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Comprehensive Study of White Cement Among Retailers in Delhi

ACKNOWLEDGEEN!
I am sincerely grateful to Mr. Rahul Saxena (Sr. Manager, HRD), Mr.
Pankaj han!ra, "P (Mkt.), #e$ Delhi, Mr. R. %. &u'ta (Mkt. Manager)
an! Mr. %. P. &u'ta, Dy. Manager (Mkt.), #e$ Delhi. (or allo$ing me to
)e a 'art of this re'ute organi*ation as a summer trainee. I am heartly
thank full to Dee'ak ha)ra an! all the other for their ne+er en!ing
su''ort an! encouragement exten!e! to me.
I am also thankfull to Mr. Saura)h %han!el$al, Mr. Shari,$asi, Mr.
-r+in! -rora, Mr. Paras %umar. Mr. S. #. Singh for their +alua)le hel'
an! gui!ance !uring com'letion of our 'roject.
I am also thankfull to Mr. D. %. &arg (hairman IIM. &. #oi!a) for this
'ain taking efforts to gui!ance.
/ast )ut not the least. I $ish to thank all our res'on!ents an! those $ho
!irectly or in!irectly hel' as to com'lete our 'rojects $ork.
Agresh !i"ari
0
th
1uly 2334
#e$ Delhi
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Comprehensive Study of White Cement Among Retailers in Delhi
ACKNOWLEDGEEN!
I am sincerely grateful to Mr. Rahul Saxena (Sr. Manager, HRD), Mr.
Pankaj han!ra, "P (Mkt.), #e$ Delhi, Mr. R. %. &u'ta (Mkt. Manager)
an! Mr. %. P. &u'ta, Dy. Manager (Mkt.), #e$ Delhi. (or allo$ing me to
)e a 'art of this re'ute organi*ation as a summer trainee. I am heartly
thank full to Dee'ak ha)ra an! all the other for their ne+er en!ing
su''ort an! encouragement exten!e! to me.
I am also thankfull to Mr. Saura)h %han!el$al, Mr. Shari,$asi, Mr.
-r+in! -rora, Mr. Paras %umar. Mr. S. #. Singh for their +alua)le hel'
an! gui!ance !uring com'letion of our 'roject.
I am also thankfull to Mr. D. %. &arg (hairman IIM. &. #oi!a) for this
'ain taking efforts to gui!ance.
/ast )ut not the least. I $ish to thank all our res'on!ents an! those $ho
!irectly or in!irectly hel' as to com'lete our 'rojects $ork.
Shi#aram $hatta%har&ee
0
th
1uly, 2334
#e$ Delhi
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Comprehensive Study of White Cement Among Retailers in Delhi
!A$LE O' CON!EN!S
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Comprehensive Study of White Cement Among Retailers in Delhi
SYNOPSIS
Project title E om'ressi+e stu!y of 1.% <hite cement
among retailers.
Project Duration E A $eeks
Research gui!e E Mr. Rakesh &u'ta
Mr. %.P. &u'ta
Mr. Dee'ak cha)ra
-rea o+ere! E Delhi
Sam'le unit E Retailers
Sam'le si*e E 233 retailers
Sam'le metho! E Structure! non !isguise!
.ool E Cuestionnaire



S!A!EEN! O'
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Comprehensive Study of White Cement Among Retailers in Delhi
O$(EC!)*E
I!entify market 'otential of $hite cement among retailer.
I!entify $hich 'ack has a more !eman!.
Su''ly of $hite cement.
Regar!ing gift scheme 'ro+i!e! )y the manufacturer to the retailer.
-fter sales ser+ice.
<hat factor coul! influence the !eman! of $hite cementF
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Comprehensive Study of White Cement Among Retailers in Delhi
RESEARC+ E!+ODOLOG,
Marketing research is the function, $hich links the consumer an! 'u)lic
to the marketing information use! to i!entify an! !efine marketing
o''ortunities an! 'ro)lemsE generate refine an! e+aluate marketing
action, monitor marketing 'erformance an! im'ro+e un!erstan!ing of
marketing as a 'rocess.
.he nature of our research is ex'loratory. It>s goals to she! light on the
real nature of the 'ro)lem an! to suggest 'ossi)le selection.
Secon! ste' of our marketing research $as to !e+elo' a research 'lant.
It calls for !ecision on the !ata sources, research a''roaches, research
instruments, sam'ling 'lan an! contact metho!s. -s o)jecti+e $as to
stu!y effecti+eness of sale 'romotion schemes an! a!+ertising regar!ing
$hit cement. I su)stantiate! my research )y com'any literature an!
Internet.
I collect my 'rimary !ata through sur+ey an! use! ,uestionnaire as my
research instrument. 8ur ,uestionnaire is structure! non5!isguise! an!
contains close en!e! ,uestions. I ha+e chosen then ty'e of
,uestionnaire to get more relia)le result an! for ease of ta)ulations an!
inter'retation of !ata gathere! as our uni+erse si*e is large.
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Comprehensive Study of White Cement Among Retailers in Delhi
W+)!E CEEN! )ND-S!R, AND )!.S E*OL-!)ON
<hite cement in!ustry is ,uite ol! in In!ia. In 4B0?, .ra+encore cement
limite! (./), a kerela state go+t, un!ertaking, starte! 'ro!uction of
$hite cement in In!ia. .he 'ro!uction unit $as at kottayam in kerela. .he
installe! ca'acity of the unit $as at kottayam in kerela. .he installe!
ca'acity of the unit $as 04,333 M.G7ear. <hite cement cement.
-t the same time - -lso state! 'ro!uction of $hite cement. .hey ha!
t$o units, one at kymore in M.P an! other at Por)an!ar in &ujarat. .he
installe! ca'acity of these t$o units $as 20,333 M.G7ear an! 90,333
M.G7ear res'ecti+ely. .heir )ran! name $as sil+er rete. .he $hite
cement of of - $as not 'ure $hite, it $as off $hite.
<hen these t$o com'anies $ere in the market the !eman! $as more
than su''ly an! shortfall in !eman! $as fulfille! )y im'ort.
.hen in 4BA;,the famous )usiness grou' 1.%. entere! into $hite cement
'ro!uction. .hey starte! 'ro!ucing $hite cement in 4BA;.their 'ro!uction
unit is is totally im'orte! from $orl! lea!ers in $hite cement (./.Smi!th H
com'any, Denmark. .hey esta)lish their unit at gotan, Distt #agaur in
Rajas tan. .he installe! ca'acity of unit $as A3,333M.G7ear $hich has
increase! to 9,33,333 M.G7ear. .he )ran! name of 1.%.is camel. .hen in
4BAA, another )ig )usiness entere! into 'ro!uction. .his unit is at
%hariakhangar, 1o!h'ur in Rajasthan. :irla <hite cement $as initially
name! as Rajshri, no$ it is :irla $hite.
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W+)!E CEEN! )ND-S!R,
1.%.<hite cement 'ioneere! the $hite cement in!ustry in In!ia )y setting
u' a state of the art 'lant at gotan, Rajasthan, the site of the $orl!>s
'urest limestone !e'osits. .o!ay it is the largest selling an! ex'orte!
$hite cement .it has an IS85B332 certifie! com'any for 'ro!uction an!
sales.
Its 'lant has se+eral firsts to its cre!it from the site to the manufacturing
an! testing technologyI e+erything is geare! to$ar!s 'ro!ucing cement
that is 'erfectly $hite.
1.%.<hite is a !i+ision of 1.%.Synthethics lt! (./.Smith an! com'any
Denmark offers technical assistance to it. <hite cement is manufacture!
from the site of the $orl!>s 'urest limestone !e'osits. .o!ay the 'lant
'ro!uces 233 thousan! tonesGannum of the Jthe 'refect international
$hiteK cement. :y the year 2333-D,this ca'acity is ex'ecte! to rich to a
033 thousan!5tonesGannum mark.
.o!ay the $hite cement in!ustry faces t$o major com'etitors L1.% <hite
cement an! :irla <hite. -long $ith it the kerela $hite cement is another
com'etitor $ith the )ran! name .ra+ancore cement /t!.
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- minor share of sales (99M) of $hite cement is !e+ote! to institutional
selling ('aint manufacturing, tiles manufacturing) an! a)out ?@Mselling is
to the retailers.
.he in!ustry sales figure for the 'ast 95year of Delhi in!icates an u'$ar!
tren! in sales.
In )et$een, some other com'anies also entere! into the 'ro!uction of
$hite cement. #ihon #iman /t! $as one of them. .hey installe! the unit
at &otan, ca'acity )eing 4,33,333 M.G7ear an! they ha+e colla)orate!
$ith #ihon of 1a'an. .hen at Por)an!er in &ujarat, Himalayas ement
om'any $ith )ran! name Hanse also entere! into 'ro!uction.
:ut -, #ihon, Hansa etc are no$ close! !ue to some or the other
reason. #o$ in In!ia there are three com'anies 'ro!ucing $hite cement
i.e. 1.%, :irla an! .../.
1.%. an! :irla are the market lea!ers an! ./ is confine! to southern
In!ia market only. .hese com'anies are not only catering to In!ia>s
!eman! )ut also ex'orting to countries like :angla!esh, #e'al, Srilanka,
Singa'ore an! Mi!!le 6ast
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CONS!R-C!)ON A!ER)AL AND E/-)0EN!
CEEN!

In!ian cement in!ustry, a lea!ing manufacturing su)5sector in In!ia,
entere! ane$ era after the !econtrol in 4BA2 an! total free market in
4BAB, ahea! of the li)erali*ation era in the country.
.he in!ustry has 'ile! u' o+er the year a total ca'acity of 430 mn .P-
$ith 43? large an! me!ian5si*e! 'lants an! a num)er of mini an! small
units. In the 4BB3>s large 'lants ex'an!e! their ca'acities of the mini an!
small 'lants (inclu!ing the $hite cement 'lants) is of the or!er of Bmm
tones.
In!ia has the fourth largest cement cement in!ustry in the $orl!. Its
em'loy 4,93,333 $orkers an! contri)ute! Rs. 20 )n annually in excise to
the go+ernment, let alone other le+ies inclu!ing cor'orate, income an!
sales taxes. .he 'ro!uction reache! the le+el of @? mn tones an! is
antici'ate to a''roximate 4335mn5ta' mark )y the turn of the century.
.he 'ro!uction of larger 'lants increase! from ;? mn tones in 4BB35B4 to
@3 mn tones in 4BB?5B@, re'resenting an increase of o+er 03M. .he
'ro!uction of small an! mini 'lants touche! ? mn tones.
-t 'resent the !eman! seems to )e lagge! )ehin! su''lies $ith the
result that the 'rofita)ility of the in!ustry has )een im'acte!.
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.he re!uction in the custom !uty on non5coking ole an! the excise on
HDP6 )ags in the 4BB?5B@ union )u!get 'ro+i!e! some relief to the
in!ustry. .he hikes in rail fright an! the 'rice of !iesel cou'le! $ith the
im'act of 'rice !e'ression in the latter half of 4BB?5B@ an! the im'osition
of minimum -lternate .ax (M-.) re!uce the le+el of 'rofita)ility further.
.he outlook for 4BB@5BA a''eare! a )it more encouraging. .he further
re!uction in the customs !uty on im'ort of non5coking ole to 43M ga+e
a glimmer of ho'e. Ho$e+er, the !e'ressi+e con!ition 'ersists in the
in!ustry. South $as not much affecte! earlier. De'resse! con!itions
ha+e !e+elo'e! in the south as $ell.
In!ia>s shares in international tra!e in cement remain small. .he a)solute
,uantum has, ho$e+er, seen a rise from 9,?3,333 tones in 4BB45B2 to
2.@mn tones in 4BB?5B@.In fact, the latter le+el $as a clim)5!o$n from
9.2 mn tones achie+e! in the 'rece!ing year $hich is ex'laine! )y
higher !omestic !eman!. -)out @3M 3f In!ian ex'orts are targete!
'rimarily at the neigh)oring countries, #e'al, :urma, Singa'ore an!
=-6. Some ,uantities are ex'orte! to the Mi!!le 6ast an! -frica.
.he ex'orts are constraine! )y ,uality, 'rice an! infrastructure facilities.
.he a)sence of )ulk han!ling for loa!ing an! unloa!ing at the 'orts
!elay shi'ments. .here are goo! 'ros'ects for ex'orts to the 6ast an!
-frica countries.
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:asic infrastructure facilities continue to 'lague the in!ustry.
.rans'ortation an! its cost is a major 'ro)lem. Due to $agon shortages
the in!ustry>s !e'en!ence on rail$ay has come !o$n to 03M. .he o$n5
your5$agon scheme, $hich ha! )een intro!uce! )y the rail$ays, has
faile! to attract the in!ustry. Haulage )y roa! o+er long !istance,
ho$e+er, is not cost5effecti+e.
-nother )ottleneck is coal. It is not only the ,uantum of su''ly, )ut the
,uality of coal is also a major constraint. It is un!erstoo! that the in!ustry
is getting only a)out 43 mn .P- against its re,uirement of o+er 40 mn
tones annually. .his has let to im'orts an! o'en market 'urchases.
.here has )een an attem't )y the cement com'anies to ac,uire
coalmines, $hich along seems to )e the ans$er. :ecause of the high
ash content, it>s im'erati+e that coal $asheries are set u'.
/ike coal an! trans'ortation, another )ottleneck is 'o$er su''ly. .he
in!ustry meets as much as 40M of its re,uirement of 'o$er from ca'ti+e
'lants. <hat is $orse, the 'o$er su''ly from the utilities is erratic an!
su)5stan!ar!. It is not only the 'o$er5 she!!ing )ut also +oltage
fluctuations, $hich affect the o'eration. Since cement 'ro!uction is a
continuous 'rocess, the erratic 'o$er su''ly is a major 'ro)lem.
Packaging has also )een ma!e into a 'ro)lem area for the in!ustry,
thanks to the jute 'ackaging -ct, 4BA@. .he in!ustry $ants to 'ack the
'ro!uct in HDP6 )ags, small ,uantities in 'a'er )ags, )ecause of the
go+ernment>s insistence at the instance of the jute in!ustry, it is o)ligate!
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to use jute )ags for 'ackaging 03M of its out'ut. 1ute is technically
unsuita)le for 'acking cement on account of its hygrosco'ic nature an!
;M to 0M see'age, $hich results in a loss of a huge ,uantity of cement.
-nother 'ro)lem is arising out of the concern for ecological 'rotection.
Stringent measures are )eing taken to 're+ent 'ollution. 6,ui'ment likes
electrostatic 'reci'itators (6SP), the glass )ag house (&:H) an! the
Re+erse51et :ag filters ha+e )een installe! $hich ha+e ena)le the 'lant
to 're+ent 'ollution. .he nee! for further technological im'ro+ement is
clearly in!icate!.
.he cement 'lants ha+e come to )e concentration in JclustersK in states
like Ma!hya Pra!esh, %arnataka an! .amil5#a!u. .hese clusters
account for aroun! ?3M of the total 'ro!uction.
onsum'tion in the $estern *one !ecline! )y ?M against the 'ro!uction
gro$th of 49M. on+ersely, the southern *one recor!e! one 'ercent
!ro' in 'ro!uction $hile consum'tion increase! )y @M. In northern
region, against a consum'tion gro$th of 44M, 'ro!uction rose )y 49M.
6astern region continue! to ha+e the !eficit. Ho$e+er the 'ro!uction
increase! )y 0M against consum'tion gro$th of 44M.
