A

PROJECT
REPORTON

CEMENT OPERATION(MARKET ANALYSIS WITH COMPETITION)

At
Reliance Cement Company Pvt. Ltd.
The subsidiary company of BCL
Gorakhpur

SUMMER TRAINING REPORT

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE MASTER OF BUSINESS ADMINSTRATION
2017 – 2019

UNDER SUPERVISION OFBY

Mr. KARTIKEYA SINGH Mr. ABHISHEK SHRIVASTAV
Designation-ASSISTANT PROFESSER MBA 3rdSEMESTER
ROLL NO=1710670003

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 Approved by :AICTE Ministry of HRD, Govt.of INDIA

CERTIFICATE

Certified that this Summer Training Report entitled

“……………………………………………………………………………………
…………………....................................................”has been prepared
byMr./Ms……………………………………………………...of the MBA
Semester III during the Session……………..under my supervision.

The Summer Training Report is upto the standard and I forward it to the
Director, S.M.S. for getting it evaluated as per the ordinances governing
the MBA Course.

…………………………
(Signature)
Date:………………… …………………………...
(Name)
…………………………..

(Designation)

CAMPUS:KHUSIPUR(MOHAN SARAIBY PASS),P,O.-BACHHAON,VARANASI-221011,PHONE:0542-

2271771,723259266 FAX:2271773 CITY PFFICE:HATHUMARKETMARKET,VARANASI-221001, PHONE:0542-
2415842,3242770,FAX:0542-2418742,E-mail:Info@smsvaranasi.com Visit us:www.smsvaranasi.com

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Company Certificate

3
DECLARATION

I hereby declare that I have successfully completed my project report on

“CEMENT OPERATION(MARKET ANALYSIS WITH COMPETITION)”at
Reliance Cement Company Pvt. Ltd. the subsidiary company of BCL. This
project is under the guidance of Mr. SUNIL SINGH (SENIOUR MANAGER), for
the partial fulfillment of degree in MBA during my academic period 2017-
2019. This project has not been copied from any organization or any
university or any college and is the outcome of my own work.

Place: GORAKHPUR ABHISHEK SHRIVASTAV

Date: …………………. MBA-3rd SEMESTER

ROLL NO.=1710670003

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ACKNOWLEDGEMENT

It is my pleasure to thank all who helped us directly or indirectly in

preparation of this project report. It is a great privilege to record our deep
sense of gratitude to all the faculties who stood by us throughout the making
of this project report. It was very exciting for us to work on the project of
“CEMENT OPERATION(MARKET ANALYSIS WITH COMPETITION)”. During
this work I am gaining both practical as well as theoretical knowledge
regarding it. My first thanks goes to SCHOOL OF MANAGEMENT SCIENCES,
VARANASI for providing us with excellent environment like library, computer
center as well as providing us an excellent faculties guiding for the completion
of my project. I am greatly obliged to my mentor “Mr.SUNIL SINGH (Senior
Manager) and our course coordinator Mr. KARTIKEYA SINGH for his
benevolent guidance, suggestions and helps for preparing this project report.

Place: GORAKHPUR ABHISHEK SHRIVASTAVA

Date: …………………. MBA-3rd SEMESTER

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I. TABLE OF CONTENTS

CONTENTS PAGE NO.

COLLAGE CERTIFICATE 2

COMPANY CERTIFICATE 3

DECLARATION 4

ACKNOWLEDGEMENT 5

1. INTRODUCTION

INDUSTRY OVERVIEW 25-63

COMPANY OVERVIEW 49-63

2. EXPERIENTIAL LEARNING 68-71

1.TOPIC INTRODUCTION 72-73

2. LITERATURE OVERVIEW 74-77

3. RESEARCH METHODOLOGY 78-81

4. DATA ANALYSIS RESULT & INTERPRETATION 82-90

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CONTENTS PAGE NO.

5. FINDING 91

6. CONCLUSION 93

APPENDIX 94

BIBLIOGRAPHY 95

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1. INTRODUCTION

CEMENT OVERVIEW

Cement is one of the core industries which plays a vital role in the growth and
expansion of a nation. It is basically a mixture of compounds, consisting
mainly of silicates and aluminates of calcium, formed out of calcium oxide,
silica, aluminum oxide and iron oxide. The demand for cement depends
primarily on the pace of activities in the business, financial, real estate and
infrastructure sectors of the economy. Cement is considered preferred
building material and is used worldwide for all construction works such as
housing and industrial construction, as well as for creation of infrastructures
like ports, roads, power plants, etc. Indian cement industry is globally
competitive because the industry has witnessed healthy trends such as cost
control and continuous technology up gradation. The Indian cement industry
is extremely energy intensive and is the third largest user of coal in the
country. It is modern and uses latest technology, which is among the best in
the world. Also, the industry has tremendous potential for development as
limestone of excellent quality is found almost throughout the country.

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HISTORY OF CEMENT INDUSTRY

In 1914, Indian Cement Industry began its journey with a single plant of 1000
tones per annum at Porbandar in Gujarat. Since then, India has emerged as the
world’s second largest cement producing country after China. At present,
there are 81 cement companies with around 206 major cement plants and a
total capacity of about 358.64 million tones. Besides, there are mini and tiny
cement plants, which have an estimated capacity of about 10 million tones.
The Indian cement industry’s existence for the last 98 years is marked by the
roller coaster ride it underwent ever since its inception in 1914. From the
days of scarcity, rigid controls, and imports, the cement industry today has
come a long way from a seller’s market to a buyer’s market.

At present, the Indian cement industry has 81 large companies, which have
about 206 major plants with an aggregate capacity of about 358.64 million
tones. The 206 major plants comprises of about 146 integrated plants and 60
grinding units. This does not include mini and tiny cement plants, which have
an estimated capacity of about 10 million tonnes. Further, there are about 50
companies making efforts to set up their cement plants. This phenomenal
growth is a result of 98 years of anomalous and grueling transition.

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HOW CEMENT IS MADE

Portland cement is the basic ingredient of concrete. Concrete is formed when

Portland cement creates a paste with water that binds with sand and rock to
harden.

Cement is manufactured through a closely controlled chemical combination of

calcium, silicon, aluminum, iron and other ingredients.

Common materials used to manufacture cement include limestone, shells, and

chalk or marl combined with shale, clay, slate, blast furnace slag, silica sand,
and iron ore. These ingredients, when heated at high temperatures form a
rock-like substance that is ground into the fine powder that we commonly
think of as cement.

Bricklayer Joseph Aspin of Leeds, England first made Portland cement early in
the 19th century by burning powdered limestone and clay in his kitchen stove.
With this crude method, he laid the foundation for an industry that annually
processes literally mountains of limestone, clay, cement rock, and other
materials into a powder so fine it will pass through a sieve capable of holding
water.

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Cement plant laboratories check each step in the manufacture of Portland
cement by frequent chemical and physical tests. The labs also analyze and test
the finished product to ensure that it complies with all industry specifications.

The most common way to manufacture Portland cement is through a dry

method. The first step is to quarry the principal raw materials, mainly
limestone, clay, and other materials. After quarrying the rock is crushed. This
involves several stages. The first crushing reduces the rock to a maximum size
of about 6 inches. The rock then goes to secondary crushers or hammer mills
for reduction to about 3 inches or smaller.

The crushed rock is combined with other ingredients such as iron ore or fly
ash and ground, mixed, and fed to a cement kiln.

The cement kiln heats all the ingredients to about 2,700 degrees Fahrenheit in
huge cylindrical steel rotary kilns lined with special firebrick. Kilns are
frequently as much as 12 feet in diameter—large enough to accommodate an
automobile and longer in many instances than the height of a 40-story
building. The large kilns are mounted with the axis inclined slightly from the
horizontal.

The finely ground raw material or the slurry is fed into the higher end. At the
lower end is a roaring blast of flame, produced by precisely controlled burning
of powdered coal, oil, alternative fuels, or gas under forced draft.

As the material moves through the kiln, certain elements are driven off in the
form of gases. The remaining elements unite to form a new substance called
clinker. Clinker comes out of the kiln as grey balls, about the size of marbles.

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Clinker is discharged red-hot from the lower end of the kiln and generally is
brought down to handling temperature in various types of coolers. The heated
air from the coolers is returned to the kilns, a process that saves fuel and
increases burning efficiency.

After the clinker is cooled, cement plants grind it and mix it with small
amounts of gypsum and limestone. Cement is so fine that 1 pound of cement
contains 150 billion grains. The cement is now ready for transport to ready-
mix concrete companies to be used in a variety of construction projects.

Although the dry process is the most modern and popular way to manufacture
cement, some kilns in the United States use a wet process. The two processes
are essentially alike except in the wet process, the raw materials are ground
with water before being fed into the kiln.

