Kolkata: Under the leadership of Punit Dalmiya Dalmia CementWill increase its focus on one of the country’s top cement companies business to consumer (B2C) segment and rebranding As an RCF (Roof Column Foundation) expert myself.
The rebranding, rather than the current ‘Future Today’, is part of a plan to grow faster than the industry. Sameer Nagpal, COO, Dalmia Cement, said the company is targeting 14-15% growth in the next few years, while the industry expects an expansion of 10%.
The idea is to focus on retail customers, with the B2C share expected to increase from 65% to 70% of its topline. Nagpal said it is also seen as a catalyst to achieve carbon neutral status by 2040.
He said the demand in the retail sector is mainly for blended cement, which has a lower carbon footprint compared to non-blended (OPC) cement. At present, the share of blended cement in the company’s production is 84%.
After associating with actor Ranveer Singh, Dalmia Cement is focusing on brand building and plans to hold road shows in 75 cities about the new initiative. Company’s new brand positioning, RCF ExpertIt was designed by Rahul Kansal.
Nagpal said special focus is being given to Tier 2 and Tier 3 cities along with other areas with untapped potential. “Metro cities are mainly dominated by real estate players, with the industry being mostly B2B. Hence, our focus will be on smaller cities, where people build individual houses.” Dalmia Cement now has a strong presence of 45,000 dealers. “To support the retail initiative, we will have 600 technical people and 150 technical vans across the country to provide advice to customers,” the COO said.
The rebranding, rather than the current ‘Future Today’, is part of a plan to grow faster than the industry. Sameer Nagpal, COO, Dalmia Cement, said the company is targeting 14-15% growth in the next few years, while the industry expects an expansion of 10%.
The idea is to focus on retail customers, with the B2C share expected to increase from 65% to 70% of its topline. Nagpal said it is also seen as a catalyst to achieve carbon neutral status by 2040.
He said the demand in the retail sector is mainly for blended cement, which has a lower carbon footprint compared to non-blended (OPC) cement. At present, the share of blended cement in the company’s production is 84%.
After associating with actor Ranveer Singh, Dalmia Cement is focusing on brand building and plans to hold road shows in 75 cities about the new initiative. Company’s new brand positioning, RCF ExpertIt was designed by Rahul Kansal.
Nagpal said special focus is being given to Tier 2 and Tier 3 cities along with other areas with untapped potential. “Metro cities are mainly dominated by real estate players, with the industry being mostly B2B. Hence, our focus will be on smaller cities, where people build individual houses.” Dalmia Cement now has a strong presence of 45,000 dealers. “To support the retail initiative, we will have 600 technical people and 150 technical vans across the country to provide advice to customers,” the COO said.
