1.

ULTRATECH CEMENT

1.1 INTRODUCTION

Ultratech Cement was incorporated in 2000 as Larsen & Toubro. Later it was
demerged and acquired by Grasim and was renamed as Ultra Tech Cement in 2004.
Today Ultatech cement a part of Aditya Birla group, is the country‟s largest exporter
of cement clinker. UltraTech Cement Limited has an annual capacity of 52 million
tonnes. It manufactures and markets Ordinary Portland Cement, Portland Blast
Furnace Slag Cement and Portland Pozzalana Cement. It also manufactures ready
mix concrete (RMC). All the plants have received ISO 9001 certification.
The company has 11 integrated plants, one white cement plant, one
clinkerisation plant in UAE, 15 grinding units 11 in India, 2 in UAE, one in Bahrain
and Bangladesh each and five terminals, four in India and one in Sri Lanka.The
export markets span countries around the Indian Ocean, Africa, Europe and the
Middle East.

Narmada Cement Company Limited was amalgamated with UltraTech in May

2006, while Samruddhi Cement Limited was amalgamated with UltraTech Cement
Limited in July 2010.
UltraTech Cement Middle East Investments Limited, a wholly owned
subsidiary of the Company acquired management control of ETA Star Cement
together with its operations in the UAE, Bahrain and Bangladesh in September, 2010
UltraTech's other subsidiaries are Dakshin Cements, Harish Cements, UltraTech
Ceylinco (P) and UltraTech Cement Middle East Investments
Human resource is considered to be the most valuable asset in any organization.
Itis the sum-total of inherent abilities, acquired knowledge and skills represented by the
talents and aptitudes of the employed persons who comprise executives, supervisors
and the rank and file employees. It may benoted here that human resource should be
utilized to the maximum possible extent, in order to achieve individual and
organizational goals.

1
1.2 OBJECTIVE OF THE STUDY:

1. To know about the demands of ultratech cement.

2. To know the sale of ultratech cement in chitradurga district.

3. To know the popularity and brand image of ultratech cement.

4. To know the quality and preference of ultratech cement.

5. To know the existing problems with the product.

6. To present the suggestion, finding to Ultratech cement.

1.3 INDUSTRIAL PROFILE

BRIEF HISTORY OF CEMENT :

The search for men made bonding materials began with human endeavor to mimic the
habits gificd by natwe. Situations changed with growth in popultion during Pakolithic Age men
used to enjoy adequate sheker provided by nature. The Bronze Age also witnessed the age of
building materials fom chy based mixture. The Bronze Age ako witnessed the use of air hardening
lime. This obviously finked with the discovery of fire and chanced cakeinations of limestone in
some forest tracts.
In Modem terminology cement can be defined as follows:
The word cement means BOND and material possessing binding This cementing property is called
as Cement.” Cement as used in the construction industry a fine inorganic powder inherent, cohesive
and adhesive properties. It is hydraulic material, which sets and hardens on addition of water and
imparts strength to the structure.Cement is an essential material for today's society because concrete
i made from cement, which & an inevitable element for housing, commercial and infrastructure
development. Measured on a kilogram per capita basis, concrete is 2nd most widely consumed
material in the world, sccond only to water.

2
1.4 COMPANY PROFILE

UltraTech Cement Limited

Company type Public

 BSE: 532538
Traded as
 NSE: ULTRACEMCO
 BSE SENSEX constituent
 NSE NIFTY 50 constituent

Industry Building materials

Founded 1983

Headquarters Mumbai, Maharashtra, India

Key people K. C. Jhanwar (Managing Director)

Products Cement
[1]
Revenue ₹71,525 crore (US$8.6 billion) (2024)

[1]
Operating income ₹13,586 crore (US$1.6 billion) (2024)

[1]
Net income ₹7,005 crore (US$840 million) (2024)

[2]
Total assets ₹100,802 crore (US$12 billion) (2024)

[2]
Total equity ₹60,283 crore (US$7.2 billion) (2024)

Number of employees 22,916 (2023)

Parent Aditya Birla Group

Website www.ultratechcement.com

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 The Aditya Birk Group & an Indian mulinational conglomerate corporation headquartered
in Mumbai, Maharashtra, India. It operates in 33 countries with more than 133,000 employees work
wide. The group has diversificd business interests and is dominant player in all the sectors in which
it operates such as viscose staple fiber, metals, cement, viscose filament yam, branded apparel,
carbon blick, chemicals, fertilizers, insulators, financial services, tekcom, BPO and IT services.
The Adiya Birks group is a USS 40 billon conglomerate which gets 60 % of is revenues
from outside India. The Aditya Birk Group has been adjudged the best employer in India and
among the top 20 in Asia by the Hewitt-Economic Times and Wall Street Journal Study 2007. The
origins of the group be in the conglomerate once held by one of India's foremost
industrialists Mr. Ghanshyam Das Birk.
Aditya Bik is organized into various subsidiaries that operate across different sectors.
Among these are viscose staple fiber, non-ferrous metals, cement, viscose filament yam, branded
apparel carbon blick, chemical, Retail (under the "More brand supermarkets), fertilizers, chemicals,
insulators, financial services, telecom, BPO and IT services. The Group consists of five main
companies, which operate in various industry sectors through subsidiaries, joint ventures, ete, These
are Hindako, Grasim, Aditya Birk Nuvo, Idea cellubir and UlraTech Cement.
UltraTech Cement, India‟s krgest and the workl's 10th kirgest manufacturer of cement, one
of Indias largest producers of RMC and the nation‟s largest producer of white cement has been
instrumental in India‟s rapid infrastructural growth, Its state-of-the-art manuficturing fuciites
produce products and services that have aided growth not only in urban arcas but ako in the rural
interiors of the country. UkraTech as a brand & an embodiment of „strength‟ and „reliability‟.
UltraTech Cement is part of the US $40 billion Aditya Birla Group. The company has 22 cement

4
1.4.1 VISION AND MISSION

VISION :
To be the leader in building solutions
SafetyPolicy
UltraTech Cement is committed to continually improve standards in Safety, with the aim of
providing and maintaining a safe and healthy work environment for employees, customers, business
associates, suppliers and visitors UltraTech believes that Injuries can be prevented
Safety is a business imperative and Consultation and employee involvement is essential to achieve
Safety excellence.Consistent with this, Ultratech shall: Strive for continual improvement in Safety
management system; Ensure that the policy is communicated to all employees and is made
available to all interest parties.
Comply with relevant statutory requirements, codes of practice and industry standards
relating to installation, design and maintenance: Provide a safe work place by identifying, assessing
and reducing risks to as low as reasonably practicable (ALARP) from process, machinery,
infrastructure and human behaviour; Provide information, instruction, training and supervision to
empower people to perform their roles in a safe manner, hence to safeguard life and avoid property
damage Involve employees, business associates, distributors and suppliers in Safety matters,
initiativesand consult with them in ways to reduce workplace hazards; Report all incidents,
investigate thoroughly and implement control measures to prevent recurrence.

MISSION :
To deliver superior value to stakeholders on the four pillars of Company.

5
 1.4.2 OBJECTIVES OF THE COMPANY

Ultratech is a leading company in the cement sector. Its objectives typically revolve around
business growth, sustainability, and market leadership in the following ways:

1. Business Growth: Ultratech aims to expand its market share both domestically and
internationally. This involves increasing production capacity, entering new markets, and
diversifying its product portfolio.
2. Innovation and Technology: The company focuses on innovation in cement
manufacturing processes and products. This includes developing eco-friendly cement,
enhancing operational efficiencies, and adopting advanced technologies for sustainable
production.
3. Sustainability: Ultratech is committed to sustainable practices across its operations. This
includes reducing carbon footprint, conserving resources like water and energy, and
promoting eco-friendly construction practices among its customers.
4. Customer Satisfaction: Providing high-quality products and excellent customer service is
crucial for Ultratech. They aim to meet the diverse needs of their customers through a wide
range of cement products and solutions.
5. Financial Performance: Like any business, Ultratech aims for strong financial
performance and profitability. This involves effective cost management, optimizing resource
allocation, and delivering value to shareholders.
6. Corporate Social Responsibility (CSR): Ultratech actively engages in CSR initiatives
focused on community development, education, healthcare, and environmental conservation.
These efforts are integral to their corporate identity and sustainability agenda.
7. Employee Development: Investing in its workforce is another objective for Ultratech.
This includes providing training and development opportunities, ensuring workplace safety,
and fostering a culture of diversity and inclusion.