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 CEMENT INDUSTRY IN INDIA

ORIGIN

The first ever reference of cement production in India is recorded in George

Watt’s Directory of ‘Economic Products of India’, published in 1889, which
stated: “Portland cement was being made in Calcutta from argillaceous
Kanker”. However, the first organized attempt to manufacture the cement was
made in 1904 by the Madras-based South India Industries Limited but this
venture failed. It was in October 1914 that the cement produced at Porbandar
in Gujarat by Indian Cement Corporation Limited saw the light of the day. It
had an installed capacity of 1000 tonnes per annum. In the next two years,
couple of more cement plants came up, one at Katni in Madhya Pradesh and
other at Lakheri in Rajasthan. By 1918, these three cement plants together
churned out 85,000 tonnes of cement per annum.

 India - world’s 2nd largest cement market, both in production and

consumption.
 Supported by high level of
activity going on in real estate
and high government
spending on smart cities and
urban infrastructure.
 As of FY17, a total of 575
operational cement plants in
the country.
 Capacity of 460 MTPA as of December 2017.

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14
India is the second largest producer of cement in the world. No wonder,
India's cement industry is a vital part of its economy, providing employment
to more than a million people, directly or indirectly. Ever since it was
deregulated in 1982, the Indian cement industry has attracted huge
investments, both from Indian as well as foreign investors.
India has a lot of potential for development in the infrastructure and
construction sector and the cement sector is expected to largely benefit from
it. Some of the recent major initiatives such as development of 98 smart cities
are expected to provide a major boost to the sector.
Expecting such developments in the country and aided by suitable
government foreign policies, several foreign players such as Lafarge-Holmic,
Heidelberg Cement, and Vicat have invested in the country in the recent past.
A significant factor which aids the growth of this sector is the ready
availability of the raw materials for making cement, such as limestone and
coal.

MARKET SIZE

The housing sector is the biggest demand driver of cement, accounting for
about 67 per cent of the total consumption in India. The other major
consumers of cement include infrastructure at 13 per cent, commercial
construction at 11 per cent and industrial construction at 9 per cent.
India’s total cement production capacity is nearly 425 million tones, as of
September 2017. The growth of cement industry is expected to be 6-7 per
cent in 2017 because of the government’s focus on infrastructural

15
development. The industry is currently producing 280 MT for meetings its
domestic demand and 5 MT for exports requirement. The country's per capita
consumption stands at around 225 kg.
The Indian cement industry is dominated by a few companies. The top 20
cement companies account for almost 70 per cent of the total cement
production of the country. A total of 210 large cement plants account for a
cumulative installed capacity of over 350 million tonnes, with 350 small
plants accounting for the rest. Of these 210 large cement plants, 77 are located
in the states of Andhra Pradesh, Rajasthan and Tamil Nadu.

INVESTMENTS

On the back of growing demand, due to increased construction and

infrastructural activities, the cement sector in India has seen many
investments and developments in recent times.

According to data released by the Department of Industrial Policy and

Promotion (DIPP), cement and gypsum products attracted Foreign Direct
Investment (FDI) worth US$ 5.25 billion between April 2000 and December
2017.

Some of the major investments in Indian cement industry are as follows:

 Ultratech Cement has purchased a 98.47 per cent stake in Binani

Cements for Rs 7,266 crore (US$ 1.12 billion). The deal will help
Ultratech achieve greater capacity and markets its product in north-
India.

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  JK Cement is planning to invest Rs 1,500 crore (US$ 231.7 million) over
the next 3 to 4 years to increase its production capacity at its Mangrol
plant from 10.5 MTPA to 14 MTPA.

GOVERNMENT INITIATIVES

In order to help the private sector companies thrive in the industry, the
government has been approving their investment schemes. Some such
initiatives by the government in the recent past are as follows:
The State Government of Chhattisgarh has auctioned one block of Limestone
(Kensal II) in Raipur District having estimated reserves of 215 million tonnes
valued at Rs 10,367 crore (US$ 1.61 billion), and would earn a cumulative
revenue of Rs 11,894 crore (US$ 1.85 billion) to State Government over the
lease period.
In Budget 2018-19, Government of India announced setting up of an
Affordable Housing Fund of Rs 25,000 crore (US$ 3.86 billion) under the
National Housing Bank (NHB) which will be utilized for easing credit to
homebuyers. The move is expected to boost the demand of cement from the
housing segment.

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ROAD AHEAD

The eastern states of India are likely to be the newer and virgin markets for
cement companies and could contribute to their bottom line in future. In the
next 10 years, India could become the main exporter of clinker and gray
cement to the Middle East, Africa, and other developing nations of the world.
Cement plants near the ports, for instance the plants in Gujarat and
Visakhapatnam, will have an added advantage for exports and will logistically
be well armed to face stiff competition from cement plants in the interior of
the country.

Due to the increasing demand in various sectors such as housing, commercial

construction and industrial construction, cement industry is expected to reach
550-600 Million Tones Per Annum (MTPA) by the year 2025.

A large number of foreign players are also expected to enter the cement
sector, owing to the profit margins and steady demand. In future, domestic
cement companies could go for global listings either through the FCCB route
or the GDR route.

With help from the government in terms of friendlier laws, lower taxation,
and increased infrastructure spending, the sector will grow and take India’s
economy forward along with it.
Exchange Rate Used: INR 1 = US$ 0.015 as of March 01, 2018.

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CEMENT PRODUCTION IN INDIA

 Cement production increased at a CAGR of 6.44 per cent to 282.79

million tones over FY07–16.
 As per the 12th Five Year Plan, production is expected to reach 407
million tones by FY17.
 In August 2016, cement production in the country increased by 3.1 per
cent in comparison to 1.4 per cent in July 2016.
 With nearly 390 million tonnes (MT) of cement production capacity,
India is the second largest cement producer in the world and accounts
for 6.7 per cent of world’s cement output. The cement production
capacity is estimated to touch 550 MT by FY 20. Of the total capacity, 98
per cent lies with the private sector and the rest with the public sector.
The top 20 companies account for around 70 per cent of the total
production.
 A total of 188 large cement plants together account for 97 per cent of
the total installed capacity in the country, while 365 small plants make
up the rest. Of the total 188 large cement plants in India, 77 are located
in the states of Andhra Pradesh, Rajasthan and Tamil Nadu. As per the
12th Five Year Plan, cement production in India is expected to reach
407 million tonnes by FY17.

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EXECUTIVE SUMMARY

20
ADVANTAGE IN INDIA

21
OVERVIEW OF CEMENT INDUSTRY IN INDIA

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23
24
INDUSTRY OVERVIEW

Top 10 Largest Cement Companies in India in 2018

SERIAL NO. CEMENT COMPANIES NAME

1 ULTRATECH CEMENT – ‘THE ENGINEER’S CHOICE’

2 SHREE CEMENTS

3 AMBUJA CEMENTS

4 ACC

5 BINANI CEMENT

6 RAMCO CEMENTS – SUPERGRADE

7 OCL INDIA

8 BIRLA CORP

9 J. K. CEMENT

10 INDIA CEMENT

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 UltraTech Cement is the India’s largest
and amongst the World’s top cement
manufacturers. The company has
the presence in five countries.

Establishment: 1987

Headquarter: Mumbai

Website: https://www.ultratechcement.com/

The company has an installed capacity of 93 Million Tonnes Per Annum

(MTPA) of grey cement. UltraTech Cement has 18 integrated plants, 1
clinkerisation plant, 25 grinding units and 7 bulk terminals, 2 rail and three
coastal terminals, and 101 ready mix concrete (RMC) plants. Additionally, the

26
company is the largest clinker exporter in India. Its operations span across
India, UAE, Bahrain, Bangladesh and Sri Lanka. UltraTech Cement is also
India's largest exporter of cement reaching out to meet the demand in
countries around the Indian Ocean and the Middle East.

PRODUCTS AND SERVICES

NON-FERROUS METALS

The Group's non-ferrous metals are under Hindalco Industries. Its

manufacturing locations are primarily in India and it owns mines in Great
Sandy Desert, Australia near Nifty Airport called Birla Nifty Copper Operation.
On 11 February 2007, the company entered into an agreement to acquire the
Canadian company Novelist for US$6 billion, making the combined entity the
world's largest rolled-aluminum producer. On 15 May 2007, the acquisition
was completed with Novelist shareholders receiving $44.93 per outstanding
share of common stock. The Group plans to close a part of its aluminium foil
making mill in UK and shift that to its plant near Nagpur.

Hidalco makes alumina chemicals, primary aluminum, rolled products, alloy

wheels, roofing sheets, wire rods, cast copper rods, copper cathodes and
several other products.

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CEMENT

The Group's cement business was earlier under Grasim

Industries and UltraTech Cement. The two entities have now been merged
into UltraTech Cement to form India's largest cement company. UltraTech
Cement was acquired from L&T in 2004.

CARBON BLACK

After purchasing Columbian Chemicals Co, the Group is now the largest
manufacturer of Carbon black worldwide.

