A

Project Report

On

“Awareness of Fiber Cement Board in Gypsum Market”

Submitted to:

As a Partial Fulfillment of the Requirement for the Award of Bachelor of Business

Administration Programme BBA (Class of 2016-2019)

Under the Guidance& Supervision Of

Prof Seema
Faculty Guide
AGBS Hyderabad

Summer Internship Project

Submitted by:
Milan Patel
A30606416155
AMITY GLOBAL BUSINESS SCHOOL
HYDERABAD
 AMITY GLOBAL BUSINESS SCHOOL
HYDERABAD

College Certificate

This is to certify that Mr Milan Patel student of BBA 4th Semester, Class of 2016-2019 has
completed the Summer Internship Project titled “Awareness of Fiber Cement Board

in Gypsum Market” in 2017 under my guidance has worked sincerely for the partial
fulfillment of Bachelor of Business Administration for the year 2016 to 2019 to the best of
my knowledge and wish him success for the future endeavours.

Prof S. Suneetha Devi

AGBS Hyderabad

Date:-
Place:-
 AMITY GLOBAL BUSINESS SCHOOL
HYDERABAD

DECLARATION

I, Milan Patel, Student of Amity Global Business School, Hyderabad hereby declare that the
Project titled “Awareness of Fiber Cement Board in Gypsum Market ” is the
record of authentic work done by me for submission of the Summer Internship Project as a
partial fulfillment and has not been submitted in any other university or Institute for the
award of any other Degree. An attempt has been made by me to provide all relevant and
important details regarding the topic to support the theoretical aspect and practical evidence
related to the topic.

Name &Signature of the student with enrolment Number

Milan Patel

A30606416155

Date:-

Hyderabad
 Acknowledgment
My heartfelt sincere Thanks to Dr P Prasada Rao, Director General, Amity Global Business
School Hyderabad for giving me this opportunity for doing my project in VISAKA
INDUSTRIES LIMITED.

My sincere & grateful thanks to my Faculty Guide Prof S. Suneetha Devi for guiding me
throughout my Project.

My sincere thanks to my Family members who stood by me motivating me to complete my

project successfully.

Name & Signature of the student with enrollment Number

Milan patel

A30606416100

Date:-

Hyderabad
 TABLE OF CONTENTS

S.NO. PARTICULARS PAGE.NO

1) Executive Summary

2) Objective of the Study

3) Research Methodology

4) Limitations of study

5) Literature Review

6) Chapter 1-

7) Chapter 2-

8) Chapter 3&4- Data Analysis and Interpretation

10) Chapter 5- Findings, Learning and Conclusion

11) Annexure

12) Bibliography
 Executive Summary

On the back of rising demand from industries such as construction, ceramic and
cement, the Indian gypsum market is poised to grow significantly in the coming years. the
government has also backed the industry by allowing 100% Foreign Direct Investment for
gypsum products and as a result, the FDI inflows to gypsum products industries in India have
registered a significant growth in the past few years. (RNCOS, 2014)

With the intervention of new technology and choices of people, Fiber Cement market
has now taken shape into creation of flat products such as a Fiber Cement Board. A fiber
cement board is an asbestos free board of superior quality having more functionality and
features than that of a Gypsum Board. With rising demands of fiber cement boards in modern
construction, more companies have begun the process of manufacturing the boards. With the
increase in competition, it was important for a company like Visaka Industries to make its
product stand out. The paper consists some of the key marketing strategies that the company
uses to market its fiber cement product Vboard.

Being one of the market leaders of the country, the company also wishes to slowly
expand its operations into the gypsum market. The company is trying to replicate the use of
the gypsum boards with fiber cement boards [wherever possible] by trying and convincing
the customers about the superior products available in the market. Before starting its
operations and drawing a strategic plan, the company had to do a careful analysis of the
market and awareness about a fiber cement board in the same. The report also consists of a
questionnaire on the “Dealers and Distributors” category of a gypsum market on the topic
“Awareness of Fiber Cement Boards” to help the company do the same.
 RESEARCH OBJECTIVES OF STUDY

1. Comparative analysis between Fiber Cement Board of Visaka Industries ltd (Vboard)
and Gypsum Boards in Gypsum Market.
2. Creation of a questionnaire on “Awareness of Fiber Cement Board in Gypsum
Market” under four categories:
- Dealers and Distributors
- Commercial Buildings
 RESEARCH METHODOLGY

Research objective 1: Comparative analysis between Fiber Cement Board of Visaka

Industries ltd (Vboard) and Gypsum Boards in Gypsum Market.

Data needs: Dealers of Fiber Cement Board & Gypsum Board.

Primary Data: Personal Interviews with Dealers

Secondary Data: Broachers, pamphlets & Company site.

Sample Size: 40 Dealers (including FCB & Gypsum Board)

S.no. Factors Fiber Cement Board Gypsum Board

1. Origin Austria US
2. Origin Name Eternit drywall
3. Varieties Only one type 2 types of boards:
1. Water-resistant gypsum
board

2. Type X gypsum board.

4. Thickness 4mm to 25mm 8mm to 18mm

5. Fire resistant More than 2 hours high fire Up to ½ hour medium fire
rating for interior wall system - resistant for interior wall
No failure at 120 minutes. system – no failure at 30
minutes. Not all gypsum
boards are fire resistant.
6. Water resistant Flexural Strength - Moisture Absorbs less than
absorption, EQ moisture content 160gm/m2 of water during
and moisture movement. surface absorption tests.
Not all gypsum boards are
water resistant.
7. Termite resistant Non nutrient to mould, fungus or It’s not termite resistant.
 insect life.
8. Durability Fiber cement is one of the most Gypsum board is used to
resistant and durable siding construct strong, high
options for a home. quality walls and ceilings
9. Raw material Sand,Cement and cellulose fiber Gypsum rock
 Research objective 2: Creation of a questionnaire on “Awareness of Fiber Cement
Board in Gypsum Market”

Data needs: Dealers of Fiber Cement Board & Gypsum Board.

Primary Data: Personal Interviews with Dealers

Secondary Data: Broachers, pamphlets & Company site.

Sample Size: 40 Dealers (including FCB & Gypsum Board)

Fiber cement boards have become quite common in the construction industry. They are a
convenient option when one is looking to build fast and efficiently. Unfortunately most
people don’t really know or understand what makes Fiber cement boards a better option than
plywood and other materials.

