CERTIFICATE

Certified that this Mini- Project Report entitled INDUSTRY A NALYSIS AND

APPLICATION OF EMERGING TECHNOLOGIES IN THE INDIAN

CONSTRUCTION CHEMICAL INDUSTRY has been prepared by MISS.

DIVYA VISHWAKARMA of the MBA Semester –II during the session

2020-2022 under my supervision .

The Mini –Project Repor t is up to the standard and I forward it to the Director ,
School of Management Sciences, Varanasi for getting it evaluated as per the
Ordinance governing the MBA Course.

DATE-

(SIGNATURE)

(NAME)

( DESIGNATION )
 DECLARATION

I hereby declare that the information presented in this Mini-Project Report is correct
to the best of my knowledge and the analysis is as per the norms and as guideline
provided for the project . I have utilized the requisite concepts and applied the
required methodologies to analyze the data collected to reach the conclusion present
in the project .

I feel extremely exhilarated to have completed this mini-project under the able and
inspiring guidance of Dr. BHAVANA SINGH (ASSISTANT PROFESSOR ). His
guidance and timely encouragement has infused courage in me to complete work
successfully .

I claim the project to be my indigenous work and has not been published anywhere
else.

(DIVYA VISHWAKARMA)

MBA-II SEMESTER

ROLL.NO. MBA/08/071
 ACKNOWLEDGEMENT
Many have contributed to the successful completion of this mini-project , I would

like to place on record my grateful thanks to each of them , and report would be

incomplete without giving due credit to them .

I feel extremely exhilarated to have completed this mini project under the able and

expiring guidance of DR. BHAVANA SINGH (ASSISTANT PROFESSOR) . His

guidance and timely encouragement has infused courage in me to complete the work
successfully .

In the end I Sincerely, thank the entire responded, friends and all others who helped
me in completion of this MINI-PROJECT REPORT.

DIVYA VISHWAKARMA

MBA-II SEMESTER

ROLL NO. MBA/08/071

 PREFACE
Indian construction chemicals market is still at a nascent stage as usage levels are much lower

compared to other peer markets due to limited awareness about the products and their

benefits as well as price conscious customers. However, the industry has showcased significant

growth in the last 5 years with new and complex molecules enhancing properties such as

strength, reduced water requirement, increased resistance to abrasion and corrosion etc.

Entry of global construction chemical companies in Indian markets have further intensified the

competition and boosted the market growth.

In future, changing dynamics of Indian construction industry are expected to significantly

impact the construction chemicals market. Adoption of international standards and increase in

high rise buildings in Tier I cities is driving the usage of admixtures and related construction

chemicals in concrete. Corrosion prevention and control is another area which is driving the

adoption of construction chemicals. Hence, going forward, the focus will be on price to

performance ratio and not price alone. Through this report, we have attempted to highlight the

key growth imperatives for industry players as well as the regulatory bodies.

We sincerely thank all industry leaders whose valuable inputs have helped in building this

report.

We sincerely thank all industry leaders whose valuable inputs have helped in building this

report. As always it was an insightful experience for the team to materialize this report. We

hope it acts as a guiding light both for the players and the consumers of crop protection

products.
CONTENT
 SECTION-1
1.0 INTRODUCTION:
India construction chemicals market has been experiencing significant growth .

its is still the growing phase when compared to other regional and domestic markets

Construction Chemicals, as the name suggests, are the chemical compounds

used in construction activities, be it residential, non-residential or non-building.

These compounds belong to a niche specialty segment of the chemical industry

and can be used either in existing construction projects to speed up the work or in new

construction projects to impart durability and strengthen the structures. The benefits

of using construction chemicals are far more than the increase in the cost of the project

which is 2-5%. Certain chemical products help in minimizing the quantities of cement .

SCOPE
This report provides a comprehensive analysis of the construction industry in India.

 Historical (2014-2018) and forecast (2019-2023) valuations of the construction industry in

India, featuring details of key growth drivers.
 Segmentation by sector (commercial, industrial, infrastructure, energy and utilities,
institutional and residential) and by sub-sector
 Analysis of the mega-project pipeline, including breakdowns by development stage across
all sectors, and projected spending on projects in the existing pipeline.
 Listings of major projects, in addition to details of leading contractors and consultants.

1.1 IMPORTANT OF CONSTRUCTION INDUSTRY

Pollution Control
Construction industry works with calculations and within the framework of carbon credits. Their input of
resources is precise by implementing optimum use with minimum wastage.

Logistics
Logistics contributes greatly to the construction industry. It teaches effective management of product transport,
product handling, delivery of material, storage etc. Executing logistics on Construction Industry reduces cost by
up to 2.5%.

Tools and Machines

With the competitive times, many construction equipments have been introduced that make construction work
easy, quick as well as safe. Certain common construction equipments are:

 Aerial Lifts
 Concrete Mixture
 Backhoe Loaders
 Cranes
 Excavators
 Generators
 Engines
 Light Towers
 Scrapers
 Trailers
 Welders and many more.

Based on the type of construction, construction tools and machines can be categorised as:

Earth-moving Equipments
These equipments help in digging foundations and landscape areas.

Construction Vehicles
These are heavy duty vehicles for conducting civil engineering tasks.

Material Handling Equipments

These equipments lift or move construction materials. E.g., Crane- It is the most common construction machine
seen at the construction site. Construction activity is incomplete without the use of cranes, and crane rigging  is
one of its specialties.

Construction Equipments
These equipments are mixtures and conveyors used during construction.
Hence, as mentioned above the construction industry plays a significant role in the success of the economy.The
government, and other regulatory authorities, need to consider these points seriously in order to ensure that the
industry receives the importance that it deserves. ). Construction chemicals are essential for high quality
concrete and for

promoting the improvement of concrete performance. They also increase the life of
 construction work and impart additional protection from environmental hazards.

The Indian construction chemicals market has shown a strong growth rate of ~17% p.a.,

historically due to the construction boom in India and growing awareness in the

industry for better quality of construction. Increase in urbanization has further

boosted the growth of construction chemicals industry. It increased from INR 1,400

Crores in 2018 to INR 3,6000 Crores in 2020.

2.0 INDUSTRY OVERVIEW

The market is segmented by Product Type (Concrete Admixture, Surface Treatments, Repair and
Rehabilitation, Protective Coatings, Industrial Flooring, Water Proofing, Adhesives, Sealants, Grouts and
Anchors, and Cement Grinding Aids), End-user Sector (Commercial, Industrial, Infrastructure, Residantle

2.1 Market Overview

The Indian construction chemicals market is estimated to witness a healthy growth, at an estimated CAGR
of over 8%, over the forecast period. The Indian construction chemicals market follows a slightly different
trend than that of the global market. Due to the lack of awareness about the long-term benefits of
construction chemicals, the demand for chemicals, such as concrete admixtures, adhesives, sealants, and
waterproofing, which have immediate tangible effects, is high.

Increase in infrastructure construction activities across the country is one of the key factors driving
the growth of the market studied.

Lack of skilled labor in India is likely to hinder the market’s growth.

Increasing Foreign Direct Investments is projected to act as an opportunity for the market in future .

 The construction sector is one of the largest sectors in the country, and it is growing at a
healthy rate, owing to the rising population, increase in middle-class income, and
urbanization.
 The government is taking various steps to restructure corporate taxes and make them more
appealing to foreign investors. The move is anticipated to boost investments in the healthcare,
education, housing, transport, and water infrastructure sectors.
 Investments worth USD 31,650 billion have been proposed by 99 cities under their smart
city plans. 100 smart cities and 500 cities are likely to invite investments worth INR 2 trillion in
the next 5 years.
 The ‘Housing for All’ program, launched in June 2015, aims to build 20 million houses in
the urban areas and 30 million houses in the rural areas by 2022. The National Housing Bank
has refinanced individual housing loans of about USD 3.1 billion during 2017-2018. 60 million
new homes are expected to be built in India between 2018 and 2024.
 The growth drivers of the Indian infrastructure sector, which maintains the demand for
construction chemicals, are government initiatives, infrastructure needs, housing development,
international investment, and public and private partnership projects.

2.2 Product Segment

India construction chemicals market is segmented as admixtures, flooring chemicals, water proofing
compounds, adhesives & sealants and repair, rehabilitation & others. Adhesives & sealants and admixtures
market is expected to contribute collectively 61.2% share by 2020. It is anticipated that there will be a
decline in the growth of the repair, rehabilitation & others segment from 12.7% in 2014 to 11.9% in 2020,
indicating a lack of inspection and maintenance in the construction industry in India .

