Industry Profile

Cement Industry is one of the largest industries of the world and occupies predominant place as
one of the basic industries for development and its employment generation capacity. Cement
ranks next to steel in construction material and so is the basis of all modern construction.

John Smeaton, who is also known as father of civil engineering and credited for
design of many bridges, canals, harbors etc. was the first proclaimed civil engineer and
pioneered the use of hydraulic lime, which led to discovery of modern cement.

The common cement or Portland cement was prepared and Patented by Joseph Aspdin in
1824.

In the later part of 19th century, cement production was taken up by many countries many
decades after the first patent was taken by Aspdin in England.

India entered into the Cement Era in 1914, when the Indian Cement Company Ltd.
started manufacturing Cement in Porbundar in Gujarat.
However, even before that a small cement factory was established in Madras in 1904 by a
company named South India Industrial Ltd.
Indian Cement Company Ltd produced only one type of cement which was designed by the
British standard committee as Artificial Portland Cement. This company marketed its product
in Mumbai, Karachi, Madras and other parts and became a financial success.
At that time India had to import cement from England. The price of the imported cement was
higher. Some other factors such as increase in domestic demand, reduction in supply from abroad
(due to war), availability of Indian Capital, ample raw material, Cheap labour, support of the
government etc. made it a leading industry in India in a short period of time.

In January 1915, a cement unit was started at Katni in Madhya Pradesh

In December 1916, another unit at Lakheri in Rajasthan was started.
During the First World War period, cement production in these three important factories was
taken under control of the government and later the control was lifted once the war was over.
After the war, 6 more units were launched in India.
In 1924, Indias cement production was 267000 tons. However, initially this increased
production could not reduce the imports and the industry suffered a rate war. This led to closure
of many indigenous units. The Indian companies which were away from ports or commercial
centers faced the locational disadvantage.
The above incidents led to the industry stakeholder approach to the government for some kind of
protection. The British government constituted a Tariff board and this board recommended
protection of the indigenous industry against the dumping of the imported cement. It
recommended raising of the customs duty to 41% which was around 15% at that time, but this
recommendation was not accepted by the government.

In 1925, first association of the cement manufacturers was formed as Cement

Manufacturers Association.

It was followed by Concrete Association of India in 1927.

In 1930 Cement Marketing Company of India was started and this was followed by a
quota system on the basis of installed capacity of the factories.

In 1936, all the cement companies except one i.e. Sonevalley Portland Cement Company
agreed and formed Associated Cement Companies Ltd. (ACC). This was the most important
even in the history of cement industry in India. Many more companies were established in the
following years.

Before partition India had 24 factories, out of which India retained 19 factories, which
annual production of 2.1 million tons. Pakistan faced a problem at the supply side as it had
problem of disposal of the cement produced and India faced a problem in demand side as
production fell to 2.1 million tons from 2.7 million tons.

After Independence, the partition of the country had a bad impact on the cement industry.

In 1948, the government adopted the Cement Expansion Scheme which envisaged new
factories to increase the production. New factories were established at Bagalkot , Jaipur, Orissa,
Travancore etc.

In 1950-51, there were 22 operating units with an installed capacity of 3.3 million tons.
Cement industry was given a great importance in all the initial five year plans. The target
of the first five year plan was to raise the installed capacity to 5.4 million tons which was
achieved. The industry has grown to manifold since then.
Industry is one of the largest industries of the world and occupies predominant place as one of
the basic industries for development and its employment generation capacity. Cement ranks next
to steel in construction material and so is the basis of all modern construction.

John Smeaton, who is also known as father of civil engineering and credited for
design of many bridges, canals, harbors etc. was the first proclaimed civil engineerand
pioneered the use of hydraulic lime, which led to discovery of modern cement.

The common cement or Portland cement was prepared and Patented by Joseph Aspdin in
1824.

In the later part of 19th century, cement production was taken up by many countries many
decades after the first patent was taken by Aspdin in England.

India entered into the Cement Era in 1914, when the Indian Cement Company Ltd.
started manufacturing Cement in Porbundar in Gujarat.

However, even before that a small cement factory was established in Madras in 1904 by a
company named South India Industrial Ltd.

Indian Cement Company Ltd produced only one type of cement which was designed by the
British standard committee as Artificial Portland Cement. This company marketed its product
in Mumbai, Karachi, Madras and other parts and became a financial success.
At that time India had to import cement from England. The price of the imported cement was
higher. Some other factors such as increase in domestic demand, reduction in supply from abroad
(due to war), availability of Indian Capital, ample raw material, Cheap labour, support of the
government etc. made it a leading industry in India in a short period of time.