Fiber cement boards are composite materials made of sand, cement and cellulose fibers. More
specifically, they are composed of Portland cement with glass-fiber mesh on the surface.
These boards can be used independently or along with plywood. They are highly resistant to
fire, water and termites, making them an ideal choice for building good quality and long
lasting furniture and homes.

WHEN WAS FIBER CEMENT BOARD INVENTED?

Fiber cement products were first patented in Austria in 1901 and were called “Eternit” by
Ludwig Hatschek after the term “aeternitas” meaning everlasting. It was only in 1903 that
Schweizerische Eternit-Werke AG started fabricating the product in Niederurnen,
Switzerland.
The inital make involved the usage of asbestos to add strength but later turned out into a good
alternative to the asbestos sheets as their replacement.

What makes it Water resistant?

Fiber cement boards get their water resistance from a treated gypsum core and the organic
reinforced fiber covering.
Cement boards specially made with Portland cement core and fiberglass mat reinforcing is
truly waterproof while the later is more suitable for moist settings.
Fiber cement boards made with Portland cement can be inserted into water without any risk
of degradation. These panels do not even require sealing of edges and/or penetrations in order
to maintain their structural integrity. Boards made of Portland cement are however smaller in
size and heavier than boards with a gypsum core.

How to install?
Cement boards are installed using corrosion resistant screws. They have very little movement
under thermal stress but are installed with a slight gap. This gap is filled with a Silicone
sealant. The sealed gaps are sealed like how a normal gypsum board is sealed, or rather, they
are taped. Although fiber cement boards are taped with fiberglass tapes which is what makes
these boards water resistant. This combined with an impermeable finish makes cement boards
stable and durable!

WHAT ARE THE USES?

Fiber cement boards are ideally used for flooring, making furniture, for wall
cladding/panelling and even for gates due to their indestructible properties. Unlike plywood
Vboard does not degenerate and disintegrate in the rain due to moisture and does not attract
termites.
Fiber cement sheets and boards can ideally be used in kitchens too, as they are considerably
thermal resistant and do not catch fire easily.
Fiber cement sheets and boards also asbestos free which makes working with them less
harmful. Health hazards are minimised for your family as well as those who help build your
home.

HOW TO MAINTAIN IT?

Fiber Cement Sheets and Boards require very little or no maintenance once installed and can
be painted and textured to fit the design tone of your space. Infact, the thicker sheets/boards
have great impact resistance too!

In India, Vnext Products come with unmatched quality, aesthetics, style and durability and
are the ideal choice for smart & good looking interiors and exteriors. Vboard & Vpanel have
Fire, Water & Termite Resistance characteristics and can be used for external as well as
internal applications. Vnext products occupy the top line of Visaka Industries Limited.

About Gypsum Boards

Gypsum board, commonly known as drywall, is the technical product name used by
manufacturers for a specific board with a gypsum core and a paper facing.

Gypsum board is the premier building material for wall, ceiling, and partition systems in
residential, institutional, and commercial structures and is designed to provide a monolithic
surface when joints and fastener heads are covered with a joint treatment system.

One principal advantage of gypsum board over plywood, hardboard, and fiberboard is its
strong fire resistance. Gypsum products also provide sound control, economy, versatility,
quality, and convenience.

When was Gypsum Board invented?

The U.S. Gypsum Company (USG) invented drywall in 1916. It was originally called
"Sackett Board," after the Sackett plaster company, a USG subsidiary [Source: Allen]. The
material was first sold in the form of small, fireproof tiles, but within a few years, it was sold
in multi-layer gypsum and paper sheets. In less than a decade, it took on the form we know,
consisting of a single layer of compressed gypsum sandwiched between two sheets of heavy
paper.

Is Gypsum Board Water Resistant?

There are two types of Gypsum Boards:-

1. Type X gypsum board

2. Water-resistant gypsum board

What are the uses of Gypsum Boards?

Widely used in the construction of residential housing to skyscrapers as fireproof material

conforming to the restrictions on interior finish stipulated in the Building Standard Law.
How to maintain?

Maintaining the beauty and delicacy of false ceiling is a hassle free job. Gypsum board false
ceiling can easily be maintained like any other plastered surface. No special maintenance is
required. For any dust accumulation it can be cleaned with broom or a smooth rug, just like
other interiors of your house.

While cleaning the False Ceiling Home owner needs to take care for no water contact.
Gypsum plasterboard and water don’t go hand in hand.

Disadvantages of Gypsum Boards:

1. Gypsum plaster cannot be used for outside walls since they retain dampness. Also
gypsum plastering cannot be done in areas which are continuously damp such as
bathroom etc.,
2. Gypsum plaster is costlier than traditional cement motar plaster (cement and sand) for
same thickness of plaster. But in areas where natural/river sand is not available for
construction, cement mortar plastering should be covered with a 6 mm gypsum layer
making cement plaster more costly.
 Limitations of the Study

1. The data was collected through questionnaire. The responds from the respondents
may not be accurate.
2. Many workers and dealers might have not given appropriate answers due their
perception.
 LITERATURE REVIEW

Article no.1- The Advantages of Fiber-Cement Siding

By Dan Chiras

If you’re building a new home, garage, addition, workshop or barn — or if it’s time to replace
the ancient, weather-beaten siding on your house — consider fiber-cement siding.

What is fiber-cement siding, and what are your options? Like conventional siding, fiber-
cement siding is applied to the exterior of buildings to protect them from the elements. This
product comes in a wide range of colors and styles that resemble conventional siding
materials, notably stucco, cedar shingles, and wood clapboards. It’s made primarily from
cement, sand, and wood fiber (often a recycled wood-fiber waste product), a combination that
results in an extremely durable material.

Fiber-cement siding typically costs a bit more than vinyl siding, but less than stucco. It also
outlasts its competitors — often by decades — because it resists many common hazards,
including fire, wind, insects, and rain. Fiber-cement siding is recommended in all climates,
but is ideal for hot, humid regions. No matter how wet it gets, it won’t rot. And because of
the cement and sand content, it’s termite-resistant.

