Ambuja Cements places community engagement at the heart of its corporate responsibility. By utilising Participatory Rapid Appraisal and digital platforms, it customises programmes to meet regional needs while fostering stronger connections with stakeholders. Through innovation and data-driven insights, Ambuja Cements enhances interactions with its stakeholders, including employees, customers, suppliers and investors. By prioritising ethical business practices and corporate social responsibility, Ambuja Cements not only focuses on strengthening its reputation but also on building a solid foundation for long-term success and mutual growth with its stakeholders to create shared value and foster positive relationships with the communities it serves.
Focus Areas
| Community Support | Customers | Distributors | Suppliers |
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Development and Key Initiatives
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Key Performance Indicators
` 50.27crore
Spent on CSR
5 million
Beneficiaries by 2030 Collaborations with other agencies to strengthen our efforts
2,622
Villages Impacted
7,770
Youth Skilled |
2.93 lakhs
Contractors Enrolled in Abhimaan Loyalty Programme
2.06 lakhs
IHB Engagement
40,440
Customer Sites Provided with Instant Mix Solutions
7.03 lakhs+
Strong Network of Architects, Civil Engineers, Contractors across Adani Cement |
25,250
New Channel Partners added during FY 2024-25
1,10,000+
Channel Partners with a Strong Nation-wide Distribution Reach |
96.74%
Directly Sourced from within India
23.99%
Directly Sourced from MSMEs |
Material Topics
Stakeholders Impacted
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Communities and NGOs
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Government and
Regulatory Authorities
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Suppliers
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Channel Partners
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Construction Professionals
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Media
UN SDGs Impacted
Overview
Ambuja Cements places a strong emphasis on community engagement as a core element of its corporate responsibility. Through its corporate social responsibility (CSR) initiatives, the Company has positively impacted over 3.48 million people across 2,622 villages in 28 districts and 12 states in India over the past 30 years. Community involvement is integral to its development efforts, driving measurable results that align with the United Nations Sustainable Development Goals (SDGs). Effective stakeholder engagement is a cornerstone of these programmes, with tools like the CSR Committee and Community Advisory Panel (CAP) employed at the plant level to ensure impactful outcomes. The CSR Committee plays a key role in overseeing and refining social responsibility initiatives, ensuring they create lasting positive change. Through these efforts, Ambuja Cements aims to build strong partnerships for local development, fostering trust and collaboration within the communities it serves.
CSR Beneficiaries till FY 2024-25
Villages Impacted
Approach
A systematic approach to identifying community needs and priorities, using methods such as Participatory Rapid Appraisal, micro-planning or baseline assessments, enables the development of region-specific programme interventions. This approach ensures active community engagement at every stage of the project, with meaningful contributions from all stakeholders.
1 Water Resource Management
Water is a critical lifeline, particularly for communities in rural India. To address this, Ambuja Cements has implemented a comprehensive water resource management strategy that focuses on providing safe drinking water, promoting rainwater harvesting, and ensuring the judicious use of water. Active engagement with stakeholders plays a key role in effective monitoring, driving improvements in both community water security and the Company’s water-positive status. In the reporting year, through its CSR, the Company launched a water literacy campaign, mobilising local communities to establish and strengthen 35 participatory groundwater management committees. These committees contribute to developing village water policies, plans, and budgets. Local water volunteers, known as 'Bhujal Jankars,' help collect data and raise awareness among residents. As part of its integrated water management efforts, Ambuja Cements also promotes efficient water use, including micro-irrigation, in collaboration with government and other stakeholders, benefiting numerous farmers.
- 462 rooftop rainwater harvesting systems (RRWHS) installed
- 363 awareness camps held on water resource management
- 49 check dams constructed
- 121 ponds revived
- 152 new drinking water structures created
- 495 farm ponds developed
- 2,869 hectares covered under micro-irrigation
- World Environment Day celebrated across locations with tree plantations and various environmental activities
Ambuja Cements Enhances Water Security in Rabriyawas
Ambuja Cements is supporting sustainable water resource management through its CSR initiatives. In the arid region of Rajasthan, the company has developed 60 farm ponds around its Rabriyawas plant, adding 2.89 lakhs cubic metres of water storage capacity. This initiative has significantly improved water availability, allowing farmers to cultivate 200-230 acres during the Rabi season and increasing crop intensity across multiple seasons.
Local farmers have seen a 35–40% rise in income, with expanded cultivation of mustard, cumin, wheat and vegetables. Shobha Devi Prajapat, a farmer from Rabriyawas, calls the ponds a 'game-changer' for year-round farming. This initiative reflects Ambuja Cements’ commitment to sustainability, rural empowerment and inclusive growth.
2 Agro-based Livelihoods
Agriculture employs over 70% of India’s rural population, making development in both farming and non-farming sectors a critical focus for sustainable community growth.
Ambuja Cements’ CSR initiatives prioritise enhancing agricultural livelihoods by promoting sustainable practices and modern technologies. Key efforts include raising awareness and building farmers capacity on crop diversification, water-use efficiency and introducing innovations such as drone technology. Initiatives like the Better Cotton Programme, organic farming, and the System of Rice Intensification aim to reduce input costs and boost crop productivity sustainably.
Additionally, animal husbandry and other agricultural ventures provide supplementary income to farmers. The CSR team has promoted 16 farmer-producer organisations, with 9,261 shareholders, including 33% women. The CSR team is also advancing solar irrigation solutions, offering cost-effective, eco-friendly options and making unused land productive. Through these initiatives, the Company underscores the importance of soil health to ensure long-term agricultural sustainability and productivity.