Some major trends in India construction chemical market are increase in investment in R&D, entry

of new players, adoption of sustainable products and technological advancements. Asian region is

turning out to be focus point for most of the major construction chemicals companies for

investment in R&D. Rising construction of new buildings and renovation activities across India is

expected to boost the overall demand for construction chemicals in the near future. India

construction chemicals market on the basis of types is segmented as admixtures, flooring chemicals,

water proofing compounds, adhesives & sealants, repair and rehabilitation & others. Adhesives &

sealants and admixtures segment is expected to collectively account for 61.2% share of the India

construction chemicals market by 2020. It is anticipated that there will be a decline in the growth of

the repair, rehabilitation & others segment from 12.7% in 2014 to 11.9% in 2020, indicating a lack

of inspection and maintenance in the construction industry in India.

On the basis of end use sectors, India construction chemical market is segmented as infrastructure

sector and residential & commercial sector. Infrastructure sector is likely to grow at a CAGR of

18.3%. The residential and comment has a share of 34% in overall Indian construction chemical

market with a steady Y-o-Y growth of 16% in 2020.

From regional perspective, India construction chemical market is segmented into northern region,

eastern region, western region and southern region. Currently, northern region is expected to

experience highest CAGR of 17.8% as compared to other regions. Southern region is likely to

create an opportunity which is three times the value in 2020. The southern region comprises the

states of Tamil Nadu, Andhra Pradesh, Karnataka and Kerala.

Indian construction chemicals industry currently stands at INR 3,600 crore and has

shown a strong growth of 17% over the last 5 years. Admixtures constitute majority of

the market with 42% share. Flooring and waterproofing agents are the next leading

segments with 14% share each. Chemicals for repair and rehabilitation constitute

another 12% of the market while the remaining 18% is formed by adhesives & sealants.

The share of flooring chemicals is high in Indian market as compared to developed

world while India has a low share of tiling, sealants and waterproofing.

Overall market is fairly consolidated but there is considerable fragmentation of

individual products and application areas. A large number of global construction

companies have set up local manufacturing operations in India. The top 7 players

account for ~50% of the market; next 20 players ~25% and the remaining 25% comprises

of small and unorganized players.

increasing awareness amongst industry players regarding compliance with

international standards is expected to promote the adoption of best practices in the

industry. Ban on onsite mixing of cement and compulsory usage of ready to mix

cement in metros are the key government regulations which could have significant
impact on the industry growth.

2.3 OBJECTIVE OF THE REPORT

 Planning comprises defining objectives of the project, sequence of

works, construction methods, planning of resources, preparing estimation, and durations
for various activities to bring about the satisfactory completion of project.
..
 Construction industry in relates to economy.

 Identify the building team and their role in project.

 Construction industry in relates to employment of labour.

3.0 Research Methodology

The information contained in this report is based upon both primary and secondary research.
Primary research include interaction with construction chemical distributor , distributors and
industry experts.
Secondary research included an exhaustive search of relevant publication like company
annual reports, financial reports and proprietary databases.
 “India construction chemicals market is projected to exhibit a CAGR of over 20% by
2019”

3.1 Type of research

Formation of the topic.

 Hypothesis (a testable prediction).

 Conceptual definition.
 Operational definition (how the variables will be measured and assessed).
 Data gathering.
 Data analysis.
 Data interpretation.
 Test and revision of hypothesis.
 Conclusion (and reiteration if necessary).

In terms of the construction industry, there are a wide range of different organizations and bodies which
specialize in conducting research including the Building Research Establishment (BRE), Building Services
Research and Information Association (BSRIA), National House Building Council (NHBC), the Construction
Industry Research and Information Association (CIRIA) i3P, higher education institutes, the government
private companies.

However, the construction industry is frequently criticized for spending less on research than other
comparable industries.

SECTION -2
CHAPTER -1
1 .PRODUCT AND SERVICES OVERVIEW
Construction chemical is to a great extent driven by substantial admixtures, which represented

42% of the absolute market in 2013. Flooring and waterproofing construction chemical

are the following huge fragments with a portion of 13% each. Different sections incorporate
sealants, grouts and glues which together record for ~17% of the all out construction chemicals
market The share of flooring is high in Indian market as compared to developed world while India
have low share of Tiling, Sealants and waterproofing.

Indian construction chemical market has >80% business in new builds Invest in the

industry. Organizations such as CCMA (Construction Chemical Manufacturers

Association) India, can promote the use of Construction Chemicals in India by

conducting technical seminars and awareness programmes for the benefit of

construction industry.

1.1 Admixtures

Concrete is a generally utilized as restricting material in development. For cementing, concrete is

blended in with squashed stone, sand and water in explicit extent to create concrete.

For improving outcomes, better usefulness, more strength, and completing, concrete or

mortar admixtures are utilized . Chemical admixtures are added to the mix immediately

before or during mixing. Admixtures are primarily used--

Admixtures are used during the first stage of construction.

• To lessen water content in concrete.

• To increment compressive strength and toughness boundary of cement.

• To improve the usefulness and giving more transportation and setting time.

The market India was valued ~INR 1,500 Cr in 2013. Three types of admixtures are most prevalent
in the market - Ligno based, SNF (Sulphonated Naphthalene Formaldehyde) & SMF

(Sulfonated Melamine Formaldehyde) based and PCE based. Ligno based admixtures

were the first generation admixtures and gave lower performance compared to SNF

and PCE based admixtures PCE based admixtures are the 3rd generation admixtures

and are usually 3-4 times more expensive than SNF/ Ligno based admixtures. The raw

materials for manufacturing of PCE admixtures are not easily available in India and

~80% are imported from Korea, China and Japan. Apple Chemical India Pvt. Ltd. is
currently the only manufacturer of PCE in India.

1.2 Flooring agents

Ground surface mixtures are for the most part epoxy and polyurethane based. Mechanical deck

compounds are utilized to meet different modern requirements like scraped area, load sway,

synthetic assault, dampness entrance, reinforcing of harmed floors, just as

improving the stylish allure of the floor. They are also used to provide certain

special features such as slip resistance, static resistance, fire resistance, antibacterial

properties, and so on.

Flooring compounds are largely used at the finishing stage of the construction. Major

commercial complexes and shopping malls prefer such products. The market for such

compounds in India is valued ~INR 500 Cr in 2013. Epoxy and floor hardeners constitute

the major share of the market followed by PU based flooring agents.

1.3 Waterproofing agents

Water sealing takes into account different end use applications with items dependent on Bitumen,
PU and polymers like SBR and Acrylic. These mixtures are accessible in fluid, strong, slurry and
two-part covering structures Water proofing compounds are designed to stop water infiltration.
These compounds or membranes can be extremely effective when apWater sealing takes into
account different end use applications with items dependent on Bitumen, PU and polymers like
SBR and Acrylic. These mixtures are accessible in fluid, strong, slurry and two-part covering
structure applied on the exterior of a foundation system. Application of the water proofing
compounds can be done by implant treatments i.e. either dipping or spraying or by low-pressure
spraying on the surface.

Water sealing compounds are added during the development as necessary water

proofer during the development, for waterproofing of cement and furthermore post

development as a preventive and upkeep waterproofing fixings. The size of

this section is assessed ~INR 500 Cr in 2018. The cost of items changes depending on the crude
material utilized. The business is moving away from bituminous mixtures because of their lower
execution and non-eco agreeable nature .

1.4 Repair & Rehabilitation

The maintenance and recovery is an exceptionally neglected and immature market.

Retrofitting is fundamentally expansion of new innovation or highlights to more seasoned

frameworks and improving the constructions with energy proficiency. Recovery is reproduction of
the primary segments which were harmed.. These products include cementationsrepair mortars,
epoxy based mortars and other products like rust removers, anti-corrosion products etc.

The size of this segment is estimated ~INR 430 Cr in 2013. Cementitious mortars are

most frequently used due to their lower prices as well as the ease of usage. Polymer

based repair and rehabilitation products are widely used as they are less expensive

than epoxy based material and also comply with the desired strength criteria. Epoxy

based mortars are the growing segment and skilled labor is required for most of the

product applications.

1.5Miscellaneous

Glass, plastic, asbestors, paints ,distemperand varnishes are some of the miscellaneous
materials used in building construction ..

PAINTS Paints are applied on the outside of lumber, metals and put surface as a defensive
layers and simultaneously to get lovely appearance . paints are applied in fluid structure and after
 now and again the unpredictable constituents vanishes and solidified covering goes about as a
defensive layer.

1.6 Sealants- Sealants are used to seal expansion joints, cracks, joints in concrete roads and to
fill gaps between concrete. Major types of sealants include the following:

 Most commonly used in India owing to their lower price. They are used in a variety
applications as discussed below: Polysulphide sealants: These are most commonly used in
the construction industry as expansion joints for c oncrete roads, structural joints and others.

