MAIHAR CEMENT PROP.CENTURY TEXTILES & IND.

LTD

HISTORY OF ORGANIZATION:
Maihar's history can be traced since the Paleolithic Age. The town was
formerly the capital of the princely state of Maihar. The state was founded
in 1778 by Rajputs of theKachwaha clan, who were granted land by the
ruler of the nearby state of Orchha. The state became a princely state
of British India in the early 19th century, and was administered as part
of Bundelkhand Agency in the Central India Agency. In 1871 the eastern
states of Bundelkhand Agency, including Maihar, were separated to form
the new agency of Bagelkhand in Central India. In 1933 Maihar, along with
ten other states in western Bagelkhand, were transferred back to
the Bundelkhand Agency. The state had an area of 407 square miles
(1,050 km2), and a population of 63,702 in 1901. The state, which was
watered by the Tons River, consists mainly of alluvial soil covering
sandstone, and is fertile except in the hilly district of the south. A large area
was under forest, the produce of which provided a small export trade. The
title of the ruler was maharaja. The state suffered severely from famine in
18961897. Maihar became a station on the East Indian Railway (now
the West Central Railway) line between Satna and Jabalpur, 97 miles
(156 km) north of Jabalpur. Extensive ruins of shrines and other buildings
surround the town.
[1]

PROMOTERS :

Chairman's Message

"I believe that the Fortunes of Century Textiles & Industries Limited
rest solely on its continuing ability to evolve and successfully implement
new techniques and systems to anticipate future trends and zero in on
to them, to be in short, a company that is plugged into tomorrow.."

VISION :
Vision - The 3T
Tradition
Maihar Cement is a division of Century Textiles & Industries Ltd.,
belonging to the BK Birla Group of Companies, a leading Business House
with its presence in Core Industries like Textiles, Rayons, Chemicals, Paper
& Pulp and Cement, which has been at the vanguard in generating wealth
for the Nation. Our heritage of being a part of this group carries with it a
commitment to quality. All our Products meet the most stringent and
exacting standards of our growing list of loyal customers who are engaged
in building Modern India.
Technology
[2]

Our Group's Core Value of Quality has built for us an invincible reputation
and for this, the finest technology was sourced from world renowned
manufacturers and state-of-the art equipment installed for energy efficient
and pollution free large scale cement production. The presence of superior
technology is also evinced in our various quality initiatives which have
fetched for us the coveted ISO-9001, an International Certification for
"Quality Management System". We have also got theISO140001 Certification for "Environmental Management System" which
amply reflects our commitment to the environment.
Trust
Our Customer is the focal point for all our endeavours and what we value
most is their trust in us, whether that be in the aspect of reliability of supply
or in the aspect of quality assurance. An extensive distribution network and
a retail chain of thousands of outlets stretching across the length and
breadth of regions, play a vital role in taking our cement units closer to the
customer's doorsteps. Further, our efficient and responsive technical staff
excel in providing quick and expert care so as to enable thousands of users
to keep smiling and ever wanting our products.
MISSION:
"Complete Customer Satisfaction and fulfilling the expectations of
society is the key to success of any business enterprise in Global
Economy
MAIHAR CEMENT QUALITY POLICY
Maihar Cement is committed to :(1)

Produce consistently high quality Cement conforming national /

consumer satisfaction.

(2)

Supply Cemented most economical price.

(3)

Continually improve the quality and productivity.

(4)

Customer satisfaction.
This shall be achieved by :-

(1)

Implementation of ISO 9002 in the company.

[3]

(2)

Training and development a team of dedicated word force.

(3)

Adopting latest technology appropriately.

(4)

Setting and reviewing objective at various function and level in the

company.

Marketing Policy

Product Quality exceeding Customer's expectations

Timely Despatches
Attractive and functional packaging
Quick Business Response
Prompt After-Sales service
Adhering to fair and ethical business practices

INTRODUCTION
[4]

Maihar Cement is a division of Century Textiles and Industries

Ltd, a flagship company of BK Birla Group. The company is well
diversified having interest in cement, textiles, rayon, chemicals, pulp and
paper.

Maihar Cement is situated at Sarlanagar (Maihar) Dist. Satna in the State of

Madhya Pradesh with an installed capacity of 4.20 Million TPA.

