Ambuja Cements considers its communities to be its primary stakeholders. The Company’s corporate social responsibility (CSR) arm operates at the grassroots level. The Company conducts comprehensive assessments of community needs, ensuring evidence-based interventions and actively engaging to make a positive difference in their lives.
Ambuja Cements derives intangible value from enduring ties and shared commitments with business partners, consumers, and external stakeholders. It prioritises cultivating robust relationships with suppliers, contractors, and partners. Leveraging its extensive distribution network, the Company delivers quality products and value-added services, catering to diverse needs and facilitating the construction of sustainable and resilient structures.
UN SDGs Impacted
Stakeholders Impacted
Community
Government and NGOs
Suppliers
Channel Partners
Construction Professionals
Media
Material Topics
- Procurement Practices
- Sustainable Supply Chain
- Green Supply Chain (Logistics and Transport)
- Compliance with Regulatory Requirements
- Marketing Communication and Reputation
- Community Development
- Branding and Reputation
- Supply Chain
- Customer Relationship Management
- Procurement Practices
Focus Areas
Developments and Key Initiatives |
Key Performance Indicators |
|
|---|---|---|
Community |
Focused on sustainable livelihoods, |
` 51 crore
Spent on CSR activities |
Customers
|
Enriched customer engagement |
1.29 Lakhs
Contractors enrolled in Abhimaan loyalty program 2.30 Lakhs
IHB Engagement |
Distributors
|
Connected with distributors through initiatives |
~9,500
Channel partners added during FY 2023-24 |
Suppliers
|
Focus on engaging with local suppliers |
93 %
Spent on local procurements |
Overview
Ambuja Cements strongly emphasises community engagement as a central component of its corporate responsibility. The Company addresses local needs through its corporate social responsibility (CSR) arm, positively impacting over 3.27 million people in 2,808 villages across 29 districts and 12 states in India over three decades. Community involvement is woven into the fabric of development initiatives, creating measurable impacts and aligning with UN SDGs.
Stakeholder engagement is paramount in effective programme management, with the Company utilising specific tools at the plant level, such as the community advisory panel and Corporate Social Responsibility (CSR) Committee. The Company’s Corporate Social Responsibility Committee empowers it to review and strategise corporate social responsibility programmes for optimal impact. Ambuja Cements gears these efforts towards fostering a positive partnership for local development, instilling confidence, and collaboration within the community.
CSR beneficiaries
Villages impacted
Rural communities need help with clean drinking water, managing water resources, and mitigating groundwater depletion. Ambuja Cements has adopted a comprehensive water resource management approach to curb these challenges, focusing on drinking water, rainwater harvesting, and rational water use. Active stakeholder engagement ensures effective monitoring, leading to positive changes in community water security and a water-positive status for the Company’s business.
During the reporting year, the Company initiated a water literacy movement, mobilising community members into forming 35 participatory groundwater management committees. These committees, with trained villagers, contribute to water security plans, village water policies, and budgets. Local 'Bhujal Jankars' (water volunteers) collect data and raise awareness among villagers.
As part of the integrated water management strategy, the Company promotes judicious water use, including micro-irrigation in collaboration with the government and stakeholders, benefiting numerous farmers.
Case Study
Ambuja Cements Revives a Rural Oasis in Rajasthan, Amplifying Sustainable Community Development
Mohini Nadi, a crucial water source in Inana village, faced challenges as its catchment area diminished, impacting its drinking water supply. To address this, Ambuja Cements partnered with the gram panchayat and villagers to revive the Mohini Nadi. The Company also provided financial support and technical expertise for silt excavation and catchment area cleaning. The Company took a transformative step in Didiya Kala Village, Nagaur, Rajasthan, rejuvenating the water body Visnani Talab. It also tackled water scarcity in Kherwad village, Nagaur, overcoming the seasonal water exhaustion challenge for 939 inhabitants and focusing on revamping the village’s six ponds.
Villagers actively participated in the cleanup, supported by the gram panchayat. This joint initiative successfully increased Mohini Nadi’s catchment area by 30,102 cubic metres. The revived oasis now efficiently meets the village’s water needs, representing a compelling example of corporatecommunity collaboration for sustainable development. Today, Kherwad’s pond system ensures year-round water availability for all in the village.
