Summer Training Project Report On

“Comprehensive study of J.K White Cement”

A report submitted to Ishan Institute of Management & Technology, Greater Noida in the partial fulfillment of full time Post Graduate Diploma in International Business.

Submitted To: Dr. D.K Garg, Chairman, Ishan Institute of Management & Technology, Greater Noida

Submitted By: Rohit Gupta ENR NO: - IBR-4023 BATCH- 15th PGDIB

Ishan Institute of Management & Technology

2, Knowledge Park-1, Greater Noida, Dist.- G. B. Nagar (U.P.) Website:, E-mail:

Till up to late 80‘s cement companies were engrossed, in measures to increase capacity utilization of their plants at the lowest possible cost. Their managers used to solely on achieving high production efficiency. This was because of the wide gap that existed between demand and supply of cement. The government announced various schemes and concessions to the otherwise controlled industries in phases and at various point of time. This triggered off a remarkable about of investment on the part of entrepreneurs including large professional houses; some of them were entering in the foray of cement production. Towards the end of 80‘s as a result of heavy investment, production of cement was at its peak with supply outstripping demand. The cement manufacturing association made serious efforts to find ways to increase cement consumption. It submitted various proposals to the government to the export of cement and its uses in building concrete roads, canal lining and other tech-economic sectors. Companies also shifted their attention from output to quality, performance distribution, packaging and other marketing activities.

This is to certify that the project work done on “Comprehensive study of J.K white cement” submitted to Ishan Institute of Management & Technology, Greater Noida by Rohit Gupta in partial fulfillment of the requirement for the award of degree of PG Diploma in International Business is a bonafide work carried out by him under my supervision and guidance. This work has not been submitted anywhere else for any other degree/diploma. The original work was carried during for any other degree/diploma. The original work was carried during 05-05-2010 to 05-07-2010 in J.K White cement.



Mr. Rajesh Sharma Deptt. Of HRD J.K White cement Kanpur

The crux of the success of any company lies in between of growth and sales. I undertook my summer training as a mandatory part of the curriculum of my Post Graduate Diploma in international Business (P.G.D.IB) course. The summer training was done in a reputed company J.K. White Cement, Kanpur. The duration of the project was 05/05/010 to 05/07/10. This project is proved to be extremely fruitful under the expert guidance of my project guide. It gave me vast exposure to the marketing scenario. The report herewith deals with the topic “Comprehensive study of J.K white cement”. It is concerned with identifying the potential of J.K. White Cement in the Kanpur market, the various findings of the survey among retailers in Kanpur, which includes studying their perception and preferences for different brands of white cement.

HRD) for providing me the facility for carrying out this task their company. Shrikant Mishra. I am highly indebted to my project guide Mr. Last but not the least I am also grateful to Mr.S. Dy.M khan (Adv. It will be matter of pleasure for me if the readers will draw useful conclusion from the report. 2010 Rohit Gupta .M. which I need throughout the project and also provide me such an assignment which enhance my knowledge in the field of the marketing management and he provide me opportunity to learn some technical knowledge as well as practical knowledge of marketing. HRD for giving me honour to work with this esteem organization. and Mr.M. I have got full support from all marketing team member. DATE July 2. Rajesh Sharma. M.ACKNOWLEDGEMENT Prior to present anything about the project I want to express my sincere gratitude to all those scholars who have contributed in making it success. I would like to express my deep gratitude to Mr.E in JK white cement in Kanpur for leaving no stone unturned in providing each and every detail. A. Anurag Chudhery. Under the training I was felling very comfortable like a team member.

Anurag Chaudhary M. Date:Rohit Gupta ENRNO: .IBR4023 .K white cement” under the guidance of Mr.E in JK white cement Kanpur is the original work done by me. This is the property of the institute & use of this report without prior permission of the institute will be considerable illegal & actionable.DECLARATION The summer training project on “Comprehensive study of J.

Cement demand has posted a healthy growth of 11.16% in fiscal 2005-06.K. Plant started production in 1984. Nigeria.CHAPTER 1:. is one of the largest cement manufacturers in Northern India. Synthetics  Textiles  White Cement 2. Organization today.K. The J.K.J. Kenya. Government‘s relentless efforts in this direction are worth appreciating. Organization as the 4th largest private sector conglomerate in India. Rajasthan.K Group was Lt. they are producing 3 lakh 50 thousand metric tons J. It is a matter of great satisfaction that the present growth in Cement industry is based on fundamentals of development of infrastructure in the country and growth of housing sector both in rural and urban India. The foundation stone of J.K. I am very confident that cement industry in India is bound to progress heaps and bounds.K White is supplied all over the world. J. Cement is an affiliate of the J. The strength on which the J. Organization was laid by Late Lala Juggi Lal Singhania and his son Late Lala Kamlapat Singhania in 1920. Industries  Tyre 3. K. Organization has a vast portfolio which comprises of various units.K. Shri Padampat Singhania succeeded in fulfilling the vision and dream of his Grandfather and Father and made J. While the grey cement is primarily sold in the northern India market. Since from their establishment they are working hard to provide best product to their consumers. Corporation Industrial scenario of cement industry:-Growth of Cement Industry is always linked to economic growth of the country. the white cement enjoys demand in the export market including countries like South Africa. Industry experts expect this trend to continue for at least 2 – 3 years before new capacities announced are implemented.K.J. Bangladesh.K White Cement is the unit of J. J. the original values have remained. The main founder of J. White Cement pioneered the White Cement industry in India by setting up a state of art plant at Gotan District Nagaur. its inspiration.K. Sri Lanka.K Cement was established in 1984 at Gotan. However. helping the nation to become power in the world. Bahrain. which support new units to come in.K.ORGANIZATION J. Tanzania. keeping view the demand of White Cement taken interest to setup a plant of White Cement.K. Though much has changed in the country and the organization. Paper 4. We are also the second largest white cement manufacturer in India by production capacity. At present J. Organization. fulfilled the same vision and dream to build to build the enterprise that is J. Organization. UAE and Nepal. Industry‘s production was also higher.K. Rajasthan. Organization was founded is still the driving force and the founder‘s vision. this created a favourable demand supply scenario leading to price increase.K White Cement is been certified by ISO 14001 (EMS) and OHSAS 18001 and SA8000. J. .K. Singapore. J.K.K. Shri Y. Today it is the largest selling and exported White Cement and completed 25 successful years in the market . which was founded by Lala Kamlapat Singhania. J. Singhania who is a civil engineer from IIT Kanpur and also a renowned industrialist of India. 1. Organization is an association of industrial and commercial companies and has operations in a broad number of industries.K Cement Ltd. Cement Ltd.P. the site of world‘s purest Limestone deposits. Lala Jughilal Singhania and Lala Kamlapat Singhania in 1920 the plant of J. Today. J.K. which is substantially higher than 8.57% of the previous fiscal. J.COMPANY PROFILE INTRODUCTION OF THE COMPANY:. The prices are now at a level. The generation that succeeded. Following are the names of the member industries of J.K.

The additional production in the subsequent quarters will further strengthen the Company‘s position in the market and improve the profitability. Birla White was the initial name of this White Cement by the company. This lead to a boom in the White Cement market. Now there is Oligopoly in White Cement Market.72 MTPA by adding a second line. entered into the foray of White Cement production.K. The installed capacities of the units were 25. The installed capacity of the unit was 51. Current scenario of white cement industry: . Product substitutes play a vital role in affecting the demand of white cement. & Birla. White Cement is Camel Brand. In between. The White Cement of ACC was not pure white due to the Wet Process technology used by them. Travencore Cement Limited (TCL). 00. Along with it other companies like Nihon and Himalaya were also closed due to same or other reasons. prices of white cement have been relatively less volatile. Growth of white cement industry during 2005-06 fiscal was 3. Himalaya Cement Company with Brand name Hansa also entered into market. The brand name was Silver Crete. Subsequently at Porbander in Gujarat. White Cement capacity expansion from 0. Smidth & Company Denmark.6% only. the famous business group is completed 25 successful year of their operation. Their production unit was imported from world leaders in cement F. Some of the successful year in which company create millstone is given below:Year 1975:-Commencement of operations – Nimbahera facility comes into being with initial capacity of 0.White cement industry is quite old in India in 1956. BACKGROUND OF THE COMPANY:. some other companies also entered in to the production of White Cement Nihon Nimam Limited was one of them. As regards power projects. Year 1979:-Capacity expansion at Nimbahera.4 million tonnes is in advanced stage and will be completed in Septemeber‘06.000 Mt/Year and they had collaboration with Nihon Japan. Market is consisting of only two big players-: J. The brand name of J.30 MTPA. a Kerla state government undertaking. Milestones in JK white cement:. Around 1986 ACC Cement was shut down as its demand in the market was reducing as ―Wet Process Technology‖ they used was unable to maintain the appropriate standard of whiteness. Unlike grey cement. the two largest players are having national presence and account for a major chunk of India‘s production capacity. started production of white cement in India.000 Mt/Year and the white cement was made out of seashells. The growth of domestic white cement industry was negligible during 2007-08. capacity more than doubled from 0. Thereafter in 1984. the white cement industry in India is highly concentrated.50. . The Grey Cement capacity expansion plan of 0.000 Mt/Year.L. Current scenario of cement industry:. One of the big dealers of ACC.5 million tonnes has been completed in June ‘06 within the planned cost and time frame. majority orders have been placed and these projects are expected to meet the timeline. They had two units one at Kymore in Madya Pradesh and other at Porbander in Gujarat. In 1988.000 Mt/Year and 35. They installed the unit at Gotan (Rajasthan) capacity being 2. whereas JK White and Birla White.000 Mt/Year which has increased to 3. Consequently.The world-wide white cement industry size is about one percent of grey cement industry and in India it is much less than compared to the grey cement industry size of about 189 million tonne per annum.K. Raghawjee of Karnataka also entered into the production. The production unit was at Kottayam in Kerla.White cement industry has limited growth possibilities and options both in terms of production facilities and market opportunities.000 Mt/Year respectively.The Grey Cement units are operating at 100% capacity utilization and impact of better prices would substantially improve the profits of the Company in the current year.Wall putty continued to find increasing acceptance from the end consumers and recorded significant growth in 2007-08 over 2006-07. another big business house entered into production that was Birla Group. There are only three manufacturers of white cement in India out of which Tranvancore Cement is restricted to Kerala. The installed capacity of unit was 80.30 MTPA to 0.35 to 0.K. At the same time ACC also started production of White Cement.

K White cement deals in the production of white cement and grey cement but also provided water proof and wall putty. a 870 corer Rs. Year 1994:.Acquired assets of M/s. company which is a leading company of India. Earlier all marketing activities were carried out from the company‘s Head Office located at Kamla Tower. capacity enhanced to 1. J. In this year company crated several milestones. Year 1990:. Synthetics Limited. Yadupati Singhania is the Managing Director (MD) of J. Mr.Year 1982:.K.40 million tones. HEAD OFFICE AND BRANCH OFFICE OF THE COMPANY: . Smith parted with the original planet that produces the perfect white cement with dry process.India is the world‘s second largest cement producing country after China. Copenhagen in Denmark is Home Of F. to produce an expected 0. Year 2004:. Udainagar. Smith & Company world leader in white cement. 10/. with increase in capacity from 0.K. Year 2001:.L. Nihon Nirmaan Ltd.54 MTPA. They have segmented their marketing area in to four Zones. And its technical head office in the Ashok Nagar. Rajasthan. Year 1987:. there are 120 large plants belonging to 56 companies with an installed capacity of around 135mn tons as on March 2002.This year a very successful year for the J.k organization. production of Putty (a value added product of white cement) increased by 39%. And branch offices of the company are spread all over the India. Company also provides grey cement but it is not as much as popular as white cement. Kanpur but now a days they have shifted their marketing activities to Delhi and being controlled by President (Marketing). Mr. 31st March.K.each at a price of Rs.8 MTPA Year 2006:. V. Karnataka Year 2007:. Year 1988:. became a wholly owned subsidiary of the Company and acquired land to set up a Greenfield Grey Cement plant at Mudhol.Singh from Delhi. Further.Third production line added at Nimbahera. In its long and distinguishing history only one has F. respectively.L.Capacity at Nimbahera expanded to 2.05 MTPA.76 million tonnes. Kanpur. White Cement is a division of J.72 MTPA to 1.per share.The ―Architect of the Year‖ award instituted.77 million tonnes and 3. .Installation of captive thermal power plant at Bamania.14 MTPA. The industry is characterized by a high degree of fragmentation that has created intense competitive pressure on price realizations. Year 1984:.  Capacity of White Cement at Gotan enhanced to 0. established at the Nimbahera plant with aid from the World Bank and the Danish International Development Agency.The ―Regional Training Centre ―for Northern India.50 million tones of Grey Cement and Capacity of white cement at Gotan enhanced to 0. commenced service. White Cement works has its Head Office (HO) at Kamla Tower.P. 2008:-Production and sales of grey cement touched an all-time high of 3.A pre-calciner installed at Nimbahera.J. following the book-building route  Grey Cement capacity at Nimbahera increased to 4 million tonnes  Jaykaycem Ltd.K. White Cement Works.75 MTPA at Mangrol.Commencement of lime-based white cement plant at Gotan. Spread across the length and breadth of the country. with a capacity of 0.148/.Establishment of a new Grey Cement plant with a capacity of 0.Basically J.35 million tonnes  Public issue 20 million Equity Shares of Rs. AREA OF BUSINESS OF THE COMPANY:. during the year.

