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Consumer Superbrands- 2nd edition(Main



3:24 PM

Page 162

The Indian cement industry dates back to 1914 when the first unit with a capacity of 1000 tonnes was established in Porbandar. Today, India is ranked second in the world with an installed capacity of nearly 154 million tonnes and turnover estimated at about US$ 4.5 billion (Rs.20,250 crore). While per capita consumption of about 95 kilograms as against a world standard of nearly 260 kilograms appears small the demand drivers are all there. Growth in the housing sector, the establishment of a central road fund for national highways and bridges and increasing rural demand are all expected to push the industry’s growth to more than 10% per year. (Source: About 60 major companies and some 300 mini cement plants form the backbone of the industry. In this scenario ACC stands tall as India’s first name in cement and concrete. ACC has an installed capacity of 20 million tonnes per annum and a market share of 13%. This makes it the highest selling brand in India. The company’s operations are spread throughout the country. Newly reorganised into three regional profit centres, the company operates fourteen modern cement factories, fifteen ready mix concrete plants, a bulk cement handling terminal, nineteen sales units and 54 zonal offices. It has a workforce of 8900 persons. The company’s countrywide supply chain is an enviable marketing and distribution network that comprises 194 warehouses, more than 9,000 dealers and 50,000 retail outlets.

been sought by defence, space launching stations and oil well operations. ACC has received several awards and certificates of merit for achievements in safe mining, pollution control, environment friendly practices, technical excellence and good corporate citizenship. Tree plantations, orchards, a bird sanctuary, water management, reclamation of lands abandoned as mines and quarries are hallmarks of the company’s Green accomplishments. In recognition, three ministries of the Government of India – Power, Environment and Forests, and Science and Technology – have felicitated the company for registering the country’s highest utilisation of fly ash.

The establishment of ACC is an Indian corporate saga that inspired the writing of a whole book. The company was formed in 1936

when ten existing cement manufacturers came together under one umbrella – the country’s first notable merger, at a time when the term mergers and acquisitions was not even coined. The history of ACC spans a wide canvas beginning with the struggle of its pioneer F E Dinshaw and other Indian entrepreneurs of the cement industry. Their efforts to face competition for survival in a small but aggressive market mingled with the stirring of a country’s nationalist pride that touched all walks of life – including trade, commerce and business. The founding companies belonged to four prominent business groups – Tatas, Khataus, Killick Nixon and F E Dinshaw. ACC was formally established on August 1, 1936. Sir Nowroji B Saklatvala was the first chairman. The new company had four managing directors, one from each constituent group. Its first Board included distinguished luminaries of the Indian business world of the time – J R D Tata, Ambalal Sarabhai, Walchand Hirachand, Dharamsey Khatau, Sir Akbar Hydari, Nawab Salar Jung Bahadur and Sir Homy Mody. The elaborate teakwood panelled board room in Cement House, with its enormous teakwood table, bears eloquent testimony to this heritage. Today the company is part of the Holcim group of Switzerland, which is the world leader in cement, concrete and aggregates. ACC changed its name from its original The Associated Cement Companies Limited, to simply ACC Limited on September 1, 2006.

The company manufactures Portland cements for general construction while blended products include fly ash and slagbased cements. Both these varieties of cement are acknowledged for their high quality with special properties that offer durability and resistance to aggressive environments. In addition to conserving valuable mineral resources and reducing waste, the production of these blended cements helps reduce the emission of carbon dioxide. ACC set up India’s first facility for distribution of cement in bulk in 1956, but most cement in India is still sold in bags of 50 kilograms. The company introduced cement in 25 kilograms as also jumbo bags

Iconic structures that stand as testaments to India’s modernisation have used ACC cement. . They include the Bhakra Nangal dam, the Ganga Bridge and Mumbai’s Marine Drive. New age constructions such as the Metro Rail projects in Delhi and Kolkata, and the country’s tallest skyscrapers reflect the engineering excellence of its products and services. ACC cements and products for specialised applications have