.he 'ro!uction has )een ex'an!ing at the rate of a)out AM to 43M. =n
each of the year since 4BB35B4, the 'ro!uction ex'an!e! at the rate of
@M to 44M annually (exce't in 4BB25B9). .he !eman! in the ninth 'lan
'erio! is ex'ecte! to gro$ at BM 'er year. It is 'rojecte! that gro$th is
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Comprehensive Study of White Cement Among Retailers in Delhi
/ikely to )e sustaine! at AM 5 if not BM 5 o+er the tenth 'lan 'erio! an!
the !eman! is likely to reach 40A mn .P- )y 233? L 233@.
.he country>s 'resent 'er ca'ita cement consum'tion is aroun! @4 kg
com'are! to the $orl! a+erage of 203 kg an! of the !e+elo'ing
countries, of 403 kg. .hese )enchmarks sho$ the 'otential for further
gro$th. .he infrastructure sector in attracting huge 'ri+ate an! foreign
in+estment for mega 'roject such as irrigation, 'o$er, roa!s, 'orts,
rail$ays, )ri!ges, housing ()oth in rural an! ur)an area). .hese $ill
re,uire large ,uantities of cement.
-gainst the estimate! ca'acity a!!ition of 4;mn ta' !uring 4BB?5B@, the
$ork ha! starte! only on A mn .P- in 4BB?5B@.- tally of 'roject ex'ecte!
to )e com'lete! )y the year 2333 sho$s that 'rojects in+ol+ing
in+estments of the or!er of Rs AA3 )n are in the 'i'eline. .he <estern
region seems to ha+e a share of 9;M, sourthen;3M, northern ?M an!
the central region @M. .he cement in!ustry shoul! )e a)le to achie+e its
target of ca'acity ex'ansion.
.he in!ustry has $itnesse! a major technological change $ith its
im'ressi+e mo!erni*ation 'rogramme. .he !ry 'rocesses has re'lace!
age ol! $et 'rocess to extent of o+er A3M. .he cement in!ustry $as one
of the first to set u' a research organi*ation, the national council for
cement an! )uil!ing materials (#:M). It is foun!e! through the le+y of
cess on the in!ustry.
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$-S)NESS S!ANDARD
CEEN!)NG !+E '-!-RE
.he In!ian cement in!ustry has )ecome increasingly attracti+e to foreign
firms. .he (rench major, /afarge, set the )all rolling $ith its ac,uisition of
.IS8>S an! Raymon!>s cement 'lants. - :ritish com'any, :lue ircle,
is re'orte!ly ac,uiring century>s cement ca'acity. -n! an Italian firm,
Italcementi, is going in for a join +enture $ith *uari in!ustries to run its
existing cement 'lant. .his interest from a)roa! comes at a time of large5
scale restructuring of the in!ustry through a series of mergers an!
ac,uisition in recent months. .he in!ustry is clearly mo+ing to$ar!s a
structure in $hich a han!ful of large !omestic 'layers $ill go hea! to
hea! against the intentional giants.
:oth !eman! an! su''ly factor are res'onsi)le for the restructuring. -t
the core of international interest in the In!ian cement market is the
enormous long term 'otential for gro$th in consum'tion. Data for the late
4BB3s sho$ that In!ia>s 'er ca'ita cement consum'tion $as less then
433 kg, com'are! $ith a $orl! a+erage of 'er ca'ita &DP. It 'lateaus off
in the !e+elo'e! countries. International 'ro!ucers are thus face! $ith
stagnant markets in their home countries, an! ha+e to look to the
!e+elo'ing $orl! for their gro$th. In!ia is clearly a long $ay off from the
'lateau, an! 'romises to make large in+estments in infrastructure, all of
$hich $ill re,uire large ,uantities of cement. In a!!ition, as income
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Comprehensive Study of White Cement Among Retailers in Delhi
le+els rise, a larger an! larger 'ercentage of the 'o'ulation $ill )e a)le
to affor! concrete housing. (rom a cement 'ro!ucer>s 'ers'ecti+e, In!ia
'resents a +ery rosy future in!ee!.
-s attracti+e as the 'ros'ects are, the com'etiti+e 'ressure is going to
)e intense. :eing a largely un!ifferentiate! commo!ity, 'remiums are
!ifficult to comman!. om'etiti+eness is almost entirely )ase! on cost
control. .he only source of market 'o$er is location, $ith res'ect to ra$
materials an! markets. ement is a trans'ort intensi+e commo!ity, so
the country>s inefficient trans'ort system allo$s 'ro!ucers to ex'loit
some limite! local mono'oly 'o$er. onsoli!ation through mergers is
!ri+en )y )oth these consi!erations. /arger scales of o'eration lea! to
lo$er a+erage cost, an! the ex'ansion strategy is )ase! on entering
markets, $hich affor! some market 'o$er.
In fact, it is the im'ortant of location that makes takeo+ers the more
attracti+e +ehicle for entry into the In!ian market. - ne$ 'lant $ill cost in
the range of NA3 to NB3 'er tonne of ca'acity. .his is not su)stantially
more than $hat the international firms are $illing to 'ay for existing
ca'acity. <hy not just set u' a ne$ 'lant $ith state of the art
technologyF :ecause technological hasn>t mo+e! +ery much for a $hile,
an! the ne$ 'lant $ill ine+ita)ly ha+e to )e u' in a less attracti+e location
than existing ones. .he higher costs of inferior are not com'ensate! for
)y marginal technological a!+ancement. -lso, cement 'lants a''ear to
)e easily a+aila)le for sale, as many multi5'ro!uct firms $ho !i+ersifie!
into this in!ustry are themsel+es restructuring on the )asis of core
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Comprehensive Study of White Cement Among Retailers in Delhi
com'etence. -ll in all, the cement in!ustry is !emonstrating the +irtues of
com'etenceI rising +olumes, lo$er 'rices an! efficiency )eing re$ar!e!.
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)ND-S!R, O*ER*)EW
CEEN!
.he !omestic cement in!ustry $ith an installe! ca'acity of 44A.B@mn
tones consisting of 43B.B@ mn t'a in large 'lants an! Bmn t'a in $hite
an! mini cement 'lants 'ro!uce! A4.?0 mn tones of cement !uring
(7BB. 8r!inary Portlan! cement 8P (@3.?M of total 'ro!uction),
Po**olona Portlan! cement or PP (4B.9M) an! cement slag (43M) are
the major cement +arieties manufacture! )y !omestic in!ustry In!ia 'er
ca'ita cement consum'tion is )elo$ that in other !e+elo'ing countries.
:eing one of the core sector in!ustries, it has close linkages $ith the o'
gro$th rate.
.his in!ustry $as one of the $orst affecte! )y the economic slo$!o$n
!uring the last 259 year. Deman! gro$th slo$e! !uring (7B@, (7BA an!
(7BB, after ('ericencing) a ro)ust gro$th !uring (7B?. .he In!ian
cement in!ustry is sensiti+e to !eman! fluctuations cause! )y housing
sector, $hich account for nearly ?3M of !omestic cement consum'tion.
(Infrastructure (23M) an! in!ustry account for the rest). onsum'tion of
cement )y housing sector $as affecte! !ue to slo$!o$n !ue to the
slo$!o$n in+estment in this sector. .he infrastructure sector also coul!
not 'ro+i!e the much5nee!e! im'etus for gro$th an! resultI the cement
in!ustry $itnesse! a )a! 'atch !uring the last three year.
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.he !eman! for cement has starte! looking u' in (72333, mainly on
account of economic reco+ery. :ut the cement market has starte! getting
com'etiti+e. (or exam'le, in Mum)ai, $hich is major cement aroun! 93
!ifferent )ran!s of cement are a+aila)le an! the com'etition is intense.
In such a com'etiti+e market, only inno+ati+e selling i!eas $oul! ensure
higher +olumes an! high 'remiums. -s a result, niche market 'ro!uct
(cement ma!e a+aila)le in !ifferent +arieties of colours), 'ackaging
inno+ation (em'hasis on )ulk cement terminals) an! +alue a!!ition
(forays into rea!y mix concrete )y major 'layers) are increasingly
)ecoming the marketing tools of cement com'anies.
/ike (7BA, (7BB $as also a )a! year for year for the cement in!ustry as
'rices starte! !eclining after reaching a )rief 'eak aroun! 8cto)er.
Su)stantial ca'acity )uil! u' cou'le! $ith a !ecline in flo$ of fun!s in
infrastructure relate! 'rojects acte! as s'oils'orts. De'resse! !eman!
acte! as a !eterrent to em)arking on significant ca'acity ex'ansions )y
@ cement majors !uring the year. It is only !uring C2(7BB that major
'layers starte! announcing ex'ansion 'lans, efforts aime! at
consoli!ation of existing ca'acities are ex'ecte! to hel' the in!ustry
further reco+er from the crisis in the me!ium term.

)ND-S!R, S!R-C!-RE
.he cement in!ustry can )e classifie! )ase! on technology, 'ro!uction
ca'acity an! geogra'hical !is'ersion.
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!e%hnology1 2 cement is manufacture! )y suing the, semi!ry, or !ry
'rocesses. .he $et 'rocess $as 'o'ular in the 'ast as it 'ro+i!e! )etter
control o+er the ra$ materials mixing 'rocess. Ho$e+er, the !ry 'rocess
has no$ gaine! 'o'ularity glo)ally )ecause it is s'ace sa+ing, energy5
efficient an! an! economical.
Geographi%al1 2 clusters of cement 'lants are locate! in region, $hich
are rich in limestone !e'osits.
0rodu%tion %apa%ity1 5 cement 'lants $ith a ca'acity of unto 3.9 mn
tones 'er annum are classifie! as mini cement 'lants an! $ill )e eligi)le
for concessional excise !uty. .hought the minimum economic si*e of a
cement 'lant is 4mn .P-, there are o+er 433 mini cement 'lants in In!ia
$ith a collecti+e ca'acity of only 0mn .P- (only @M of the total !omestic
installe! ca'acity). Most of the ne$ cement 'lants )eing set u' ha+e a
ca'acity of 4 mn .P- or more.
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)ND-S!R, D,NA)CS
.he in!ustry is characteri*e! )y mature! an! sta)le technology $ith only
minor im'ro+ements taking 'lace o+er the year. -lthough, there is some
amount of )ran!ing $hich fetches a small 'remium, it is more of a
commo!ity 'ro!uct an! corres'on!ingly the financial +ia)ility 'rofita)ility
of a unit !e'en!s on o'erational efficiency ()oth manufacturing an!
marketing) a'art from the general !eman!5su''ly e,uation in the region.
&i+en the )ulky nature of the 'ro!uct an! resultant high freight cost, it is
economical to sell in a small ra!ius of the 'lant location. Regional su''ly
im)alances affect the reali*ations an! margins of the 'lant. =ne+en
ca'acity ex'ansions ha+e intensifie! these im)alances in the in!ustry.
Significant ca'acity a!!ition in northernGcentral an! $estern In!ia
resulte! in an o+er su''ly 'ro)lem !uring 'ast cou'le of year, south,
$hich $as hitherto a fairly insulate! region, has starte! facing the
'ro)lem of o+ersu''ly )ecause of ne$ ca'acities installe! in the region
o+er the t$o year.
&i+en the )ulky nature of the 'ro!uct an! resultant high freight cost, it is
economical to sell in a small ra!ius of the 'lant location. Regional su''ly
im)alances affect the reali*ations an! margins of in!i+i!ual 'lant.
=ne+en ca'acity ex'ansions ha+e intensifie! these im)alances in the
in!ustry. Significant ca'acity a!!ition in northernG central an! $estern
In!ia resulte! in an o+er su''ly 'ro)lem !uring 'ast cou'le of years,
$hich $as hitherto a fairly insulate! region, has starte! facing the
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'ro)lem of o+ersu''ly )ecause of ne$ ca'acities installe! in the region
o+er the last t$o years.
Im'orte! cement !oes not form a threat to the In!ian 'layers, mainly on
account of the freight rate in+ol+e! in trans'orting cement. .he country
$here In!ian com'anies like &ujarat -m)uja cements limite! ex'ort their
'ro!uct are locate! near In!ian shores an! these inclu!e :angla!esh,
#e'al, Srilanka, =-6 an! Mauritius. Similarly, the countries that can
ex'ort their 'ro!uct to In!ia are almost the cement sur'lus countries
ha+ing an access to the seas. .hese inclu!e mainly the 6ast -sian
countries ha+ing an access to the seas. .hese inclu!e mainly the 6ast
-sian countries ha+ing an access to the seas. .hese inclu!e mainly the
6ast -sia countries. .he cou'le of years $itnesse! some of the lo$est
cement 'rice, $hich actually acte! as a ca' )eyon! $hich im'orte!
cement coul! not )e sol!, thus making sales in In!ian markets
un'rofita)le to o+erseas ex'orters an! sa+ing the !omestic in!ustry from
im'orts.
COS! AND 0RO')!A$)L)!,
ement is a 'o$er intensi+e in!ustry. #early 423k$h of 'o$er is
re,uire! to 'ro!uce one tonne of cement. =nits em'loying mo!en
technology an! )etter5cost management strategies like &-/ ha+e
re'orte! a 'o$er consum'tion of B? %<HG.onne in financial year 2333.
Most of the ne$ 'lant using the !ry 'rocess ha+e )een a)le to im'ro+e
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the energy efficiency an! enjoy a com'leti+e e!ge o+er $etGsemi!ry
'rocess )ase! 'lant. Moreo+er, cost )ase! 'lants are a)le to im'ort lo$
ash content coal, there)y resulting in lo$er 'ro!uction cost. -lthough,
the lan!e! cost of im'orte! coal is generally higher than !omestic 'rice,
the 'er coal cost $orks out much chea'er. Po$er accounts for nearly
4?M of total o'erating costs of cement in!ustry. Hence, a+aila)ility of
sta)le an! continuous 'o$er su''ly is of critical im'ortance to the
'rofita)ility of in!ustry.
.he relia)ility of 'o$er from that su''lie! )y state electricity )oar! is
'oor in major cement 'ro!ucing states an! this ha''ens to )e a major
cause of concern for most of the cement manufacturing. (or exam'le,
state like MP, -P, Rajasthan an! %arnataka ha+e 'o$er cut of 90M5;3M
for more than ?5A month of the year. .hus, com'anies ha+ing lo$
!e'en!ence on 'o$er su''lies )y S6:s ha+e a com'etiti+e a!+antage.
-s a result, the cement in!ustry has starte! trying to insulate itself from
+agaries of 'o$er su''ly )y setting u' ca'ti+e thermal 'o$er 'lants
accounte! for o+er 99M of total cement 'ro!uction in financial year 4BBB.
(reight at 42540M of sale, accounts for a significant 'art of total
ex'enses. -)ility to control this )y selling a larger 'art of the 'ro!uction
in a small ra!ius ensures higher net reali*ation. =nrelia)le rail trans'ort
has resulte! in the increasing 'ro'ortion of cement )eing trans'orte! )y
roa! (;3M) as on (7BB. the share of rail !is'atches in cement trans'ort
has !ecline! from 09M in (7B9 to ;3Min (7BB. .he ;3M !iesel 'rice
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hike announce! in 8cto)er BB $ill further increase the fright cost for
cement com'anies can ho'e to 'ass on the increase in in'ut costs to
customers. ost of trans'ortation coal from mines to the 'lant is another
major cost com'onent. .o o+ercome increasing freight cost, some of the
cost5)ase! com'anies ha+e starte! using $ater trans'ort. Prominent
among these are &ujarat -m)uja cement an! In!ia cements. .hough
this in+ol+es initial ca'ital ex'en!iture on ac,uiring shi' an! installing
jetties, the o'erating cost are almost half of roa! trans'ort.
