on the back of a strong product portfolio and
intelligent, innovations, Grasim Cement is firmly
into expansion mode.
one discusses the behemoths of Indian industry,
it is hard to miss the name Grasim Industries
Limited, the flagship of the Aditya Birla Group.
Currently, it ranks among India's 10 largest private
sector companies in terms of assets and sales,
with a turnover of Rs 4626 crore in financial
2003. Having commenced operations as a textiles
manufacturer in 1948, it has diversified into
sponge iron, chemicals, textiles and cement. Among
all these industries, it is cement, which stands
out as the focus area for the company.
the mid-eighties, with the opening up of the cement
industry, Grasim diversified into cement production.
Its first cement plant at Jawad in central India
went on stream in 1985. Since then the cement
division of Grasim has grown rapidly - with two
more plants coming up at Raipur and Shambhupura.
the same year, with the consolidation of the group's
cement operations, the cement business of group
company Indian Rayon was transferred to Grasim.
This added India's largest single-location grey
cement plant at Raipur (Madhya Pradesh), Shambhupura
(Rajasthan), Reddipalayam (Tamil Nadu), Sikka
(Gujarat), Malkhed (Kamataka), Hotgi and one of
the world's largest white cement plants at Kharia
Khangar (Rajasthan) in Grasim's kitty. Since then,
its cement business has grown rapidly, making
it one of India's premier cement companies.
cement production for financial 2003 was 11.09
million tons (MT). Grasim Cement is India's third
largest cement manufacturer, with an aggregate
grey cement capacity of 13.41 million tonnes per
annum spread across India with implementation
of ongoing modemisation and capacity expansion
projects through removal of bottlenecking.
1998, Grasim acquired Dharani Cements with its
plant at Ariyalur (Tamil Nadu), strengthening
its position in the south and west. The unit was
subsequently merged and together with the recently-expanded
plant at Reddipalayam, is known as Grasim South.
Shree Digvijay Cement, a subsidiary company of
Grasim, which was acquired in 1998, has its integrated
grey cement plant at Sikka (Gujarat).
each of these plants, due attention has been paid
to infrastructure to facilitate seamless operations.
The plants are located close to sizeable limestone
mines and are fully automated to ensure consistently
good quality. Grasim has procured railway wagon
rakes to ease the problem of movement of cement
besides saving on transportation cost. The company
has a captive jetty having dry cargo capacity
of 3 million tones per annum. This jetty is used
to export cement and clinker and to import coal
for captive use.
the company's cement units are well equipped and
are ISO 9001 certified for quality systems and
ISO 14001 certified for environmental management
systems. With 75 per cent of its power requirements
coming through captive sources, the company has
incurred a capital expenditure of Rs 189 crore,
towards setting up of two power plants of 23 MW
and 12.5 MW capacity. The power plant at Aditya
Cement was commissioned in March 2003 at a cost
Rs 84 crore. The remaining expenditure has been
incurred on setting up the power plant at Grasim
has repositioned its portfolio of cement brands
under the Aditya Birla Group logo. Cement is available
in the market in a number of grades including
33,43,53 OPC (Ordinary Portland Cement) and PPC
(Pozzolona Portland Cement). Vikram Cement is
also known for its special cement like SRC (Sulphate
Resistant Cement) meant especially for use in
leverage its brand equity, Birla Plus, Birla Super
and Birla Ready Mix have been identified as national
brands. The Birla White cement has made its mark
in the niche segment of flooring and wall finishing.
To fulfill customer needs in niche segments, Birla
White has introduced two new products - Birla
White GRC (Glass Reinforced Concrete) and Birla
White Wall Care Putty and the Birla White Glass
Reinforced Concrete. With a rising demand from
customers for quality and standardisation, Birla
Ready mix has an edge with quick and prompt delivery
of fresh factory-made concrete, delivered at the
company has commissioned four ready-mix concrete
plants of an aggregate capacity of 1 million cubic
metres at Hyderabad, Chennai, Noida and Bangalore.
Moreover, with the existing six plants of 420-m3/hr
capacity and plans for more, Birla Ready mix enables
customers to plan for just-in-time concreting.
the fact that a large product portfolio does not
necessarily ensure success in the intensely fragmented
and competitive cement industry, Grasim Industries
Ltd. offers a host of value-added services to
customers, viz, concrete mix design, cube testing
services, non-destructive testing and training
and site visits by qualified engineers. It is
pooling the collective inputs of construction
professionals knowledge, through a web based knowledge
community. There are mobile testing cement silos
at Bangalore to deliver fresh cement at the customer's
doorstep, A very innovative concept developed
by Grasim Industries Ltd. was the launch of 'Mobile
Concrete Laboratory', at almost 38 locations throughout
is strengthening its hold over distribution, by
its foray into retailing. Birla Super Shoppes
- a chain of exclusive cement outlets, are taking
shape across the country. Each Shoppe has a qualified
civil engineer who assists customers.
These initiatives explain exactly why the company
was awarded the National award for Quality Excellence
in Indian Cement Indusfry by the National Council
for Cement and Building Materials, in the year