Maihar is

45 Kms South - East of Satna on Howrah - Mumbai Central Railway Main

Line. Maihar is well known for Sharda Devi Temple and Maihar Gharana

[5]

Music whose proponent was renowned Musician padma Vibhushan Baba

Allaudin Khan.
Apart from this, company has two more cement plants namely
Century Cement at Baikunth, Dist. Raipur in the State of Chhattisgarh with
an installed capacity of 4.20 Million TPA and Manikgarh Cement at
Gadchandur, Dist. Chandrapur, Maharashtra with an installed capacity of
1.90 Million TPA. The combined Capacity of all cement plants taken
altogether is 7.80 Million TPA. More emphasis is given for production of
blended cement which constitutes about 95% of the total cement produced
by the company.

[6]

Plants of Century Textiles and Industries Limited

[7]

Century Cement

Chhattisgarh

Maihar Cement

Madhya Pradesh

Manikgarh Cement

Maharastra

Units

Figures in Million TPA

2009-10
Century Cement

2.10

Maihar Cement

4.20

Manikgarh Cement

1.90

8.20

Total

[8]

The capacity enhancement to 8.20 Million TPA is under

implementation by carrying out modification, up gradation and rebottle of
existing plant & machinery and equipments.
Which is likely to be completed by Oct-Dec 2009 Quarter. All
cement plants are equipped with captive power plants. Which not only
ensure an uninterrupted power supply, but also help company substantially
on power cost, as the own generated power is quite economical as compared
to grid power. The company sells its cement under its premium Brand Name
Birla Gold.

Sri B.K. Birla Group has three more plants :(1)

M/s Kesoram Cement for southern region.

(2)

M/s Vasavdutta cement for southern region.

(3)

M/s Manglam cement for western region.

Captive Mines
Maihar Cement has its own Captive Mines with rich limestone reserves at
Bhadanpur just 7 Kms from the plant. mines' working is fully mechanized
and an overland belt conveyor of 7 kms passing through hilly terrain
[9]

transports limestone from mines to plant. The aesthetic view of the

surrounding area has been maintained by afforestation of the mining area
and also by creating water reservoir in the excavated area.

Fig (1) ; A Panaromic view of Mines

Captive Power Plant

Fig (2) :Captive Power Plant

[ 10 ]

To meet the need of the hour and in order to reduce the cost of
production, so as to be competitive, Maihar Cement has installed its own
Captive Thermal Power Plant and the total installed capacity is 35 MW
which is helpful in uninterrupted running of the plants on sustainable basis.
Logistics :
Strategic location of the plant, connected with NH-7 puts Maihar Cement in
a very advantageous position so far as logistics is concerned. The Plant is
well connected by Road with all the major marketing centers. Being
situated on Mumbai - Howrah (via Allahabad) main Railway Line, it is also
well connected with all the States in East & North East.

Fig (3) :Rail lines

Maihar cement is pioneer in producing blended cement i.e.
Portland pozolana cement. The motivation for the production of blended
cement has been primarily with the aim of preserving limestone reserves
and environment.
[ 11 ]

Advantages :

Low heat hydration resulting in resistance to cracking.

Resistance to corrosive water and chemical attacks and threby longer

life to steel / iron structure underneath.

High degree of impermeability and workability for the concrete mix.

Higher ultimate strength at longer duration.

Higher degree of fineness, resulting in

1.

Complete chemical reaction

2.

Easy workability

3.

Increased plasticity

Reduced Alali aggregate reaction as also free lime expansion and

thereby resistance to cracking.

Lower drying shrinkage and low leaching value.

PPC can be used for any type of construction which earlier had been
the forte of OPC. However due to its special attributes, its us is rather
imperative for the following construction works.

Uses :

Hydraulic structures.

Mass concreting works.

Marine structures.

Masonary mortars and plastering.

Under aggressive conditions.