'-!-RE O-!LOOK
In!ian cement in!ustry is at 'resent 'assing through a major structural
change an! consoli!ation through mergers H ac,uisitions has )ecome
the or!er of the !ay. -s a result, the cement in!ustry has seen some
serious restructuring efforts in the recent 'ast. (or exam'le, $hile the
$hole of -sia sa$ a)out 40 merger H ac,uisition !eals in cement
in!ustry !uring Decem)er 4BBA to 1une 4BBB, (exclu!ing In!ia), In!ia
alone $itnesse! a)out B !eals. <hile ac,uiring alrea!y existing cement
unit is rea!y 'referre! for it>s atten!ant a!+antages, +aluations amongst
units that are sol! !ifferently. (or exam'le, $ell manage! an! relati+ely
'rofit making cement units like Rassi an! .isco cement $ere sol! at a
'rice of a)out N@35N@0 'er tonne, $hereas, loss making Mo!i cement
an! Shree Dig "ijay cement $ere sol! for as lo$ a 'rice as N905N;0 'er
tonne.
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.he minimum economic si*e of a cement 'lant is going u' in In!ia an!
increasingly, the a!!ition in cement ca'acity is likely to come from
ex'ansion of existing ca'acities an! ne$ 'lants from $ell esta)lishe!
existing 'layers. &lo)al cement majors ha+e ma!e as In!ia $ith (rench
cement /afarge taking o+er the cement units of .isco. 8ther cement
com'anies that are seeme! to )e intereste! in In!ian market are :lue
circle of =.% an! Hol!er )ank. Major cement manufacturers across the
glo)e an! their relati+e 'ositions are as follo$s.
- focus on more +alue5a!!e! 'ro!uct like Rea!y Mix cement (RM) is
also emerging. RM is a com'oun! in $hich san!, gra+el, a!!iti+es an!
$ater are a!!e! to cement an! sol! as rea!yma!e concrete. ement
'ro!ucers an! )enefit from RM 'ro!uction as it in+ol+es lo$ ca'ital
ex'en!iture. .he cost of setting u' a 433 metric cu)e 'er hour 'lant in
the range of Rs @3 to B3 mn. <hile the central go+ernment has !eclare!
a *ero excise !uty on RM, the Maharashtra state go+ernment has
ma!e it man!atory to use RM in construction of all the (lyo+er. <ith
these measures, the total RM consum'tion is ex'ecte! to touch ?M of
total cement ca'acity in next four years. .o ta' this existing 'otential,
lea!ing cement manufacturers in the country like /H. an! - ha+e
alrea!y announce! their 'lans to ex'an! their 'lans to ex'an! their
RM ca'acities in coming years.
.he se+eral a!+antages of site5mixe! concrete inclu!e sa+ing in s'ace
at a construction site greater element of automation an! 'recision in
concrete mixing, a much higher ,uality an! more consistent uniformity,
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an increase! stan!ar!i*ationI an! s'ee! $hich is almost 43 times faster
as com'are! to site mixe! concrete.
#ext cost cutting measure a''ears to trans'orting )ulk cement. .his
metho! of cement trans'ortation is 'referre! )y cement manufacturers
as it results in lo$er 'ackaging costs, hence lo$er !emurrage costs. -t
'resent cement is 're!ominantly sol! in 03 kg )ags. :ut the 'attern
a''ears to )e changing as cement manufacturers ha+e increasingly
starte! selling cement in )ulk, es'ecially in cities $here the construction
acti+ity is at its 'eak. .he rea!y mix concrete 'lants currently use most
the cement sol! in the )ulk. ement consume! in )ulk coul! hel' sa+e
a)out Rs. 443 'er tonne (Rs. 0.03 'er 03 kg )ag) com'are! to the use of
con+entional )ags. -roun! the $orl!, almost A3M of the cement
trans'ortation is carrie! out in the )ulk from. .his is )ecause of the
atten!ant 'ro)lems like ina!e,uate infrastructure in the form of 'lot
facilities an! lake of timely a+aila)ility of $agons from the rail$ays.
ement 'ackaging costs account for nearly ;M of total costs for a
cement manufacturer.
In!ustry 'layers ex'ect the !eman! to gro$ at aroun! 42M in financial
year 2333. .he task force for the cement in!ustry set u' )y the go+t of
In!ia. It has also in!icate! that the !eman! in the #inth Plan Perio! is
likely to gro$ at ?M to AM annually till financial year 2332. &o+ernment
)uying, $hich use! to account for almost 20M of total consum'tion, is
!o$n to an estimate! 40M. (urther, no major in+estment for ca'acity
a!!ition $as announce! !uring financial year 4BBB an! ex'ansion 'lans
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announce! )y major 'layers recently $ill take some time to materiali*e.
Hence on an a+erage, the current fiscal is ex'ecte! to see a suita)le
!eman! su''ly situation. In the union )u!get 2333, go+t announce!
major 'olicy !ecisions to 'romote housing sector, $hich is likely to )oost
!eman! !uring the next fiscal.

CEEN! -N)!S !OLD !O 'OC-S ON 0ACKAG)NG3
$-LK !RANS0O!A!)ON
.he !irector general (Roa!s), Minister of surface trans'ort, Mr. Prafulla
%umar has aske! the cement in!ustry to focus its attention to$ar!s
'ackaging an! a!o't )ulk trans'ortation in +ie$ of the economy in+ol+e!
in the 'ro'osition.
Mr. %umar sai! this $hile inaugurating the seminar on Jcement concert
roa! -rteries of the 24st centuryK organi*e! )y the cement
manufacturers association here on <e!nes!ay.
-''reciating the gro$th registere! )y the cement in!ustry, he sai! that
increase in 'ri+ate sector consum'tion of cement 'oints to an all5roun!
!e+elo'ment in the ne$ era of li)erali*ation. He also o)ser+e! that that
su''ly to go+ernment, the largest cement consumer accounting for o+er
0B 'ercent of cement !eman! in A3s, has !ecline to 23 'ercent. -s hea!
of the high$ay organi*ation, he sai! that the main high$ay coul! utili*e a
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su)stantial ,uality of cement if concrete 'a+ement is constructe!. He
further a!!e! that concrete 'a+ements )ase! on life cycle costing. He
cite! exam'les of the =S, &ermany an! S$it*erlan! $here the concrete
roa! forme! a su)stantial 'ercentage of the total roa! net$ork.
He further informe! the gathering that )rea! thought has alrea!y )een
consi!ere! for Delhi5 Mathura an! Mum)ai5 Pune ex'ress$ay.
J<ith a!e,uate !issemination of kno$le!ge a)out the technology, its
su'eriority an! economic +ia)ility, the country coul! ex'ect to $itness
more an! more concrete roa! in the 24
st
century an! users $ill rea' the
)enefit of the technologyK.
ement in!ustry $ill rise to the occasion to 'ro+e that the 're!iction
ma!e )y the $orl!>s recognise! institutions that In!ia is set to )ecome
the secon! largest economic 'o$er in the $orl! next to china only in the
next !eca!e, )ecomes a reality.
In his keynote a!!ress, Mr. -.D.#arain, former Director5 general (Roa!),
minister of surface .rans'ort, state! that mo!ern technology an! use of
fly ash in the concrete roa! construction can )ring !o$n the initial
!ifference in the cost )et$een concrete an! )ituminous roa!s to just
aroun! 23 'ercent an! that the excess cost of concrete o'tion is easily
reco+ere! $ithin four to fi+e years from the sa+ing in maintenance.
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Mr. #arian 'ointe! out that a'art from high$ays an! ex'ress$ay, +illage
roa! $oul! also )e i!eally suite! for concreting.

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DEPRESSED CEMENT PRICES EAT AWAY
PRODUCTON GAINS
After a much published hue and cry over the up trend in the fortunes of the
cement industry, latest reports filtering in suggest that even though the situation
is better than the previous year, it will take some more time to pop the
champagne as cement prices continue to remain depressed.
According to the latest data released by the Cement Manufactures Association
(CMA), the total cumulative production between April ecember !""" has
increased by !#.$ per cent %#.&! million tonnes (mt) from '#.&% mt during the
same period last year. (owever, the dispatches have not kept pace with the
growth as seem from the rise of only !%.&# per cent from %#.%) mt for the first
nine months of the current fiscal to '#.&# mt during the same period in the
previous year.
(owever, cement prices remain subdued with average prices being the same as
that ) * years ago, with some places in eastern +ndia seeing prices being the
same as that almost # years ago, says , -arthasarathy, .ecretary general, CMA.
/his is also seen from the fact that one of the largest players in the industry
ACC ltd. turned up losses for the first nine months of the current fiscal even
though production went up.
(owever, the good news is that with an installed capacity of !!0.)# mt as on
ecember !""", the industry has thus managed to notch up a capacity utilisation
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of "!.0" per cent for the first nine months of the current fiscal as compared to
1ust #0.!' per cent for the period fast year.
/he is striking improvement over the near #' per cent capacity utilisation that
the industry had for si2 straight years in running with the year !""% "# even
witnessing capacity utilisation levels as low as #$.# per cent.
/he downtrend in prices can be traced to the economic depression and also the
capacity e2pansion done by the industry, which led to supply outstripping
demand since the past few years. +n fact while the industry saw an average
growth of &.' per cent between !""! "$ and !""#3"&, capacities rose from %!
mtpa to the !!0.'! mtpa during the same period. 4n the other hand, dispatches
grew at a low rate of #.$ per cent during the period, which resulted in stagnation
in poor capacity utilisation.
+n fact, domestic consumption saw a rise of 1ust %.# per cent from !""! "$ to
!""# "& as a result of the slow demand, even as companies tried to make up
for this dismal performance by increasing e2ports which grew by almost *0 per
cent during the same period.
/he ma1or factor that could be traced directly responsible for the slow growth
was the regional imbalances present in the industry. 5hile south and 6orth +ndia
account for over three fourth of the total capacity, the latter leads in terms of
consumption with a share of over )% per cent. /his is followed by .outh +ndia
with $& per cent. 5estern +ndia with $) per cent and 7ast +ndia with !) per cent.
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5hile the year !""& "" saw a growth of !) per cent in terms of production in
6orthern +ndia, the south and west saw a growth of only seven and five per cent
respectively. 4n the other hand, the eastern region saw production levels go
down by as much as eight per cent.
5hile nearness to the raw material sources determines profitability, the nearness
to the market and also to the available rail road facility determines transport
cost which in many cases becomes one of the ma1or cost factors.
+n fact, due to this anamoly, inter regional movement of cement at a low cost
determines profitability of the company. /his movement by the companies to the
markets has in turn led to the emergence of two corridors, namely the north east
corridor and the south west corridor.
5hile post !""* saw a huge surge in capacities in 6orthern +ndia, including
states of 8u1arat, Maharashtra with plants of 9: Cement, -rism Cement, 9 ;
/ Cement and 8u1arat Ambu1 being set up, the .outhern region remained
neglected due to the absence of large deposits of limestone. /his is turn led to
prices remaining high over there while in 6orth and 5estern +ndia, prices
remaining high over there while in 6orth and 5estern +ndia, prices actually
dropped.
/his is turn attracted fresh capacity in .outhern +ndia after !""% !""#, which
in turn led to down trend in prices in the entire country. 5ith cement industries
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using continous process, economies of scale mean plants of smaller capacities
became unviable, thus sparking off a spate of mergers and ac<uisitions.
As cement industry is a capital intensive industry, the high capital cost further
led to high break even levels and this in turn led to cement companies
compromising on margins or profitability levels and in turn maintain a certain
level of production.
Many companies who were not able to do so went into the red while 8reenfield
cement pro1ects of e2pansion pro1ects went into the back burner due to poor
market sentiment of cement companies in the stock market and banks = financial
institutions.
As a result of this severe recessionary climate, cement companies went into a
severe cost cutting drive, dropping unnecessary e2pansion plans and focusing
on increasing margins by tapping newer markets and pushing high margin
products like blended cement, white cement, ready mi2 o concrete etc. /his
strategy seems to have paid off and has separated the stragglers from the
performers.
/hough it is e2pected that the demand supply mismatch would correct itself in
two three years time, problems on account of high coal costs, interior <uality of
coal and high power costs remain issues that need to be addressed to poor power
supply and rising cost of electricity supplied by the .tate electricity >oards
forced over one fourth of the total production to be done using captive power
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generated. (owever, with be recement increase in diesel prices, manufactures
have been hit further.
?-resently there is too much capacity chasing too little demand. (owever, the
thrust of the government towards housing, infrastructure, roadways is going to
have a good effect on the industry once the process starts rolling,@ he said.
Aeeping these developments in mind and the streamlining done by the industry
in this sector, a growth of " !*0 per cent is possible for this industry, summed
up Mr. -arthasarthy.
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CEMENT SHARES IN LIMELIGHT
C7M76/ shares stole the limelight on the bourses riding piggyback on
sustained buying in the cement sector and the set of a good monsoon in many
parts of the country.
+ndustry analysts said that mirroring an over all industrial revival, cement
production in the country has postered a handsome #.' per cent increase to &.&)
million tonnes in Bune $000 as against &.$! million tonnes produced during the
same period last year.
ispatches, including e2ports, surged &.&# per cent to &."% million tonnes as
compared to &.$) million tonnes in the corresponding period of the previous
year.
According to cement manufacturers association (CMA), cement production
during the first <uarter of the current fiscal increased 1ust over four per cent to
$'.*% million tonnes as against $*.*% million produced in April Bune !""".
ispatches in first <uarter of $000 0! grew by '.$" per cent to $'.%* million
tonnes as compared to $*.)' million tonnes in the same period last year.
Month on month cement production grew $.#" per cent to &.&) million
tonnes in Bune $000 over &.'" million tonnes produced in the previous month
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5hile dispatches increased ).#% per cent to &."% million tonnes, up from &.%*
million tonnes in May $000.
+n the !""" $000 budger certain measures were announced to boost
construction activity in the housing sector. /hese were initiatives announced,
like repealing the Crban 9and Ceiling ; ,egulation Act, ta2 holidays for
housing pro1ects with built up area below !,000 s<uare feet and built before
March )!, $00!, and increases in depreciation benefits on housing investments
for employees from $0 to *0 per cent. >anks were also permitted to invest ) per
cent of incremental deposits into housing finance against !.' per cent earlier.
.he cement in!ustry has se+eral features, $hich make it a 'rime target
for merger an! ac,uisitions acti+ity. 8n is the regional nature of the
market, $hich means that com'anies alrea!y esta)lishe! in one region
ha+e to ac,uire or set u' )ases in other regions if they are to gro$.
-nother is the fact the nature of the commo!ity makes the !omestic
market a 'rotecte! one. (oreign majors $anting a share in the country>s
cement cake ha+e therefore other to set u' &reenfiel! ca'acity or to
ac,uire other 'lants.
(rance>s /afarge S- has alrea!y ac,uire! t$o cement com'anies from
.ata Iron an! Steel om'any /t!. an! Raymon! /t!. in the 'ast se+en
months. Italy>s italcementi is 'lanning a joint +enture $ith Ouari In!ustries
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an! is examining other alliances or ac,uisition an! Mexico>s emex is
also in talks $ith In!ian firms.
(ollo$ing the u'turn in the cement in!ustry !uring 4BBB L 2333, major
cement com'anies announce! their intention to in+est in ne$ 'rojects.