- 2,869 hectares brought under micro-irrigation
- 93,383 MT of biomass generated through 4 Farmer Producer Companies (FPCs) of local farmers
- 36,395 agricultural training sessions and 1,065 agri-allied training sessions conducted
- 11,636 soil samples tested with recommendations provided to farmers
- Established an oxygen park in Bhendavi, planting 3,600 saplings under the Chandrapur gram panchayat
- A total of 856,274 saplings planted across all locations
- 918 animal health camps organised, treating 89,163 animals
- 16 Farmer Producer Organisations (FPOs) formed with 9,261 shareholders, including 33% women participation
Ambuja Cements Empowers Farmers with Biomass Initiative
Ambuja Cements has empowered farmers in over 100 villages near its Marwar Mundwa plant through a sustainable biomass initiative. The Company’s CSR efforts led to the formation of a Farmer Producer Organisation (FPO), enabling farmers within 150 km to supply biomass from crop waste like mustard, fennel, cumin, and Juliflora.
Instead of burning crop waste, which causes emissions, the FPO helps farmers collect and sell it as biomass for the Company’s plant operations. Ambuja Cements supports farmers with agricultural inputs, market access, and training on modern farming techniques.
Despite challenges like rainfall dependency and market competition, the initiative has supplied over 52,201 MT of biomass in FY 2024-25, improving farmers' incomes and promoting environmental sustainability.
3 Skill and Entrepreneurship
Ambuja Cements is committed to empowering rural youth by providing skill training, creating alternate livelihood opportunities in remote areas. With 15 skill and entrepreneurship development institutes across 10 states, 7,770 students benefited this year, with an average 76% placement rate. The effort has raised the salary range for employed trainees to D14,600. A key focus area at these institutes is employability and entrepreneurship development, with integrated modules and a dedicated course on enterprise creation, encouraging trainees to start businesses in various sectors. The Company has also prioritised gender inclusion, with a significant percentage of women participating in technical courses, reinforcing its commitment to diversity, empowerment, and inclusivity.
- 7,770 youths trained under SEDI
- Launch of new AI & Data Science courses at SEDI Darlaghat and Nalagarh
- Microfinance Executive and Assistant Electrician batches have now been launched at SEDI Bathinda as well
- Celebration of World Youth Skills Day across all skill training centers
- SEDI Jaitaran received an award from the Rajasthan government for excellence in skill training
- SEDI Bhatapara students recognised by the Chief Minister of Chhattisgarh for outstanding achievements
- Placement partners' meetings held to strengthen industry linkages
- Multiple alumni chapters established to foster ongoing connections and support for graduates
Empowering Dreams: Transforming Rural Youth Through Skill Training
Darshit Gupta grew up in a small town, deeply rooted in his family's daily needs store — a business passed down through generations. While he cherished the stability and bond it provided, he aspired to explore new opportunities beyond his hometown. Determined to enhance his skills, he enrolled in the Accounts Executive (Tally Prime with GST) course at the Ambuja Foundation’s SEDI, drawn by its placement support and the potential for international exposure. The programme broadened his perspective, introducing him to global markets and modern business practices. Upon completing the course, Darshit secured a promising job with ROBT.STONE, an import-export company in Dubai, with a salary of ` 33,000 and housing accommodations. Though leaving his family and the familiarity of the store was challenging, he recognised this as a chance for personal and professional growth. With his family’s support, he embarked on his new journey, determined to make them proud. Expressing gratitude to the Ambuja Foundation, Darshit credits the training and guidance he received for transforming his career. His journey stands as a testament to the power of skill development, dedication, and the right opportunities in shaping a brighter future.
Youths skilled
Entrepreneurs across Diverse Sectors till Date
Empowering Rural Youth with Future Skills
Ambuja Foundation's SEDI has launched a new AI-Data Science course at its Darlaghat and Nalagarh centres in Himachal Pradesh to equip rural youth with in-demand skills for careers in Artificial Intelligence and Data Science. This six-month programme is aimed at graduates with a background in Science, IT, Commerce or Arts (with Mathematics and basic IT knowledge), helping them access job opportunities in the rapidly growing IT sector, especially in remote areas.
Building on the success of its ‘Future IT Skills‘ initiative, which trained 5,500 rural youth in partnership with AU Small Finance Bank, the foundation continues to bridge the skills gap by offering courses in data science, full-stack development, and Salesforce. With over 80,000 youth trained and a placement rate of 76% across locations, SEDI empowers underserved communities with the skills needed for sustainable employment and industry-ready careers in IT.
4 Community Health
The Company’s community health initiatives focus on curative, preventive and promotive care, covering maternal, child, and adolescent health, nutrition, sanitation, and both communicable and non-communicable diseases. Key programmes include community clinics, behaviour change support groups, and village health volunteers (‘Sakhis’) who connect communities with healthcare services. The ‘Atmiyata’ mental health project is expanding, while access to Ayushman Bharat health insurance is being promoted.
Following a breast cancer care event high-risk cases are receiving ongoing follow-ups in collaboration with medical partners. Telemedicine, piloted in Bhatapara and Darlaghat, has proven beneficial, and a nutrition improvement initiative is underway across 10 locations. The Company also supports tobacco cessation efforts at its Farakka and Sankrail locations, ensuring a comprehensive approach to community health.
