Summer Training Project Report

On
“Comprehensive study of J.K White Cement”

A report submitted to Ishan Institute of Management & Technology, Greater Noida in

the partial fulfillment of full time Post Graduate Diploma in International Business.

Submitted To: Submitted By:

Dr. D.K Garg, Rohit Gupta
Chairman, ENR NO: - IBR-4023
Ishan Institute of BATCH- 15th
Management & Technology, PGDIB
Greater Noida

Ishan Institute of Management & Technology

2, Knowledge Park-1, Greater Noida, Dist.- G. B. Nagar (U.P.)
Website: www.ishanfamily.com, E-mail: student@ishanfamily.com
 PREFACE

Till up to late 80’s cement companies were engrossed, in measures to increase capacity utilization of their
plants at the lowest possible cost. Their managers used to solely on achieving high production efficiency.
This was because of the wide gap that existed between demand and supply of cement. The government
announced various schemes and concessions to the otherwise controlled industries in phases and at various
point of time. This triggered off a remarkable about of investment on the part of entrepreneurs including
large professional houses; some of them were entering in the foray of cement production.

Towards the end of 80’s as a result of heavy investment, production of cement was at its
peak with supply outstripping demand. The cement manufacturing association made serious efforts to find
ways to increase cement consumption. It submitted various proposals to the government to the export of
cement and its uses in building concrete roads, canal lining and other tech-economic sectors. Companies
also shifted their attention from output to quality, performance distribution, packaging and other marketing
activities.
 CERTIFICATE

This is to certify that the project work done on “Comprehensive study of J.K white cement” submitted to
Ishan Institute of Management & Technology, Greater Noida by Rohit Gupta in partial fulfillment of the
requirement for the award of degree of PG Diploma in International Business is a bonafide work carried
out by him under my supervision and guidance. This work has not been submitted anywhere else for any
other degree/diploma. The original work was carried during for any other degree/diploma. The original
work was carried during 05-05-2010 to 05-07-2010 in J.K White cement.

Date: Seal/Stamp Mr. Rajesh Sharma

Deptt. Of HRD
J.K White cement Kanpur
 INTRODUCTION
The crux of the success of any company lies in between of growth and sales. I undertook my summer
training as a mandatory part of the curriculum of my Post Graduate Diploma in international Business
(P.G.D.IB) course. The summer training was done in a reputed company J.K. White Cement, Kanpur.

The duration of the project was 05/05/010 to 05/07/10. This project is proved to be extremely fruitful under
the expert guidance of my project guide. It gave me vast exposure to the marketing scenario. The report
herewith deals with the topic “Comprehensive study of J.K white cement”.

It is concerned with identifying the potential of J.K. White Cement in the Kanpur market, the various
findings of the survey among retailers in Kanpur, which includes studying their perception and preferences
for different brands of white cement.
 ACKNOWLEDGEMENT

Prior to present anything about the project I want to express my sincere gratitude to all those scholars who
have contributed in making it success.

I would like to express my deep gratitude to Mr. Rajesh Sharma, Dy. HRD for giving me honour to work
with this esteem organization.

I am highly indebted to my project guide Mr. Shrikant Mishra, A.S.M. and Mr. Anurag Chudhery, M.E
in JK white cement in Kanpur for leaving no stone unturned in providing each and every detail, which I
need throughout the project and also provide me such an assignment which enhance my knowledge in the
field of the marketing management and he provide me opportunity to learn some technical knowledge as
well as practical knowledge of marketing. Under the training I was felling very comfortable like a team
member, I have got full support from all marketing team member.

Last but not the least I am also grateful to Mr.M.M khan (Adv. HRD) for providing me the facility for
carrying out this task their company.
It will be matter of pleasure for me if the readers will draw useful conclusion from the report.

DATE Rohit Gupta

July 2, 2010
 DECLARATION
The summer training project on “Comprehensive study of J.K white cement ” under the guidance
of Mr. Anurag Chaudhary M.E in JK white cement Kanpur is the original work done by me. This is the
property of the institute & use of this report without prior permission of the institute will be considerable
illegal & actionable.

Date:-
Rohit Gupta
ENRNO: - IBR4023
 CHAPTER 1:- COMPANY PROFILE
INTRODUCTION OF THE COMPANY:- J.K White Cement is the unit of J.K Cement Ltd. The
main founder of J.K Group was Lt. Lala Jughilal Singhania and Lala Kamlapat Singhania in 1920 the plant
of J.K Cement was established in 1984 at Gotan, Rajasthan. J.K. White Cement pioneered the White
Cement industry in India by setting up a state of art plant at Gotan District Nagaur, Rajasthan, the site of
world’s purest Limestone deposits. Shri Y.P. Singhania who is a civil engineer from IIT Kanpur and also a
renowned industrialist of India, keeping view the demand of White Cement taken interest to setup a plant
of White Cement. Plant started production in 1984. Today it is the largest selling and exported White
Cement and completed 25 successful years in the market .J.K. Cement is an affiliate of the J.K.
Organization, which was founded by Lala Kamlapat Singhania. The J.K. Organization is an association of
industrial and commercial companies and has operations in a broad number of industries. The foundation
stone of J.K. Organization was laid by Late Lala Juggi Lal Singhania and his son Late Lala Kamlapat
Singhania in 1920, helping the nation to become power in the world. Shri Padampat Singhania
succeeded in fulfilling the vision and dream of his Grandfather and Father and made J.K. Organization as
the 4th largest private sector conglomerate in India.
The generation that succeeded, fulfilled the same vision and dream to build to build
the enterprise that is J.K. Organization today. Though much has changed in the country and the
organization, the original values have remained. The strength on which the J.K. Organization was founded
is still the driving force and the founder’s vision, its inspiration. Since from their establishment they are
working hard to provide best product to their consumers. At present J.K White is supplied all over the
world, they are producing 3 lakh 50 thousand metric tons J.K White Cement is been certified by ISO 14001
(EMS) and OHSAS 18001 and SA8000.
Today, J. K. Cement Ltd. is one of the largest cement manufacturers in Northern India.
We are also the second largest white cement manufacturer in India by production capacity. While the grey
cement is primarily sold in the northern India market, the white cement enjoys demand in the export
market including countries like South Africa, Nigeria, Singapore, Bahrain, Bangladesh, Sri Lanka, Kenya,
Tanzania, UAE and Nepal.