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1.4.3 OUR PRODUCTS

Portland Pozzolana Cement (PPC) is produced by inter-grinding high quality clinker with a
balanced chemical composition, fly ash containing high reactive silica, and high purity gypsum
without deleterious materials. It is also manufactured by blending of high quality Ordinary Portland
Cement with finer fly ash containing high reactive silica. These materials are judiciously
proportioned in such a way that the cement has enhanced quality parameters
UltraTech Portland Pozzolana Cement provides better workability, colasive mixes, less
bleeding, reduced cracks, reduced permeability, higher resistance to chemical attacks, and
protection against corrosion of steel, and gives a superior finish. It also provides high ultimate
strength. This cement is also suitable for general construction work in all applications (RCC, PCC,
masonry and plastering).
Advantages of PPC Cement

UltraTech‟s Portland Pozzolana Cement is renowned for its workability. The spherical
cement particles have a higher fineness value and move more freely, allowing better filling of pores.
It also reduces the rate of slump loss of concrete, particularly in hot weather conditions. PPC
cement also reduces bleeding with its low water content, thus blocking bleed water channels. PPC
being finer in nature, increases its paste volume, leading to an improved bond of concrete to steel.
The cement also liberates lime during initial hydration thus reducing void spaces and subsequently
reducing the permeability of concrete, offering the advantage of durability. It also prevents the
growth of micro-cracks in the structure, which increases the strength of the structure.

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 Ordinary Portland cement (OPC) is the most commonly used cement for a wide range of
applications. It ranges from RCC, and masonry to plastering, precast, and prestress works. This
cement is used in the production of ordinary, standard, and high-strength concrete, mortars, general-
purpose ready-mixes, and dry lean mixes.

Portland Slag Cement is a blended cement, produced in UltraTech's state-of-the-art

manufacturing facilities with carefully selected premium ingredients either by intimately blending
ordinary Portland cement with ground granulated blast furnace slag or intimate intergrinding of
high-quality Portland cement clinker with specified quantities of high purity gypsum and granulated
slag.

Portland Slag Cement (PSC) is created by blending OPC clinker with granulated blast
furnace slag, a process that enhances cement in terms of strength, durability, and workability.
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1.4.4 COMPETITORS OF ULTRA TECH CEMENTS

Ultratech, being a prominent player in the cement industry, faces competition from several other
major companies both within India and globally. Some of its key competitors include:

1. ACC Limited: Another leading cement manufacturer in India, ACC (Associated Cement
Companies) is known for its wide range of cement products and strong market presence.
2. Ambuja Cements: Part of the LafargeHolcim group, Ambuja Cements is a significant
competitor to Ultratech in the Indian cement market, known for its quality products and
extensive distribution network.
3. Shree Cement: Based in Rajasthan, Shree Cement is known for its efficient operations and
strong focus on cost management, making it a formidable competitor in the Indian cement
industry.
4. Dalmia Bharat Cement: Dalmia Bharat is a major player in the cement sector known for
its sustainability initiatives and diverse product offerings across India.
5. JK Cement: JK Cement is a prominent cement manufacturer known for its quality products
and strong presence in both the grey cement and white cement segments.
6. Birla Corporation: Birla Corporation, part of the MP Birla Group, is involved in cement
production and other related businesses, competing with Ultratech particularly in the Eastern
and Northern regions of India.
7. HeidelbergCement: A global player in the cement industry, HeidelbergCement operates in
many countries including India through its subsidiary, HeidelbergCement India

These competitors vary in terms of geographic presence, product offerings, technological

capabilities, and market strategies. Competition among these companies drives innovation, quality
improvements, and customer-focused initiatives within the cement industry.

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1.5 ORGANIZATIONAL CHART

10
1.6 FINANCIAL STATEMENT

ULTRATECH CEMENT

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2. FINANCIAL DEPARTMENT
2.1 PRODUCTION DEPARTMENT
The production department at UltraTech Cement is responsible for manufacturing cement
through a series of complex processes. The department is divided into several sections, each
handling a specific stage of production.
1. Raw Material Extraction
The production process begins with the extraction of raw materials, including limestone,
clay, silica, and iron ore. These materials are sourced from UltraTech's own quarries or from
external suppliers.
2. Crushing and Grinding
The extracted raw materials are then crushed and ground into a fine powder using a
combination of jaw crushers, impact crushers, and ball mills.
3. Blending
The powdered raw materials are then blended in the correct proportions to create a uniform
mixture. This blending process is critical to ensuring the quality of the final product.
4. Kiln
The blended mixture is then heated in a rotary kiln at high temperatures (around 1450°C) to
produce clinker. The kiln is fueled by coal, petcoke, or alternative fuels.
5. Cement Grinding
The clinker is then ground with gypsum and other additives to produce cement. This process
involves the use of ball mills or vertical roller mills.
6. Packaging and Dispatch
The final stage of production involves packaging the cement in bags or bulk and dispatching
it to customers.

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Quality Control
UltraTech Cement has a robust quality control system in place, ensuring that its products
meet international standards. The company's quality control measures include:
1. Raw Material Testing
Raw materials are tested for quality and composition before being used in production.
2. Process Monitoring
The production process is continuously monitored to ensure that it meets the required
standards.
3. Product Testing
The final product is tested for quality, strength, and durability before being dispatched to
customers.
Sustainability
UltraTech Cement is committed to sustainable practices, including:
1. Energy Efficiency
The company uses alternative fuels and improves process efficiency to reduce energy consumption.
2. Waste Reduction
UltraTech implements waste reduction and recycling programs to minimize its
environmental footprint.
3. Environmental Monitoring
The company regularly monitors and reports its environmental performance to ensure
compliance with regulatory requirements.

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2.2 SALES DEPARTMENT
UltraTech Cement's sales department is a key function within the organization, responsible
for driving the company‟s revenue and managing customer relationships. Here's an overview of the
sales department and its structure:
1. Key Responsibilities
 Market Analysis: Understanding market demands, competitor strategies, and customer needs.
 Customer Engagement: Building relationships with contractors, builders, and retailers.
 Sales Operations: Managing dealer networks and ensuring product availability.
 Promotional Activities: Conducting awareness campaigns, trade promotions, and loyalty
programs.
 Revenue Targets: Meeting or exceeding sales and revenue goals.
2. Department Hierarchy
 Sales Director/Head: Oversees the overall sales strategy and operations at a corporate level.
 Regional Sales Managers: Responsible for sales in specific regions (e.g., North, South, East,
West).
 Area Sales Managers: Handle smaller geographic areas within a region, focusing on local
dealer relationships.
 Sales Executives/Representatives: Work at the grassroots level, visiting dealers, contractors,
and project sites.
3. Sales Channels
 Dealers and Distributors: UltraTech relies on an extensive dealer and distributor network
across India.
 Direct Sales: For bulk buyers like government projects, infrastructure companies, and large
builders.
 Retail Sales: Targeting smaller contractors and individual home builders.
4. Contacting the Sales Department
 For sales inquiries, you can contact the UltraTech Cement Sales Department through:
 Customer Care Helpline: 1800 210 3311
 Email: [email protected]
 Website Inquiry Form: UltraTech Cement Contact

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2.3 HUMAN RESOURCE DEPARTMENT
Organizational Structure
UltraTech Cement's HR Department is a strategic business partner that supports the
organization's goals and objectives. The department is headed by the Chief Human Resources
Officer (CHRO), who reports directly to the Managing Director.
Key Functions

 Talent Acquisition: Recruiting, selecting, and hiring top talent to meet business needs.
 Talent Management: Developing, engaging, and retaining employees to drive business
performance.
 Organizational Development: Designing and implementing organizational changes to
improve efficiency and effectiveness.
 Employee Relations: Building and maintaining positive relationships with employees,
unions, and other stakeholders.
 Compensation and Benefits: Designing and administering competitive compensation and
benefits programs.
 Learning and Development: Providing training and development opportunities to enhance
employee skills and knowledge.
 Diversity, Equity, and Inclusion: Promoting a culture of inclusivity, diversity, and equity.
 Employee Engagement: Measuring and improving employee engagement and satisfaction.