- Constructed 444 rooftop rainwater harvesting systems
- Rejuvenated 158 drinking water sources
- Built and revived 83 check dams, 93 ponds and 798 farm ponds
- Covered 3,251 hectares of land under micro-irrigation
- Conducted 1,493 awareness sessions and camps on water harvesting and reached 74,192 people
- Received the acknowledgement of the NITI Aayog for the work done on 26 village ponds in Rajasthan and were featured in their compendium
Ambuja Cements prioritises sustainable livelihoods in agriculture, supporting over 70% of the rural population. The Company’s focus areas include raising awareness of farming, building capacity for farmers, and introducing modern technologies like drones. Projects like the Better Cotton initiative, organic agriculture, and the System of Rice Intensification reduce input costs and enhance crop productivity sustainably. Animal husbandry and other cultivations provided additional income to the local farmers. The Company has established 16 farmer-producer organisations, with 8,369 members, including 33% women.
Furthermore, the Company is promoting solar irrigation, facilitating cost-effective and eco-friendly options, and bringing unused land under cultivation. Ambuja Cements' efforts during the reporting year underscore the importance of soil health for longterm productivity improvement.
Case Study
Expansion of Micro-Irrigation Practices in Ambujanagar
Most of the wells in Ambujanagar were drying up due to excessive water extraction for farming. Ambuja Foundation enabled the installation of a drip irrigation system with a subsidy from the government and furthered farmer contributions to the system. This approach led to 30-40% water savings, increased production, lowered use of fertilisers, reduced hours, and a change in cropping patterns. Acceptance of water efficiency through drip irrigation has seen an increase from 378 hectares in 2018 to 1,869 hectares in 2023, and about 1,200 farmers there are now practising water efficiency.
- Covered 3,251 hectares under micro-irrigation
- 70,854 MT biomass through 3 Farmer Producer Companies of local farmers
- Installed a milk pasteurisation and packaging unit in Darlaghat in collaboration with the farmer-producer organisation named Amrit Dhara
- Established an oxygen park and planted 3,600 saplings in Bhendavi, under the gram panchayat of Chandrapur
- Total trees planted across locations during the year 2023-24 are 4,35,289 saplings.
- 1,215 animal health camps organised through which 91,432 animals were treated. Tested 7,461 soil samples
- 817 trainings on agriculture allied activities with 73% local women participation.
- 1,96,006 farmers advised using chemical fertilisers based on soil sample reports.
- 16 FPOs with 8,369 shareholders from the community with 33% women participation
The Company’s dedication to engaging rural youth through skill training has opened opportunities for alternate skill-based livelihoods in remote and secluded areas. Through the Company’s 17 skill and entrepreneurship development institutes across ten states 8,420 students have benefited this reporting year, with a cumulative performance reaching 73,472.
Achieving 77% placement for trainees, Ambuja Cements has elevated the salary range of working students to ` 10,000-12,000 during the year. Entrepreneurship development is a focal point at these skill and entrepreneurship development institutes, with modules incorporated into most courses and a dedicated course on enterprise development. Encouraging 617 trainees to initiate their businesses in diverse domains, skill and entrepreneurship development institutes have been a catalyst for entrepreneurial ventures.
To promote gender inclusion in technical courses, the Company has achieved 44% of women's participation in skill training, emphasising its commitment to diversity, empowerment and inclusivity.
- 8,420 youth trained under the skill and entrepreneurship development programme
- Achieved a placement rate of 77%
- Started alumni chapters in Surat and Morbi, taking their total number to 15
- Launched a year-long fire and safety course affiliated to the National Institute of Fire and Safety Engineering, Nagpur, at skill and entrepreneurship development institutes in Chhindwara and Bhatapara
Case Study
Empowered Women Welder Transforms Husband’s Business
Farana Sheikh’s husband’s fabrication business came to a halt due to alcohol addiction when 30-year-old Farana from Chandrapur decided to take over the business. She enrolled in the MMAW (welding) course at the skill and entrepreneurship development institute in Chandrapur, and promptly took over the business. In just four months, Farana earned ` 30,000 per month in profit, and her husband joined her. But it is Farana who is the key driver of the business accounts, production, and fostering good relations. Her professionalism, punctuality, and quality of work, learned at the skill and entrepreneurship development institute, changed the minds of the doubtful. She has grand plans for the business like establishing her own production space and involving more women from her community. involving more women from her community
The Company’s community health initiatives span from curative to preventive care, focusing on maternal, child, and adolescent health, along with communicable and non-communicable diseases, nutrition, water, sanitation, and hygiene. Innovative practices, like community clinics and behaviour adaptation through support groups, drive sustainable healthcare.