TEXTILE BUSINESS

The Aditya Birla Group is the world's largest producer of Viscose staple fibre.
It operates from India, Laos, Thailand, Malaysia and China. It owns the Birla
Cellulose brand. Apart from viscose staple fibre, the group also owns acrylic
fibre business in Thailand, viscose filament yarn businesses and spinning mills
in India and South East Asia. The group has pulp and plantation interests in
Canada and Laos. It also owns the Domsjo factory in Sweden which exports
viscose today. The Swedish government is hoping to negotiate further
investments in Sweden, in particular in the hyper-modern future biorefinery
in the city of 0rnskokdsvik.Its two companies i.e. Aditya Birla Nuvo Ltd
and Grasim Bhiwani TextilesLtd which is a subsidiary of Grasim Industries are
in textile business.

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FASHION

Aditya Birla Group sells in-house and other branded apparel via brick-and-
mortar and online stores. The group's firm Aditya Birla Fashion & Retail Ltd
sells in-house brands such as Louis Philippe Allen Solly, Peter England and
People via their individual brand stores and through other multi brand
outlets. It also operates a multi brand fashion retail chain Pantaloons which it
acquired from Future Group.

The group ventured into niche target and select portfolio apparel in October
2015 with Abof. However the group decided to shut ABOF citing non
profitability of ecommerce sector.

PLANET FASHION

'Planet Fashion' is a men’s clothing brand. Commencing in 2001, Planet

Fashion now has more than one hundred fifty retailers in 100 villages
throughout India. Planate Fashion,right now, is an acronym being a menswear
getaway giving comprehensive closet alternatives for all those occasions,
around price things, while using greatest brands throughout each category.

The Aditya Birla Group’s retail store enterprise – Madura Fashion & Lifestyle –
is one of the strongest developing brand clothes corporations throughout The
Indian subcontinent. Global marketing involves models like Van Heusen, Allen
Solly, Philip Britain and Louis Philippe. Madura Fashion & Lifestyle has 1607
shops, covering 2.2 sq. ft. connected with retail store room. It has 1,500
premium multi-brand shops along with 320+ departmental shops worldwide.
The company outsources engineering, textiles and apparel.

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TELECOM SERVICES

Aditya Birla Group is the majority shareholder of Idea Cellular.[23] Idea Cellular
was started as a joint venture with the AT&T and the Tata Group. After
an IPO on the Indian stock markets, Idea Cellular now accounts for a third of
the group's market capitalisation. The company is headquartered in Mumbai.

FINANCIAL SERVICES

Aditya Birla Capital (ABC) is the umbrella brand for all the financial services
business of The Aditya Birla Group. ABFSG ranks among the top 5 fund
managers in India (including LIC) with an AUM of US$23 billion.Having a
strong presence across the life insurance, asset management, lending
(excluding Housing), housing finance, equity & commodity broking, wealth
management and distribution, online money management portal—Aditya
Birla Money MyUniverse, general insurance advisory and private equity and
health insurance businesses.In FY 2013–14, ABFSG reported consolidated
revenue from these businesses at just under 70 billion (US$1.0 billion) and
profits of about 7.5 billion (US$110 million).The financial services arm of the
group is currently headed by Ajay Srinivasan.

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 Shree Cements is a trusted brand
in India, mainly in the northern and
eastern part of the country.
Currently, the company has the
manufacturing operations over
North and Eastern India across six
states. Additionally, the company is
popular as one of the most efficient
and environment-friendly
companies in the global cement
industry.

Establishment: 1970

Headquarter: Bangur Nagar, Ajmer,

Rajasthan

Website: http://shreecement.in/

Shree Cement is primarily an Indian

cement manufacturer. It was
founded in Beawar in

the Ajmer district of Rajasthan in

the year 1979 and now
headquartered in Kolkata, is one of the biggest cement makers in Northern
India. It also produces and sells power under the name Shree Power (Captive
Power Plant) and Shree Mega Power (Independent Power Plant).

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Turnover of the company for 2013-14 was 58.58 billion (US$870 million)
and Net profit was 7.872 billion (US$120 million), 2012-13 was 55.90
billion (US$830 million) and net profit was 10.39 billion (US$150 million);
2011-12 was 34.53 billion (US$510 million) and Net profit was 2.097
billion (US$31 million); for 2010-11 it was 36.34 billion (US$540 million)
and net profit was 6.76 billion(US$100 million); In 2008-09 the company
posted a turnover of 21.29 billion (US$320 million) and generated operating
profit of 2.603 billion (US$39 million). Since 2006, it has more than
quadrupled its production capacity both by expanding into new areas and
increasing the capacities of the existing plants. Shree Cement has been ranked
4th in 2017 Responsible Business Rankings developed by IIM Udaipur.Plants
are located in Beawar, Ras, Khushkhera, Jobner (Jaipur) and Suratgarh in
Rajasthan, Laksar (Roorkee) in Uttarakhand, Panipat in Haryana,
Bulandshahar in UP, Raipur in Chhattisgarh and Aurangabad in Bihar.

PRODUCTS AND SERVICES

SHREE MEGA POWER

The company produce and sells power under the brand name Shree Power
and Shree Mega Power.

SHREE POWER
The company has installed 120 MW captive power plants split into two
locations (Beawar&Ras) to meet the complete power needs of a 15 million
tonne Integrated Cement Plant. Commissioned 2x18 MW Greenfield Power
Plant at Beawar in 2002 and running successfully. One 6 MW TG is also
operating successfully with excess steam available from this 2x18 MW Power
Plant. 4x18 unit is operational in RAS plant (40 km from Beawar). At same
location 2x50 MW unit also exists and being fully operational. Company also
believes in producing power from waste heat recovery methods (from Cement
Kiln and preheat). Making a total of 265MW captive power along with 300MW
independent.

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 Ambuja Cements is one of the most
popular brands in the western India.
The company was formerly known as
Gujarat Ambuja Cement Limited.
Basically, it is a major cement producing
company in India. Now, the company
is a part of the global conglomerate
LafargeHolcim. Currently, Ambuja
Cement has a cement capacity of 29.65
million tons with five integrated cement
manufacturing plants and eight cement
grinding units across the country.

Establishment: 1983

Headquarter: Mumbai

Website: http://www.ambujacement.co
m/

Ambuja Cements Limited, formerly known as Gujarat Ambuja Cement Limited,

is an Indian major cement producing company, the second largest in the world
and first in its continent. The Group's principal activity is to manufacture and
market cement and clinker for both domestic and export markets.

33
 ACC Limited is India’s one of the
largest manufacturers of cement and
ready mixed concrete. The company
has 17 modern cement factories and
more than 50 ready mixed concrete
plants. ACC has a unique track record
of innovative research, product
development, and specialized
consultancy services. Basically, ACC is
the first cement company in the
country to start Bulk Cement,
especially for large consumers.

Establishment: 1936

Headquarter: Mumbai, Maharashtra

Website: http://www.acclimited.com/

ACC Limited is India's foremost

manufacturer of cement and ready
mixed concrete with 17 modern cement factories, more than 50 ready mixed
concrete plants, a vast distribution network of over 10,000 dealers and a

34
countrywide spread of sales offices.

FIGURE -11The company has been a trendsetter and noted benchmark in

cement and concrete technology since it was established in 1936. ACC has a
unique track record of innovative research, product development and
specialized consultancy services. The name ACC is synonymous with cement
and enjoys a high level of equity in the Indian market.

The company continuously explores ways to make its business more planet-
friendly and this concern is integrated into all activities of the value chain
from mining to sales. It has among the lowest carbon footprints in its class.
ACC had installed sophisticated pollution control equipment as far back as
1966, long before pollution control laws came into existence. It was among the
first Indian companies to include commitment to environmental protection as
one of its corporate objectives. Today each cement plant has state-of-the art
pollution control equipment. ACC plants, mines and townships visibly
demonstrate successful endeavours in quarry rehabilitation, water
management techniques and ‘greening’ activities. The company actively
promotes the use of alternative fuels and resources and offers effective
solutions for waste management including testing and co-processing.

ACC’s commitment to sustainable development and its on-going efforts in

community welfare programmers have won it acclaim as a responsible
corporate citizen. Recently the CII-ITC Centre of Excellence in Sustainable
Development cited ACC as a role model in conducting business sustainably,
felicitating it with India’s most coveted honours in this field:

 “India’s Most Sustainable 2015”.

35
  Sustainable Plus Platinum label of CII-ITC.
CII
 CII-ITC
ITC Sustainability Award 2013, 2015 and 2016 for 'Outstanding
Accomplishment'.

With purposeful steps in knowledge building, the company has two institutes
that offer technical courses for engineering graduates and diploma holders
which are relevant to manufacturing sectors such as cement. The main
beneficiaries are youth from backward areas of the country.

In 2005, ACC Limited along with Ambuja Cements Limited became a part of
the reputable Holcim group of Switzerland. In 2015 Holcim Limited and
Lafarge SA came together in a merger of equals to form LafargeHolcim – the
new world leader in the building materials
mater industry.

