies and backgrounds. However, in any
organization, it is very important to have a clear objective,
which unites the entire organization and an enabling
architecture for ensuring execution rigor, and cross-
functional coordination. With the same objectives, Emami
group of company is having a companywide transformation
program—SPRINT (Sales & profitability improvement &
transformation), that works across all functions &
locations.
Vivek further mentioned few important points on which
they have consciously worked such as—
By targeting the ambitious goals of the organization with
performance and success, this is becoming the baseline for
future growth, and driving execution rigor across the
organization through structured review rhythm. Also, by
applying the data driven approach for business decision
making to leverage the advanced analytics. Company is
constantly challenging the status quo with innovations –
e.g. robotic lab, branding.
Appreciated Ongoing Projects
Vivek Chawla explained regarding ongoing project
that—“Currently, the company is working on an end to end
large scale transformation program, for sales and
profitability improvement. This encompasses a cycle of
continuous improvement driven by process excellence in
terms of structured problem solving, driving execution rigor
through impact center, and inculcating ownership across all
levels in the organization”
Envisioning the Future
Emami group of company is aiming to be a long term
player in the industry, with the future expansion plans
beyond Eastern Indian markets, by providing a robust and
aggressive marketing strategy for becoming a “Brand of
Choice” for its consumers. Thus, Emami Cement Company
is working on a range of new products that will soon hit the
market.
Furthermore, Vivek said –“The Company will continue its
commitment to set quality benchmarks and redefine the
criteria for ‘A category’ brands in cement. Also, it will
continue to strengthen its channel strength, exceed
customer expectation, and attract the best talent across
industries”.
Emami has a field team of
technical experts, who go
beyond mere sales and
provide value added on-site
services to the consumers
“
“
July 2018| 27

30. July 2018|28
Industry Insights

31. India is the second largest producer of cement around the world says an independent research. The cement
industries of India became a significant part of its economy in 1982 and granted employment to more than a
million people, directly or indirectly. No wonder, the Indian cement industry has attracted the huge investors,
both from Indian as well as the foreign experts.
India has a lot of potential for developing the infrastructure and construction sector and the cement sector is
expected to largely benefit from it. Due to some of the recent major initiatives such as development of smart cities, it
is expected to provide a major boost to the sector.
Recently, several foreign players have invested in the country and expected to be the contributor of major
developments in the country aided by suitable government foreign initiatives. The growth of this sector is predicated
because of the ready availability of the raw materials for making cement such as limestone and coal (Furnace).
Production Capacity
Presently, the biggest demand drivers of cement are these housing and real estate sectors, accounting for about sixty-
five per cent of the total consumption in India. Some of the other leading consumers of cement include public
infrastructure at twenty per cent and industrial development at fifteen per cent.
July 2018| 29