Initiatives and Programs

UltraTech Cement's HR Department has implemented several initiatives and programs to
support business objectives, including:
 Leadership Development Programs: Developing future leaders through training, mentoring,
and coaching.
 Talent Development Programs: Enhancing employee skills and knowledge through training,
workshops, and conferences.
 Diversity and Inclusion Initiatives: Promoting diversity, equity, and inclusion through
awareness programs, training, and policy changes.

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2.4 MARKETING DEPARTMENT
Organizational Structure
UltraTech Cement's Marketing Department is a strategic business unit that reports to the
CEO. The department is headed by the Chief Marketing Officer (CMO), who oversees a team of
marketing professionals.
Key Functions
 Brand Management: Developing and maintaining the UltraTech Cement brand identity.
 Market Research: Conducting market research to understand customer needs, preferences,
and behavior.
 Product Development: Developing new products and services to meet changing customer
needs.
 Pricing Strategy: Developing pricing strategies to maximize revenue and market share.
 Promotion and Advertising: Creating and executing promotional campaigns to increase
brand awareness and drive sales.
 Digital Marketing: Developing and executing digital marketing strategies to engage with
customers and promote products.
 Event Management: Organizing events, conferences, and trade shows to promote products
and build relationships with customers.
 Public Relations: Managing the company's reputation and relationships with stakeholders.
Marketing Strategies
UltraTech Cement's Marketing Department employs various strategies to achieve business
objectives, including:
 Segmentation, Targeting, and Positioning (STP): Identifying and targeting specific customer
segments to promote products.
 Brand Differentiation: Differentiating UltraTech Cement from competitors through unique
branding and messaging.
 Digital Transformation: Leveraging digital technologies to enhance customer engagement,
improve operational efficiency, and drive business growth.
 Customer Relationship Management (CRM): Building and maintaining strong relationships
with customers through effective communication and service.

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2.5 FINANCIAL DEPARTMENT
Organizational Structure
UltraTech Cement's Financial Department is a critical business function that reports to the
Chief Financial Officer (CFO). The department is responsible for managing the company's financial
activities and ensuring compliance with regulatory requirements.
Key Functions
The Financial Department at UltraTech Cement is responsible for:

 Financial Planning and Budgeting: Developing and implementing financial plans, budgets,
and forecasts to support business objectives.
 Financial Reporting and Compliance: Preparing and submitting financial reports, including
balance sheets, income statements, and cash flow statements, to stakeholders and regulatory
bodies.
 Accounting and Treasury: Managing the company's accounting and treasury functions,
including accounts payable, accounts receivable, and cash management.
 Taxation: Managing the company's tax obligations, including income tax, sales tax, and other
indirect taxes.
 Internal Audit: Conducting internal audits to ensure compliance with company policies,
procedures, and regulatory requirements.
 Risk Management: Identifying and mitigating financial risks, including market risk, credit
risk, and operational risk.
 Investor Relations: Managing relationships with investors, analysts, and other stakeholders to
ensure transparent and timely communication of financial information.

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Financial Management Systems
UltraTech Cement uses various financial management systems to support its financial
operations, including:

 Enterprise Resource Planning (ERP) System: An integrated system that manages financial,
human resources, and operational data.
 Financial Planning and Analysis (FP&A) System: A system that supports financial planning,
budgeting, and forecasting.
 Accounting and Financial Reporting System: A system that manages financial transactions,
accounts payable, accounts receivable, and financial reporting.
 Tax Management System: A system that manages tax compliance, including income tax,
sales tax, and other indirect taxes.

Financial Performance Metrics

The Financial Department at UltraTech Cement uses various financial performance metrics
to measure the company's financial department.

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3. SWOT ANALYSIS

STRENGTH :

 It is India‟s biggest cement company.

 It is the largest exporter of cement clinkers.

 It is a part of the prestigious Aditya Birla Group that helps the brand.

 It has an annual capacity of 60+ millions tones.

 Most of the plants have ISO 9001, ISO 14001 and OHSAS 18001 certification.

 UltraTech Cement Limited has integrated plants, white cement plant and many
grinding units in India.

WEAKNESS :
Cement Industry is highly fragmented and it is also highly regionalized and Low
value commodity makes transportation over long distances uneconomical.Not available
in all the places: Ultra tech is not available at all the places as it is not manufactured at
all places and all plants are not available everywhere due to which people cannot find it
everywhere hence the profit margins are affected to a greater extend.

 Although UltraTech provides various other construction products and services, but the
brand is associated with Cement only, so it has to work on positioning the brand as a
construction materials brand, which can be achieved by implementing branding
activities.

 It is not operating /exporting in US market which is a huge market for Cement industry.

 Brand awareness of Ultratech is lesser as compared to global players.

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OPPORTUNITIES:

Ultratech With the low per capita consumption of cement in India 102 kg compared to
the global average of 260 kg and the emphasis on infrastructure development, Ultra tech has
ample opportunity to ride the growth curve.

As roads transformation process is going on through which the traditional method of

road building will be convert by modern concrete roads. Substantially lower per capita
cement consumption as compared to developing countries (1/3 rd of world average) Per
capita cement consumption in India is 82 kgs against a global average of 255 kgs and Asian
average of 200 kgs. For green field capacity 20 million tons per annum will be required to
match the demand in pipeline for other two years leading to favourable demand – supply
scenario. (verma, 2008)

 It should enter the US market by Mergers and acquisitions.

 It should do worldwide branding activities that would help the brand grow as a whole.

THREATS :
As huge cement industry emerge there is more competition for ACC (Associated
Cement Companies) to carefully enhanced its price , product and at the same time satisfy
its dealers and customers. Cheap priced brand are capturing like a mushroom to lower
income customer base. Players such as Jaypee Cement, Prism Cement, and Birla
cement. ACC cement are eating up considerable market share. Due to India‟ satisfy
growth many new international cement companies are expected in coming years which
will bring enormous change and can start price war. Government intervention to adjust
cement prices Transportation cost is upgrading.Many retailers are influence by better
profit margin, and other Benefits because of small industries increase competition
among them, which in turn give heavy discount to customer and start malpractices.

1. It faces strong competition from global players.

2. Mergers and acquisitions involves high risk, so it should be careful while

entering new market.

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4. CONCLUSION

This project report has provided an in-depth analysis of UltraTech Cement

Company, India's largest cement producer. Through our research, we have gained
valuable insights into the company's history, organizational structure, business
operations, marketing strategies, financial performance, and human resources
management.

In conclusion, UltraTech Cement Company is a well-established and respected player

in the Indian cement industry. With its strong brand presence, operational efficiency,
commitment to sustainability, and financial performance, the company is well-positioned
for continued success in the future.