The basic raw material in the production of cement is limestone. The
limestone ore as obtained from the mine is fed to the raw mills after
crushing it to acceptable size. Certain 36.
[ 12 ]

Additives such as laterite, Bauxite, High grade limestone (Sweetener)

etc. are also introduced along with limestone into the raw mills as
applicable. In the raw mills, the above inputs are reduced to a
particular fineness. The output of the raw mills, called raw meal is
then burnt in the kiln and then cooled to produce clinker. The fuel
used for burning of limestone is powdered coal produced from the
coal mill. The clinker is thereupon fed into cement mill and pilverized
along with gypsum to yield the basic cement is replaced by fly ash to
produce PPC.
Process in Nutshell
Scenic views of our uniqueness :
(1)

Limestone excavated from Mines is transported through Dumpers

and fed to crushers wherein it is reduced from above 850 mm to 80
mm size.

(2)

Environmental friendly Conveyor belts transport the limestone

from the Crusher to the Plant Site over a distance of 7 kms.

[ 13 ]

(3)

Scientifically designed Stackers provide for stacking of the

limestone received from the mines in circular / longitudinal stock
piles. Use of Reclaimers ensure consistency in quality.

(4)

Most advanced Coal Mill pulverizes the coal to be injected into

Kiln for burning of Raw Meal.

[ 14 ]

(5)

State of the Art Vertical Roller Mill grinds Limestone feed

to

powdered form called Raw Meal.

(6)

Centralized Control Room monitoring the manufacturing process

through computers

(7)

Close Circuit Cement Mill ensures high quality grinding of clinker,

gypsum and pozzolana to yield best possible uniformity of the
cement particles.

[ 15 ]

Consistency and accuracy in the packing of bags by electronic packing

machines.
Packing Plant is equipped with computer controlled electronic packers,
which ensure that cement bags are packed and sealed to 50 kg of cement
each accurately. Manual check is also carried out at random to monitor
computer accuracy and introduce correction as applicable.
Packing & Dispatch

Loading of bags in the wagon/trucks is carried out automatically by means

of wagon / truck loading machines, equipped with Electronic Loading
Counters which accurately keep count of the Number of bags being loaded.
[ 16 ]

Efficient logistic & transportation network ensures prompt delivery of

materials to the customers.
Environmental Management System
Right from inception, great emphasis has been laid at Maihar Cement on
maintaining ecological balance and environmental preservation so as to
provide green, healthy and pollution free environment.

Continuous

monitoring of various Pollution Control equipments are done round the

clock to maintain emission levels much below the norms specified by State
Pollution Control Board.
Measures Taken Towards a Cleaner Environment

Installation of highly efficient Pollution Control Equipments viz.,

ESPs, Bag Houses and Pulse Jet Dust Collectors at every dust
generating point in the Plant.
Regular monitoring of all stacks and ambient air quality.
Proper treatment of domestic affluent generated from residential
colony in Oxidation Ponds and use of treated water for plantation
purposes.
Massive efforts for plantation of various species of trees for
ecological up-gradation.

[ 17 ]

Fig (4) View of greeneries in plant are

To control fugitive emission, following additional steps have been
taken:

Covering of Conveyor belts transporting various process materials

All raw materials are stored in covered gantry.

Water sprinklers have been provided on the roads to check fugitive

emission generated due to movement of vehicles

Concretization of roads and floors inside the Plant

The Fly Ash generated from Thermal Power Plant is used as an

additive for manufacture of PPC.

The Plant maintains perfect harmony with environment through effective

pollution control measures in respect of air, water, land and noise level. All
efforts are made to curb pollution at grass root level.

[ 18 ]

CUSTOMER SERVICE
Customer delight remains focus of companys marketing mix. For that
company provides best quality cement to the customers followed by prompt
and perfect after sales service. Later, independent customer feedback
assessment is done to evaluate the degree of satisfaction.
Technical Service Cell has been setup to provide technical assistance to
institutions and people engaged in construction work. Besides on site
assistance brochures and useful guidelines for cement usages provided
regularly. Masons, contactors, Architects and Engineers are also trained on
regular basis and so far 53715 such persons have been trained.
Advertisements and promotional Campaigns are created and executed
in house by innovative marketing professionals involving whole gamut of
activities right from conceptualization to execution stage.
Market Regions of Birla Gold:
Maihar Cement sales are mainly spread in Madhya Pradesh, Uttaranchal,
West bangal, Bihar, Uttar Pradesh, Assam and Orissa. The increasing
congestion of plants in the Satna belt has led to intense competition in M.P.
market.
S.N.
1
2
3
4
5
6
7