Fiber-cement is more expensive than vinyl, but similar in price to wood — if you’re
considering only the cost of materials. Fiber-cement products tend to be more costly to install
because they require removal of the existing siding and more preparation. (Vinyl siding can
often be placed over existing siding.) Cost is determined by several factors, such as whether
the siding is pre-finished or painted on-site, the style of paint, type of siding, and the size of
your house.

Article no.2 FCB: Fibre Cement Board: The Fast Emerging

Interior-Exterior Panel Product at Plywood Retail

The Ply Reporter study finds that ‘FCB is fastest emerging panel boards since last five years
with 18- 20 % market growth supported by increasing domestic manufacturing capacity as
well as imports. With increasing acceptance of these products nationwide, South India based
NCL industries (Bison Panels brand) has begun its production in the North too by
establishing a factory in Himachal Pradesh. Another is Hyderabad based leading player,
Visaka Board, which is adding its new plant in North at Jhajjar, Haryana, scheduled to start
production by next year. Other players are Everest Industries, Ramco Industries, Hyderabad
Industries Limited and few more small players.

Sensing opportunity in this area, Century Ply has also launched Zykronsourced from imports.
Another Thailand based company Mahapant Fibres is also offering FCB panel with brand
‘Shera’ with local partners. Mumbai based marketing house GLO import this product and
market in India with ‘GLO panels and Planks’ brand. Apart from these a dozen of other
marketing companies/ importers are sourcing FCB from China and other countries.

The Ply Reporter findings indicate that the ‘Total market size for FCB has reached to Rs.
1000 crore in India’ with rise in retailing at Plywood dealers. With increasing awareness
among contractors-carpenters, and other input providers the market is expanding very fast.

Article no.3 Is Fiber Cement Board Green?

BY MURRYE BERNARD

You've probably seen fiber cement board or siding and didn't even recognize it. The material,
which can be made to resemble wood grain or even stucco, has been around for 100 years. It
has received a bad rap because it contained asbestos fibers in the past. Now fiber cement board
contains cellulose fibers, along with Portland cement and sand.

One of the most desirable qualities of fiber cement board is that it is so durable. Unlike wood
siding, fiberboard siding doesn't rot or require frequent repainting. It is fireproof, insect
resistant, and performs well in natural disasters.

Impressively, some manufacturers offer warranties that last for up to 50 years, a testament to
the material's longevity. Aside from being low-maintenance, fiber cement board is also energy
efficient and contributes to insulating your home.

Fiber cement board is available in plank format that is similar in dimension to vinyl siding,
ranging in profiles from 4 to 11 inches. Fiber cement siding is also finished with a variety of
textures. Wood grain patterns mimic traditional wood siding, while smooth planks or stucco
textures look clean and modern. Fiber cement board is also made into sheets, which can be
installed as an insulating underlayment for tile.

Article no.4 Finish Quality: Timber Weatherboards vs Fibre

Cement Weatherboards

In construction and architecture, it is the details that make the difference.

In New Zealand and Australia, both timber weatherboards and fibre cement weatherboards
are commonly used. However the finish quality is dramatically different. Due to the nature
of fibre cement board and the way that it is manufactured, the surface of fibre cement board
is rougher, with a pocked surface.

By contrast the super smooth surface of Abodo’s Vulcan Primed Timber Cladding is
machined to a fine sheen, leaving a slick painted surface

The fine surface finish achieved with Vulcan Primed Cladding is due to the thermal
modification process the timber goes through. The thermal modification process changes
the cellular structure of the timber, breaking the cellular walls of the timber and creating a
more stable timber, which is easier to profile.

Article no.5 The Generation Rate of Respirable Dust from

Cutting Fiber Cement Siding Using Different Tools
This article describes the evaluation of the generation rate of respirable dust (GAPS, defined as
the mass of respirable dust generated per unit linear length cut) from cutting fiber cement
siding using different tools in a laboratory testing system. We used an aerodynamic particle
size spectrometer (APS) to continuously monitor the real-time size distributions of the dust
throughout cutting tests when using a variety of tools, and calculated the generation rate of
respirable dust for each testing condition using the size distribution data. The cuts using saw
blades with more teeth generated more respirable dusts. Using the same blade for all four
miter saws tested in this study, a positive linear correlation was found between the saws’
blade rotating speed and its dust generation rate. All the miter saws generated less dust in the
‘chopping mode’ than in the ‘chopping and sliding’ mode.
 Chapter 1: Introduction
The topic of the internship project is “Awareness of Fiber Cement Board in Gypsum
Market”.

The report consists some of the key marketing strategies that the company Visaka
Industries uses to stand out of a competitive market of Fiber Cement Boards. The strategies
are also accompanied by a brief discussion about the problems faced in working with a fiber
cement board and their accompanied solutions wherever possible.

The gypsum market is a vast market covering almost 95% of the false ceilings and
wall partitions in the areas searched. The product is very well known to all the users and
before entering such a dominant market, the company needs to analyse and understand the
awareness about its own product first. The market was divided into two categories which are:

- Dealers and Distributors,

- Commercial builders

The findings of the survey are explained using bar graphs and pie charts with insightful
interpretations and notes.
 CHAPTER 2: COMPANY PROFILE

Visaka Industries Limited was established in 1981 by Dr. G. Vivekanand as a manufacturer

of asbestos cement sheets. The company started production in 1985 with an initial capacity of
36,000 tons per annum and successfully achieved 100% capacity utilization in the first year
itself. Within the next few years, the company established 8 factories spread across India
manufacturing about 7,50,000 tons of corrugated cement sheets per annum. (Visaka
Industries Limited)

Dr. G. Vivekanand is an MBBS graduate from Osmania University who was recently
appointed as the vice chairman of CII, Andhra Pradesh. Under his stewardship, the company
had set up a trust for contributing to the society called “Visaka Charitable Trust”. The trust
has dug more than 200 drywells, constructed 20 classrooms and 8 irrigation tanks which are
benefiting more than 500 families today. The trust has also conducted several eye and health
camps for the physically challenged. (Vnext, 2018)

Besides, the organization saw scope in the material business and broadened into material yarn
fabricating in 1992 by introducing its first industrial facility in Nagpur. The organization had
taken the obscure Airjet turning innovation as a test and today, effectively holds the situation
of the biggest MTS establishment of its kind on the planet fabricating 10,000 tons of yarn for
every annum. Today, the organization has accomplished praise for most noteworthy
proficiency and most astounding efficiency holding seat checking quality and profitability
models of greatness. (Visaka Industries Limited)

Having built up being a critical player in two ventures, in 2009, the organization
began producing non-asbestos fiber cement sheets and boards to provide food the
requirements of present day development needs. The primary industrial facility was set up in
Miryalaguda, Telengana and in 2013, and a couple of years after the fact the second
manufacturing plant was introduced in Daund, Maharashtra (Vnext, 2018). Starting today, the
division has an aggregate assembling limit of 1,00,000 tons of fiber bond sheets per annum
being conveyed the nation over utilizing 583 merchants as of May 2018.