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5. BIBLIOGRAPHY

BOOLKS REFERED:

1. K. Ashwathappa - Title : Human resource and personal management (Himalaya Publish

House )
2. Arun Monappa - Title : Industrial relations (Tata McGraw Hill Publishing Company Ltd
)
3. Dr. K.G. Desai - Title : Human Problem In India Industries (Sindhu Publication Pvt. Ltd )
4. S.P. Gupta- Title : Statistics Methods (Sultan Chan & Sons )

WEBSITE

□ www.ultratechcement.com/careers.php

□ www.ultratechcement.com

□ www.teammaxl.net

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 2. RAMCO CEMENT

1.1 INTRODUCTION
The Ramco Cements Limited is the flagship company of the Ramco Group, a well-known business
group of South India. It is headquartered at Chennai. The main product of the company is Portland cement,
manufactured in eight state-of-the art production facilities that include Integrated Cement plants and
Grinding units with a current total production capacity of 16.69 MTPA (out of which Satellite Grinding
units capacity alone is 4.20 MTPA). Ramco cements is the most popular cement brand in South India. The
company also produces Ready Mix Concrete and Dry Mortar products, and operates one of the largest wind
farms in the country. Ramco cements also have its state-of-the art research centre named Ramco Research
Development Centre [RRDC] at Chennai.
The Ramco Cements Limited is managed by a Board of Directors comprising of eminent personalities
as its members. Shri.P.R.Venketrama Raja has become the Chairman & Managing Director of the
Company with effect from 04-06-2017. The company board brings together a team of business,
administrative, financial and cement technology professionals who provide guidance and direction to the
company's operations in a competitive business environment. The Ramco Cements Limited has been a
pioneer in adopting corporate governance practices comparable to the best in the country.
Ramco cements limited commissioned the most sophisticated Ready Mix Concrete Plant in
Medavakkam in South Chennai. A state-of-art Dry Mortar plant was commissioned near Sriperumpudur,
Tamilnadu which manufactures dry mortar, cement based putty and tile fix compound. The Company has
four satellite grinding units, located at Chengalpattu and Salem in Tamil Nadu, Kolaghat in West Bengal
and Vizag in Andhra Pradesh. The aggregate grinding capacity of the four plants is 40 lac tonnes per
annum. The Ramco Empire is continuing to expand and the process of globalization is on and the Group is
taking the big leap onto the international horizon.

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1.2 OBJECTIVS OF THE STUDY
Any company will have its own objectives. A company objective is a goal or outcome that
a company wants its organization to achieve.

 To ensure dispatch of cement as per market needs and to provide best

services to the customers in terms of timely and speedy delivery of material.
 To ensure adequate availability of material as per ship planning and dispatch
for maximum possible quantity.
 Rendering appropriate services to the transport‟s truck drivers with
minimum detention of their vehicles at our factory.
 To ensure complaints of various statutory requirements connected to the
above movements, without any deviation.
 Maintaining of effective public relations with the concerned government officers.

 To create better value for the customers through business innovation.

 To continue to serve the local communities.

 To meet the highest standards in the responsible use of natural resources.

 To empower the lives of the family of employees.

 To provide a high performance cement superior to Ordinary Portland Cement.

 To produce cement at a lower cost than the Ordinary Portland Cement.

 To greatly reduce the carbon emissions associated with Ordinary Portland Cement.

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1.3 INDUSTRY PROFILE

Overview
The Ramco Cements Limited is a prominent player in India‟s cement industry and part of the
Ramco Group. Established in 1957, it has grown to become one of the largest cement producers in the
country, known for its innovation, sustainability practices, and extensive market reach.
Key Information
Industry: Cement and Building Materials
Headquarters: Chennai, Tamil Nadu, India
Founded: 1957
Market Position: Among the top 5 cement manufacturers in India.

Manufacturing Capabilities
 Integrated Cement Plants: 5
 Grinding Units: 6
 Packing Terminals: 1
 Dry Mortar Plants: 3

Production Capacity
Total production capacity exceeds 21 million tons annually.

Products
1. Cement Types:
 Ordinary Portland Cement (OPC)
 Portland Pozzolana Cement (PPC)
 Sulphate Resistant Cement
 High-performance cements for specialized applications
2. Other Offerings:
 Ready-Mix Concrete (RMC)
 Dry Mix Products (e.g., plaster, tile adhesives)

Market Presence
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  Geographic Reach: Operations span over 10 Indian states, predominantly in the southern, eastern,
and western regions.
 Distribution Network:
 Over 10,000 dealers
 More than 30,000 retail outlets

Financial Highlights (FY 2024 Approximate)

 Revenue: ₹9,000 crores
 Net Profit: ₹300 crores
 EBITDA Margin: ~18-20%

Sustainability and Innovation

 Operates a Wind Farm Division generating renewable energy for its operations.
 Focus on energy-efficient technologies to reduce carbon emissions.
 Investments in modernizing plants with automation and AI-driven systems.

Competitive Advantage
 High-quality products tailored to diverse construction needs.
 Robust logistics and supply chain network.
 Consistent innovation in product development and sustainable manufacturing.

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1.4 COMPANY PROFILE

Overview:
Founded: 1961 by Shri M. A. Chidambaram
Headquarters: Chennai, Tamil Nadu, India
Industry: Cement Manufacturing
Products: Portland cement, ready-mix concrete, dry mortar products
Revenue (FY 2023-24): ₹17,500+ crores (approx.)

Key Operations:
 Manufacturing Units: Ramco operates 10 cement plants, 2 grinding units, and a network of over 25
ready-mix concrete plants across India.
 Production Capacity: Over 20 million tonnes of cement annually.
 Regional Presence: Strong presence in Southern India, with expanding footprints in Eastern and
Western regions.
Technological Advancements:
 The company uses advanced technology for manufacturing, including an efficient ERP system and
green practices for reducing carbon footprint.
Sustainability:
 Ramco Cements focuses on sustainability, using waste heat recovery systems and alternative fuels
to reduce environmental impact.
 The company has adopted initiatives for responsible mining and water conservation.
Market Position:
 Brand Name: Known for its high-quality products and innovation in the cement industry.
 Stock Listing: Listed on the Bombay Stock Exchange (BSE) and National Stock Exchange (NSE)
of India.
Awards and Recognition:
 Ramco Cements has received various awards for its commitment to quality, environmental
sustainability, and corporate governance.
Recent Developments:
 The company is focusing on expanding its production capacity and enhancing its product portfolio,
especially in the premium segment of the cement market.
27
1.4.1 VISION AND MISSION

VISION
“To be the most respected and preferred supplier of cement and building materials, recognized for
quality, innovation, and sustainability, contributing to the development of modern infrastructure and
enhancing customer value.”

MISSION

1. Quality Leadership:
Consistently deliver superior quality cement and building materials to meet global standards.

2. Sustainability Commitment:
Minimize environmental impact through innovative and eco-friendly manufacturing processes.
Invest in renewable energy and energy-efficient technologies.

3. Customer-Centric Approach:
Build long-term relationships by ensuring customer satisfaction through reliable service and
solutions tailored to their needs.

4. Operational Excellence:
Achieve operational efficiency by adopting advanced technologies and optimizing resources.

5. Community Development:
Engage in meaningful corporate social responsibility (CSR) activities to improve the quality of life
in communities where the company operates.

28
1.4.2OBJECTIVES OF THE COMPANY
 Delivering High-Quality Products
 Provide superior-grade cement and building materials that meet global standards.
 Innovate product offerings to cater to diverse construction needs, including infrastructure
and residential projects.

2. Enhancing Market Reach

 Expand operations to strengthen presence in existing and new regions across India and
abroad.
 Build a robust distribution network with dealers and retail outlets for seamless product
accessibility.

3. Sustainability and Environmental Responsibility

 Minimize the carbon footprint by adopting eco-friendly practices such as renewable energy
generation and energy-efficient processes.
 Promote the use of green technologies to ensure sustainable manufacturing practices.

4. Operational Excellence
 Optimize production and supply chain processes for cost efficiency and resource
conservation.
 Invest in advanced technologies like automation and AI to enhance manufacturing precision
and reduce waste.

5. Innovation and R&D

 Focus on research and development to develop new products, such as specialty cements and
dry-mix solutions.
 Continuously improve product performance to meet evolving market demands.

29
1.4.3 OUR PRODUCTS
1. Ordinary Portland Cement (OPC)
 Grades: 43 Grade, 53 Grade
 Applications: High-rise buildings, bridges, and other structural projects requiring superior
strength.

2. Portland Pozzolana Cement (PPC)

 Features: Eco-friendly, reduces carbon emissions.
 Applications: Residential buildings, plastering, and masonry work.

3. Portland Slag Cement (PSC)

 Features: High durability, resistance to chemical attacks.
 Applications: Marine structures, sewage treatment plants, and coastal construction.

4. Rapid Hardening Cement

 Features: Quick setting and early strength gain.
 Applications: Road repairs and pre-cast concrete products.

5. Sulphate Resistant Cement (SRC)

 Features: High resistance to sulphates.
 Applications: Foundations in saline or aggressive soil conditions.