Financial Overview:. to enhance shareholders value.62 crores in 2006-07 to Rs. Moreover. 265. the work on brown field facility of Nihon Nirmaan and on a Greenfield facility at Mudhol.05 2008-09 58706.35 2007-08 38042.25 crores in 2007.64 2007-08 146610.93 2004-05 33881.4 2007-08 146611 26516.08.74 Total Income working capital(in lacs) 2008-09 2007-08 2006-07 0 working capital(in lacs) 10000 20000 30000 40000 50000 60000 70000 2006-07 31652. recording a growth of 18.JK Cement‘s consolidated net sales went up from Rs.99 2008-09 150474.6 629.458. 1. Karnataka is well under way.76 Working capital Financial Highlights:For the year:Year Total Revenue(in lacs) Profit After tax(in lacs) 2008-09 150475 14234.33 crores in 2006-07 to Rs. The net profit moved up from Rs.9 3256.59 2006-07 124403 17861. 1.24 per cent.7 2005-06 87851. Facts and Figures:- income (in lacs) 2008-09 2007-08 2006-07 0 income (in lacs) 20000 40000 60000 80000 100000120000140000160000 2006-07 124402.46 per cent. such as modernization of the facilities and introducing newer technology to achieve better operational results. This growth was achieved through the continued investment in the business for reducing costs and creating greater value.72 .17 crores representing a growth of 48. 178.233.

HUMAN RESOURCE OF THE COMPANY: . holds a Master of Arts degree in Economics and a PhD degree in Economics from Agra University. the Company has a stable and experienced middle and senior level management team. Gaur Hari Singhania is Chairman. Further. Rajesh Sharma Mr.k organization chart NAME Mr. The Company firmly recognizes that its human resources are the major source of strength to achieve the Company vision. Services Senior Vice President Works President Marketing President CE &CFO Corporate Affairs Manager Human Resource Adv.P. motivating and retaining them and ensuring their development is a foremost challenge in today‘s business environment. V. many of whom have been with the Company for more than 20 years. Saraogi Mr.G.P. A. M.K.P.) Taxation & Company Law Senior Vice President Technical Project Mgmt.Khan DESIGNATION MD & CEO Group executive president President (H.K. & Wvg. Your Company focuses on building an expert talent base. We groom existing talent as well as fresh recruits from reputed professional institutions in a variety of areas to enable them to take on positions of greater responsibility. J.O. B. Mills Company Limited and J.Dr.Hiring the talent. Juggilal Kamlapat Cotton Spg. Traders Limited. Rawal Mr. BOARD OF DIRECTOR OF THE COMPANY:. M. He has been associated with the Company as its Promoter Director and has led our Company since its inception in 1994.Singh Mr.K. There is a great team spirit amongst the member of staff. Y. Singhania Mr.P.M. 2008 was 1664. J. Labour relations have been cordial for over two decades with no interruption of manufacturing activities.Human Resource . Employees are also benefited by the Regional Training Center at the Grey Cement Plant at Nimbahera. They are key to achieving its vision and are the primary source of competitive advantage. R. He is also the Chairman of JKSL. He has corporate experience spanning 50 years. The total number of permanent employee of the Company as at March 31. On and off the jobs training programs are organized through internal and external 35 resources. Arora Mr. Bagla Mr. Bajpai Mr.

M. Sales Supervisor Sales Trainee Marketing Executive Astt. M. Sales Supervisor Sales Trainee Marketing Executive Astt.E. M. (West) Area Sales Mgr Astt. (South) Area Sales Mgr Astt.THE COMPLETE HIERARCHY OF MARKETING DEPARTMENT Vice President (Marketing) General Manager (Marketing) Deputy G. Sales Supervisor Sales Trainee *RM = Regional Manager *ME = Marketing Executive . Sales Supervisor Sales Trainee Marketing Executive Astt. Manager R.M.E.(East) Area Sales Mgr Astt.E.M. Manager R.M.M.E. Manager R. M. Manager Marketing Executive Astt. (Marketing) R.M. (North) Area Sales Mgr Astt.

To the illustrious story.OBJECTIVE MANAGEMENT PHILOSOPHY:.K. .J. of institutionalising the spirit of tenacity. Varying estimate has been made about cement consumption in the nineties. of raising benchmarks. And every once in a while. For this company also provide the number of technical services to their consumer and dealer such as CTS. Catering to the northern region (13% market share for grey cement).K.K.Company always been inspired by the vision of our founders. The small beginnings have today accrued to relevant profits and resilience to weather storms. the ‗greenest‘ till date. This is J. Rajasthan and Punjab where its ranks in the top six player.Company fallows the fallowing philosophy . to the participatory instinct in laying a foundation to build histories of candid successes is what J. After the era of plenty.  Customer satisfaction  Consistent investments in the most contemporary technology available  Creation of a wide and deep distribution network  Expansion through all routes – Greenfield. projection of a significance growth in domestic demand on account of tremendous boost of housing finance spurt in rural development in to make it necessary to create additional capacity as well as existing one so as to avoid a potential shortage. Over the decades. Reducing the cost: . J. which defines our inspiration. Rajasthan and supplied all over the India. with production capacities of 2. with market share of 18. The company has two grey plant in Rajasthan. Company focused only two Visions. And company also covers up number no-1 spot in Indian cement industry. Fallowed by a subsequent withdrawal of distribution of price control in 1989 greatly encouraged capacity there by enabling supply to match demand in 1990-91. J. demand for cement raised at the rate of 8% per anum from 30.k white cement is the leading brand name in the industry of white cement in India and also wants to minimize the cost because the price band tries to factor in benefits of lower power cost more than a year in advance. The determination to defend and mark out territory.K.2 million tons in 1980-81 to 49 tons in 1990-91 likewise the partial decontrol of cement in 1982. the Mudhol plant in Karnataka. responsibility and winning against the odds.CHAPTER 2. Cement‘s story of fighting odds. Cement stands for today. J. While the study conduct by the ICICI projects demand to grow at 8.5% per anum during the eight plan period reaching 69 million tons by 19944-95. Company did not compromise with quality of white cement and its whiteness.75 million tons per anum respectively and a white cement plant in Rajasthan with a capacity of 0.4%. JKC holds leader ship in Haryana.k cement (JKC) is one of the leading and largest cement in the manufacturing in north India and second largest white cement producer in India.30 million tons per anum. Fill the demand and supply gap:-company wants to fill up the demand and supply gap in the peak season because his strong manufacturing process is situated in the Gotan. Cement now adds a new chapter. the cement industry is likely to bogged down by a supply crunch in the near future.8 million tones and 0. we add a new chapter to this continuous journey of inspiration.Company also have strong brand image in the mind of the consumer so company want to maintain that image with the help of his product and its quality. Brownfield and acquisitions  Constant focus on cost control & quality  Investment in development of the best talent and intellectual capital creation  Ensuring retention of people and achieve a low people turnover  Ensuring a happy and progressive society is a constant priority VISION OF THE COMPANY:. Cement is an inspired organisation. Its other market are Delhi. our own resilience and ability to constantly challenge the paradigm. the CMA (Cement Manufacture Association) has adopted more cautious approach by pegging demand growth at 7% per anum.

are values and ideas that propel any entity forward. which we believe are sufficient to sustain our operations well into the future. needs change. we were able to choose our limestone reserves in an area with high quality limestone resources. together with our nationwide delivery network. we expect cement plants in Northern India to continue to operate at high utilization levels and anticipate continued strong demand for our grey cement products in the near and medium-term. just like their outcome. that they help sustain the environment & provide new opportunities for the underprivileged in that region. Leading position in attractive Northern India grey cement market:-Based on CMA data. Ideas that are concrete and unwavering. and 15. our manufacturing plants are in close proximity to our limestone reserves. Consequently. an important additive necessary for white cement production. What remain unchanged. and in turn products change. 2005. VALUE OF THE COMPANY:. . based on capacity expansions announced by cement manufacturers. To ensure complete reliability in our dealings with customers. Based on independent geological surveys of different mines during 1996 to 2001. We believe this reflects the strong demand in Northern India for cement products relative to supply. (Put in risk . significantly enhances the overall brand image of JK Cement.2% of adjusted EBITDA from our cement operations in fiscal 2005. Further. Finally. propelled by the following concrete ideas:       To provide products that fully comply with technical specifications committed to our customers. we believe that our limestone reserves are sufficient to support our current and planned capacity for approximately 40 years for both grey and white cement.J.K white cement have a lot of valuable quality which differ from the its competitor. Further. To motivate every team member to challenge his last best performance and out do it continually. it also provides us with a cost advantage. our mines that supply our white cement plant at Gotan also have a supply of white clay. one after another. distributors.7% of our adjusted EBITDA from our cement operations in the six months ended September 31. To ensure that every department of our every office encourages new & better ideas and freedom of expressing the same. resulting in lower transportation costs. company believe that we are well positioned to take advantage of this demand. as the fourth largest grey cement manufacturer in Northern India.We have access to large reserves of limestone for both our grey and white cement operations. Northern Indian cement manufactures have consistently operated at the highest levels of capacity utilization among India‘s five regions. and cultivate a work environment that rewards excellence in every employee‘s chosen area of work leading to a harmonious & fulfilling atmosphere.5% of revenues and 26. suppliers & other partners.6% of our total cement revenue and 35. Proximity and access to large reserves of high quality limestone:.MISSION OF THE COMPANY: - J.White cement accounted for 16.assuming we are able to renew our existing leases upon their expiry) As one of the first cement producers in Northern India. as we are not required to purchase sweeteners to improve the quality of limestone. which requires high quality limestone. Unlike grey cement. To operate our manufacturing facilities in such a way. These are mention below:One of the Leading white cement producer in India:. the white cement industry in India is highly concentrated with the two largest players accounting for the substantial majority of India‘s production capacity. At JK Cement we are crossing milestones. and the largest grey cement manufacturer in the state of Rajasthan. prices of white cement have been relatively less volatile and sales of white cement have generated more stable cash flows for us even during industry downturns in grey cement. In addition to allowing us to produce white cement. at the most competitive price.k white wants to delivered that kind of product which help the fulfill the needs of dealer and its final consumer because company knows that Technologies change. To remain abreast and imbibe the latest technological trends for the benefit of our customers. We also believe our position as the second largest producer of white cement in India.