Since inception in 1936, the company has been a trendsetter and important
benchmark for the cement industry in many areas of cement and concrete
technology.

ACC has a unique track record of innovative research, product

development and specialized consultancy services.

The company's various manufacturing units are backed by a

central technology support services centre - the only one of its
kind in the Indian cement industry.

36
 Binani Cement is the flagship
company of the BrajBinani Group.
Basically, the company produces
‘Ordinary Portland Cement’ (OPC)
and ‘Pozzolana Portland Cement’
(PPC) under the Binani brand.
Additionally, the company enjoys
premium status amongst major
Indian cement brands with a
significant market share in
northern and western India.

Establishment: 1996

Headquarter: Mumbai

Website: http://binaniindustries.co
m/

Binani Cement Limited is engaged

in the production and sales of
cement and clinker based
in Mumbai, Maharashtra, India. It is
the flagship subsidiary of Binani Industries Ltd. The Company is certified as
ISO9001, ISO14001 and OHSAS18001 compliant. The Company's subsidiaries
include Krishna Holdings Pvt Limited, Muku, Dubai.

37
PRODUCTS AND SERVICES

GLASS FIBRE AND COMPOSITES

Binani Industries Ltd .Is a leader in thefiberglass and composites

Industry with a global business in manufacturing and supply of fibre glass and
related products.

Fibre glass or glass-reinforced plastic is used to manufacture composites,

which are widely used in the market today to replace steel, aluminium and
other lower strength plastics. Composite materials find their uses in various
industries, such as aerospace, automobiles, transportation, energy,
infrastructure, construction, electrical insulation, telecommunication, medical
equipment, and sports due to its low cost, ready availability, excellent
strength, and durability.

BIL INFRATECH

BIL Infratech Limited is an Engineering, Procurement & Construction (EPC)

services company providing world-class infrastructure development services
by harnessing leading edge technology and utilizing high quality resources. Its
differentiation and competitive advantage stem from the in-house facilities for
engineering design, quality assurance, supply chain, project management,
construction, operation, and maintenance. Further, backward integration into
raw materials, such as cement from Binani factories allow for dependable
supplies and timely execution of projects involving substantial civil works..

38
 Ramco Cements was founded as Madras
Cement. Companys’ flagship product
Ramco Grade is the most trusted cement
brand in South India. The company has 5
cement plants, 4 Grinding Plants, 1
Packing Plants, 1 Ready Mix Concrete
Plant and 1Dry Mortar Plant spread across
the country.

In addition to that, the company is the fifth largest

cement producer in the country. Company’s
product range includes Portland cement, Ready
Mix Concrete, and Dry Mortar products.

Establishment: 1957

Headquarters: Chennai

Website: http://www.ramcocements.in/

Ramco Cements Super Grade is a PPC grade

cement manufactured as per IS 1489 (Part
1):1991.
Ramco Cements Super Grade is produced either by grinding together Portland
Cement clinker and pozzolona with addition of gypsum or calcium sulphate,
or by intimately and uniformly blending Portland Cement and fine Pozzolona.
World over Ramco Cements Super Grade is preferred due to its ability to
produce a durable concrete where the life of a concrete structure is given
more importance .Ramco Cements Super Grade produces less heat of
39
hydration and offers greater resistance to the attack of aggressive waters than
normal Portland Cement. Moreover, it reduces the leaching of calcium
hydroxide liberated during the setting and hydration of cement.

PRODUCTS AND SERVICES

DRYMIX PRODUCTS

Ramco Dry Mix Division manufactures pre mixed dry mortars viz. plasters,
wall putty and tile adhesive. These premixed dry mortars are manufactured
under controlled conditions of selection and blending to suit specific
application needs and has numerous advantages over jobsite mixes.

RAMCO CONCRETE

High performance Concrete based on customers requirements is made in the

RMC unit.

MACE SUPPORT

MACE,an acronym for Masons, Architects ,Contractors and Engineers is the

customer face of Ramco cements .MACE not only provides engineering
solution for huge projects, is also provides after-sales support services to
Individual Home Builders who use Ramco .This includes on-the-ground
guidance on correct construction practices and some of the major concrete
tests free .

40
 Sjt. JaidayaljiDalmia, an
industrialist of the farsighted vision
set up a cement plant at the request
of the government of Odisha to
manufacture super grade cement for
use in the construction of Hirakud
dam. The company is popular for
producing one of the most
prestigious brands “Konark”.

Establishment: 1950

Headquarter: Rajgangpur (Odisha)

Website: http://www.ocl.in/

OCL India Limited, (formerly ORISSA CEMENT LIMITED), widely known as

OCL, was incorporated as Public Limited Company on October 11,1949 under
the Companies Act, 1913 and obtained certificate of commencement of
business on February 10,1950. Initially it was set up for manufacturing
cement. Later on, under a major diversification progarmme, it entered the
field of refractory manufacturing in the year 1954.
OCL India started producing cement through wet process technology under
the brand name of Konark. Keeping a steady progress with time and
technology it has modernized to fully automate dry process plant in 1988. OCL
commands the position of market leadership in the state of Orissa since its
inception and today it is the premier lead brand in the state of Orissa. Konark
brand cement enjoys brand advantage in the region. It is a name cemented to

41
Quality. OCL diversified from Cement to the field of Refractories in 1954. Over
the years, it has become one of the largest and well–equipped state of the art
Refractory plant in India covering a wide range of products for use in the
Ferrous & the non–ferrous Industries. Its customer base spreads from iron
and steel to cement, aluminum, glass, copper, chemicals and hydrocarbon
industries. Today, OCL enjoys a huge market share in India and overseas
extending to five continents across the globe. During the year 2001–02 OCL
diversified its activities into Sponge Iron and now forayed further into Steel
making. In line with this vision, the Company has already installed a Captive
Power plant and is going to commission 0.25 million tons steel billet plant.
OCL, as per scheme of arrangement approved by the honourable High Court
of Orissa demerged its Steel undertaking and Real Estate undertaking by
transferring the assets and liabilities as on 1st January 2007 into OCL Iron and
Steel and Landmark Property Development Company (formerly Konark
Minerals) respectively. The scheme of arrangement also involved merger of
the business of Dalmia Cement (Meghalaya) Limited, a wholly owned
subsidiary of Dalmia Cement (Bharat) Ltd, as on 1st July 2007 with the
approval of the honourable Court of Guwahati.
The initial technical know how came from Dr.C.Otto of Germany for Coke Oven
Silica bricks and from TYK Corporation of Japan for Magnesia–Carbon,
Alumina–Mag–Carbon, Alumina–Silicon Carbide–Carbon, Concast
Refractories, Lance–pipe, Precast, Purging Plug, & BF Runner castables. All the
other products were developed in–house.

42
 Birla Corporation Limited is an
Indian-based flagship company of
the M P Birla group of companies.
The Cement Division of Birla
Corporation Limited has seven
plants. All the cement plants are
ISO 9001:2000 Certificate,
covering the entire range of
production and marketing. Some
of the most popular cement
brands are Samrat, Khajuraho,
Chetak, and Birla Premium
cement.

Headquarters: Kolkata

Founded: 1910

Subsidiaries: Reliance Cement

Company Private Limited

Founders: Madhav Prasad Birla, Ghanshyam Das Birla

Website: https://www.birlacorporation.com/

M.P Birla Group controls substantial assets of the Birla Group. It also has
interests in the other companies of the Birla family by way of investments in
their equities. It is named after Madhav Prasad Birla.

43
The M. P. Birla Group is one of the leading industrial Groups in India. The
Group owns a number of factories producing a wide range of products,
including cement, jute, cables, auto interiors, etc. Birla Corporation Limited is
the flagship company of the Group. It has its Registered and Principal Office in
Kolkata and offices in Mumbai and New Delhi, among other places. The Group
includes companies like Universal Cables Ltd., Vindhya Telelinks Ltd., Birla
Ericsson Optical Ltd., Universal-ABB Power Cables Ltd. and Hindustan Gum &
Chemicals Ltd. Other than Kolkata, Birlapur and Durgapur, the Group’s plants
are located at Rewa, Madhya Pradesh, Satna, Raebareli,
Chanderia(Chittorgarh), Jodhpur, Viramgam, Bhiwani, Gurgaon and Chakan
(Pune).