J.K.ORGANIZATION
J.K. Organization has a vast portfolio which comprises of various units. Following are the names of the
member industries of J.K. Organization.

1. J.K. Synthetics
 Textiles
 White Cement

2. J.K. Industries
 Tyre

3. J.K. Paper
4. J.K. Corporation

Industrial scenario of cement industry:-Growth of Cement Industry is always linked to economic growth
of the country. Cement demand has posted a healthy growth of 11.16% in fiscal 2005-06, which is
substantially higher than 8.57% of the previous fiscal. Industry’s production was also higher. However, this
created a favourable demand supply scenario leading to price increase. Industry experts expect this trend to
continue for at least 2 – 3 years before new capacities announced are implemented. The prices are now at a
level, which support new units to come in. It is a matter of great satisfaction that the present growth in
Cement industry is based on fundamentals of development of infrastructure in the country and growth of
housing sector both in rural and urban India. Government’s relentless efforts in this direction are worth
appreciating. I am very confident that cement industry in India is bound to progress heaps and bounds.
 White cement industry has limited growth possibilities and options both in terms of
production facilities and market opportunities. Product substitutes play a vital role in affecting the demand
of white cement. Growth of white cement industry during 2005-06 fiscal was 3.6% only.

Current scenario of cement industry:- The Grey Cement units are operating at 100% capacity utilization
and impact of better prices would substantially improve the profits of the Company in the current year. The
Grey Cement capacity expansion plan of 0.5 million tonnes has been completed in June ’06 within the
planned cost and time frame. The additional production in the subsequent quarters will further strengthen
the Company’s position in the market and improve the profitability. White Cement capacity expansion
from 0.35 to 0.4 million tonnes is in advanced stage and will be completed in Septemeber’06. As regards
power projects, majority orders have been placed and these projects are expected to meet the timeline.

Current scenario of white cement industry: - The world-wide white cement industry size is about one
percent of grey cement industry and in India it is much less than compared to the grey cement industry size
of about 189 million tonne per annum. Unlike grey cement, the white cement industry in India is highly
concentrated. There are only three manufacturers of white cement in India out of which Tranvancore
Cement is restricted to Kerala, whereas JK White and Birla White, the two largest players are having
national presence and account for a major chunk of India’s production capacity. Consequently, prices of
white cement have been relatively less volatile. The growth of domestic white cement industry was
negligible during 2007-08.Wall putty continued to find increasing acceptance from the end consumers and
recorded significant growth in 2007-08 over 2006-07.

BACKGROUND OF THE COMPANY:- White cement industry is quite old in India in 1956.
Travencore Cement Limited (TCL), a Kerla state government undertaking, started production of white
cement in India. The production unit was at Kottayam in Kerla. The installed capacity of the unit was
51,000 Mt/Year and the white cement was made out of seashells.
At the same time ACC also started production of White Cement. They
had two units one at Kymore in Madya Pradesh and other at Porbander in Gujarat. The installed capacities
of the units were 25,000 Mt/Year and 35,000 Mt/Year respectively. The brand name was Silver Crete. The
White Cement of ACC was not pure white due to the Wet Process technology used by them. Thereafter in
1984, the famous business group J.K. entered into the foray of White Cement production. Their production
unit was imported from world leaders in cement F.L. Smidth & Company Denmark. The installed
capacity of unit was 80,000 Mt/Year which has increased to 3, 00,000 Mt/Year. The brand name of J.K.
White Cement is Camel Brand.
In 1988, another big business house entered into production that was
Birla Group. Birla White was the initial name of this White Cement by the company. In between, some
other companies also entered in to the production of White Cement Nihon Nimam Limited was one of
them. They installed the unit at Gotan (Rajasthan) capacity being 2,50,000 Mt/Year and they had
collaboration with Nihon Japan. Subsequently at Porbander in Gujarat, Himalaya Cement Company with
Brand name Hansa also entered into market. One of the big dealers of ACC, Raghawjee of Karnataka also
entered into the production. This lead to a boom in the White Cement market. Around 1986 ACC Cement
was shut down as its demand in the market was reducing as “Wet Process Technology” they used was
unable to maintain the appropriate standard of whiteness. Along with it other companies like Nihon and
Himalaya were also closed due to same or other reasons. Now there is Oligopoly in White Cement Market.
Market is consisting of only two big players-: J.K. & Birla.

Milestones in JK white cement:- company is completed 25 successful year of their operation. Some of
the successful year in which company create millstone is given below:-

Year 1975:-Commencement of operations – Nimbahera facility comes into being with initial capacity of
0.30 MTPA.

Year 1979:-Capacity expansion at Nimbahera, capacity more than doubled from 0.30 MTPA to 0.72
MTPA by adding a second line.
Year 1982:- Third production line added at Nimbahera, with increase in capacity from 0.72 MTPA to 1.14
MTPA.