- 310 ANC (Antenatal Care) camps benefitting 4,963 pregnant and lactating women through the Mother and Child Health programme
- 373 specialty camps reaching 27,104 people
- 129,270 truckers and allied workers engaged through health activities
- Over 22,300 community members benefitted from curative health services, including telemedicine, community clinics, and diagnostics
- 1,014 Non-Communicable Disease camps benefitting 33,500 individuals screened under NCDs
- 1,244 WASH awareness sessions held in schools
- World No Tobacco Day observed with awareness campaigns on the harmful effects of tobacco
- World Drugs Day awareness session organised at Truck Union Dabhota (HP) for truckers
- Anganwadi Participation certification awarded by UP Governor for building well-equipped centers
- 13,315 women provided with family planning aids (temporary methods)
- 1,346 WASH awareness sessions held in communities, benefiting 25,498 participants
- 191 malnutrition screening camps, with 6,966 children screened
- Eye screening camp held in Raigarh, Chhattisgarh, benefitting 115 individuals
- World Environment Day celebrated with tree plantations and environmental activities
- World Yoga Day observed across locations with various stakeholders
Ambuja Foundation Celebrates ‘Poshan Maah’ 2024
In September 2024, Ambuja Foundation celebrated Poshan Maah with a month-long campaign focused on raising awareness about nutrition and improving health outcomes in rural communities. In collaboration with the ICDS and Health Department, the Foundation organised a series of events, including health camps, community engagement programmes, rallies, and nutrition demonstrations. These initiatives targeted pregnant and lactating women, mothers, and children, with a particular emphasis on maternal nutrition and early childhood development. Special camps were held to educate women on the importance of balanced diets, breastfeeding, and family planning.
The campaign also featured sessions at Anganwadi centres, skill training institutes, and among adolescent groups, where participants learned how to prepare affordable, nutritious meals. In the first week of September, a cooking session on preparing a nutritious ‘Kichidi’ meal was organised, promoting the importance of healthy food choices. The initiative aimed to tackle malnutrition by empowering communities with knowledge on nutrition and its direct impact on health, with the theme "What you eat makes you who you are," emphasising the critical role food selection plays in overall well-being.
Tackling Non-Communicable Diseases in Bathinda, Punjab
In partnership with the Harvard T.H. Chan School of Public Health, Ambuja Foundation launched a three-year action research project in Bathinda, Punjab, to address the rising prevalence of non-communicable diseases (NCDs) such as Hypertension and Diabetes. The project assessed 11,000 beneficiaries, revealing a 24.3% prevalence of Hypertension and 8.3% of Diabetes, with only 15-16% of individuals seeking treatment. In response, the Foundation implemented an 18-month behaviour change communication campaign, which led to significant health improvements.
Beneficiaries adopted healthier lifestyles, including improved diets with more fruits and vegetables grown in backyard gardens, reduced sugar intake, and increased physical activity through open gyms, yoga centres, and walking groups. These changes resulted in reduced body weight, waist circumference, and blood pressure levels. As a result, 11,000 individuals gained awareness of the dangers of Hypertension and Diabetes, marking a significant step toward improving community health in the region.
Ambuja Cements Launches Model Anganwadi in Gee Saidpur
Ambuja Cements is enhancing early childhood education and community health through the inauguration of a model Anganwadi in Gee Saidpur, Haridwar. Located near the Company’s Bhagwanpur plant, this initiative provides a vibrant, safe learning environment for children, featuring BaLA (Building as Learning Aid) murals, educational boards, and comfortable furniture to support effective learning. The facility also includes essential health resources, such as growth measurement tools and a nutrition knowledge center, where health screenings are regularly conducted.
This Anganwadi is part of Ambuja Cements’ broader CSR efforts, which have previously established similar initiatives in nearby villages like Daudbasi and Chhapur. The model centers on promoting education, health, and community well-being, with activities that encourage cultural understanding and social interaction. By providing critical infrastructure, Ambuja Cements is empowering rural families and helping shape a brighter, healthier future for the children of Gee Saidpur.
Strengthening Rural Healthcare: Ambuja Cements’ Breast Cancer Awareness Initiative
Ambuja Foundation, in collaboration with AIIMS Bathinda, the Association of Breast Surgery (UK), the Association of Breast Surgeons of India, and the Punjab Medical Council, organised a three-day Breast Cancer Awareness programme in Bathinda, Punjab. The initiative aimed to educate rural communities and enhance early detection efforts. Over 100 women attended the health check-up camp, benefiting from expert screenings and consultations.The programme also trained regional doctors, Community Health Officers, and frontline workers, equipping them with skills to identify high-risk symptoms and conduct self-examinations. Given the rising incidence of cancer in Punjab, such interventions are crucial. Ambuja Foundation, committed to improving healthcare access in underserved areas, continues to expand awareness campaigns and strengthen rural healthcare networks.
5 Women Empowerment
As part of Ambuja Cements' commitment to women’s inclusion, the Company has focused on establishing and empowering self-help groups (SHGs) to enhance women's social and financial well-being. This year, the emphasis has been on scaling up SHGs to support enterprise development and create livelihood opportunities for women. In collaboration with the National Bank for Agriculture and Rural Development, the Company has secured financial support for SHGs through joint liability groups. Till date, Ambuja Foundation has formed eight women’s federations, benefiting over 24,630 members, with continued efforts to provide guidance on SHG management and governance for sustained growth.
- 210 new SHGs formed, bringing the total to over 3,258
- 1,359 capacity building sessions held to strengthen SHGs
- 7,456 women benefitted from income generation activities
- Several women-led enterprises initiated
- Facilitated the first AGM for Virasat (Women's Federation) in Bathinda
LEAD Endorses Ambuja Cements' Impact on Women Empowerment
An independent review by LEAD, Krea University (IFMR), has recognised the transformative impact of Ambuja Cements' CSR initiatives in Bhatapara, Chhattisgarh. The study validates how the Company’s support for Self-Help Groups (SHGs) has created sustainable livelihood opportunities for rural women in Baloda Bazaar. By providing skills training, financial access, and entrepreneurial support, these initiatives have enabled women to achieve financial independence, strengthen their families, and drive lasting economic resilience in their communities. This endorsement underscores Ambuja Cements’ commitment to fostering inclusive growth and social empowerment.