State
M.P.
Bihar
West Bangal
U.P.
Assam
Uttarnchal
Export

Share
17.86 %
25.91 %
1.15 %
46.83 %
3.48 %
2.47 %
2.29 %
[ 19 ]

Table : Market Share (State Wise)

(Source : Company Data)
Cross Branding:
Introduction of cross branding concept is the major achievement as packing
of different brands of Century, Maihar and Manikgarh Cement from
different manufacturing facilities started selling as a single brand Birla
Gold, which in turn has given freight benefits and advantage of brand
powers of established brands like Birla Faulad, Century Gold, Century
Classic etc. This has significantly improved brands base and realization to
cement division.
Our Vision - The 3T
Tradition
Maihar Cement is a division of Century Textiles & Industries Ltd.,
belonging to the BK Birla Group of Companies, a leading Business House
with its presence in Core Industries like Textiles, Rayons, Chemicals, Paper
& Pulp and Cement, which has been at the vanguard in generating wealth
for the Nation. Our heritage of being a part of this group carries with it a
commitment to quality. All our Products meet the most stringent and
exacting standards of our growing list of loyal customers who are engaged
in building Modern India.
Technology
Our Group's Core Value of Quality has built for us an invincible reputation
and for this, the finest technology was sourced from world renowned
manufacturers and state-of-the art equipment installed for energy efficient
[ 20 ]

and pollution free large scale cement production. The presence of superior
technology is also evinced in our various quality initiatives which have
fetched for us the coveted ISO-9001, an International Certification for
"Quality Management System". We have also got the ISO-140001
Certification for "Environmental Management System" which amply
reflects our commitment to the environment.
Trust
Our Customer is the focal point for all our endeavors and what we value
most is their trust in us, whether that be in the aspect of reliability of supply
or in the aspect of quality assurance. An extensive distribution network and
a retail chain of thousands of outlets stretching across the length and
breadth of regions, play a vital role in taking our cement units closer to the
customer's doorsteps. Further, our efficient and responsive technical staff
excel in providing quick and expert care so as to enable thousands of users
to keep smiling and ever wanting our products.

AWARD EARNED BY MAIHAR CEMENT

NATIONAL AWARD FOR ENERGY EFFICIENCY FROM
NCCBM
Best Improvement in Energy Performance 1991-92
Best Improvement in Thermal Energy Performance 1991-92
[ 21 ]

 Best Improvement in Electrical Energy Performance 2000-01 & 03-04

Best Improvement in Energy Performance in manufacture of Blended
Cement 2003-04

OTHER NATIONAL AWARD

Abheraj Baldota Environment Award for 1995-1996 from FIMI
National Safety Award for outstanding performance in Industrial Safety
Lowest average frequency rate as runner up for the award year 1998
Longest accident free period as runner up for the award year 2001
Longest accident free period as runner up for the award year 2003
Accident free year as runner up for the award year 2005
Accident free year - Best for the performance year 2005
National Energy Conservation Award for 2001 from Govt of India
Social Awareness Award for 2002-03 from FIMI

Where there is Quality, there is Productivity

MAIHAR CEMENT QUALITY POLICY

Maihar Cement is committed to :(5)

Produce consistently high quality Cement conforming national /

consumer satisfaction.

(6)

Supply Cemented most economical price.

(7)

Continually improve the quality and productivity.

[ 22 ]

(8)

Customer satisfaction.
This shall be achieved by :-

(5)

Implementation of ISO 9002 in the company.

(6)

Training and development a team of dedicated word force.

(7)

Adopting latest technology appropriately.

(8)

Setting and reviewing objective at various function and level in the

company.

PRODUCT OF MAIHAR CEMENT

Maihar cement produced both OPC and PPC.
(I)

Ordinary Portland Cement (OPC) is three type.

(a)

33 Grade

(b)

43 Grade

(c)

53 Grade

(a)

OPC 33 Grade :[ 23 ]

It develop strength quickly enough concrete and morter made

with OPC and attacked by acid and Sulphates. Therefore Maihar
Cement 33 Grade chemistry and particle size distribution has been
adjusted to gire.
(1)

Moderate Suplhates resisting properties.

(2)

Very low chloride content to avoid corrosions in steel.