-s of May 2333, there $ere 0? cement 'rojects entailing an aggregate
in+estment of Rs. 49,2@3 crore. -n a!!itional cement ca'acity of 9;
million tonnes is en+isage! o+er the next fi+e L six years of these, 23
'rojects $ith an in+estment of Rs. ;,A32 crore $ere currently un!er
im'lementation. .hese 'rojects aim to install 4; million tonnes of
ca'acity o+er the next t$o years. .he )alance 9? 'rojects, $ith an
aggregate in+estment of Rs. A,9?A crore, $ere in the !ra$ing )oar!
stage.
- Share 'rice of -, the largest cement 'ro!ucer has starte! its
u'$ar! March an! close! at Rs. 42B.;0 on the :om)ay Stock 6xchange
(:S6) on (ri!ay. .he share 'rice mo+ing u' from a lo$ of Rs. B?. .he
marker men are ho'eful of )etter $orking in the first ,uarter of 2333 L
34.
- sli''e! !ee' into re! $ith a loss of Rs. 0A.00 crore for the year
en!e! March 2333, against a 'rofit of Rs. 0?.A; crore in the 're+ious
year. #et sales increase! to Rs. 2,@?3.33 crore u' from Rs. 2,?3B.3?
crore, $hile total income rose form Rs. 2,@;@.;; crore to Rs. 2,A4A.??
crore !uring 4BBB.33. 8ther income !ro''e! shar'ly from Rs. 424.B;
crore to Rs. 09.4B crore. .he com'any>s o'erating 'rofit )efore interest,
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
!e'reciation an! non L recurring items fell )y 4B 'er cent to Rs. 242.A?
crore !ue to the shar' !ro' in 'rice realisation.
Ho$e+er, !es'ite a se+ere 'rice !e'ression $hich a!+ersely affecte! its
'erformance. - is ho'eful that the 'rices $ill take an u'turn soon.
- has a com)ine! manufacturing ca'acity of 44.;4 million tonnes.
.he com'any currently has one cement 'roject an! three cement clinker
'rojects un!er im'lementation $ith a total in+estment of Rs. ?;3.03
crore. .he com'any is setting u' a t$o million tonne cement 'lant at
<a!i in %arnataka $ith an in+estment of Rs. 003 crore. .he 'roject is
sche!ule! to )e commissione! in 1une 2334. .he com'any recently
recei+e! clearance from the %arnataka go+ernment to set u' t$o more
cement 'rojects in the state. .he first 'roject en+isages setting u' a Rs.
93 crore fly ash )ase! cement 'lant at Raichur. .he 'lant, $ith a
ca'acity of 0 lakh tonne 'er annum, $oul! utilise clinker from the
com'any>s <a!i 'lant an! $oul! 'ro!uce cement $ith fly as major in'ut.
GACL1 .he most 'rofita)le cement com'any &ujarat -m)uj ement
/t!., share 'rice also close! higher at Rs. 24A.20 on the :S6 as
com'are! to Rs. 23A.33 on .hurs!ay.
GACL.s cement sales in May $ere to @.??.3A3 tonnes, u' 42.2 'er cent
from ?,A2,0A3 tonnes in the same month last year. .he grou'>s cement
out'ut in May $as @,@9,933 tonnes, u' 49.4 'er cent from ?,A9,??3
tonnes last year.
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Comprehensive Study of White Cement Among Retailers in Delhi
GACL is no$ in the 'rocess of setting u' a t$o million tonne &reenfiel!
cement unit in Maharashtra $ith an in+estment of aroun! Rs. 033 crore.
:esi!es, these &reenfiel! units, $hich $ill increase o+erall ca'acity )y
four million tonnes, the com'any is also ex'an!ing its existing ca'acity in
&ujarat from three million tonnes to four million tonnes at an estimate!
cost of Rs. 433 crore.
:uoye! )y the 40 'er cent gro$th in cement !is'atches in BB L 33, the
com'any is 'rojecting a !ou)le L !igit gro$th in the cement in!ustry in
the coming years.
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Comprehensive Study of White Cement Among Retailers in Delhi
CEEN! 1 ON WEAK 'O-NDA!)ON SE! 'OR
CONSOL)DA!)ON
.his time last year stocks of the cement in!ustry $ere on a roll. .he
num)ers for -'ril 4BBB sho$e! +olume year on year gro$th of o+er 23
'ercent. Such gro$th, it $as ex'ecte!, $oul! im'ro+e the !eman!
su''ly )alance as also the 'ro!ucer 'ricing 'o$er o+er a 'erio!. <ith a
su!!en rene$al of market fancy for stocks from the economically
sensiti+e sectors, the cement scri'ts came to the fore. :ut jest 42
months later, the story a''ears to ha+e change! consi!era)ly. -s the
accom'anying gra'h sho$s, cement stocks ha+e !ecline! 'reci'itously.
- far cry from the highs of late 4BBB. In the last $eek of Decem)er 4BBB,
the :usiness /ine ement in!ex (&ujarat -m)uja, -, In!ia ements,
Ma!ras ements an! :irla or') touche! a high of 2,9A3 'oints. .his
$as a 223 'er cent rise since the last $eek of -'ril 4BBB $hen the )ull
'hase starte!. :ut since then, as cement earnings !i! not match
ex'ectations, there has )een a shar' !ecline in the scri' 'rices. .he
cement in!ex lost ?? 'er cent from the highs, an! since (e)ruary 2333
also un!er 'erforme! the market after )eing an!out 'erformer> for close
to six months.
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Comprehensive Study of White Cement Among Retailers in Delhi
.he )ull 'hase $as tri''e! )y the a)sence of 'rofit gro$th to match the
sales gro$th es'ecially in +olume terms (See accom'anying storyE 'rice
tren!s, he cul'rit).
So, is the cement story o+er for the momentF 8n fun!amentals, that
$oul! seem so, though some stocks $oul! kee' ticking on the 'ros'ect
of ac,uisition. .he consoli!ation 'rocess may gather a'ace e+en as
cement stocks look largely set for a rather 'oor 2333 L 2334.
BIG PLAYERS IN CONSOLIDATION MODE
.he 'rocess of ac,uisition L le! consoli!ation that starte! $ith small
units t$o year ago has no$ entere! a stage $here e+en control o+er
some )ig names seems in +arious !ou)t. 8ne tren! the last three
months is of more M#s, that ha! shie! a$ay a fe$ years ago, sho$ing
interest in the In!ian market. .he ac,uisition acti+ity $oul! )e the key
!eterminant of the emerging structure as also of the likely sur+i+ors an!
long L term $inners in the 'rofita)ility games.
/afarge, the first M# entrant, is on the 'ro$l for ca'acities. #ota)le is
the kin! of 'rices it has )een $illing to 'ay for these ca'acities. -fter
forking out Rs. 003 crores for the .ata Steel ca'acities. -fter forking our
Rs. 003 crores for the .ata Steel ca'acities in 4BBA L BB, it has no$
signe! u' to 'ick u' Raymon!>s ca'acities for ca'acities in 4BBA L BB, it
has no$ signe! u' to 'ick u' Raymon!>s ca'acities for Rs. @?3 crores.
.he 'er tonne 'rice 'ai! )y /afarge has )een amongst the highest.
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Comprehensive Study of White Cement Among Retailers in Delhi
-s a glo)al 'layer $ith !ee' 'ockets, higher entry costs seem to no
'ro)lem for /afarge. .here is the 'ossi)ility of its )uying u' a fe$ more
'lants to match the ca'acities of the extant majors L In!ia ements,
/arsen an! .ou)ro, &ujarat -m)uj ements an! &rasim in!ustries.
<hether this $oul! fetch attracti+e enough returns o+er the long term is
another matters altogether. 6s'ecially, as it has ha! to 'ay Pa)o+e L
a+erage> 'rices for the ac,uisitions. 6,ually, the lea!ing 'layers,
es'ecially &ujarat -m)uj ement, are keen on 'reser+ing their turf.
Since it has consistently ha! )etter cash flo$s an! o'erating efficiencies,
in a )attle among In!ian 'layers, there is little !ou)t that &ujarat -m)uj
$oul! ha+e emerge! #o. 4 on all key areas, inclu!ing ca'acities o+er a
three fi+e L year 'erio!.
:ut $ith the coming in of /afarge an! the 'ossi)le entry of ement.
ements (rancais, the ltaclementi grou' an! :lue ircle "ictor, $hich
ha+e )etter access to resources an! the staying 'o$er, the in!ustry
scene has change!. .he mo+es of Ouari In!ustries shoul! gi+e some of
the ne$er entrants a si*ea)le ca'acity an! esta)lishe! market 'resence.
.o ensure that it retains its !ominant 'osition, an! also as a strategic
mo+e to stall the M#s $alking a$ay $ith -, &ujarat -m)uj 'ai! a
hefty 'rice of Rs. 9@3 'er share to ac,uire the 'romoters stake (that of
the .atas) of aroun! 4;.2 'er cent. .hough the issue of o$nershi'
control of - is )y no means settle!, if &ujarat -m)uj can hol! on to its
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Comprehensive Study of White Cement Among Retailers in Delhi
most recent )uy, it may as a grou' ($ith o'erations in the in!ustry
share! $ith -m)uj ement In!ia) control aroun! 20 'er cent of the
market in a cou'le of years time. .his $oul! ensure that it coul! take on
the likes of /afarge an! other )ig 'layers $ithout )eing han!ica''e! on
the ca'acity front.
MORE CONSOLIDATION AHEAD
.he consoli!ation 'hase is )y no means o+er as yet. If this fiscal turns
out to )e !ifficult for the in!ustry, es'ecially on 'rofita)ility front, ,uite a
fe$ cement units, $ith ca'acities of one L t$o million tonnes, are sure to
go on the cho''ing )lock.
.his ha''ene! in 4BB@ L BA $hen major cement stocks languishe! on
floun!ering fun!amentals an! small cement com'any stocks ha! a goo!
time on the 'ros'ect of takeo+ers.
- similar 'rice 'attern for the rest of 2333 L2334 can )e ex'ecte! $ith
select small cement com'any stocks mo+ing out of line $ith
fun!amentals in antici'ation of a takeo+er.
In the earlier 'hase, ,uite a fe$, such as #arma!a ement, Shree Dig
"ijay ements, Dharani ements, Mo!i ements, Sri "ishnu ements
an! Rassi ements, $ere ac,uire! )y )igger 'layers. More recently,
Ouari In!ustries an! Raymon! ha+e also !i+este! the $hole or 'art of
their )usinesses.
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Comprehensive Study of White Cement Among Retailers in Delhi
CHANGES AT TOP
learly, the ca'acities that are changing han!s are gra!ually increasing.
:arring a fe$ select 'layers, it is !ifficult to see units less than three
million tonnes sur+i+ing an! making goo! 'rofits o+er a 'erio!.
<ith the slo$!o$n in !eman! across the )oar! an! lo$ 'rices in the
!rought5hit -n!hra Pra!esh, &ujarat, Ma!hya Pra!esh an! Rajasthan,
smaller units may fin! the going tough.
.hese States account for )ulk of the cement ca'acities an! in all these
markets, al least one, if not more, of the )igger 'layers has a 'resence. If
the latter go for market share an! as they ha+e no nee! to )e in informal
arrangements $ith the smaller 'layers, ,uite a fe$ units from the key
cement L 'ro!ucing States may go the takeo+er $ay.
.he 'rocess $oul! also )e !ri+en )y the fact that just four com'anies
In!ia ements, &ujarat -m)uj ements, &rasim In!ustries an! / H . L
control o+er 02 'er cent of the in!ustry ca'acity. .his 'ercentage shot u'
!ramatically in the last t$o L three years )ecause of ac,uisitions an! the
commissioning of &reenfiel! units )y these com'anies. 1ust three years
ago, the to' fi+e units accounte! for aroun! 23 'er cent of the ca'acities.
Such a !ramatic change in the in!ustry structure cannot )e $ithout
im'lication for other 'layers.
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Comprehensive Study of White Cement Among Retailers in Delhi
If these four $ith /afarge an! Ma!ras ement gain a )igger share, the
'ressure coul! )uil! on the smaller units e+en $ithout any in!ustry L
le+el negati+es. In this )ack!ro', it is clear that o+er a t$o L three year
'erio!, the in!ustry may $ell )e !ominate! )y ten 'layers L one or t$o
M#s an! some !omestic 'layers.
.he may )e no room for the smaller 'layers, )y $ay of catering to
niches, gi+en the in!ustry>s characteristics. Some niche segments trie!
out )y com'anies such as #i)on #irman an! In!ian Rayon ($hite
cement) ha+e en!e! in the re!, an! )usinesses of the kin! are either
!o$n an! out or 'art of other cement majors. .his high le+el of
consoli!ation has serious im'lications for in+estments, )oth long an!
short term (see story on in+estment outlook), in the in!ustry>s stocks.
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Comprehensive Study of White Cement Among Retailers in Delhi
)N*ES!EN! O-!LOOK 4 A )5ED $AG
onsoli!ation $ith )igger 'layers accounting for a larger of the market
an! its im'licationsI slo$er !eman! gro$th than last year I continuation
of the sluggish 'rice tren!s of the last three L four years I continue!
stress on 'rofita)ility an! earnings gro$th I 'ossi)ility of units $ith
smaller ca'acities going into the re! an! some of them )ecoming
takeo+er targets I the entry of M#s $ith !ee' 'ockets )ut not
necessarily assure! of making money L all these factors $ill im'inge
u'on the +aluation of stocks in the cement in!ustry in the next cou'le of
years.
In this context, ho$ !oes the sector look from an in+estment
'ers'ecti+eF .ill last <e!nes!ay $hen the In!ian Meteorological
De'artment announce! that a country coul! ex'ect 49
th
successi+e
normal monsoon, cement in!ustry stocks $ere on a stea!y !ecline.
8nce the met announcement came, the scri'ts looks IP, !ri+en )y the
ex'ectation of a goo! monsoon an! ha+ing one may not )e enough to
sustain +aluations in the sector as the last year>s ex'erience sho$e!.
&i+en that the !eman! L su''ly situation is still title! in fa+our of the
latter an! the consoli!ation that is un!er$ay, the stocks on offer can
)e!e+ile! into t$o )roa! categories.
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Comprehensive Study of White Cement Among Retailers in Delhi
8ne, com'anies $ith a strong outlook in the in!ustry an!, t$o, the
takeo+er 'layers. In the secon! category, the in+estment $oul! largely
ha+e to )e of a s'eculati+e nature. .his necessarily means a higher le+el
of risk. :ut the short5term 'ay offs can )e attracti+e as sharehol!ers of
com'anies such as Rassi ement, Shree Dig+ijay ement an! #arma!a
ement foun! out in the last t$o years.
<ith com'anies such as /afarge $illing to 'ay a hefty entry 'remium,
takeo+er L !ri+en in+esting may seem 'rima facie attracti+e. :ut the
!o$nsi!e risk can also )e stiff if some of the P one or t$o million tonnes
ca'acity> units get into the re! an! hea! of :I(R $ay. .hen there may )e
little in such !eals for in+estors as sharehol!ers of Mo!i ement (no$
-m)uja ement 6astern) foun! out.
0art of a Whole1 :ut $here the cement )usiness is 'art of a !i+ersifie!
entity, there may )e little in any sale acti+ity for the sharehol!ers. (or
instance, com'anies such as .ata Steel an! Raymon! ha+e exite! the
cement )usiness or are !oing so. .hese are more in the nature of asset
sell L offs $here the cash inflo$s are likely to )e 'loughe! into other
)usinesses.
In the case of .ata Steel, though the cement !i+ision sale G fetche! Rs.