Year 1984:- Commencement of lime-based white cement plant at Gotan, with a capacity of 0.05 MTPA.

Year 1987:- Installation of captive thermal power plant at Bamania.

Year 1988:- A pre-calciner installed at Nimbahera, capacity enhanced to 1.54 MTPA.

Year 1990:- The “Architect of the Year” award instituted.

Year 1994:- The “Regional Training Centre “for Northern India, established at the Nimbahera plant with
aid from the World Bank and the Danish International Development Agency, commenced service.

Year 2001:- Establishment of a new Grey Cement plant with a capacity of 0.75 MTPA at Mangrol.

Year 2004:- Capacity at Nimbahera expanded to 2.8 MTPA

Year 2006:- This year a very successful year for the J.k organization. In this year company crated several
milestones.
 Capacity of White Cement at Gotan enhanced to 0.35 million tonnes
 Public issue 20 million Equity Shares of Rs. 10/- each at a price of Rs.148/- per share, following the
book-building route
 Grey Cement capacity at Nimbahera increased to 4 million tonnes
 Jaykaycem Ltd. became a wholly owned subsidiary of the Company and acquired land to set up a
Greenfield Grey Cement plant at Mudhol, Karnataka

Year 2007:- Acquired assets of M/s. Nihon Nirmaan Ltd. to produce an expected 0.50 million tones of
Grey Cement and Capacity of white cement at Gotan enhanced to 0.40 million tones.

31st March, 2008:-Production and sales of grey cement touched an all-time high of 3.77 million tonnes
and 3.76 million tonnes, respectively, during the year. Further, production of Putty (a value added product
of white cement) increased by 39%.

HEAD OFFICE AND BRANCH OFFICE OF THE COMPANY: - J.K. White Cement is a
division of J.K. Synthetics Limited, a 870 corer Rs. company which is a leading company of India. J.K.
White Cement works has its Head Office (HO) at Kamla Tower, Kanpur. They have segmented their
marketing area in to four Zones. Mr. Yadupati Singhania is the Managing Director (MD) of J.K. White
Cement Works. Earlier all marketing activities were carried out from the company’s Head Office located at
Kamla Tower, Kanpur but now a days they have shifted their marketing activities to Delhi and being
controlled by President (Marketing), Mr. V.P.Singh from Delhi.
Copenhagen in Denmark is Home Of F.L. Smith & Company world leader in white
cement. In its long and distinguishing history only one has F.L. Smith parted with the original planet that
produces the perfect white cement with dry process. And its technical head office in the Ashok Nagar,
Udainagar, Rajasthan. And branch offices of the company are spread all over the India.

AREA OF BUSINESS OF THE COMPANY:- India is the world’s second largest cement
producing country after China. The industry is characterized by a high degree of fragmentation that has
created intense competitive pressure on price realizations. Spread across the length and breadth of the
country, there are 120 large plants belonging to 56 companies with an installed capacity of around 135mn
tons as on March 2002.Basically J.K White cement deals in the production of white cement and grey
cement but also provided water proof and wall putty. Company also provides grey cement but it is not as
much as popular as white cement.
Financial Overview:- JK Cement’s consolidated net sales went up from Rs. 1,233.33 crores in 2006-07 to
Rs. 1,458.25 crores in 2007- 08, recording a growth of 18.24 per cent. The net profit moved up from Rs.
178.62 crores in 2006-07 to Rs. 265.17 crores representing a growth of 48.46 per cent. This growth was
achieved through the continued investment in the business for reducing costs and creating greater value,
such as modernization of the facilities and introducing newer technology to achieve better operational
results. Moreover, to enhance shareholders value, the work on brown field facility of Nihon Nirmaan and
on a Greenfield facility at Mudhol, Karnataka is well under way.

Facts and Figures:-

income (in lacs)

2008-09

2007-08

2006-07

0 20000 40000 60000 80000 100000 120000 140000 160000

Total Income

working capital(in lacs)

2008-09

2007-08

2006-07

0 10000 20000 30000 40000 50000 60000 70000

Working capital

Financial Highlights:-

For the year:-

Year 2008-09 2007-08 2006-07 2005-06 2004-05

Total Revenue(in lacs) 150475 146611 124403 87851.9 33881.6
Profit After tax(in lacs) 14234.4 26516.59 17861.7 3256.93 629.72
HUMAN RESOURCE OF THE COMPANY: - Hiring the talent, motivating and retaining them
and ensuring their development is a foremost challenge in today’s business environment. Your Company
focuses on building an expert talent base. We groom existing talent as well as fresh recruits from reputed
professional institutions in a variety of areas to enable them to take on positions of greater responsibility.
On and off the jobs training programs are organized through internal and external 35 resources. Employees
are also benefited by the Regional Training Center at the Grey Cement Plant at Nimbahera. The Company
firmly recognizes that its human resources are the major source of strength to achieve the Company vision.
There is a great team spirit amongst the member of staff. They are key to achieving its vision and are the
primary source of competitive advantage. The total number of permanent employee of the Company as at
March 31, 2008 was 1664. Further, the Company has a stable and experienced middle and senior level
management team, many of whom have been with the Company for more than 20 years. Labour relations
have been cordial for over two decades with no interruption of manufacturing activities.