(3)

Low heat of hydration resulting in a durable structure.

(b)

OPC 43 Grade :It is some 33 Grade, but its quick setting then OPC 33 Grade.

(c)

OPC 53 Grade :It is good strength than 33 grade and 43 grade. It is very quick

setting than other two grades.

It is very useful in view of Economy.
(1)

Lesser requirement of cement due to very high surface area.

(2)

Excellent from finish.

(3)

Speedy construction.

(II) Portland Pozolona Cement (PPC) :It differs from OPC mainly in that it is a blended cement and
incorporate of active constitution called Pozolana, Which is inter
grounded with clinker and gypsum.
SALIENT FEATURES OF BIRLA GOLD

Ideal for concrete provides dense concrete with low permeability.

Resistive to corrosive effect or water / chemical.

Increase the pH value of concrete, which helps in increasing corrosion

resistance.
[ 24 ]

Enhances the properties of plasticity and cohesiveness which are

significant for durability.

Provides good workability with high water retention property.

Formation of secondary CSH Gel which helps in higher ultimate

strength.

Reduced heat of hydration thereby minimizing thermal cracking.

Ideal for all types of constructions :Housing and commercial buildings, high strength flyover, bridges
RCC elements, pre-stress and prefabricate concrete elements and
canal liming where strength as well as durability are the guiding
factors.

SPECIFICATION OF MAIHAR CEMENT

UNITS REQUIREMENT BIRLA GOLD
[IS:1489(1991)]
Physical
Characteristics

M2/kg

300 Min

Specific Surface
[ 25 ]

334

Soundness
Lechateller Method

Mm

10.0 Max

1.00

Auto clave Method

Setting Time

0.80 Max

0.03

Initial

Min

30 Min

105

Final
Compressive Strength

Min

600 Max

175

3 Days

Mpa

16 Min

26

7 Days

Mpa

22 Min

41

28 Days

Mpa

33 Min

60

MARKETING DEPARTMENT CHART

REQUISITE RORMS OF REQUIRED CEMENT
DISPATCH
(1)

Form 75 Presented by the company at border.

(2)

Form 31 Presented by the second party when the cement for their
personal use.

(3)

Form 32 Presented by the dealer of stockiest.

[ 26 ]

(4)

Form F At the time of consignment sales.

(5)

Form C At the time of direct sales.

Note Form 31 & 32 prepared at MP / UP Border.
SECURITY DEPOSIT
Security is an amount which is given by one party to another party by

which the one party assure that if he fails to pay his debts then the second
party will adjust that amount with deposit amount.
Object of security deposit :(1)

To increase stockiest network.

(2)

The security amount will be adjusted when these is a dispute. Bad

debts or in conflict between the party and the company.

(3)

In the case of down words of market, the company will force his
agent to keep at least some in his marketing.
The company has about 1900 party who are taken dealership of the
company and the company Rs. Above 14 crore from security.
The company is give 11% interest on the security amount which
will deposit by his agent.
INTRODUCTION OF MARKETING RESEARCH
Marketing research is a systematic and objective study of problems

pertaining to the marketing of goods and services. It may be emphasized

that it is restricted to any particular area of marketing but it is applicable to
all its phases and aspects. At this stage it may be worth while to examine
some definition of marketing research.
[ 27 ]

The most widely used definition of marketing research is that of the

American marketing (AMA) which has defined it is The systematic
gathering recording and analyzing of data about problems relating to
the marketing of goods and services.
It may be noted that his definition.
(1)

Deal with a wider concept of marketing research as it includes all

aspects of the marketing of goods or services.

(2)

Emphasizes that the data must be collected in a systematic manner so

that they are representatives.
In fact, objectivity is the most important requisite fork goods
research on any subject. It marketing research is allowed t obe
influenced by personal views and considerations, its utility will be
considerable undermined and it may perhaps be of no use at all.

Research methodology
Research methodology is a way to systematically solve the research
problem, we can say that research methodology has many dimensions and
research method to constitute a part of the research methodology.
THE RESEARCH PROCESS
In marketing research even through our focus in on one particular
stop, other inter-related step or operation are also being looked into
simultaneously let as now describe the major in a marketing research
process.
(1)

Formulating the Research Problem :[ 28 ]

The first step in research is formulating a research problem.