 Polyurethane sealants: These are used for high-end applications where highflexibility and
bonding strength are required.
 Silicone sealants: These are generally used where good bonding is required betweentwo
dissimilar surfaces such as fixing of glass on metal frame

1.8 Tile adhesives

Tile Adhesives are made utilizing great material which upgrades the solidness of

the cement and its holding range is expanded. They are principally founded on concrete,

epoxy and polymer definition (fundamentally acrylic polymer). Cementitious glues are

Cementitious glues: Cement based glues are to a great extent utilized as divider tile glues and clay
floor tile glues. Water safe concretes and polymer changed concretes are appropriate both for
interior and outside use.
CHAPTER - 2
 INDUSTRY SUB SECTORS
Apart from materials like concrete and steel, various construction chemicals also play a vital
role in the process of developing projects, both commercial and residential. These chemicals are
specialty products, added during the 'pre' or 'post' construction stages, to give special properties
to the concrete structure, thus, providing additional stability and protection to new structures.
These chemicals are even used for renovation and reinforcement of older structures

.
• According to a report by a main market knowledge and counseling firm, Future Market
Insights, India's development substance market is required to reach $1,890 million by 2020,
with a CAGR (Compound Annual Growth Rate) of 17.2 percent during the 2014-2020
period.
Here are more insights on the role of construction chemicals in India
:
Trends and key drivers of the construction chemicals industry

The use and resulting interest for construction chemical industry in India has seen a
huge development lately, attributable to the expansion in infrastructural
advancements. The construction are generally required for improving the
usefulness, execution, usefulness, compound obstruction and sturdiness of the
development materials
 Construction synthetic substances are utilized not exclusively to add life to the designs
yet additionally to help in limiting amounts of concrete and water needed during
development. There are numerous structures in India which are more than 40 to 50 years
of age and need broad remodel work. Consequently, the interest for such synthetic
substances has been on the ascent. Being a cutthroat and divided market, the
development synthetic compounds industry is generally overwhelmed by a few little and
particular providers.

 The central point that are driving the market are the increment in unfamiliar speculation
exercises, unofficial laws that depend on ideas of 'Green Revolution', urbanization and
ascend in lodging interest, just as the developing inclination for prepared blend concrete
(RMC) . In addition, remodel and fixes of more seasoned designs additionally add to the
considerable interest for development synthetics. Expanded inclination for green
structures among property purchasers, has likewise prompted the improvement of the
worldwide construction chemical industry.

A few trends that has been observed in the construction chemicals sector in India, include
.

 In the Asia Pacific region, India and China together, contribute over 50 per cent of the total
regional market size. • Increased interests in innovative work (R&D) , particularly in Asian areas,
and the passage of new players.

• Use of supportable items and innovative progressions.

• Overall interest for construction chemical in India is required to rise further because of the
expansion in the development of new structures just as remodel exercises.

• In the Asia Pacific district, India and China together, offer more than 50% of the absolute local
market size.

Benefits of construction chemicals

Construction chemicals commonly fall under the following category:
 Concrete and Mortar (Grout) Admixture

 Waterproofing Compounds

 Floor Hardeners and Floor Topping

 Protective Coatings and Surface Treatment

 Adhesives and Sealants

. These compound substances work with the decrease of scraped areas and expansion in
bond strength, in this way, expanding the existence of structures. They enhance the
constructions by making them dust-evidence and expand the look and feel of the design.
Structures that are more established or fabricated utilizing unsatisfactory development
materials face the threat of breakdown. Plus, the climatic states of the nation cause genuine
harm to the designs, which can be dispensed with by the utilization of such chemical
substances\

Challenges and growth potential of the construction chemicals industry

Some roadblocks in the growth of the segment are:

. • Construction chemical compounds increment the general expenses for the designers, by around two to
five percent.

• The area isn't quite investigated and is by and by in the incipient stage. There is an absence of
mindfulness among end-clients about the advantages of development synthetic utilization. Near 85% of the
development business staff, don't know about the idea and the worth expansion made to development
works, whenever utilized in the correct way, at the ideal time

 Application of chemicals involves excellent technical guidance which is presently lacking in the industry.

 Skilled Labour for executing the industry processes, is also difficult to obtain.

The construction chemical industry has tremendous extension for development and is by and by
developing at a pace of 15%. The significant connection between the utilization of development synthetic
items and development of the construction area should be perceived. A thriving economy, expanded
ventures from the public authority just as cooperation by homegrown and abroad financial backers, can
incredibly support the development of the business

CHAPTER- 3
GLOBAL MARKET OUTLOOK
Market Overview
The worldwide construction chemicals market was esteemed at ~USD 28.0 billion out of 2018 and is
required to enlist a CAGR of ~5.6% during the figure time frame. construction chemical compounds
have a place with the claim to fame portion of the substance business. These synthetics are utilized in
the development exercises to expand the effect strength and for primary solidness. Certain
development chemical help in limiting the amounts of crude materials like concrete and water.
Development chemical assume a pivotal part in upgrading substantial execution and increment the life
expectancy of the construction The development of the worldwide construction chemicals market is
fundamentally determined by expanding interest in framework advancement and private development
exercises across the globe. These chemicals are progressively used to improve the exhibition of
cement, alongside developing mindfulness in the business for the nature of cement, concrete, black-
top, and other development materials. The increment in urbanization and quick populace development
across the globe is driving the development of private edifices and structures, besides, the
development action in both new development and fix and revamped is relied upon to flood during the
conjecture time frame. This, in turn, is expected to boost the demand for construction chemicals during
the forecast period. Likewise, the growth of the global market is largely driven by concrete admixtures,
as utilizing these chemicals offers better workability, more strength, and better results The
development is likewise determined by expanding interest in the foundation portion. Moreover, the
public authority across the non-industrial nations are fundamentally putting resources into framework
improvement to support monetary development. The expanding acknowledgment of prepared blend
concrete, especially in the business and framework areas, is required to additionally impel the interest
for construction chemical market on the lookout. The absence of purchaser mindfulness in regards to
substance and development helps, alongside lower net revenues are the elements expected to control
the development of the worldwide development compound market. Worldwide Construction
Chemicals Market Share, By Product Type, 2018 (%
Regional Analysis : Asia-Pacific is relied upon to be the biggest and most worthwhile provincial
market for construction chemical market The high construction of the local market is ascribed to
expanding interests in framework improvement, fast industrialization, and expanding number of
new private structure projects. China is relied upon to be the biggest market in Asia-Pacific, while
India followed by ASEAN nations is required to be the quickest developing business sectors during
the figure time frame. To take into account the developing interest for construction chemical market
around there, the main players are putting to expand their creation limits around there. For example,
in 2017 Fosroc, Inc began the creation of substantial admixtures in Malaysia and introduced another
Powder Plant in Kolkata, India . . These investment have assisted with extending Fosroc's
geographic inclusion. North America is required to be another noticeable market for construction
chemical . The development in the area is sponsored by the recuperation of the development business
in the US. The European market is projected to observe consistent development during the conjecture
time frame. Latin America and the Middle East and Africa are relied upon to have critical potential for
the development synthetic substances during the figure time frame attributable to monetary
development and expanding interest in framework improvement.

 Segmentation Analysis: The worldwide the construction chemical market has been fragmented
dependent on item type, end use, and area. Based on item type, the worldwide development
construction substances market has been arranged into substantial admixtures, waterproof
synthetics, flooring compounds, glues and sealants, and others. Based on end use, the worldwide
development synthetics market has been partitioned into private, business, modern, and foundation.
The worldwide construction chemical market, by district, has been isolated into North America,
Latin America, Europe, Asia Pacific, and the Middle East and Africa.  Key players: Some of the
key players operating in the global construction chemicals market are BASF SE (Germany), Pidilite
Industries Ltd (India), Sika AG (Switzerland), Fosroc, Inc. (India), Apple Chemie India Pvt. Ltd (India),
Croda International Plc (UK), Dow (US), RPM International, Inc (US), W. R. Grace & Company
(US), Henkel AG (Germany), Evonik Industries AG (Germany), Tata Chemicals (India), Huntsman
International LLC (US), LATICRETE International, Inc (US), and Chemax Chemical (India). Target
Audience:

 Suppliers and traders of construction chemicals

 Manufacturers of construction chemicals
 End users
 Research/education institutes
 Potential investors
Report Scope:

CHAPTER-4
INDIA MARKET OUTLOOK

Market Overview

The Indian construction chemicals market is estimated to witness a healthy growth, at an estimated
CAGR of over 8%, over the forecast period. The Indian construction chemicals market follows a
slightly different trend than that of the global market. Due to the lack of awareness about the long-
term benefits of construction chemicals, the demand for chemicals, such as concrete admixtures,
adhesives, sealants, and waterproofing, which have immediate tangible effects, is high.
• Increase in framework construction exercises the nation over is one of the key elements
driving the development of the market examined.