The company’s turnover had touched 1000 crores in the year 2016-17 and has 1400
dealers under its roof as of 2018. For the last 30 years, the company is steadily growing and is
prompt to repay all its debts to all the banks as well as consistently paying dividends to the
 shareholders. With its dedicated and employees and further growth plans on its anvil, the
company will continue to grow in the years yet to come. (Visaka Industries Limited) (IIFL,
2018)

 Vision

Committed to be a “Credible, Passionate and Innovative solution providing company”.

 Mission

 To be a complete cost effective and Qualitative building solution provider.

 To identify potential products which add value to the societal needs.

 To explore and enhance our niche textile markets.

 To create value and trust among all the stake holders.

 Company Values

 Initiative, Responsibility & Accountability

 Care, Compassion & Courtesy

 Ethical Functioning, Fairness & Transparency

 Trust, Good Faith & Integrity

 Vboard

About:

Vboard is a autoclaved, non-asbestos fiber cement board which is manufactured using

the Hatschek process and High Pressure Steam Curing (HPSC) technology. The board is a
composite matrix of non-asbestos cellulose fibers, fine silica, portland cement, fly ash and
other mineral additives. Manufactured under IS 14862-2000 norms, the board comes with
textured surface finishes to meet the requirements of modern building applications.
Features:

o Fire resistant
o Water resistant
o Termite resistant
o Weather resistant
o Eco-friendly
o Energy efficient
o Asbestos free
o Aesthetics with durability
o Easy workability
o Time saving

Variants:

Applications:

o Internal applications:
 Wall partitions
 Interior panelling
 False ceiling
 Kitchen cabinets
  Kitchen platform
 Wardrobes
 Mezzanine flooring
 Door frames
 Wet areas
 Window Frame
 Fixed Furniture (tale top, Cot planks, etc.)
 Bed frame dressing, etc

o External applications:
 Wall cladding
 Roof underlay
 Staircase application
 Garden fencing
 CNC cutting
 Duct closing
 Gate cladding
 Elevations, etc

 Company Statistics:

Profit

 Awards:

 All India Manufacturers Association – Best performance in Large and Medium scale-
2001

 AP Distinguished industrial award from Exhibition Society in the year 2003.

 Award from Council for Industrial Development in 1985

  Awareness Centre of Environment- World Environment day – 2006

 Best management award from the government of Andhra Pradesh in 1987

 Council for Industrial Development & Trade – Industrial Promotion Gold Medal Award–
1990

 FAPCCI – The Best Industrial Productivity Effort in the state – 1987 (Large)

 Man of the Millennium award 2000

 Productivity award from the Andhra Pradesh Federation of Chamber of Commerce in

1987.

 The Exhibition Society – AP Distinguished Industrialist Award – 2003 (Large)

 Silver Winner-Spot light awards by LACP -Under Category Annual Report for 2011-12

Customer Service:

At Visaka, personalised customer service is geared to ensure complete customer

satisfaction. The marketing and technical team works closely with the customers, identifying
their needs, helping in designing and installation processes maintaining close contact before
and after sales. The companys customer service is further supported by their stockosts who
are selected for their integrity and repute. The company also guarantees to provide technical
advice to its cllients, such as advice on estimations, installations and measurements totally
free of cost. (Visaka Industries Limited)

3. Why Visaka?

• Visaka is an organization with more than 30 years of ability and market administration in the
entirety of our verticals.

• The organization's prosperity is credited to the development situated methodologies and

strong base of tasks worked throughout the years.

• The whole workforce is experienced, proficient and versatile to guarantee most extreme
productivity of creation, tasks and conveyance.
• State-of-the workmanship fabricating units is driven by best-in-class innovation, making the
organization the undisputed market pioneers.

Chapter: 3&4

Data Analysis and Interpretation

Important Notes:

 Necessary interpretations are provided adjacent to the findings

 If in case an option provided in the multiple-choice question is not selected
throughout the survey, the option is not mentioned in the diagrams and the adjacent
explanations.
 The survey was conducted on “Dealers and Distributors” category of the Gypsum
Market.

(The questionnaire has been attached to the annexure page)

Awareness:

Out of the 30 responses collected from the questionnaire, it has come to notice that 66.7% of
the gypsum market dealers and distributors are aware about fiber cement boards, 20% have
had little idea about the board and 13.3% ware completely unaware.

Are you aware about FCB?

13%

20%

67%

Yes No Maybe

Are you aware about FCB?

Row labels Frequency Percentage

Yes 27 67%

No 8 20%

Maybe 5 13%
 Most of the respondents have become aware about the board through
advertising done by the company (36.2%), friends/word of mouth (17%%) and customers/
clients (12.8%). Mediums like visiting work sites where product was used (8.5%) and
manufacturers (8.5%) have also helped in spreading awareness, while other mediums such as
social media, online search and newspapers have not proved to be much beneficial.

How did you get to know about FCB?

40.00%
36.20%
35.00%

30.00%

25.00%

20.00% 17%
15.00% 12.80%
10.40%
10.00% 8.50% 8.50%

5.00% 3.30% 3.30%

0.00%

How did you get to know about FCB?

Row labels Frequency Percentage

Advertising 15 36.20%

Friends/ word of mouth 7 17%

Customers/ clients 5 12.80%

Visited sites 3 8.50%

Manufactures 3 8.50%
Work with FCB:

When the respondents were asked whether they have earlier worked with fiber cement
board or not, their responses astonishingly were negative. Although a major part of the
dealers and distributors of gypsum are fully aware about FCB, only 40% of them have
worked with fiber cement board. About 60% of them have never used the board, 16.7% have
used it for less than 2 years, 13.3% have used it for 2-5 years and only 10% have used it for a
period over 5 years.

