Customer Capital

Our ambition is to establish ourselves as India’s premier retail construction brand, recognising the need for diverse strategies to effectively serve our wide-ranging customer base in such a diverse country. We prioritise equal attention and service for all our customers, which is why we have dedicated teams specifically tailored to serve both our Trade and B2B segments. Our services encompass a broad spectrum, catering to various customer categories including Individual House Builders (IHBs), institutional projects, commercial projects, mass housing, and infrastructure projects such as roads, dams, and bridges. During the reporting period, the retail segment accounted for 77% % of our total revenues.

At Ambuja Cement, sustainability is our key priority and we continue to innovate in developing sustainable products and solutions for construction for our customers. Our sustainable construction offerings, such as Ambuja Plus, Ambuja Kawach, Ambuja Compocem, and Ambuja Cement (PPC), have established our brand’s reputation for long-lasting and durable structures. With ~85 to 90% blended cement, we reduce our carbon footprint by ~30% compared to ordinary Portland cement, preserving natural resources like limestone and utilising waste materials like fly ash and slag. Our blended cements are listed in GRIHA’s Green Product Catalogue, aligning with our sustainability goals. As a validation of our efforts, Ambuja Kawach received recognition as the ‘Best Use of Innovation to Enhance Customer Experience’ at the Customer Fest show 2022 in Mumbai.

Customer Support and Satisfaction

Our unparalleled product portfolio, a customercentric philosophy, and an unwavering commitment to accessibility, help us consistently deliver the highest level of customer satisfaction. Through our well-established channels, we actively measure and enhance customer satisfaction, enabling us to assist them in constructing resilient, resource-efficient, and cost-effective structures. Our philosophy of continuous improvement ensures that we consistently exceed customer expectations and provide exceptional service.

We measure brand equity by conducting brand health studies on individual customers. The satisfaction level of dealers is evaluated using the Net Promoter Score (NPS) methodology. We also have an internal system of getting feedback from the market through virtual means.

Product quality complaints raised through tollfree number (1800 22 3010) printed on all cement bags are managed through a customer complaint handling system.

Capital-wise performance > Relationship capital

Customer and Influencer Engagement

Our commitment has always been to provide exceptional services and top-quality products that delight our customers. We have proactively built strong connections with architects, engineers, contractors, and masons to ensure an enhanced experience for our end consumers. Despite the challenges posed by the pandemic, we have implemented innovative approaches to stay connected with our customers. We organised mental and physical well-being sessions for our external stakeholders and their families, while also arranging virtual bonding activities with our channel partners and their families. To cater to the specific needs of each stakeholder group, we have developed dedicated mobile and web applications, continuously improving them based on their valuable feedback. Additionally, we conduct virtual meetings to maintain digital connections with our customers. To further strengthen relationships, we have introduced the Ambuja Abhimaan platform, a comprehensive initiative aimed at engaging influencers and reinforcing our connections.

Influencer Engagement and Relationship

Through our 18 Ambuja Knowledge Centres, we are working as a knowledge sharing and technology transfer platform for all the professionals working in the construction industry. We use our AKC platform to promote and educate about sustainable construction as well as advance construction material and techniques. Around 15,500+ Professionals participated in various knowledge sharing activities through Ambuja knowledge Centre platform which includes physical & virtual modes. Some of major events are mentioned below:

Concrete Talk at BAPS event, Ahmedabad

We have associated & participated in BAPS Event on the eve of 100^th Birth Anniversary of Pujya Pramukh Swami Maharaj at Ahmedabad. GICEA & BAPS organised a 1-day seminar for Civil Engineers and Architects. It was a great experience for 500+ professionals who attended this event.

International conference by ICI, Nagpur

Indian Concrete Institute (ICI), Nagpur arranged two days International conference on ‘Infrastructure Development Scenario’, we participated in this event as a Platinum sponsors and presented our AKC initiatives. Eminent personalities visited our stall where we had displayed our AKC Lab, VAS, Alccofine etc. We also nominated 10 delegates who were engineers during the event.

Contractors play a crucial role in the construction journey of Individual House Builders (IHBs) as they are responsible for executing the construction work. In India, many contractors do not have formal technical or academic qualifications and often transition from being masons or helpers. Recognising the importance of empowering and meeting the needs of contractors, we introduced Ambuja Abhimaan in January 2020—a long-term loyalty programme specifically designed for contractors. This comprehensive initiative goes beyond building strong relationships and offers both transactional and transformational value. Through Ambuja Abhimaan, we encourage contractors to choose sustainable products and practices, ensuring the construction of strong and durable homes. Currently, we have enrolled 1.20 lakh contractors nationwide in this programme. Since its inception, we have continuously introduced innovative and unique offerings to cater to their specific requirements.