• Lack of gifted work in India is probably going to thwart the market's development.

• Increasing Foreign Direct Investments is projected to go about as a chance for the market in
future.

Scope of the Report

The India construction chemicals market report includes:

Concrete Admixture
Surface Treatment
Repair and Rehabilitation
Protective Coatings
Product Type Industrial Flooring
Waterproofing
Adhesives
Sealants
Grout and Anchor
Cement Grinding Aids

Commercial
End-user Sector Industrial
Infrastructure
Residential
Public Space

Key Market Trends

Rising Residentiional Commercial Construction Activities

• The construction probably the biggest area in the country, and it is developing at a sound
rate, inferable from the rising populace, expansion in working class pay, and urbanization.

• The government is finding a way different ways to rebuild corporate charges and make them
more interesting to unfamiliar financial backers. The move is expected to support interests in the
medical services, schooling, lodging, transport, and water framework areas.

 Investments worth USD 31,650 billion have been proposed by 99 urban

communities under their shrewd city plans. 100 shrewd urban communities and 500
urban areas are probably going to welcome ventures worth INR 2 trillion in the
following 5 years.
 The ‘Housing for All’ program, launched in June 2015, aims to build 20 million houses
in the urban areas and 30 million houses in the rural areas by 2022. The National
Housing Bank has refinanced individual housing loans of about USD 3.1 billion during
2017-2018. 60 million new homes are expected to be built in India between 2018 and
2024.
• The construction probably the biggest area in the country, and it is developing at a sound
rate, inferable from the rising populace, expansion in working class pay, and urbanization.

• The government is finding a way different ways to rebuild corporate charges and make them
more interesting to unfamiliar financial backers. The move is expected to support interests in the
medical services, schooling, lodging, transport, and water framework areas.

• Investments worth USD 31,650 billion have been proposed by 99 urban communities under
their shrewd city plans. 100 shrewd urban communities and 500 urban areas are probably going
to welcome ventures worth INR 2 trillion in the following 5 years.e growth drivers of the Indian
infrastructure sector, which maintains the demand for construction chemicals, are government
initiatives, infrastructure needs, housing development, international investment, and public and
private partnership projects. 

Increasing Demand for Concrete Admixtures

 • Concrete admixtures are fixings that are added to the substantial blend previously or during
blending. Substantial admixtures lessen substantial development cost by adjusting the properties
of solidified cement, accordingly guaranteeing better quality during blending, moving, putting,
and restoring. This permits clients to conquer crises during substantial tasks.

• The admixture is for the most part included a generally little amount, going from 0.005% to 2%,
by weight of concrete. Nonetheless, abuse of admixtures effectsly affects the quality and properties
of cement.
• Based on work, admixtures are ordered into a few kinds, which incorporate air-entraining,
hindering, speeding up, plasticizing, and water lessening, among others. The unique classification
admixtures have different capacities, including shrinkage decrease, consumption hindrance,
usefulness improvement, antacid silica reactivity decrease, holding, shading, and clammy sealing.


 The market for substantial admixture in India is seeing a huge development,
attributable to the quick development in the development business. Government drives
like "Lodging for all by 2022" have generally worked with the development of the
development area in the country.

 • Owing to every one of these components, the interest for substantial admixture in the
nation is probably going to increment in the coming year.
  .CHAPTER-5
INDUSTRY SUB-SECTOR MARKET OUTLOOK (Separate
chapter for each subsector)
The Construction sector comprises establishments primarily engaged in

the construction of buildings or engineering projects (e.g., highways and

utility systems). Establishments primarily engaged in the preparation of

sites for new construction and establishments primarily engaged in

subdividing land for sale as building sites also are included in this sector.

 Nonresidential Building Construction

This industry group comprises establishments primarily responsible for the construction

(including new work, additions, alterations, maintenance, and repairs) of

Non -residential buildings. It includes nonresidential general contractors

Non- residential for-sale builders, nonresidential design-build firms, and

Non -residential project construction management firms.

 Heavy and Civil Engineering Construction

The Heavy and Civil Engineering Construction subsector comprises establishments whose primary
activity is the construction of entire engineering projects (e.g.,highways and dams), and specialty
trade contractors, whose primary

activity is the production of a specific component for such projects.

Specialty trade contractors in Heavy and Civil Engineering Construction

generally are performing activities that are specific to heavy and civil

engineering construction projects and are not normally performed on

buildings. The work performed may include new work, additions,

alterations, or maintenance and repairs.

For example, specialized equipment is needed to paint lines on

highways. This equipment is not normally used in building applications

so the activity is classified in this subsector. Traffic signal installation,

while specific to highways, uses much of the same skills and

equipment that are needed for electrical work in building projects and

is therefore classified in Subsector 238, Specialty Trade Contractors.

Construction projects involving water resources (e.g., dredging and

land drainage) and projects involving open space improvement (e.g.,

parks and trails) are included in this subsector. Establishments whose

primary activity is the subdivision of land into individual building lots

usually perform various additional site-improvement activities (e.g.,

road building and utility line installation) and are included in this

subsector.

CHAPTER- 6
INDUSTRY GROWTH RATING AND INVESTMENT LANDSCAPE

The Indian construction chemicals market is estimated to witness a healthy growth, at an estimated
CAGR of over 7%, over the forecastimg period. The Indian construction chemicals market follows
a slightly different trend than that of the global market. Due to the lack of awareness about the long-
term benefits of construction chemicals, the demand for chemicals, such as concrete admixtures,
adhesives, sealants, and waterproofing, which have immediate tangible effects, is high.

 Increase in infrastructure construction activities across the country is one of the key factors
driving the growth of the market studied.

 Lack of skilled labor in India is likely to hinder the market’s growth…

Increasing Foreign Direct Investments is projected to act as an opportunity for the market in future .
The Indian construction chemicals market has shown a strong growth rate of ~17% p.a.,

historically due to the construction boom in India and growing awareness in the

industry for better quality of construction. Increase in urbanization has further

boosted the growth of construction chemicals industry. It increased from INR 1,400

Crores in 2007 to INR 3,600 Crores in 2013.

 Investments worth USD 31,650 billion have been proposed by 99 cities under their smart
city plans. 100 smart cities and 500 cities are likely to invite investments worth INR 2 trillion in
the next 5 years.
 The ‘Housing for All’ program, launched in June 2015, aims to build 20 million houses in
the urban areas and 30 million houses in the rural areas by 2022. The National Housing Bank
has refinanced individual housing loans of about USD 3.1 billion during 2017-2018. 60 million
new homes are expected to be built in India between 2018 and 2024.
 The growth drivers of the Indian infrastructure sector, which maintains the demand for
construction chemicals, are government initiatives, infrastructure needs, housing development,
international investment, and public and private partnership projects.

Increasing Demand for Concrete Admixtures

 Concrete admixtures are ingredients that are added to the concrete mixture before or during
mixing. Concrete admixtures reduce concrete construction cost by modifying the properties of
hardened concrete, thereby ensuring better quality during mixing, transporting, placing, and
curing. This allows users to overcome emergencies during concrete operations.
 The admixture is generally added in a relatively small quantity, ranging from 0.005% to 2%,
by weight of cement. However, overuse of admixtures has detrimental effects on the quality and
properties of concrete.
 Based on function, admixtures are categorized into several types, which include air-
entraining, retarding, accelerating, plasticizing, and water reducing, among others. The special
category admixtures have various functions, including shrinkage reduction, corrosion inhibition,
workability enhancement, alkali-silica reactivity reduction, bonding, coloring, and damp
proofing.
 The market for concrete admixture in India is witnessing a significant growth, owing to the
rapid growth in the construction industry. Government initiatives like “Housing for all by 2022”
have largely facilitated the growth of the construction sector in the country.
 Owing to all these factors, the demand for concrete admixture in the country is likely to
increase in the coming years.

CHAPTER- 7 SWOT ANALYSIS

 Strengths from the Contractor’s Point of View

While working on this project, we used an advanced system of project management with
direct communication between the construction site and the head office of the
contractor’s firm. On this project, the contractor had the opportunity to hire experienced
engineers and foremen and made excellent use of all employees on the project.

 On this project, workers’ wages were increased and equalized with respect to
earlier projects. The wages of the high-ranking workers (craftsmen and
specialized workers) were 370 dinars per hour ( US$1=70US$1=70 Serbian
dinars), and the wages of the low-ranking workers were about 300 dinars per
hour. During the hard summer months, the contractor offered a bonus to the best
craftsmen and all participants in the project who had higher-level responsibilities

 On previous projects, the contractor had done business with many subcontracting
firms and had established good relations with them. When the contractor knows
what to expect of the subcontractors, it makes project planning go much easier.