32. India’s overall cement production capacity was nearly four hundred and sixty million tonnes as of 2017-18. Its
consumption is expected to grow by five per cent in the financial year of 2019 supported by pick-up in the housing
segment and higher infrastructure spending. Currently, the industry is planning to produce three hundred megatons in
order to meet its domestic demand and five megatons for exports requirement.
The Indian cement industry is currently dominated by certain companies. The top twenty cement organizations account
for almost seventy per cent of the total cement production of the country. With four hundred small plants accounting
for the rest, a total of two hundred large cement plants account for a cumulative installed capacity of over four hundred
million tonnes. Out of these two hundred large cement plants, seventy-seven are located in the states of Andhra
Pradesh, Rajasthan and Tamil Nadu.
Due to the increasing construction and infrastructural activities, the cement sector in India has been viewing many
investments and developments in recent times. The government has been approving their investment schemes; in order
to help the private sector companies thrive in the industry. The government of India has also announced the budget in
setting up an affordable housing fund of Rs 25,000 crore in 2018-19 under the national housing bank which will be
utilized for easing credit to homebuyers. This action is expected to boost the demand of cement from the housing
segment. The sector will grow and take India’ economy forward along with it, with the help of the government in
terms of friendlier laws, lower taxation, and increased infrastructure spending. Additionally, so far the cement industry
is expected to reach 550-600 million tonnes per annum by the year 2025 due to the increasing demands of various
sectors such as housing, commercial construction and industrial construction,
Emissions and Substitution
The limestone materials including clay is heated in a huge furnace with high temperatures in manufacturing Portland
cement, so that they fuse without melting to give clinker. “This is the utmost CO2-intensive part of the whole process.
As the carbon dioxide comes both from the burning of the fuel needed to create that temperature and due to the
breakdown of limestone into calcium oxide and carbon dioxide. The later part accounts for 60% of the CO2 emissions
in manufacture of cement,” says Prof. Scrivener, Editor-in chief of Cement and Concrete research. The ultimate thing
to do would be to substitute CO2-intensive clinker with a different material.
Nowadays, fly ash – a waste produced in the burning of coal is used for producing energy and is also used in the
manufacture of blended cement in India. On the other hand, this is been used in limited proportions. Therefore, to
effectively reduce emissions, more clinker has to be substituted with calcined clay and limestone. So, this reduces
emissions by over 30% with respect to Portland cement.
According to independent research, the professionals compared the strength of the various LC3 samples with Ordinary
Portland Cement and Portland Pozzolanic Cement - a variation of OPC in which locally available fly ash was added.
Finally it is found that the strength of the LC3 made with low quality clay is comparable to the OPC and the samples
containing superior quality clay of LC3 is higher than the OPC.
In the near future, India might become a leader in exporting clinker and gray cement to the Middle East, Africa, and
other developing nations around the world. The cement plants that are located near the ports will have an upper hand
during exporting and will logistically be well armed to face stiff competition from cement plants in the interior of the
country.
In addition to this, owing to the profit margins and steady demand, numbers of foreign players are expecting to enter
the cement sector. Plus, the domestic cement companies might go for global listings either through the FCCB route or
the GDR route.
July 2018|30

34. The Philanthropic Duos behind the Company
Mr. Pawan Kumaar Ahluwalia is the Vice Chairman
Group Managing Director, while Ms. Medha
Ahluwalia is the Executive Director of KJS Cement
(I) Limited. These two people are the roots of KJS
Cement. P K Ahluwalia is heading the cement business,
while Medha Ahluwalia is taking the KJS cement to
soaring heights, with her vision, foresightedness, and
unique leadership style.
KJS Cement (I) Limited is revolutionizing the
pattern of cement manufacturing process by
implementing latest PRR technology. This key
technological element of KJS Cement, helps in dynamic
dosing of fly-ash in cement manufacturing process. PRR
technology ensures effective particle size distribution in
cement and optimum hydration of reactive fly-ash in
applications; as a result KJS Cement is making Dense
Concrete.
KJS Cement started its production in 2012 and is catering
to the markets in the states of MP, UP Bihar. This
organization is a part of KJS Group of Industries. It is
one of the most ultra-modern cement plant in India with
machinery technology imported from FL. Smidth
Co, Denmark and Loesche Germany.
The annual turnover of INR 5,000 cr, with over 5000
employees are working in the multi-location and multi-
unit KJS group of industries. KJS group’s presence is in
mining, iron steel, power, media, infrastructure
development such as housing, hotels, commercial space
development, logistics transportation and cement. The
company has been Certified for its Integrated
Management system (IMS) by British Standard Institute
(BSI) comprising of certification for ISO 9001 (2008),
ISO 14001 (2004), OHSAS 18001 (2007), ISO 50001
(2011).
KJS Cement:
Ultra-Modern Cement Plant
Satisfying the Evolving
Needs of ConsumersPawan Kumaar Ahluwalia
Vice Chairman
Group MD
Medha Ahluwalia
Executive Director
July 2018|32