003 crores, no s'ecial !i+i!en! $as 'ai! from this inflo$. .he cement
)usinesses of com'anies such as .ata hemicals, entury .extiles,
%esoram In!ustries an! :irla or' may all fall into a similar category.
Ho$e+er, ex'osures in such stocks may )e continue!, as 'rices ten! to
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
mo+e u' if there is a $hiff of a !eal e+en if sharehol!ers get to 'artici'ate
!irectly in the cash flo$s.
.he cement )usinesses of all these com'anies are likely to get in+ol+e!
in the consoli!ation 'rocess sooner or later. :ut $hether the )enefits
$oul! flo$ the $ay of sharehol!ers is !ou)tful. So, if at all, any segment
of stocks $ill offer takeo+er L !ri+en )enefits to in+estors, it $ill )e the
'ure cement com'anies $ith ca'acities of one to t$o million tonnes. .he
risk not $ithstan!ing, sharehol!ers of com'anies such as Prism
ements, Shree ement, Priya!arshini ements, Mangalam ement
an! 1ai'rakash In!ustries can stay in+este!.
)ndustry 4 Spe%ifi% Options1 Ho$e+er, from a me!ium to long L term
'er L s'ecti+e, the num)er of stocks $hich can )e consi!ere! from an
in+estment 'ers'ecti+e is extremely small. In!ia ements, &ujarat -m)uj
ements, Ma!ras ements an! t$o !i+ersifie! com'anies L /arsen H
.ou)ro an! &rasim In!ustries L are the only ones on offer. - common
factor is that all these com'anies, $ith the exce'tion of Ma!ras
ements, ha+e ca'acities of close to 43 million tonnes.
.hese are the stocks that one has to look at in terms of fun!amentals for
cement sector ex'osures. - is a glaring omission, )ut any +alue in the
stock may lie only )ecause of the likely changes in o$nershi' an!
control, the stakes of &ujarat -m)uja ement not$ithstan!ing.
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Comprehensive Study of White Cement Among Retailers in Delhi
:ase! on fun!amentals, &ujarat -m)uja ements continues to )e the
)est o'tion. :ut the +aluation of its stock may continue to )e $eighte!
!o$n )ecause of its stock may continue to )e $eighe! !o$n )ecause of
its strategic ac,uisition of -. .he !eal to )y out the .ata grou'>s stake
of 4;.2 'er cent at Rs. 9@3 'er share o+er one year is likely to )e goo!
for &ujarat -m)uja strategically.
:ut $ith such a small stake, it hol! o+er the control of - may continue
to )e tenuous an! this state of affairs may 're+ail o+er the next three
years. =nless, of course, it !eci!es to raise its stake through an o'en
offer. .ill either of these ha''ens, the 'ros'ect of hostile offer an! a
counter may strain the cash flo$s of the com'any. .his factor may ca'
the +aluation of the &ujarat -m)uja stock.
In much the same $ay, the !e)t )ur!en )eing taken u' my Ma!ras
ements may $eigh on the stock as the com'any goes ahea! $ith
ca'acity ex'ansion. .he com'any has !eci!e! to 'ursue gro$th )y $ay
of &reenfiel! units an! stay clear of the !e)t route. .he reliance on !e)t
an! internal accruals to )ankroll these exercises suggests 'ressure on
)ottom line gro$th o+er the next cou'le of years. More so, since the
'rofit margins may come un!er 'ressure this fiscal.
In!ia ement has high !e)ts it $ent through a s'ate of ac,uisitions, an!
ex'osures in this stock can )e a+oi!e! for the 'resent. /arsen H .ou)ro,
an! &rasim In!ustries may not )e the )est of o'tions as the fortunes of
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Comprehensive Study of White Cement Among Retailers in Delhi
the other )usinesses may not )e the )est of o'tions as the fortunes of
the other )usinesses may at any 'oint in time act counter to that of the
cement )usiness. :ut existing sharehol!ers can stay in+este! since
these stocks ha+e suffere! shar' !eclines an! $ait for 'rices to reco+er
an! restructuring 'lans to emerge )efore taking a +ie$ on ex'osures in
these t$o com'anies.
.he thrust of any cement sector L oriente! in+estment $oul!, therefore,
ha+e to )eE Hol! an! )uy &ujarat -m)uja an! Ma!ras ements on
!eclines, hol! - for any 'ossi)le Pcontrol> +alue to emerge, a+oi! fresh
ex'osures in In!ia ements an! a$ait restructuring 'lans in &rasim
In!ustries an! /arsen H .ou)ro an! stay in+este! for the 'resent.

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Comprehensive Study of White Cement Among Retailers in Delhi
W+EN W)LL CEEN! +ARDEN6
In!ia is the fourth largest 'ro!ucer of cement after hina, 1a'an an!
=S-. .he installe! ca'acity of cement in the year 4BBB increase! to
more than 442 million tones, out$itting the 'resent !eman!. Housing an!
infrastructure are the only t$o sectors that 'ro+i!e a )oost to the cement
in!ustry to!ay.
ement is a ca'ital L intensi+e in!ustry, .o!ay, it has more su''ly as
com'are! to !eman!, thus resulting in lo$er 'rices. ement 'rices are
so unattracti+e that o+en )reak e+en of the ne$ &reenfiel! 'roject to
manufacture cement $ith these 'rices is not +ia)le. .here are lesser
chances of im'ro+ement in cement 'rices in the near future. -lthough
the go+ernment !oes not ha+e any !irect control on cement 'rices,
almost t$o thir! of the cost of cement Lnamely coal, 'o$er an! freight L
is controlle! )y the go+ernment use! to )uy o+er half of the total cement
sol! in In!ia. Ho$e+er, in the last fe$ years, its consum'tion has
re!uce! su)5stantially.
.o!ay, In!ia is the fourth largest 'ro!ucer of cement after hina, 1a'an
an! =S-. .he installe! ca'acity of cement in the financial year 4BBB has
increase to more than 442 million tones, $hich is more than the !eman!
at 'resent.
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Comprehensive Study of White Cement Among Retailers in Delhi
Housing an! infrastructure are the only t$o sectors, $hich can 'ro+i!e a
)oost to the cement in!ustry to!ay. om'anies that can sa+e on freight
cost, either )y ha+ing 'lants near their markets or ha+ing facilities to
trans'ort )y sea $ill )e $inners. Similarly, cement com'anies ha+ing
their o$n 'o$er generation facilities $ill )e a)le to sa+e only time an!
money, )ut $ill also )e a)le to 'ro+i!e ,uality.
Right no$ there is o+er L ca'acity in the cement in!ustry. .he entry of
/afarge has ma!e things !ifficult for major In!ian com'anies, $hich
earlier forme! a cartel an! !ictate! the 'rice of cement to their
customers. .hus, the o'tions for cement manufacturers are fe$. <hile
mini cement 'lants an! other me!ium si*e! cement units are either
)eing close! or merge!, )igger si*e! units are consoli!ating their
)usinesses an! im'ro+ing 'rofita)ility, either )y ac,uiring other 'lants or
)y cost cutting exercises.
Most of the cement shares may not )e the )est choice for in+estment
to!ay, as their gro$th an! 'rofita)ility in uncertain. #o major 'rojects are
either ongoing or in the 'i'eline. Moreo+er, cement can )e im'orte!
to!ay. Dhiru)hai -m)ani has sho$e! others the $ay )y im'orting
cement for his Reliance Petrol Plant. :ran!ing is another cost factor,
$hich is eating into the 'rofits of cement com'anies. 8nly the most cost
efficient com'anies may )e a)le to gro$. &ujarat -m)uja ement scores
full marks on this account. <e recommen! this share for in+estment at a
'rice of Rs. 23B.
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Comprehensive Study of White Cement Among Retailers in Delhi
In!ia ement>s Srini+asan has consoli!ation his 'osition in the south an!
is )enefiting from higher cement rates. Similarly, consoli!ation through
takeo+ers an! mergers is going on at &ujarat -m)uja an! 'ro)a)ly in
the %umarmangalam :irla grou' as $ell.
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Comprehensive Study of White Cement Among Retailers in Delhi
CEEN! )ND-S!R)ES 7ROAD. !O 0RO')!S
6M6#. 'rices a''ear to ha+e lost their strength, going )y their tren!s
in recent months. In the Mum)ai market, 'rices in #o+em)er an!
Decem)er last year $ere static at Rs. 4?4. 'er 03 kg )ag, shar'ly !o$n
from Rs. 4@4 'er )ag in 8cto)er 4BBB. #ot only this, 'rices $ere also
!o$n from the year ago le+el of Rs. 4?; 'er )ag.
.here are +arious reasons for the sluggish 'rices, )ut t$o are mot
im'ortant. (irst, there is too much cement floating aroun! $hich the
're+ailing !eman! is not a)le to a!sor) an! small cement 'lants are
un!ercutting )ig )rothers.
Secon!, the ex'ecte! rise in !eman! has not materiali*e!, thanks to the
slo$ 'ick L u' in infrastructural sector. 8ff take )y the tra!itional market
)uil!ing H construction in!ustry is also static.
-ccor!ing to - %. #aik, chief executi+e officer an! managing !irector,
/arsen H .ou)ro /t!., the cement in!ustry has )een 'assing through a
+ery !ifficult 'erio! since the last t$o years !ue to !eman! L su''ly
mismatch.
In the com'any>s annual re'ort for 4BBA L BB, #aik state!E P:ecause of
ra'i! )uil! u' of the ca'acity in the last 0G? years, su''lies ha+e )een
more than the !eman! an!, therefore, 'rices all o+er the country ha+e
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Comprehensive Study of White Cement Among Retailers in Delhi
)een un!er 'ressure. -t the same time, the in!ustry $as )ur!ene! $ith
increases in in'ut costs. .he situation $as further aggra+ate! )y the
crisis in South L 6ast -sia.
Ho$e+er, #aik has +isuali*e! the future $ith o'timism. He felt the !ifficult
situation $oul! im'ro+e soon since no ne$ cement 'lant ha+e )een
or!ere! in the last t$o years an! also the !eman! is ex'ecte! to get a
)oost !ue to +arious 'ro+isions in the 4BBB 5 2333 )u!get $hich
encourages housing an! infrastructure !e+elo'ment.
Signs of this ha+e )een +isi)le, )ut not to the extent !esira)le. :ut the
in!ustry is still gearing u' to raise 'ro!uction. -ccor!ing to !ata
'u)lishe! )y the enter for Monitoring In!ian 6conomy (MI6), cement
'ro!uction !uring the nine months (-'ril L Decem)er) 'erio! of 4BBB L
2333 totale! @2;.?3 lakh tones, sho$ing a 40.A? 'er cent in crease o+er
the out'ut of ?20.;3 lakh tones in the same 'erio! of 4BAB L BB.
If the 'ro!uction tren! is maintaine!, aggregate cement 'ro!uction
!uring the current fiscal year coul! easily out'ace that recor!e! !uring
4BBA L BB $hich itself $as 0.@3 'er cent u' at A@B.33 lakh tones.
(ortunately the cement in!ustry has succee!e! in maintaining high le+el
of !is'atches, $hich ha+e registere! a )risker gro$th rate than the
'ro!uction. -t ?@?.?3 lakh tones !is'atches !uring the ten5month 'erio!
sho$e! almost 4@ 'er cent increase from 0@A.@4 lakh tones !is'atche!
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
a year ago. During the 're+ious fiscal year (4BAB L BB) !is'atches $ere
?.A0 'er cent higher at A4A.44 lakh tones.
Part of the reason the cement 'lants are maintaining higher rate of
!is'atch is that this $ay they are a)le to sa+e on in+entory maintenance
costs $hich ha+e )een 'asse! on to the stockiest. :ut this situation
cannot last for long an! a+enues ha+e to )e foun! for increasing cement
consum'tion in ne$ areas.
8ne exciting o''ortunity in the concreti*e! roa!s segment $hich the
a'ex )o!y of the cement com'anies, ement Manufacturers -ssociation
(M-), is stri+ing har! to 'enetrate.
oncreti*e! roa!s an! concreti*e! 'a+ements in+ol+e use of massi+e
amounts of cement $hich ha+e to the trans'orte! in )ulk a that )rings
out the nee! for fin!ing suita)le )ulk trans'ortation system o+er a longer
!istance. - lot $oul! !e'en! on ho$ ,uickly the entral go+ernment an!
state go+ernments release fun!s for conretisation of national high$ays.
oncretisation of high$ays, 'a+ements are consi!era)ly chea'er than
the )ituminous counter 'arts )ase! on life L cycle costing, accor!ing to
Prafull %umar, !irector general (roa!s) in the ministry of surface
trans'ort.
He 'ointe! out at a recent seminar on Pement oncrete Roa!s L
-rteries of 24
st
entury> that a )reakthrough ha! )een ma!e in national
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
high$ays as conretise! 'a+ements $ere )eing consi!ere! for Delhi L
Mathura an! Mum)ai L Pune ex'ress$ays.
<ith a!e,uate !issemination of kno$le!ge a)out the technology, its
su'eriority an! economic +ia)ility, the country coul! ex'ect to $itness
more concrete roa!s in the 24
st
century an! the users $ill rea' the
)enefits of the technology, he sai!.
.hat cement com'anies are looking at the o''ortunities in the roa!
construction $ith great o'timism is e+i!ence! )y the fact that )ig 'lants
ha+e 'lanne! to increase 'ro!uction to o+er 433 million tones in the
current year com'are! to B2 GB9 million tones in 4BBB.
-ccor!ing to R. Parthasarthy, secretary general, M-, use of cement in
roa! construction alone $ith raise the !eman! )y t$o million tones 'er
annum. Increasing !eman! in this sector has alrea!y im'ro+e! the
ca'acity utili*ation of cement 'lants )y 43 'er cent in the 4
st
three
months to a)out B0GB? 'er cent.
(or the long L term !e+elo'ment, of course, the cement in!ustry has
su)mitte! a long list of !eman!s for fiscal reliefs to the finance minister.
Deman!s inclu!e continuation of s'ecific rates of excise !uty, increase in
im'ort !uty on cement from ;0.? 'er cent to 00.? 'er cent to check
chea' im'orts, !uty free im'ort of coal e,ui+alent to 433 'er cent to
ex'orts an! extensions of mo!+at )enefits for ca'ti+e mines an!
machinery.
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Comprehensive Study of White Cement Among Retailers in Delhi
CO0AN, 0RO')LE
1.%. <hite ement $orks is a !i+ision 1.%.Synthetica /t!. It>s hea! office
is at %amla .o$er, %an'ur an! the 'ro!uction unit of $hite cement is at
otan. Distt. #agaur in Rajasthan.
1.%. <hite ement $orks starte! 'ro!uction in 4BA;. .he $hole 'lant
an! machinery an! e,ui'ment>s $ere im'orte! from MGs (./. Smi!th H
o. of Denmark, $ho are $orl! lea!ers in $hite cement an! it>s
technology. .he 'ro!uction unit is at &otan in Rajasthan. (or $hite
cement the main ra$ material is limestone, $hich shoul! )e a su'erior
,uality in In!ia 'urest limestone is a+aila)le from &otan lime stone
mines. .his is 'erha's the main reason for setting u' of 'ro!uction unit
in &otan.
1.%. market share stan!s at more then 030, $hich means e+ery secon!
)ag sol! in In!ia is of 1.%.
