Latest news with #UltraTech
Time of India
2 days ago
- Business
- Time of India
UltraTech's grounded approach to marketing cement in India
HighlightsUltraTech Cement, a subsidiary of Aditya Birla Group, has shifted its marketing strategy from hyperbolic advertising to focusing on consumer needs, especially targeting first-time home builders with the campaign 'UltraTech Se Pucho', which leverages technology for personalized assistance. The brand has successfully engaged with rural markets, achieving over 12 million interactions through its tech-enabled solutions, and has received 8,900 valid entries in its 'Yashasvi Sarpanch' campaign, highlighting its commitment to empowering local community leaders. UltraTech Cement's 'Banega Toh Badhega India' campaign, featuring collaborations with popular influencers, has reached over 500 million people and significantly increased the brand's perception as a nation-builder, demonstrating the impact of infrastructure on societal progress. In the last decade, we have seen cement brands using hyperbole as their central advertising theme. The Ancient Greek Gods must be proud of all of them for using it to its optimum. For those who are wondering, like many good things, the term hyperbole also comes from Ancient Greek. These ads took center stage for their creativity, but their popularity also died down just as quickly. While many brands from the category were experimenting with this hook, Aditya Birla Group 's UltraTech went back to the boardroom to identify its fundamentals and need gaps. UltraTech is not just a business-to-business (B2B) brand. In fact, today, 70% of its business is business-to-consumer (B2C), and two-thirds of it comes from rural pockets. That meant they had a wider consumer base to cater to. According to the research done by UltraTech, buying a house today is no longer just a retirement plan. The average age of an Indian building a home is 35. That's a consumer segment that experiments and is making the biggest investment of their lives to prove their 'competence to society.' The brand also understood that category knowledge is considerably low amongst its consumer base. According to Ajay Dang , President and Head of Marketing at Ultratech, that was enough groundwork for his 50-member marketing team and him to draw up strategies that would drive business growth as well as set the right tone for the brand. "Most marketers are obsessed with their brand, product, and category. We are out there to solve our own problems and those of the people who come to us for a purchase. Also, do remember consumers treat brands as leaders who behave like leaders," said Dang. Strategies for first-timers In the past year, UltraTech has used various marketing funnels to bring its insights to life. For instance, the brand identified that building a home is a significant, often uncertain, undertaking for first-timers. Common initial questions revolve around material selection, budgeting, and avoiding mistakes. To address this, the brand launched a mega campaign called, "UltraTech Se Pucho," positioning itself as a supportive partner by offering comprehensive, tech-enabled assistance throughout the home-building process. The brand leveraged emerging technologies like AI Vision, Augmented Reality (AR), and Generative AI to deliver personalized, location-specific, and contextually relevant advice at scale. Capitalizing on its extensive outdoor presence (1.9 billion brand logos across hoardings, wall paintings, dealership boards, cement bags, etc.), UltraTech transformed these static logos into accessible home-building experts via mobile scans. The platform also integrated its digital ecosystem with over 7,000 physical UltraTech dealerships, ensuring access to expertise regardless of the user's location. This distributed execution effectively utilized India's growing mobile-first ecosystem, particularly in Tier 2, Tier 3, and rural markets. Results? Over 12 million home builders interacted with the platform, demonstrating high repeat usage due to personalized, real-time assistance. More than 50% of interactions originated from rural and semi-urban regions, highlighting the solution's success in democratizing access to expert guidance. The campaign achieved a reach of over 55 million people, with digital and offline touchpoints working together for maximum exposure. Dang believes this was only possible because