Marwar Mundwa – Enterprise Development through Women’s Federation in Rajasthan
Saroj’s journey from a struggling housewife to a successful entrepreneur in Mundwa, Rajasthan, highlights the transformative power of entrepreneurship. Married at 16 and facing the challenge of supporting her family, Saroj’s life changed in 2019 when she joined Ambuja Foundation’s Women Empowerment Programme. Starting as a volunteer, Saroj gained financial independence and confidence, earning H 8,000 monthly. In 2021, she joined the Radha Krishna Self-Help Group (SHG), which became a key platform for accessing financial resources. Through SHG loans, Saroj funded her family’s needs, including her daughter’s school fees and agricultural expenses, demonstrating financial discipline and growth.
In 2024, with the support of the Marushree Mahila Vikas Samiti, a women’s federation, Saroj expanded her business by borrowing ` 50,000 from her SHG to establish a spices production unit. Today, Saroj earns ` 15,000- ` 18,000 monthly from her shop and goat farming, ensuring her family’s financial security and her daughters’ education. Saroj’s story is a testament to how women’s federations and SHGs can empower women, helping them build sustainable livelihoods and become role models for their communities.
Self-Help Groups
Members
Empowering Punjab’s Women Artisans through Revival of Traditional Handicrafts
Ambuja Cements is revitalising Punjab’s traditional handicrafts through a CSR initiative that empowers 90 women artisans in rural areas. The programme focuses on preserving traditional arts such as phulkari embroidery, charpai weaving, and basket-weaving, while equipping women with the skills needed to become primary breadwinners for their families. By blending craftsmanship with contemporary appeal, the initiative helps these women create high-quality products and provides direct market access via exhibitions and online platforms.
A key success story is that of Karamjeet Kaur, who transformed from a struggling homemaker to a thriving entrepreneur. With support from the Guru Tegh Bahadur Self-Help Group, Karamjeet overcame financial challenges and launched Virasat-E-Malwa, a collective of 90 women artisans. Today, the group creates a diverse range of handicrafts and earns a sustainable income, allowing women like Karamjeet to achieve financial independence and empowerment. Ambuja Cements’ initiative not only preserves cultural heritage but also uplifts women, ensuring a more inclusive and sustainable future.
6 Quality Education and Sports Promotion
Ambuja Cements places a strong emphasis on holistic student development by enhancing school environments with essential infrastructure like water, sanitation, STEM labs, libraries, and sports facilities. The Company tackles dropout rates, especially among girls, by focusing on menstrual hygiene, sanitation, and infrastructure quality, with village volunteers and expert teacher training playing key roles. Through the Ambuja Manovikas Kendra (AMK), Ambuja also supports differently-abled children, offering life and vocational skills for their integration into society.
- 124 schools benefited from physical education, reaching 10,000+ students
- 111 sports competitions
- 109 reading competitions and 56 STEM Labs benefiting 4,282 students
- Financial literacy sessions for 160 students across 8 schools
- 1,244 WASH awareness sessions conducted
- 'School of Excellence' award to 3 schools in Himachal Pradesh
- Ambuja Manovikas Kendra won the 'Overall Championship Trophy' at Umang 2024
Strengthening Students through Sports Promotion – Khel Utsav
Khel Utsav, a flagship sports initiative by Ambuja Cements, provides a competitive platform for students from various government schools to showcase their athletic talents and improve their physical endurance. This year over 3,500 students from 124 schools participated in the event, competing in sports like Kabaddi, Kho-Kho, Shot-Put, Long Jump, and sprints (100m and 200m), across different age categories—Under-12, Under-14, and Under-17.
The initiative aims to foster a sports-friendly environment, ensuring that every student has the opportunity to engage in physical activities and develop their skills. By focusing on inclusivity and talent recognition, Khel Utsav plays a crucial role in promoting sportsmanship and encouraging holistic development among students.
7 Rural Infrastructure
Development of required infrastructure facilities for the core villages is emphasised by the Company and resources are invested to ensure the same. Need-based activities in consultation with the local bodies and contribution from the community improve overall living standards for the locals.
- Installation of streetlights, including solar-powered, totalling 284
- 81 km of road constructed or renovated including gravel road
- 879 M of drainage constructed or repaired
- 106 Dustbins provided
- 8 bridges or culverts constructed or renovated
- 120 units construction or renovation, including Anganwadis. School Boundary Wall, Community Hall, Health Centre, Gaushala Parapet Wall, and Public toilet.
Ambuja Cements Transforms 88-Year-Old Bhoygaon School, Wins `14 Lakh Award
Ambuja Cements, through its CSR efforts, has transformed the Zilla Parishad Upper Primary School in Bhoygaon, Maharashtra, into an award-winning institution. The 88-year-old school recently won first place in the ‘Mazi Shala, Sunder Shala’ competition earning ` 14 lakh. With the school in a dilapidated state, Ambuja’s intervention included funding a library, donating books, and organising extracurricular activities, including sports and vocational training. The Company also initiated cleanliness drives, created a garden, and helped the school achieve an ISO rating. This transformation has revitalised the school and attracted further financial support, contributing to the brighter future of its students.
Relationship Management
Building strong, lasting relationships with business partners, suppliers, contractors, and channel partners is key to staying competitive and uncovering new opportunities. Collaboration and open information sharing are essential for maintaining an agile supply chain. As a customer-centric Company, Ambuja Cements prioritises understanding and integrating customers' evolving needs, perspectives and sustainability expectations into its decision-making processes. Cultivating trust and loyalty with these stakeholders is fundamental to enhancing the brand's reputation and ensuring long-term business success.