.o maintain $hite 'erfection, 1.%. <hite cement ha+e installe! for the
first time in $orl! (=OO7 /8&I PR86SS 8#.R8/ S7S.6M -#D
C=-/I.7 8#.R8/ :7 D5R-7. CD is fully com'uteri*e! chemical
su'er+ision an! control system, $hich co+ers the +arious 'rocessing
stages of cement 'ro!uction )ase! on D5Ray s'ectrometer techni,ue
'ro+i!ing accurate analysis of chemical com'osition.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
1.%. <hite cement has )een a$ar!e! $ith IS8E B332 certificate for its
,uality management system stan!ar! a''lica)le to manufacturing an!
sale of $hite cement )y /loy!>s Register ,uality assurance.
B?.B@ 2;@@B M.
B@.BA 2@;03 M.
BA.BB 2B4;0 M.
.he entire manufacturing acti+ity right from the grin!ing of the grin!ing of
the limestone to 'acking the cement is controlle! )y the most
so'histicate! com'uteri*e! technology calle! J(u**y /ogicE
1.%. <hite cement $ith it>s a!+ance! technology an! high gra!e an!
chemically 'ure ra$ materials, free from colouring im'urities make it
strikingly $hite. - stringent Cuality control measure gi+es an u''er han!
to 1.%. <hite ement from others in ,uality. Hence it is once among the
fe$ to )e certifie! )y /RC- (/atest Cuality Management System) 5 a
lea!ing organi*ation in the fiel! or ,uality assurance.
.he uni,ue features " of the 'erfect international $hite cement as 'er
ISE A3;2 5 4BAB (:SE 4254BB4, -S.ME L 40354BAB)
.he only $hite cement in In!ia 'ro!uce! $ith com'uteri*e! %ilns
control.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
.he 'erfect $hite cement $ith no colouring im'urities.
Stronger $ith exclusi+e features of ra'i! har!ening.
.o!ay the $hite cement in!ustry in In!ia faces t$o major com'etitors L
1. %. <hite cement, an! :irla $hite cement. -long $ith it the %erela
$hite cement is another com'etitor $ith the )ran! name .. . /.
- minor share of sales (99M) of $hite cement is !e+ote! to institutional
selling ('aint manufacturers tile manufacturers) an! a)out ?@M selling is
to the retailers. 1. %. market share stan!s at more than 03M, $hich
means e+ery secon! )ag sol! in In!ia is of 1. %.
Sales 0erforman%e in Delhi
Sl8
No8
,ear Sales in
Delhi 9!:
4. B? L B@ 2;@@B
2. B@ L BA 2@;03
9. BA L BB 2B4;0
;. BB5 2333 42A20
0. 2333 L 2334 A924
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
CM 0102 i. White Cement
Deman! Pa"t # $%t%&e
Yea& M.
!""03"! !"0,000
Ma&'et G&()th Rate"
!""!3"$
!""$3")
!"")3"*
!""*3"'
!""'3"%
!""%3"#
$0",000
$)0,000
$'),'00
$#",000
)0#,000
))&,000
1**0+*1 + 1**,+*-
10.1.
1**,+*- + 2001+02
1/.0.
2001+02 + 200,+0-
10.*.
!""#3"&
!""&3""
!"""300
$00030!
$00!30$
)&&,#00
**#,000
'!*,000
'"0,000
%&0,000
.ensitivity Coefficient '.);
$00%3%# !,)%#,*00
Market Structure
Market segmentation
Segment Share 9;: Lead 0layers
6orth
7ast
5est
.outh
)'
!0
))
$$
Company .hare (D)
BA 5hite Cement
+ndian ,ayon
/ravancore 5hite
)0
%!
0"
Leading $rands
BA 5hite, >irla 5hite
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
CM0101ii. White Cement
Deman ! Pa"t # $%t%&e
Yea&
Mm M.
!""03"! *'.&
Ma&'et G&()th Rate"
!""!3"$
!""$3")
!"")3"*
!""*3"'
!""'3"%
!""%3"#
'0.'
'0.#
'*.$
'&.)
%*.*
#0.0
!""03"! 3 !""%3"#
#.)D
!""%3"# 3 $00!30$
&.*D
$00!30$ 3 $00%30#
&.'D
!""#3"&
!""&3""
!"""300
$00030!
$00!30$
#%.0
&$.0
&".0
"#.0
!0'.0
.ensitivity Coefficient '.);
ar<et Stru%ture
P&(%1t 2a&itati(n
$00%3%# !'&.0
/ype
.hare (D)
4-C (4rdinary -ortland) #0
--C (-ortland -o2alona) !&
>:. (>last :urnace .lag) !!
4therE
.,C (.ulphate resistant)
+,./*0 (,ailways .tandard)
4ilwel
9ow heat
.pecial cement
ar<et Stru%ture
ar<et Segmentation
.egment .hare (D)
6orth $"
7ast !)
5est )0
.outh $&
ar<et $rands
ACC3 4ha5%&ah(3 Cheta'3 D%&6a7%&
2i"h)a'a&ama3 2a5&a"ha't(3 Mani'6a&h3
A5anta man6a8am3 Bi&8a3 Uttam3 Ra5a"h&ee3
2i'&am G&a"im3 Dim(n3 O&ient3 Te9ma1(3
CCI D%n1an3 C8a""i13 D%n1an S7e1ia83 Sa&)a
Sha'timan3 La'"hmi3 :4 Sha'ti3 M%8ti+6%a&3
Na&maa3 San'a&3 L(t%"3 Ram1(3 Hathi Sihee3
HMP3 L#T3 Am;%5a3 Sh&ee3 4(na&'3 Hi&a3
T&i"h%83 :he8%m3 Sha'ti3 Ma8a;a& Hi88"3
P<&ami3 Raa"i3 R(hta"3 A"h('a3 P&i<a3 :P3
M(i = Gini3 2i"hn%3 Shti&am3 D)a&'a3 Se>a8ia3
Tata Stee8.
Lead 0layers
Company Share 9;:
-
:irla
1%
/ H .
&ujarat
-m)uja
4;
2A
9
A
?
;
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
0ROD-C! DE!A)L AND A00L)CA!)ONS
It is a kin! of Portlan! cement conforming to ISE A3;2 L 4BAB an! all
e,ui+alent $or! stan!ar!s, o)+iously it is $hite is colour. Its $hiteness is
!ue to use of highly 'ure ra$ materials. <hite cement is suita)le for all
!ecorati+e an! $hite concrete a''lication.
CON*EN!)ONAL AND )NNO*A!)*E A00L)CA!)ONS O'
(8 K8 W+)!E CEEN!
=8 Conventional Applications:
'OR 'LOORSE 5
)NS)!- !ERRA>>O 'LOOR)NG
Insitu .erra**o (looring is most 'o'ular since ages )ecause of its
)eauty, !ura)ility H economy an! 'ossi)ilities to create unlimite!
+ariety of 'leasing 'atterns, !esigns an! sha'e $ith !esire! colour
scheme.
AN-'AC!-R)NG ? LA,)NG O' OSA)C !)LES
Mosaic tiles are ma!e in hy!raulic 'ress in factories un!er control
con!itions. So these tiles are +ery !ura)le, !ense an! $ater tight
$ith har!$earing surface.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
'OR WALLS1 2
DECORA!)*E WA!ER 0ROO' CEEN! 0A)N!
ement 'aint is a !ecorati+e $ater'roof cement coating in 'o$!er
form a+aila)le in !ifferent colours an! sha!es. It can )e a''lie! )y
)rush or s'ray after mixing $ater an! is use! for 'rotection an!
!ecoration of exteriors of )uil!ings.
0O)N!)NG ON $R)CKS @ S!ONE WORKS
.he filling of joints )et$een the )ricks )y $hite or coloure! cement
is kno$n as 'ointing $ork.
0LA)N 0LAS!ER
Plain 'laster of $hite or coloure! cement is like that of or!inary
Portlan! cement. Mar)le 'o$!er is use! as fine aggregate along
$ith fine mar)le chi's as course aggregate an! colour if re,uire!.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
2. Innovative Application:
'OR 'LOORS1 2
SOL)D )N!ERLOCK)NG $LOCKS W)!+ !O0 LA,ER O' W+)!E
AND @ OR COLO-RED CEEN! 90AR)NG $LOCKS:
Paring )locks are ma!e in factories un!er controlle! con!itions an!
are a+aila)le in +arious si*es, colours, an! !esigns to suit +arie!
a''lication.
E5!RA +EA*, D-!, CEEN! !)LES
.hese tiles are use! for exterior as $ell as interior finishes of $alls
an! floors.
LAND G-ARD EROS)ON CON!ROL 0A*ERS
.hese 'a+ers are )eing use! in an increasing +ariety
en+ironmental engineering a''lication such as 'arking areas
run$ay 'erimeters, +erge 'rotection on roa!$ays etc.
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Comprehensive Study of White Cement Among Retailers in Delhi
'OR WALLS1 2
E50OSED AGGREGA!E 9GR)! WAS+ ')N)S+:
In this finish the aggregate 'articles are em)e!!e! in the 'laster
an! ex'ose! to gi+en a 'ermanent natural an! )eautiful look.
E50OSED AGGREGA!E 9C+)SELED ')N)S+:
In this 'laster the aggregate 'articles are )igger in si*e an!
ex'ose! )y chiseling using chisel an! hammer.
SAND'ACE S0RA, 0LAS!ER COA!)NG
.his is texture! coating $hich can )e a''lie! manfully or )y
machine.
CAS! S!ONE ')N)S+
.his is an imitation stone finish.
0RECAS! CLADD)NG 0ANELS
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
Precast 'anels are joine! together at the construction site to s'ee!
u' construction 'anels are fixe! )y $el!ing.
AGGLOERA!ED AR$LE ')N)S+
oncrete )locks are cast un!er high +i)ration an! com'ression
cure! for 40 !ays an! cut into slices groun! an! 'olishe!.
0RO')LED ')N)S+
In 'rofile! concrete the texture is im'arte! to concrete )y form$ork
)y $hich it is 'lace!.
0RO')LED ? E50OSED AGGREGA!E ')N)S+
.he 'rofile! finish is further treate! in $hole or in art to ex'ose the
aggregate.
3. Miscellaneous Application
GARDEN '-RN)!-RE
0LAN!ERS
'LOWER 0O!S ? O!+ER ORNAEN!AL O$(EC!S
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
D-.- -#-/7SIS -#D I#.6RPR6.-.I8#
=8 Whi%h #rand of "hite %ement do you <eep6
:IR/-
20M
1%
2BM
:8.H
;?M
ANO!E1 Ea%h per%entage has #een sho"n in round figure8
Page #o. 5
1.% <HI.6 0A
:IR/- <HI.6 ;B
:8.H B9
.8.-/ 233
Comprehensive Study of White Cement Among Retailers in Delhi
(rom the a)o+e gra'h it can )e seen that most of the retailers kee's
)oth the )ran!s, (i.e. ;?M), a)out 2BM retailer kee's only 1.%.<hite
cement an! a)out 20Mretailers kee'>s only :irla $hite cement in $hole
Delhi region.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
B8 Whi%h #rand %ustomer as<s mostly6
1.%
43M
:IR/-
2BM
-#7
?4M
ANO!E1 Ea%h per%entage has #een sho"n in round figure8
Page #o. 5
B.A 5(+/7 !"
>+,9A 5(+/7 '#
A6F !$*
/4/A9 $00
Comprehensive Study of White Cement Among Retailers in Delhi
(rom the a)o+e 'ie chat it is +ery clear that the !eman! for any
'articular )ran! is not much. Mostly customers ask for $hite cement an!
it is the retailers $ho influence them. (i.e. ?2M customers )uy 'articular
)ran! )eing in 'rescri)e! )y the retailers. -gain :irla $hite cement>s
!eman! in the market is much higher then 1.%.<hite cement. -)out
2BM customers ask for :irla <hite cement an! only 43M customers ask
for 1.%.<hite cement.
.herefore it is )etter to make retailers ha''y )y gi+ing them gift, an!
much a!+ertisement is also re,uire! for )ran! 'ositioning.
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Comprehensive Study of White Cement Among Retailers in Delhi
9. What ma<e the %ustomer to #uy parti%ular $rand6
PRI6 4A
-..R-.I"6 P-%-&6 3
-"-I/-:I/I.7 @9
C=-/I.7 0@
8MP-#7 &88D<I// 02
.8.-/ 233
PRI6
BM
-..R-.I"6
P-%-&6
3M
-"-I/-:I/I.7
9?M
C=-/I.7
2BM
8MP-#7
&88D<I//
2?M
ANO!E1 Ea%h per%entage has #een sho"n in round figure8
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
.he a)o+e 'ie5gra'h sho$ing the cause $hy the customer )uy any
'articular )ran!. .his is the a+aila)ility in the market $hy customer )uy
'articular )ran! accor!ing to this gra'h their 'ercentage is highest i.e.
9?M in the $hole market.
2BM retailers think ,uality is the main cause. 2?M retailer think )uy any
'articular )ran! for com'any goo!$ill. BM retailer thinks is 'rice is the
cause. .here is no 'lace ha+ing attracti+e 'ackaging their 'ercentage is
3.
Sho$ the main thing $hat the com'any has to !o isE
(I) Strengthen the su''ly chain
(II) Cuality shoul! )e maintain strictly
(III) -n! for )ran! 'ositioning much a!+ertisement is necessary
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
C8 'or "hat purpose %ustomer #uy "hite %ement
(/88RI#& 99
6M6#. <-SH @
M-R:/6 G .I/6S (IDI#& 44@
18I#.S ;9
.8.-/ 233
(/88RI#&
4@M
18I#.S
24M
6M6#.
<-SH
;M
M-R:/6 G .I/6
(IDI#&
0AM
ANO!E1 Ea%h per%entage has #een sho"n in round figure8
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
(rom the a)o+e 'ie L gra'h it can )een seen that mostly 'eo'le (a)out
0AM) use $hite cement for mar)le G tile fixing, 24M to 4@M for joints an!
flooring res'ecti+ely an! a)out ;M 'eo'le $hite cement for cement
$ash.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
D8 What <ind of S%heme do you get from manufa%turer6
-SH ;
&I(. 22
:8.H 99
#8#6 4;4
.otal 233
#8#6
@3M
:8.H
4@M
&I(.
44M
-SH
2M
ANO!E1 Ea%h per%entage has #een sho"n in round figure8
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
.he a)o+e 'ie L gra'h is sho$ing that mostly the retailers $ho are the
influencer of selling any 'articular )ran! are not ha''y, as they !o not
get any ty'e of scheme cash or gift.
-)out @3M retailers say that they ha+e ne+er get any ty'e of gifts or
cash !iscount. .hey sai! mostly the !ealer !on>t gi+e these things to
retailers. -)out 4@M retailers sai! they get )oth ty'e of schemes. 44M
gets some gifts an! only 2M gets cash !iscount.
.o make the retailers 'lease at least they shoul! )e gi+en :oar!s,
Stickers for a!+ertisement, small gifts, etc.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
E8 Whi%h #rand is providing you #est s%heme6
1. %. 4@
:. <. 2B
Same A3
#one @;
.8.-/ 233
#8#6
9@M
S-M6
9BM
:. <.
40M
1. %.
BM
ANO!E1 Ea%h per%entage has #een sho"n in round figure8
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
.he a)o+e gra'h is sho$ing that accor!ing to most of the retailers. #one
1. %. <hite an! :irla <hite is 'ro+i!ing any scheme (i.e. 9@M). -)out
9BM says that )oth are 'ro+i!ing same scheme. <hich means a)out
@?M retailers !i!n>t sai! in fa+our of any o. 40M sai! in fa+our of :irla
<hite. BM in fa+our of 1. %. <hite. -n! again :irla <hite is one ste'
ahea!. .herefore, $e must try to hol! that @?M, $ho are not in fa+our of
any of the om'any.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
F8 Whi%h #rand fet%hes you the good margin6
1. % ?2
:. < 9?
