After asset buying, Indian cement companies shift focus to marketing

The country's annual cement production capacity was nearly 455 million tonnes (mt) as of 2017-18

Over the past the years, the Indian cement industry has seen its biggest ever acquisition, impact of two global majors joining hands and entry of a detergent maker into this segment. The result is a churn in ownership of assets and in managerial expertise.

Industry experts say this means the focus is now on marketing. “It is absolutely clear that most of the top appointments in the past few years were made while keeping marketing expertise in mind,” said an official who was earlier associated with a cement maker.

On September 20, Nuvoco Vista Corp announced the appointment of Jayakumar