6. Ramco Supercrete
 Features: High strength, crack-resistant, and durable.
 Applications: High-strength concrete applications.

30
1.4.4 COMPEYITIORS
1. Ultratech Cement
 India‟s largest cement producer.
 Offers a wide range of products including OPC, PPC, PSC, and white cement.

2. Ambuja Cements
 Known for sustainable practices and high-quality cement.
 Specializes in eco-friendly and water-efficient products.

3. ACC Limited
 A leading player with a strong brand presence.
 Offers innovative products like ACC Gold and ACC F2R.

4. Shree Cement
 Focused on energy-efficient manufacturing.
 Strong foothold in North and East India.

5. Dalmia Cement
 Renowned for its blended cement offerings.
 Strong presence in Southern and Eastern India.

6. JSW Cement
 Emerging player with a focus on slag-based cement.
 Offers environment-friendly products.

7. Birla Corporation
 Offers a diverse range of cement products.
 Focuses on premium quality and niche markets.

31
1.5 ORGANIZATIONAL CHART

32
1.6 FINANCIAL STATEMENT
The Ramco Cements Limited, a prominent cement manufacturer in India, has reported its
financial performance for the fiscal year ending March 31, 2024.
Revenue and Income:
 Revenue from Operations: ₹9,349.83 crore for FY 2023-24, an increase from ₹8,135.27
crore in the previous fiscal year.
 Total Income: ₹9,392.17 crore, up from ₹8,171.97 crore in FY 2022-23.

Expenses:
 Total Expenses: ₹8,848.70 crore, compared to ₹7,698.28 crore in the prior year.
 Cost of Materials Consumed: ₹1,602.98 crore, up from ₹1,297.27 crore.
 Power and Fuel Costs: ₹2,661.60 crore, a significant rise from ₹2,283.56 crore in FY 2022-
23.

Profitability:
 Profit Before Tax: ₹543.47 crore, an increase from ₹473.69 crore in the previous year.
 Net Profit: ₹359.88 crore, up from ₹319.72 crore in FY 2022-23.

Dividends:
 The Board of Directors has recommended a dividend of ₹2.50 per share for the year ended
March 31, 2024.

33
2. FUNCTIONAL DEPARTMENT
2.1 PRODUCTION DEPARTMENT
The production department is responsible for converting inputs into outputs through the stages of
production processes. The Production Manager is responsible for making sure that raw materials are
provided and made into finished goods effectively. They will set the standards and targets at each stage of
the production process. The quantity and quality of products for a production line will be closely
monitored. It provides materials, components and equipment required. It undertakes the activities necessary
to provide the organization‟s products.
FUNCTIONS OF PRODUCTION DEPARTMENT
 The production department manufactures goods for the business which are then sold in
order to bring revenue for the business.
 The production department is also responsible for the designing of the goods or products of
the business which are sold to other businesses or to the general public.
 Every aspect of production is controlled by the production department. By controlling
production, the department efficiently uses things such as labor, machines and materials
judiciously in order to prevent any wastage.
 The department improves on the products of the business by bringing changes and
innovations.
 The production department makes sure that it produces goods or products at very low costs
in order to maximize profit.
 The production department works in collaboration with the purchasing department of the
company in order to make sure that materials needed for production are always available.
 The department also makes sure that the machines and the equipments used in production
are serviced and properly maintained all the time.

34
2.2 HUMAN RESOURCE DEPARTMENT
The human resources department handles a range of different functions within an organization. The
department is responsible for hiring and firing employees, training workers, maintaining interoffice
relationships and interpreting employment laws. The department works diligently to run the
organization efficiently. This department performs the functions such as recruitment and selection,
orientation, maintaining good working conditions, managing employee relations, training and
development.
FUNCTIONS OF HUMAN RESOURCE DEPATMENT

HIRING AND RECRUITING

One of the primary functions of the human resources department is to oversee hiring and recruiting
within an organization. The department actively recruits, screens, interviews and hires qualified
candidates for open positions. The department administers skills assessment and personality tests to
match candidates with the right job within the company.
TRAINING AND DEVELOPMENT

The human resource department handles the training and development of staff within an
organization. It creates training programs and conducts training for new hires and existing employees.
The human resource department also works in conjunction with department managers and supervisors
to determine the training needs of employees. They are also responsible for contracts with training
providers and monitoring training budgets.
HANDLING COMPENSATION

The human resource department is responsible for various aspects of employee compensation. The
department typically handles employee payroll and ensures employees are paid accurately and on time,
with the correct deductions made. Human resource department also manage compensation programs
that include pensions and other fringe benefits offered by the employer.

35
2.3 ACCOUNTING DEPARTMENT
The accounting department is responsible for recording and reporting the cash inflows and outflows of
a company. The accounting department is responsible for a large number of administrative functions
within an organization such as accounts receivables, accounts payable, payroll, etc.
FUNCTIONS OF ACCOUNTS DEPARTMENT
ACCOUNTS PAYABLE

In order to maintain great relationships with vendors making sure that everyone gets paid on
time is a vital role. The role of the accounting department includes keeping an eye on opportunities to
save money. For example, determining if there are discounts or incentives available for paying certain
vendors more quickly.
ACCOUNTS RECEIVABLE

Another critical duty of accounts department is to account for and track receivables, including
outstanding invoices and any required collection actions. Accounts receivable is responsible for
creating and tracking invoices. The responsibility includes assuring that customers pay those invoices
on time, so a system of friendly reminders is crucial.
PAYROLL

Payroll is a critical function of accounting department and includes making sure all employees
are paid accurately and timely. In addition, proper tax is assessed and tax payments are on time with state
and federal government agencies.
REPORTING AND FINANCIAL STATEMENTS

The primary reason for collecting the data properly in the accounting software is to prepare
financial reports that can be used for budgeting, forecasting, etc.

36
2.4 MARKETING DEPARTMENT
The marketing department plays a vital role in promoting the business and mission of an organization.
It serves as the face of the company, coordinating and producing all materials representing the business. It
is the marketing department‟s job to reach out to prospects, customers, investors and the community, while
creating an overarching image that represents the company in a positive light. The duties of the marketing
department include producing marketing and promotional materials, monitoring and managing social
media, serving as media liaison, conducting customer and market research.

FUNCTIONS OF MARKETING DEPARTMENT

 Defining and managing the brand.

 Conducting campaign management for marketing initiatives.

 Overseeing outside vendors and agencies.

 Serving as media liaison.

 Producing internal communications.

 Monitoring and maintaining social media.

 Conducting customer and marketing research.

 Track trends and monitor competition.

 Producing marketing and promotional materials.

 Creating content providing search engine optimization.

 Listening to customer needs.

 Works on brand values.

 Searching for new marketing tools.

37
2.5 QUALITY CONTROL DEPARTMENT

Quality control department functions for assuring the quality of cements manufactured at every stage
in the production process. This department includes the functions such as testing of raw materials, work in
progress and finished goods, daily production process schedule preparation, receive the amount of cement
needed from marketing department and inspecting the raw material stock by visiting the raw material yard
daily.
FUNCTIONS OF QUALITY CONTROL DEPARTMENT

TESTING AND MONITORING

The most basic function of quality control involves testing. Quality control specialists test the
manufacturing process at the beginning, middle and end to ensure that the production quality remains the
same throughout. If the specialist discovers an issue at any point in the process, she works with the
production team to remedy the issue. Quality control specialists perform quality control tests for services
provided as well, evaluating the quality of a specific service at specified intervals throughout the time of
service. Testing provides quality results as of the date of testing.
AUDITING

Quality control specialists also spend time auditing the quality of a process which the specialist
doesn‟t work with. The quality control specialist may be auditing the work of the regular quality control
work performed or auditing the quality of a process without any current quality control work. When
performing the audit, the specialist also reviews the results reported by the regular quality control workers.
REPORTING

Periodically, the quality control specialist reports the quality results to management. A high number of
quality problems mean something is wrong with the process and there may be many unhappy customers for
the company. Management reviews the number of quality problems and where they occur in the process
and take action the issue.