S-M6 432
.otal 233
:. <.
4AM
1. %.
94M
S-M6
04M
ANO!E1 Ea%h per%entage has #een sho"n in round figure8
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
(rom the a)o+e 'ie L gra'h it can )e seen that 04M retailers sai! that
)oth the o.>s are 'ro+i!ing same margin $hich is +ery lo$ for them.
-)out 94M retailers sai! 1. %. <hite is gi+ing )etter margin an! 4AM sai!
:irla <hite is gi+ing )etter margin.
.herefore, it is recommen!e! to gi+e the retailers a little )it much margin
then :irla <hite. <hich can make the retailers 'lease.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
G8 Do advertisement Effe%t !he Sale of White
Cement6
7es 233
#o 3
.8.-/ 233
76S
433M
#8
3M
ANO!E1 Ea%h per%entage has #een sho"n in round figure8
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
(rom the a)o+e 'ie chart its clear that a!+ertisement is +ery much
effecti+e for increasing sale. <hich hel' for )ran! 'ositioning.
.herefore, it is recommen!e! that much a!+ertisement is necessary.
-!+ertisement can )e gi+en in 'erio!icals, -!+ertisement in the $alls,
sign)oar!s, hor!ing, stickers etc. Some a!+ertisement materials like
near sign)oar!, hoar!ings. Stickers etc shoul! )e gi+en to the retailers.
Such effecti+e a!+ertisement $ill hel' to increase the sale.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
H8 0ie Charts sho"ing the popularity of different
#rand of %ement6
A8 North Delhi
1. %. 4AM
:. < 9;M
:8.H ;AM
.8.-/ 433M
$O!+
CG;
$8 W8
IC;
(8 K8
=G;
ANO!E1 Ea%h per%entage has #een sho"n in round figure8
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
.his 'ie chart is sho$ing that in #orth Delhi, Mostly the retailers kee'
)oth the )ran!s i.e. 1. %. <hite an! :irla <hite i.e. ;AM. 9;M kee' only
:. <. ement an! only 4AM kee' only 1. %. <hite cement in #orth Delhi.
1. %>s 'o'ularity is less then :irla <hite in north Delhi.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
$8 South Delhi
1. %. 03M
:. < 4?M
:8.H 9;M
.8.-/ 433M
$O!+
IC;
$8 W8
=E;
(8 K8
DJ;
ANO!E1 Ea%h per%entage has #een sho"n in round figure8
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
In south Delhi region. 1. %. <hite is !oing +ery $ell a)out 03M
retailers kee's only 1. %. <hite. -)out 9;M kee's )oth the )ran!
an! only. 4?M kee's only :. <. cement. .herefore, in South Delhi
region a)out A0M kee's 1. %. <hite cement an! a)out ;BM kee's
:. <. ement. <ell kee' on.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
C8 East Delhi
1. %. 02M
:. < 23M
:8.H 2AM
.8.-/ 433M
$O!+
BG;
$8 W8
BJ;
(8 K8
DB;
ANO!E1 Ea%h per%entage has #een sho"n in round figure8
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
In 6ast Delhi region also 1. %. is !oing $ell a)out 02M retailers kee's
only 1. %. <hite ement. 23M kee's only :irla <hite ement an! 2AM
kee's )oth the cements.
<hich means in 6ast Delhi region a)out A3M retailers kee's 1. %.
retailers an! ;AM retailers kee's :irla <hite ement.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
D. West Delhi
1. %. 43M
:. < 2AM
:8.H ?2M
.8.-/ 433M
$O!+
EB;
$8 W8
BG;
(8 K8
=J;
ANO!E1 Ea%h per%entage has #een sho"n in round figure8
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
=nlike South H 6ast Delhi in the <est Delhi region 1. %. <hite is !oing
+ery )a! only 43M retailers kee's only 1. %. <hite ement. 2AM kee's
:irla <hite ement only an! ?2M retailers kee' )oth the )ran!s.
<hich means @2.40M retailers kee's 1. %. <hite ement an! B3.@0
retailers kee's :irla <hite ement.
Con%lusion1
(rom the region $ise analysis $e fin! that in South an! 6ast Delhi. 1. %.
is !oing )etter )ut unlike these regions in #orth H <est Delhi. :irla <hite
ement is one sto' ahea! to 1. %. <hite.
.herefore, much attention is re,uire! in #orth H <est Delhi.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
43. Preference of <hite ement among the customers
accor!ing to the retailers.
A8 North
1. %. 4;M
:. < 03M
:8.H 9?M
.8.-/ 433M
$O!+
IE;
$8 W8
DJ;
(8 K8
=C;
ANO!E1 Ea%h per%entage has #een sho"n in round figure8
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
In #orth Delhi region 4;M 'eo'le ask for 1. %. <hite ement an! a)out
03M customers ask for :irla $hite cement an! 9?M 'eo'le ask for any
ty'e of $hite cement, $ho )ecomes influences )y the retailers.
.herefore, in #orth Delhi region )ran! 'ositioning has not )een !one
'ro'erly an! it is time to gi+e more attention at that region.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
$8 SO-!+
1. %. 9M
:. < @M
-#7 B3M
.8.-/ 433M
AN,
HJ;
$8 W8
F;
(8 K8
I;
ANO!E1 Ea%h per%entage has #een sho"n in round figure8
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
In South Delhi region customer has +ery lo$ 'reference of any 'articular
)ran! a)out B3M 'eo'le ask for just $hite cement. .herefore, in that
region the retailers are the 'ersons, $ho influence the customers.
.herefore, in that region !istri)ution of gifts to retailers may )e effecti+e.

Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
C8 EAS! DEL+)
1. %. 4?M
:. < AM
-#7 @?M
.8.-/ 433M
AN,
FE;
$8 W8
G;
(8 K8
=E;
ANO!E1 Ea%h per%entage has #een sho"n in round figure8
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
In 6ast Delhi region most of the customers has no s'ecial 'reference of
any )ran!. -)out @?M 'eo'le generally ask for just $hite cement. 4?M
ask for 1. %. <hite ement an! a)out AM 'eo'le as for :irla <hite
ement. Distri)ution of gifts to retailers may again increase sale in that
region.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
D8 WES! DEL+)
1. %. ;M
:. < ;4M
:8.H 00M
.8.-/ 433M
$O!+
DD;
$8 W8
C=;
(8 K8
C;
ANO!E1 Ea%h per%entage has #een sho"n in round figure8
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
In <est Delhi region 1. %. ement 'o'ularity among the retailers is +ery
lo$ $ith res'ect to :. <. ement.
In that region 00M 'eo'le ask for just $hite cement. ;M ask for 1. %.
<hite ement an! a)out ;4M customers ask for :irla <hite ement.
-gain at that region more attention is re,uire!.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
DEAND O' SALL 0ACKS
-mong the !ifferent ty'e of )ags mostly the small 'ackets has )etter
!eman! in the market mainly the 4%g 'acket an! 0%g 'ackets !eman!
stays. Deman! for 43 %g 'ackets is +ery lo$ in the market.
&enerally the small 'acks are use for mar)les or tiles.
INTRODUCTION O$ NEW SCHEME $OR CUSTOMER
Most of the res'on!ents says that intro!uction of ne$ scheme for
customers may increase sale )ecause just ask, for $hite cement so they
may )e attracte! easily to$ar!s gifts. -n! si!e )y si!e some schemes or
!iscount shoul! )e gi+en to the retailer>s )asis of their 'erformance.
After Sale Servi%e
Most of the retailers res'on!e! that they ne+er fin! any 'ro)lem $hich
nee! after sale ser+ice.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
O$SER*A!)ON
4. Poor co+erage )y the stockiest of 1.%. <hite cement.
2. Su''ly of 1.%.<hite cement is not u' to the mark.
9. %han'ur an! its surroun!ing area ha+e some !u'licacy
'ro)lem in the 'ack of 03 kg.
;. 1.%.<hite cement stockiest !o not 'ro+i!e scheme to the
retailers.
0. Retailer nee!s more margin, gifts an! )oar!s.
?. Packing of 43 kg is not goo!.
@. =nfair treatment among )ig an! small retailers.
A. om'etition )et$een !ealers an! non5 !ealers.
B. .here are some 'ro)lem of mixing im'ure things in 1.%.<hite
cement 'acket at Rohini (sec54) area an! Mongal'ure area.
-ccor!ing to some retailers the 'acking is so )a! H that is $hy
these things can )e !one easily.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
43. (e$ retailers in that area sai! that some time they are getting
'acks, $hich are un!er $eight.
44. Some retailers say that there are fe$ retailers $ho sells
1.%.<hite>s 'acket less then recommen!e! 'rice, $hich meant
they are selling something !u'licate.
42. It is o)ser+e! that 1.%.<hite>s a!+ertisement in the market is
+ery less then :irla $hite.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
RECOENDA!)ON
4. Distri)ution channels shoul! )e ma!e more effecti+e.
2. om'any shoul! !o fre,uent +isit to retailers in or!er )uil! goo!
relationshi'.
9. (luctuation in 'rice shoul! )e minimi*e!.
;. Dura)le an! strong 'acking is re,uire!.
0. &ift scheme shoul! )e !istri)ute! e,ually to )ig as $ell as small
retailers.
?. &rie+ance han!ing shoul! )e gi+en 'riority.
@. -ttracti+e scheme shoul! )e intro!uce to in!uce retailers to sale
more 1.%.<hite cement.
A. -fter sales ser+ice shoul! )e 'ro+i!e! to retailers.
B. Du'licacy shoul! )e checke!
43. om'any shoul! increase its a!+ertisement.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
L))!A!)ON
.his re'ort is not the reflection of entire nation$i!e retailers.
ontacting the retailers at !ifferent location of Delhi !eman!e! a lot
of 'hysical $ork an! tra+eling.
-ll the result an! conclusion ha+e )een !ra$n on the )asis of
information 'ro+i!e! )y the retailer>s .It cannot )e !enie! that there
$as a 'ossi)ility a res'onse error.
Some retailers $ere reluctant an! ten! to fitter the necessary
information.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
$)$L)OGRA0+,
1. %. <hite /iterature.
Marketing Management )y Phili' %otler.
Marketing Research )y :eri.
<e) Site of 1. %. <hite ement. ($$$. 1k.$hite.com)
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
NOR!+ DEL+)
Sl8
No8
Name Address 0hone
No8
4. /o+e %ush Sanitary
H Mar)els
: L 294, Sector L I, Rohni @4?;A@4
2. %amalia Sales : L 33G292, Sector 5 I, Rohni @4@0340
9. 8m Prakash AB, 6o$ar!line 5
;. #arula Paints : L ?, Mo!el .o$n. @44424B
0. Mittal Paints G H< : L 9A3, -ja!'ur @490220
?. Payal Paints Shastri #agar 5
@. Sin!h)ani Paints G
H<
Shastri #agar 5
A. Manoj Paints :G4BA, Shastri #agar 9?;443B
B. :ajaj Paints : G?@0, Shastri #agar 9?;4B?@
43. Shakti Paints -549, Main Roa!, :u!h :ihar @B4@33?
44. :ajrang Paints :u!h :ihar @B22AAB
42. Mittal Paints -540, :u!h :ihar @B2429;
49. Shankar Mar)el @, Mangol'ur %han! @B4?;32
4;. Haryana Paints Mangol'ur @B240?2
40. 1aimata Mar)el H
ements
?, Main Roa!, Mangol'ur @4@43?;
4?. 1ain Paints G (,ir
chan!
4;3, Shi+a Market, B@GBA, &. ..
Mar+el Roa!, -ja!'ur
@2922;?
4@. Rajee+ Paints -G43@, Majlis Park @49@A33
4A. :harat Sales an!
HG< store.
Mangol'ur. 5
4B. /axshmi Paints an!
HG<
%ings $ay am' @2;0@92
23. "ijay an! o. Shi+a Market @344B24
NOR!+ DEL+)
Sl8
No8
Name Address 0hone
No8
24. Sharma Paints an!
HG<
Mo!el .o$n @24;3AB
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
22. #a+een Paints an!
HG<
G4A, ommercial om'lex
Mukherjee #agar
@?03AB?
29. Dashmesh Sanitary
<orks
G4B, ommercial om'lex
Mukherjee #agar
@?0B3B2
2;. %a'il Paints Mo!el .o$n L 2 5
20. Raj Paints G H. <. 0B, %ings $ay ame 5
2?. MurliDhal :al!e+ Raj 6!$ar! line %ings $ay cam' @;09?94
2@. -akash Paints B?5-:, &. .. %arnal Roa!
-*a!'ur
@;0B@4A
2A. Ramji Paints an!
sanitary har!$are
Store
-*a!'ur @2;;AB2
2B. :haga$an!as H.<. Shi+a market Ma!hu)an
cho$k
5
93. Singh /al Paints an!
Har!$are store
2?, &. .. Roa!, -*a!'ur @243;2@
94. -nil Paints an!
Har!$are Stores
4?,4@5:, Main Roa! Majlis
Park
@44A24B
92. -ggar$al Paints an!
Har!$are Stores
-5A?G2, Majlis Park @49;B2;
99. Su!arshan Paint P+t.
/t!.
Shi+a Market Ma!hu)an Park 5
9;. olour :ank Pritam Pura Ra$al Market 5
90. -nil :uil!ers Stores 52@, Mo!el .o$n 5 III @;9@?B;
9?. Mittal Sain an! Sons D L 2, Mo!el .o$n. @420494
NOR!+ DEL+)
Sl8
No8
Name Address 0hone
No8
9@. %rishna Paint H.<. H L B, Mango'ur @2@;332
9A. <arang Paints Pitam Pura 5
9B. Sar!ar :uil!ing
Material store
- L A0, Shastri #agar 904BB02
;3. MGs Ram /al an!
Sons
6 L ;0, Shastri #agar 9?04;4;
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
;4. &arg 'aints an! H.< H L BB, MangolPur @2@;@BA
;2. &o'al Paints an!
Har!$are Stores
6 L 0;, Shastri #agar 9?;4949
;9. &oo!$ill Sanitary
Har!$are
Sho' #o. 0, Mangol'ur @B43;B;
;;. Satyam cement Pritam Pura Rama Market 5
;0. -ggar$al Paints an!
Har!$are Store
-GA?, Majlis Park @49;B2;
;?. &oel .ra!ers Mo!el .o$n L 2 5
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
SO-!+ DEL+)
Sl8
No8
Name Address 0hone
No8
4. &oyal ement
-gency
.- L 42, 1ag!am)a Roa!
.ughlaka)a!
?BA0240
?BA?A?;
2. "ikash 6nter'rises .- L 42, Main 1a!am)a Roa!
.ugh ext.
?3A3B;4
?BA;A2@
9. 1ag!am)a! .ra!ers .-500, .uglaka)a! 6xt. ?BA02?0
?BA;A2@
;. Rajesh $ar Dayal
-nil %umar :ansal
2;;, :ansal Market, Deoli
Roa! %han'ur
?BA?B94
?3A@9BA
0. -jay Paints an! H.<.
Stores
.- L 43, .ughlaka)a! ?3@B?29
?. -mar .ra!ers .- L @, 1ag!am)a Roa!,
.ughlaka)a! 6xt.
?3A2;@4
@. -r+in! 6xt. .-5A, B, 43 1ag!am)a Roa!,
.ughlaka)a! 6xt.
?3A?32A
A. Mohin!ra an!
om'any
.- L B9G2, .ug)la)a! 6xt. ?3B9?0?