In January 1915, a cement unit was started at Katni in Madhya Pradesh

In December 1916, another unit at Lakheri in Rajasthan was started.

During the First World War period, cement production in these three important factories was
taken under control of the government and later the control was lifted once the war was over.
After the war, 6 more units were launched in India.
In 1924, Indias cement production was 267000 tons. However, initially this increased
production could not reduce the imports and the industry suffered a rate war. This led to closure
of many indigenous units. The Indian companies which were away from ports or commercial
centers faced the locational disadvantage.
The above incidents led to the industry stakeholder approach to the government for some kind of
protection. The British government constituted a Tariff board and this board recommended
protection of the indigenous industry against the dumping of the imported cement. It
recommended raising of the customs duty to 41% which was around 15% at that time, but this
recommendation was not accepted by the government.

In 1925, first association of the cement manufacturers was formed as Cement

Manufacturers Association.

It was followed by Concrete Association of India in 1927.

In 1930 Cement Marketing Company of India was started and this was followed by a
quota system on the basis of installed capacity of the factories.

In 1936, all the cement companies except one i.e. Sonevalley Portland Cement Company
agreed and formed Associated Cement Companies Ltd. (ACC). This was the most
important even in the history of cement industry in India. Many more companies were
established in the following years.

Before partition India had 24 factories, out of which India retained 19 factories, which
annual production of 2.1 million tons. Pakistan faced a problem at the supply side as it

had problem of disposal of the cement produced and India faced a problem in demand
side as production fell to 2.1 million tons from 2.7 million tons.

After Independence, the partition of the country had a bad impact on the cement industry.

In 1948, the government adopted the Cement Expansion Scheme which envisaged new
factories to increase the production. New factories were established at Bagalkot, Jaipur,
Orissa, Travancore etc.

In 1950-51, there were 22 operating units with an installed capacity of 3.3 million tons.

Cement industry was given a great importance in all the initial five year plans. The target
of the first five year plan was to raise the installed capacity to 5.4 million tons which was
achieved. The industry has grown to manifold since then.

16th century

Romans was the first to use cement

1760

John smeaton was first to develop best

1824

composition of hydraulic cement.

Joseph Aspdin was granted a patent for
Portland cement

1904

First cement factory was started in Chennai

1914

Manufacture of Portland cement on large scale

started by Indian cement co.ltd.

1924

10cement

factories

in

India

with

total

production of 5.81lakh tones per annum

1036

Incorporation of The Associated cement

companies limited on Aug 1,1936

1939

17 factories in India with total capacity of

26.15 lakhs tones pa

1947

After partition 10 factories remained in India

of total capacity 21.15lakh tones

Company profile
Introduction of ACC Limited
ACC Limited is Indias foremost cement manufacturer with a countrywide network of
factories and marketing offices. Established in 1936, ACC has been a pioneer and trendsetter in cement and concrete technology. Among the first companies in India to include
commitment to environment protection as a corporate objective, ACC has won accolades
for environment friendly measures taken at its plants and mines, and has also been
felicitated for its acts of good corporate citizenship. ACC is the most preferred cement
brand name in India. ACC is now part of the worldwide Holcim Group.

F. E. Dinshaw the founder of ACC

CORPORATE PROFILE
ACC (ACC Limited) is India's foremost manufacturer of cement and concrete. ACC's
operations are spread throughout the country with 16 modern cement factories, more than
40 Ready mix concrete plants, 21 sales offices, and several zonal offices. It has a
workforce of about 9,000 persons and a countrywide distribution network of over 9,000
dealers.

Since inception in 1936, the company has been a trendsetter and important benchmark for
the cement industry in many areas of cement and concrete technology. ACC has a unique
track record of innovative research, product development and specialized consultancy
services. The company's various manufacturing units are backed by a central technology
support services centre - the only one of its kind in the Indian cement industry.
ACC has rich experience in mining, being the largest user of limestone. As the largest
cement producer in India, it is one of the biggest customers of the domestic coal industry,
of Indian Railways, and a considerable user of the countrys road transport network
services for inward and outward movement of materials and products.
Among the first companies in India to include commitment to environmental protection
as one of its corporate objectives, the company installed sophisticated pollution control
equipment as far back as 1966, long before pollution control laws came into existence.
Today each of its cement plants has state-of-the art pollution control equipment and
device.
Vision of ACC
To be one of the most respected companies in India; recognized for challenging
conventions and delivering on our promises.
Mission of ACC
Leadership
Maintain our leadership of the Indian cement industry through the continuous
modernization and expansion of our manufacturing facilities and activities, and through
the establishment of a wide and efficient marketing network.
Quality
Maintain the high quality of our products and services and ensure their supply at fair prices.