BOARD OF DIRECTOR OF THE COMPANY:- Dr. Gaur Hari Singhania is Chairman, holds
a Master of Arts degree in Economics and a PhD degree in Economics from Agra University. He has
corporate experience spanning 50 years. He has been associated with the Company as its Promoter Director
and has led our Company since its inception in 1994. He is also the Chairman of JKSL, Juggilal Kamlapat
Cotton Spg. & Wvg. Mills Company Limited and J.K. Traders Limited.

J.k organization chart

NAME DESIGNATION

Mr. Y.P. Singhania MD & CEO

Mr. R.G. Bagla Group executive president

Mr. J.P. Bajpai President (H.O.)

Taxation & Company Law
Mr. M.P. Rawal Senior Vice President
Technical Project Mgmt. Services
Mr. B.K. Arora Senior Vice President
Works
Mr. V.P.Singh President
Marketing
Mr. A.K. Saraogi President CE &CFO
Corporate Affairs
Mr. Rajesh Sharma Manager
Human Resource
Mr. M.M.Khan Adv.Human Resource
THE COMPLETE HIERARCHY OF MARKETING DEPARTMENT

Vice President (Marketing)

General Manager (Marketing)

Deputy G.M. (Marketing)

Astt.
Area
R.M.
Astt. Manager
SalesSales
Marketing
Sales
M.E.
(North) Astt.
Area
R.M.
Astt. Manager
Sales
Marketing
Sales
Sales
M.E.
(South)
*RM = Regional Manager Mgr
Supervisor
Executive
Trainee Mgr
Supervisor
Executive
Trainee
*ME = Marketing Executive
 CHAPTER 2- OBJECTIVE

MANAGEMENT PHILOSOPHY:- Company fallows the fallowing philosophy .

 Customer satisfaction
 Consistent investments in the most contemporary technology available
 Creation of a wide and deep distribution network
 Expansion through all routes – Greenfield, Brownfield and acquisitions
 Constant focus on cost control & quality
 Investment in development of the best talent and intellectual capital creation
 Ensuring retention of people and achieve a low people turnover
 Ensuring a happy and progressive society is a constant priority

VISION OF THE COMPANY:- Company always been inspired by the vision of our founders, our
own resilience and ability to constantly challenge the paradigm. And every once in a while, we add a new
chapter to this continuous journey of inspiration. J.K. Cement is an inspired organisation. The small
beginnings have today accrued to relevant profits and resilience to weather storms. This is J.K. Cement’s
story of fighting odds, of raising benchmarks, of institutionalising the spirit of tenacity, responsibility and
winning against the odds, which defines our inspiration. To the illustrious story, J.K. Cement now adds a
new chapter, the ‘greenest’ till date, the Mudhol plant in Karnataka. The determination to defend and mark
out territory, to the participatory instinct in laying a foundation to build histories of candid successes is
what J.K. Cement stands for today.Company also have strong brand image in the mind of the consumer so
company want to maintain that image with the help of his product and its quality. Company did not
compromise with quality of white cement and its whiteness. And company also covers up number no-1
spot in Indian cement industry. For this company also provide the number of technical services to their
consumer and dealer such as CTS. Company focused only two Visions.

Fill the demand and supply gap:-company wants to fill up the demand and supply gap in the peak season
because his strong manufacturing process is situated in the Gotan, Rajasthan and supplied all over the
India. After the era of plenty, the cement industry is likely to bogged down by a supply crunch in the near
future, projection of a significance growth in domestic demand on account of tremendous boost of housing
finance spurt in rural development in to make it necessary to create additional capacity as well as existing
one so as to avoid a potential shortage. Over the decades, demand for cement raised at the rate of 8% per
anum from 30.2 million tons in 1980-81 to 49 tons in 1990-91 likewise the partial decontrol of cement in
1982. Fallowed by a subsequent withdrawal of distribution of price control in 1989 greatly encouraged
capacity there by enabling supply to match demand in 1990-91.
Varying estimate has been made about cement consumption in the
nineties. While the study conduct by the ICICI projects demand to grow at 8.5% per anum during the eight
plan period reaching 69 million tons by 19944-95, the CMA (Cement Manufacture Association) has
adopted more cautious approach by pegging demand growth at 7% per anum.

Reducing the cost: - J.k white cement is the leading brand name in the industry of white cement in India
and also wants to minimize the cost because the price band tries to factor in benefits of lower power cost
more than a year in advance. J.k cement (JKC) is one of the leading and largest cement in the
manufacturing in north India and second largest white cement producer in India. The company has two
grey plant in Rajasthan, with production capacities of 2.8 million tones and 0.75 million tons per anum
respectively and a white cement plant in Rajasthan with a capacity of 0.30 million tons per anum. Catering
to the northern region (13% market share for grey cement), JKC holds leader ship in Haryana, with market
share of 18.4%. Its other market are Delhi, Rajasthan and Punjab where its ranks in the top six player.
MISSION OF THE COMPANY: - J.k white wants to delivered that kind of product which
help the fulfill the needs of dealer and its final consumer because company knows that Technologies
change, needs change, and in turn products change. What remain unchanged, are values and ideas that
propel any entity forward. Ideas that are concrete and unwavering, just like their outcome. At JK Cement
we are crossing milestones, one after another, propelled by the following concrete ideas:

 To provide products that fully comply with technical specifications committed to our customers, at
the most competitive price.
 To ensure complete reliability in our dealings with customers, distributors, suppliers & other
partners.
 To operate our manufacturing facilities in such a way, that they help sustain the environment &
provide new opportunities for the underprivileged in that region.
 To ensure that every department of our every office encourages new & better ideas and freedom of
expressing the same, and cultivate a work environment that rewards excellence in every employee’s
chosen area of work leading to a harmonious & fulfilling atmosphere.
 To motivate every team member to challenge his last best performance and out do it continually.
 To remain abreast and imbibe the latest technological trends for the benefit of our customers.