B. 7a!a+ an! om'any .- B9G2, .ug)laha)a! 6xt. ?3B90?
43. Ramlal an! Sons 115242, DD- (lats %alkaji ?;@A@B0
44. #irman Stores ;09, &o+in!'uri <est, Delhi ?;933@2
42. Ramlal Mohan!e+
%umar
B@9GB, Main Roa! &o+in!'ur
%alkaji
?24;3?@
49. ha!ha :uil!ing an!
Sanitary Stores
43;, ?GB, &o+in!'ur %alkaji ?;2A3?@
?;;@;?B
4;. R. %. Paints an!
Har!$are
4?29G49, Main Roa!
&o+in!'uri, %akaji
?;2A;0B
40. -shok 6nter'rises - L 424, %akaji ?2443@B
4?. :atra Sanitary Stores AG4, -.#.D. ollege Roa!
&o+in!'ur
?2B0343
SO-!+ DEL+)
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
Sl8
No8
Name Address 0hone
No8
4@. Suneja Paint an!
Har!$are Stores
4G4B:, &o+in!'ur ?24932A
4A. "ar!hman Paints
an! Har!$are
24G4, &o+in!'ur %alkaji ?;?;2B2
4B. Multan Har!$are -5@4, Main Roa!, %alkaji ?22A020
23. :oth Decorators 42, #e)sarai ?09;??3
24. "#& 6nter'rises -54; , #e) Sarai ?029493
22. Shree Ram 6nt. Sho' #o. 2, Sai!ullajai)
Ignou Roa!
?0409B2
29. "ishnu Paints 9G2;@, Dakshin'uri 6xt. ?BA@B3A
2;. Dayal Har!$are
Stores
409, %otla Mu)arak'ur ;?0;3?@
20. Delhi Sanitary an!
Har!$are
?, 1ail!ar Market Ignou Roa!,
#e)sarai
?0?A9?2
2?. -ggar$al Har!$are
Stores
-542, Dakshin'uri ?3@?30A
2@. S. R. Sons 0@9, Main Roa!, hirag Delhi ?;9090B
2A. :. /. &argG :hola
6nter'rises
4;4, #e)sarai Roa! ?029BA;
2B. Pankaj "e! Prakash &o+in!'uri ?;;4?B0
93. 1ain .ra!ers .uglaka)a! ?3@2BA3
94. #. %. 6nter'rises M. :. Roa!, Sai!ulaja) #ear
Saket
?A0B?;0
?A09039
92. Singhal .ra!ing o. %han'ur Roa! ?3B329@
SO-!+ DEL+)
Sl8
No8
Name Address 0hone
No8
99. &arg Sales o. . L 4, hirag Delhi ?22B;4@
9;. "a!a+ tra!ers .uglaka)a! 5
90. Shakti, :uil!ing hirag Delhi ?22B;4@
9?. :hola Paint an!
Har!$are Stores
(543B, /aj'at #agar ?B4B;90
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
9@. hugh :uil!ing
Materials Stores
44& L 40, /aj'at #agar ?A93@3;
9A. #eelkanth Sanitary I5A9, /aj'at #agar L II ?A;39BA
9B. Shriram .ra!ers Ignou roa! #e)sarai ho$k ?094020
;3. #e$ &arg 6nter'rise ;, De+li Roa! %han'ur ?3AA;39
;4. %ttinchi Har!$are
Stores
65;00, Dakshin'uri ?3A44@4
;2. Matrika Har!$are H
Paints store
L4, Dakshin'uri ?3@?304
;9. %amal Paints an!
:uil!ing Materials
L 4, A?3 Ma!angir ?BA29;2
;;. Shri Sai Paints 2, Sai!ula Oa), Ignou Roa! ?02?B4@
;0. %alka Sanitary stores -50@, Hamraj Seth Marg,
%alkaji
?;9B2A2
;?. #itin .ra!ing o. AG0, Dakshin'uri 6xt. ?3A@@;9
;@. Multan :uil!ing
house
-5?0, Main Roa!, %alkaji ?;A22B3
;A. %alka Paints an!
Har!$are
( L4, hirag Delhi ?24;33@
SO-!+ DEL+)
Sl8
No8
Name Address 0hone
No8
;B. -jay Paints an!
Har!$are
(54, hirag Delhi ?24229?
03. .an!on :uil!ing
Material
445&G2B, /aj'at #agar ?A93?3@
04. 1ain .ra!ers 2A, Sal!ulaja) M. :. Roa! ?A04;;;
02. Shi+am Sanitary
Stores
.ugla%a)a! L Sho' #o. 40; 5
09. -nan! sanitary
Paints H H.<. Stores
- L 23, De+li Roa!, %ahn'ur
6xt.
?3B943A
0;. Mistu -gencies I54G2 hirag Delhi ?222BA9
00. -gar$al #irman
Stores
R254;AG4, Main 1a!am)a
Roa! .uglaka)a!
?3A0220
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
0?. Shree &anesh 6nt. % L 2A, "illage Sai! Lul5ja)
M: Roa!
?B?;A?B
?3. &o)a 'aints an!
Har!$are
0?4, hirag Delhi ?22?909
?4. &u'ta 6nt. A, Del+i Roa! %han'ul. ?3@0049
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
WES! ? CEN!RAL DEL+)
Sl8
No8
Name Address 0hone
No8
4. Ramesh Paints ;9, :hag$ati Mkt. S$ars$ati
Marg, %arol)agh
0@;;9B@
2. &u'ta Paints an!
H.<. Stores
Payaralal roa! %arol)agh 0@2A?B4
9. Sri "ikas -gency P+t. :54;, &anesh #agar 04@303@
;. :ittoo Paints House 2?B@5BA, Rajguru Roa!,
Pahar&anj. #. D. L 00
9?@394?
90;?;03
0. Saini H.<. Stores 15A93,:aha!urgarth,
#ajafgarh, #. D. L ;9
034A229
?. Shri :alaji Mar)al
House
<O5434, Pankha Roa!,
#angalRaya, #. D. L ;?
03;209B
03;;494
@. .yagi Paints an!
Mar)le House
:59G4, Mila' #agar, #ajafgarh
Roa!, =ttam #agar, #. D. L0B
0?9A323
00?A?44
A. %umar .ra!ers <O5@, Main #ajafgarh Roa!,
=ttam #agar, #. D. L 0B
0?9A294
B. 1in!al Mar)le an!
.iles
DG93594, =ttam #agar, #e$
Delhi L 44330B
0?9@A34
0?;A;4A
43. :ansiDahr -shok
%umar
G4A54B, Mila' #agar =ttam
#agar, #e$ Delhi L 0B
0?90?@2
0?9?22A
44. han!er Sales or'. 9039, Payaralal Roa! 0@020B@
42. &. %. 6nter'rises 904;, Pyaralal Roa!, %. :. 0@AA9??
49. &arg Paints :545/, Phase II #angloi
Delhi 5 ;4
0;@9;92
0;@9@AB
4;. &u'ta Mar)le House #ajafgarh Roa!, #angloi
Delhi L ;4
0;@?903
40. Shyamlal :uil!ing
Material H .im)er H.
Rohtak Roa!, #angloi 04AA340
4?. &u'ta 8il .ra!ers 0 L4, Shi+aji Park, #e$ Delhi
L2?.
0;4B039
04B30BA
WES! ? CEN!RAL DEL+)
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
Sl8
No8
Name Address 0hone
No8
4@. Shi+a :uil!ers 99, -+enue Roa!, Punja)i
:agh
04@?3A0
4A. ha!ha ements
:uil!ing material S'.
02, 6ast -+enue Roa!,
Punja)i :agh
043293?
4B. Singh H Sons L 29, : L :lock, &o'al
#agar #ajafgarh
032@?@A
032299?
23. ho'ra Sanitary an!
Har!$are Stores
H L 42@, Shi+aji Park Punja)i
:agh
04B39B0
24. Rama Stores 4 L-, 6ast -+enue Market,
Pu)ja)i :agh
040B332
043;;9?
22. -gra$al Mar)le an!
Sanitary House
Main #ajafgarh, #angloi 0;A03?A
29. &o! Paints an!
Har!$are
Main Rohtak Roa!, #angloi 0;@34@9
2;. -nil Sanitary Store Main Rohtak Roa!, #angloi 03;@33A
20. &oal Har!$are an!
Sanitary Store
Rohtak Roa! #angloi 0;@3@;@
2?. &urmat Paints
House
2@9AG@, huna man!i, Pahar
&anj, Delhi L 00
90;234A
2@. "ishal Paints 9040G?, Payaralal Roa! 0@@29A3
2A. Mittal -gency 9034G0, Payaralal Roa! 0@?9423
2B. &u'ta :uil!ing
Material
Payaralal Roa!, Reghar Pura
%arol :agh
5
93. &u'ta :uil!ings 43B;9G9, Satnagar %arol
:agh
0@0A330
94. -shok .ra!ers ?G90G0, Payaralal Roa!, %. :. 0@;3A9A
0A444@B
92. "ijay .ra!ers <O L 4G0, &anesh Market,
Main #ajafgarh Roa!
0;9B;;B
0;240A2
WES! ? CEN!RAL DEL+)
Sl8
No8
Name Address 0hone
No8
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
99. Mukesh :rothers -52G;4, Rajouri &ar!en,
#ajafgarh Roa!, #. D. L 2@
0B9933@
9;. "ijay Plaster <O L4, Moti #agar 0B9?B33
90. "ohra .ra!ers <O54G;50, &anesh #agar
Market #ajafgarh Roa!
04B4?0B
0439;3?
9?. -rora .ra!ing o.
P+t. /t!.
- L 4@, Mila' #agar, =ttam
#agar L 0B
0?9?2;;
0?92A03
9@. Setia :uil!ing
Material H .im. Store
1 L ;, #e$ Maha+ir #agar, #.
D. L 4A
0;9B0;B
9A. 1ai Shree Ram 6nt. - L 40, Mila' #agar,
=ttam #agar
0?9403;
9B. .ajagi Paints an!
Mar)le House
: L 4G9, Mila' #agar,
#ajafgarh, =ttam #agar
0?9A323
;3. #ational Paints H. <. 93A2 L -, Paharganj L 00 9?44944
;4. -gra$al .ra!ers <O, 93B #angal Rai, 1ail
Roa!
0;3B44@
;2. &yori Mar)les an!
Har!$are
49B3G?, Pankha Roa! 004;@4;
;9. Dehra!oon Mar)les
House
<O549B3G;, Pankha Roa!,
#angal Raya
0032?39
00B0@BB
;;. &arg :rothers <O549B3G?, Pankha Roa!,
#angal Raya, 1anak'uri
003?@9A
0009A34
;0. Dinesh an! o. 223B, Rajguru Roa!,
Paharganj, #. D. L 00
9?2@??A
;?. -nan! ement
-gency
Paharganj #. D. L 00 9?403B9
9?439?4
;@. Shree Durga Paints
an! H< house
Dicho$ ho$k, #ajafgarh
Roa!.
0349@AA
;A. &oal Sanitary Stores 4?2056, #ajafgarh Roa!. 034@24B
WES! ? CEN!RAL DEL+)
Sl8
No8
Name Address 0hone
No8
;B. Darma Mar)als
House
Daka Roa!, #ajafgarh 5
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
03. R. . Paints an!
Har!$are
Main Daka Roa!, #ajafgarh 03423??
04. Sam Paints an!
Har!$are Stores
#ajafgarh 0342B2@
02. Rata$al :uil!ing H
Materials
Pa!am Singh Roa!, 0@9A9A?
09. Pra)hu Dayal :a)u
/al
Pa!am Singh Roa! 5
0;. #ational Paints H
Har!$are
Pa!am Singh Roa! 9?44944
00. Shankar Paints an!
Sanitary Stores
&50G-, #e$ Maha)ir #agar,
#ajafgarh Roa!
04?B?0B
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
EAS! DEL+)
Sl8
No8
Name Address 0hone
No8
4. Rajan!ra Iron
.ra!ers
50;, %rishna #agar 2244A39
2. Prakash .ra!ers 6ast %rishna #agar 2;09A92
9. -rora Mar)les 1agat'uri Main Roa! 222@??
;. Sona Mar)le H
ement Paint H. <.
1agat'uri 2293?29
0. Raj Har!$are Sakar'ur 5
?. Prem .ra!ers 43, Shi+'uri Pata'arganj
Roa!
2;0@949
@. Sun!ar Paints H
Har!$are
42G0, Shi+'uri 2;;?9B;
A. /axshmi ement A0G445-, Shastri Park,
han!ar #agar
2;440@@
B. Dharm han! Das Shi+'uri Main Roa!, #. D. 5
43. Sach!e+a :uil!ers 4B, Ra!hey Shyam Park,
Par$ana Roa!
2;40?49
44. "ikrant Sanitary -54Ga, 1itar'uri, Delhi 2223?@9
42. :hanu Printing Par$ana Roa! 2;00242
49. Shi+ Shakti ement
Stores
(594, Par$ana Roa!,
1agat'uri
234?43@
4;. Rajasthan Mar)le
House
=52333, "ikas Marg,
Shakar'ur
223;00?
40. &oyal tra!ers S54A-, School :lock
Shakar'ur
230;0@9
4?. :uil! Home 4G0;, /alita'ark, /axmi #agar 22423?2
EAS! DEL+)
Sl8
No8
Name Address 0hone
No8
4@. -m)a Saria L 09, 6ast %rishna #agar 224?AB2
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
4A. Sanjay :uil!ers 23, :al!e+ Park, Par$ana
Roa!
22;42B;
4B. Sagar Stores L ?2, 6ast %rishna #agar 224?A;4
23. -nil Sanitary 45-, 1itar #agar, Par$ana
Roa!
2;9@4?2
24. &aura+ H.<. H
Paints
- L 0?, 1itar #agar, 1agat'uri 5
22. -ggar$al Paints (5@0, 1agat'uri 2;0;@22
29. 1ag!am)a :uil!ers (5A2, 1agat'uri 222;322
2;. Shi+shankar Paints
an! Sanitary Stores
( L0G90, %rishna #agar 2230B30
20. Sangam Sanitary
Stores
( L @@, 1agat'uri 224?2;A
2?. :isam)ar Dayal -nil
%umar
Sho' #o. 42?G;, Pat'ar Roa! 2;4@;49
2@. H. R. Paints H
ement
9@ H 9A, :hag$ati Market BA433;B
9A0
2A. Delhi :uil!ing Stores 2?, &. .. Roa!, Shah!ara 22A422?
2B. "ijay Sanitary Store 20G4, &. .. Roa!, Shah!ara 22A93;3
93. -. %. Har!$are H
:uil!ing Material
Stores
( L2G9, %rishna #agar 223;A3B
PR6(-6
Research may )e !efine! as a 'rocess of kno$ing the facts an!
+erifying the ol! ones )y the a''lication of scientific metho! to natural
'henomena so as to come to uniform ex'lanation of la$s go+erning
these 'henomena.
Page #o. 5
Comprehensive Study of White Cement Among Retailers in Delhi
.he research 'rocess in+ol+es a circle flo$ )ecause conclusion from
research stu!ies fre,uently gi+es to fresh i!ea an! 'ro)lem, $hich
shoul! )e further in+estigate!.
<e trie! our le+el )est to con!uct a research to gain a thorough
kno$le!ge to gain a thorough kno$le!ge a)out the market. 8ur to'ic
$as J com'rehensi+e stu!y of 1.%.<hite cement in Delhi regionK. <e
ha+e 'ut )est of our effort into this research an! ha+e also trie! to !o
justice $ith statistical !ata a+aila)le. So 'lease excuse us for any
mistake committe!.
Page #o. 5

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