Cement Brands – Making the Commodity Speak

Indian Cement Review

In the midst of the lockdown and in the backdrop of a brewing controversy about foreign goods in the Indian market, there was a social media post that went viral proclaiming a list of wholly Indian cement companies. One leading manufacturer even released an advertisement declaring its wholly Indian identity. This was even before we heard the slogan exhorting countrymen to “go vocal for local”. Behind this social media trivia was an innocent ploy to enhance image, to differentiate from competitors and to reinforce loyalties among customers, possibly an outcome of a marketing and brand manager at work. Brand managers have been busy in India’s cement industry for a few decades now - discovering and devising new innovative ways to forge new stronger relationships with customers that prom