Since how long have you been working with FCB?

10%
13.30%

16.70% 60%

I did not use FCB <2 yrs 2-5 yrs >5yrs

Row labels Frequency Percentage

I did not use FCB 24 60%

Less than 2 years 7 16.70%

Between 2-5 years 5 13.30%

Above 5 years 4 10%

When the respondents who had previously worked with the board were asked
regarding the difficulties faced in workability, 62.5% of the respondents complained about
cracks on edges, 18.8% complained about excessive dust, 12.5% about the heaviness of the
board, and only 6.3% of all said that there was no problem working with the board.

Difficulty faced by applicators in working

6.30%
12.50%

18.80%
62.50%

Cracks on Edges Excessive Dust Board is heavy No Problem

Rows labels Frequency Percentage

Cracks on edges 25 62.50%

Excessive dust 8 18.80%

Board is heavy 5 12.50%

No problem 2 6.30%

On the contrary, when they were asked about the satisfaction they got out of working
with a fiber cement board, 66.7% of the respondents rated the working as average. The other
16.7% as good, 8.3% as bad and remaining 8.3% as very bad. It was noted that none of the
respondents rated the work as excellent or very good and one of the dealer also stated that
working with a gypsum board is comparatively more convenient.

How would you rate working with FCB

8.30%
8.30%

16.70%

66.70%

Average Good Bad Very Bad

Row labels Frequency Percentage

Good 7 16.70%

Average 27 66.70%

Bad 3 8.30%

Very bad 3 8.30%

Awareness of Power Features:

The respondents were asked if they knew the power features of the product that is, fire, water
and termite resistance. The response indeed, was very positive. Out of the total sample size,
80% were already aware about the three features and the remaining 20% were not aware. It
was noted that the 80% who answered in favour, were the ones who knew or had previously
heard about a fiber cement board, meaning, that all the people who have heard about the
board are aware about its power features.

Did you know that FCB is:

90%
80% 80% 80%
80%

70%

60%

50%

40%

30%
20% 20% 20%
20%

10%

0%
Fire Resistant Water Resistant Termite Resistant
Yes No

Row labels yes No

Fire resistant 32 8

Water resistant 32 8

Termite resistant 32 8

False Ceilings and Wall Partitions:

 As mentioned previously in the paper, 95% of the false ceiling and wall partitions
market is covered by gypsum boards. The survey in fact proved the same. All the dealers and
distributors covered in the survey confidently stated that they are fully aware of the fact that
most of the false ceilings and wall partitions are made from gypsum.

Why is Gypsum used so widely even though it is not

water resistant?
6%
8%
28%
12%

22% 24%
Quality of product Mindset of people
Ease in Installation Standardized procedures in market
Other Moisture resistance

When they were asked about the reason behind such wide usage of the board even
though it is not water resistant, 28% of them said it was due to the quality of the product,
24% said it was because of the mindset of people, 22% agreed to ease in installation and 12%
said that people follow standardized procedures in the market. Apart from this, 6% of them
also said that it was because the board is moisture resistant and the remaining 8% opted for
other which includes channelling of wires, no reason and lack of awareness of alternatives.

Row labels Frequency Percentage

Quality of product 11 28%

Mindset of people 9 24%

Ease in installation 8 22%

 Would you prefer using FCB in wet areas?
6.70%

23.30%

70%

Yes Maybe No

In addition, when they were asked if they would prefer using a fiber cement board
(which is water resistant) in areas where gypsum is not much preferred such as wet areas,
70% of them responded as a yes, 23.3% as maybe and only 6.7% as no. The interpretation of
this data could be lack of awareness in the market. Even though gypsum is used in such a vast
area in the market, people still prefer using a fiber cement board in areas where gypsum is not
much preferred. If people are made aware about the availability of such alternatives, they
would consider purchasing the product.

Row labels Frequency Percentage

Yes 28 70%

No 9 23.30%

Maybe 3 6.70%

Pricing:
 A gypsum board is relatively much cheaper than a fiber cement board. But, due to the
toughness and product quality of a fiber cement board, a 12m gypsum board can be replaced
with an 8mm fiber cement board.

When the respondents were asked about of price of a 12mm gypsum board per metre
square, 70% of them said it ranges between 10-15 rupees per mm and the remaining 30% said

That it ranges between 15-20 rupees.

What in your opinion should be the price of an

8mm FCB?

23.30%

67.70%

6.70%
3.3%
No Idea 20-25 rupees/mm
15-20 rupees/mm Less than 15 rupees/mm

However, when opinion regarding the pricing of an 8mm fiber cement board per
metre square was taken, the response was surprising. 67.7% of the respondents were
completely unaware about the pricing, 23.3% said it ranges between 20-25 rupees, 6.7% said
it is between 15-20 rupees and the remaining 3.3% said it should be the same as a 12mm
gypsum board. The interpretation of the response regarding the pricing of the boards would
be that, even though the dealers and distributors are aware about the existence of a fiber
cement board, their knowledge regarding the pricing of the product is not significant.

Workability (Willingness and Awareness):

 Are you willing to take up work if an order is given to you?

20%

3.30%

76.70%

Yes No Maybe

When the respondents were asked whether they are willing to take up work if an order is
given to them, 76.7% of them said yes, 20% said maybe and the remaining 3.3% said no. It
was noted that most of the respondents who answered maybe were interested in knowing the
size of the project first.

Row labels Frequency Percentage

Yes 31 76.70%

No 1 3.30%

Maybe 8 20%
 Did you know that the fixing methods of FCB are different than
that of standard procedures?

36.70%

50%

13.30%

Yes No Little Idea

As mentioned previously, the working methods on a Fiber cement board is different than that
of other boards. When the respondents were asked the same, 50% of them were fully aware
about the workability methods, 36.7% had a little idea and the remaining 13.3% were
unaware about the same.

Row labels Frequency Percentage

Yes 20 50%

No 5 13.3%

Little idea 15 36.7%

Enquiries:

Since the survey was conducted to know the awareness of fiber cement board in gypsum
market, it was important to know whether the dealers received any enquiries for the board or
not.

How often do you get enquiries regarding FCB?

10%

23.30%

66.70%

I do not get enquiries Very less frequent Quite frequent

When the question was asked to the respondents, 66.7% of them answered that they do not
get enquiries, 23.3% answered that they do get enquiries but are very less frequent and 10%
answered saying that they receive enquiries quite often.