35. With more than four decades of experience, P K
Ahluwalia is managing businesses in several sectors
including cement, power, sponge iron, mining, steel and
hospitality. He is the one who believes in wealth creation
and then passing on the fruits to the society. He has been
responsible for the upliftment of the town of Satna and
also, has mentored many of the start-ups.
Ahluwalia family’s second generation face is Medha,
who graduated in Economics Political Science from
Lady Shri Ram College, New Delhi followed by her
post-graduation from London. Recently she led the
relaunch of KJS Cement (with PRR Technology) and has
established it as a much sought after brand in central
India. She is also a keen philanthropist and has passion
in forming self-help groups.
KJS Offering Technologically Advanced Cement for
Far Better Performance
KJS Cement has been working relentlessly to understand
the ever-evolving needs of the consumers, to upgrade
their offerings and to serve in a better way. While
explaining the services, Medha Ahluwalia
stated—“Last year, we got a comprehensive Market
Research conducted through AC Nielsen to understand
the stated hidden needs of consumers and the
competitors' ability to fulfill all those needs. We realized
that all the cement players are satisfying BIS standards,
but the consumer is looking for more.”
The RD team of KJS Cement took this as a challenge
and started working on product up-gradation and
developed PRR Technology. The company also hired a
leading agency to help company with the new brand
identity and then to launch new improved KJS Cement
with PRR Technology in the market. Medha Ahluwalia
exclaimed—“I am very happy to share that the new
product has been very much liked by consumers by all
the stakeholders and it has given us a boost for further
product enhancements.”
Converting Woven Dreams into Reality
KJS Cement has three ambitious plans, to sustain long
term viability and to strengthen the financial condition
enumerated as:
At very first, the plan is de-bottlenecking of capacity
utilization of clinker, to enable the enhancement of
existing production. This will surge the existing capacity
by 2020.
Secondly, the company is planning to have its own
railway siding at a total length of 6.15 KM from Maihar
Railway station. This will help the company to reach in
the furthest areas, which inturn increases the volume of
the company.
Lastly, as KJS PPR cement has gained acceptance in the
markets, company is now poised to launch a premium
brand with Moderate Sulphate Resisting Properties –
KJS Concrete Master Cement specially designed for
critical applications like Slab Casting, Foundation
Columns. The cement has high initial final strength,
optimum fineness and features like making impervious
concrete even under moderate aggressive conditions of
soil and underground water.
Futuristic Expansion Mode
Looking at the future, KJS Cement has decided to put up
a grinding unit with annual capacity of two million tons
in Uttar Pradesh near power plant. Also, the company is
aiming to start the production from this grinding unit
from 2020. This will help in creating more job
opportunities and serving a wider base.
We have been working
relentlessly to understand
the ever-evolving needs of
the consumers, to upgrade
the offerings and to serve in
a better way
“
“
July 2018| 33

36. Effective Strategies to
Rohan Agarwal
Deputy Chairman
July 2018|34

37. A young and visionary entrepreneur, Rohan Agarwal,
Deputy Chairman, Geopreneur Group, at the age of 26,
for his exceptional accomplishments in the construction
eld, was awarded the 'Young Achiever's Award' by
Mr. Pranay Vakil, Chairman of Praron Consultancy
(India) Private Limited, at the National Awards for Real
Estate and Infrastructure 2015 in Mumbai,. The event
took place at Taj Lands End, Mumbai in the presence
of several well-known dignitaries and individuals
along with Chief Minister of Maharashtra, Devendra
Fadnavis. This, however, wasn't the only award the group
took home as it was certainly a double celebration
for the construction rm, as the Geopreneur Group,
India's rst boutique construction company
bagged the 'Emerging Developer of the Year' Award.
eopreneur Corp, India’s only boutique construction company has been established with the belief that
G‘Quality sells itself and no hype is necessary’. The company was incepted in 2012 under my leadership
and my father Ajay Agarwal, Chairman, Geopreneur Corp’s guidance with an aim to change the home
buying experience for the Indian consumer. We are the flagbearers of the 45 years of legacy of Agarwal group, a
total of 3 generations of strength and 4 generations of wisdom and as a company, aim at creating bespoke projects
for real estate buyers. We have an outlook on providing the best home buying living experience to any client
who envisions buying home in our projects by giving them various choices before purchasing it. As a brand, we
believe that customer is the pillar of our success and customer relationship is one of the most important aspects of
our business.
As a group, we believe in creating real homes for real people. While designing any project, we first ask ourselves
if we would like to stay in this home and what are the amenities we would need to live comfortably. Geopreneur
Group’s only growth strategy I believe has been,” A satisfied customer”.
Key Concerns that Impact a Real-Estate Brand
On time delivery is one of the major concerns towards making a customer happy. Most people buy flats that are
July 2018| 35
CRM Strategies