 Modern materials and work automation have contributed to rapid advancements

in construction. This is a strength of the contractor and was reflected in the
effective and efficient organization on the Azzaro project.

 The contractor rented modern machinery for use while managing the construction
of the building...
  Weaknesses from the Contractor’s Point of View

 The workers may need some time to adopt a method for working with the
PERI Trio formwork. This, in turn, could influence the scheduled
deadlines. The workers need to be trained at the beginning of the project
and then supervised and assisted as needed.

 Some senior and more experienced workers may find it difficult to adopt
new techniques and strategies. To help the workforce accept modern
technology, offer training and, if possible, monetary bonuses for meeting
deadlines. Supervisors should demonstrate patience and respect during the
learning period.

Lack of Coordination

This weakness means that a problem related to coordinating the workers can arise within
the organization. The use of a modern formwork system and new materials positively
influences coordination among workers.

Possibility of Injury at Work

Because the workers are not accustomed to working with new construction technology,
there is an increased possibility of injury at work.

Undeveloped Relationship with the Subcontractor

Unlike the concrete manufacturer, the contractor worked with new vendors for both the
locksmith and plastic work. Signed contracts should stipulate high penalties for missed
deadlines.

 Opportunities from the Contractor’s Point of View

Favorable Contract Terms

Contract terms should realistically allow the contractor to finish the project within the
anticipated time limit. It is very important for the contractor to study the contract and
carefully examine his responsibilities, as well as the investor’s rights and
responsibilities. Only with the knowledge of these rights and responsibilities, as well as
the risk he is undertaking, can the contractor set prices and schedules. The contractor
produces the budget for the specific project when he gets a formal inquiry from the
investor. Replying to inquiries entails considerable expense, which only the investor
bears the risk for. A thorough evaluation of expenses should result in a competitive price
(estimated expenses plus profit), which is usually an excellent criterion for obtaining the
job and for the contractor’s success on the project. Underestimated expenses always
result in business losses, while overestimated expenses can be a cause for losing the
business .

Reliable Investor

Former cooperative and positive experiences with a specific investor represent another
very favorable circumstance and an opportunity to respect any deadlines for the
estimate.

The Possibility of Working on Future Projects

When the contractor wins the investor’s trust, he will be more likely to partner on new
projects in the future.

Favorable Financing Arrangements

The contractor needs to receive sufficient advance funding to do all necessary and
planned activities until the next agreed-upon payment. Mutually agreed-upon financial
arrangements represent an opportunity for a favorable project outcome.

Possibility of Developing a Well-Coordinated Project Team and Project Management

Strategy for Future Projects

The contractor has an opportunity to put together a functional and coordinated project
team for managing the project and to implement a standardized project management
system.

Threats from the Contractor’s Point of View

High Level of Groundwater

 This threat originates from the beginning of construction in the period of

concreting the bed plate.

 Small Area for Storage and Manipulation on the Construction Site

 The large gross area of the buildings coupled with tenants’ moving into the
buildings brings the possibility of problems related to lack of space. The problem
 can be solved by using a neighboring parcel of land without any reimbursement of
expenses.

Repeated Changes in Allocation of Space

The investor’s repeated changes in the allocation of space inside the building present
difficulties for the contractor, who must deal with frequent improvisation and changes to
the plan.

CHAPTER-8
RAW MATERIAL ANALYSIS
 SAND AND GRAVEL
Sand and gravel are types of aggregates. Sand is a fine granular material whereas gravel is larger in
size. Sand

and gravel are extracted from pits or dredged from

water bodies (Langer 2001). Sand from the sea and desert

are not as suitable for the construction sector as

sand from rivers, which is therefore the most popular,

but also the most environmentally destructive form

of extraction (Pearce 2019). The extraction of sand

and gravel has grave environmental impacts, for ex-

ample negative consequences for biodiversity, water

turbidity, and the climate because of CO2emissions

from transport.

 CRUSHED ROCK-

Langer (2001) distinguishes different types of aggre-

gates, namely sand and gravel as described above, and
crushed rock. What distinguishes crushed rock from
sand and gravel is that the material is produced by
artificial crushing, as opposed to natural abrasion.
There are four general types of crushed rock: lime-
Crushed rock is also available as recycled material, ei-
ther as recycled concrete aggregate or as recycled as-

phalt pavement (Langer 2001; Glavind 2009). Process-

ing is needed to recycle these materials as for example

concrete usually contains steel bars which need to be

separated by magnet, and cement paste which has

different properties to aggregate. Recycled concrete

is therefore not usually used to produce new concrete,

but for low-specification uses (Langer 2009). Whereas

the environmental benefits of recycling waste mate-

rial are big, recycling can create dust, noise (Langer

2001) and CO2

emissions from transportation.

 CLAYS

Clay is a fine-grained sedimentary rock that is char-

acterised by its plasticity and ability to be easily cut

or moulded (Merriman, Highley, and Cameron 2003).

There are various types of clays, some examples being

ball clay (used in floor and wall tile), bentonite (used

as pet waste absorbent or drilling mud), common clay

(used for bricks, lightweight aggregate or cement), fire

clay (used forebricks or cement), fuller’s earth (used as

pet waste absorbent), and kaolin (used as paper coat-

ing and filling, for ceramics or paint and as catalysts)

(U.S. Geological Survey 2020).

 SILICA RAW MATERIALS

Quartz sand is commonly used for glass production,-

foundry casting and metal extraction, for the making

of ceramics, chemical manufacture, or water filtration

(Platias, Vatalis, and Charalampides 2014).

Quartz sand is found across many provinces in Indo-

nesia, including East Java. There it is present in Tuban,

Ngadon, Bumen, Tambakbayo, Tasikharjo, Malang,

Jember, Bangkalan and Madura (Rumidi 1988). Across

Indonesia, 27 legal businesses (with 634 people) pro-

duced 1,218,160 m3 in 2018, and 26 household busi-

nesses (with 876 people) produced 385,749 m3. The

production value in 2018 was 282,846 million IDR for

legal businesses and 26,747 million IDR for household

businesses (Nuryati 2019). Quartz sand in Indonesia

is usually used as a raw material for the production

of cement, glass, and tiles to be used in construction.

Official production of quartz in India stood at

1,395,000 tonnes in 2013–14. The term ‘quartz’ is of-

ten referred to as a synonym for silica. In India, quartz

sand is used in making glass and bricks. India export-

ed around 61.5 million USD worth of quartz, which

accounted for 13% of the global quartz export (Agar-

wal 2019). Workers not wearing the appropriate per-

sonal protective equipment (PPE) are at risk of “silico-

sis” in quartz, silica sand and gravel mines .

CEMENT

Cement is produced by heating crushed limestone

and other raw materials such as shells, chalk, shale,

clay, slate, silica sand or blast furnace slag to a tem-

perate of 1400–1450 degree Celsius in a cement kiln.

The resultant Portland clinker is mixed with a small

amount of gypsum and limestone and ground to ce-

ment (Glavind 2009; PCA n.d.; Bliss, Hayes, and Orrisa 2008). There are two processes to produce
cement, one

is a dry process and the other a wet process, where wa-

ter is used to grind the raw materials (PCA n.d.).

There are different types of cement, with various

compositions of cement clinker and other materials Cement is used for the production of concrete,
but

also for mortars and stuccos (U.S. Geological Survey

2020). Concrete is the globally most used material,

with 10km3 per year. The projected increase of global

demand for Portland cement between 2010 and 2050

is 200% to around 6,000 million tonnes per year (Pa-

checo-Torgal and Labrincha 2013).

The high temperatures in cement production mean

that waste materials are combusted completely, and

there is very low pollution. The carbon impact of ce-

ment production is significant,

such as fly ash, blastfurnace slag or pozzolanic material.

CHAPTER-9
MARKET DYNAMIC
 COMPETITIVE LANDSCAPE

The market for construction chemicals in India is consolidated in nature. The major players in the
market include Sika AG, BASF SE, MAPEI SpA, Pidilite Industries Limited., and Fosroc Inc.,
among others

 PIDLITE

WWWW.PID.COM

Company overview—started operations in 1960,of pioneer in consumer and specialties chemical

in India

Key products – adhesive and sealants

Manufacturing locations – Maharashtra

 BASF CONSTRUCTION CHEMICALS

www.basf.com
Company overview ---wholly owned by the BASF group

Key products ---concrete admixtures, joint sealants, flooring and waterproofing

Manufacturing locations ---Navi Mumbai

 SIKA India

www.sika.com

Company overview---convened India operations in 1988

Subsidiary of Switzerland-based parent company

Key products ---waterproofing , Tiling , Sealing.