VALUE OF THE COMPANY:- J.K white cement have a lot of valuable quality which differ
from the its competitor. These are mention below:-

One of the Leading white cement producer in India:- White cement accounted for 16.6% of our total
cement revenue and 35.2% of adjusted EBITDA from our cement operations in fiscal 2005, and 15.5% of
revenues and 26.7% of our adjusted EBITDA from our cement operations in the six months ended
September 31, 2005. Unlike grey cement, the white cement industry in India is highly concentrated with
the two largest players accounting for the substantial majority of India’s production capacity.
Consequently, prices of white cement have been relatively less volatile and sales of white cement have
generated more stable cash flows for us even during industry downturns in grey cement. We also believe
our position as the second largest producer of white cement in India, together with our nationwide delivery
network, significantly enhances the overall brand image of JK Cement.
Leading position in attractive Northern India grey cement market:-Based on CMA data, Northern
Indian cement manufactures have consistently operated at the highest levels of capacity utilization among
India’s five regions. We believe this reflects the strong demand in Northern India for cement products
relative to supply. Further, based on capacity expansions announced by cement manufacturers, we expect
cement plants in Northern India to continue to operate at high utilization levels and anticipate continued
strong demand for our grey cement products in the near and medium-term.
company believe that we are well positioned to take advantage of this
demand, as the fourth largest grey cement manufacturer in Northern India, and the largest grey cement
manufacturer in the state of Rajasthan.

Proximity and access to large reserves of high quality limestone:- We have access to large reserves of
limestone for both our grey and white cement operations, which we believe are sufficient to sustain our
operations well into the future. Based on independent geological surveys of different mines during 1996 to
2001, we believe that our limestone reserves are sufficient to support our current and planned capacity for
approximately 40 years for both grey and white cement. (Put in risk - assuming we are able to renew our
existing leases upon their expiry) As one of the first cement producers in Northern India, we were able to
choose our limestone reserves in an area with high quality limestone resources. In addition to allowing us
to produce white cement, which requires high quality limestone, it also provides us with a cost advantage,
as we are not required to purchase sweeteners to improve the quality of limestone. Further, our
manufacturing plants are in close proximity to our limestone reserves, resulting in lower transportation
costs. Finally, our mines that supply our white cement plant at Gotan also have a supply of white clay, an
important additive necessary for white cement production.
Quality of products and strong brand name:-We believe that brand name and reputation are important
to retail purchasers of cement in India. We have built a strong reputation among cement purchasers by
consistently providing high quality products. We believe that there is strong customer awareness of our
brands, JK Cement (“Sarvashaktiman”), for grey cement in our principal market in Northern India, and JK
White (“Camel”), for white cement across India. Further, we believe that our brand name and our
reputation for consistently supplying high quality products provide us with a competitive advantage in
ensuring that cement dealers carry our products.

Company also acquire some other value which helps in the creating the competitive advantage towards its
competitors.
Advance Technology:-J.K. White Cement is using state of art technology to ensure the consistent quality
of raw-materials and manufacturing process.

Raw Materials:-High grade and chemically pure Lime Stone is the basic raw material for the manufacture
of white cement. J.K. White Cement plant is located at Gotan; district Nagpur in the state Rajasthan, which
is one of the best known source of such Lime-Stone.

Stringent Quality Control:-J.K. White Cement manufacturing and quality control facility involves
technical expertise of F.L. Smith & Company, Denmark, the world leader in cement technology. This
essentially gives a upper hand to J.K. White Cement from other in Quality.

Latest Quality Control Equipment:-Quality Control by computer & X-Ray (QCX) Analyzer: This
equipment ensures quality of materials at all stages of production, online.

Fuzzy Logic:-The entire manufacturing activity right from the grinding of the Lime Stone to packing the
cement is controlled by the most sophisticated computerized technology called “Fuzzy Logic”.

Whiteness:-Perfect white cement which is free from coloring impurities and is strikingly white.

Cost Economy:-The higher fineness of J.K. White Cement eliminates excess milling of grinding and also
gives spreading capacity and so there is a saving of white cement cost.
 CHAPTER 3:- C.S.R AND POLICY OF THE COMPANY
Company knows that technologies change, needs change, and in turn products change. What remain
unchanged, are values and ideas that propel any entity forward. Ideas that are concrete and unwavering,
just like their outcome. At JK Cement we are crossing milestones, one after another and also fallows the
ethics of the business and highly priority to welfare of the society and environment.

CODE OF ETHICS AND BUSINESS CONDUCT OF JK WHITE CEMENT:-

Introduction: - Company is committed to conducting its business in accordance with the applicable laws,
rules and regulations and with highest standards of business ethics. This code of conduct (hereinafter
referred to as “the code”) has been framed and adopted by the company in compliance with the provisions
of clause 49 of the listing agreement entered into by the company with the stock exchange and is intended
to provide guidance and help in recognising and dealing with ethical issues, provide mechanisms to report
unethical conduct, and to help foster a culture of honesty and accountability. Each director, members of the
senior management team and the company secretary (hereinafter referred to as “senior managers”) is
expected to comply with the letter and spirit of this code.
The directors and senior managers of the company must not only comply with applicable
laws, rules and regulations but should also promote honest and ethical conduct of the business. They must
abide by the policies and procedures that govern the conduct of the company's business. Their
responsibilities include helping to create and maintain a culture of high ethical standards and commitment
to compliance, and to maintain a work environment that encourages the stakeholders to raise concerns to
the attention of the management.