Family Mediclaim Insurance Benefit

Contractors enrolled in Abhimaan are covered under three types of insurance i.e. Accidental Insurance, Accidental Mediclaim and Mediclaim Insurance for Gold and Platinum Contractors with spouse cover as well. Mediclaim insurance is the biggest differentiator as health insurance awareness/penetration is very low in this segment, hence those who were benefitted never thought of such support from this programme in their difficult times. We have also distributed Digital Mediclaim health insurance cards to eligible contractors through an online e-card Bank.

Knowledge and Skill Building

To empower the contractors by upgrading their skills, we have developed various applicator training programmes in-house on right & sustainable construction practices for masons & contractors with annual coverage of 5000+ every year. This includes different modules like Project Management, Repair & Water Proofing, Steel Estimation & Detailing, Earthquake Resisting Structure, Estimation & Costing, Rainwater Harvesting, Advance Wall Solution etc.

Business Aid Mobile App

We offer a unique Business aid mobile app known as “Darpan” for Abhimaan contractors which helps the contractors manage their day-to-day work. This facilitates the functionalities like Estimator, Plan & Design, Vastu tips etc. Over 5000+ Contractors were benefitted by using various functionalities of this app.

Capital-wise performance > Relationship capital

Recognition of our Customer and Influencer Engagement Initiatives

We recently took part in the CX Transformation Confex 2023, hosted by Gainskills Media in Mumbai. This event provided a valuable platform for us to stay updated on the latest customer experience trends and advancements. Through engaging keynotes, use-cases from leading enterprises, exhibitor showcases, panel discussions and tech talks, we explored the challenges and opportunities in implementing technology solutions. The confex allowed us to revamp our customer service and experience strategies to drive improved business outcomes. We were honored to receive the ‘Best Customer & Influencer Engagement Initiatives’ award in the Customer Experience category, recognising our efforts in connecting with our customers and influencers.

Talent Hunt Programme

With an objective to enhance the engagement levels and to recognise & reward the hidden talent amongst Contractors & family we have rolled out a Musical Talent Hunt programme ‘Ambuja Abhimaan Ke Sangeet Kalakaar’. This was a unique concept to bring together stakeholders across India & it provided a platform to showcase their talent which strengthened our bond with this important stakeholder. The initiative received an overwhelming response from the Contractors and their family members with a total participation of 528 members. We hired renowned Jury members who evaluated the participants the evaluation. Top 55 were considered for Semi-final and Top 12 for National Finalist who performed in an online Grand finale. The top winners were rewarded and recognised.

Capital-wise performance > Relationship capital

Optimal Procurement and Supply Chain

We analysed different procurement categories (spares, raw materials, consumables, capex/opex), implemented industry best practices, and enhanced value for external stakeholders while improving internal operational efficiencies. We have successfully implemented initiatives that optimise our procurement processes, strengthen the supply chain, and enhance operational performance to benefit our company and stakeholders.

Outline of Procurement Strategy

Key highlights

Effective Resource utilisation

Utilising group resources, such as fly ash, coal, and gypsum, on fair trade practices.

Infrastructure investment

Maximising operational efficiencies by investing in our own railway rakes and necessary infrastructure, giving us a competitive edge in logistics operations and total supply chain fulfilment.

Transportation

Implementing robust planning for the transportation of clinker, coal, gypsum, and fly ash through a specially designed special purpose vehicle.

Collaboration

Joining hands with agencies and outsourcing transactional processes and activities to streamline our operations.

Emphasising indigenisation

Reducing our dependence on global supplies and enhancing indigenisation to have better control over supply chain efficiencies, risk reduction, and minimise outages.

Optimising operations

Leveraging the contribution from our group company to improve working efficiencies for our Captive Power Plants.

Reduced outbound consumption

Maximising internal cement and additive consumption for our RMX Business, thereby creating more1 circular value and enhancing overall sustainability.

Strategic contracts

Mitigating supply chain risks by establishing long-term contracts.

Growing Sustainably with Our Partners

Dinesh Kumar Poonia

Environment, Health, Safety & Sustainability, Mankind Pharma

Mankind Pharma has a strong focus on sustainability, and we manage and process waste & ETP Sludge in an environmentally safe manner. For co-processing, we have partnered with Geoclean, the waste management arm of ACC & Ambuja Cements. We ensure zero residue for landfilling benefitting through Geoclean’s cost-effective technology and experience, perfectly suiting our needs and instilling confidence in our partnership.