‘Sakhis’ (village health volunteers) are essential to facilitating healthcare access and integrating government systems with the Company’s support. The ‘Atmiyata’ mental health project expands systematically, reaching more individuals. Linkages ensure widespread access to the Ayushman Bharat health insurance card.
Following last year's cancer care event, high-risk cases identified in collaboration with the Association of Breast Surgery (United Kingdom), the Association of Breast Surgeons of India, and the Tata Cancer Care programme received regular follow-ups. Telemedicine, introduced on a pilot basis, benefitted communities in Bhatapara and Darlaghat.
The malnutrition project expands with baseline assessments across ten locations. The Company’s commitment to tobacco cessation extends to internal stakeholders at the Farakka and Sankrail locations, reinforcing its dedication to holistic community health.
- 316 ANC Camps benefiting 5,866 pregnant and lactating women through Mother and Child Health programme
- 795 camps reaching 22,403 people
- Menstrual Health and Hygiene program across 15 locations covering 311 villages
- Achieved an impressive institutional delivery rate of 99%
- 1,11,389 truckers through 5 Health Care Centres
- Established an open-air gym in the village of Chughe Kalan under the aegis of the Ambuja Cements Foundation Bathinda
- Screened 805 pregnant women for tobacco use, identified 100 of them as users and offered them ongoing counselling
- Raised awareness about malnutrition in 350+ Anganwadi centres and reached 4,793 mothers
- Checked 76 suspected cancer cases and mobilised 44 for mammography, ultrasonography, and biopsy (two cases were identified and treated with continuous follow-up by ‘Sakhis’)
- Diagnosed 99 cases of common mental disorders and 23 cases of severe mental disorders in Q1, of which 17 cases were referred to psychiatrists for counselling
Case Study
Empowering Rural Communities by Spreading Awareness on Breast Cancer
During Breast Cancer Awareness Month, the Company is raising breast cancer awareness in rural Chandrapur, Maharashtra, through conducting health camps, aiming for 60-70 villages, and organising over 17 camps attended by 900 women. With the Sakhis' support, the Company examined 650 women, identifying nine high-risk cases. Collaborating with the Association of Breast Surgery (United Kingdom), the Association of Breast Surgeons of India, and the Tata Cancer Care programme, it launched a two-day education programme involving regional oncologists, community health officers, Sakhis, and officials.
Breast cancer often goes unnoticed in rural areas, prompting Ambuja Cements to integrate cancer initiatives into its non-communicable diseases’ framework. The Company’s efforts extend to self-help group meetings, anganwadis, and schools, with plans for rallies and marches. Ambuja Cements remains committed to making a positive impact, promoting early detection, and reducing breast cancer mortality.
As a part of Ambuja Cements' commitment to women's inclusion across all programme interventions, the Company has focused on establishing self-help groups (SHGs). These groups serve as a unique avenue for enhancing women's social and financial well-being. This year, the Company emphasises elevating self-help groups (SHGs) to foster enterprises, offering extensive livelihood opportunities for women.
Through a collaborative effort with the National Bank for Agriculture and Rural Development, Ambuja Cements has secured financial support for multiple self-help groups (SHGs) via joint liability groups. Presently, the Company has established eight women's federations, with a current membership exceeding 22,026. The Company’s ongoing efforts include providing targeted guidance on self-help groups, and federation management and governance, ensuring sustained growth and effectiveness.
- Formed 246 new SHGs with 2,633 members and total 3,382 SHGs with 38,987 members
- Installed a milk pasteurisation and packaging unit with a production capacity of 500 litres per hour in collaboration with the Amrit Dhara Milk Cooperative Society at Darlaghat
- Started 12 new micro enterprises
- Engaged 5,248 women in individual enterprises and 501 women in group based enterprises
Case Study
Women’s Dairy Cooperative Launches Milk Pasteurisation Unit
Amrit Dhara Milk Cooperative Society, a women-only federation recently installed a milk pasteurisation and packaging unit at Darlaghat. The production capacity of the unit is about 500 litres per hour. In 2010-11, the Ambuja Foundation, and its community animal health volunteers, identified women in Darlaghat who were practising dairy farming at the household level and decided to mobilise them into a group called the Amrit Dhara Milk Cooperative. Milk from each household was collected and marketed together. By 2015, 1,500 litres of milk were collected daily forcing the women to register themselves as a marketing cooperative society. Today, about 300 women are involved as part of the cooperative, and the milk collection has increased to 2,500 litres per day, leading them to purchase a pasteurisation unit. Women are earning an additional income of about ` 9,000 per month.