. Whiteness:-Perfect white cement which is free from coloring impurities and is strikingly white. Company also acquire some other value which helps in the creating the competitive advantage towards its competitors. and JK White (―Camel‖). district Nagpur in the state Rajasthan.K. Denmark. for white cement across India. Fuzzy Logic:-The entire manufacturing activity right from the grinding of the Lime Stone to packing the cement is controlled by the most sophisticated computerized technology called ―Fuzzy Logic‖. We believe that there is strong customer awareness of our brands.K. JK Cement (―Sarvashaktiman‖).K.Quality of products and strong brand name:-We believe that brand name and reputation are important to retail purchasers of cement in India.L. for grey cement in our principal market in Northern India. J. Stringent Quality Control:-J. we believe that our brand name and our reputation for consistently supplying high quality products provide us with a competitive advantage in ensuring that cement dealers carry our products. Advance Technology:-J. online. We have built a strong reputation among cement purchasers by consistently providing high quality products. Latest Quality Control Equipment:-Quality Control by computer & X-Ray (QCX) Analyzer: This equipment ensures quality of materials at all stages of production. Smith & Company. White Cement is using state of art technology to ensure the consistent quality of raw-materials and manufacturing process. which is one of the best known source of such Lime-Stone. White Cement manufacturing and quality control facility involves technical expertise of F. White Cement plant is located at Gotan. White Cement from other in Quality. Raw Materials:-High grade and chemically pure Lime Stone is the basic raw material for the manufacture of white cement.K. This essentially gives a upper hand to J. Cost Economy:-The higher fineness of J. the world leader in cement technology. White Cement eliminates excess milling of grinding and also gives spreading capacity and so there is a saving of white cement cost.K. Further.

proprietary or trade secret information. Corporate Opportunities:-Directors and senior managers owe a duty to the company to advance its legitimate interests when the opportunity to do so arises. CODE OF ETHICS AND BUSINESS CONDUCT OF JK WHITE CEMENT:Introduction: .Company is committed to conducting its business in accordance with the applicable laws. Each director. and employees of group companies. or position for personal gain. This code of conduct (hereinafter referred to as ―the code‖) has been framed and adopted by the company in compliance with the provisions of clause 49 of the listing agreement entered into by the company with the stock exchange and is intended to provide guidance and help in recognising and dealing with ethical issues. They must abide by the policies and procedures that govern the conduct of the company's business. and to help foster a culture of honesty and accountability. They shall act and conduct free from fraud and deception. supplier or business associate of the company to which company has a duty to maintain confidentiality. except when disclosure is authorised or legally mandated. proprietary. concealment. Directors. honesty and ethical conduct not only on company's premises and offsite but also at company sponsored business.Each director and senior manager should deal fairly with customers. and in turn products change. The confidential information includes all non-public information (including private. If the company has finally decided not to pursue an opportunity that relates to the company's business activity. he/she may pursue such activity only after disclosing the same to the board of directors or the nominated person/committee. information. provide mechanisms to report unethical conduct. suppliers. Their conduct shall conform to the best-accepted professional standards of conduct. misrepresentation of material facts. senior managers are expressly prohibited from:  Taking for themselves personally. . Honest and Ethical Conduct:-The directors and senior managers shall act in accordance with the highest standards of personal and professional integrity. or any other unfair dealing practices. abuse of confidential.R AND POLICY OF THE COMPANY Company knows that technologies change. information. needs change. and to maintain a work environment that encourages the stakeholders to raise concerns to the attention of the management.S.  Competing directly with the business of the company or with any business that the company is considering. are values and ideas that propel any entity forward. and other) that might be of use to competitors or harmful to the company or its associates. social events as well as any places. rules and regulations but should also promote honest and ethical conduct of the business. What remain unchanged.CHAPTER 3:. Confidentiality:-The directors and senior managers shall maintain the confidentiality of confidential information of the company or that of any customer. just like their outcome. At JK Cement we are crossing milestones.C. The use of confidential information for his/her own advantage or profit is also prohibited. rules and regulations and with highest standards of business ethics. members of the senior management team and the company secretary (hereinafter referred to as ―senior managers‖) is expected to comply with the letter and spirit of this code. They should not take unfair advantage of anyone through manipulation.  Using company's property. one after another and also fallows the ethics of the business and highly priority to welfare of the society and environment. The directors and senior managers of the company must not only comply with applicable laws. Fair dealing: . Ideas that are concrete and unwavering. competitors. Their responsibilities include helping to create and maintain a culture of high ethical standards and commitment to compliance. opportunities that are discovered through the use of company's property. or position.

senior managers should protect company's assets and property and ensure its efficient use. Such person should as far as possible provide the details of suspected violations with all known particulars relating to the issue. senior manager who knows of or suspects of a violation of applicable laws. The company's board or any committee thereof for this purpose shall determine appropriate action in response to violations of this code of ethics.  Act in good faith. .  Comply with governmental laws. Compliance with Code of Conduct:. fair.If any director.  Promote prompt reporting of violations of the Code of Ethics to the Board of Directors or any person/committee designated for this purpose. with due care. competence and diligence without misrepresenting material facts. Violations of this code of ethics will result in disciplinary action. involving securities of the company should not be undertaken without pre-clearance from the company's compliance officer. Transactions.  Make full.  Respect the confidentiality of information acquired in the course of employment unless legally obliged to disclose and ensure that no such confidential information is used for personal advantage/benefit. senior managers shall comply with all applicable laws. The company recognises that resolving such problems or concerns will advance the overall interests of the company that will help to safeguard the company's assets. rules. Code of ethics for Senior Financial Officers:-Honesty. he/she must immediately report the Same to the board of directors/its committee thereof or the compliance officer. rules. integrity and sound judgment of the senior financial officers is fundamental for the success and reputation of the company. carelessness. responsibility. which may even include termination of services of the employee. Interpretation of Code: –Any question or interpretation under this code of ethics and business conduct will be handled by the board /committee authorised by the board of the company or the compliance officer of the company. timely. and waste of the company's assets and property have a direct impact on the company's profitability. and to the public. and Regulations:. Any director or senior manager who is unfamiliar or uncertain about the legal rules involving company business conducted by him/her should consult the legal/company law department of the company before taking any action that may jeopardize the company or that individual. and regulations. The professional and ethical conduct of the senior financial officers is essential to the proper functioning of the company. financial and professional relationships. to the shareholders. The person-seeking waiver of this code shall make full disclosure of the particular circumstances to the board or compliance officer/ committee. including the ethical handling of actual or apparent conflicts of interest between personal.The directors. as may be necessary. any material transaction or relationship that reasonably could be expected to give rise to any violations of the code including actual or apparent conflicts with the interests of the company. The senior finance officers as well as directors of the company shall be bound by the following code of ethics:  Act with honesty and integrity. Theft. directly or indirectly. notifications and regulations applicable to the Company's business. and understandable disclosure in reports and documents that the Company files with. Rules.  Maintain the skills necessary and relevant to the Company's needs. accurate. Company's assets should be used only for legitimate business purposes. financial integrity and reputation. government authorities.  Disclose to the Board or any committee/officer designated by the Board for this purpose. The board of directors or any designated person/committee has the authority to waive compliance with this code of business conduct for any director or senior manager of the company. or submits or makes periodically. rules or regulations or this code of conduct. Compliance with Laws.Protection and Proper Use of Company's Assets:-All directors.

K. It has contributed in building a community temple.K.K. cement‘s societal endeavours. family planning. Company made substantial contributions to the Prime Minister‘s Relief Fund for Tsunami victims for their rehabilitation out of this tragic disaster. in the public interest and considering the society as a whole. and avoid any actual or apparent conflicts with analysts. vocational training and private university. hospitals etc. . the Sir Padampat Singhania University at Udaipur. Refrain from any inappropriate or undue influence of any kind in all dealings with independent auditors. 30 Laces in the year 1991. (d) Religious endeavours. making potable water available and built roads to connect schools. As a socially viable organisation. CARPORATE SOCIAL RESPONSIBILITY: -The Company‘s Corporate Social Responsibility can be divided into 4 segments – (a) Rural Development – providing water among others. Company is fully cautious of its responsibilities towards social cause such as the quality of life of employees. subsidized education. (b) Medical facilities – funding hospitals. Concrete Road with proper drainage system at Gotan village:-There was no good motor able road available in Gotan and J K management. free bus service to students of nearby villages and construction of temples. It proved to be a very helping hand especially for incoming and outgoing heavy traffic besides easing out the hurdle of the resident of Gotan. Violation of the code of ethics will lead to appropriate disciplinary action including dismissal from the services of the Company  Any deviation/waiver from this code can only be affected on the sole and absolute discretionary authority of the Board or any person/committee designated by the Board for this purpose.  In 2007-08.  Moreover. the Rotary International and other charitable organisations are part of J.  The Company also runs two industrial training institutes that offer vocational training to increase the marketable skills of its students. with proper drainage system incurring an expenditure of around Rs. eye testing facilities. was established. (c) Educational facilities – primary as well as higher secondary education. It offers technical degrees and a variety of academic facilities in an ecological setting. Dharamshala. the Company undertakes free maintenance services in surrounding panchayats.  The Company regularly conducts plantation and environment friendly activities in the vicinity of its facilities.  Achieve responsible use of and control over all assets and resources employed or entrusted to them. Gotan is a CBSE-affiliated co-educational institution that imparts education to children of both plant employees and also those from neighbouring villages. Furthermore. Cement Nimbahera Foundation.  Promote ethical and honest behaviour within the Company and its subsidiaries. arranging sports and developmental activities and financial aid to the Lion‘s Club. We constructed the cement road of 1Km. welfare of the community and protection of the environment. J. profits and losses. Cement recognises and fulfils the duties of living and operating within an inseparable and meticulously interdependent network. Company regularly carry out various activities in support of community around its manufacturing facilities by organizing health camps. The University is one of the leading educational institutions in the region.  The Company has also founded a hospital and Nimbahera Dispensary to ensure better health care. of ups and downs. under the aegis of the J. financial aid and honour to meritorious students.  Responsibility is the virtue of taking control.  The LK Singhania Education Centre.  All senior financial officers should adhere to both the code of business conduct and the code of ethics of the Company. took the initiative and as a part its social responsibility took up the project of construction of Cement road at Gotan.

. Plants are planted at mines area.15000 patients were benefited. Free bus service for operation at Jodhpur/ Ajmer. Approx. we purchased and installed minimum of 50 Street lights to cover major road/streets i. Free lodging & Boarding and medicines as well as spectacles to all the patients. Gotan has been developed considerably and has become a green belt in comparison to its surrounding area. Of Nagaur which falls in the desert area of Thar Rajasthan (India). Gotan being a most backward area. This is also one of major contributions made by us for towards soil conservation and thus ensuring pollution free environment for Gotan and it surroundings.The Dussehra mela is organized every year and preparing the effigies of Rawan. strengthens the ecological position but also helps in bringing more rains during monsoon period in comparison to other nearby areas. Janmasthami Festival – On this occasion various Jhankies are displayed and Bhajan and Kirtan are arranged by the various artists and large No. of peoples enjoyed the Aarti and cultural program every evening. In the year 2005-06 we have conducted 2 eye camps i. 00. Tree plantation along the road leading to Gotan:-Gotan is situated in backward Distt. of gatherings from Gotan and nearby area are benefited by this program. The company is incurring approx. Company has taken the repair as well as renovation work of the said road in November 2005 on which approximately Rs. Lions Club.000/. 2500 eye operations have been conducted till now. Hence now approx. no major help/support finance or otherwise was forthcoming from the Panchayat /Local Bodies and hence it was thought necessary by our company in the public interest to lend a helping hand and accordingly as per the requirement. 15 Laces has been incurred. 10 to Rs. the eye operation is through IOL operation and operation is conducted in well-equipped hospital at Jodhpur / Ajmer. various schools of Gotan village. the street light has been installed on the road constructed by the company as well as roads of other area also. Street Light for Gotan village:-Though there was facility for electricity in the village. Rs. This. plantation along the major roads of Gotan and plantation at temples.On demand of villagers.e. Kumbhkaran & Meghnad from well renowned artist from Kanpur and famous Aatishbaji through Pink city Fire Works Jaipur. Around 25000 gatherings witnessed the mela every year.e. Free medical eye check up at Gotan. no doubt.e.e. 125 patients are being selected for eye operation and remaining is given the free medicines/ spectacles in the camp. Sponsorship of annual Eye camps at Gotan:-Till date 20 eye camps have been held i. to tribute to Late Sir Padampat Singhania one extra eye camp was held at Dhanappa village. Celebration of Dussehra festival . We bring the patients to the hospital by bus i. Durga Pooja – Durga Pooja is celebrated every year in complete Navaratra and various religious and cultural program based on the Indian traditions are performed during this pooja ceremony and large No. The plants of other area are being looked after by the concerned authority like Panchayat. checking of the patient is done at Gotan in camp and operation is done in Hospital in operation theater and all the expenses is borne by the company. In the every camp the outdoor patient is varying from 800 to 1000 and out of that approx. As a step towards environmental protection.every year. School administration etc Organizing Social event for residents of Local area:-Details about such events. For survival of the plant company directly take care to look after of mines area. one camp every year. which is so erratic. At the end of the program the Visarjan & Vijay Sammelan is performed in which all the villagers participated. public places. The waste water is collected out of the village through the drainage system constructed by the company and it is stored in pond and it helps us to increase underground the water level. nearby small dhanies. 1. and temple and along the road. the roads and streets were not at all provided with lights. the company has undertaken plantation project since commissioning of the plant and every year 5000-10000 trees of various types are planted in Gotan and nearby area of 20 Km. radius and as on date. Yes.