When the respondents were asked about how they deal with the enquiry, 66.7% of said that
they answer saying they do not deal with the product and the remaining 23.7% take details
and get back to them.

Row labels Frequency Percentage

do not get enquiries 27 66.7%

are very less frequent 9 23.30%

Quite frequent 4 10%

Out of the 23.3% who give a positive response to the enquiries, 90% of them procure the
product from nearby dealers and distributors and the remaining 10% from manufacturers.

If your response to the enquiry is positive,

where do you procure the product from?
10%

90%
Nearby dealers and distributors Manufacturers

Another important point that was noted was that all the 10% respondents who procured the
product from manufacturers, were all dealers of the company Gyproc Saint Gobain.

Row labels Frequency Percentage

Nearby dealers and distributors 36 90%

Manufacturers 4 10%
Willingness to stock:

The respondents were also asked whether they were willing to stock fiber cement boards if
the enquiries were quite regular. 56.7% of the respondents answered yes, 33.3% as maybe
and the remaining 10% denied.

Are you willing to stock if enquiries are regular?

33.30%

56.70%

10%

Yes No Maybe

It came into notice that all the dealers who receive frequent enquiries about a fiber cement
board opted for yes under the willingness to stock.

Row labels Frequency Percentage

Yes 23 56.70%

No 4 10%

Maybe 13 33.30%
Concluding Question:

The last question of the questionnaire was whether the dealers and distributors would
recommend the product to customers, clients and others. 90% of the respondents answered
yes and the remaining 10% opted for no.

Would you recommend the product to others

10%

90%

Yes No

Row labels Frequency Percentage

Yes 36 90%

No 4 10%
Chapter 5

Findings

Marketing Strategies

The marketing strategies of the company’s product “Vboard” are quite unique and
significant. Being one of the market leaders of Fiber Cement Boards, the product is highly
differentiated and has features which make it better than that of the competitors:

1. Using the USP: A Unique Selling Proposition is a unique benefit that is exhibited by the
company’s product, service or brand, which enables it to stand out from the competitors.
The USP of the company is:
“Vboard is fire, water and termite resistant”
Since most of our clients constitute builders, architects and common people who are
in search for a long-lasting product borne with maximum benefit (for any purpose), the
USP provides them the primary advantages of a fiber cement board which immediately
catches their eye.
2. The Tougher Grid: This is a marketing strategy which differentiates the company’s
wall partitions than that of the competitors’. While making wall partitions using a
Vboard, a steel grid is placed in between the boards like every partition, but the
workability on the grid for a Vboard, is what makes the company’s product more
superior.
3. Reusability: One of the salient features that the Vboard offers is reusability. The boards
are fixed using CSK self-drilling screws without any hammering and the manufacturing
process of the board enables it to be reused after the removal of the screws. the feature
proves to be highly economical saving upto 80% of the cost when used again.
4. Half the cost of Plywood: The cost of a Vboard itself is 10-30% cheaper than that of
good quality plywood and on top of that, the workability of a Vboard requires nearly half
the manpower as compared to plywood. Comparing the total costs of the two, including
fixing and installation, a Vboard nearly costs half the total price of plywood.
5. Time: The time taken to construct drywalls and partitions using Vboard is very less
compared to all the other products in the market. For instance, when a brick wall is
 erected, it needs to be sprayed with water and kept under light for nearly 24 hours and on
the other hand a Vboard partition just takes 4 hours to dry without the use of water.

Problems in Workability [Unsolved]

1. Heavy Board: The standard weight for a 6mm Vboard is 8.9kg/m2 , which is a little
heavier than other fiber cement boards, plywood and panels such as Aerocon.
During a dealer visit at Patel & Co. Erragadda, Hyderabad, it was found that due to the
heaviness of the board, loading and unloading from the truck becomes more challenging,
especially when the manpower was less. They added by saying that they need to be extra
careful while stacking the boards precisely because the edges of all fiber cement boards
are weak and might crack.
2. Timeline Before Work: One of the most common customer complaints for fiber
cement boards is, cracks on concealed false ceilings. Now, the reason behind the
cracks is vibrations caused from other work and the solution for the cracks not
appearing is, doing the finishing of the ceiling once all the other work in the
surrounding is done. Even simple activities such as hammering on a table on the
ground can cause vibrations to the ceilings.
During the visits to dealers and contractors, it was found that most of them were already
aware about the reason behind the cracks. The problem they were facing is that when the
customers are told to leave the finishing till the end, they get annoyed and say that it
cannot work that way and sometimes tend to cancel the contract. The contractors also
stated that before giving a contract, the customers expect a finish date when all the work
assigned will be finished for sure. And due to reasons like these, the contractors cannot
pressure the customers regarding the consequences and in the end, leads to problems like
cracks on ceilings.

Problems in Workability [Solved]

1. Cracks on Edges: As mentioned above, the fiber cement boards are a little weak on the
edges and sometimes while working with the board, for instance making partitions, the
 edges might crack or break a little. The solution to this problem is that, regular “putti”
can be applied in those areas for a smooth finish. This feature is not available in any
other alternative for the board and saves a lot of cost especially when the order is large.
2. Delayed Delivery of Board: Most of the dealers mention the problem that the delivery
of the board is often delayed than the estimated time. There are two solutions to the
problem. The first being that the dealer can stock the product if the enquiries are regular
and the other being that the estimated date of delivery to the customer can be stated a bit
later than expected, so that, in case the board even gets delayed by a day or so, the
customer shall not face any problem. And as most of the market deals with the problem,
the board can also be ordered from nearby dealers and distributors who currently have it
in stock.
3. Cracks in Concealed Ceiling: As mentioned above, the cracks are caused by vibrations
occurring from surroundings. If the finishing (or concealing) of the ceiling is done
towards the end of the entire project/work, the cracks can be avoided. Even though the
customers are not willing to comply with the solution, it can still be an eliciting solution.
 Learning of Student from Internship Project