PRODUCTS AND SERVICES

 UNIVERSAL CABLES LIMITED: is in the Indian Cables Industry, and its

cables and capacitors are known by the brand name "UNISTAR".
 VINDHYA TELELINKS LIMITED: manufactures jelly filled Telephone Cables
in technical collaboration with M/s. Ericsson Cables AB of Sweden.
 BIRLA ERICSSON OPTICAL LIMITED: has technical and financial
collaboration with Ericsson Cables AB of Sweden to produce Optical Fibre
Cables. The company also produces Polyurethane Jelly filled insulated
Cables.
 BIRLA FURUKAWA FIBRE OPTICS PRIVATE LIMITED: manufacturers of
Optical Fibre.
 HINDUSTAN GUM & CHEMICALS LIMITED: manufactures Guar Gum and
exports to various countries the world over. Rhone-Poulenc Inc. of France
44
 has 50% financial stake in the company. The company has 3 manufacturing
units in India.
 BIRLA DLW LIMITED: was set up with a 50:50 Joint Venture with DLW
Aktiengesellchaft, Germany to produce linoleum flooring for exports.
 BIRLA FINANCIAL CORPORATION LIMITED: has activities in the financial
sector.

The M.P.Birla Group, besides its industrial activities, runs several institutions,
including the M.P.Birla Planetarium, Belle Vue Clinic, South Point School and
the M.P.Birla Foundation Higher Secondary School in Kolkata as well as
various prestigious medical institutions like Bombay Hospital in Mumbai,
Birlapur Hospital in Birlapur, 24 Parganas (South), West Bengal, M.P.Birla
Hospital and Research Centre in Chittorgarh(Raj.), Birla Vikas Hospital in
Satna, Sidhi and Indore (M.P). The M.P.Birla Eye Clinic was started in 2001

45
 J. K. Cement company is extensively in the
manufacturing and distribution of cement
as well as cement based products.. The
Company is the second largest
manufacturer of white cement and wall

putty in India.

Establishment: 1975

Headquarter: Kanpur

Website: http://www.jkcement.com/

JK Cement Ltd is an affiliate of the multi-

disciplinary industrial conglomerate JK
Organisation which was founded by
LalaKamlapatSinghania. For over four
decades, JK Cement has partnered India's
multi-sectoral infrastructure needs on the
strength of its product excellence,
customer orientation and technology
leadership The Company has over four decades of experience in cement
manufacturing. Our operations commenced with commercial production at
our first grey cement plant at Nimbahera in the state of Rajasthan in May
1975. Subsequently the Company also set up 2 more units in Rajasthan at
Mangrol and Gotan. In the year 2009 the Company extended its footprint by
setting up a green-field unit in Muddapur, Karnataka giving it access to the

46
markets of south-west India. In the year 2014, the company further expanded
its capacity in the north with brownfield expansion of 1.5 MnTPA integrated
unit at Mangrol and split grinding unit of 1.5 MnTPA at Jhajjar. Today JK
Cement has an installed grey cement capacity of 10.5 MnTPA making it one of
the leading manufacturers in the country.

India Cements Limited was founded

by two men, Shri S N
NSankaralingaIyer and Sri T S
Narayanaswami. This is one of the
most popular cement companies in the
southern India. From a two plant
company having a capacity of just 1.3
million tons in 1989, the company has
robustly grown in the last two
decades. Presently, the company has a
total capacity of 15.5 million tons per
annum. It has 7 integrated cement
plants in Tamil Nadu, Telangana and
Andhra Pradesh, one in Rajasthan and
two grinding units, one each in Tamil
Nadu and Maharashtra.

Establishment: 1946

Headquarters: Chennai, Tamilnadu

47
Website: http://www.indiacements.co.in/

It was established in 1946 by S. N. N. SankaralingaIyer and the first plant was

set up at Thalaiyuthu in Tamil Nadu in 1949. It has 7 integrated cement plants
in Tamil Nadu, Telangana and Andhra Pradesh, one in Rajasthan (through its
subsidiary, Trinetra Cement Ltd) and two grinding units, one each in Tamil
Nadu and Maharashtra with a capacity of 15.5 million tonnes per annum.
Sankar, Coramandel and Raasi Gold are the brands owned by India Cements.

India Cements owned the Indian Premier League franchise Chennai Super
Kings from 2008 to 2014.[2] The franchisee was transferred to a separate
entity named Chennai Super Kings Cricket Ltd., after the Supreme Court of
India struck down the controversial amendment to the BCCI constitution's
clause 6.2.4 that allowed board officials to have a commercial interest in the
IPL and the Champions League T20 on January 22, 2015.[3] India Cements is
also alleged to have made controversial investments in Jagati Publications and
Bharati Cements owned by Y. S. Jaganmohan Reddy.

48
COMPANY OVERVIEW

BIRLA CORPORATION LIMITED

Birla Corporation Limited is the flagship

Company of the M.P. Birla Group. Incorporated
as Birla Jute Manufacturing Company Limited
in 1919, it was Late Mr. Madhav Prasad
Birla who gave shape to it. As Chairman of the
Company, he transformed it from a manufacturer of jute goods to a leading
multi-product corporation with widespread activities. Under the
Chairmanship of Late Mrs. Priyamvada Birla, the Company crossed the Rs.
1,300 - crore turnover mark and the name was changed to Birla Corporation
Limited in 1998.

After the demise of Mrs. Priyamvada Birla, the Company continued to

consolidate in terms of profitability, competitiveness and growth under the
leadership of Mr. Rajendra S. Lodha, late Chairman of the M.P. Birla Group.
Under his leadership, the Company posted its best
ever results in the years ended 31.3.2006,
31.3.2007 and 31.3.2008. The Company continued
to record impressive growth in 2008-09 and
2009-10.

Mr Harsh V Lodha is now Chairman of the

Company.

49
The Company had a turnover of Rs 3,768.42 crores in 2015-16 and a net profit
of Rs 157.35 crores.

The Company is primarily engaged in the manufacturing of cement as its core

business activity. It has significant presence in the jute goods industry as well.

The Company has acquired 100% shares of Reliance Cement Company Private
Limited (Reliance Cement), a subsidiary of Reliance FIGURE -12Infrastructure
Limited (RIL). After this acquisition, Reliance Cement has become a wholly-
owned material subsidiary of Birla
Corporation Limited.

Before After

50
 The entire cement business of RIL has been acquired for an Enterprise Value
of Rs. 4,800 crores. This acquisition provides Birla Corporation Limited with
the ownership of high-quality assets, taking its total capacity from 10 MTPA to
15.5 MTPA.

PRODUCT INSTALLED CAPACITY

CEMENT 15.5 MILLION TONS

JUTE GOODS 52,631 METRIC TONS

IRON AND STEEL CASTING 3,750 METRIC TONS

BUSINESSES

 UNIVERSAL CABLES LIMITED: is in the Indian Cables Industry, and its

cables and capacitors are known by the brand name "UNISTAR"
 VINDHYA TELELINKS LIMITED: manufactures jelly filled Telephone Cables
in technical collaboration with M/s. Ericsson Cables AB of Sweden
 BIRLA ERICSSON OPTICAL LIMITED: has technical and financial
collaboration with Ericsson Cables AB of Sweden to produce Optical Fibre
Cables. The company also produces Polyurethane Jelly filled insulated
Cables.
 BIRLA FURUKAWA FIBRE OPTICS PRIVATE LIMITED: manufacturers of
Optical Fibre.

51
 HINDUSTAN GUM & CHEMICALS LIMITED: manufactures Guar Gum and
exports to various countries the world over. Rhone-Poulenc Inc. of France
has 50% financial stake in the company. The company has 3 manufacturing
units in India.
 BIRLA DLW LIMITED: was set up with a 50:50 Joint Venture with DLW
Aktiengesellchaft, Germany to produce linoleum flooring for exports.
 BIRLA FINANCIAL CORPORATION LIMITED: has activities in the financial
sector.

PHILANTHROPY

The M.P.Birla Group, besides its industrial activities, runs several institutions,
including the M.P.Birla Planetarium, Belle Vue Clinic, South Point School and
the M.P.Birla Foundation Higher Secondary School in Kolkata as well as
various prestigious medical institutions like Bombay Hospital in Mumbai,
Birlapur Hospital in Birlapur, 24 Parganas(South), West Bengal, M.P.Birla
Hospital and Research Centre in Chittorgarh(Raj.), Birla Vikas Hospital in
Satna, Sidhi and Indore(M.P). The M.P.Birla Eye Clinic was started in 2001.

SCHOOLS

 M.P.Birla Foundation Higher Secondary School.

 MP Birla Institute of Management, Bangalore.
 Bhavan'sPriyamvada Birla Inst of Management, Mysore.
 MP Birla Planetarium - Kolkata.
 Belle Vue Clinic.
 South Point School.

52
 M.P. Birla Shiksha Bhawan& Inter College, Allahabad.
 Birla shikshakendra, chanderia, Chittorgarh.

HOSPITALS

 Bombay Hospital- Mumbai.

 Birlapur Hospital - Birlapur 24 Parganas (South), West Bengal.
 M.P.Birla Eye Clinic.
 Priyamvada Birla Cancer Research Institute, Satna (M.P).
 M.P Birla Hospital and Research Centre - Chittorgarh.

53
LOCATION OF PLANTS IN INDIA

BRANDS

The cement is marketed under the brand names of MP Birla Cement PERFECT,
ULTIMATE, UNIQUE, CHETAK, PSC, SAMRAT, MULTICEM &
CONCRECEM, bringing the product under the common brand of M P Birla
Cement.

