52 Market Rise in the awareness of architectural aesthetics among consumers has led white cement to play a fundamental role in a paradigm shift in the consumer buying behaviour, leading to a healthy growth in the otherwise traditionally niche cement industry. Currently, the market sizes of white cement and wall putty are approximately C3,500 crore and C7,500 crore respectively. Both categories are poised to grow at 6-10% per year over the next three years on the back of renewed focus on construction after the pandemic and the government’s Housing for All initiative. The launch of JKCement WhiteMaxX was thus an ‘avantgarde’ work of JK Cement Limited, who envisioned this market change more than four decades ago. A product with dual vir tues of strength and aesthetics then became the unanimous choice for consumers. Its industrial application in manufacturing of white cement based wall putty, tile adhesives and primers, also paved a way for more innovative products in the market. Since, the launch of JKCement WhiteMaxX (formerly known as JK White Cement), the company has continuously innovated and launched niche products in the market.The introduction of white cement based skim coat, JKCement WallMaxX (formerly known as JK Wall Putty) is a testimony to the innovative streak of the brand, which is also the biggest success story for the company. Fulfilling the promise of beautiful looking walls, as well as smoothest finish and higher durability, JKCement WallMaxX has significantly replaced the use of acrylic putty in India with white cement based wall putty. Achievements Beating all the myths around white cement as a commodity, JKCement educated the customers on the role of aesthetics in modern construction. With highest quality of products in the market, JKCement witnessed an exponential growth and earned several accolades and laurels. JKCement made a big leap from 'medium' to 'large' category and has been recognised as the second fastest growing company in the 4th Indian Cement Review Awards in the year 2021. The company’s manufacturing facilities at Gotan (Rajasthan) and Katni (Madhya Pradesh), have been bestowed with many prestigious awards related to productivity, environment management and research at CII Awards & Summit and Rajasthan Government’s Energy Conservation Award – RECA. Its newly launched putty variant, JKCement LevelMaxX Plus, has been awarded the Innovative Product of the Year at CII Summit 2020. In line with its commitment to nation building, JKCement has contributed in the construction of multiple prestigious projects of the country such as Atal Tunnel (Rohtang, Himachal Pradesh), Statue of Unity (Ahmedabad, Gujarat), Supreme Cour t of India, Ahmedabad Metro, IIT Gandhinagar, Nagpur Metro, AIIMS Nagpur, National Cancer Institute (Nagpur) and so on. History JK Cement Limited is an affiliate of the multi-disciplinary industrial conglomerate, JK Organisation, which was founded by Lala Kamlapat Singhania. Backed by research, JKCement pioneered the introduction of white cement in the country with its flagship white cement unit at Gotan, Rajasthan in 1984.With this first-of-its-kind limestone based cement manufacturing facility in India through dry process, the company not only explored the potential of the product as a home beautification solution, but also turned it into a beacon for the industry to follow by becoming among the first to establish a market for white cement in India. Responding to the increase in demand for the product, the company established its second wall putty unit at Katni, Madhya Pradesh in 2016.Today, JKCement enjoys a national presence and is the leading producer of wall putty in the world. Having established a strong presence in India, JKCement made its first international foray with the setting up of a green-field white cement unit in Fujairah, UAE to cater to the GCC and African markets. It supplies white clinker and white cement to more than 50 countries across the globe. With the commissioning of this plant, JKCement became one of largest producers of white cement in the world with a white cement capacity of 1.20 MnTPA and wall putty capacity of 0.9 MnTPA. In a laudably shor t duration of time, JKCement earned a rock-solid reputation in the market for its world-class products. Product Innovation during changing market dynamics has always been the driving force of the company, which has diversified its product offerings under the MaxX range, to meet the changing consumer needs. This diversification gave rise to an astounding A market existence of over four decades, expertise in serving the dynamic market needs, strengthened by a large channel partner network and backed by a rich legacy of trust, JK Cement Limited is the second largest white cement manufacturer in the world and the world’s leading wall putty producer. Partnering the country’s multi-sectoral infrastructure needs on the strength of its product excellence, customer orientation and technology, JKCement has given back to society with its sustainable development and philanthropic efforts. JKCement consumed of alternate fuel/material in cement manufacturing in FY 2020-21 1.98 MT Superbrands 2022 in.superbrands.com
RkJQdWJsaXNoZXIy MzM4MjU2