one is Ramdasji Shyamdasji Samadhi and second is Baba Narayandasji at Chhepianada (Hanuman Temple). Havan and Bhajans and other devotional functions. People particularly in interior places suffer very much and in order to take care of this very essential requirement.5 Lacks. we are also a true and firm believer of Bajrangbali. 10 lakes. Rs. 20 Lacks approximately. the company makes elaborate arrangements at the temple for conducting Puja.Rendering hospitality as much as possible is a continuous process at JK. The accommodation is given free of cost and nothing is being charged by us on any account.50 Lacks per year.000) participates with great enthusiasm. Construction of Hanuman Temple at Chepianada. 1. But unfortunately the village was deprived of having any temple to worship and they approached the management for construction of a temple there. In both the functions approx. The rest House has 10 rooms with all living facilities such as Water. kirtans. The total expenses made by JK White Cement were Rs.Details about the projects and all the supports provided. For this construction we had spent about Rs. Tube Well-to provides drinking water for villagers:-Time and again Rajasthan is affected badly due to scarcity of drinking water and this year also it is suffering from drought.Annual function of temples – JK has renovated two temples of Gotan village . . Every year. the company celebrates the Anniversary of Installation and Consecration ceremony of deity in which a large gathering (around 10. havans and other functions. Electricity. Every year on 17th July and 6th February the Annual Function is organized with Ratri Jagaran and open lunger for all public. havans and other devotional functions. Beds and other arrangements for stay including the service of security guard. which was then considered next to a Temple in the near vicinity. Approx. about 5 KM away from our factory and here the villagers are of great worshipper and follower of ‗HANUMANJI‘ and of course. It was a very old Samadhi and the place where it is housed was in a dilapidated condition and needed repairs/renovation and as a step towards religious work. 8000-10000 and approx. For this we have spent approx. In order to give shelter and comfort for the visiting pilgrims and the public at large (Below Poverty Line) we have constructed a Dharamshala/ Rest House at Gotan near railway station. Every year. there is a famous Samadhi of Baba Ramdas Shyamdasji. Regular gathering is approx. JK White Cement undertook complete renovation of Samadhi building and also constructed two temples in the same premises by installing two idols. in public interest. Considering the genuineness of the demand as per Hindu mythology and also considering the fact that we too owe something to the society. So far we have dug up three tube wells in different places (electrically operated) along with storage tank etc. 8000 to 10000 public were participated. It is situated in interior part of Gotan i. 2. 20 lakes have been spent for this temple. the management agreed and constructed a temple of medium size by installing an idol of Hanumanji made of famous Makrana Marble. to celebrate the Installation Anniversary of the deity. (one Lord Shiva and second Bajrangbali/ Hanumanji) where daily puja is being held. Rs. A big Satsang hall has also been built for facilities of devotees to offer various puja. Besides offering puja. the company provides annadhan/ Bhog and Prasad for the entire mass inclusive of many poor villagers and the company on this account spends about Rs. We also are keeping regular maintenance of the same. Public here are ardent worshipper and follower of this great Samadhi and thousands of devotees visit this place to offer puja with large faith. Dharamshala (Inn) at Gotan Village:. we have extended our helping hand by digging of tube wells in most needed and essential areas.e. 1. 10 lakes. expenditure incurred is Rs. Funding & Technical support for Infrastructure projects of Local Community:. Further a Sat sang Hall has also been built for the convenience of SHRADHALU/Devotees. Pujas and Havans are conducted by the priests and as a part of service to community belonging to Gotan and nearby villages we distribute Annadhan/ Bhog and Prasad to the entire gathering. Temple (Renovation of two old temples):1-Renovation of Samadhi of Baba Ramdas Shyamdasji: In Gotan.

Vice President motivated the School staff. 30 Lacks). A trust has been created under the guidance of Mrs. Ladies and complete JK White Cement team for a good cause. After a detailed survey and persuasion. All the employees have contributed their one-month salary for this noble cause. all the expenses is borne by the company. 10 Lacs approximately for construction of the school. The company has under taken the job of flooring of complete Panchayat Building by incurring approx. School Buses free of cost for bringing the wards of the Gotan villagers and nearby area in the radius of 25 Km. norms which is already subsidized one and very nominal. In Gotan village. Her dynamic leadership and commitment resulted in raising a fund amounting to Rs. Further if any student wants to carry on his further study the financial help will be provided through the trust. 50. Sadavratas. Mrs.Help to family members of martyrs of kargil war We salute the martyrs of Kargil war.  100 beded Jaykaylon Women‘s Hospital at Kota.  JK Institute of Radiology & Cancer Research at Kanpur. All the local administrators as well as Govt. and media persons have appreciated this noble cause.  JK business school at Gurgaon.  Encouraged research in occupational & eye-diseases in different units of JK organization. total fund is Rs. (As on date.  Propagated & popularized a number of family planning schemes.  Lakshmipat Singhania Institute of Cardiology at Kanpur. Building for girls school at Gotan village:-Promoting and providing education to both girls and boys is one of our of most ambitious projects and is primary motto of our organization. Construction of Hospitals and colleges: Most modern & suitably equipped Lala Kamlapat Memorial Hospital at Kanpur. *The fee is charged as per Govt. As the traditions of the remote locations are very restrictive. This is Govt. Out of them 4 students already completed their study up to 10+2 level and as on date 7 students (3 boys + 4 girls) are studying in our school. giving them free education with free boarding and lodging facility. company took up this project with State Government t and Local Panchayat and contributed Rs.000/-. The employees of JK have taken this project as a challenge to uplift the life style and education level of kids of Kargil Martyrs of Nagaur District. it will be our nonstop endeavor to help a child to pass 10+2 education with the help of this Trust.  100 beded Jaykaylon Women‘s Hospital at Jaipur. Sushma Arora. Kota. Construction of Dharamshala: Set up a number of Dharamshala. Alms-houses  Built townships for needy workers in Kanpur. Sushma Arora to provide free education to the wards of Kargil Heroes of Nagaur District in our School. Gaur Hari Singhania Institute of Management at Kanpur. The free bus facility is for the students who are studying in our school. It has been our pride achievement to persuade such affected families to send their girl child to Hostel.The Sarpanch of Gotan Gram Panchayat approached for renovation of Panchayat Building specially changes of flooring by White Cement. Free bus service for students of nearby villages:-The Company is operating 4 Nos. we have been able to provide this facility to 11 children of war-affected heroes of Nagaur District.  Kailashpat Singhania Institute of Medicine at Kanpur. Construction of Panchayat building: . 21 lakh. Nimbahera etc. . school. *The company has contributed towards construction of new building and other infrastructures like furniture.  Dr. Looking the above genuine need and to keep our commitment on and to serve the needy public. Jaykaypur. there was no separate Senior Secondary school for girls and hence parents do not send their daughters in Coeducational institute.Free education to the wards of Kargil war heroes:. Rs.

 Established JK Institute of Applied Physics and Technology (dedicated to Allahabad University).G. Shri Radhakrishna Temple. gurudwara in Jaykaypur.  Built schools at Mumbai. They have constructed Shri Dwarka Dhish Temple. Pandit Jawaharlal Nehru inaugurated the JK Institute of Applied Physics & Technology in 1956. Shri Kamleshwar Temple. .From K. As a social contribution to the villagers the company has taken maintenance job like flooring. of India. GNK Inter College.  Awarded loans and scholarships to deserving students for higher education. Shri Kamleshwar Temple. Due to its hardships and mankind efforts. Ghats on bank of Ganges.JK Organization has not ignored in the least the head for providing to the public suitable health resorts and stadium for games & sports. gurudwara in Jaykaypur. Shri Radhakrishna Temple. relief to poor etc. All the jobs have been taken in the Govt. other temples at Raman Reti and Brindaban. drinking water facility and toilets in various schools of Primary. Education: 23 primary schools in rural areas of Kanpur . Other milestones: JK White Cement Works. Kota (Rajasthan) and other industrial towns.  Established JK Institute of Sociology & Humar Relations (dedicated to Lucknow University). Plaster of walls.  Running two schools: Padam Vidya Vihar. of India:. spread of education. They have also helped constructing temples. Gotan is the first in India to produce white cement through dry process. Rajendra Prasad. JK has won the esteem of general public & appreciation of people in high authority in state as well as union government. They have constructed Shri Dwarka Dhish Temple. by businessmen. mosque. to Vth Class & Kailash Vidya Vihar – From VIth to XII affiliated with Central Board of Secondary Education (CBSE) Govt. Juhari Balika Vidyalaya. providing of furniture. other temples at Raman Reti and Brindaban. Construction of school buildings in nearby villages:-From time to time the villagers / Sarpanch of Gotan village and nearby other villages approached company management for maintenance and repair of school buildings or extension of new rooms/ Verandah. Middle & Secondary. the first President of India laid the foundation of the JK Institute of Radiology & Cancer Research in 1963. church.  Providing financial assistance to educational institutions which include the BNSD Inter College. Govt. Late Dr.  Construction of roads connecting with the highways  Provide drinking water facilities in nearby villages by bore wells Operating an Industrial Training Institute affiliated with National Council for Vocational Training. Ghats on bank of Ganges. More than 1000 students study in these schools.  Organization has devoted a substantial portion of the earnings from its ventures for promotion of public good & welfare such as the provision of medical relief. Rayagadha (Orissa). He laid the foundation stone of merchant‘s chamber of UP in Kanpur in 1932 & remained the founder president for 2 years. They have also helped constructing temples. of businessmen. mosque.  Lala Kamlapatiji visualised the idea of chamber of commerce in UP for businessmen. For instance.Construction of Temple in township:-JK has also established places of worship to set the moral tune of society. Construction of Temple in township:-JK has also established places of worship to set the moral tune of society.  Built hostel for women (dedicated to Kashi Vidyapith). school where the kids of poor families are studying. church.

396 plants have been planted covering a total area of over 65 hectares. some waste like Interstitial Clay. JK Organization. is also involved in setting up a number of Primary Schools. dense plantation has been cultivated around the working pit. water is sprinkled on the haul roads. Industrial Training Institutes. Product did not harm to the nature. Institutes of Management & Research. Water is kept stored in the forth bench for use during summer as it also helps recharge the ground water table. Gaur Hari Singhania Academy of Productivity Science & Environmental Engineering. OHSAS 18001:. Tree plantation at Gotan village CERTIFICATION:-JK white cement product also recognized by various parameter such as working culture.To feed the required limestone to our cements plants. 85. Institute of Cardiology. However. But a lot of care has been taken to negate the ill effects of this ecology affecting activity. is excavated separately and dumped at the specified places.Jk white cement is got ISO 9001(QMS) and ISO 14001 (EMS) OHSAS 18001 and SA 8000. Institute of Radiology & Cancer Research and Dr. vibration and fly rock.Social accountability standard keep the eyes on welfare of the society it means that what is doing by the company for the welfare of the society and employees. Maliakhera.The explanation of these parameter is given below. a total of 2.This standard keeps the eyes on the security and welfare of the employee. we have converted the dry drilling into wet drilling. ensuring their survival. SA 8000:. Sequential Blasting Machine and down the hole delay are being used to reduce noise. quality and safety And its product are certified by the government . Till date. To begin with.Quality measurement standard maintains the quality of the JK white. The height of the dumps is kept only 5 to 6 mtrs. ISO:-international standard organization is a system which adopted by any company os that working should be smooth. Secondary Schools.Environment concern:. Karunda and Tilakhera where mining is carried out using deep hole drilling and blasting. It means in the production of white cement all the employee wears mask and glapes during process of manufacture of the white cement. is almost negligible. ISO 9001 (QMS):. Necessary arrangement for watering these plants.environment measurement standard concern about the products integrity of the products. . we hold four mining leases at Ahirpura. Institute of Medicine. The generation of waste material along with mining of limestone at all our mines. Forestation is carried out at all the four mines as a part of the mining process. So that there will be no chance of destabilizing of these dumps after plantation in the long run. These waste dumps are being properly leveled which are then covered with black cotton soil scraped from other parts of the pit only. ISO 14001(EMS):. has also been done in the form of construction of 6 water tanks combined with the facilitation of direct water supply pipelines and water tankers We have also focused on the Waste Dump Management. This forms the bed for plantation or forestation. environment. Their means products are environment friendly or not. Besides. when generated.