Honest and Ethical Conduct:-The directors and senior managers shall act in accordance with the highest
standards of personal and professional integrity, honesty and ethical conduct not only on company's
premises and offsite but also at company sponsored business, social events as well as any places. They
shall act and conduct free from fraud and deception. Their conduct shall conform to the best-accepted
professional standards of conduct.

Corporate Opportunities:-Directors and senior managers owe a duty to the company to advance its
legitimate interests when the opportunity to do so arises. Directors, senior managers are expressly
prohibited from:
 Taking for themselves personally, opportunities that are discovered through the use of company's
property, information, or position,
 Competing directly with the business of the company or with any business that the company is
considering.
 Using company's property, information, or position for personal gain. If the company has finally
decided not to pursue an opportunity that relates to the company's business activity, he/she may
pursue such activity only after disclosing the same to the board of directors or the nominated
person/committee.

Confidentiality:-The directors and senior managers shall maintain the confidentiality of confidential
information of the company or that of any customer, supplier or business associate of the company to
which company has a duty to maintain confidentiality, except when disclosure is authorised or legally
mandated. The confidential information includes all non-public information (including private, proprietary,
and other) that might be of use to competitors or harmful to the company or its associates. The use of
confidential information for his/her own advantage or profit is also prohibited.

Fair dealing: - Each director and senior manager should deal fairly with customers, suppliers, competitors,
and employees of group companies. They should not take unfair advantage of anyone through
manipulation, concealment, abuse of confidential, proprietary or trade secret information,
misrepresentation of material facts, or any other unfair dealing practices.
Protection and Proper Use of Company's Assets:-All directors, senior managers should protect
company's assets and property and ensure its efficient use. Theft, carelessness, and waste of the company's
assets and property have a direct impact on the company's profitability. Company's assets should be used
only for legitimate business purposes.

Compliance with Laws, Rules, and Regulations:- The directors, senior managers shall comply with all
applicable laws, rules, and regulations. Transactions, directly or indirectly, involving securities of the
company should not be undertaken without pre-clearance from the company's compliance officer. Any
director or senior manager who is unfamiliar or uncertain about the legal rules involving company business
conducted by him/her should consult the legal/company law department of the company before taking any
action that may jeopardize the company or that individual.

Compliance with Code of Conduct:- If any director, senior manager who knows of or suspects of a
violation of applicable laws, rules or regulations or this code of conduct, he/she must immediately report
the Same to the board of directors/its committee thereof or the compliance officer. Such person should as
far as possible provide the details of suspected violations with all known particulars relating to the issue.
The company recognises that resolving such problems or concerns will advance the overall interests of the
company that will help to safeguard the company's assets, financial integrity and reputation.
Violations of this code of ethics will result in disciplinary action, which may even include
termination of services of the employee. The company's board or any committee thereof for this purpose
shall determine appropriate action in response to violations of this code of ethics.

Interpretation of Code: –Any question or interpretation under this code of ethics and business conduct
will be handled by the board /committee authorised by the board of the company or the compliance officer
of the company. The board of directors or any designated person/committee has the authority to waive
compliance with this code of business conduct for any director or senior manager of the company. The
person-seeking waiver of this code shall make full disclosure of the particular circumstances to the board
or compliance officer/ committee.

Code of ethics for Senior Financial Officers:-Honesty, integrity and sound judgment of the senior
financial officers is fundamental for the success and reputation of the company. The professional and
ethical conduct of the senior financial officers is essential to the proper functioning of the company. The
senior finance officers as well as directors of the company shall be bound by the following code of ethics:
 Act with honesty and integrity, including the ethical handling of actual or apparent conflicts of
interest between personal, financial and professional relationships,
 Make full, fair, accurate, timely, and understandable disclosure in reports and documents that the
Company files with, or submits or makes periodically, to the shareholders, government authorities,
and to the public,
 Comply with governmental laws, rules, notifications and regulations applicable to the Company's
business,
 Disclose to the Board or any committee/officer designated by the Board for this purpose, any
material transaction or relationship that reasonably could be expected to give rise to any violations
of the code including actual or apparent conflicts with the interests of the company,
 Promote prompt reporting of violations of the Code of Ethics to the Board of Directors or any
person/committee designated for this purpose, as may be necessary,
 Respect the confidentiality of information acquired in the course of employment unless legally
obliged to disclose and ensure that no such confidential information is used for personal
advantage/benefit,
 Maintain the skills necessary and relevant to the Company's needs,
 Act in good faith, responsibility, with due care, competence and diligence without misrepresenting
material facts,
  Refrain from any inappropriate or undue influence of any kind in all dealings with independent
auditors, and avoid any actual or apparent conflicts with analysts,
 Achieve responsible use of and control over all assets and resources employed or entrusted to them,
 Promote ethical and honest behaviour within the Company and its subsidiaries,
 All senior financial officers should adhere to both the code of business conduct and the code of
ethics of the Company. Violation of the code of ethics will lead to appropriate disciplinary action
including dismissal from the services of the Company
 Any deviation/waiver from this code can only be affected on the sole and absolute discretionary
authority of the Board or any person/committee designated by the Board for this purpose.