1. While conducting the market analysis, I along with the new trainees were taken to
work sites where the product Vboard was used by our supervisor Mr. David. During
the visits, I learnt that there are two types of people: Ones who buy the product based
only on its functionality irrespective of the price and on the other hand, people who
are only keen about pricing and are ready to compromise superior products looking
for cheaper alternatives.
2. Being into a family business of building material, complete knowledge about the
product Vboard including the workability methods, problems faced and marketing
strategies, can prove beneficial for me in the future.
3. Before the internship, I was completely unaware about the functioning of a corporate
ambience and the superior subordinate relationship, but after the completion of the
timeline, I have gained a little bit experience in the same.
4. I have gained some knowledge on how a network is established between the
distributors, dealers and sub-dealers with the manufacturing unit. In simple words, I
have learnt an equation about how a factory decides “how much to produce”.
5. While conducting the survey, most of the dealers were not very cooperative once I
introduced myself. They usually asked me to leave or answered rudely saying they do
not have time and/or are not interested in answering. With time and guidance, I could
learn how to overcome situations like these.
Apart from these, I also gained experience in creating a questionnaire, survey, office
presentation and confidence in speaking.
 Contribution of Internship Project to Company

1. The provision of key marketing strategies the company uses to market Vboard on a
paper can be beneficial for new and existing employees of the company.
2. Since the paper consists the list of problems (solved and unsolved) that are faced
by people while working with the board, the company can use the information to
make further develop the product and provide insightful solutions.
3. Apart from that, during the timeline of the internship, four questionnaires were
prepared for four different segments of the gypsum market. Even though a successful
survey was conducted on only one field (dealers and distributors), the other three
questionnaires are already in an approved state. Hence, the next representative can
move into the market directly to conduct the remaining surveys with some product
knowledge.
4. A successful survey on “Dealers and Distributors” category of the Gypsum market
was conducted with a sample size of 30, providing useful insights and information that
the company can use to better analyze the competitors market.
5. During the timeline of the internship, I have provided the company with two
potential dealers for the product Vboard. While conducting the market analysis, I
could successfully convince two building material dealers to take dealership of Vboard.
 Conclusion

The summer internship project has helped me in gaining huge practical knowledge
that could not be found in books. The experience has given me an opportunity to learn things
which provided me a peek into the corporate culture. Being a fresher, I would never be
exposed to such a corporate environment if it were not for this project.

I would further like to thank Visaka Industries to give me the opportunity to work
with them as a summer intern in such a friendly environment, showing me that path of
knowledge and experience which will help me succeed in my career and enter a bright future.
The company has helped me get a kickstart to my marketing abilities by challenging me at
every stage, of which I am very thankful for. It was a great journey going and visiting dealers,
gathering information, conducting a survey and even struggling with the timelines given.
Working in the company was fun and I will surely remember the special moments I had
there.
 Annexure

Questionnaire on “Dealers and Distributors of Gypsum Market”

1. Are you aware about Fiber Cement Board (FCB)?

a) Yes
b) No
c) Maybe I heard about it

2. Since how long have you known about FCB?

a) I do not know FCB
b) Less than 2 years
c) 2-5 years
d) More than 5 years

3. How did you get to know about FCB?

a) Social Media
b) Advertisement
c) Friends/ Word of mouth
d) Online search
e) Customer/ Client
f) Newspaper
g) Visited a site where product was used
h) Manufacturer
i) Applicator
j) Other
k) I do not know what FCB is
4. Since how long have you been using/working with FCB?
a) Less than 2 years
b) 2-5 years
c) More than 5 years
d) I did not use FCB

5. Was there any difficulty faced by applicators? If YES, what were they?
a) Cracks of edges
b) Too much dust while working
c) Board is a bit heavy
d) Other: _______________

6. If you had previously taken up work with FCB, how was the experience?
a) Excellent
b) Very Good
c) Good
d) Average
e) Bad
f) Very Bad
g) Worst

7. Did you know that FCB is Fire resistant?

a) Yes
b) No

8. Did you know that FCB is Water resistant?

c) Yes
d) No

9. Did you know that FCB is also Termite proof?

e) Yes
 f) No

10. Did you know that most of the false ceilings and wall partitions are made of Gypsum
Boards?
a) Yes
b) No

11. Which brand of gypsum board do you deal with?

Brand: _____________________

12. Gypsum boards are not Water resistant. Why do you think they are used so widely
even though there are better alternatives?
a) Quality of the product
b) It doesn’t matter
c) Lack of awareness regarding the alternatives
d) Standardized procedures in market
e) Ease of Installation/ easy workability
f) Mindset of people
g) Other: ___________________

13. FCB can also be used in areas where gypsum board is not much preferred such as wet
areas and semi exposed areas like balconies and porticos mainly because it is “water
resistant”. Would you consider using it?
a) Yes
b) No
c) Maybe

14. What according to you, is the price of a 12mm gypsum board per sq.ft? (being non-
water resistant)
a) Less than 10 rupees
b) 10-15 rupees
c) 15-20 rupees
d) More than 20 rupees
 e) Other: ____________

15. What in your opinion should be the price of a 8mm FCB per sq.ft? (being water
resistant)
a) Less than 15 rupees
b) 15-20 rupees
c) 20-25 rupees
d) More than 25 rupees
e) Other: ______________

16. Would you be willing to take up a work (FCB), if an order is given to you?
a) Yes
b) No
c) Maybe

17. Did you know that the fixing methods of a FCB is different than the standard
procedures?
a) Yes
b) No
c) Little idea

18. Would you like to know more about the fixing methods of a FCB?
a) Yes
b) No
c) Later

19. Do you get calls/enquiries about FCB product/applications? How frequent is it?
a) I do not get enquiries
b) Very less frequent
c) Quite frequent
 d) Very frequent

20. How do you respond to the enquiries?

a) We do not deal with it
b) Ill connect you to someone
c) Taking details and getting back to them
d) Indifferent
e) We do not receive enquiries about FCB

21. If your response for a FCB enquiry is positive, where do you procure the product
from?
a) Dealers
b) Distributors
c) Ask friends
d) Manufacturers
e) Applicators
f) Contractors
g) Other: ___________________

22. Are you willing to stock the product if the enquiries are regular?
a) Yes
b) No
c) Maybe

23. Would you recommend the product to others?

a) Yes
b) No
Questionnaire for Commercial Buildings

1. Are you aware about Fiber Cement Board (FCB)?

a) Yes
b) No

2. How did you get to know about FCB?

a) Social media
b) Online search
c) Email
d) Friends
e) Newspaper
f) Customer/client
g) Distributor
h) Dealer
i) Manufacturers
j) Applicators
k) I don’t know what FCB is
l) Other: __________________