It is the most important state is applied research, as poorly defined
problem will not yield useful result. Poorly define problem cause
confusion and dont allow the researcher to develop a good
research design.
A complete problem definition must specify each of the
following:-

(2)

(a)

Unit of Analysis

(b)

Time and space boundaries.

(c)

Characteristics of interest.

(d)

Specific environmental condition

Development of working Hypothesis :How does are go about developing Hypothesis. The answer is
using the following approach.

(3)

(a)

Discussion with colleagues and experts about the problem.

(b)

Examination data and records.

(c)

Review of similar studies.

Research Design :A research design specifies the method and procedure for
conducting a particular study. The researcher should specify the
approached study.
Broadly speaking, research design can be groped into three
categories :(a)

Exploratory research :- An exploratory research for uses

on the discovery of ideas and is generally based on
secondary data. It is a preliminary investigation which
does not have rigid design.
[ 29 ]

(b)

Descriptive :- A descriptive study is under taken when the

researcher wants to know the characteristics of certain
groups, age say education level, income, Acceptation etc.

(c)

Causal :- A causal research is undertaken when the

research is under taken when the researcher is interested
in knowing the cause and effect relationship between two
or more variable.

(4)

Determination sample design :Another aspects which forms a part of research process is the
sampling plan. When the marketing researcher has decided to carry
out a field survey he has to decide whether it is to be census or
sample survey. I all most all cases, a simple survey is undertaken
on account of its overwhelming advantage over a census survey.
When a decision in favour of sample of a sample survey has been
taken. It is necessary to have a clear definition of the population
from which the sample is to be drawn.
The size of sample will depend on the degree of precision required
as also on the cost consideration.

(5)

Collecting the data :The data collected for the project report can be broadly divided
into two categories :(a)

Primary Data

(b)

Secondary Data

(a)

Primary Data :- There is data which primary in nature.

These were never collected before in this report primary data
are obtained by.
1. Direct Interview with marketing manager.
[ 30 ]

2. Direct Interview with dealer / Retailer.

(b)

Secondary Data :- There are the data which are taken from
various published information. There it is collected by.
1. Company Report.
2. Referring Management books.
3. Company Profile

(6)

Analysis of Data :After the data have been collected, the researcher turn to the task
of analyzing them.
The analysis of data requires a number of closely related
operations such as established of categories. The application of
these categories of Row data through coding Tabulation and then
drawing statically interferences.
Objectives of Research :The purpose of research is to discover answer to question through
the application of scientific procedure. The main aim of research is
to find out the truth which is hidden and which has not been
discovered as yet.
Through there can be good many objectives that can be listed. The
most important one are: (1)

To know the buyer.

(2)

To measure the impact of promotional effort.

(3)

To know consumer response.

(4)

To design and implement marketing control.

CONCEPT OF BRAND POSITIONING

[ 31 ]

Brand Position and market segmentation are today hallmark in

marketing research. Brand positioning deal the measuring perception that
the buyer has about the alternate market place offering.
Positioning refer to a place a brand occupies in mind in relation to a
given product class. This place was originally a product related concepts
now refer to the place that the brand hold is in consumer mind relative the
perception and preferences.
The differentiation of the brand by studying the ways in which their
consumers differ as well as now consumer perception of various brand
differ is formed as brand positioning.
Positioning is significant to consumer in that it provided a basis for
comparing alternatives choices in market place. The market can guide the
consumer by furnishing class to help position the product in relationship to
others.
The brand position should be assessed by measuring consumer or
organizational buyer perception and preference for the product in relation to
its competitors.

BIBLOGRAPHY
(1)

PHILIP KOTLER, MARKETING MANAGEMENT

Planning Analysis, Implementation & Control, Ninth Edition of
Prentice Hall of India Private
Limited.

(2)

Dr. C.N. SONTAKKI MARKETING MANAGEMENT

Kalayani Publishers New Delhi
[ 32 ]

(3)

C.R. KOTHARI RESEARCH METHODOLOGY

Method & Technique, Second edition of wishwa prakashan New
Delhi

(4)

www.google.com

(5)

Manual and information provided by the company.

(6)

From Newspapers & Magazines also.

[ 33 ]