Abhishek Tripathi

Lead-Red Mud Business, Hindalco Industries Ltd

At Hindalco, we are proud to be a partner in this path to progress and have aligned our growth with responsible stewardship. Our strategic collaboration with Geoclean has helped to build circular economy through utilisation of Aluminium industry’s by-product (Red Mud) as raw material in cement industry in an environmentally sound manner. We are very impressed with the team and the organisation’s superb expertise & pro-active approach in handling & utilising red mud. Their state-of-the-art infrastructure allows handling of large by-product volumes, and we hope to extend this partnership in the years to come.”

Pradipta Bastia

Lead Waste Management,
Vedanta Limited

At Vedanta we are proud to be a partner in this path to progress and have aligned our growth with responsible stewardship. Our strategic collaboration with Geoclean has provided us solution for waste disposal in an environmentally sound manner. We are very impressed with the team and the organisation’s superb expertise in handling this difficult to handle waste. Their stateof-the-art infrastructure allows handling of large waste volumes, and we hope to extend this partnership in the years to come.

T. Raghunathan

Site Manufacturing Director,
Dow Chemical International Pvt. Ltd.

At Dow Chemical International Pvt. Ltd, sustainability is at the core of our values, and we found the perfect solution in Geoclean’s co-processing technology for our by-product – Latex Polymer Cake. This innovative approach not only ensured sustainability but also significantly reduced consumption of conventional fuel by utilising the Latex Polymer Cake for co-processing. The professional services and state-of-the-art facilities offered by Geoclean exceeded our expectations, making us confident in a long-term partnership with them. Together, we are shaping a greener future.

Capital-wise performance > Relationship capital

Growing Sustainably with Our Partners (Contd.)

Gore Lal

Building Contractor, Jammu

I’m a contractor from Jammu who enrolled in the unique loyalty programme ‘Ambuja Abhimaan Programme’ of Ambuja Cements’. I have consistently updated my points with a dream of gifting a laptop to my son, who is studying mechanical engineering. In the last redemption of points, I received a laptop to accomplish my dream in assisting my son with his academics. I am proud to be associated with Ambuja Parivaar.

Parisa Jiwaje

GM Quality, Sheth Creators Pvt. Ltd

Ambuja through its Knowledge Centre helps in the development of new skills and educates engineers about the best practices. The Centre has undertaken an excellent initiative to share knowledge through training and workshops. This effort has helped to foster strong bond and relationship with the customers.

Bimal Kumar Jana

Jana Traders, Kharagpur, West Bengal

I feel proud to be an exclusive dealer of Ambuja Cement and the association with Adani group has further enhanced that feeling. It is exciting to think of myself as one of the business members of Asia’s biggest conglomerate.

Jitesh Jain

Dharam Steel, Durg, Chattisgarh

The Premium Product of Ambuja Cements has enhanced our reputation in the market that has assured us of our profitability and growth. The constant support from the company officials has also helped us in connecting with end users.

Bhansali Builders

Siliguri, Darjeeling & Sikkim

I started my cement business with Ambuja. The team has always been very supportive and guided me through the initial phase. Ambuja has provided a new perspective on business and life; inspiring the Next Generation of entrepreneurs to scale greater heights. I am very happy to be a part of Ambuja family and look forward to achieving new milestones for business prosperity with company growth.

Bhadrakali Cement Agency

Kalighat, Kolkata

I have been trying to break through barriers to excel in Cement Industry like my forefathers for over 3 years. The business approach by Ambuja Cements intrigued me and eventually helped me to rediscover my enthusiasm for working in the cement industry with the true GIANT COMPRESSIVE STRENGTH.

Amerika Patel

Health Worker, Bhatapara, Chhattisgarh

I always wanted to become a nurse but since I was married off at the age of 13 years, it restricted me to housework only. During a visit to an immunisation camp, I came to know that Ambuja’s CSR activities involves volunteering for health programmes. I immediately enrolled myself and I am proud to be amongst the first health workers in Baloda Bazaar, Chattisgarh. Today, the community members come to me for health advice and guidance and are so appreciative of my work that they have elected me as a Ward Member (Village Assistant Leader) of the Village.

Tetra Roy

Farmer, Farakka, Murshidabad

The River Lift Irrigation system installed by Ambuja Cements at Abhla village, has increased the capacity by 10 metres above the river surface, that covers 38.5 Ha area under irrigation. This has helped us to cultivate crops throughout the year, and the barren lands have turned into lush green fields. I am grateful to the team, for their hard work and dedication, which has made a significant impact on our lives by not only increasing our income but also improving our standard of living.