38. under construction and are single homeowners. They sell
their existing home for an upgrade and shift on rent till the
new home is ready. Which means, the customer is now
bearing the rent of the temporary house, interest on loan
and EMI and yet does not have his new home? This disrupts
their financial planning and at the same time, makes them
insecure as they have risked their financial safety on this
decision. However, with regulations like RERA, this has
reduced.
Second most important aspect is, to deliver as promised to
the customer at the time of selling the property. Miss-selling
is the easiest way to make a customer unhappy and it also
costs the credibility of the developer. Be it your ad
campaigns or your sales team, as a company, make sure that
they only promise what will be delivered to the customer.
Many projects are currently promoting lower price of their
properties to lure the customers. E.g. Own a home in Malad
in 80 lacs. This claim looks very attractive on a billboard
and triggers leads. However, when the customer gets into
the details he realizes the property cost is at least 20%
higher than what he perceived as the so-called MRP did not
cover taxes and registrations costs.
Listen to your market and understand their needs-
Develop projects according to the current trends and
customer sensibilities. If your project caters to the
emotional benefits of the customer too, it will definitely
lead to a happy customer.
Innovate but don’t exaggerate- Our homes have unique
features like Sound and Dust Proofing too that creates a
sanitized living space in a city like Mumbai. These simple
features create a wow factor for the customer. Innovation
doesn’t have to be always disruptive. At times, even the
simplest ideas work wonders.
Price the product sensibly- We keep in mind that the price
point is reasonable for a common man to afford. At the
same time, we offer Designer lobby, Swimming Pool,
rooftop garden with children’s play area, rainwater,
harvesting and an automated car parking system too. This
gives the customer value for money and the project stands
out amongst its competitors in the vicinity, thus giving the
developer an extra edge.
Sell the USP and don’t make your weakness look like
strength to make a sale- Many builders try to sell the
weakness of the project as strength. Example, if a project is
far from the city, mis-selling it as ‘an escape from noise’
and exaggerating the connectivity of the location is a
definite no-no. Rather, promote it as a second home so that
a first home buyer who is working doesn’t feel that he fell
into a trap.
The Property, Documents, and Approvals- Though with
RERA it is not an issue anymore. Still, a builder should
make sure that every step of the project is legally compliant
so that the customer does not have issues after getting
possession. It not only brings bad reputation but also
disturbs the buyer’s life and financials as most homeowners
are single property owners and invest their life savings in a
home.
Prioritize safety- Many builders pay a lot of attention to
the aesthetics and experience of the property to convince
the buyer to buy it. But safety too is important as due to it
several accidents are constantly happening. Fire safety to
making it senior citizen and child-friendly is important.
Pay Attention to design and aesthetics along with
amenities- It is essential that the customer feels special in
their home and the living experience is pleasant and
comfortable. In Mumbai, space is a luxury so designing
smart interiors that consume less space but give comfort in
the compact living area is important. As a brand we thus
make sure that our projects are compact and cozy at the
same time includes all the amenities like gardens,
swimming pool, and security in a contemporary design that
gives the customer an elite living experience thus
strengthening our relationship with them.
Quality- Many leading builders often use inferior quality
products and thus the homeowner within 2 years of moving
itself has to start investing in electricals and plumbing and
leakage related issues. This may sound like a minor issue
but if one has to live with them, the builder is constantly
bad mouthed for ruining the customer’s living experience.
Rather simply be more cautious with the material used and
contractors assigned to make sure these bugs are eliminated
from the property.
July 2018|36

40. cement. Located in, Trichy, Tamilnadu, the company is in
operation and leading a business with value-oriented and
people-focused culture since its inception. The company is
having outstanding products that protect human life and
personal property. It improves the quality of life, generates
economic prosperity and connects the society. The company
is putting up all its efforts in excessive demand of increased
consumption of cement. Each member of the company is
proactively working towards achieving its goal. It has an
established Mini Cement Plant in India is having the
capacity of 250metric tons per day, with its well-known
brand name ‘Vijay Gold Cement’.
Initially, Vijay Cements was started as the cement grinding
unit with the capacity of 100metric tons/day in 1992.
Further, in 1995 it was upgraded to mini cement plant with
In today’s infrastructure development of the country,
the cement industry is playing a crucial role. The
technological changes have been undertaken in every
industry, including the cement industry. Every system and
products are being upgrading continuously. Induction of
advanced technology has immensely helped the industry to
conserve energy and fuel to save materials substantially. In
terms of technology, quality and productivity of today's
advanced cement are undeniably at the top. One such
progressive cement manufacturing company is Vijay
Cements which is playing a vital role in building a safe
infrastructure.
Successive Journey of Vijay Cements
One of the leading company, Vijay Cements is
manufacturing environmentally and socially progressive
Improving Quality of Life
by Ensuring Safe
Infrastructure
Vijay Cements:
July 2018|38