Manufacturing products ---Goa , Jaipur

 Fosroc India

www.fosroc.com

Company overview ---wholly owned subsidiary of Fosroc International

Key products ---admixtures, joint sealants, surface treatments

Manufacturing locations ---Bangalore , Rudrapur
 CUSTOMER SEGMENTS

 Adhesives and Sealants

 Admixtures

 Flooring Chemicals

 Water Proofing

 Repair, Rehabilitation & Others

 CHAPTER-10
MARKET TRENDS AND DEVELOPMENTS

 The admixture is generally added in a relatively small quantity, ranging from 0.005% to 2%,
by weight of cement. However, overuse of admixtures has detrimental effects on the quality and
properties of concrete.

 Based on function, admixtures are categorized into several types, which include air-
entraining, retarding, accelerating, plasticizing, and water reducing, among others. The special
category admixtures have various functions, including shrinkage reduction, corrosion inhibition,
workability enhancement, alkali-silica reactivity reduction, bonding, coloring, and damp
proofing.
 The market for concrete admixture in India is witnessing a significant growth, owing to the
rapid growth in the construction industry. Government initiatives like “Housing for all by 2022”
have largely facilitated the growth of the construction sector in the country.
 Owing to all these factors, the demand for concrete admixture in the country is likely to
increase in the coming years. In September 2020, BASF closed the divestiture of its Construction
Chemicals business to an affiliate of Lone Star, a global private equity firm. The Construction
Chemicals business now forms the newly founded MBCC Group, headquartered in Mannheim,
Germany.
 In June 2020, Sika AG acquired Modern Waterproofing Group, a leading manufacturer of
roofing and waterproofing systems in Egypt. The new boost growth for Sika in the Egyptian
construction market.

Asia-Pacific Region to Dominate the Market

 The Asia-Pacific construction sector is the largest in the world and is growing at a healthy
rate, owing to the rising population, increase in middle-class incomes, and urbanization.
 Increasing infrastructure construction activities and the entry of major players from the
European Union into the lucrative market of China have further fueled the industry’s expansion.
 China’s 13th Five Year Plan started in 2016, as it was an important year for the country’s
engineering, procurement, and construction (EPC) industry. In addition, the country ventured
 into new business models domestically and internationally during the year. Although the
construction sector slowed down after 2013, it is still a major contributor to the GDP of the
country. China’s construction industry developed rapidly in the recent past, due to the central
government’s push for infrastructure investment, as a means to sustain economic growth.
 The construction industry is the second-largest industry in India with a GDP contribution of
about 9% and has shown promising growth in 2019 with a re-energized output of around 8%. It
is predicted that India’s construction industry is set to emerge as the third-largest market in the
world, with a size of almost USD 1 trillion by the end of the forecast period.
 In Japan, major construction companies such as Shimizu, Kajima, Obayashi, Taisei, and
Daiwa House announced a suspension of construction work until after the Golden Week
holidays (ended on 6 May). Although the government has begun to ease its countermeasures
with respect to COVID-19, it is difficult to predict to what extent work will return to normal.
With the postponement of the Olympics and the general deterioration of the economy, the most
visible main trends in the local construction and projects markets in Japan are postponement and
a slow re-starting.
 Although the construction industry in Australia has been negatively impacted by COVID-
19, it is also likely to be one of the key industries to kick start the economy when the country
begins to emerge from the impacts of COVID-19.
 New petrochemical facilities development boosted the private sector demand, while
industrial and building projects in the Punggol Digital District contributed to the public sector
demand in Singapore. The infrastructure sector is also expected to post relatively healthy
growth, mainly driven by the efforts to upgrade the country’s road, rail, and other public
transport infrastructure and investment in energy and utilities construction projects. The
government had been planning to invest SGD 28 billion (USD 20.9 billion) in the expansion and
upgrading of the transport system by 2022.
 The above-mentioned factors are likely to drive the demand for construction chemicals over
the forecast period.

CHAPTER- 11
IMPORT EXPORT ANALYSIS.
 IMPORT ANALYSIS

Main benefits of our India Data

For the local Indian Importers, this is the best way to get accurate business information of the international
exporters of top exporting partners of India.

For the global suppliers/exporters, it provides Indian shipping data and information about potential
Bombay SeaMundra importers or buyers.

For logistics, it is a boon as this data contains details of both global suppliers and local Indian buyers so that
they can approach them for their logistic services.

Top 10 Import Ports

SrNo. Indian Ports Value %
1 Nhava Sheva Sea 23.54
2 Chennai Sea 16.05
3 Delhi Air Cargo 11.81
4 Paradeep 8.54
5 Bombay Sea 8.47
6 Mundra 6.88
7 Bombay Air Cargo 6.77
8 Kolkata Sea 6.24
9 Kandla 5.86
10 Banglore Air Cargo 5.83

EXPORT ANALYSIS
Main benefits of our Data

 For the domestic Indian exporters/suppliers, it is the best way to obtain genuine trade
business information of the global importers.
 For the international importers/buyers, export data with exporters/suppliers name offers
shipping details of the country’s leading local suppliers/exporters.
 For subscribers, they can easily track Indian exports and consignments of their
competitors to go ahead in the competition.
 For market analysis companies, keep updated with the market trends, changing
fluctuations, ups & downs, and current scenarios for better marketing research.
Top 10 Export Ports
 SrNo. Indian Ports Value %
1 Nhava Sheva Sea 44421651290.99
2 Chennai Sea 30290511311.17
3 Delhi Air Cargo 22292044100.8
4 Paradeep 16121527056.17
5 Bombay Sea 15993264788.25
6 Mundra 12991478207.68
7 Bombay Air Cargo 12785106055.27
8 Kolkata Sea 11767940994.19
9 Kandla 11061444962.36
10 Banglore Air Cargo 11000041786.74

CHAPTER- 12
POLICY AND REGULATORY LANDSCAPE
CHAPTER 13
DETAILS OF CONSTRUCTION ASSOCIATION AND ITS
ROLE
The Construction Chemicals Manufacturers Association (CCMA),
the body , mind and soul of the construction
Chemicals industry in India will be hosting the fourth Construction Chemicals Conference the Regional in
2014. C3R will be hell on 7 November, 2014 at Hotel Royal Orchid, Durgapur, Jaipur. The theme
or C3 is ‘Methods and Practices on the use of Construction Chemicals’. An exciting line up of
industry captains, research scholars, and industry veterans will disseminate vital information on the
emerging materials , methods and practices that are taking shapes in the construction chemical
sector today. Delegates to C3R will benefit from an insightful program balanced with an
opportunity to create an ideal networking opportunity that is bound to unite the industry together in
its quest for excellence.

CHAPTER 14- DETAILS OF INDUSTRY SPECIFIC

MEDIA PLATFORMS (BOTH TRADITIONAL &
DIGITAL)
1. Build a high converting website- Websites that are initially structured towards
conversion optimization are twice as likely to see a large increase in sales. Many websites
appear to be nothing more than digital information areas and have not harnessed real
digital marketing capacity. The key is to create a website that successfully handles and
converts traffic coming from inbound channel. Customers need to be welcomed by
personalized landing pages. Landing pages are critical; they must make your unique value
proposition clear. You have 0-8 seconds to make a compelling headline and landing page.
After those eight seconds most visitors will leave. The landing page needs to be so
compelling that we increase conversion triggers as we work individual clients through the
digital sales funnel. Landing pages most have clear call-to actions. The call to action is your
opportunity to bring them further into the sales funnel. Landing pages should have benefits,
social proof and credibility indicators that will support your call to action.
2. Local SEO and Data Wrapping The number of searches that have a local intent, meaning
that a potential customer is searching for something in close proximity to their current
location, has been said to be around 30%, which correlates to about 30 billion searches per
month that have local intent. In order to capture local SEO one needs to create custom title
& Meta tags that incorporate your keywords and location. Reiterating your location will
help both Google and customers have a better understanding of where you’re located.
Utilizing technical elements like Schema, allows search engines to parse out certain data
and include this additional information in the search results. All business is local, if you do
not find yourself on the front page of local searches; you need to get there as soon as
possible.
3. PPC – Pay Per Click Many businesses fail to reach potential customers because they rank
too low in a given SERP. More often than not, it is simply a matter of operating in a crowded
online marketplace. In larger cities there can be hundreds of businesses competing for the
same customers, in the same business category. You may operate the finest plumbing
service in the area, but you are only one plumber out of hundreds. If customers searching
online for a local plumber have to click through two or three pages to find your website, you
will be lost in the shuffle.