CARPORATE SOCIAL RESPONSIBILITY: -The Company’s Corporate Social Responsibility

can be divided into 4 segments –
(a) Rural Development – providing water among others.
(b) Medical facilities – funding hospitals, eye testing facilities, family planning.
(c) Educational facilities – primary as well as higher secondary education, vocational training and private
university.
(d) Religious endeavours.
 In 2007-08, the Sir Padampat Singhania University at Udaipur, under the aegis of the J.K. Cement
Nimbahera Foundation, was established. The University is one of the leading educational
institutions in the region. It offers technical degrees and a variety of academic facilities in an
ecological setting.
 The LK Singhania Education Centre, Gotan is a CBSE-affiliated co-educational institution that
imparts education to children of both plant employees and also those from neighbouring villages.
 The Company also runs two industrial training institutes that offer vocational training to increase
the marketable skills of its students.
 Moreover, the Company undertakes free maintenance services in surrounding panchayats. It has
contributed in building a community temple, making potable water available and built roads to
connect schools.
 The Company has also founded a hospital and Nimbahera Dispensary to ensure better health care.
 The Company regularly conducts plantation and environment friendly activities in the vicinity of its
facilities. Furthermore, arranging sports and developmental activities and financial aid to the Lion’s
Club, the Rotary International and other charitable organisations are part of J.K. cement’s societal
endeavours.
 Responsibility is the virtue of taking control, of ups and downs, profits and losses. As a socially
viable organisation, J.K. Cement recognises and fulfils the duties of living and operating within an
inseparable and meticulously interdependent network.

Company is fully cautious of its responsibilities towards social cause such as the quality of life of
employees, welfare of the community and protection of the environment. Company made substantial
contributions to the Prime Minister’s Relief Fund for Tsunami victims for their rehabilitation out of this
tragic disaster. Company regularly carry out various activities in support of community around its
manufacturing facilities by organizing health camps, financial aid and honour to meritorious students,
subsidized education, free bus service to students of nearby villages and construction of temples,
Dharamshala, hospitals etc.

Concrete Road with proper drainage system at Gotan village:-There was no good motor able road
available in Gotan and J K management, in the public interest and considering the society as a whole, took
the initiative and as a part its social responsibility took up the project of construction of Cement road at
Gotan. We constructed the cement road of 1Km. with proper drainage system incurring an expenditure of
around Rs. 30 Laces in the year 1991. It proved to be a very helping hand especially for incoming and
outgoing heavy traffic besides easing out the hurdle of the resident of Gotan.
 On demand of villagers, Company has taken the repair as well as renovation
work of the said road in November 2005 on which approximately Rs. 10 to Rs. 15 Laces has been incurred.
The waste water is collected out of the village through the drainage system constructed by the company
and it is stored in pond and it helps us to increase underground the water level.

Sponsorship of annual Eye camps at Gotan:-Till date 20 eye camps have been held i.e. one camp every
year. Free medical eye check up at Gotan. Free bus service for operation at Jodhpur/ Ajmer. Free lodging
& Boarding and medicines as well as spectacles to all the patients.
Yes, the eye operation is through IOL operation and operation is
conducted in well-equipped hospital at Jodhpur / Ajmer. We bring the patients to the hospital by bus i.e.
checking of the patient is done at Gotan in camp and operation is done in Hospital in operation theater and
all the expenses is borne by the company. Approx. 2500 eye operations have been conducted till now.
In the every camp the outdoor patient is varying from 800 to 1000 and out
of that approx. 125 patients are being selected for eye operation and remaining is given the free medicines/
spectacles in the camp. Hence now approx.15000 patients were benefited.
In the year 2005-06 we have conducted 2 eye camps i.e. to tribute to Late Sir
Padampat Singhania one extra eye camp was held at Dhanappa village.

Street Light for Gotan village:-Though there was facility for electricity in the village, which is so erratic,
the roads and streets were not at all provided with lights. Gotan being a most backward area, no major
help/support finance or otherwise was forthcoming from the Panchayat /Local Bodies and hence it was
thought necessary by our company in the public interest to lend a helping hand and accordingly as per the
requirement, we purchased and installed minimum of 50 Street lights to cover major road/streets i.e. the
street light has been installed on the road constructed by the company as well as roads of other area also.

Tree plantation along the road leading to Gotan:-Gotan is situated in backward Distt. Of Nagaur which
falls in the desert area of Thar Rajasthan (India). As a step towards environmental protection, the company
has undertaken plantation project since commissioning of the plant and every year 5000-10000 trees of
various types are planted in Gotan and nearby area of 20 Km. radius and as on date, Gotan has been
developed considerably and has become a green belt in comparison to its surrounding area. This, no doubt,
strengthens the ecological position but also helps in bringing more rains during monsoon period in
comparison to other nearby areas. The company is incurring approx. Rs. 1, 00,000/- every year. This is also
one of major contributions made by us for towards soil conservation and thus ensuring pollution free
environment for Gotan and it surroundings.
Plants are planted at mines area, various schools of Gotan village, nearby small
dhanies, public places, and temple and along the road. For survival of the plant company directly take care
to look after of mines area, plantation along the major roads of Gotan and plantation at temples. The plants
of other area are being looked after by the concerned authority like Panchayat, Lions Club, School
administration etc

Organizing Social event for residents of Local area:-Details about such events.

Celebration of Dussehra festival - The Dussehra mela is organized every year and preparing the effigies
of Rawan, Kumbhkaran & Meghnad from well renowned artist from Kanpur and famous Aatishbaji
through Pink city Fire Works Jaipur. Around 25000 gatherings witnessed the mela every year.

Durga Pooja – Durga Pooja is celebrated every year in complete Navaratra and various religious and
cultural program based on the Indian traditions are performed during this pooja ceremony and large No. of
peoples enjoyed the Aarti and cultural program every evening. At the end of the program the Visarjan &
Vijay Sammelan is performed in which all the villagers participated.