McKinsey Model
Consultants at McKinsey & Company developed the 7S model in the late 1970s to help managers
address the difficulties of organizational change. The model shows that organizational immune
systems and the many interconnected variables involved make change complex, and that an
effective change effort must address many of these issues simultaneously.
The Seven-Ss is a framework for analyzing organizations and their effectiveness. It looks at the
seven key elements that make the organizations successful, or not: strategy; structure; systems;
style; skills; staff; and shared values.

Structure

Strategy

Systems
Shared
Values

Skills

Style

Staf

1. Shared Values
Shared values are commonly held beliefs, mindsets, and assumptions that shape how an
organization behaves its corporate culture. Shared values are what engender trust. They are an
interconnecting center of the 7Ss model. Values are the identity by which a company is known
throughout its business areas, what the organization stands for and what it believes in, it central
beliefs and attitudes. These values must be explicitly stated as both corporate objectives and
individual values.

2. Structure
Structure is the organizational chart and associated information that shows who reports to whom
and how tasks are both divided up and integrated. In other words, structures describe the
hierarchy of authority and accountability in an organization, the way the organization's units
relate to each other: centralized, functional divisions (top-down); decentralized (the trend in
larger organizations); matrix, network, holding, etc. These relationships are frequently
diagrammed in organizational charts. Most organizations use some mix of structures pyramidal,
matrix or networked ones to accomplish their goals.
3. Strategy
Strategy are plans an organization formulates to reach identified goals, and a set of decisions and
actions aimed at gaining a sustainable advantage over the competition.
4. Systems
Systems define the flow of activities involved in the daily operation of business, including its
core processes and its support systems. They refer to the procedures, processes and routines that
are used to manage the organization and characterize how important work is to be done. Systems
include:

Business System

Business Process Management System (BPMS)

Management information system

Innovation system
Performance management system
Financial system / capital allocation system
Compensation system / reward system
Customer satisfaction monitoring system

5. Style
"Style" refers to the cultural style of the organization, how key managers behave in achieving the
organization's goals, how managers collectively spend their time and attention, and how they use
symbolic behavior. How management acts is more important that what management says.
6. Staff
"Staff" refers to the number and types of personnel within the organization and how companies
develop employees and shape basic values.
7. Skills
"Skills" refer to the dominant distinctive capabilities and competencies of the personnel or of the
organization as a whole.

Shared values of ACC cement

Strength

Building strong and lasting relationships. Conducting everyday operations internally in

true team spirit. Acting responsibly with integrity and demonstrating strength of
character.
Performance

Delivering on our promises to each other and to our stakeholders. Always ensuring
excellence. Working together and striving to delight customers with best solutions.
Passion
Caring, being dedicated, committed and passionate about everything we do.

Organization structure
ACCs organization structure was revised in 2006. Added thrust was given to sustainable
development with the creation of separate cells at the corporate office and plants to
coordinate activities relating to waste management, alternate fuels and raw materials,
corporate social responsibility and occupational health and safety. All these were placed
under the supervision of the Managing Director.

Business strategies of ACC

Market Share: Maintain leadership position in industry

Competitiveness: Leadership in quality, services and cost efficiency
Organization: Accountable, responsive and motivated
Corporate Citizenship: Create Safe Place to Work, become employer of choice, reputed
corporate entity, leadership in sustainable development, enhance community living
standards, continual improvement in environment and performance.

Product profile
The company manufactures Portland cement for general construction while its blended
products, acknowledged for outstanding durability, include fly ash and slag-based
cements. Both these varieties of cement offer high quality and special properties that defy
the harshest environments. In addition to conserving valuable mineral resources and
reducing waste, these blended cements also help cut down the emission of carbon dioxide
and assist in checking global warming. ACC is sensitive to consumer needs. When the
company realized that large construction activities would require large amounts of
cement it set up the countrys first facility for distribution of cement in bulk, as far back
as 1956. To meet the needs of other consumers it introduced cement in small 25 kilogram
bags as also jumbo bags of 1MT.
Today, of course, mechanized mega construction projects receive cement from ACC
delivered in bulk tankers a welcome change from the conventional cement bag. ACC
was also the first company in India to introduce Ready Mix Concrete on a commercial
basis. A transit concrete mixer is now a familiar sight in Indias major cities. Ready Mix
Concrete and Bulk Cement have enabled the construction industry to introduce
sophisticated practices for the speedy completion of large infrastructure projects.