4. Social media 
Social media marketing refers to the process of gaining traffic or attention through social
media sites. Social media itself is a catch-all term for sites that may provide radically
different social actions. For instance, Twitter is a social site designed to let people share short
messages or “updates” with others. Facebook, in contrast is a full-blown social networking
site that allows for sharing updates, photos, joining events and a variety of other activities.
Every social platform is not productive. Many construction companies have facebook sites,
some do not. Some construction companies have twitter account many do not. Linked-in is
critical for construction companies; I would argue that a YouTube channel is critical as well.

4 Public relations are one of the most cost-effective methods for businesses to raise
awareness. I think that the reason is simple – we encounter advertising on a daily basis so
 it is more familiar, but many are unaware of the role that PR plays in the articles they read.
In most cases, public relations are far less expensive than advertising, and can be incredibly
valuable for any size of business. When a consumer views third party coverage of a product
or service, it is perceived much differently than a traditional advertisement.. Once we
maximize our communication to as many channels possible we utilize social media listening
tools so we can monitor and engage the digital interaction and further advance the story.
ICC Services utilizes 32 free services and 4 paid PR services and deal directly with several
construction industry publications.

5. Digital Video Video is a great inbound marketing tactic. Put your construction site video on
several video marketing platforms to include YouTube, ensure that the keywords are set for
your target markets. Long tail the keywords for you specific area of expertise and ensure
that the script and relevant questions address the keywords in the actual audio files. Let the
video get found and provide trigger points or smaller conversion tactics to inbound those
potential clients to your website. Construction video on your website will set you apart from
competitors in your market. Word of mouth and references are huge in the construction
industry. For every construction project you need to capture some on video references from
the owner, architect, sub trades and any one that will put your company in the light that will
help secure that next big project. Videos of your construction project and construction
processes make great content for all your social media platforms. Social media users love
video. Reward the project owner a DVD recap of the project development ..

6. Blog. The most important reason is the content. Every time you ad creative content to a
Blog post it is indexed. It's also one more cue to Google and other search engines that your
website is active and they should be checking it frequently to see what content you've
published that they should surface. Every new indexed page is one more opportunity for
you to show up in search engines, and drive traffic to your website through organic search.
Blogging also helps you get discovered via social media. Every time you write a blog post,
you're creating content that people can share on social networks -- Twitter, LinkedIn,
Facebook, Pinterest, Google+ -- which helps expose your business to a new audience that
doesn't know you yet. Here is an example that happened to me. I was working at a
construction company and needed a specific type of heat sealed laminate floor for a Sound
Studio per customer specifications. I “googled” it and found the only local source that was
discussing it was a young startup company’s blog. He had written several articles on the
process of installing this floor. I had no intention with going with a startup but…we had
several conversations and it made sense. None of the big flooring companies were blogging
about it. Thy did not even have it mentioned on their websites. Google picked it up; just like
it would pickup details on technology and processes that you are using on your construction
projects. A blog for a construction company is a serious communication tool and a must
have.
 In conclusion, technology is changing marketing at a
dramatic pace. Building a website alone creates no
competitive advantage. It needs to have compelling content
on your customer value proposition (cpv). It needs to be
personalized and dynamic for those inbound visitors. It
needs to have call to actions and be designed with
converting customers in mind. Processes need to be
developed or in place based on your business model that
allows the overlap of traditional strategies with digital
strategies. Finally you need to identify the proper channels
and put a great deal of quality content out there for your
target market to consume. Content is an asset of the
company, it needs to be utilized as such and expect a return
on it like other assets. In your process everything should be planned in detail, analytics measured,
results and key performance indicators achieved. Digital Marketing needs to have accountability to
performance just like you company is to a Construction Project.

Social Media Traditional Media

Two-way conversation One-way conversation

Open system Closed system

Transparent Opaque

One-on-one marketing Mass marketing

About you About ME

Brand and User-generated Content Professional content

 Authentic content Polished content

FREE platform Paid platform

Metric: Engagement Metric: Reach/ frequency

Actors: Users/ Influencers Actors/ Celebrities

Community decision-making Economic decision-making

Unstructured communication Controlled communication

Real-time creatioon Pre-produced/ scheduled

CHAPTER 15
ISSUES AND CHALLENGES FACING THE INDUSTRY
1.    Skilled Labour Shortage
 When it comes to the success of your construction projects, the experience and skills of
your workers can really make it or break it. Literally.
 There is a definite labour shortage when it comes to skilled workers in the construction
industry, and this can cause several problems. Unskilled workers can make costly mistakes,
causing delays or adding stress to your budget.
 They can also make a bad impression with the client and potentially lose you business.
Your workers are the face of your business and will shape how clients perceive you, so it’s
important to get a good crew.
  Take a look at your hiring process and see where you can make improvements. Good
workers are out there, you just need to find them.

A few simple things you can do to find the best construction workers include writing better job
ads, advertising in more places and calling references.

2.    Poor Cash Flow

With the complex nature of most construction projects, it can be very difficult to maintain good cash flow.

You’ll have no shortage of payments to make, including employees, contractors, suppliers and other
various costs. This will only be offset by invoices from the client, which are frequently late and often don’t
come in until after the job is complete. Or in some cases, you struggle to get your invoices paid at all and
end up in a time-consuming debt collection process.

To try and keep the cash flowing, make sure your projects are properly budgeted and you get your invoices
paid on time

If you are already behind on cash flow, you can get a business loan or equipment loan  to help get things
back on track and be ready for your next project.

3.    Small Profit Margin

When it comes to running a construction business, having a good list of regular clients is only half the
battle. With small profit margins, your long list of clients won’t get you very far.

Trying to increase profits or even maintain decent profits has always been hard in the competitive
construction industry, and this year will be no different. Clients are always looking for the best price, and
the expenses are often quite high and unpredictable.

Here are a few tips for getting your profit margins up:

Take a closer look at your expenses, especially your suppliers, and see whether you can find any discounts
or savings.

Keep following up on any unpaid invoices and outstanding accounts

Don’t offer discounts to clients that you can’t afford. New business is only worthwhile if the profits are
good enough.

Sell excess stock or supplies that you don’t use

4.    Poor Planning & Safety Risks

While finding areas where you can reduce your expenses is good, cutting corners is definitely not.

It only takes one unforeseen event to cause big delays, lose profits and many other problems.

It is important to make sure you have a plan in place for your project from start to finish, accounting
for potential risks and worst-case-scenarios. This will help reduce these costly mistakes.

Proper training and safety measures will also help keep your projects running smoothly, so it’s
worth thinking about what you can provide to your workers to avoid mistakes.

5.    On-Site Theft & Vandalism

When talking about expenses that you didn’t account for, there’s one other big one that can’t be
ignored: theft and vandalism.

Theft and vandalism on worksites has become more and more of a problem for construction
businesses, and the costs of additional supplies can cut even further into your product margin.

Here are 5 simple steps to protect against theft and vandalism:

Install cameras and alarm systems

Have sufficient lighting on site Build fences

Schedule supply delivers only when needed (don’t overstock)

Use on-site containers to secure equipment and supplies

You may have to spend a little money to do these, but the cost of theft and vandalism can be much
greater.

6.    Communication

Communication is critical to keeping everyone on the same page and avoiding costly mistakes. In today’s
age of technology, there is no excuse for improper communication on the worksites.

Building a strong team that works well together Sharing of ideas and innovation Improved management
Feedback loops to identify areas of improvement better result.

Effective construction communication can be extremely valuable, and isn’t too hard to implement.
Make sure you establish clear lines of communication, with communication methods that are
working for you. Listen actively to your team, and be clear and concise.

When trying to communicate with clients and suppliers, it can seem like you are caught in a never-ending
game of phone tag. Resulting in never getting the information needed to continue your project. This can be
avoided by using emails as another form of communication
7.High cost of insurance

You need insurance for your construction projects. All the planning, safety training, security
cameras and communication in the world can’t escape the fact that construction is a high-risk
industry, and things can always go wrong .

However, just because you need insurance, that doesn’t mean you need to keep paying the same
price as you are now.

Shop around and see what insurance options are out there. Take a deeper look at the policies. Are
there any unnecessary costs or add-ons that you don’t need? Find out if there are any discounts
available, such as by combining other insurance policies.

It doesn’t hurt to ask, and any money you can save on your insurance will go straight to the
project profits.

Use online tools like finder  to compare insurance quotes and policies easily.

8.    Equipment Breakdowns

Construction equipment maintenance and replacement causes around 40% of total construction
project overrun costs. Basically, it’s an easy way to blow your budget!

All equipment has a life-span, and eventually you will have machine and equipment breakdowns
causing delays on your project.

While equipment breakdowns can just happen, you can still try and prepare for them. Make sure
you are performing regular maintenance on all of your equipment. If something starts to show
signs of failure, take it in for a check-up rather than waiting for it to break down in the middle of
the job.