MP BIRLA CEMENT UNIQUE (PSC)

MP Birla Cement Unique is a premium brand of Portland

Slag Cement (PSC) that is highly rich in reactive silica.
The grains of the cement are so fine that they spread over

54
large surface areas, making them leak-proof and durable. The product is
packaged in moisture-proof and tamper-proof Laminated Polypropylene
(LPP) bags to ensure freshness and a long shelf life. Whether for
foundations, structures or roofs, you can always rely on Controlled Particle
Size Distribution technology to do a unique job. The Pozzolanic material
(slag) found in the cement is dried and passed through a roller press
before the manufacturing process begins. The treated slag is then mixed
with OPC to produce MP Birla Cement Unique. Produced at Durgapur
Cement Works, it is amongst one of the renowned brands in Eastern lndia.

MP BIRLA CEMENT SAMRAT (PPC)

MP Birla Cement Samrat is ideal for all

constructions, mass concrete and RCC/pre-
stressed/precast structure.

55
 MP BIRLA CEMENT PSC (PSC)

MP Birla Cement PSC, is the High Blaine Slag Cement,

packed in regular HDPE bags, recommended for all
types of construction.

M P BIRLA CEMENT PERFECT (PPC)

MP Birla Cement Perfect is a superior quality fly

ash-based Portland Pozzolana Cement. It conforms
to the guidelines mentioned under the IS: 1489
(Part 1) and is manufactured in hi-tech plants using
cutting-edge technology. This cement is a product
of extensive research and innovation. It is designed in a way so that it gives
the concrete structure ultimate strength and durability. Moreover, it also
ensures a reduced construction time. Right from its manufacturing to
packaging, we take extra care to ensure that we deliver you superior
quality products consistently.
56
PERFECT PACKAGING

• Factory sealed laminated polypropylene bags (LPP).

• Tamper proof.
• Assured 50kg quantity.
• No possibility of adulteration.
• Weather and moisture resistant.
• More shelf life.
• Fresh cement.
• Unhooked fresh bags- zero wastage.
• Moisture resistant.
• Dust free and clean.
• Clean storage.
• Less dusting from bags for better health and safety.
• Empty bags may be re-used as curing sheets.

57
VERSATILE APPLICATIONS

Perfect cement can be used in a number of areas of application some of which

are the following:

 Residential constructions- Making concrete for foundations, and wall

Plastering.
 All structural construction purposes- Pre-cast plain and reinforced
concrete.
 Marine structures- Docks harbors jetties etc.
 Mass constructions- Roads, bridges dams etc.
 Large foundations- piling, mat & raft heavy footings heavy machine
foundations, etc.
 Industrial plants- Heavy industrial projects, factories warehouses etc.
 Concrete roads Heavy vehicular roads highways etc.Repairs and
rehabilitation- maintenance works.
 sewers and sewage disposal work- Treatment plants Hume pipes etc.

PERFECT SERVICES

• on-site expert mobile testing van estimating, costing and cube testing.
• Slab supervising.
• Cover block.
• Masking tape for shuttering.
• Rebound hammer testing.
• Sieve analysis.
• Silt determination test.

58
 MP BIRLA CEMENT ULTIMATE (PPC)

MP Birla Cement Ultimate is a premium brand of

Portland Pozzolana Cement (PPC) (IS-1489) that is
rich in clinker, fly ash, and gypsum. Twice refined,
the product is resistant to corrosion and contains
low amounts of alkali. Controlled Particle Size
Distribution (CPSD) technology ensures that the
grains of cement are neither too coarse nor too fine, thereby guaranteeing
durable and leak-proof construction.

MP BIRLA CEMENT ULTIMATE ULTRA

MP Birla Cement Ultimate Ultra is a high-quality

pozzolanic cement that comes with a guarantee of superior
performance.

59
 MP BIRLA CEMENT PERFECT PLUS

Perfect Plus is a premium quality specially engineered

PPC Cement from the house of MP Birla Cement for
specific applications of Foundation, Pillar & Roofing
works.

MP BIRLA CEMENT CHETAK

MP Birla Cement Chetak is a prized product of Birla

Corporation Limited (BCL), for about five decades. It is
produced at Birla Cement Works - Chanderia,
Chittorgarh, Rajasthan, an ultra-modern unit of BCL,
counted among the top cement enterprises of India. Available in four
variants (PPC, OPC 43, OPC 53 and SRC), MP Birla Chetak comes with the
promise of strength and durability. The fly ash used in the product is rich
in silica, which reacts with lime to produce a binding gel. This gel, in turn,
makes the construction strong and lasting.

60
MP BIRLA CEMENT CONCRECEM (OPC)

MP Birla Cement CONCRECEM has been

engineered to offer strength, durability and faster
construction time.

MP BIRLA CEMENT MULTICEM

(PPC)

MP Birla Cement MULTICEM is a BIS-

certified PPC cement, specially engineered
for infrastructural development.

61
MISSION & VISION

MISSION

 To achieve international standards of excellence in all aspect of division

and diversified business with focus on customer delight through value
of product,Services, cost and reduction.
 Tomaximize creation for wealth and satisfaction for the stakeholder.
 To foster a culture of participation and innovation of employee growth
Andcontribution.
 To cultivate high standards of business ethics and total Quality
Management.
 To provide technology and service through sustained research and
development.
 To attain leadership in developing, adopting and assimilating state-of-
arttechnology for competitive advantage.
 Offered full opportunities and challenges to develop individually
enabling career growth.
 Encouraged to acquire knowledge to meet the challenges of new
technologies and business needs in the changing scenario.
 Educated and guided to inculcate and practice right values as are
nurtured by the organization.

62
VISION

 A major diversified, transnational, integrated company with

leadership and a strong environment conscience playing a national role
in cement, Jute, Auto trim, Venolium and public distribution.

63
OBJECTIVES &OBLIGATIONS

OBJECTIVES

 To serve the national interests in the Product and related sectors in

accordance and consistent with Government policies.
 To earn a reasonable ate of on interest.
 To maximize utilization of the existing facilities in order to improve
efficiency and increase productivity.
 To work towards the achievement of self-sufficiency in the field
of cement market by setting up adequate capacity and to build up
expertise in lying of crude.
 To further enhance distribution network for providing assured service
to customers throughout the country through expansion of
reseller network as per Marketing Plan/ Government approval.

OBLIGATIONS

 TOWARDS CUSTOMERS AND DEALERS: To provide prompt, courteous a

nd efficientservice and quality products at fair and reasonable prices.
 TOWARDS SUPPLIERS: To ensure prompt dealings with integrity,
impartiality and courtesy and promote ancillary industries.
 TOWARDS EMPLOYEES: Develop their capability and advancement
through appropriate training and carrier planning.

64
POLICIES OF THE COMPANY

DIVIDEND DISTRIBUTION POLICY

In terms of Regulation 43A of the Securities and Exchange Board of India

(Listing Obligations and Disclosure Requirements) Regulations, 2015 (‘Listing
Regulations’), the Company is required to formulate a Dividend Distribution
Policy which shall be disclosed in its Annual Report and on its website. To
comply with the above requirement and with an endeavor to maintain a
consistent approach to dividend pay-out plans, the Board of Directors
(‘Board’) of Birla Corporation Limited (‘the Company’) adopts this Dividend
Distribution Policy (‘Policy’).

THE OBJECTIVE OF THIS POLICY IS TO:

(i) specify the parameters (including internal and external factors) that shall
be considered while declaring the dividend.
(ii) lay down the circumstances under which the shareholders of the Company
may or may not expect dividend.
(iii) provide for the manner of utilization of retained earnings.

ARCHIVAL POLICY

Regulation 30 (8) of Securities and Exchange Board of India, (Listing

Obligations and Disclosure Requirements) Regulations, 2015, mandates the
listed companies to frame a Policy and upload the same on its website, laying

65
down the framework for disclosure on information and their archival on the
Company’s website.

The Company is committed to establish and maintain information that meets

its business needs, accountability requirements and stakeholder expectations.

The Policy aims at nourishing the transparency, accountability and better

relationship with stakeholders.

CORPORATE SOCIAL RESPONSIBILITY POLICY

The purpose of Birla Corporation Limited (BCL) Corporate Social

Responsibility (CSR) Policy is to devise an appropriate strategy and focus for
its CSR initiatives and lay down the broad principles on the basis of which it
will fulfill its CSR objectives.

THE OBJECTIVES OF THIS POLICY ARE TO:

 Demonstrate commitment to the common good through responsible

business practices and good governance.
 Set high standards of quality in the delivery of services in the social
sector by creating robust processes and replicable models.
 Engender a sense of empathy and equity among employees of the
Company to motivate them to give back to the society.