Holistic student development through quality education is of prime importance to Ambuja Cements. The Company enhances school environments with water, sanitation and hygiene infrastructure, age-specific libraries, science, technology, engineering, mathematics (STEM) laboratories, and sports promotion. Village volunteers are instrumental in implementing these initiatives, addressing dropout issues, especially among girls, with a focus on menstrual hygiene, sanitation, and quality infrastructure. External subject experts provide needbased teacher training across interventions.
Through the Ambuja Manovikas Kendra (AMK), the Company provides training and education to differently-abled children, focusing on life and vocational skills to facilitate their integration into society and foster self-reliance.
The Ambuja Vidya Niketan Trust (AVNT) oversees the management of all five Ambuja Cements Schools, which serve both the children of Ambuja Cements plant employees and the local communities. Renowned for their excellence, each school is regarded as the top educational institution in its respective region. Following the CBSE curriculum, these coeducational, English medium schools provide education from pre-primary to senior secondary levels, collectively accommodating over 6,000 students.
Rural infrastructure development remains essential for the Company’s core communities. Investing in rural infrastructure has been an ongoing intervention of Ambuja Cements to support improved quality of life for residents of rural communities. Interventions like improvement in community-level infrastructure, health and sanitation level infrastructure, roads, and streetlights are some areas invested in with decisions taken at the Corporate Social Responsibility Committee meetings.
- Supported Priya Devi, a special needs child from the Ambuja Manovikas Kendra to represent India in basketball and win a silver medal at the World Special Olympics 2023
- Expanded physical education to 82 schools reaching 7,800 students
- Introduced village level sports at three locations in four villages
- 102 schools and inter schools level sports competition across 7 locations
- Reading promotion in 68 schools reaching 4863 students
- 174 school level reading competition held
- 6 community level libraries established
- 1,464 sessions in schools
- 36 STEM labs established in middle school, 8 students received State/District level award for science and technology
- Conducted awareness sessions in schools focusing on personal hygiene, safe drinking water and hand washing
- 53 kms road renovated/ constructed
- 141 community level infrastructure including playground school boundary, community hall, etc.
- 15 public toilets, 1,955 drainage renovated/constructed
- 5 bridge/culvert constructed/ renovated
Case Study
Ambuja Manovikas Kendra Student Wins a Silver Medal at the World Special Olympics
Priya Devi (18), a student at the Ambuja Manovikas Kendra in Ropar, clinched a silver medal in basketball, representing India at the World Special Olympics in Berlin. Identified as a speciallyabled child, Priya joined the Ambuja Manovikas Kendra for specialised education. Despite her disability, she excelled in athletics and basketball, earning recognition at the Punjab State Olympics. Her exceptional performance secured her a spot on the Indian basketball team. Priya is the 10th Olympian from the Ambuja Manovikas Kendra to represent India in international sports events
Women’s Empowerment Programme at the G20 Ministerial Conference
The Company’s corporate social responsibility arm, invited by the Confederation of Indian Industry (CII), took part in the G20 Ministerial Conference on Women-led Inclusive Development in Gandhinagar, Gujarat. In a special exhibition featuring women entrepreneurs, Ambuja Cements' corporate social responsibility arm showcased its women’s empowerment model, displaying various items from women-led enterprises. Bhupendrabhai Patel, Chief Minister of Gujarat, and Smriti Irani, Union Cabinet Minister of Women and Child Development, graced the conference and were impressed by the work in Kodinar.
The CSR arm actively works towards protecting the interests of the rural women of Gujarat. It is committed to promoting access to water, health, and education and providing skill training for women. The CSR arm established 1,100 women SHGs with nearly 12,000 active members in 103 villages across Gujarat and plans to further expand to 2,000 SHGs benefitting 25,000 women across the state. It raised ` 422 lakhs through its efforts.