If you do find an equipment breakdown holding you back, it’s important to act fast and minimize
the delays.  An equipment loann can help you get the machinery you need without waiting for the
required funds.

9.    Document Management

We certainly don’t need to tell you that running a construction business is full of documents.

Contracts, change orders, material orders, receipts, invoices, employee paperwork, certificates of
ensure… the list goes on and on.

Now, if your business hasn’t gone paperless yet, then you’ll be feeling this one even more!
Take advantage of the technology that is available and save yourself a ton of time and stress when
it comes to document management.

According Construction Document Management Software  will help you keep your projects
organized, easily keep track of your documents and ensure your payments are on-time.

Make sure you backup your data and avoid costly losses, by transferring files to a cloud service or
hard drive regularly.

10. Lack of Business Plan

Just like how you need to plan your construction projects for success, you also need to plan your
business.

Having a good business plan is essential to running a financially successful construction business!

A good business plan should cover your finances, business operations and the marketing of your
business. These are all integral to your business growth, and you will find that taking the time to
review your business plan regularly will be worthwhile in terms of profitability and business
success.

CHAPTER 16
TECHNOLOGICAL LANDSCAPE
1. Rapidly changing client expectations

Clients are micro-aware of the rapidly changing markets. They have growing expectations for more
innovatively tailored products for their homes, worksites, commercial buildings, and more.

Client demands are quickly increasing. Therefore, you can expect constructions to be more
modularized, specific, and optimized on energy with more improved security and health parameters.

2. Powerful capacities in technology

New possibilities have cropped up in the construction scene with sensors, hardware, and software
costs dropping on the one hand, and efficiencies rise on the other.
With innovations in technology, construction professionals can expect more novel and valuable
transformations, backed by augmented reality and virtual reality (AR/VR), drones, robotics, and
additive printing.

3. Burgeoning start-up environment

With new market opportunities that are induced by tech trends, start-ups are increasingly delivering
valuable contributions.

Global management consultancy firm Oliver Wyman identified over 1,200 start-ups in real estate
and construction since 2010, and these start-ups have also received over US$19.4 billion in funding.

4. Emerging techies and new-gen craftsmen

As construction professionals, you may be aware that the industry is fraught with resistance to
change.

So, what is fresh is the tech-savviness of professionals adopting digital tools and trendy design
trends construction. With emerging tech-related jobs, the younger generation has an exciting decade
ahead to apply creativity to processes.

5. Supportive legal frameworks

With digitalization, there is an incredible opportunity to lessen the environmental impact of
construction projects, which is in line with governments who are increasing their CO2 and energy
efficiency regulations. You will find heightened requirements of data usage and cyber security in
buildings and infrastructures. As an entrepreneur in the construction industry, you will find the
decade creating opportunities for innovation labs to augment experiences to a new wave of
possibilities, ensuring success in the industry.

CHAPTER- 17
CAREER PROSPECTS
1. Architect
An architect  is someone who plans, designs, and oversees the construction of buildings. To practice,
architecture means to provide services in connection with the design and construction of buildings and the
space within the site surrounding the buildings, that have as their principal purpose human occupancy or
use.
Etymologically, architect derives from the Latin architects, which derives from the Greek (arkhi-, chief +
tekton, builder), i.e., chief builder.

Professionally, an architect’s decisions affect public safety, and thus an architect must undergo specialized
training consisting of advanced education and an internship) for practical experience to earn a license to
practice architecture. Practical, technical, and academic requirements for becoming an architect vary by
jurisdiction.

2. Design engineer
Design engineers research and develop ideas for new products and the systems used to make them. They
also work to improve the performance and efficiency of existing products.

If you want a professional career in engineering, and are good at problem-solving and generating new
ideas, this job could suit you well.
In this job, you will need to be able to use computer-aided design software. You will need to be able to
combine engineering and design principles.

3. Project Controller
Project controls are the data gathering, management, and analytical processes used to predict,
understand and constructively influence the time and cost outcomes of a project or program;
through the communication of information in formats that assist effective management and decision
making.

This definition encompasses all stages of a project or program’s lifecycle from the initial estimating
needed to ‘size’ a proposed project, through to reflective learning (lessons learned) and the forensic
analysis needed to understand the causes of failure (and develop claims).

In other words, Project control is essentially equivalent to the project management process stripped
of its facilitating sub-processes for safety, quality, organizational, behavioral, and communications
management.

4. Commercial Manager
Commercial management is the non-technical business discipline within a company or organization,
particularly the administration of revenue and expenses to generate a financial return. Its origins appear to
go back to the defense and construction industries in the United Kingdom in the 1590s. Commercial
management within an organization is applied only at policy levels. Commercial policies relate to the rules
or practices that define how a business will be conducted and the standard terms under which external
relationships will be conducted.
Many of these policies are reflected in the terms of any contract in which the organization engages. At a
transactional level, commercial management is applied through the oversight of trading relationships to
ensure their conformity with business goals or policies and to understand or manage the financial and risk
implications of any variations.

5. CONSTRUCTION MANAGERS
Construction managers are often the main catalyst in construction projects. They are responsible for
construction sites 24 hours a day.

Common duties of construction managers include planning, directing, and coordinating activity on
construction sites, overseeing project design, hiring and supervising workers, choosing contractors, and
monitoring supplies. They are also responsible for preparing budgets and estimates, reporting progress to
clients, and to fulfill legal requirements. Construction managers do not typically do any of the actual
construction.

6. Estimation and Costing

Estimators  work out how much it is going to cost to supply products and services to their clients.
If you have a good head for facts and figures, like being part of a team and want a varied job, this
might be a career to suit you.

To do this job well, you’ll need excellent maths and digital skills the ability to work with a high
degree of accuracy, and an organized approach.

You can become a junior estimator and work your way up if you have a good general standard of
education. Another option is to take a college or university course which covers some of the skills
needed to do the job, then apply for work afterward.

CHAPTER 18
CONCLUSION
 The importance of implementing automation technologies is the need of today’s infrastructure
project and construction firms in order to increase the productivity good quality of work.
 Since India has second largest man – power in the world, automation is not replacements of the
human – power but is an important supplement that caters to the need of mega – construction
and fast – track construction.
 The problems association with construction work such as decreasing quality of work, labor
shortages, and safety of labor and working condition of projects can be overcome by new
innovative technologies such as automation which has the potential to improve the quality,
safety and productivity of the construction industry.
 Today, it is evident that the level of automation in construction is very low in comparison with
current technological advances. That is why we must make new afforts to increase the
automation level of this important sector ..
 CHAPTER 19
STRATEGIC RECOMMENDATION

"Collaboration is the key to any successful business, especially in the

construction industry. Who you hire can impact not only your business’ day-to-
day but also your overall company culture ."
Fred Guitton, Chief Strategy Officer
1. Create a Flow Communication

Communication is essential to every phase of any construction project. Establish a flow of

communication with everyone on the ground – and every stakeholder and supplier in the plan. This
transparency will make the process smother and will reduce the number of emails and phone calls
whenever a problem arises.

One of the simplest ways to create a flow of communication is a work execution platform. By
syncing comments, photos, documents, and calendars in a single location, you can monitor updates,
budgets and scheduling changes as they occur.

2. Observe and Ask Questions

Field elements can dramatically impact the workflow of construction projects. There will be many
times when you need to actually seen an issue in person before you can resolve it.

Familiarizing yourself with the construction site and the duties of every professional working under
you will make you a better project manager. Construction is a constantly evolving industry, with
new equipment, practices, safely requirement and advancements every year.

3. Embrace Automated Reporting System

No construction project manager has the time to reply to hundreds of emails a day – or use the
phone to call and address every questions about budgets and progress. In addition to concentrating
comments and schedules, you can cut down further correspondence by implementing automated
reporting systems.
Construction project management requires the weekly distribution of various spreadsheets and
status reports, and automated delivery tools will save significant time over the span of the build.
This automation will ensure the right reports go to the right person on time, allowing you to focus
on other tasks and communication. Other reporting systems, such as safely and health management,
can prevent hazards, track incidents and streamline worksite analysis when issues do arise.

CHAPTER 20
LIMITATIONS
 Machinery has made the laborer’s work monotonous and irksome.
 Only skilled labors can run successful operations on machines.
 Buying brand new equipment can be very costly and affect
 Many machine's are not considered for long term perspective , some are for short period.
 Training workers to work on the new equipment also adds to the cost, as company has to
invest in both workers and machines.
 Taking care of storage, maintenance and transportation can also prove a challenge.
 Frequent updates can be turned out to be a never-ending and pretty costly process.
 Big factories pollute their surroundings and make them filthy and insanitary.