41. two kilnto produce clinker having capacity of 60metric
tons/day/kiln. Further, from February 2014, after clubbing
with VVM Group, the company is innovating more by
giving extra attention to quality, environment, and safety.
Apart from this; the firm has also placed its interest in
various industries such as Textiles, Food and Agro,
including Chemical and Pigments.
The firm has always been investing in improving the safety
aspect of the cement. Thus, in the year 2015, Vijay Cements
succeeded with IMS Certification for the excellent
improvement in cement quality, environment, and safety.
Further, in the year 2016, the company’s innovation into the
workplace and quality product process improvement led it
to the successful implementation of5S Methodology and
thus achieved 5S Certification. Also, it has been awarded by
the renowned certifications called IS: 1489-Part:1-2015
Certification, as the company produces the best quality of
Portland Pozzalana Cement. This makes the company one
of the most comprehensive, holistic quality management
endeavors, and considered as one of the trusted cement
plants.
Vijay Cements: Building reliability in Life
The firm is committed to achieve growth through superior
innovation, quality, customer satisfaction service. The
firm is running its business in an ethical and professional
manner. With the vision of building reliability in everyone’s
lives and cities; Vijay cement is aiming to provide safe and
reliable products and technology. To achieve this, every
member of the company is working proactively towards a
sustainable resource-recycling society, as they deeply
understand the advance wide range of needs and
requirements.
Core Values of the Company
The work of individuals is aligned with the common values,
internal beliefs, and the best practices. Employees of Vijay
Cements, share the four core values such as Safety First,
People Development, Quality product, and Customer
Satisfaction. This forms as the foundation for its people and
to successfully build responsiveness in lives of customers
and local communities. The company represents its core-
commitment to become a truly valuable company by
developing a variety of CSR activities that contribute to a
better, safer and more progressive society. This is resulting
in an improved quality of life for people of the present and
future generations.
Setting New Standards in Environmental Sustainability
All the members of Vijay Cements are continuously
endeavoring to build upon two central pillars. One is the
steady commitment to the customers and employees, while
other is ensuring a determined commitment, through their
actions. The company is also a key investor in creating a
better tomorrow, by engaging in the extensive CSR
activities of education, health, and employment. It also
believes that the long-term success depends on the
existence of stable and economically feasible communities.
The firm is committed to producing environment-friendly
products in a very responsible manner. By encouraging the
efficient use of resources, it is creating sustainable products.
Providing Quality Assurance
Vijay Cements is dedicated to provide the highest quality
products in the industry. This quality is delivered due to its
quality control laboratory. Despite of having huge
competition in the market, the company is focusing on the
delivering superior products to the markets. Today, it has it
has become the most demanding company in terms of
quality and performance of the cement.
Heading Towards Revolutionary Future
Vijay Cements believes that its success is primarily based
upon the relationship with the community and helping
environmental responsibility, encouraging technologies that
do not harm the environment. The company is building
responsiveness with its customers and local communities
with an eco-friendly system. The company is planning to
expand by creating value for all delighted customers,
engaged employees, enlightened partners and sustainable
development, along with creatively setting new values for
the company.
We make an
impact by improving
the quality of life
““
July 2018| 39