ACC is mainly engaged in the production of the following products

ORDINARY PORTLAND CEMENT

BLENDED CEMENT
PORTLAND SLAG CEMENT

ORDINARY PORTLAND CEMENT

1. 43 Grade Cement (OPC 43 grade)

ACC cement is the most commonly used cement in all constructions including plain and
reinforced cement concrete brick and stone Masonry, floors and plastering. It is also used
in the finishing of all types of buildings, bridges, culverts, roads, water retaining
structures etc.
2. 53 Grade Cement
This is an Ordinary Portland cement which surpasses the requirement of IS:12269-53
Grade. It is produced from high quality clinker ground with high purity gypsum. Its 53
Grade OPC provides high strength and durability to structure and balanced phase
composition. It is available in specially designed 50 kg bags. It surpasses BIS
specifications (IS 81121989 for 43 Grade OPC) on compressive strength levels.

BLENDED CEMENT

1. Fly-ash based Portland Pozzolana Cement

This is special blended cement, produced by inter-grinding higher strength ordinary
Portland cement clinker with high quality processed fly-ash based on norms set by the
companys R&D division. This unique, value-added product has hydraulic binding
properties not found in ordinary cements. It is available in specially designed 50-kg bags.
ACC Fly-ash based PPC is made by intergrading high strength clinker with specially
processed fly ash. This imparts a greater degree of fineness to ACC Fly-ash based PPC
Cement, improved workability properties while mixing, and makes concrete more
corrosion resistant and impermeable. All of this makes for better long-term strength and
improved corrosion resistance and therefore, greater life for your constructions.ACC Flyash based PPC is an eco-friendly cement.
In concrete made from ordinary cements, moisture reacts with calcium bicarbonate,
which leaches out of the concrete, leaving pores that reduce its strength. ACC Fly-ash
based PPC has ingredients which react with calcium hydroxide to form CSH get, to
provide additional strength, which actually makes the concrete grow in strength over the

years. It also produces less heat of hydration and offers greater resistance to the attack of
aggressive water than normal Portland cement.
ACC Fly-ash based PPC easily replaced OPC and provides additional advantages for
practically all types of construction application-commercial, residential, bungalows,
complexes, foundation, columns, beams, slabs and RCC jobs. It is especially
recommended for mass concreting work, and where soil conditions and the prevailing
environment take heavy toll of constructions made with ordinary cements.
Due to its inherent characteristics, ACC Fly-ash based PPC makes very corrosion
resistant concrete that is superior to concrete made with OPC. It is more impermeable to
Oxygen, CO2, chlorides etc. Leaching of alkalis is reduced and the alkaline environment
around steel is maintained.
ACC Cement is marketed in specially designed 50 kg. bags.
PORTLAND SLAG CEMENT

This is slag-based blended cement that imparts strength and durability to all structures. It
is manufactured by blending and inter-grinding OPC clinker and granulated slag in
suitable proportions as per our norms of consistent quality. PSC has many superior
performance characteristics which give it certain extra advantages when compared to
ordinary Portland cement. It is available in specially designed 50-kg bags.
ACC'S ECO-FRIENDLY CEMENT IN ONE YEAR

Cement major ACC is likely to launch in the next one year environment-friendly cement
that will emit less carbon dioxide (CO2) while being produced.
The new environment-friendly cement will emit 400-450 kg of CO2 per tons at the time
of burning limestone during its production, while the same is about 900 kg in the case of
conventional cement.
According to sources in the know of the development, ACCs R&D division at Thane has
been working on this for the last one year and is now carrying out pilot production.
The development is almost complete and ACC is now doing the pilot testing. It will take
about another one year to commercially launch the product as pricing, branding and some
other issues have not been decided yet, a source said.
The new product will cost more than the ordinary cement, sources said.
The company is yet to decide whether the final product will be marketed by the group
firm or Ambuja Cement which shares the R&D centre at Thane.