This twin system i. went all the way to Denmark to F.K. It also have fallowing application.PRODUCT. QCX is fully computerized chemical supervision and control system. light and dark color as moral. J. PLANT AND SERVICE OF THE COMPANY J.K. Smith World leader in White Cement. White Cement works with F.concrete precast components and finished goods. Textured plaster (malad/ stone create) Cast stone finish / marble finish plaster Plain plaster Pointing on brick / stone work Precast cladding panels . FUZZY LOGIC SYSTEM and QCX SYSTEM has greatly helped in producing matchless quality of White Cement. CEMENT PRODUCT RANGE:-Basically company deals in the production of fallowing products 1-White Cement 2-Wall Putty 3-Water Proof The year was 1984 the company J. spread evenly and smoothly and of course perfectly white. Company has also ISO-14001 certificate. J.CHAPTER 4:. J. provides technical and design related services for builders and architects. When it comes to White Cement a shade of difference makes all the difference and to create the difference J.L.L.J. which is issued to a company for a pollution free production means an Eco-friendly Production. For Floors:      Insitu terrazzo floorind Manufacturing and laying of mosic tiles. White Cement has been awarded with ISO .K. The essential ingredient for any White Cement is Lime Stone.K white cement have numerous decorative. Smith. Pavements blocks with top layer of white cement or coloured cement. Architects have for long looked for the perfect White Cement. which covers the various processing stages of cement production.K.9001:2000 certificates for its quality management system standard applicable to manufacturing and sale of white cement by LIOYD‘S REGISTER QUALITY ASSURANCE. Area markets Tile fixing grout For walls:         Decorative waterproof cement paint White washing with white cement Sand face spray plaster Exposed aggregate (grit wash) plaster.K.e. plaster . Cement that sets quickly. White Cement has installed for the first time in the world the FUZU LOGIC PROCESS CONTROLS SYSTEM and QCX (QUALITY BY X-RAY). structural and architecture application in white.K. Extra heavy duty cement concreate tiles. Application of white cement:. purer the Lime Stone the White will be the Cement. based on the X-Ray Spectrometer technique providing accurate analysis of chemical composition.

spreads evenly and smoothly. J. the physical and chemical requirements specified by BIS and strength of the three grades of OPC are discussed below: 53-grade OPC (IS:12269-1987): 53-grade OPC is a high strength cement. with 53grade cement being used in applications which require high strength characteristics. The customer selects the grade of OPC based on the intended application. Our most popular cement. as specified by the BIS. White Cement works on manufacturing Camel Brand conforming to I. The range of applications.S. White Cement is more popular than camel brand name.K. 43-grade OPC and 33-grade OPC. low heat cement and super finish cement.K. lamp etc.K. White Cement imports four important properties to concrete which are very essential for successful contrite.I.  It is the only white cement that sets quickly. 53-grade OPC must have a 28-day compressive strength of no less than 53 MPa. such as pre-stressed concrete and certain pre-cast concrete items requiring high strength.05 metric tons of gypsum. We produce 53-grade OPC by exposing the clinker.K. by sales volume.Grey cement produced by us consists of OPC and PPC.K. that are differentiated by their compressive strengths.95 metric tons of clinker and approximately 0.All products of JK comply with the quality standards specified by the Bureau of Indian Standards (―BIS‖). expressed in mega pascals (―MPa‖).  It is the only white cement with rapid-Harding properties.K. low alkali cement. They are: Bond Strength  Water Tightness  Abrasion Resistance TYPE OF CEMENT: .  J. Grey Cement:.  It has very compressive strength.K.K. Ordinary Portland Cement:. such as Portland slag cement. Our cement products are marketed under the brand names J. White Cement is very consistent and has been proved to be dependable and long lasting.K. which company believe are well known brands. Cement and Sarvashaktiman for OPC products.  The whiteness of J. Super for PPC products and J.OPC has three grades that we produce. is 43-grade cement. 53-grade OPC is considered useful as it can produce high-grade concrete at lower cement content levels.OPC is produced by inter-grinding cement clinker prepared in a rotary cement kiln with gypsum. rapid gardening cement.k. Each metric ton of OPC requires approximately 0.  The mixing and dispersion of pigments with the product becomes more efficient due to its timer panicles.These grades are 53-grade OPC.J. with 53-grade OPC having the highest compressive strength. The main features of product which makes it exclusive are: It is not greenish white or bluish white or yellowish white but it is perfect white due to absence of colouring impurities of iron-oxide and chromium-oxide. Features of j. Tile Bond. 8041 and 8042 specifications. For certain specialized products. According to the BIS requirements. The product of J. White and Camel for white cement products. White Cement is using world famous flawless Lime Stone from Gotan in Rajasthan. oil well cement. . white cement: . sulphate resistant cement.  China mosaic  Italia glass mosa Very soon company is going to launch a new product that is J. but in the market the name of J. There are also other cements in the market that we do not produce.Other application: Architerure concrete components made of GRC (glass fibre reinforced concete) SRC (synthetic fiber Reinforced concrete)  Ornamental objects such as grills.

 Higher ultimate strength ensuring durability.K.  Paint can be applied on J.  Company do not recommended mixing of pigment/ stainer in the wall putty.K.  Lustrous white and smooth surface which can be left unpaid.J. . Cement. However. ASTM: C-150-1989) The general purpose cement for     Better Civil construction. Low Shrinkage. primer application is not recommended before J. ASTM : C-150-1989) The only White Cement in India which is  Produced in the computerized kiln control.  Stronger with exclusive features of rapid hardening. White Cement As per IS : 8042-1989 (BIS : 12-1991. These qualities are mention below. ASTM: C-150-1989) The high strength Cement for  Covering a wide area of construction. 4-J.  It prevents growth of algae and fungus on walls.  Perfect White Cement with no colour impurities.K wall putty with or without primer.  Quality of painted surface is directly proportional to quality of un.painted surface.  Greater Economy 2-Ordinary Portland J. 53 Grade As per IS: 12267/1987 (BIS: 12-1991.  Life of J.K.K wall putty application. Greater Economy 3-The International J.  Time Saving. 33 Grade As per IS : 269-1989 (BIS: K-1991.  As prevalent in case of other non-cement putties.k wall putty renders ideal condition as un-painted surface for paint application.k wall putty have many feature which differtiate the competitive product. 1-Sarva Shaktiman J.K wall putty is as long as the life of grey cement plaster underneath. use of primer shall give cost advantage in case of expensive paint.k wall putty:.Company provides all other cement products in different brand name which are mention below.  Better work ability ensuring easy working. Salient feature of J. This saves cost. Ideal Setting-time.  Better performance and concrete durability. J.  Textured finish can be obtained by use of texturing tools.K. Silicate Cement (BIS : 1484 (PENLL)-1991) It offers  Higher sineneu ensuring low permeability. Cement.  Any kind of distemper can be applied on it directly.

33 tons of limestone. White Cement packs in 40 Kg packs.K. White and Camel.40 kg laminated P. Wall Putty is used to fill the uneven surfaces of cement plastered walls and concrete walls. Tanzania.K. 1.K.02 tons of gypsum and 0.5 kg packs put in 20 kg secondary HDPE bag for ease of handling. Nigeria. for the manufacturing and laying of mosaic tiles and as tile fixing grout.K. Kenya. started manufacturing white cement using for the first time in India by the dry process technology in 1984 at Gotan in Rajasthan. White Cement:. 40 Kg Packs: for the export market J. Water Proof:. 3. Wall Putty: . the plant produces 2. JK Wall Putty is White Cement based putty for cement plastered walls and ceilings. which is closely interwoven with the performance of marketing function other than selling. bag. White Cement packaging was scientifically designed to ensure zero wastage and check adulteration.K. 1 kg & 25 kg. Bahrain. Packaging is a marketing tool. Company sells white cement primarily in the Indian market. 5Kg and 1Kg. United Arab Emirates and Nepal.20 kg laminated P. 4. and Other specialized applications including glass fiber reinforced concrete. . lamp posts.000 Mt/Year of the ―Perfect International White Cement‖. White Cement is also selling white cement in 10 Kg. Wall putty provides smooth and strong finish to the walls for further application of all kinds of paints. 10 Kg. 50 Kg Packs: It is being sold in paper laminated jute bags and HDPE bag.K.JK Water Proof pack is available in 2 different sizes i.2 tons of additives including white clay. Singapore. 5 Kg and 1 Kg packs. packets put in 20 kg secondary HDPE bag for ease of handling. such as decorative.P. which incorporates all the transactions affecting the movement of goods and services from producer to the consumer.  Terrazzo Flooring  Grit Wash  Cement Paint Manufacturing  Sand Spray Plaster  White Washing  Ornamental Use  Garden Furniture  Flower pots White cement is typically used in three principal areas of application.K. wall applications. including South Africa.JK wall putty is available in different packing :1.Water proof comes in 25 Kg of bags which contains 25 packs of 1Kg packing.e. Laminated jute bags are better for long duration of storage.Marketing is a process. as set forth below:-Flooring.THE PACKAGING OPTIONS:. Sri Lanka.Company manufacture white cement under the brand names J. Each ton of white cement requires approximately 1. white cement paints and plain and spray plasters. 50. although most emphasis has been laid on that aspect. PRODUCT APPLICATIONS J. 0.K. 40 Kg. J. 2. Wall Putty:. 2. J.K. It has different application. Today. We also export white cement to a number of countries. feldspar and fluorspar. garden furniture. Application of J. J. as pointing for brick and stone works and as pre-cast cladding panels.P bag. It is convenient to the consumers for their needs.1 kg PP. It is being packed in 50Kg. J. Bangladesh.J. J. The smooth finish gives better look to interiors and exteriors. 3.k wall putty is white cement based putty for luxurious and silky interior and exterior finish of your dream home. White cement is produced using a different quality of limestone and is distinguished from grey cement by its white color.

In 2 coats on a new plastered wall. Wall Putty requires less paint due to low absorption. In case of old painted surface scrub the surface with coarse emery stone/paper. Use water for curing before applying paint. grease.K. Wall surfaces should be cured so that the surface is saturated with water yet in ‗touch dry‘ condition.K. Primer coat is must. Mix slowly J. Wall Putty with approx. Wall Putty with blade/trowel on the wall from bottom to top. Application:-Apply uniformly the first coat of J. Wall Putty is a fine powder. Wall Putty Paste:-J. J. Storage:-Store J. Wall Putty is white cement based putty. Precaution should be taken to avoid dust inhalation while handling the powder putty. Requires more paint due to high absorption. Comparison Between J. K. Precaution:-Although J. Any kind of paint can be applied on this surface. Wall Putty in a dry place and open the pack just before use. No Flaking. voids and damages. ft. Limit the total thickness of 2 coats to 1. Appearance is yellowish. binding property. J. Mix vigorously for 5-10 minutes for making lump free. Treatment of Old Surface:-All loose material and/ or organic growth must be removed with Putty blade or brush. use rubber gloves while mixing. J.K. Better appearance due to very high . J.K. No primer coat is required. All foreign impurities should be removed with a wire-brush.K. Keep out of reach of children. oil and paint. Wall Putty and Traditional Putty Properties Binding Property J. In case of cracks. Flaking occurs when it comes in contact with water. powder. Less durable Durability Coverage Area Water Resistance Flaking Consumption of Paint Primer Coat Appearance Covers less surface area. Wall Putty resists dampness. Wall Putty does not contain any toxic material. K.5 mm.K. Treatment of New Surface:-The new surface requires only soft treatment such as removal of dust.Surface Preparation:-The surface should be cleaned to make it free from dirt.K. Preparation of J. Due to its cement base.K. K.K. as prolonged exposure with water may soften the skin resulting in fine cuts/legions due to cement particles./kg. Wall Putty becomes an integral part of plaster and hence more durable. it should be patched up prior to application of J. dust. Wall Putty Traditional Putty Due to only chalk J. dirt and foreign matter. Wall Putty covers more surface area exceeding 20 Sq. Allow complete drying and then use fine emery paper to remove the application mark if any. Product should be mixed in required quantities to be used within 2-3 hrs of its preparation. 40% water by volume to prepare paste of desired consistency. uniform and smooth putty paste. it has very less Hence it possesses good binding property.K. Wall Putty with grey/white cement.K. Apply second coat after the first coat has dried completely. Does not resist dampness.