Suppliers
Local (Indian Suppliers)
Foreign Suppliers
Critical Suppliers (for Sustainability Criteria aligned with Supplier Code of Conduct)
Directly Sourced from within India
Directly Sourced from MSMEs
Tailor-made Solutions for Stakeholders
| Stakeholders | ||||||
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Customers  |
IHB Meets
14,000+
IHB Events
2.06 lakhs+
Coverage |
Site Services
1,08,832
Services Given
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Contractors  |
Plant Visits
291
Plant Visits
6,000+
Coverage Skill Building Workshops Ambuja Cements' skill-building workshops help contractors enhance their technical knowledge in cement and construction practices. Upon completion, contractors receive a certificate as proof of their expertise. Some of the workshops offered include:
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Mega Events
376
Mega Events
40,000+
Coverage |
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Professionals  |
Technical Lectures
231
Technical Lectures
11,000+
Coverage |
Plant Visits
12
Plant Visits
256
Coverage |
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Strengthening Contractor Connection
Ambuja Cements serves a diverse customer base, including Individual Home Builders (IHBs), developers, institutional clients, masons, contractors and professionals. Among these, IHBs are the most crucial segment, as they increasingly rely on contractors for decision-making. Contractors, who typically handle 25 to 30 MT of cement per month on average, are seen as key influencers, similar to retailers in the supply chain. To strengthen its relationship with this community, generate market excitement, and broaden its reach, Ambuja Cements has introduced large-scale experiential events for contractors. These events not only recognise outstanding contractors but also educate them on sustainable construction practices, showcase Ambuja’s products and services, and enroll new contractors into the Company's loyalty programmes.
Giants Together – Celebrating the Real Stories
The ‘Giants Together’ campaign celebrates the true heroes of the cement industry—the contractors who have partnered with Ambuja Cements over the years. This campaign highlights the immense hard work, strength, resilience, and craftsmanship of these contractors, who have not only played a pivotal role in shaping homes but have also worked tirelessly to uplift themselves. Through authentic storytelling, the campaign showcases how these contractors have grown and, in turn, helped others grow by employing people and supporting their communities.
The objective was to highlight their success stories, recognise their invaluable contributions, and inspire others to follow in their footsteps. By focusing on the achievements of the contractor community, the campaign reinforces Ambuja Cements' commitment to their growth and success. It also strengthens the bond between Ambuja and its contractor partners, ensuring long-term collaboration.
Successfully amplified on platforms like Instagram, Facebook and YouTube, the campaign resonates deeply with audiences through its focus on real people and shared values of trust, strength, and community. This success not only celebrates the hard work of contractors but also deepens Ambuja Cements' connection with the community that is central to its business.
' Launch of Reward Hub for Contractors
The Reward Hub, integrated into the RewardConnect app, is a unified platform for stakeholders in the cement industry, including influencers and channel partners. Previously, loyalty programmes like Laksh-Asman and Abhimaan operated separately, but the digital team has now streamlined them into one cohesive experience. Launched in 2020 and expanded with the Ambuja Abhimaan app in January 2023, the initiative has successfully onboarded several lakhs contractors and garnered industry awards, such as 'Most Innovative Loyalty Programme' and 'Best Customer & Influencer Engagement Initiative'.
The RewardConnect app empowers contractors to earn points, achieve tier upgrades, and access benefits like insurance coverage for themselves and their families. Contractors can redeem points for useful gifts, including construction tools to grow their business. The app also integrates previous platforms into a more user-friendly system, with features like self-enrolment, business tools, and gamification. It enhances business visibility, lead generation and efficiency, benefitting contractors, channel partners, and the Company. Since its pilot launch, over 90,000 contractors have joined the app, with a nation-wide rollout set to provide comprehensive training and support for all users.
Contractors Migrated across Regions with the Help of the Application
Ambuja Cements Wins Best Customer Service Award
Ambuja Cements is thrilled to announce its success at the 17th Customer Fest Show India 2024, where it stood out among over 60 corporate brands from industries like banking, manufacturing, retail, automobile, and insurance. The Company presented its “AAA Certified Technology” in the customer service category, which was rigorously assessed by a distinguished jury led by Mr. Anubhav Mehrotra, CXO at Tata 1mg. The Company is honoured to have received the prestigious “Best Customer Service” award at the event, held on May 23, 2024, in Mumbai.
Engineers and Architects
Ambuja Cements, in partnership with IIT Kanpur and infrastructure experts, recently launched the ’Executive Excellence Programme’ (EEP), a four-day residential course aimed at advancing the skills of engineers and architects in the construction industry. This exclusive programme, taught by IIT Kanpur’s esteemed faculty, equips professionals such as structural engineers, concrete technologists, project managers, and quality assurance experts with cutting-edge knowledge, while fostering networking and collaboration.
Designed to make the course accessible, Ambuja Cements sponsored the entire fee, allowing a broader range of professionals to benefit, including representatives from Delhi Metro Rail Corporation and MAX Infra. The EEP has received outstanding feedback for its relevant, industry-specific content, reinforcing Ambuja Cements’ commitment to driving infrastructure excellence and supporting nation-building through the development of skilled professionals in the construction sector.
The EEP has received tremendous feedback for its impactful content and organisation, reaffirming Adani Cement’s role in shaping the future of infrastructure development. By equipping engineers and architects with the latest tools and techniques, the programme supports the vision of nation-building and drives progress through excellence in the construction sector.
Initiatives Undertaken during FY 2024-25
Engineers’ Day Celebration
To mark Engineers’ Day 2024 and honour the legendary Bharat Ratna Mokshagundam Visvesvaraya, Ambuja Cement hosted an inspiring nationwide celebration featuring several technical seminars and engaging ‘Concrete Talks’.
Passport to Success
The Company has established distinct identities for its contractors through various levels of accreditation, enhancing their performance and offering tailored incentives.
Quality Week
World Quality Week is an annual event dedicated to promoting best practices in quality management and raising awareness. Several technical events were organised for B2B customers and QA/QC engineers, engaging many participants.
Branding and Marketing
The Company’s marketing strategy strengthens the brand with creative communication. Ambuja Cements focuses on impactful on-ground branding for regional initiatives and utilises digital platforms for effective and relevant messaging.