38
3.SWOT ANALYSIS
STRENGTHS
1. Strong Brand Presence:
Trusted brand in South India with a loyal customer base.
2. Diversified Product Portfolio:
Offers OPC, PPC, PSC, and specialty cements for various applications
3. Robust Manufacturing Capability:
State-of-the-art plants with high efficiency and capacity.
4. Geographical Advantage:
Strong foothold in South and East India, ensuring proximity to raw materials and markets.
5. Focus on Sustainability:
Investments in renewable energy (windmills and waste heat recovery systems).
WEAKNESSES:
1. Regional Concentration:
Limited presence in North and West India compared to larger competitors like Ultratech.
2. High Operational Costs:
Dependence on thermal energy increases production costs.
3. Limited Export Potential:
Focus is primarily on domestic markets.
OPPORTUNITIES:
1. Infrastructure Growth in India:
Increasing demand due to government initiatives like Smart Cities and affordable housing.
2. Product Diversification:
Expanding into white cement, wall putty, and other construction products.
3. Geographical Expansion:
Opportunities to expand market share in North and West India.
4. Technological Advancements:
Adoption of AI and automation to further optimize production and logistics.

39
THREATS:
1. Intense Competition:
Presence of major players like Ultratech, Shree Cement, and ACC.
2. Volatility in Raw Material Costs:
Fluctuations in limestone, coal, and fuel prices impact margins.
3. Regulatory Challenges:
Environmental regulations and compliance costs.
4. Economic Slowdowns:
Any downturn in the construction or real estate sector can affect demand.

40
4. CONCLUSION
The Ramco Cements Limited, a leading Indian cement manufacturer in India, is the flagship
company of the Ramco Group, a well-known business group of South India which is headquartered at
Chennai, is the most popular cement brand in South India. It is the fifth largest cement producer in the
country.
The overall performance of the RAMCO CEMENTS LIMITED is moving in its successful track.
The company has witnessed a double digit growth in cement production compared to the previous year
growth. As the diesel prices have increased, the cost of raw materials and the cost of distribution of
cement has increased. Therefore the company has taken measures to manage these costs thereby
increasing its profits. The ratio analysis shows that the company has a greater liquidity in its inventory and
it can easily convert its inventory into cash. It is also inferred that the company can collect its cash from
the debtors more frequently and efficiently.
The Ramco cements limited is hoping to become the top cement company in South India by
increasing its capacity in 2020. The company has invested a large amount of money in the capacity
expansion of existing plants and setting up new ones. A new plant will be commissioned in Odisha and in
Kurnool district by October 2021. This also includes a greenfield cement plant in Kalavatla in Kurnool
district. And this will make the Ramco cements limited, the largest cement manufacturer in the state. The
company is also expecting a ten percent rise in their turnover by 2020. The company has also recently
launched the new premium blended cement in Kerala. The Ramco Empire is continuing to expand its
leadership by taking a big leap onto the international horizon.
The affordable housing project has gained momentum creating sustained demand for cement
requirement. Infrastructure segment also witnessed continuous growth during the year, fuelling further
demand for cement and which is taking the Ramco Empire in its successful path.

41
5. BIBLIOGRAPHY
BOOKS
1. Ramasamy, P. (1998). Growth of the Cement Industry in India: A Case Study of Ramco
Cements. Chennai: Ramco Publications.
2. Sundaram, A. & Subramanian, R. (2015) Corporate Strategies in India: Leading Companies and
Their Growth Stories. New Delhi: Tata McGraw-Hill.
3. Kumar, M. (2020). "Sustainability Practices in the Cement Industry: The Case of Ramco
Cements." Journal of Environmental Business.

WEBSITE
1. https://www.ramcocements.in
2. https://www.bseindia.com
3. https://www.business-standard.com
4. https://economictimes.indiatimes.com
5. https://www.ibef.org

42
 3.INDIA CEMENT
1.1 INTRODUCTION

The twentieth century witnessed over exploitation of natural resources by

corporates worldwide leading after math‟s like global warming which is pressing
challenge for the entire mankind today. Depletion of non-renewable natural resources
like fossil fuels and emission of GHG gases like Co2, So2, and NOx lead to climate
change This has a serious question on sustainability of current business models of
corporates focusing only one economic profit. India has witnessed a disturbed
monsoon timetable leading to either drought or untimely rain in most of the states. The
onus on the reckless destruction of natural resources by corporates. A time has come
when stakeholders have started questioning sustainability of corporates in the wake of
reckless exploitation the mother earth. Employing CSR principles based on
environment sustainability will help companies not only in terms of compliance but
will also give a competitive edge. According to Management Guru C.K Prahlad “By
creating sustainability as a goal today, early movers will develop competencies that
rivals will be hard pressed to match. Don‟t look at sustainability compliance and
regulation but as an opportunity for breakthrough innovation.

There has been tremendous growth of activities in the Indian cement industry in
terms of internal factors like modernization and changing work environment. In
addition, rapid changes in external factors, such as globalization and technological
innovations are compelling organizations to constantly search for innovative ways to
enhance organizational effectiveness. Thus, the present study highlights the aspects of
long-term sustainability of Indian cement organizations by examining the relationship
between HRD interventions, organizational learning culture, employee competencies
and organizational effectiveness. The introductory chapter begins with a background
of the study. It also presents the statement of the problem and the significance of the
study. Further, this chapter illustrates the purpose, objectives of the study and the
research questions. Finally, it provides an outline of the thesis structure.

43
1.2 OBJECTIVES OF THE STUDY

The following are the main objectives which has been undertaken in the present study.

• To analyze the India Cements Industry.

• The major objectives of Indian Cements ltd is customer satisfaction.

• To obtain maximum sales (i.e.) 100% sales.

• To offer std quality and best quality of cement.

• To encourage the existing buyers for more orders.

• To develop a new market.

• To satisfy the customer needs by delivering the product in stipulated time.

• To study the methods in production of cement, performance of marketing department.

• To study the various activities involved in HR department and financial department.

• To confirm the influence of employee competencies on improving the

competing values approach to organizational effectiveness.

44
1.3 INDUSTRY PROFILE

With nearly 390 million tons of cement production capacity, India is the second
largest cement producer in the world and accounts for 6.7 per cent of world cement
output. The cement production capacity is estimated to touch 550 million tons by
financial year 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 financial year 2017.

Production of Cement (Million Tons)

450 407

350
230.5 248.2 270.3 270.3 282.8
300 216
174.3 186.9 206.6
161.3
250

200

150
FY12 FY13 FY14 FY15 FY15 FY16 FY17 FY18 FY19 FY20 FY21

The cement production increased at a compounded annual growth rate (CAGR) of 6.4% to
287.79 million tons over the financial year 2020-2021. In August 2016, cement production in the
country increased 3.1% in comparison with to 1.4% in July 2016. Depicts the last ten-year trend of
cement production in India, which shows the growth rate of CAGR9.7%. About 60 percent of
India's cement consumption is for housing, with infrastructure and new manufacturing facilities
each contributing 20 percent. Currently, the country cement industry has an installed capacity of
over 350 million tones per annum.

45
 In the consumption of cement in financial year 2020 was around 300 million
tons. Figure 2.2 shows the Indian cement consumption from years 2014 to 2021. As a
result, the cement market in India remained very competitive.

After witnessing slow growth for several quarters, Indian cement industry
demand rose by the faster pace of around 9 per cent in Q1 2016 because of pick-up in
demand from infrastructure projects backed by the Government spend, and
anticipation of the above normal monsoon forecast accelerated the rural and
commercial demand. However, between April and June 2016, cement demand
improved by 4.4 percent, even as the real estate sector, which consumes large amounts
of cement is not showing much growth. However, consistent with the positive outlook
for the Indian economy, the industry anticipates a similar revival in demand for
cement and concrete. Signs of increased construction activity have been witnessed in
industrial and commercial segments as well as from many housing and mid- income
housing schemes across India. Besides this, there are strong indicators of an uptrend in
demand for cement and concrete from projects such as concrete roads, flyovers &
bridges, power plants, irrigation projects, ports, railways and metro projects. The year
2016 brought back the good times for the Indian cement industry as cement
manufacture started showing improvement from the first half of the calendar year,
while primary fuels like coal and crude oil tumbled to multi-year low. The cement
industry's medium to long-term outlook looks optimistic, as demand for cement is
likely to get boost from industrial and commercial segments as well as from mass
housing and mid-income housing schemes across the country. In order to achieve the
Government's vision of “Housing for All” by 2022, where 11 million houses have to
be constructed at an investment of $ 2 trillion (Rs 13,600 billion), is going to drive
cement consumption in the coming year.