NCCBM certifies 93% whiteness. Consumption yet dull colours. In case of J.K.Company also produce grey cement. Wall Putty is very white in appearance while POP is yellowish. .K.K. J.whiteness of Putty. It‘s a water repellent material in powder form which specially formulated and designed to prevent passage of water through pore and capillaries of the concrete. Wall Putty resists seepage while POP does not. Water Proof :. thereby imparting to concrete an efficient. 3. It has different application.K. JK Water proof is free from chlorides and is based on material which disperses rapidly and makes a homogenous mix with cement.K. Wall Putty no primer is required before painting. dependable and durable water proofing protection against rain. dampness. Grey cement:. J. humidity etc. It conforms with IS: 2645-1975 (Reaffirmed 1987).JK Water proof is another product from JK Cements Ltd. Advantages over Plaster of Paris (POP) 1. Consistency in quality as it is made under stringent quality control with tested ingredients under one roof at company premises. 4. which is ISI approved. Cost Ultimate cost is more. ground water. OPC has three principal grades that are differentiated by their compressive strengths. whereas it is compulsory for POP surfaces. J. 43-grade and 33-grade OPC. 2. Consistency No consistency. White cement based product therefore strength is more than gypsum based POP. 5.  To protect from seepage. moisture. Ultimate cost is less due to (a) Long life span (b) No Primer cost (c) Less paint consumption & (d) No use Of enamel & varnish while preparing putty paste. High pigmentation. and consist of 53-grade. Grey cement produced by us consists of Ordinary Portland Cement (―OPC‖) and Portland Pozzolana Cement (―PPC‖). Wall Putty can be applied on exteriors/exposed surfaces whereas the same is not possible with POP. Pigmentation Less pigment consumption yet bright colours. J.

Architecture Purpose IN:1.Structural Purpose 4.0 .4 Min 19.The production process for cement consists of drying.00 0.0 Max 6.7 87-88 410 60 135 35.97 2. Clinker (95%) is cooled by air and subsequently ground with gypsum (5%) to form Ordinary Portland Cement (―OPC‖).35 2. White Cement is made of high quality Lime Stone whose saturation factor is 90%.70 0.Dark Colour AS:1.0 Min 0.66 to 1.0 Max 3. IS :8042-1989 Requirements Max 2.Plastic 3.K.0 55. The raw meal is then heated and burned in a pre-heater and kiln and then cooled in an air cooling system to form a semi-finished product. Average Test Result Values 1.K.Concrete 4. White Cement with respect to IS: 8042-1989 requirements.K white cement “AVENUES”:FOR:1.8 Min 29. known as a clinker.95 Min 70 Min 225 Min 30 Max 600 Min 14.Precast Component 5.66 0.0 40. Other forms of cement require increased blending with other raw materials. Blending of clinker with other materials helps impart key characteristics to cement. There are two general processes for producing clinker and cement in India : a dry process and a wet process.Medium Colure 4.Product Profile:-J. which eventually govern its end use.Protective Process 3. Characteristics CHEMICAL (a) Insoluble Residue (b) Iron Oxide % (c) Magnesium Oxide % (d) Sulphur Trioxide % (e) Iron Ratio (f) Lime Saturation factor PHYSICAL (a) Degree of Whiteness % (b) Fineness.Finished Article Manufacturing process of white cement:. Following chart shows the characteristics of J.Decorative Process 2.24 10.Light Colour 3.White Colour 2. Blaine (M 2/Kg) (c) Setting Time (minutes) Initial Final (d) Compressive Strength (MPa) 3 days 7days 28 days Application of J.Mortor 2.0 Max 1.02 J.K. grinding and mixing limestone and additives like bauxite and iron ore into a powder known as ―raw meal‖.

the raw meal is fed into the kiln in the form of a dry powder resulting in energy saving.The basic steps involved in the production process is set out below: All J. The homogenized raw meal thus extracted is pumped to the top of a preheater by air lift pumps. gypsum and fly ash are used. where the raw materials are ground to fine powder. and the amount of energy consumed in each of the processes. For producing OPC. the most noteworthy being : ISO9001:2000 QMS and ISO-14001:2004 EMS for the grey cement facility at Nimbahera and ISO-9001:2000 QMS. clinker. blended with certain additives (such as iron ore and bauxite) and discharged on a vertical roller mill. Production Process:- Plant: . Dry process:. White cement is produced at our facility at Gotan in the state of Rajasthan. ISO-14001:1998 EMS & OHSAS-18001:2005 Occupational Health and Safety for the white cement facility at Gotan. The following table shows a breakdown of production of the Nimbahera. Our plants have obtained many accolades and recognition. In the preheaters the material is heated to 750°C. which consumes more energy than the dry process but lesser than the wet process. The clinker formed is cooled and conveyed to the clinker silo from where it is extracted and transported to the cement mills for producing cement. whereas in the wet process the raw meal is fed into the kiln in the form of slurry.The basic differences between these processes are the form in which the raw meal is fed into the kiln.K. clinker and gypsum are used and for producing Portland [Pozzolana] Cement (―PPC‖). In the dry process. Limestone is crushed to a uniform and usable size. The construction of our first most modern dry cement plant began in 1970 in Nimbahera in Rajasthan. There is also a semi-dry process. The remaining calcination and clinkerization reactions are completed in the kiln where the temperature is raised to between 1. Subsequently.Company manufactures grey cement in two facilities located at Nimbahera and Mangrol in the state of Rajasthan in Northern India. In the production of Portland Blast Furnace Stag Cement (―PSC‖).500°C. Cement plants are dry process plants. . the raw meal undergoes a process of calcination in a precalcinator (in which the carbonates present are reduced to oxides) and is then fed to the kiln. Mangrol and Gotan cement facilities for the periods indicated. An electrostatic precipitator dedusts the raw mill gases and collects the raw meal for a series of further stages of blending.450°C and 1. granulated blast furnace slag from steel plants is added to clinker.

21MnTPA.760 718. ISO-14001:1998 EMS & OHSAS-18001:2005.942 493.419 224. Rajasthan Nimbahera Unit:. has taken its installed capacity to 0. Capacity utilization of around -75%.572 215. It‘s close to Nimbahera plant (10 kms away) offers it significant synergy benefits like assistance from technical and commercial staff of Nimbahera Complex.54 MnTPA. The increase in demand for this product and focus on installed capacity backed by state-of-the-art technology.283 570.343 Nimbahera Mangrol Gotan 2. In the year 1979. 2007 1.8 MnTPA.14MnTPA.323. Constant up-gradation and modernization.149 2.464 200. Rajasthan Mangrol Unit (grey cement):. Recognition: ISO-9001:2000 QMS.196 912.3 MnTPA.256. saw the installed capacity rise to 0. Constant modernization and up gradation was instrumental in bringing the plant to its present capacity of 2.414.538 2. Recognition: ISO-9001:2000 QMS. Location: Gotan.72 MnTPA.211 99.Commenced commercial production in 1975 with an intial capacity of 0.3 MnTPA. Additional grinding facility of 0.25 MnTPA . ISO-14001:2004 EMS.481 Gotan Unit (White cement):. Location: Chanderia cluster.Commenced commercial production in Dec‘2005 with a capacity of 0.75 MnTPA.Commenced commercial production in 1984 with an initial capacity of 0.272. In 1988 a pre-calciner was installed and the production capacity touched 1.8 MnTPA. Capacity utilization of around 90%can produce Up to 3.05 MnTPA. second production line was added to enhance the production capacity to 0. especially in the year 2000. 1982 witnessed the incorporation of another production line taking the production capacity to 1.1 MnTPA with production of silicate cement on capacity of 2. Operating profit: 30% consistently.PRODUCTION (IN METRIC TONS) Fiscal 2004 Fiscal 2005 Fiscal 2006 Six months ended September 30.

company have a proven track record of upgrading and modernizing his production capabilities efficiently. and company believe its operation of the training center provides us with access to state of art training aids. Established since commencement of production.20 MW (Waste Heat Recovery) 07.00 MW (Coal-based)* White cement Power CUSTOMER TECHNICAL SERVICE:-Company have 30 years of experience in the Indian cement industry. Rajasthan. Company also provides help line number which really help the customer and dealer for better use of J. Companies also setup the head office of the technical service in Ashok Nagar.Comapny offered various type of service to their customer and dealer and company also setup the service station in all over India. Company Nimbahera manufacturing facility was chosen by the World Bank and the Danish International Development Agency as one of the four training centers in India to serve as the ―Regional Training Center‖ for Northern India. from 1.8 million tons as of September 30. CTS officers are stationed across for promote technical services.50 MW (Coal-based)* 50.54 million tons in 1998 to 2. We provide the following services:Specialty of Executives Experience Nearness to you Speaking to you Specialty of Service Before purchase Before application During application .k white cement. Rajasthan Facilities:Product Grey cement Location Nimbahera Mangrol Gotan Mudhol Gotan Bamania Nimbahera Nimbahera Gotan Mudhol Capacity (MTPA) 3. company have a stable and experienced middle and senior level management team.00 MW (Coal-based) 13. CTS provides technical assistance to customers in several of J. live working models.00 MW 20.50* 3.75 0.00* 0. Over the years.40 15. many of whom have been working in its cement operations for more than 20 years. 2005.25 0. company believes that company has developed long-term customer relationships and a strong reputation for quality.K cement product. There are only four regional training centers for the cement industry in India. In addition. which we believe provides us with the skills to maximize production efficiency. Company setup 51 CTS offices in all over India which is present at least three in a state. having increased its production capacity at Nimbahera by more than 80%. and technical expertise developed by well known national and international cement producers. expand production capacity quickly and reduce costs.Location: Chanderia cluster. Further.

packaging & trade policy to its registered dealer and stockiest. SDA. DOA. MTW-Masons technical workshop.We have a stable and .  Conducting Product Application Seminars. PAS. Regional trainig center:.  Conducting mason‘s Technical Workshops. EAA.Counter service meet.Industrial client contact to solve their problem LIT. In addition.Rural customer contracts UCC. from is conducted for masons throughout India for knowledge transfer of specialized application related to construction activity. 2005.K wall putty .Painter technical workshop. Technical service offered: CSM.this service offers for trained and experienced application Engineer/ supervisor/ masons and painter to give demonstration of specialized application of variety of cement to customer.In this service company gives the basic information about its this activity company organized a show at stockiest counter to increase the brand awareness and to respond to all sales related & technical problem faced by consumer during the construction of their house.              Reliable and Prompt Technical Service:-Company has also got one department named CTS department (Customer Technical Service Department). Trained technical officers are posted in all major towns of India for any technical assistance or help such as: Demonstration of Application. PTW.Its conducted to develop specialized application awareness amongst painter about J. It is designed on the basis of ―Research & Development‖ so that benefits of developing ―White Cement Application Technology‖ by the company reaches to all strata are of our clientele.In order to reach our valued customer‘s individually / collectively we organized fallowing events. Company jointly work with them to integrate these applications in to their projects. who has got their engineers all over India. literature.Product application seminar.K.  Contact Housing Users to solve their problems.Exhibition for application interaction.Urban consumer contract CSW.External application agency recommendation to customer EXH. White has developed technical literature in almost all Indian languages for ensuring paper and economic application of J.Contractors and supervisors workshop DIP .K.Stockiest & dealer awareness application. having increased our production capacity at Nimbahera by more than 80%.Demonstration of application. cement paint & white washing with white cement application. ICC.54 million tons in 1998 to 2.8 million tons as of September 30. we have a proven track record of upgrading and modernizing our production capabilities efficiently. officers interact with the group of Architects/ engineer & Industrial consumers for innovation and new application.  Trouble-Shooting of clients construction‘s problems.Literature based on application R&D. we have developed long-term customer relationships and a strong reputation for quality. White Cement.Downstream industry promotion for technical and managerial help to industry.  Distribution of Technical Literature.Over the years. Technical Literature:-J.

many of whom have been working in our cement operation for more than 25 years. Regional trainig center .experienced middle and senior level management team.