POLICY TO DETERMINE THE MATERIAL EVENTS

Regulation 30 of Securities and Exchange Board of India (Listing Obligations

and Disclosure Requirements), Regulations 2015 (hereinafter referred as

66
“Regulations”) requires every listed entity to frame a policy for determination
of materiality, duly approved by the Board of Directors for the purpose of
proper, sufficient and timely disclosure of the same to the Stock Exchange(s).

POLICY ON PRESERVATION OF DOCUMENTS

Regulation 9 of Securities and Exchange Board of India (Listing Obligations)

and Disclosure Requirements) Regulations, 2015 [hereinafter referred to as
“SEBI (LODR) Regulations” or “Regulations”] requires every listed Company to
have a policy on Preservation of Documents/records maintained by the
Company either in Physical Mode or Electronic Mode.

This policy shall govern the maintenance and preservation of documents as

per applicable statutory and regulatory requirements.

POLICY FOR DETERMINING ‘MATERIAL’ SUBSIDIARY

The Policy for determining ‘material’ subsidiary companies has been framed
in accordance with the provisions of the Securities and Exchange Board of
India (Listing Obligations and Disclosure Requirements) Regulations, 2015
(“the Listing Regulations”).

The Policy aims to provide a framework for determining material subsidiaries

of Birla Corporation Limited (‘BCL’ or ‘the Company’) and to provide the
governance framework for such subsidiaries.

67
All the words and expressions used in this Policy, unless defined hereafter,
shall have meaning respectively assigned to them under the Listing
Regulations and in the absence of its definition or explanation therein, as per
the Companies Act, 2013 and the Rules, Notifications and Circulars
made/issued there under, as amended, from time to time.

2. EXPERIENTIAL LEARNING

DEPARTMENT I WORKED IN

I worked total 45 days in field work under the C&F department to prepare my
survey report on the topic “CEMENT OPERATION(MARKET ANALYSIS
WITH COMPETITION)”. Remaining 15 days I worked on preparing my report
to submit to our respective mentor. C&F department is made to handle the
sales of the product of the company.

My mentor name was Mr.SUNIL Singh who is the senior manager of the
company and he guided me that what are things I have to work and he also
allotted the locations where I have to work in. C&F department was made to
tackle the consumers demand of cement and it also handles the accounts of
the different dealers and retailers who deals with the MP Birla Perfect cement.

68
JOB DESCRIPTION

Under my job, my mentor had created a team to complete a genuine survey

report on the topic“ CEMENT OPERATION(MARKET ANALYSIS WITH
COMPETITION)t” My job was fully dependent on my communication skills
because without a proper communication the real feedback was not possible.

On day 1, our mentor had given us a questionnaire on the basis of which we

have to meet and ask different questions from the dealers and retailers exists
in different areas GORAKHPUR. Further, we started travelling to areas like,
MOHADDIPUR,SPORTS COLLAGE &BASHRATPUR,Ram Janki Nager etc. In
these areas we visited different dealers and retailers of cement business.

The major objective behind this work was to know the current brand position
of MP Birla Perfect cement in the market and to know the major competitors
in different areas.

On the other hand we use to report our mentor on the daily basis in the C&F
office to show the daily working report and we also use to suggest different
ideas to increase the sales in the uncovered areas through the survey. Our
working duration is from 10:00 am to 6:00 pm.

EXPERIENCE GAINED

 Primarily, I experienced that how cement is made and created. It takes a

long process to prepare a good and fine cement .
 Further I experienced the current sale of MP Birla Perfect cement and
other brands in market of GORAKHPUR&MAHARAJGANJ. I saw that
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 Perfect CEMENT is a good growing cement company because of its
better quality and reliability.
 I experienced that there is a perfect competition in the cement
companies and there are major players which are in the top of the list
like ACC, ULTRATECH, MYCEM,BIRLA GOLD, PRISM, etc.
 I also experienced the different behavior of purchasing and accepting
the cement by the dealers and retailers.

OTHER EXPERIENCE GAINED

 How to work in the corporate field.

 How to respect our seniors.
 The way of talking to the outside party.
 Everything should be done on time no deley.
 The most important learning which i learn is that when you visit to
any party you have to impress them.
 Always keep a systematic record of everything which you do in your
day to day life.
 How to work happily in all the tough situation and do not take any
tension of work and handle everything very calmly.
 How to finish the work in the given time.
 Work according to the rules and regulations.
 Before starting any work learn from the root because it will give you
the real information of the company and the way of working.
 Should not be depended on others for your work.
 Always be happy in working.
 Should be friendly with everyone.
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HOW THIS EXPERIENCE HELP ME IN FUTURE

 This experience will help me to analyze the demand of the different

cement in different region.
 This experience will help me to start business in cement sector in
future.
 This experience will help me in future construction of any building.

MY THOUGHTS, VIEWS AND COMMENTS ABOUT THE COMPANY

 In my view MP Birla Perfect cements best in quality because of its best

grinding and preserving methods.
 I think MP Birla Perfect cement need to do some promotion and
advertisement to make a popular company in cement sector.

SUGGESTIONS FOR IMPROVEMENTS IN DIFFERENT AREAS

 The first suggestion from my side is the company needs to more focus
on advertisement in undeveloped areas.
 The second suggestion is to increase the promotion level of their
products.
 The third suggestion is to increase the visiting to the cement stores.
 The fourth suggestion is to increase staff members in field/ market.

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 CEMENT OPERATION(MARKET ANALYSIS WITH COMPETITION)

1.INTRODUCTION

WHAT IS THE PROJECT

Basically the project is based on the study market analysis with competition of
cement by dealers and retailers in different region of Gorakhpur. Under the
project we determine the different ideas of buyers through their purchasing
pattern. Our project is to do a survey on the different market analysis of
cement and to determine the brand positioning of perfect cement in the
market. The project was quite big so therefore it was accomplished by
dividing two groups in different areas of Gorakhpur. Each group of two people
there was a mentor who are allotted for the guidance of locations, market,
questionnaire and other professional tasks.

The project was created for two motives :

 Firstly, to know about the current market scenario of cement .

 Secondly, to know about demand , feedback and quality response of MP
BIRLA PERFECT cement through retailers and dealers.

OUTLINE OF THE PROJECT

The project was very helpful for us because with the help of this task we
understood the competition in cement business. Under this project we
understand that how the cement is being made and what are the process are
involved to make it more effective and rich in quality. Our project was fully
dependent upon the field work because under it we have to visit or follow up

72
10-12 dealers and retailers shop on the daily basis to collect the proper
response and feedback from them. Further, we need to put daily data like
name of the person, firm, contact no. and different responses given by the
people. The data help us to prepare our survey report and it also helps
company to collect the information of a year. Our project consists of 15
questions in a questionnaire and the total sample size was 150 each person of
a group it means in a group the sample size was 200. According to the sample
size we had visited 120 shops of retailers and dealers both.

CONTRIBUTION OF THE PROJECT

 This project will provide the full details of any dealers and retailers in
cement business in G.
 This project will show the accurate analysis of the company’s cement
demand
 This project will conclude and suggest the better way to increase the
sale of the product
 This project will show the feedbacks of the different dealers and
retailers of MP BIRLA PERFECT cement.

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2. LITERATURE OVERVIEW

INTRODUCTION

The introductory background of the research along with scope, objectives,

hypotheses, methodology and its significance has been discussed in the first
chapter. The present chapter provides an extensive review of available
literature in chronological order which helps to find out the research gap, if
any, and to suggest the required research needed in the field of performance
of Cement Corporation of India Limited. The Cement Industry is a core sector
for a nation. Its importance becomes vital especially in present running
industrial era where most of the development depends on infrastructural
facilities. It plays a significant role in economic and social development of the
country. The researcher would like to conduct a study on the financial aspects
of Cement Industry with special reference to Cement Corporation of India
Limited. The main purpose of this study is to look into the operational
activities, business practices and financial efficiency of this corporation
through its financial statements. In recent times, a number of financial
problems faced by the corporations require analytical studies related to
financial performance. The present effort is a research agenda on ‘An
Appraisal of Financial Performance of Cement Corporation of India Limited,
Since 2005’. Analytical study of financial performance turns out to be very
significant and important for the financial managers to analyze various
financial aspects. The corporation uses various indicators for measuring its
financial performance. It indicates the importance of financial health status of
the corporation.

74
There are a number of studies that have been conducted in the field of Cement
Industry and Financial Performance Evaluation. It is an emerging issue in
current national economic scenario, where Cement Industry and their
performance play significant role in economic development. Cement
Companies which are engaged in trade of cement and other allied products
have been playing significant role in accelerating the economy. But there are
various issues and challenges in their trade practices and other related
operational activities. Financial performance of an enterprise gives the overall
view regarding its business operations, earning capacity and its contribution
for the development of the nation. There are various researches that have
been carried out on different aspects of Indian Cement Industry and Financial
Performance.