Relationship Management
Maintaining strong and lasting relationships with business partners, suppliers, contractors, and channel partners is crucial to stay ahead in the market and discover new opportunities. Collaboration and transparent information sharing are vital to keeping the Company’s supply chain agile. As a customer-focused company, meeting customers' changing needs, and gathering their perspectives and sustainability expectations into its decisionmaking processes are essential. Building trust and loyalty with these critical stakeholders is vital for Ambuja Cements' brand reputation and long-term business success.
Suppliers
Local (Indian) suppliers
Foreign suppliers
Suppliers identified as critical (for sustainability criteria aligned with supplier code of conduct)
Total suppliers assessed during the year
Suppliers found non-compliant
Suppliers with action plans
Suppliers screened through self-assessment questionnaire (social and environmental aspects)
Suppliers who showed performance improvement
Strengthening Contractor Connection
Ambuja Cements' diverse customer base includes individual home builders (IHBs), developers, institutional customers, masons and contractors, and professionals. IHBs are the most critical customer segment for Ambuja Cements. With IHBs relying entirely on contractors, their role in decision-making has significantly increased. Each potential contractor is akin to a retailer, lifting an average of 25 to 30 MT per month on their sites.
To enhance the Company’s relationship with the contractor community, create market excitement, and expand reach, Ambuja Cements has launched mega experiential events for contractors. During these events, the Company recognises inspiring contractors, shares knowledge about sustainable construction practices, shares brand stories, demonstrates Ambuja’s products and services, and enrols new contractors in its loyalty programmes.
Brand Engagement Initiatives during FY 2023-24
- Initiated 'Concrete Talk,' a lecture series designed to assist construction industry professionals in understanding the value of concrete and advance construction technologies in their projects
- Organised a seminar titled 'Zero Carbon Ambitions for High Rises' on October 13, 2023, at ITC Maratha, Mumbai, in collaboration with Adani Cement, the Council on Tall Buildings and Urban Habitat (CTBUH). Notable professionals from the construction industry, including leading structural consultants, architects, and decision-makers, attended the event. The theme aligned with India's national net zero ambitions by 2070
- The Company has hosted 16,666 events overall, providing invaluable assistance to 4,52,202 contractors
- Promoting holistic know-how, the Company conducted 65 plant visits for contractors during the year, engaging with 1,355 contractors, empowering them with knowledge and best practices
- Organised 327 technical events, reaching out to external speakers, added significant value for 20,400 professionals
- Conducted 4,788 customer guidance camps for Individual Home Builders (IHBs), promoting visibility in the Company’s focused and micro markets
With
civil engineers, the Company’s technical services have a Pan India presence
Individual Home Builders (IHB) customer reach
Influencer (Architect & Engineers and Contractors) touch-base
Case Study
Celebrating Engineers' Day
Adani Cement marked Engineers' Day 2023 with 67 technical seminars and ‘Concrete Talks’ nationwide, commemorating Bharat Ratna Mokshagundam Visvesvaraya. Organised under the Adani Knowledge Initiative, the events, in collaboration with key institutions, explored topics like concrete durability and modern construction technologies. The initiative featured 18 eminent speakers and attracted over 6,700 professionals, garnering positive feedback. Personalised engagements with 10,000+ professionals, including video greetings and a technical quiz, highlighted the commitment to knowledge exchange and sustainable construction. The celebration showcased Adani Cement as a driving force in advancing the construction industry's expertise and innovation.
Channel Finance
In the continuous pursuit of strengthening Ambuja Cements' business collaborations and equipping its channel partners with the necessary tools for growth, a Channel Financing Facility in association with three leading banks, SBI Bank, ICICI Bank, and Yes Bank, is formed. This tailored financing solution has been made to cater to the channel partners’ unique requirements, offering attractive terms. With this initiative, the channel partners gain access to flexible and convenient financing options tailored to assist them in managing working capital effectively and propelling their businesses toward greater success.