companies have started Brand building exercise. That away. Thus. with the advent of split grinding units and RMC (ready mixed concrete) concept. the infrastructural activities planned by the government have created heightened demand for cement. Primary input such as limestone availability has led to cluster formation.intensive business requiring large infusion of capital for its setup. Thus fixed cost and captive. huge distribution network is required to ensure timely availability of the product now a days. to set up a cement plant. Availability of the substitute (Low):. print media and electronic media.Cement manufacturing is a capital. Company show very consciousness in the choosing media class and sub class. which has resulted in competition on a regional basis. JK wall putty are well recognized in the northern region and it being one of the largest manufacture of white cement in India. Now a day.k cements standing within the industry by applying Michael Porter being use of big slag (slag is a waste material of steel manufacture companies used in cement manufacturing) and the second cash on the tight demand supply distribution.CHAPTER 5:. captive power has become a necessity to ensure smooth functioning. However.limestone. wall painting. Moreover. Its enjoys high brand recall and has emerged as a preferred choice of retailer as well as institution and other companies who make bulk purchase for their ongoing project. Rs 3.JK white cement. to differentiate their product. distributer and its final consumer. Cement being a commodity. access the raw material (limestone and coal) and end user market are equally important factor for long term perspective. By being in north. Owing to this factor. Company is well known brand name in north and south and its one of largest manufacturing of white cement in India and it also hold the no. in such markets strong distribution network is must. bitumen in road and engineering plastic in building offer some element of competition. Access to limestone reserve (principal raw material for the manufacturing of white cement) also acts as a significant entry barrier.intensive nature of the industry and the need for a big distribution network are the real entry barriers. catering to nearby regional demand has become easy.apart from capital. JK water proof. Company also adopted attractive strategy which attracts the dealer and attracting pricing strategy and scheme for consumer. Marketing strategy of J. JK cements brands. To put things in prospective.though on a minuscule basis. players have started venturing in to newer regions to create a pan India presence. JK cement presence in northern region is justified. The sector operates with high level of fixed cost (maintenance cost is around US$ 5 per ton annually) and therefore volume growth is critical.we shall profile the cement sector and j. one position in north India in white cement industry and it maintain its strength from 25 years because it spend huge amount in advertising in form holding. . For backward integration. Intensity of Rivalry (Medium to High): .ADVERTISING AND SALES PROMOTION TECHNIQUE OF THE COMPANY As we know that advertising and sales promotion technique is key element for succession of the any product and brand.500 per ton of investment is required thus high capital investment in itself is a big deterrent or entry barrier. Entry barriers (Medium): . JK cement caster to more than 1400 industrial consumer Its distribution channel is extensive with 64 ware house 4000 retailers network and marketing team of 79 member of white cement and101 member of grey cement. And company makes a marketing strategy which considers the entire factor such as dealer. backward integration among non-cement manufacture has also gathered pace. there exists two reason. which may also act as a hindrance. Thus setting up power plants for captive purposes indirectly calls for the availability of coal linkage issue. it has access to key raw material. it‘s still the timely availability that‘s sets apart the performance of the company.intensive nature of the industry.K white cement:. Although branding is gaining momentum. Recently. Further. cement is an indispensable part of any construction activity. There is no differentiation to speak of between the basic products.

and new venture were formed to take advantage of the opportunity. Marketing concerns were limited to order taking and product distribution. it was inevitable that the prevailing philosophy would be ―produce as much as you can and it will sell‖. From the early years of the country in to the late 1920s. In order to maintain or regain production and sales levels. JK cement has also lined up capacity expansion plans to maintain and the improve its market share and strength its position.‖ Initially companies capitalized on the emergence of the radio as an advertising vehicles and the employment of large sales forces to reach prospective customer in new market. . supply of power from the state grid availability of railway for transport are all controlled by a single entity. One was the pent up demand for product resulting from wartime shortage. At the same time. By the 1930s. Licensing of the limestone and coal reserve. but the shortage of coal and rising fuel price remain concern. In term of securing raw material. It has moved from a production orientation to a sales orientation to the current consumer orientation. the company is setting up a waste recovery plant and petcock plant to meet energy requirements which in turn will arrest cost pressure on margins. while white cement segmented on account negligible competition. The other was the enormous added demand generated by the return GIs who were establishing new homes and families. businesses had limited production capacity and continuous demand for their products. MNC‘s have also been eyeing the emerging markets. owing to increased competition and cyclical nature of the product. provides cushion to the company margins and also helps to boost them. war time production capacity and technology developments were shifted to civilian applications. which leads to heightened competition. promotional activity and direct selling. two forces combine ato crate an explosion in demand of goods and services. Like other domestic and global players. buyers of the product do have option. you can persuade the market to buy all of your output. However. To negate this. However. With the boom in housing sector and infrastructural activities. production continue to increase. With volume growth remaining strong and prices firm. JK cement is well placed as its current limestone reserve can support current as well as planned capacity (9 MTPA by FY 09) over the next 40 years. The gap between production and the demand for goods and services began to narrow. many players have entered this sector to explore the available opportunities. in many areas exceeded demand. which is the government. currently the company sources its power requirement from the state electricity board. the company product in the grey cement segment are competitively priced. In the 1940s the introduction of television enabled them to expand sales effort even further. Bargaining power of suppliers (Low to Medium):. Marketing concept of company :. It should have a geographical spread so that adverse market condition in one region can be mitigated by high growth in the other region. every player has lined up expansion or modernization plans to cater to the incremental demand.As there is no substitute for the commodity the bargaining power of buyers should be low. however. Few global major such as Holcim and Heidelberg have opted the inorganic away. under those circumstances. production capacity had caught up with and.There is no substitute for key raw material. white cement segmented is dominated by a chunk of player. limestone to manufacture cement.Bargaining power of buyers (Medium):. these days producer are relying on the captive power. This philosophy held that ―if you do enough advertising. business adopted sales – oriented philosophy. The grey cement segment is more crowed as compared to white philosophy has experienced three major shift during the history of commerce in the United state. The spending boom caused by these forces was sustained by the baby boom and increased the standard of living that fallowed. the cost of which is considerably High. Business goals based on that belief naturally focused on production. Each of this philosophy has reflected the economic environment of its time. With the introduction of mass production in the late 1800s. Since cement is a regional play on account of its high fright costs the company should not have all its plants concreted in to one region. After the end of the World War II (1939-1945). Owing to this. On the other hand. while Lafarge is exploring organic route.

1. A growing interest in the societal marketing concept recognizes the possible conflict between short term customer wants and the long–run welfare of consumer and society. such as closely controlled inventories. Most of the changes in management practices have been related to changes in thinking inherent in the marketing concept. however. They have also found that. Additional changes in business practices have been aimed at cost control to give customer maximum value for the price to pay. It was not articulated until it appeared in the 1952 annual report. they were going to have to become more consumer.The net result of all this economic activity was heavy competition for the consumer dollar. Business came to quickly realized that if they are going to get their share of those dollors. Many popular products such as IPod.the marketing concept dictates that goods and services made available by a business must be produced and marketed so as to meet the long. cell phones with camera and signing birthday card were not envisioned by consumer 20years ago. Without it. to customer preferences. One widely used definition evolving from the reports description is ―an organization. They are. Those needs and wants are carefully researched and thoroughly analyzed.effectively implementation of the marketing concept requires involvement of the employees from all department at all level of the business. Although these firm were satisfying the wants of consumer at that time. This change in the philosophy become known‘s as marketing concept. goods and services are identified or developed to satisfy them.wide consumer orientation with the objective of achieving long – range of profitability‖. Special attention has been paid to product quality and to tailoring to services as well as products. in many respects. sales growth or new product success. Changes in marketing activities that have occurred under the concept involve both marketing strategy and marketing function.term goals of the organization. the long-term harmful result of using the products on those consumer and society have caused many to promote the societal marketing concept. there are three parts of the marketing concept.. This concept . the fast food industry. To successful implement of the marketing concept an organization must search the short. Other objective. such as the Red Cross. the business would not be available to serve the needs and wants of the consumer. In many cases. Although this philosophy taking shape for nearly seven years. Then. Executing the marketing and advertising strategy: . a consumer stated needs and desire are limited by a very narrow perception of what is possible.term organization success:. These include making decision on the basis of customer needs and wants instead of production schedule and sales goals. In addition the search for innovative away to reach and serve the customer has been ongoing enterprise. Market research has become a prominent tool to data gathering and determining customer needs and wants and to provide feedback on company performances are used more effectively. such as extended hours and immediate delivery. The customer‘s interest has been designated as the first priority in all marketing activities. In most business this would include the profit objective that is integral of the survival and growth of a business. Encouraging every employee to take an active interest in all aspect of the business and focusing managers to think through what they are going to do and their reason for doing it.oriented. As the definition implies. have centered on efficiency . along with the other firms. helping the customer has been given greater emphasis than getting the sales. In selling for example. Changes in production brought about by use of the marketing concept. Lawsuits against the tobacco industry and in some cases.A total company effort:. have focused on convenient products availability. Training must be provided and employees must be motivated to achieve the common goals of maximum customer satisfaction and the long term organization objective.Businesses that have embraced the marketing concept have found that this concept has had a strong impact on sales. demonstrate this conflict. changes in operation. 3.. Many successful nonprofit organizations. 2-long. this concept has changed the way they operate.A customer focus:.term desire and long term needs and wants of their potential consumer.the marketing concept being with the premise that the starting point for business decision is the customer needs and wants. may include market share. Firm often need to determine what ―futuristic‖ products and service would satisfy latent need and wants of which consumer are not yet aware. effectively use the marketing concept.

whenever you experience resistance or frustration in any part of its sales or marketing activities. Many companies have found the profitability of certain product and services do not justify the amount of effort and resources that go in to producing them. its brochures and its correspondence and every single visual element about its company. Be open to the possibility that your current pricing structure is not ideal for the current market. Some time you need to change your term and condition of sales. its waiting rooms. Remember. Packaging refers to way its product and service appears from the outside.The forth element in marketing mix is place. ―Is your current product or service or mix of products and services. Place: . Positioning: . market and consumer needs change rapidly. sometime by spreading your price over a series of months or years. By raising their prices. to survive and in each case. Packaging also refers to its people and how they dress and groom. be open to revisiting the area. the entrepreneur must make the right choice about the very best location or place for the customer to receive essential buying information on the product or services needed to make a buying decision. With regard to the packaging of company product and services. How do people think and talk about you when you‘re not present? How do people think and talk about your company? What positioning do you have in your market. Sometime company needs to lower its price and some time it may be raised the price. and the interest you can charge will more than make up for the delay in cash receipts. develop the habit of looking at your product as trough you were an outside marketing consultant brought in to help its company decided whether or not‘s it‘s in the right business at this time . but the remaining percentage generates a profit on every sales. Be open to the need to revise its prices. Sometime company combines the products and service together with special offers and special promotion. Packaging: . Company sells to make sure they‘re still appropriate to the retailers of the current market. It refers to its offices. Develop the habit of continually examining and reexamining the price of the product and services. if necessary to remain competitive . In business as in nature. Company can sell far more than you are today. As products. people from their first impression about it are within the first 30 seconds pf seeing its or some element of its company.once company developed marketing strategy in the new market or existing market then company should used ―7 P‘s Formula‖ to continually evaluate and reevaluated the their business activity. in term of specific words people use when they describe you and your offering to others? . Company should develop the habit of thinking continually about how you are positioned in the heart and minds of customers. you must continually revisit these 7P‘s to make sure sales department on track and achieving the maximum results possible for you in today market place.The fifth element in marketing mix is packaging.The second P of this formula is based on satisfying consumer‘s need and wants in a manner that would also maintain or improve the long-term welfare of the consumer as well as the well being of the society. Sometime company can include free additional item that cost you very little to produce but make its prices appear for more attractive to its customer. Sales promotion technique with 7P‟s of marketing:. Products:.The next P is positioning. ―Are these right products or services for our customers today?‖ Price:. Ask critical question such as. Company developed the habit of standing back and looking at every visual element in the packaging of their product or service through the eyes of critical prospects. Small improvement in the packaging or external appearance of its product or service can often lead to completely different reaction from their customer. Promotion: . you need to develop the habit of assessing your business honesty and asking.To began with. they may lose a percentage of their customer. appropriate and suitable for the market and the customer of today?‖ Whenever you‘re having difficulty selling as much of your products or services as you‘d like. Company should think in term of everything that the customer sees from the first moment of contact with its company all the away through the purchasing process.The third element in marketing mix is promotion.

