Advertising & Sales Promotion on Cement Industry

1548 Words Apr 4th, 2013 7 Pages
Roll no 07 (MMM IV)

The cement industry has come a long way since 1914 when the first cement plant was set up at Porbandar. In the past, the government's regulation restricted the growth of the Indian cement industry. The removal of these controls resulted in rapid progress in terms of new capacity creation and higher production. As of March 2012, the country had an installed cement capacity of around 325-330 million tonnes with most of the capacities being added only during the last decade.

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Evolution of the cement industry
The cement industry is one of India's core sectors. The country's first cement plant was set up in
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The system of freight pooling was scrapped and a subsidy scheme, to ensure availability of cement at reasonable prices in remote and hilly regions, was implemented. This opened up opportunities in the industry and was marked by huge investments in the coming years.
Industry structure
As of March 2012, the total installed cement capacity in India stood at approximately 325-330 million tonnes. The industry can be broadly classified into pan-India, regional and standalone players.
Pan-India players include large players like Holcim group companies- ACC and Ambuja and Aditya Birla group company- UltraTech Cement (including Samruddhi Cement) . Companies of both these groups are adding capacities through either greenfield or brownfield expansions.
Players whose presence is restricted to one or two regions, with a stronghold in the markets of their respective operations are included in the category of regional players. Key examples of players included in this segment are Jaiprakash Associates (North and Central), Lafarge (concentrated in the East), India Cement (South), Shree Cement (North), Binani Cement (North), Kesoram Industries (South), Chettinad Cement (South), Dalmia Cement (South), Madras Cement (South) etc.
Players like Panyam Cement, Penna Cement, etc, are concentrated and operational in few states within a region. Owing to their largely local reach, these players are
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