Customer Segment
Key Benefits of the Channel Financing Facility
- Competitive Interest Rates: Ambuja Cements has negotiated attractive interest rates, ensuring financing remains highly competitive. The facility is for buying goods only from Adani Cement (Ambuja Cements Ltd and ACC Ltd)
- No Upfront Cost and Renewal Fees: ICICI Bank and Yes Bank do not charge any upfront fees, ensuring a cost-effective approach. Additionally, SBI Bank's upfront and renewal fees are nominal, making it a financially viable choice
- Ease of Working Capital Management: This facility shall help in meeting the working capital requirements
- Unsecured Facility: ICICI Bank and Yes Bank do not require mortgage or hypothecation on the Company's assets, providing a hassle-free financing option. It will also avoid costs associated with security creation
- Digital Processing: The digital application system of these banks minimises paperwork, ensuring quick approval and granting access to the funds in reduced time, facilitating maximised benefits in defined timelines
Branding and Marketing
The Company’s marketing strategy reinforces the mother brand through creative communication. Ambuja Cements emphasises strong on-ground branding for regional activities and leverages digital platforms for impactful and relevant communication.
During the year, the Company launched its brand film, ‘Mazbooti Ki Misaal’, championing the rich legacy of ‘Giant strength’. The campaign has been further amplified by advertising in leading news channels, promotional elements like ‘super saves’ and ‘shorter edits’ have also been deployed to supplement the campaign. Till now, the Company has garnered over 30 million views across high-impact digital platforms. On the eve of the 77th Independence Day, Ambuja Cements' film ‘Desh Ban Raha hai’ showcased India’s dynamic and ambitious youth, celebrating their vigour and determination highlighting the nation’s core principles of integrity, unity, and growth. This film has surpassed 11 million views on social media, showcasing its robust online presence.
Building strong sports affiliations with the Board for Cricket Control in India (BCCI) and Gujarat Giants bolstered the Company’s brand recognition. Digital channels play a pivotal role in ensuring relevant and engaging communication. The TV campaign ‘Mazbooti ki Misaal’ during the ICC Men's Cricket World Cup 2023 broadcast and across major news channels added a powerful visual element.
A series of 50+ Diwali Milan events covering 8,000+ channel partners and an outdoor campaign in new markets amplified Ambuja Cements' regional presence.
Social media engagement remains a priority, focusing on topical events and moment marketing. To enhance brand visibility and reach the targeted audience, Ambuja Cements launched the Connected TV campaign to stream its ad films through various OTT platforms like Disney+ Hotstar, Sony LIV, ZEE5 and Jio Cinema during the year. During the year, the Company launched a consumer-centric website (Ambuja Help - www.ambujahelp.in) That aids the IHB with a step-by-step guide and supports them in connecting with all resources and source material for their home building, creating a seamless experience.
Individuals reached through social media
Undertaking Initiatives to Improve Ambuja Cements' Market Presence
Sapno ka Ghar
The 'Sapno Ka Ghar project with ACT' initiative in the East region provides an end-to-end solution for Individual Home Builders (IHBs), offering premium quality products and specialised services from inception to completion of their dream homes. Using the Ambuja Certified Technology (ACT), registered contractors or engineers guide IHBs, ensuring adherence to criteria like cement consumption, minimum built-up area, and premium product usage. The marketing strategy involves internal and external stakeholders, utilising robust plans for retail and market visibility, radio campaigns, and incentivising dealers and partners based on site conversions, fostering a culture of growth and excellence within the organisation.
Sthapathya Exhibition by ICEA, Surat
Ambuja Cements actively participated in the 26th edition of the National and International Construction and Technology Exhibition, ‘STHAPATYA 2024’, organised by The Institute of Civil Engineers and Architects (ICEA) in Surat. The Company's stall attracted prominent consultants and personalities who responded positively. Ambuja Cements facilitated 21 top contractors at its stall, engaging in fruitful discussions. These interactions generated numerous leads, benefitting the Company significantly.
ICI’s Innovative World of Concrete Event
The Indian Concrete Institute hosted the Innovative World of Concrete (IWC-24) symposium in Kolkata in January 2024, attracting 30 international speakers and 500 delegates from the global construction industry. Ambuja Cements actively participated in a group presentation, stall, and extensive branding. The presentation showcased Adani Group's role in India's global ascent, emphasising Ambuja Cements as a premier brand. International delegates praised the presentation, while the stall showcased Ambuja Cements products alongside ACC Concrete, Alccofine, and DMX. The event, attended by approximately 10,000 construction professionals worldwide, provided a valuable platform for discussing technological innovations and networking with industry leaders.