Cementing Excellence, Building Trust
Ambuja Cements has long been a symbol of quality, innovation, and reliability, shaping India’s infrastructure with its unwavering commitment to excellence. The Company has consistently redefined industry standards and emerged as a leader in sustainability and customer-centric solutions. Ambuja Cements’ Strength and performance continues to grow stronger, earning prestigious accolades year after year.
Iconic Brands of India
Ambuja Cements, along with its subsidiary ACC, has been honoured as one of the Iconic Brands of India 2024 by The Economic Times, marking the third consecutive year of receiving this distinguished recognition. This prestigious award reflects the brands’ commitment to quality, innovation, and customer satisfaction, while reinforcing their leadership in the industry. The accolade also underscores their significant contributions to nation-building and sustainable growth.
Ambuja Cement and ACC has been ranked as top 2 most trusted cement brands in the country for two consecutive years.
According to TRA Research's Brand Trust Report, Ambuja Cements is ranked as the No. 2 Most Trusted Brand, with its subsidiary ACC securing the top spot as the No. 1 Most Trusted Brand for two consecutive years. This remarkable achievement is the result of both brands' dedication to innovation, sustainability, and customer-centric solutions that continually exceed customer expectations.
Ambuja Cements’ Approach to Branding and Marketing
Ambuja Cements has strategically focused on enhancing its sales through a comprehensive approach that combines traditional and digital marketing strategies. The Company leverages its extensive distribution network of over 1,10,000 channel partners nationwide to ensure product availability and accessibility across the country. By offering customised services to various stakeholders, including individuals, builders, architects, and engineers, Ambuja Cements has built strong relationships and trust with its customers. This customer-centric approach has been instrumental in driving sales and maintaining a competitive edge in the market. The Company blends on-ground branding for regional initiatives with digital platforms to achieve targeted and effective outreach.
Digital marketing plays a crucial role in Ambuja Cements' branding and sales strategy. The Company maintains a strong digital presence through its website and social media platforms, such as Facebook, Instagram, YouTube and Linkedin. By engaging with customers online, Ambuja Cements is reaching a wider audience and effectively communicating its brand values and product offerings. Digital marketing also allows the Company to tailor its messaging to specific customer segments, enhancing the overall customer experience and driving sales growth.
Enhancing Ambuja Cements’ Digital Presence
Ambuja Cements has significantly evolved their digital presence, focusing on creating a comprehensive ecosystem across social media, video, and interactive content. By blending brand ethos, engaging storytelling, and performance-driven strategies, the brand has established itself as a leader in both physical and digital realms.
This success is driven by consistent content amplification and strategic planning, with each piece carefully crafted to reinforce brand values of strength and trust while engaging audiences in real time. In September 2024 alone, the campaigns reached over 24.1 million accounts, garnered over 250K interactions, and achieved a 1.5% engagement rate.
Accounts reached through digital campaigns
Interactions occurred through digital campaigns
The key to this success lies in a creativity-driven approach, using innovative digital strategies and data-backed insights to drive engagement. These efforts have strengthened the brand’s presence and deepened its connection with audiences, proving that even legacy brands can thrive in the digital age with the right creativity and ideas.
Celebrating 'Real-life Giants' of India
On India’s 78th Independence Day, Ambuja Cements paid tribute to the nation by Launching a new film. Ambuja Cements’ ‘Tum Virat Ho’ honour’s the remarkable individuals who have devoted their lives for the betterment of the country.
In this film, Ambuja Cements salutes the selfless individuals who embody resilience and strength. From Ladakh to Tamil Nadu, and Mumbai to the Sundarbans, these individuals are working tirelessly to improve the nation, offering education to children, providing accessible healthcare, and creating a cleaner, greener environment for future generations.
Ambuja Cements Celebrates Mother’s Day by Transforming Moms into AI Superheroes
This Mother’s Day, Ambuja Cements celebrated the strength of mothers through a special social media campaign. People shared photos and stories highlighting their mothers’ unique ‘superpowers’ and everyday contributions.
The campaign was a huge success, garnering over 34.5 million views. Within 24 hours, more than 100 photos were shared, showcasing the incredible qualities of mothers. Using AI, Ambuja Cements created a composite ‘Super Woman’ image from 20 of these photos, dubbing them ‘MazbootMom’ to honor the remarkable strength of these mothers. The campaign was a heartfelt tribute, celebrating the resilience and importance of mothers everywhere.
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Campaign very Well-received
Driving Transformation with a Bold Shift to Premium Products
Ambuja Cements recognised that the future of the industry lies in offering not just products, but premium solutions that add true value. With the goal of increasing its premium product share from 13% to 40%, the Company set out to redefine its brand positioning by focusing on premium offerings that deliver superior quality and performance. This wasn’t just about selling products—it was about changing perceptions and transforming the market.
The strategy was built on deep engagement, targeting Individual House Builders (IHBs) with personalised campaigns, digital promotions, and innovative loyalty schemes that highlighted the true value of premium offerings.
Execution was key. The team took to the ground with ‘chaupals’ and IHB clinics, connecting directly with stakeholders and demonstrating the power of Ambuja’s premium range. Simultaneously, the campaign utilised the reach of digital platforms like Facebook and WhatsApp, amplifying the message to a wider audience. Workshops and product certifications helped contractors feel empowered, strengthening relationships and reinforcing the brand’s commitment to their success.
The results spoke for themselves. Ambuja not only achieved a 24% delta gain in volume but also exceeded its targets by 7% in December 2024. With an NSP gain of ` 480 PMT, the shift was more than just financial — it marked a true transformation in how customers perceived the brand. Through a powerful combination of strategy, execution, and teamwork, Ambuja Cements solidified its position in the premium market, proving that with the right mindset, growth and success are inevitable.