STATEMENT OF PROBLEM

Most of the public sector units are overwhelmed by inefficiency caused by

heavy investment on social overheads, poor labour relations, inefficient
management, underutilization of capacity, etc. This hinders proper
functioning of the steel plants especially with increasing competition and
limited resources in the present world of liberalized economy. The survival,
growth and organizational success greatly depend on the efficient
management of its finance. The cement industry is very important sector for a
country. Its importance becomes vital especially in present running industrial
era. It plays a significant role in economic and social development of the
country. The researcher would like to conduct a study on the financial aspects
of Cement Industry .The researcher would conduct a study on financial
75
aspects of Cement manufacturing and trading sector of the economy with
special reference to Cement Corporation of India Limited. The main purpose
of this study is to look into the operational activities, business practices and
financial efficiency of this corporation through its financial statements. In
recent times, a number of financial problems faced by the corporations
require analytical studies related to financial performance. The present effort
is a research agenda on ‘An Appraisal of Financial Performance of Cement
Corporation of India Limited, Since 2005’. Analytical study of financial
performance turns out to be very significant and important for the financial
managers to analyze various financial aspects. The corporation uses various
indicators for measuring its financial performance. It indicates the importance
of financial health status of the corporation. Analysis of financial statement
can highlight the strength and weaknesses of the company. This information
can be used by management to improve performances and to predict future
results.

SPECIFIC REVIEW OF LITERATURE

Vaijayanthimala and Vijayakumar (2014) analyzed liquidity management

and trade-off between risk and profitability in Indian cement industry during
the study period. The analysis of correlation between liquidity and
profitability showed positive correlation in Associated Cement Companies
Limited, Chettinad Cement Corporation Limited, Dalmia Cement Limited,
Madras Cements Limited and Shree Cement Limited. However, there was
negative correlation between liquidity and profitability in the case of Birla
Corporation Limited, Grasim Industries Limited and India Cements Limited.
76
Further, the analysis of correlation between risk and profitability depicted a
positive correlation in all the selected companies. However, there was a
negative correlation in the case of Associated Cement Companies Limited,
Chettinad Cement Corporation Limited and Dalmia Cement Limited. The
result of the study showed mixed trend with respect to liquidity, risk and
profitability.

Mahmoudi (2014) focused on empirical vision into the relationship between

leverage and firm profitability of 28 cement firms selected from the Tehran
Stock Exchange during the time period of 3 years i.e. 2008 to 2011.Leverage
was measured by Short term debt to equity (STD/E) and long term debt to
equity (LTD/E) and Firm profitability was measured by calculating the return
on equity (ROE) and return on assets (ROA). The regression model was used
to test the hypotheses. With the help of the results, it was concluded that there
exist significant and negative relationship between leverage and firm
profitability. The result from the descriptive statistics also revealed that the
cement companies were highly levered and the performance of listed cement
companies measured by returns on equity (ROE) and return on assets (ROA)
were 39%, 19% respectively. The performance of the listed cement
companies in Tehran throughout the study period was found to be average.

77
3. RESEARCH METHODOLOGY

DEFINITION OF RESEARCH

Research comprises of defining and redefining problems, formulating

hypothesis Or suggested solutions ,collecting, organizing and evaluating data,
making deductions and reaching conclusion, and at last carefully testing the
conclusions to determine whether they fit the formulating hypothesis.

- CLIFFORD WOODY

78
TYPES OF RESEARCH DESCRIPTIVE RESEARCH

DATA TYPE PRIMARY DATA AND SECONDARY

DATA

SAMPLING UNIT Individuals who are selling Cement

of Perfect Plus

SAMPLE SIZE 120

SAMPING METHOD CONVENIENCE SAMPLING

DATA COLLECTION TOOL QUESTIONNAIRE

SAMPLE UNIVERSE GORAKHPUR and MAHARAJGANJ

DATA ANALYSIS TECHNIQUE TO EXCEL AND STATISTICAL

BE USED PACKAGE FOR THE SOCIAL
SCIENCES (SPSS)

79
DESCRIPTIVE RESEARCH

 Descriptive research includes surveys and fact-finding enquiries of

different kinds.
 The major purpose of descriptive research is description of the state of
affairs as it exists at present.
 It includes Survey method.
 The main characteristics of this method is that the researcher has no
control over the variables. He can only report what has happened or
what is happening.

PRIMARY DATA AND SECONDARY DATA

Secondary data refers to data that was collected by someone other than the
user. Common sources of secondary data for social science include censuses,
information collected by government departments, organizational records
and data that was originally collected for other research purposes.Primary
data, by contrast, are collected by the investigator conducting the research.

80
CONVENIENCE SAMPLING

Deliberate sampling is also known as purposive or non-probability sampling.

This sampling method involves purposive or deliberate selection of particular
units of the universe for constituting a sample which represents the universe.
When population elements are selected for inclusion in the sample based on
the ease of access, it can be called convenience sampling. If a researcher
wishes to secure data from, say, gasoline buyers, he may select a fixed number
of petrol stations and may conduct interviews at these stations. This would be
an example of convenience sample of gasoline buyers. At times such a
procedure may give very biased results particularly when the population is
not homogeneous.

OBJECTIVE OF RESEARCH

The purpose of research is to discover answer to questions through the

application of scientific procedures. The main aim of research is to find out
truth which is hidden & which has not been discovered yet.

However, each research study has its own specific purpose. There are several
common objective of research as follows :

 To study the Delears &Retailers pattern of purchase of cement.

 To study the brand positioning of perfect cement.
 To compare the price of “Perfect” with other competitors.
 To understand the brand positioning of perfect cement.
 To know the Market Potential of MP Birla Cement.

81
4. DATA ANALYSIS RESULT & INTERPRETATION

Q.1.Type of Firm.

Interpretation;from the above figure it’s shown that 7%

are Wholesaler and 93% are Retailer

82
Q.2.Percentage wise Brands Available in market

Interpretation; in terms of availability in market, perfect

cement has the highest share i.e. 86% followed by
samrat
83
Q.4.Most Popular Brand in Market

Interpretation; it has been found out that Samrat

Cement has the maximum sale i.e. 33.33%

84
Q.5.Reason for most popular brand.

Interpretation; Samrat cement has the maximum sale

because of its competitive pricing in the market

85
Q.6.Do you know about Perfect Cement

Interpretation;

86
Q.7.Highest Priced Brand.

Interpretation; According to the survey the most

expensive brand in the market is ACC cement

87
Q.8.Reason for being most expensive?

Interpretation; According to dealers the Reason for

being expensive is due to the trust people have in ACC
brand

88
Q.9.Perfect cement quality if compared with other

Brand

Interpretation; The perception regarding perfect cement

if compared to other brand is Good

89
Q.10. Perfect Cement price if compared with other
Brand

Interpretation; The perception regarding cost of perfect

cement if compared with other Brand is little Expensive

90
 FINDINGS

 Retailers and Dealers were aware about the brand.

 They are not wholly satisfied by the brand.
 Retailers and Dealers feedback was that brand has the good quality
compared to others brand.
 The price is reasonable for the wholesalers and Retailer
 Acc is the tough competitor.
 Perfect Cement strength is better than other Cement.

91
 LEARNINGS OUTCOME

 How to interact with Retailer and Dealer.

 How to deal with them.
 Where to react and where to response.
 I learn that the work should be start from ground level.
 The best part I learn that the good relation with Dealer and Retailer
will help to sell any product.

92
 CONCLUSION

It can be concluded from the study that perfect cement has a good brand
image in the dealers and retailers mind.

Dealers and Retailers are of the opinion that among all the media television
is the most power full media followed by the hoarding and wall painting
which every common man can see. So company should have to utilize than
as much as possible.

I found my company is little hacking in providing services such scheme and

gift item etc.

Network speared of Birla cement is very high

If check out the satisfaction level of Dealer with respect to quality of Birla
Cement that we find that 85% retailers and dealers and told that it had
excellent quality. So company can also see as its strength compare to other
brand in market.

Respondents’ opinion regarding price is favoring. Its price is reasonable

according to quality its’ also satisfy the dealer.

93
APPENDIX

CEMENT OPERATION(MARKET ANALYSIS WITH COMPETITION)

(REGULAR QUESTIONNAIRE FOR CEMENT DEALERS & RETAILERS)

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94
BIBLIOGRAPHY

http://www.cement.org/cement-concrete-applications/how-cement-is-
made

https://www.ibef.org/industry/cement-india.aspx

https://www.ibef.org/industry/cement-india.aspx

https://en.wikipedia.org/wiki/Aditya_Birla_Group#Cement

https://en.wikipedia.org/wiki/Shree_Cement#cite_note-7

https://en.wikipedia.org/wiki/Ambuja_Cements

https://en.wikipedia.org/wiki/ACC_(company)

http://binaniindustries.com/about-us/about-binani-industries/

http://www.ramcocements.in/

http://www.birlacorporation.com/

http://www.jkcement.com/

https://en.wikipedia.org/wiki/India_Cements

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