Adani Cement’s Executive Excellence Program
The ‘Executive Excellence Programme’ (EEP) at IIT Kanpur, developed by Adani Cement in collaboration with infrastructure and IIT Kanpur aims to enhance the skills and expertise of engineers and architects. This four-day residential course sponsored by Adani Cement features a customised curriculum delivered by expert faculty from IIT Kanpur, offering insights into cuttingedge topics. Participants carefully selected from prestigious organisations across various states, benefit from networking opportunities and knowledge exchange. The programme empowers professionals with industry-relevant knowledge, emphasising their crucial role in nation-building. Additionally, a tech talk session on concrete innovations further enriched the learning experience, garnering positive feedback from participants.
Revitalising the Brand Positioning with ‘Mazbooti Ki Misaal’ across Platforms
With a legacy of iconic campaigns, Ambuja Cements launched its newest campaign, ‘Mazbooti Ki Misaal’, encapsulating the significance of ‘Strength’ as its core value. It explores a sweet, endearing story – a first for the brand.
This brand film showcases a unique bond between a little boy and his mighty elephant friend while capturing the strength and resilience of their house, built with Ambuja Cements reinforcing its ‘Giant Compressive Strength’.
The Company released the ‘Mazbooti Ki Misaal’ television commercial (TVC) campaign in high viewership media, i.e., the ICC Men's Cricket World Cup 2023. The brand film was also deployed at the Ahmedabad Airport as it expected higher footfall during the World Cup finals.
The iconic brand advertisement garnered popularity as it was streaming on 1,300+ screens nationwide in A+, A, B+, and B types of markets classified based on profitability to the Company. The commercial is streaming on high-impact digital (YouTube, Facebook, Instagram, SonyLIV and OTT platforms (Disney+ Hotstar, Sony LIV, Zee5, and Jio Cinema), impacting a broader audience.
Views through digital platforms
Theatres screened the new brand film
Cities where an outdoor campaign was launched
Display units were put up during the national campaign
Enhancing Reach through Marketing Initiatives
New Channels and Digital Platforms during the ICC Men's Cricket World Cup 2023
Ambuja Cements launched a thematic campaign as a television commercial during the ICC Men's Cricket World Cup 2023. Promotional elements like ‘super saves’ and ‘shorter edits’ were deployed to supplement the campaign. It was further amplified by advertising in leading news channels and high-impact digital platforms (YouTube, Facebook, Instagram, SonyLIV). The Company garnered 30 million+ views through these digital platforms.
Re-entering the Gujarat Market
Ambuja Cements launched a targeted campaign in the Gujarat market through newspapers after the acquisition of the Sanghi Industries, reinforcing its brand value with the message 'Har ghar hoga aur bhi mazboot' (‘Every home will become even stronger’). The Company aims to extend this theme campaign through radio and extensive out-ofhome advertisements in the coming months.
Streaming in Theatre Screens
The Company’s ‘Mazbooti Ki Misaal’ brand film gained massive popularity as it initiated a six-week streaming campaign on 1,300+ screens nationwide. Brand films of 30 seconds are being screened in A+, A, B+ and B types of markets classified based on profitability to the Company. This campaign reinforces the new thematic commercial in mass media for Ambuja Cements in the last few months.
Ambuja’s Connected TV Campaign
Ambuja Cements' iconic brand ad campaign, ‘Mazbooti Ki Misaal’, is now streaming across OTT platforms. To boost brand visibility and reach a wider connected TV audience, the Company is collaborating with Starcom India and Frodoh World. The ad is streaming on platforms like Disney+ Hotstar, Sony LIV, Zee5, and Jio Cinema, receiving a positive response across TV, digital, and connected TV platforms owing to datadriven decisions and digital awareness.
Ahmedabad Airport Branding
Leveraging the higher footfall expected at the Ahmedabad airport due to the ICC Men's Cricket World Cup 2023 finals venue and festive season in India, Ambuja Cements' rolled out its new thematic campaign. Premium display properties (gazer at the security checkin area and insignia at the Airport Access Road) with creatives linked to the new thematic campaign have been deployed.
Promoting Traditional Sports
Ambuja Cements teamed up with the Gujarat Giants as a title sponsor in one of India's most promising sports leagues - Ultimate Kho Kho League. During the early stages, Ambuja Cements launched onground campaigns with local contractors and channel partners. Beyond these campaigns, it provided an exclusive live match experience for channel partners. Through digital and TV promotions the Company expanded its coverage.