46
1.4 COMPANY PROFILE

India Cements Limited (ICL) is a cement manufacturing company based in

India. The company was incorporated in 21 February 1946 and the first plant was set
up at Sankar nagar in Tamil Nadu in 1949. The initial annual manufacturing capacity
of 1 lakh tones was gradually increased and reached 4.63 lakh tones by 1959. In
August 1990 the wet process technique of manufacturing was converted to dry
process technique and the wet process kilns were replaced with a modern single dry
process kilns. On 10" April 1990, the Bureau of Indian Standards (BIS) granted ICL
the ISO:9001:2000 standard certification. It has seven cement manufacturing
plants/facilities spread over Southern India (Andhra Pradesh & Tamil Nadu) catering
to major markets in South India and Maharashtra. The capacities of its plants are over
9 million tons per annum.

South India's No. 1 cement company has played a vital role in the booming
infrastructure and construction growth in India for the past 70 years. With a capacity
of over 16 million tones per annum, 8 cement plants and 2 grinding units spread
across the nation & backed by R&D center recognized by DST, Govt of India. India
Cements is committed not just to the creation of stronger buildings, but to the
emergence of a stronger India.

47
1.4.1 MISSION AND VISION

MISSION
India Cements will strive to remain a leader in the manufacture of cement and
establish itself as a preferred supplier of products and services to its clients and enhance the
brand value for all stakeholders. As the organization grows, as a responsible corporate citizen,
India Cements shall be sensitive to the welfare and development needs of the society around
it.

VISION
To create a value on a sustained basis for all stakeholders of Indian Cement through
lofty standards of transparency, accountability and responsibility, innovation and leadership
in cement manufacture.

1.4.2 OBJECTIVES OF THE COMPANY

The following are the main objectives which has been undertaken in the present study.

• To analyze the India Cements Industry.

• The major objectives of Indian Cements ltd is customer satisfaction.

• To obtain maximum sales (i.e.) 100% sales.

• To offer std quality and best quality of cement.

• To encourage the existing buyers for more orders.

• To develop a new market.

• To satisfy the customer needs by delivering the product in stipulated time.

• To study the methods in production of cement, performance of marketing department.

• To study the various activities involved in HR department and financial department.

• To confirm the influence of employee competencies on improving the

competing values approach to organizational effectiveness.
• To create value on a sustained basis for all stakeholders of India Cements
through lofty standards of transparency, accountability and responsibility,
innovation and leadership in cement manufacture.
48
1.4.3 OUR PRODUCT

In this Indian cement company have a more than 4+ brands cements producing in this ltd.

i. Sankar Power

ii. Coromandel King

iii. Coromandel Super Power

iv. Coromandel Super King

v. Raasi Gold

vi.
i. SANKAR POWER

Sankar Super Power is six-decade brand with emotional value providing trust and
confidence for its consumer over generation. Strong House built with Sankar Super Power
created peaceful homes. The most popular brands in TN and KL.

49
 ii. COROMANDEL KING

Coromandel King PPC has been designed to give your building durability. Research over
the year have proved that concrete with Coromandel King achieve significantly higher long-
term strength, low heat hydration, low water demand, higher workability and resistance to
sulphate and chloride attacks.

iii. COROMANDEL SUPER POWER

By reason of its high strength, is used for forming concrete of higher grade (Above M20). It is
the finest choice for all houses, buildings, apartments, in addition to high-rise building construction
work. Known for its low heat of hydration, it is ideal for mass concrete pours and machine
foundations. Highly Efficient Weather Resistance Strong Binding Consistency Coromandel
Cement.

50
 iv. COROMANDEL SUPER KING

Coromandel Super King - designed for concrete is a cement produced by inter grinding
high quality clinker with reactive silica and gypsum using next generation grinding
technology. In ordinary cements, water reacts with calcium hydroxide to form calcium
bicarbonates which leaches out of the concrete leaving behind voids / pores which reduces
strength of concrete.

iv. RAASI GOLD

Raasi Gold PPC Cement. PPC Cement is used for brickworks, plastering and all other not
structural cement works, it has more flash content than OPC. PPC cement is used where Extra
Durability is required and is preferred in mass construction. It usually cost less than OPC.

PPC – Portland Pozzolana Cement

OPC – Ordinary Portland Cement

51
1.4.4 COMPETITORS

The top competitors of India Cements include JSW Cement, Saint-Gobain,

Dangote Group and UltraTech Cement. India Cements has 2,931 active
competitors.
1. JSW Cement - Mumbai based, 2009 founded, Series D company.

2. Saint-Gobain - Paris based, 1665 founded, Acquired company.

3. Dangote Group - Lagos based, 1977 founded, Acquired company.

4. UltraTech Cement - Mumbai based, 1983 founded, Public company.

5. Ambuja Cement - Mumbai based, 1983 founded, Public company.

6. Ramco Cement – Chennai based, 1961 founded.

52
1.5 ORGANIZATIONAL CHART

WTD (Whole Time Director)

COM (Chief of Marketing)

VP(Sales)

SGM (Senior General Manager)

GM (General Manager)

DGM (Deputy General Manager)

Senior Manager

Manager

Deputy Manager

Senior Sales Manager

Sales Officer

53
1.6 FINANCIAL STATEMENTS

Net Sales Rs 45, 106 48,584 7.7%

Other Income Rs 405 244 -39.7%
Total Revenue Rs 45,510 4,827 7.3%
Gross Profit Rs 7,878 4,843 -38.5%
Depreciation Rs 2,466 2,255 -8.5%
Interest Rs 2,710 1,977 -27.1%
Profit before tax Rs 3,107 855 -72.5%
Tax Rs 1,022 195 -80.9%
Profit after tax Rs 2,084 660 -68.3%
Gross profit margin % 17.5 10.0 -
Effective tax rate % 32.9 22.8 -
Net profit margin % 4.6 1.4 -

54
2. FUNCTIONAL DEPARTMENT

i. Production Department

ii. Human Resources Department

iii. Financial Department

iv. Marketing Department

v. Sales Department

2.1 Production Department

Limestone is the basic raw material used in cement production. Good quality
limestones are abundantly available in the mines owned by India Cements Ltd. Limestone is
obtained from the mines through the process of heavy blasting conducted under strict
supervision and safety precautions. The limestone here with obtained at India Cements Ltd.
Mines are of very superior quality. The limestone in the form on huge stones is loaded in the
dumpers and are transported to the crusher.

CEMENT MANUFACTURING PROCESS

RAW MATERIAL
The limestone in the form on huge stones is loaded in the dumpers and are
transported to the crusher.

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BLASTING
Limestone is obtained from the mines through the process of heavy blasting conducted
under strict supervision and safety precautions. The limestone herewith obtained at India
Cements Ltd. Mines are of very superior quality.

CRUSHING

The limestone in the form on huge stones is loaded in the dumpers and are transported to the
crusher.

The dumper unloads the huge stones into the crusher. This machine is used to crush
the huge stones into smaller chunks of approximately 20mm in size.
GRINDING

Using accurate weighing machines the material is fed into a vertical roller mill. It is a
vertical steel mill with huge rollers used for grinding the material.

BLENDING SILO

Powdered form of different grades is mixed homogenously in the blending silo.

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PRE-HEATING

The ground raw material is fed into a 6-stage pre heater where it meets the hot gases
rising from the Kiln. Pre-heating of material before calcinations is a crucial process as it
saves a lot of energy.

CALCINATION

Calcination is the most crucial stage in cement manufacturing process. The raw
materials is fed into a kiln, which is a huge rotating furnace. Using coal as the fuel the Kiln
heats the raw material to a staggering temperature of 1400 degrees Celsius.