in a specific away. white cement introduce some schemes to provide discounts.e. White Cement.k white cement: . lower. with the skill and abilities to do the job you need to have done. Breadth talks about the range of purchase and usage situations that this brand has been recalled. J. 5kg. reached to every place in India and also in different pack sizes. BRAND SALIENCE:. I found that J. White Cement has always emphasis on "Quality.When customer go for the construction or repair or for white wash of his house and also he want to decorate his kitchen. So. 10kg.e. silky finish and magical strength. J.Company positioning their brand JK white cement as ―The Perfect White Cement‖. It has high-quality because it consistently satisfies customer requirements. cement introduced the paper packing for white cement to prevent it from moisture content.K.K.K.K positioned it in the rich and upper middle-class customers but to reach middle and lower class customers j. Then he just go for white colour.Brand performance describes how well this brand provides the basic functions of the product or service category. Brand Performance: .Brand salience measures awareness of brand.K. J. Sometimes its ―service‖ and sometime its ―excellence‖.K. Consumer Based Brand Equity model of J. Brand Salience refers to the depth and breadth of brand awareness. J.In the famous book by Al Reis and Jack Trout.the Perfect White Cement‖. In India J. is more important than everything else put together. hire and retain the proper people. And many questions arise in my mind like: To what extent does this brand have special features? How reliable is this brand? How effective is this brand‘s service—does it completely satisfy your requirement? Compared to other brands in the category in which it competes. they put the plastic coins in the cement bag with exchange of that the shopkeeper give the . Attribution theory says that most customer think of you in terms of single attribute. ―J. The punch line is also very catchy ―The Perfect White Cement‖ and the ad campaign is also very catchy ―Apni Kalpanaao ko saakaar kijiye‖. and then pay little attention to the fact that every single decision and policy has to be carried out by a specific person. People: . While depth talks about how easily the brand is recalled.K. This whiteness is what he need and also a strong material. J.K. Birla white cement.K white cement is consistent in its quality and its features like silky finish and strength. Worlds leaders in white cement technology. although there is other brand which is very popular i. Positioning. It is easily recognized by its brand elements be it its logo and its punch line. either positive or negative.K.K. Depth of Brand Awareness:.K. But the recall value of J. company developed the habit of thinking about how are you could improve your positioning. White cement whenever I think of White Cement. It will give me assurance regarding the quality. White cement is more. India. Apart from this J. The plant has pioneered process and quality control systems in white cement manufacturing that are unique and consistent. Denmark. White Cement is a reputed brand and globally accepted for its quality and whiteness. Company developed the habit of thinking in term of people inside and outside of your business who are responsible for every element of your sales and marketing strategy and activities. Your ability to select.k launched the cement in small packets of 1kg. White Cement in India positioned itself as quality premium cement. Breadth of Brand Awareness: .K white cement works incorporates the technical expertise of F. Today the plant produces 250. JK white cement operations began in the year 1984 at Gotan. State-of-the-art-technology with continuous on-line control by micro processors & X-rays ensure that only the purest white cement is produced. White cements the only name customer remember that that time. recruit. or about the same J.000 tons per annum of ―The Perfect International White Cement‖.The final P of the marketing mix is People. J. It‘s amazing how many entrepreneur and businesspeople will work extremely hard to think through every element of the marketing strategy and the marketing mix.K. And also the tag line which customer remember when he think of whiteness i. J. Availability and value of product".Customer easily recalls J. bathrooms etc with tiles or marble the first thing In his mind is that the it will provide me light and brightness in the rooms.L Smidth & Co. the author point out that how you are seen and thought about your customer is the critical determinate of its success in competitive marketplace. Rajasthan. are this brand‘s prices generally higher.

Company adopted different type of advertising and sales promotion technique: . It has strength and has silky finish also. give me a feeling of discount on their part.K. heritage. Wall Painting: . this trust generated with introducing new packaging in market. It is also changes as per market requirement. The Usage of white cement is in different areas like tiles. J. Brand Judgements: . The company has an experience of over 30 years in the field of cement. It depicts the cleanliness and brightness.Company huge finance invests in the wall painting for promotion of its product and services. water proof etc. The symbol we see shows the strength in it as customer see the characters are broad.K. The company‘s image also reflects if we find that company also thinks for customer. silky finish and strength.There are various type of sales promotion and advertising strategy adopted by the company but some major sales promotion technique is describe below. J.K agencies and distribution centres are all around the country which proves customer loyalty to this brand. The company provide the details information on the pack that how to use effectively this cement. and experiences. . roof proofing and making designs on roof etc. purchase and usage situations. white cement is most popular brand in the area of construction. I am confident that this material is reliable and durable and I get value if I spend money on this.K. it also gives a feeling of coolness because of the whiteness. white putty.k. White cement. . marble.Brand Judgments are customer‘s personal opinions about the brand.K.K white cement has successfully established in the Indian market especially in northern region. white cement always be with the customers and available easily so. Brand Resonance: . white cement also organise events for public awareness regarding use of cements and also do social services for the welfare of the society that creates a sense of community and active engagement with the society. J. . J. Customers see this brand as strength. personality and values. TV adds: reliability and strength. When customer goes for the white cement purchase then the first name that customer think is J.. painting. As a brand customer imagine this as a premium and quality. White Cement:     It means the J.K white cement seems to relate with feelings of the customers because in festivals like ―Diwali‖ people used to white wash their homes. continuously innovates its products according to the changing preferences customers for example J. it‘s in the reach of every person. The brand personality of J. Brand Imagery: .Brand Imagery refers. J. J. This is again. how do you describe this brand? To what extent do people you admire and respect use this brand? Can you buy this brand in a lot of places? This also refers to intangible aspects of the brand such as User Profiles. history.K. Following are some of the brand imagery features of J. durable and reliable and the brand that respects their values. durability. Brand Feelings: . I can say that it is used at every construction site.K.J. To what extent does this brand fully satisfy your product needs? Does this brand offer good value? I as a customer value J. it also asks about your assessment of the product quality of this brand among other brands.K.K white cement gives a feel of trust.Brand Resonance describes the extent to which customers feel that they are in sync with the brand. If customer has to repair my wash basin and filling the gaps between tiles then customer purchase this cement because he have faith on its strength and finishing.K. White cement is a premium and quality brand.Company knows that it have grate competition with Birla so company huge finance in advertising in electronic media. white cement depicts whiteness. Apart from this. It is also very silky in nature that is necessary for the finishing. trust.. J. .

Mode of Advertisement WALL PAINTINGS 15% COMPLEME NTARY GIFTS 22% NEWS PAPER 16% T/V Ads. Mode of Advertisement:.Company also advertised their product and services through outdoor media such as glow shine for creating and reminds the customer. 35% GLOW SIGN BOARDS 12% .Outdoor Advertising: .Company knows that advertising is the very important tool of the succession of any product and service so company invest all the media and media sub class to compete the competitior product and services. After sales service:-Company also provided the free training after the selling of the products for the better use of the product which is a very strong sales promotion technique. Following chart shows the percentage of investment is made in different media class.

Zones which have a wide range of distribution network zones have been fixed according to the number of stockiest in the various cities of zones. The marketing department of the respective zones performs the job of collecting payment from various stockiest.CHAPTER 6:. which varies according to the various cities.P 27% 33% Punjab. C and D and security deposit varies accordingly.K. M. They have Marketing Executives in the fallowing places:1) 2) 3) 4) 5) 6) 7) Mumbai Pune Indore Nagpur Nasik Akola Jabalpur .Marketing plays a vital role in the success of any organization. At the time of allotment the company accepts the security deposits from the stockiest. Company‘s head office is at Delhi decides the monthly target of various zones and they further distribute sales target to the various stockiest who procure the cement by placing their order at the corporate office of the company.MARKET STRUCTURE AND DISTRIBUTION CHANNEL POSITIONING OF THE MARKETING DEPARTMENT:. The stockiest places the order by using the order form in which they give complete details of the quantity and the type of packing they require. They have divided the cities in to four classes A. After making an investigation of demand and customer preference J.P & Gujrat Location of the marketing department:WEST ZONE:-This zone is governed by the Regional Manager (West) from Mumbai. All the reports and accounting work is carried out by the zonal office as well as the Head Office. White Cement has divided its distribution network into four zones:    East Zone West Zone North Zone South Zone These zones are governed by zonal offices. B. Key Market Area:- Key Market Segment 19% 21% Rajasthan Haryana Delhi & U.

The middlemen may focus on different middlemen needed to get the product to the ultimate consumer. Efficient and effective performance of these tasks calls for the channel members who can perform them with differential advantage. . They have appointed Marketing Executives in the fallowing places:1) 2) 3) 4) 5) Head Office Eastern U. The channel design is the development of marketing channel to achieve distribution objectives. governs this zone.P. Ghaziabad Agra Gwalior SOUTH ZONE:-The Area Marketing Manager governs this zone at Bangalore.NORTH ZONE:-Marketing Manager. Marketing channels are set to interdependent organization involved in the process of making a product or service available for the use or consumption. he formulates his distribution objectives to achieve those objectives. The companies have their executives in the fallowing places:1) Delhi 2) Chandigarh 3) Ghaziabad CENTRAL ZONE:-This zone is governed from the Head Office. Kanpur by an Assistant Marketing Manager. 1) Gotan 2) Jaipur 3) Née much DISTRIBUTION CHANNEL:-The concept of marketing channel has been defined as the route taken by products as they move from the producer to the consumer. Delhi reporting to Vice President Marketing.This state is directly monitored & governs by Gotan Works.K. When a marketing manager sets out to distribute his white cement in a market. There are two types of marketing channels used in White Cement Industry. White Cement has its Executives in the fallowing places:1) 2) 3) 4) 5) 6) Madurai Coimbatore Chennai Cochin Hyderabad Belgaum EAST ZONE:-In this Zone the Marketing Executives are placed in the fallowing places :1) 2) 3) 4) Kolkata Ranchi Patna Guwahati RAJASTHAN:. J. some distribution tasks need to be perforation.

AGAINST STOCK TRANSFER:-In this the consignment is sent to the dumps from the factory. The stockists lift the required quantity from the dumps. FACTORY DUMPS STOCKISTS RETAILERS CONSUMERS AGAINST „C‟ FORM:. FACTORY Against ‗C‘ Form STOCKIST INDUSTRIAL CONSUMER .In this process the company collects C form from stockiest or industrial consumer and required quantity delivered directly from the factory. The retailers purchase the required quantity from the stockist and at last the consumers purchase white cement from the near by retailers.

2. Paucity of time with dealer & sub-dealer made them to provide quick information rather than precise information. as only few places were covered. so they may be different in regard to the total population. depending upon socio-economical and culture background or we can say due to the demographic factors. 6. 8. I found some times difficulty in getting response from the customers due to inherent human tendency or because of lake of time. As the sample size was small. 4. . 7. There was no measure to check that biased information was not present. 3. Newspaper etc? 5. There is hardly any information about white cement market been found in any magazine. Place was a constraint.LIMITATIONS Certain limitations were experienced at different level during the project study:1. preferences and behavior varies from place to place. No-response was the serious limitations. Finding of the study which was done at Kanpur city may not be applicable to other parts of the city may not be applicable to other parts of the country because customer taste. The unavailability of data from secondary source also proves limitations for me. 9.

7. Company representative service of Kapoor Marketing (marketing firm of J. 8. 2. The promotional schemes of J. Advertisement in the form of Glow Signs & Hoardings seems to be less effective than personal visits and wall paintings.K.K.) is not good Birla is quite good in it. Major application of white cement is – Mosaic Tiles and Terrazzo Flooring. So overall the respondents want that the company should upgrade its marketing style as well as the advertisement budget. is ahead of Birla but in case of Wall Putty Birla is on the notch.CONCLUSION 1. T/V advertisement is most demanded promotional activity by the respondents. As far as market demand of White Cement is concerned J. 3. Awareness level is good for J.K. Price is not a competitive factor because both the brands are coming with same price tag. 6.K. 4. 5. 9. In case of publicity Birla has an upper edge over J. is not seems to be effective.K. .

7-There should be a gift coupon inside the various packing for the Masons.There should be a regular company executives visits to the dealers. 5.Number of meeting with the dealer and retailer must be checked regularly and available programme such as DOA must be held frequently at different location of the city to provide right education to painter / mesons etc. 4. 8-Company should increase awareness of different application of white cement among people.Only one marketing firm and distributor for a big city like Kanpur is not enough it should be increased to 3 to 5. 2-The Company must put hoarding at the most busy place in the city and provide glow sign boards to the dealer and retailer. 6-Provide incentive schemes to the Dealers and sub-dealers.Company should increase the quality of wall putty in terms of Binding Power. . More emphasis should be laid on TV & News Paper Ads. 12. 10-Company should make changes in its marketing strategy and should appoint a Brand Ambassador for Promotion. 11-Company should organize a monthly interaction with masons/ painters to get them acquainted with the trends and uses of White Cement. regarding correct application of J.k white cement and wall putty.RECOMMEDATIONS 1. 3.The company is advised to spend more an advertisement through proper and effective medium of advertisement. 9-More aggressive & comparative promotional campaign keeping in focus the only competitor Birla.

indiainfoline.BIBLIOGRAPHY * * * * * * www.Marketing Management Marketing Research by Boyd and Gupta . Kothari – Research Methodology Philip Kotler www.

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