Channel Partner Meets
Celebrating strong relationships, and aligning with the mother brand's positioning, channel partner meets were held to mark the excellence of the Company's channel partners. Held nationwide and organised with precision by regional teams, these events garnered overwhelmingly positive feedback. Expressing gratitude and recognising their pivotal role in the Company’s success, the channel partner meets took a unique family-centric approach, extending Ambuja Cements' appreciation to their support systems. These events, focused on mutual growth, showcase a commitment to strengthening connections within the Ambuja Cements family
Enhancing Logistics Efficiency through Digital Transformation
The Company’s supply chain transformation focuses on strategic investments in automated logistics infrastructure and process automation. The Company has strategically implemented hardware and software solutions, integrated with SAP ERP, to optimise its extensive supply chain network.
Supply Chain Visibility Enhanced
The real-time AI-enabled tracking platform and analytics and machine learning deliver actionable insights from track and trace data. Ongoing efforts aim to increase global positioning system, curtail vehicle diversion, and optimise logistics costs, achieving a commendable 95% coverage.
This initiative has led to accuracy in shipment distances, improved customer shipment visibility and a reduction in freight leakages. Customers can now conveniently track shipments and receive estimated arrival times through the Company's mobile application and SMS alerts.
Parallelly, the Company is automating all in-plant logistics processes in a structured manner to de-bottleneck dispatch and reduce loading time.
Going forward, the Company aspires to automate all logistics operations, ensuring the longterm sustainability of this transformative supply chain initiative.
Supply Chain Planning and Optimisation
The Company has implemented a robust sales and operations planning framework to streamline its supply chain operations. This framework involves a linear programming model with monthly planning, weekly adjustments, and daily tracking to handle the intricacies of its extensive supply chain.
Acknowledging the need for more real-time insights into cost and availability to determine source selection, the Company is working on an improved sales and operations planning model. This real-time and dynamic order allocation system considers various factors, including order size, delivery status, total cost, inventory levels, vehicle availability, transit stock, committed delivery time, and the possibility of order clubbing. This streamlined approach will enhance Ambuja Cements' agility, optimising cost and service for a more efficient supply chain.
Efficient Procurement Transformation
The techno-commercial team of the Company has strategically reorganised, swiftly improving alignment, technology adoption, supplier relationship management, cost optimisation, risk mitigation, performance metrics, and process design during the year. Successful execution of numerous projects, showcasing the remarkable transformation within the techno-commercial function is a testament to the same.
Achieving Positive Outcomes through Procurement Initiatives
Fly Ash Contracts
Secured long-term Fly Ash agreements across the country, ensuring supply for expansion, and contributing ` 500/tonne to EBITDA over 5 years
Digital Upgrades
Implemented SAP – HANA for ERP strength, introduced digital dashboards for transparent, digitised, and meticulous monitoring of key performance indicators
Outsourcing Efficiency
Embraced service-level agreement-based outsourcing in grinding units, mining, and packaging plant operations for enhanced productivity and long-term fixed expense reduction
Smart Granule Buying
Established groundbreaking agreements with contract manufacturers, reducing packaging costs by 17% through volume bundling
Group ARC’s Adoption
Streamlined procurement through ARC buying within the Adani Group for efficient sourcing of multiple items, fostering synergy
Logistics Optimisation
Aligned Bogie Covered Fly Ash/Cement (BCFC) rakes for dedicated transportation, reducing uncertainty during peak seasons, leading to improved cost efficiency
Empowered Team
Recognised high performers with spot rewards, instituted time-bound servicelevel agreements, and defined key performance indicators for each team member, resulting in enhanced overall performance and the prioritising of employee satisfaction for optimal procurement results
Case Study
Building Stakeholder Relationships through 'udAAAn '
Through 'udAAAn , Ambuja Cements is enhancing its engagement with various stakeholders. Key initiatives include:’
Customers
- Implemented a focused approach to connect with the end-customers through the Company’s micro-market planning and actioning
- Improved brand visibility through bold outdoor marketing initiatives which were also acknowledged by local channel partners
Channel Partners
- Conducted several events focused on contractors to build closer relations with them
- Diversified the sources for alternative and more efficient materials allowing Ambuja Cements to optimise cost price
- Automated several systems for channel partners like introducing digital applications to facilitate real-time tracking and monitoring of the location of trucks and, initiated SAP and channel partners’ tally integration eliminating chances of errors from manual data entry