they went on the ground to understand the pulse of the consumers. "Most marketers think of themselves as storytellers. However, I believe great storytellers are first great listeners. We've been very deep listeners. We bunk a lot of quote-unquote traditional insights because we've genuinely heard people out. I believe in a way we are also nudging the rest of the category a bit in the process," he said. Reaching the grassroots India's villages, home to 65% of the population, possess significant untapped potential and aspirations. However, infrastructural gaps, geographic remoteness, and limited access to expertise often hinder the realization of these aspirations. UltraTech aimed to align with the developmental goals of rural India, striving to foster tangible progress and reinforce its brand philosophy: 'Gaon Banega Toh Desh Badhega'. The brand sought to position itself as a trusted partner in enabling village transformation by bridging infrastructure gaps and building emotional connections. UltraTech targeted key influencers in these communities: Gram Sarpanches. These individuals are not only key decision-makers and community trust builders but are also considered aspirational figures. The brand also targeted rural independent home builders. Through the " Yashasvi Sarpanch " campaign, UltraTech celebrates, empowers, and spotlights the stories of Sarpanches as grassroots changemakers. This was facilitated through a call for entries across various media outlets and was rolled out in Rajasthan, to begin with. A dedicated digital platform was created to manage nominations, publish entries, display the jury, evaluation criteria, and showcase winners, ensuring transparency and accessibility. A voice-led content innovation using WhatsApp voice notes was implemented to deliver campaign news and inspirational stories directly to rural users in a mobile-first format. SMS and outbound dialers (OBDs) were utilized to reach low-internet zones, providing essential campaign updates and nomination reminders. These tech-enabled solutions not only addressed the challenges of the digital divide and media fragmentation but also established a scalable model for future rural activations. Results? Out of 11,340 targeted Sarpanches, 8,900 valid entries were received, resulting in a 70% engagement rate. This high engagement highlighted the deep penetration and relevance of the campaign. However, Dang believes that the human impact of the campaign was far more effective for the brand. He also thinks that's because the brand is consciously looking at consumers as people first. 'We are very passionate about the people that we serve. We don't aggressively advertise on digital but we use the medium to create valuable content for people who are looking to understand the category,' he adds. A brand for new India With India putting its energies into building strong infrastructure, brands like UltraTech are moving in that direction too. UltraTech wants to position itself as a nation-builder. That's why and how the brand built the campaign, "Banega Toh Badhega India" (If it's built, India will progress). The campaign highlighted that the impact of infrastructure on human lives is more important than its grandeur. To drive this conversation, the brand collaborated with influencers who are voices shaping contemporary culture. From mega-superstar Shahrukh Khan to influencers like Karishma Mehta , Nikhil Sharma , Nilesh Misra, Saransh Goila, and Abhi & Niyu, among others, put together stories to amplify the campaign. A few other activities were also added to this strategy. Results? This piece reached over 500 million people across digital platforms ranging from podcasts, news, and creators. It engaged with 18 million-plus CTV affluent audiences with a VTR of 95%. The perception of UltraTech as a nation-builder increased 2X from 8% to 16% among the general audience and 3X among campaign viewers. Dang is of the opinion that working on disruptive campaigns like these almost makes him feel like Sherlock Holmes. He signs with this note, 'There are enough clues out there which stare at you (insights) which help you to make smart decisions (strategies).' The brand will focus on continuing to create high-impact campaigns and explore newer subcategories to stay ahead of the curve. (UltraTech was the 'Disruptive Brand of the Year' at ET Brand Equity's Brand Disruption Awards 2025.)