COOLING

Subsequent to the intense heating, the raw material is sent to a cooler that brings the
temperature of the material down to 200 degrees Celsius. The sudden cooling of the material
results in the formation of grey colored nodules known as clinker.

CLINKER STORAGE

Clinker which is pre structured reinforced cement concrete, is now sent to the clinker silo
to avoid weathering effects.
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CEMENT MILLING
Clinker and gypsum are fed to a cement mill in definite proportions with the help of weigh
feeders. This procedure is popularly known as "Cement Mill".

Then cement is packed in the packing plant into cement wags which weigh 50
kilograms each, with the help of automatic electronic packers and then are loaded into trucks.

Once the cement is packed in its respective bags i.e different bags are used for PPC &
OPC type cements, they are directly loaded into trucks & train racks using conveyor belts,
this process is also a fully automated process.

During this whole manufacturing process, hourly samples are taken from manufactured
cement and is stringently tested at the shift labs in the plant. These checks are to determine the
setting time and strength of the cement manufactured to keep the quality of the cement being
manufactured under constant observation

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2.2 HUMAN RESOURCE DEPARTMENT

Human resource is the source of achieving competitive advantage because of its

capacity to convert the other resources into output (product/ service). The competitor
can emulate other resources like technology and capital but the human resource are
unparalleled. In the view of resources-based theory of barney stated that human
resources lead to competitive advantage when they are precious, unique and well
organized. HRM can help firms to improve organizational behavior in such areas as
staff commitment, competency, and flexibility, which in turn leads to improved staff
performance. Managing human resources plays key role in organizational success. The
effective management of human resources requires the sound human resource
Management systems. In order to develop a sound HRM system, the organization
should have efficient Human Resource Management practices.

COMPENSATIO
N
ANALYSIS
BENFIT
ADMINISTRATION
DIRECTOR OF HR

RISK
MANAGEMENT

TRAINING

EMPLOYEE
RELATIONS

STAFFING
59
2.3 FINANCIAL DEPARTMENT

Basically, finance department is working on Orack software. Before Oracle,

Microsoft Excel was in use. The purpose of using oracle is to increase the efficiency
and speed of work. At site, the process of work in Oracle is called ERP (Enterprise
Resource Planning).

Account Payable: For account payable different types of invoices are used to work in
orack.

Standard Invoice: Standard Invoice consists of two sections; one is Header level
section and second is Line level section. Header level controls credit entry and line
level controls debit entry. Different taxes are also charged to expanses according the
law of Government.

Pre-Payment: It is a basically advance which is provided to suppliers. The record of

pre- payment is maintained in this invoice.

CHIEF FINANCIAL
OFFICER

CONTROLLE INTERNAL
TREASURER
R AUDITOR

MANAGRIAL FINANCIAL TAX

ACCOUNTANT ACCOUNTANT ACCOUNTANT

60
2.4 MARKETING DEPARTMENT

Starting a cement business can be a great idea for you as the construction
industry is booming, so cement-producing companies have a great ground to do
business. But now, more is needed for a successful and perfect product; the digital age
and business marketing are essential to increase brand sales. It would help to have a
complete marketing plan with modern and trending strategies to make your products
stand out.

An effective marketing plan includes building a website, ensuring a social

media presence, registering business on e-commerce sites, strong Branding, influencer
marketing, digital advertisement and many more. Suppose you want to make your
cement business sound and successful, step into these marketing efforts. This article
will provide insight into a cement business's most effective marketing tactics. Read the
suggestions and understand the importance of these strategies for connecting with the
target audience and doing more business.

CHIEF
MARKETING
ENGINEER

MARKETING MARKETING ACCOUNT

DIRECTOR MANAGER EXECUTIVE

MARKETING
REP

61
2.5 SALES DEPARTMENT:

The sales department of India Cement is responsible for managing the sales and
distribution of cement products across various regions. Their key functions include:

1. Market Analysis: Identifying market trends, customer needs, and competitive

landscape to strategize sales approaches.
2. Sales Planning: Developing sales strategies, setting targets, and creating action
plans to achieve sales goals.
3. Customer Relationship Management: Building and maintaining relationships
with key customers, understanding their requirements, and providing solutions.
5. Sales Monitoring and Reporting: Tracking sales performance, analyzing
data, and generating reports to evaluate effectiveness of sales strategies.
6. Promotion and Marketing: Collaborating with marketing teams to promote
products, organize promotional activities, and enhance brand visibility.

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3. SWOT ANALYSIS

STRENGTHS

The strengths of India Cements looks at the key internal factors of its business which
gives it competitive advantage in the market and strengthens its position.

A list of strengths is mostly the starting point in a SWOT analysis. Below are the
Strengths in the SWOT Analysis of India Cements :

1. India Cements was established in 1946. So it has an operational experience of many years.
2. It has 7 manufacturing plants in the country.
3. It owns Chennai Super kings franchise that has helped them build a strong brand value.
4. It is one of the largest cement company in India.
5. It also employs an efficient workforce of around 7500 employees
6. The brand is also associated with IPL cricket team Chennai Super Kings.

WEAKNESS

The weaknesses of a brand are certain aspects of its business which it can improve

Here are the weaknesses in the India Cements SWOT Analysis:

1. India Cements is alleged to have made controversial investments in Jagati
Publications and Bharati Cements

2. Its operations are majorly focused in South India and Maharashtra, so its
nationwide awareness is lesser.

3. Its export business is also very small as compared to it competitors in India.

63
OPPORTUNITIES

The opportunities of a brand are certain aspects of its business which it can
improve.

Here are the opportunities in the India Cements SWOT Analysis:

1. India Cements is alleged to have made controversial investments in Jagati

Publications and Bharati Cements

2. Its operations are majorly focused in South India and Maharashtra, so its
nationwide awareness is lesser.

3. Its export business is also very small as compared to it competitors in India.

THREATS
The threats for any business can be external factors which can negatively impact its
business. The threats in the SWOT Analysis of India Cements are as mentioned.

1. It faces strong competition from global and Indian brands.

2. Local players in southern markets are also posing threat to the market leader.

64
4. CONCLUSION

The India cements Ltd. was enriching as it was a completely professional

environment with a uniform of blue colored shirts and black formal pants. It was
different from my previous internships as the previous companies did emphasize on
being formally dressed but for the first time I experienced a company with uniform.
Although the uniform didn't apply to the interns, we were formally dressed in order to
adapt to the professional environment.

I had gained a lot of insights with regard to the company's marketing

techniques and strategies. I got to understand a new industry altogether, as it is not
very common to choose cement industry to work for.

Despite of all the criticalities I faced during my internship I believe it was an

experience that will be very useful for me to think of aberrative or take up better
decisions so that I can complete my tasks and accomplish the internship. The
internship also helped me in developing various skills like social skills, Punctuality
and Time management, Soft skills and competence.

 Company should concentrate on direct meeting with the customer as they are
the most vital element in deciding the growth or decline of any company.
 Company should decrease the response time to the complaint received.

 The company should fix certain amount of cement especially for the dealers
and give them free of cost as incentives.
 Company should decrease delivery time of the cement.

 More promotional program should be organized.

65
5. BIBILIOGRAPHY

[1]. Detecting Cartels in the Indian cement industry: An Analytical

Framework Ri Raj Arora and Runa Sarkar Industrial and Management
Engineering Department IIT Kanpur.

[2]. Indira Airway and Amira Shah conducted a study on Dynamics of

Development in Gujarat/edited by Indiru Airway, S.P. Kashyap and Amita
Shah New Delhi, Concept Pub., 2022, xvi, 468 p., tables, ISBN 81-7072-
968-5.

[3]. Detecting Cartels in the Indian cement industry: An Analytical

Framework by Ritu Raj Arora and Runa Sarkar. [email protected]
[email protected], Aruna [email protected].

[4].Study adopted from Centre for Development Alternatives Email:

[email protected] Web site: www.cfda.ac.in.

[5]. Effects of Iran's WTO accession on the cement industry" The 4th
European Cement Conference Barcelona, Spain, by R. madras in 2020.

Website Address:

1. www.indiacements.co.in

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