3. Since how long have you known about FCB?

a) Less than 2 years
b) 2-5 years
c) More than 5 years
d) I don’t know

4. Have you ever used a FCB? If YES, which brand had you used?
 a) I have not used FCB
b) Brand: ______________

5. Did you know that Visaka Industries manufactures FCB “Vboard”?

a) Yes
b) No

6. Did you know that Vboard is Fire resistant?

a) Yes
b) No

7. Did you know that Vboard is Water resistant?

a) Yes
b) No

8. Did you know that Vboard is also Termite proof?

a) Yes
b) No

9. Which material did you use in your recent/ongoing project for false ceilings? (tick
the options)
a) Gypsum
b) Fiber Cement
c) Wood
d) Metal
e) POP
f) Glass
g) Other: _____________________

10. Which false ceiling do you like the most?

a) Concealed grid
b) Concealed grid with design
 c) T-grid
d) T-grid with design
e) Anything
f) Other: _________________

11. Did you know about our product Vdesigner which can be used for false ceilings
also?
a) Yes
b) No

12. Would you like to know more about it?

a) Yes
b) No

13. Which material did you use in your recent/ongoing project for wall partitions?
(tick the options)
a) Gypsum
b) Fiber Cement
c) Wood
d) Metal
e) Concrete
f) Brick
g) POP
h) Glass
i) Other: _____________________

14. Were you suggested to use the above-mentioned products for false ceiling/wall
partitions? If YES, by whom?
a) I was not suggested the products
b) Architect
c) Consultant
d) Applicator
 e) manufacturer
f) Other: ____________________

15. What is it that you keep in mind while making a false ceiling?
a) Durability
b) Aesthetics (looks)
c) Material used
d) Price
e) Time taken to make ceiling
f) Easy workability
g) Number of people needed
h) Other: ___________________-

16. What is it that you keep in mind while making a wall partition?
a) Durability
b) Aesthetics (looks)
c) Material used
d) Price
e) Sound insulation
f) Time taken to make the partition
g) Easy workability
h) Number of people needed
i) Other: _____________________

17. Have you ever used Gypsum boards for false ceilings and wall partitions
previously?
a) Yes
b) No
c) I Don’t remember

18. Gypsum boards are not water resistant. Have you ever faced problems with it (wet
areas, semi exposed areas, etc.)?
 a) Yes
b) No

19. Would you be interested in using FCB for such purposes provided they are water
resistant?
a) Yes
b) No
c) Maybe

25) Would you consider using our FCB (Vboard) for false ceilings and/or wall
partitions in such areas?
a) Yes
b) No
c) Maybe

20. In your opinion, are customers ready to pay a little more for such added features?
(sturdy, fire, water and termite resistant, etc.)
a) I don’t know
b) Not yet
c) Maybe
d) Mostly
e) Yes

26) Would you like to know more about the product/features of “Vboard”?
a) Yes
b) No

27) The alternatives of gypsum boards have more features but limited design options.
Do you think that limited design options are a major barrier?
a) Not at all
b) A little barrier
c) Quite a bit
d) A big barrier
e) This is the only barrier
28) Have you ever used a plank for duct covering, external cladding, gate cladding,
garden fencing, etc?
a) Yes
b) No

29) Would you be interested in using a plank which is water, fire and termite resistant
requiring little or no maintenance?
a) Yes
b) No
c) Maybe

30) Were you aware about the product “Vplank”?

a) Yes
b) No

31) Would you like to know more about Vplank?

a) Yes
b) No
Article on Visaka Industries Ltd

By The Hindu

Visaka Industries forays into solar sector with roof-fused panels

HYDERABAD, AUG 31
Visaka Industries Limited has forayed into innovative roofing solution where the solar panel
fused with roof panel generates electricity.

The company product, Atum, is being offered as an integrated solar roofing system which
serves as a traditional roof, while generating electricity. Backed with the cement base, it
reduces thermal conductivity when compared with traditional metal roof. There is no need for
tracking system to mount solar panels.

The Hyderabad-based company, which is into cement roofing products, textiles and V-Next
panels, the latter is presented as plywood and gypsum based product substitute, had closed
last fiscal with revenue of Rs 970 crore. “The new product is innovative and will play a role
in the country’s push towards setting up of solar units. It is expected to add to our business
growth. We expect to close the current fiscal with a turnover of over Rs 1000 crore,’ Vamsi
Gaddam, Joint Managing Director of Visaka Industries, told Business Line.

“We are first to launch such a product in the country. However, there are some similar
product makers in other countries”.

Atum would be manufactured at Miryalguda facility in Telangana which has capacity for 60
mw in a year. The plant would be fully operational within 2-3 months.

The company Board recently decided to expand the manufacturing capacity with a new plant
in Jhajjar in Haryana with an investment of Rs 100 crore. This will be operational by March
next.

“We currently have manufacturing capacity for 1,20,000 tonnes per annum across various
product segments and this will go up by another 55,000 tonnes per annum with new facility” .

Of the Rs 970 crore turnover the company logged last year, roofing segment contributed Rs
650 crore, textiles 170 crore and V-Next Rs 140 crore. The latter is likely to see significant
growth over the next few years.
“The Atum will be marketed through 700 plus strong pan-India dealer network. While the
focus initially is on commercial buildings and larger units, we are in talks with States to
introduce the product in housing projects”.
Bibliography

The following websites/references were used for the study:

1. Kumar, M. T. (2011). Distribution Channels and its Effectiveness over Asbestos Cement
Sheet Industry. Information Report, Hyderabad.

2. MarketsandMarkets Private Ltd. (n.d.). Fiber Cement Market worth 17.38 Billion USD by
2021. Retrieved 05 23, 2018

3. marketsandmarkets: Fiber Cement Market. (n.d.). Retrieved 05 30, 2018

4. RNCOS. (2014, June). India Gypsum Industry Outlook 2018. Retrieved from
https://www.rncos.com/Market-Analysis-Reports/India-Gypsum-Industry-Outlook-
2018-IM700.htm

5. Visaka Industries Limited. (n.d.). Retrieved 05 21, 2018

6. Vnext. (2018). Retrieved 05 22, 2018