Hindustan Times
2 days ago
- Politics
- Hindustan Times
Himachal: Sukhu launches scheme to increase state's green cover
Chief minister (CM) Sukhvinder Singh Sukhu on Monday launched the 'Rajiv Gandhi Van Samvardhan Yojana' from Hamirpur, which aims to increase the green cover in the state. Terming it as a significant step towards environmental conservation and community participation in forest management, Sukhu said that the scheme not only aims to increase the green cover by planting fruit-bearing trees on barren and degraded forest areas but will also generate employment and income for local communities by ensuring participation of mahila and yuvak mandals besides self-help groups. The CM handed over certificates in this respect to two Mahila Mandals from Nadaun, viz: Amlehad and Bhawdan, which will carry out the plantation activities on two hectares of forest land and ensure its maintenance for a period of five years. The CM also launched the 'Green Adoption Scheme'. In the initial phase, Ambuja Company would undertake plantation work on 25 hectares, while the Adani Foundation and UltraTech would adopt 10 hectares each. He handed over certificates to these organisations as a mark of official recognition. During the event, Sukhu also inspected the passing-out parade of the newly appointed van mitras and interacted with them. He said that the forest department had been facing a shortage of field staff, which posed challenges to forest protection. To address this, appointments of van mitras have been made based on merit, with many young women taking the lead in securing these roles. CM Sukhu assured them that the government was committed to framing future policies that safeguard their careers and recognise them as true guardians of the forests. 'The state government was focusing on women empowerment and the reservation for women in police recruitment has been increased to 30 percent and in Lahaul-Spiti, all key administrative officers, including the Deputy Commissioner were women with decision-making authority,' he said.
Time of India
2 days ago
- Politics
- Time of India
Sukhu launches Rajiv Gandhi Van Samvardhan Yojana, Green Adoption Scheme
Shimla: Chief minister Sukhvinder Singh Sukhu on Monday launched the 'Rajiv Gandhi Van Samvardhan Yojana' and the 'Green Adoption Scheme' from Hamirpur. The 'Rajiv Gandhi Van Samvardhan Yojana' aims to increase the green cover by planting fruit-bearing trees on barren and degraded forest areas. It will also generate employment and income for local communities by ensuring the participation of mahila and yuvak mandals, besides the self-help groups, said Sukhu. The CM also handed over certificates to two mahila mandals from Nadaun – Amlehad and Bhawdan – which will carry out the plantation activities on two hectares of forest land and ensure its maintenance for a period of five years. In the initial phase of the 'Green Adoption Scheme', Ambuja group will undertake plantation work on 25 hectares, while the Adani Foundation and UltraTech would adopt 10 hectares each. Sukhu handed over certificates to these organisations as a mark of official recognition. The scheme envisages encouraging private enterprises, corporate houses, and non-govt organisations as a part of their social responsibility to adopt barren forest land and undertake afforestation work. During the event, the CM inspected the passing-out parade of the newly appointed Van Mitras and interacted with them. He said the forest department faced a shortage of field staff, which posed challenges to forest protection. To address this, appointments of Van Mitras were made based on merit, with many young women taking the lead in securing these roles. Sukhu said the state govt was focusing on women empowerment and the reservation for women in police recruitment had been increased to 30%. In Lahaul-Spiti, all key administrative officers, including the deputy commissioner, were women with decision-making authority. The CM urged Van Mitras not to limit their role to forest protection alone but also to engage with rural communities to spread awareness about the importance of forests. He emphasised the need to prevent illegal logging, remain vigilant against forest fires, and contribute actively to plantation drives and forest development initiatives by fostering public participation. The chief minister also announced the opening of three new wellness centres under the municipal corporation of Hamirpur. He also released a souvenir titled 'Samvaad' dedicated to Van Mitras and launched a book titled 'The Mountainous Wilderness of Spiti'. A new mobile application was also launched to facilitate attendance tracking of Van Mitras. MSID:: 121573668 413 |
Time of India
6 days ago
- Business
- Time of India
UltraTech Cem Share Price Live Updates: UltraTech Cement's beta analysis