Monsoon Ad Campaign – #BuildWithKawach
Ambuja Cements’ Monsoon Ad Campaign showcased its flagship product – Ambuja Kawach. The campaign was designed in response to the fact that 60-70% of residential buildings in urban areas experience water seepage and leakage during the monsoon season. This insight provided a timely opportunity to target urban homeowners with long-term solutions to common monsoon-related issues. The ad was carefully crafted to highlight these challenges, raising awareness about the products that could protect homes during the rains.
The digital ad film was strategically distributed across multiple platforms, targeting homeowners, builders, and contractors. The campaign not only promoted the products but also conveyed a message of strength and protection in challenging weather conditions. With a reach of over 16.1 million, 48K+ likes, and 820K+ impressions, the campaign successfully engaged its audience and reinforced Ambuja Cements' commitment to providing durable solutions for Indian homes.
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Celebrating Occasions, Strengthening Bonds
Festivals are more than just celebrations—they are moments that unite people, creating a sense of belonging and shared joy. Ambuja Cements embraces these cultural and national occasions to strengthen its connection with consumers and channel partners, ensuring the brand becomes an integral part of treasured traditions. Through engaging campaigns, strategic branding, and innovative storytelling, Ambuja Cements continues to craft memorable experiences that resonate across generations.
Festival-Based Brand Campaigns
Festival-based brand campaigns were conducted during key regional festivals to create emotional connections with consumers and channel partners. These campaigns targeted festivals such as Poila Baisakh in West Bengal, Baisakhi in Punjab, Ugadi in Karnataka, Vishu in Kerala, Gudi Padwa and Ganpati in Maharashtra and other states, Onam in Kerala, and Chatt Puja in Jharkhand.
Various promotional activities were rolled out, including gifts, counter arch branding, and events for channel partners. To boost visibility, branding elements were placed in high-footfall areas like pandals.
Some of the highlights of the festival-based campaigns included a partnership with Lalbaugcha Raja in Mumbai, where branding was done at the VIP entry and waiting area, along with over 150 double-sided lollipops and more than 700 danglers. Branding also took place at key Ganesh pandals in Bangalore, Jalgaon, and Nashik. Additionally, the Onam campaign featured a 5-day van activity across more than five districts, combining consumer activations with channel partners’ family gatherings.
Durga Puja 2024 Film
In its Durga Puja Film, Ambuja Cements showcased the devotion of devotees towards Maa Durga and her annual homecoming, symbolising the strength of belief to overcome darkness and bring light to all. The film was created entirely using AI, marking an industry first, and gained significant digital PR coverage across platforms like Mad Over Marketing and Afaqs.
Diwali 2024 Film
Ambuja Cements’ Diwali film 2024 celebrated those who keep the family together with love and warmth and are the pillars of strength at home within families, reaching over 22 million views.
Republic Day 2025 Film
Ambuja Cements' Republic Day film, ’Four Walls, Infinite Possibilities,’ symbolised the aspirations, resilience, and progress that these walls represent. The film highlighted the nation's journey from freedom to progress and honouring the sacrifices and dedication that have shaped modern India.
Running Television Campaigns
The brand maintained a continuous on-air presence for 36 weeks, reinforcing its messaging and reaching over 800 million viewers across entertainment, news, and movie channels. It led the cement category with a 50%+ Share of Voice (SOV) in priority markets. During the campaign, 90% of the audience viewed the ads at least five times. The brand also dominated the movie genre by associating with top world TV premieres such as Sam Bahadur, Dunki, Sarfira, Maidaan, Munjya, and Mission Raniganj, etc. Additionally, it featured on key events such as Independence Day, Budget Day and the Prime Minister’s speech.
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Strategic Sports Brand Association
The brand made significant strides in sports marketing, associating during major events like the IPL on JIO Cinema IPL at JIO Cinema, reaching 300 million+ viewers over two months. Its association with the T20 World Cup further extended its reach to an additional 250 million viewers in June 2024. In-stadia branding during the Indian cricket team’s home series helped boost brand recall. The brand also engaged in hyper-local sports associations, including the Chhattisgarh Premier League and Calcutta Football League.
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Strengthening Sporting Partnerships Nationwide
Ambuja Cements proudly served as the title sponsors for the Gujarat Giants, demonstrating its strong commitment to supporting major sporting events. The Company collaborated with Women’s Premier League (WPL), driving significant brand engagement. Their digital campaign, which featured player interviews, and behind-the-scenes content, garnered approximately 2 million views. The initiative achieved a remarkable 34 million reach and 59 million impressions, reinforcing the brands’ leadership and influence in the sporting world.
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Partnership with Adani Ahmedabad Marathon 2024
Ambuja Cements proudly partnered with the Adani Ahmedabad Marathon 2024 as ‘Powered By’ sponsors. The brand had a prominent presence throughout the event, engaging with participants and audiences during the Bib Expo days and Marathon Day.
Localised Brand Activations
The Company executed several impactful brand activations across regional markets. The 'My Mushak Messenger' during the Ganpati Festival reached societies and pandals across the rest of Maharashtra market. Kaabil Sarpanch in the Bhatinda market honoured outstanding work by local Sarpanches, creating buzz and driving brand recall. Sharad Ananda, a pandal activation during Durga Puja in Kolkata, helped engage a large audience throughout the campaign. These localised initiatives have effectively strengthened bonds with communities, enhancing brand saliency and recall.
Premium Product Campaign: Leveraging a Strategic Marketing Mix
Ambuja Cements recognised that a shift towards premium products was key to achieving long-term growth, with a particular focus on Ambuja Plus in the premium category and Ambuja Kawach in the super premium category. The goal was not only to increase sales but also to establish a strong presence for these premium offerings in the market and generate excitement among customers.