42. Embracing
for the
FUTURE
Technology to Innovate
SMART CEMENT
July 2018|July 2018|40
Technological Innovation

43. July 2018| 41

44. The world is changing faster than ever thanks to the
cutting-edge technology solutions. The technological
revolutions are transforming the way humans live.
With the successful adaption of the modern innovative
technologies; various sectors are improving their overall
productivity, including the cement manufacturing, health
science, and many other sectors. The construction industry is
the only global consumer of the resources and raw materials.
The buildings are huge contributors to the release of carbon
dioxide. Thus the value remains in improving the quality of
construction and the quality of materials used. This is to
contribute to a healthier environment, to increase the
sustainability and reduce its cost.
What can be done?
Well, it is suggested that little or no ‘Ordinary Portland
Cement’(OPC) should be used in the construction. But, today
researchers are looking for radical alternatives to OPC, and as
a result, all the companies are now focusing on ‘Eco-friendly
Cement’. Cement and concrete have been used around since
the times of the Roman Empire. That time, the lime-based
cement was made from heating limestone gently, that are still
available in the market. It has its own constraints. Today, we
all are living in a world where one of the main concerns is the
level of carbon dioxide in the atmosphere. Thus, the world
needs a kind of cement that has the qualities like ability to
harden quickly under water, strong, long-lasting, durable
without the carbon emissions.
Manufacturing of Newer and Sustainable Cements
Sustainability has now become a requirement, rather than just
a desirable characteristic. The researchers are concentrating to
produce more sustainable cement, in the recent past, and
continue to do so. This can be achieved through the reduction
of clinker factor in cement, as well as by enhancing the
utilization of low grade and waste materials in cement
manufacturing and developing the composite cement,
Portland-limestone cement as well as non-Portland cement
such as geo-polymeric cement. Construction is one of the
sectors which produce a huge amount of waste. Thus the
efficient use and the recycling of raw materials, or even a
small improvement in the sector, offers a huge potential
benefit. For the eco-friendly purpose, the industries are
increasingly using off-grid or distributed power sources, such
as wind power, geothermal energy and solar panels on
roofs. Along with the quality, the construction industry is
also focusing on energy efficiency and eco-balance.
Key Issues to be considered
Some of the key issues which are to be taken into
considerations are: Raw material conservation: The
limestone is used because it is a nonrenewable mineral
resource. Environmental considerations: Global emphasis
on reducing the emission of greenhouse gases, use of
alternate raw materials in clinker production, and producing
cement with lower clinker factor. Standard Specifications:
Formulation of standard specifications for newer and more
sustainable cement. Cement properties and concrete
performance: Rate of strength gain of cement at lower
clinker contents/ newer cement and Durability of concrete
structures.
Benefits of Technological Change
Today, cement is recognized as being ecologically safe, due
to its outstanding properties. The number of available types
will only continue to grow and further highly-effective
processes will established the companies. Thus to proceed,
the cement industries would implement automation. This
advanced process of automation ensures that cement plants
perform in a better way, which will be resulting in increased
stability and higher profitability.
However, the direct benefits of this technological change
include increment in the production up to eight percent,
decrement of fuel and energy consumption up to six
percent. While, the indirect benefits are the low cost
maintenance, long-term stability, the reduced equipment
cost.
The industries in the construction sector are facing
numerous emerging challenges; the industries have
successfully harnessed technological advances to improve
and reshape their products and services. Today, the
technology is offering the chance to reshape the cement
industries, and also helping it to step up and to address
some of these challenges to turn them into the
opportunities.
July 2018|42

46. GDPR
What it
means for Indian
Businesses?
With digital and cross border transactions
growing at an exponential rate, protection of
personal data has become a critical issue with
multi-jurisdictional implications. The recent and most
significant example of protection of personal data being that
of the European Union's (“EU”) regulation on protection of
natural persons with regard to processing of personal data
and free movement of such data (“General Data
Protection Regulation” or “GDPR”) that came into force
from May 25, 2018 onwards. GDPR on account of its extra-
territorial applicability has given rise to certain significant
questions on its implications on non-EU organizations,
which I have attempted to address below.
Does GDPR apply to Indian Companies?
One of the key underlying principles of GDPR is to ensure
that when personal data of persons staying in EU is
transferred to non-EU countries, the GDPR’s data
protection safeguards goes with such data. To put it simply,
GDPR has an extra-territorial application and even applies
to processing by entities situated outside EU, of personal
data of persons of EU in relation to offering of goods or
services to such persons or monitoring their behaviour in so
far as it takes place within EU.
Consequently, Indian entities who are acting as either a
‘controller’ (i.e. the person who determines the purposes
and means of the processing of data) or a ‘processor’ (i.e.
the person who processes the personal data on behalf of the
controller), of personal data of EU residents, become
subject to GDPR. GDPR therefore is likely to have
significant impact on the technology/data processing Indian
companies operating in say the information technology,
international e-commerce, outsourcing sectors.
When is cross-border data transfer to non-EU countries
(like India) permitted?
Adequacy Decision: GDPR permits international data
transfer to non-EU countries, subject to European
Commission's (“EC”) decision that they ensure an adequate
July 2018|44