30 May 2025 | 08:44:26 AM IST Join us on the UltraTech Cem Stock Liveblog, your hub for real-time updates and comprehensive analysis on a prominent stock. Stay in the know with the latest information about UltraTech Cem, including: Last traded price 11269.0, Market capitalization: 332071.97, Volume: 350206, Price-to-earnings ratio 51.37, Earnings per share 219.39. Our liveblog provides a well-rounded view of UltraTech Cem by incorporating both fundamental and technical indicators. Be the first to receive breaking news that can impact UltraTech Cem's performance in the market. Our expert analysis and recommendations empower you to make informed investment choices. Stay informed and stay ahead with the UltraTech Cem Stock Liveblog. The data points are updated as on 08:44:26 AM IST, 30 May 2025 Show more
Time of India
27-05-2025
- Business
- Time of India
Top 10 cement firms to add 140 MMTPA capacity in five years: Moody's
NEW DELHI: Growing cement demand will fuel consolidation in the cement sector, where large players are acquiring smaller regional players as they rush to increase production capacity to match the rising consumption, said Moody's Ratings . Over the past five years, the cement sector in India has witnessed significant industry consolidation and top 10 producers in the country have acquired around 140 MMTPA (million metric tonnes per annum) of domestic cement capacity, valued at around Rs 890 billion (USD 10.5 billion), from smaller regional players, it said. "Large companies with a pan-India presence such as UltraTech and Ambuja will continue to engage in M&A (merger and acquisition) to acquire smaller regional producers with weaker capacity utilisation and lower profitability," it said. Given the presence of a large number of smaller cement producers, numbering over 70, companies in South India are more exposed to industry consolidation compared with those domiciled in other parts of the country. South India, with an installed capacity of more than 200 MMTPA, comprising states of Telangana, Tamil Nadu, Kerala, Karnataka and Andhra Pradesh, is the largest cement-producing region in the country followed by the north and east, each with a capacity of around 150 MMTPA. According to Moody's Ratings, cement demand in India is expected to grow "substantially" through the end of the decade with a consumption growth of 6 to 7 per cent CAGR, supported by tailwinds such as rising housing needs and government-led infrastructure spending. This will force the industry to expand capacity by a third in the next five years to cater to growing demand. "Larger players with a pan-India presence will likely acquire smaller regional producers with weaker capacity utilisation and lower profitability. Ongoing industry consolidation combined with steady demand growth will keep capacity utilisation stable for the incumbents," the report said. The industry capacity will likely expand by a third in the next five years as leading companies increase capacity to cater to growing demand. "Based on announced capacity additions by the top 10 cement producers in India, who account for around 75 per cent market share, overall industry capacity will increase by around 30 per cent or 200 MMTPA by the end of the decade. Around 170 MMTPA of this new capacity is expected to be commissioned by FY27-28," the report said. Aditya Birla group firm UltraTech and Adani Group's Ambuja, India's top two cement producers, will contribute to around 30 per cent of this growth. " Shree Cement and Dalmia Bharat, the third- and fourth-largest cement producers in the country, respectively, will together add around 50 MMTPA of new capacity and account for around 25 per cent of the upcoming capacity additions. "Meanwhile, smaller players such as JK Cement, JSW Cement and JK Lakshmi Cement will almost double their existing capacity and account for 35 per cent of the announced capacity expansions," it said. The report also highlighted that India's per capita cement consumption is 260 kg, which is less than half the global average consumption of 540 kg, which indicates potential for cement consumption to rise as the Indian economy continues to grow. "Cement consumption in India will continue to grow at a CAGR of 6 per cent-7 per cent through the end of the decade to reach around 670 MMTPA by 2030 from 445 MMTPA in FY23-24," it said. It expects India's cement demand to be driven by the expected growth in its two largest cement consuming sectors - housing, which accounts for 55-60 per cent of cement consumption in the country, and infrastructure that accounts for 28-30 per cent. However, the report also cautioned that volatility in raw material prices will be key risks that will reduce cement producers' profitability. "Changes in the regulatory landscape can lead to fluctuation in prices of limestone, a key raw material for the cement sector, and reduce profitability of cement producers," it said. For instance, in February, the Tamil Nadu government imposed a tax of Rs 160 per tonne on the mining of limestone in the state. Given the average industry profitability of Rs 800/tonne-Rs 900/tonne, such levies and taxes can reduce cement producers' profits by almost 15 to 20 per cent, if implemented on a pan-India basis, it said. Moreover, coal and petcoke are the main sources of energy in cement manufacturing and due to low domestic availability of these commodities for the cement sector in the country, cement producers are largely reliant on imports.