The campaign centred on raising awareness and building demand, and it was powered by a carefully crafted mix of marketing tools. Outdoor advertising was deployed in high-visibility areas to communicate the key benefits— faster construction and protection from seepage. A radio campaign expanded reach to all major towns, ensuring broad visibility of the premium products. To further drive excitement and engage
consumers at the cement counters, a consumer scheme was introduced, offering small value gifts with purchases of premium products. This was amplified with posters and digital messaging to ensure maximum visibility and impact. The results were clear — premium product sales increased from 23% (4.9 million MT) to 25% (5.6 million MT) in just the first half of the year. The integrated marketing approach proved effective in raising awareness, engaging customers, and ultimately driving the growth of Ambuja’s premium product portfolio, solidifying the brand's reputation for quality and innovation.
Premium Signage for Enhanced Brand Visibility
Ambuja Cements is enhancing its brand presence and consumer engagement by modernising traditional signage in the cement industry. Traditional non-lit flex signage for front shop boards has been upgraded to premium options like Glow signboards and ACP (Aluminium Composite Panel) boards. Since last year, ACP boards have been introduced across East, West, and Central regions, provided to select channel partners based on high sales volumes or strategic locations. These premium signboards have been installed at hundreds of channel partner counters, receiving positive feedback for their visibility in crowded markets. As a result, Ambuja Cements’ brand visibility has increased, and sales teams are eager to expand this signage to more counters.
Channel Partner Meets
To celebrate strong relationships and align with the mother brand’s positioning, channel partner meets were organised to honour the excellence of the Company’s channel partners. Held nation-wide and expertly coordinated by regional teams, these events received overwhelmingly positive feedback. In expressing gratitude and recognising the vital role of channel partners in the Company’s success, the meets took a unique family-oriented approach, extending appreciation to their support systems. Focused on mutual growth, these events highlighted Ambuja Cements’ commitment to strengthening connections within the Ambuja family.
Supply Chain Visibility
The real-time AI-enabled tracking platform, combined with analytics and machine learning, provides actionable insights from track-andtrace data. Ongoing efforts focus on enhancing GPS accuracy, reducing vehicle diversion, and optimising logistics costs, achieving 95% coverage. This initiative has improved shipment distance accuracy, increased customer shipment visibility and reduced freight leakages. Customers can now easily track shipments and receive estimated arrival times via the Company’s mobile app and SMS alerts.
Simultaneously, the Company is systematically automating all in-plant logistics processes to streamline dispatch and reduce loading times. Moving forward, the Company aims to fully automate its logistics operations, ensuring the long-term sustainability of this transformative supply chain initiative.
Supply Chain Planning and Optimisation
The Company has implemented a robust sales and operations planning framework to optimise its supply chain. This framework uses a linear programming model with monthly planning, weekly adjustments, and daily tracking to manage the complexities of its extensive supply chain. Recognising the need for real-time insights into costs and availability for better source selection, the Company is developing an enhanced sales and operations planning model. This dynamic order allocation system factors in 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 improve Ambuja Cements' agility, optimising both cost and service for a more efficient supply chain.
Channel Finance
To enhance business collaborations and support the growth of its channel partners, Ambuja Cements has introduced a Channel Financing Facility in partnership with leading banks—SBI, ICICI, and Yes Bank. This customised financing solution offers favourable terms to meet the unique needs of channel partners, providing them with flexible and convenient options to effectively manage working capital and drive business success.
Key Benefits of the Channel Financing Facility
- Competitive Interest Rates: Attractive rates negotiated by Ambuja Cements for buying goods from Adani Cement.
- No Upfront Costs: ICICI Bank and Yes Bank charge no upfront fees, while SBI's fees are minimal.
- Ease of Working Capital Management: Helps meet working capital needs effectively
- Unsecured Facility: No need for asset mortgage or hypothecation with ICICI and Yes Bank.
- Digital Processing: Quick approval with minimal paperwork, ensuring faster access to funds.
Procurement
The Company’s techno-commercial team has been strategically reorganised, leading to significant improvements in alignment, technology adoption, supplier relationship management, cost optimisation, risk mitigation, performance metrics, and process design over the year. The successful execution of numerous projects highlights the remarkable transformation within the techno-commercial function.
Ambuja Cements decided to implement Ariba e-auctions for aggregates and sand by selecting specific locations and focusing on vendor engagement. This involved influencing vendors, providing training, and securing their participation. As a result, several successful e-auctions were held across the East, North, and West regions. The rollout of the locally-built Digital NFA Portal replaced the Adobe platform saving H 136 per document, with data securely stored on internal servers.
Digitalising Contract Administration for Enhanced Efficiency
The Contract Administration Department (CAD) plays a vital role in managing contracts across the cement industry, dealing with agreements from suppliers, customers and stakeholders. Traditional contract management, relying on manual and paper-based systems, often leads to inefficiencies, errors, and a lack of transparency. This has highlighted the need for digitalisation to streamline processes and improve accuracy, compliance, and collaboration.
Key initiatives include the launch of vSPEED, an Electronic Contract Management System (ECMS) designed to centralise contract storage and automate workflows. vSPEED features real-time tracking, automated compliance checks, and change order management, allowing stakeholders to efficiently monitor contract statuses, manage changes and ensure compliance. Its integration with ERP systems enhances data accuracy and facilitates smoother operations across procurement, finance and supply chain management.
The benefits of digitalising CAD processes are significant. Automation of repetitive tasks has reduced the turnaround time for vendor invoice processing from 15-20 days to just 5-7 days. The system also minimises human error, improving data accuracy and document handling. Additionally, enhanced transparency and collaboration tools improve communication across departments, ensuring informed and timely decision-making.
The digital transformation also optimises costs by reducing reliance on physical storage and manual labour, while better compliance management helps mitigate legal and regulatory risks. Overall, digitalisation not only increases efficiency and accuracy but also strengthens decision-making, maximising business value and ROI. By automating key aspects of contract administration, CAD is positioned to manage growing contract volumes with greater agility and effectiveness.