47. Seema Jhingan
Partner Co-founder
Seema Jhingan, a senior Partner and Co-founder of LexCounsel, Law O ces, has over
twenty three years of experience. She has extensively advised in areas including Mergers
Acquisition, Education Laws, Defence Aviation, Venture Capital Private Equity,
Franchising, Media Entertainment, Software/Information Technology, General
Corporate and Commercial.
About the Author
Experts View
July 2018| 45

48. level of protection. However, so far, the EC has granted such ‘adequacy decision’to only a handful of countries and India
is not one of them.
Alternative Appropriate Safeguards: In the absence of an adequacy decision, for cross-border transfers of personal data
to India, the ‘controller’ or ‘processor’ should provide for appropriate safeguards, such as adoption of pre-approved
(GDPR compliant) binding corporate rules by multinational companies for transfer of personal data to their group
companies in India; making use of standard data protection clauses adopted by the EC or supervisory authority; or
adoption of pre-approved codes of conduct drawn up by associations/ bodies representing categories of controllers or
processors.
Other Exceptions: Cross-border transfer of data can also take place in certain specified situations such as where explicit
consent of the data subject (after being informed of the possible risks) has been obtained or where transfer is necessary
for reasons such as performance of contract between data subject and controller; public interest; for establishment,
exercise or defence of legal claims; for protecting vital interests of data subject or other persons, or where the data
subject is physically/legally incapable of giving consent, etc.
What are the Key Implications for Indian Companies?
It has become imperative for Indian entities handling personal data of EU residents, to implement the data protection
requirements stipulated in GDPR within their systems, particularly as their EU counterparts are likely to insist on
compliance with the GDPR as part of their standard contractual clauses given the heavy penalties associated with GDPR
non-compliance and regulations governing cross-border transfer of personal data.
GDPR compliance for Indian companies can entail a significant overhaul and re-writing of their privacy policies and
contractual arrangements with EU counterparts and data subjects and internal data protection protocols and systems to
make them GDPR compliant. Depending on the role of the Indian entities vis-à-vis the obligations imposed on
‘controllers’ and ‘processors’ under GDPR and their applicability, this may inter alia include:
Ÿ Provision of additional rights to data subjects as available under GDPR such as fair and lawful processing of data
(which inter alia requires that the data subject be informed of the existence of the processing operation and its
purpose); rights to obtain rectification of inaccurate personal data, right to obtain from the controller the erasure of
personal data concerning without undue delay in prescribed circumstances, right to data portability, to be informed if
the data is to be processed for other purposes, etc.
Ÿ Obtaining of consent which is specific, informed and unambiguous. While, this could include ticking a box when
visiting an internet website, but silence, pre-ticked boxes or inactivity would not constitute consent. If the processing
has multiple purposes, consent should be given for all of them.
Ÿ Implementation of other appropriate technical and organizational measures to inter alia ensure security and safety of
data; meet the principles of data protection by design and by default (such measures could consist, inter alia, of
minimizing the processing of personal data, pseudonymising personal data as soon as possible, transparency with
regard to the functions and processing of personal data, enabling the data subject to monitor the data processing,
enabling the controller to create and improve security features); due reporting of data breaches within a specified time
period; appointment of data protection officers and carrying out of data protection impact assessment where
applicable.
The operational compliance burden and associated costs with GDPR may prove to be substantial, particularly, for
smaller companies (especially startups operating on shoestring budgets). That said, the Indian Government is seeking to
further strengthen its regulatory framework for data protection and privacy and Shri B. N. Srikrishna Committee is soon
to suggest a new data protection bill, the data protection compliances are likely to become a matter of utmost
significance for all Indian companies in the future (and not just with companies having business interests in EU).
July 2018|46