As per the plan, the company will introduce the product in a few areas initially. Later, it
will expand distribution of the new cement across India based on customer feedback.
The new product is being developed by using lesser limestone. The quality remains
same as some additives are used during the production process, besides improvement in
grinding techniques, another source said.
Cement production has always remained a concern for global warming due to the high
energy requirements and the release of significant amounts of CO2. Besides, ACC has
embarked upon an ambitious project for substituting five per cent of its annual coal
requirement of about five million tons over the next three years with waste generated by
cities and industries. It has already replaced two per cent of its coal requirement with all
types of wastes.
The company, which saved Rs 47 core last year on fossil fuels, aims to save Rs 60 crore
in 2011 by burning waste, primarily plastics, at its plants.
Global cement major Holcim-controlled ACC has an installed production capacity of 30
million tons per annum in India. Apart from waste management, the company has also
undertaken a drive to plant jatropha and castor trees in and around its mines, plants,
townships and waste land. As of 2010, it had planted two million saplings out of its target
of five million trees.

SUBSIDIARIES AND ASSOCIATES

1. ACC Concrete Limited
ACC set up India's first commercial Ready Mix Concrete (RMX) plant in Mumbai in
1994 which together with the promotion of bulk cement has played a key role in
redefining the pace and quality of construction activity in our large cities and mega
infrastructure projects.
The Ready Mix Concrete business of ACC was reorganized as a separate wholly owned
subsidiary which was incorporated as ACC Concrete Limited with headquarters in
Mumbai. Today this company is one of the largest manufacturers of Ready Mix Concrete
in India with a countrywide network of over 30 plants, with modern equipment and a
large fleet of transit mixers.
2. ACC Mineral Resources Limited
ACC's wholly owned subsidiary, The Cement Marketing Company of India Limited, was
renamed as ACC Mineral Resources Limited (AMRL) in May 2009 with an objective of
securing valuable mineral resources, such as coal for captive use. ACC Mineral

Resources Limited has already entered into Joint Venture arrangements for prospecting,
exploration and mining coal from the coal blocks in Madhya Pradesh and West Bengal.
The company is also exploring other opportunities for securing additional coal and
gypsum resources in India and abroad.
3. Bulk Cement Corporation (India) Limited
Situated at Kalamboli, in Navi Mumbai (formerly New Bombay), this company caters to
bulk cement requirements of the city of Mumbai and its environs. It has two cement
storage silos with a capacity of 5,000 tons each. The plant receives cement in bulk from
ACC plants at Wadi. The plant has its own special purpose railway wagons and rakes and
its own railway siding. The first of its kind in India, BCCI is equipped with all the
facilities required by increasingly sophisticated construction sites in a bustling
metropolis, including a laboratory, a fleet of specialized trucks and site silos for the
convenience of customers and is capable of offering loose cement in bulk-tanker vehicles
as well as packed cement in bags of varying sizes from 1 tone down to 25 kg bags. BCCI
is situated strategically on the outskirts of Mumbai, just off the new Mumbai-Pune
Expressway. It is a landmark structure spread over 30 acres of land
4. Lucky Minmat
ACC acquired 100 per cent of the equity of Lucky Minmat Private Limited. This
company holds limestone mines in the Sikar district of Rajasthan, and helps supplement
limestone supply to the Lakheri Plant.
5. National Limestone Company Private Limited
National Limestone Company Private Limited is a wholly owned subsidiary. The
company is engaged in the business of mining and sale of limestone. It holds mining
leases for limestone in the state of Rajasthan.
6. Encore Cements & Additives Private Limited
ACC acquired 100 percent of the financial equity of this company which is a slag
grinding plant in Vishakhapatnam in coastal Andhra Pradesh. This company became a
wholly-owned subsidiary of ACC in January 2010.

CEMENT PLANTS OF ACC LIMITED

Here is a list of our cement plants, showing Plant-wise capacity

PLANTS

Bargarh

PLANTS CAPACITY (MTPA)

1.20

Chaibasa
Chanda
Damodhar
Gagal
Jamul
Kymore
Kudithini
Lakheri
Madukkarai
Sindri
Wadi
New Wadi Plant
Thondebhavi
Tikaria

0.87
1.00
0.53
4.40
1.58
2.20
1.10
1.50
1.18
0.91
2.59
3.20
1.60
2.31

ACC - MILESTONES
1936 Incorporation of The Associated Cement Companies Limited on August 1,
1937 With the transfer of the 10th company to ACC, viz. Dewarkhand Cement Company, the
formation of ACC is complete on October 23, 1937.
1944 ACCs first community development venture near Bombay
1947 Indias first entirely indigenous cement plant established at Chaibasa in Bihar
1952 Village Welfare Scheme launched
1955 Sindri cement works used the waste product calcium carbonate sludge from fertilizer
factory at Sindri.
1956 Bulk Cement Depot established at Okhla, Delhi
1957 Technical training institute established at Kymore, Madhya Pradesh.
1961 Manufacture of Accocid Cement, which resists the corrosive action of acids and chemicals.
1962 Manufacture of Accoproof, a waterproofing additive.
1965 ACCs Central Research Station (CRS) established at Thane.