Charminar. The company has initiated steps to undertake a massive jatropha and communications packages and efficient channel and distribution management. Brand Values Having enjoyed the status as the leading brand in cement for more than six decades. They help enhance the role of techno-promotion by way of regular interactions with – which offers advice on all aspects of house building. Following the massive earthquake in Gujarat. Bapu Nadkarni. ACC nurtured the Concrete Association of India (CAI). Nilgiri. masons and influencers in demonstrating good construction practices. ACC brands of cement were positioned firmly as premium products through vibrant of one metric tonne. India’s first cement brand. suppliers and associates share a strong bond with the company and a sense of togetherness with all stakeholders. Ramakant Desai. More than 3 million tonnes of waste and fly ash from thermal power plants are recycled each year in this way. Polly Umrigar. The brand is preferred because it offers customers an assurance of top quality that is easily demonstrated through long lasting structures.askacc. Employees. Cement had traditionally been sold and promoted as a commodity. which are superior to those of ordinary cements. ACC was the first company in India to introduce Ready Mix Concrete on a commercial basis. the company had two cement plants and a regional office in what is now Pakistan. ACC is pioneer in recycling hazardous industrial wastes like slag from steel plants to make blended cements with qualities. It was among the first to employ cricketers – names like Rusy Mody. Many of these youth are now gainfully employed. more earthquake resistant structures. Ganapati. A staunch practitioner of sustainable development. The company has opened ACC help SUPERBRANDS 163 . Employees were allowed to choose which of the two newly formed nations they wanted to live in. masons and engineers about the correct use of cement and good concrete practices. Anchor. ACC still enjoys the highest market share of blended cements in the country. a unique agency set up to promote the use of cement as a strong and viable building material. the name ACC is synonymous with and almost generic to the cement category. The fruit and seeds of these trees serve as replacement fuel. www.acclimited. The Indian Concrete Journal. These plantations can supply biomass equivalent to about 50. engineers. But more than its products. castor tree plantation scheme in which 10 million trees will be planted in phases in ACC factories. Flag. Madhav Mantri. It is designed to be simple yet more colourful and vibrant and aimed to convey a more dynamic and contemporary look. more than half the Indian test cricket team were ACC employees. Large construction projects that are mechanised and use modern handling methods now have the option to get cement delivered in bulk tankers – a welcome innovation from the conventional and timeconsuming bag distribution system. ACC has championed the cause of national sports. Recent Developments A large team of qualified civil engineers now heads customer service cells in all our Sales Units. ACC broke out of this mould using innovative marketing practices of brand building and techno-promotion to help develop demand for blended cements. Promotion In the initial stages of its operations. such as ACC Concrete are also associated with the same qualities of proven expertise.Consumer Superbrands. Dilip Sardesai. is still published by ACC. The impact of this was powerful. Castle.These will include a laboratory for testing and advanced research on HIV/AIDS and be operated as world-class facilities for the benefit of patients from the general public. ACC is promoting the use of alternate fuel and raw materials by offering innovative waste management solutions to other manufacturers. The company is setting up two anti retroviral treatment centres for the treatment of HIV/AIDS affected people. The process became a benchmark for the promotion of blended cements.000 tonnes of coal over a period of four years. In the 1960s and 1970s. ACC’s civil engineers trained over 1500 unemployed youth from remote villages in the fundamentals of building stronger. Another customer-focused offering is a website – THINGS YOU DIDN’T KNOW ABOUT ACC When the first Indian expedition reached Antarctica they raised the Indian flag on a pedestal built with special cement developed by ACC that could set under extreme sub-zero conditions. Sun and Swastika. Sunil Gavaskar and Karsan Ghavri. The company has just unveiled a new corporate identity that includes a refurbished new logo. the brand name ACC took over. dealers. The brand promise is essentially of a strong. This was the first formal training effort of its kind for masons. Special arrangements were made to transport them and their families safely to their place of posting. Other products and services of ACC. When India was partitioned in 1947. the oldest journal of its kind. CAI helped educate customers. Ready Mix Concrete and bulk cement have contributed substantially to the construction industry in enabling sophisticated practices and in the speedy completion of large infrastructure projects in different parts of India. reliable performance and durability. ACC stands out as a brand name that denotes trust and dependability.2nd edition(Main) 11/28/06 3:24 PM Page 163 centres at various locations in the country to provide guidance and expert assistance on correct construction practices to prospective house builders in urban and rural areas. In its move towards consolidation. caring and supportive partner characterised by the integrity and leadership qualities of its people. to other unique ones such as Five Rivers. A transit concrete mixer is now a familiar sight in India’s major cities. Two giants of the Indian engineering arena Holck Larsen and Sumant Moolgaokar started their careers as young engineers in ACC. each of its plants sold cement under different brands – an array of names beginning with BBB. ACC installed pollution control equipment at its cement plants as early as 1966 – long before it became statutory to do so.