1968 ACC supplied and commissioned one-million-ton iron ore pelletising plant ordered by
TISCO
1971 Manufacture of Why heat Castables A, K, C and Cal-Al-75
1973 Take-over of The Cement Marketing Company of India (CMI)
1977 ACC receives ASSOCHAM first national award for the year 1976 instituted for
outstanding performance in promoting rural and agricultural development activities.
1978 Introduction of the energy efficient precalcinator technology for the first time in India. Full
scale commercial production based on MFC technology at Wadi in 1979.
1979 ACC wins international contract for operation and management of a new one million tonne
cement plant at Yanbu-Ras Biridi in Saudi Arabia.
1982 Commissioning of the first 1 MTPA plant in the country at Wadi, Karnataka.
1984 ACC achieves a breakthrough in import substitution by developing and supplying a special
G type of oil well cement to ONGC.
1987 ACC develops a new binder for use at sub-zero temperatures, which is successfully used in
the Indian expedition to Antarctica.
1992 Incorporation of Bulk Cement Corporation of India, a joint venture with the Government
of India.
1993 ACC starts the commercial manufacture of Ready Mixed Concrete at Mumbai.
1995 ACC selected as Most Respected Company in India by Business India.
1998 Commissioning of the 0.6 MTPA cement grinding unit at Tikaria, Uttar Pradesh.
1999 Commissioning of captive power plants at the Jamul and Kymore plants in Madhya
Pradesh.
2000 Tata Group sells their remaining stake in ACC to the GACL group, who with 14.45% now
emerge as the single largest shareholder of ACC.
2001 Commissioning of the new plant of 2.6 MTPA capacity at Wadi, Karnataka plant, the
largest in the country, and among the largest sized kilns in the world.
2002 ACC wins PHDCCI Good Corporate Citizen Award
2003 IDCOL Cement Ltd becomes a subsidiary of ACC
2004 IDCOL Cement Limited is renamed as Bargarh Cement Limited (BCL).

2005 Financial accounting year of the company changed to calendar year January-December.
2006 ACC announces new Workplace policy for HIV/AIDS
2007 Sumant Moolgaokar Technical Institute completes 50 years and reopens with new
curriculum
2008 Ready mixed concrete business hived off to a new subsidiary called ACC Concrete
Limited.
2009 ACC is allotted coal blocks in Madhya Pradesh and West Bengal.
2010 ACC enters its platinum jubilee year - the first company in the cement industry to achieve
this status.
2011 Central Control Room Building at ACC Chanda Plant, Maharashtra set up as a Green
building, the first of its kind in an industrial environment.

SWOT ANALYSIS OF ACC CEMENT

STRENGTHS
1.
It is having a good image and brand loyalty among consumers.
2.
Service is good
3.
Due to its good quality people ask for ACC
4.
They have same price prevailing for wholesale at dealers/stockiest retailers end.
WEAKNESS
1.
The competitors are doing much promotional activity rather than ACC Limited thats why
it facing more problems in selling of product in the market.
2.
Lack of awareness program for consumers.
OPPORTUNITIES
1.
Rapid growth is taking place in Bihar and Madhya Pradesh.
2.
People are opting for more stable structures and intensive use of cement is taking place,
even government is spending heavily on infrastructure projects. Thus, this is the right time
to fully tap these markets.
3.
As Indian core industry is also growing at rate of nearly 10% pa, it is having a good
future.
4.
Foreign direct investment in infrastructure sector going to increase in coming years,
which will increase the demand of cement.

5.

Roads are undergoing through the transformation process through which the traditional
method of road building will be replaced by modern concrete roads.
THREATS:
1.
Large number of players in cement industry makes it more competitive for ACC to
carefully price its product and at the same time satisfy its dealers and customers.
2.
Players such as Jaypee Cement, Prism Cement, and Birla Samrat are eating up
considerable market share.
3.
Due to Indias exponential growth many new international cement companies are
expected in coming years which will bring a tide of change and can start price war.
4.
The emergence of small players in this market may increase the competition and start the
malpractices, and heavy discounts to retailers. They can also influence many retailers by
giving better profit margin, and other Benefits.