Janmasthami Festival – On this occasion various Jhankies are displayed and Bhajan and Kirtan are
arranged by the various artists and large No. of gatherings from Gotan and nearby area are benefited by
this program.
Annual function of temples – JK has renovated two temples of Gotan village - one is Ramdasji
Shyamdasji Samadhi and second is Baba Narayandasji at Chhepianada (Hanuman Temple). Every year on
17th July and 6th February the Annual Function is organized with Ratri Jagaran and open lunger for all
public. In both the functions approx. 8000 to 10000 public were participated.
Funding & Technical support for Infrastructure projects of Local Community:-

- Details about the projects and all the supports provided.

Tube Well-to provides drinking water for villagers:-Time and again Rajasthan is affected badly due to
scarcity of drinking water and this year also it is suffering from drought. People particularly in interior
places suffer very much and in order to take care of this very essential requirement, we have extended our
helping hand by digging of tube wells in most needed and essential areas. So far we have dug up three tube
wells in different places (electrically operated) along with storage tank etc. in public interest. For this we
have spent approx. Rs. 10 lakes.
Temple (Renovation of two old temples):-

1-Renovation of Samadhi of Baba Ramdas Shyamdasji: In Gotan, there is a famous Samadhi of Baba
Ramdas Shyamdasji, which was then considered next to a Temple in the near vicinity. Public here are
ardent worshipper and follower of this great Samadhi and thousands of devotees visit this place to offer
puja with large faith. It was a very old Samadhi and the place where it is housed was in a dilapidated
condition and needed repairs/renovation and as a step towards religious work, JK White Cement undertook
complete renovation of Samadhi building and also constructed two temples in the same premises by
installing two idols, (one Lord Shiva and second Bajrangbali/ Hanumanji) where daily puja is being held.
Further a Sat sang Hall has also been built for the convenience of SHRADHALU/Devotees. The total
expenses made by JK White Cement were Rs. 20 Lacks approximately.
Every year, the company celebrates the Anniversary of
Installation and Consecration ceremony of deity in which a large gathering (around 10,000) participates
with great enthusiasm. Besides offering puja, havans and other devotional functions, the company provides
annadhan/ Bhog and Prasad for the entire mass inclusive of many poor villagers and the company on this
account spends about Rs. 1.50 Lacks per year.

2. Construction of Hanuman Temple at Chepianada. It is situated in interior part of Gotan i.e. about 5 KM
away from our factory and here the villagers are of great worshipper and follower of ‘HANUMANJI’ and
of course, we are also a true and firm believer of Bajrangbali. But unfortunately the village was deprived of
having any temple to worship and they approached the management for construction of a temple there.
Considering the genuineness of the demand as per Hindu mythology and also considering the fact that we
too owe something to the society, the management agreed and constructed a temple of medium size by
installing an idol of Hanumanji made of famous Makrana Marble. A big Satsang hall has also been built
for facilities of devotees to offer various puja, kirtans, havans and other functions. Approx. Rs. 20 lakes
have been spent for this temple.
Every year, to celebrate the Installation Anniversary of the deity, the
company makes elaborate arrangements at the temple for conducting Puja, Havan and Bhajans and other
devotional functions. Pujas and Havans are conducted by the priests and as a part of service to community
belonging to Gotan and nearby villages we distribute Annadhan/ Bhog and Prasad to the entire gathering.
Regular gathering is approx. 8000-10000 and approx. expenditure incurred is Rs. 1.5 Lacks.

Dharamshala (Inn) at Gotan Village:- Rendering hospitality as much as possible is a continuous process
at JK. In order to give shelter and comfort for the visiting pilgrims and the public at large (Below Poverty
Line) we have constructed a Dharamshala/ Rest House at Gotan near railway station. The rest House has
10 rooms with all living facilities such as Water, Electricity, Beds and other arrangements for stay
including the service of security guard. The accommodation is given free of cost and nothing is being
charged by us on any account. For this construction we had spent about Rs. 10 lakes. We also are keeping
regular maintenance of the same.
Free education to the wards of Kargil war heroes:- Help to family members of martyrs of kargil war
We salute the martyrs of Kargil war.
Mrs. Sushma Arora, Vice President motivated the School staff, Ladies and
complete JK White Cement team for a good cause. Her dynamic leadership and commitment resulted in
raising a fund amounting to Rs. 21 lakh. All the employees have contributed their one-month salary for this
noble cause. (As on date, total fund is Rs. 30 Lacks). A trust has been created under the guidance of Mrs.
Sushma Arora to provide free education to the wards of Kargil Heroes of Nagaur District in our School,
giving them free education with free boarding and lodging facility. After a detailed survey and persuasion,
we have been able to provide this facility to 11 children of war-affected heroes of Nagaur District. Out of
them 4 students already completed their study up to 10+2 level and as on date 7 students (3 boys + 4 girls)
are studying in our school. It has been our pride achievement to persuade such affected families to send
their girl child to Hostel. As the traditions of the remote locations are very restrictive, it will be our non-
stop endeavor to help a child to pass 10+2 education with the help of this Trust. Further if any student
wants to carry on his further study the financial help will be provided through the trust.
All the local administrators as well as Govt. and media persons have
appreciated this noble cause. The employees of JK have taken this project as a challenge to uplift the life
style and education level of kids of Kargil Martyrs of Nagaur District.

Free bus service for students of nearby villages:-The Company is operating 4 Nos. School Buses free of
cost for bringing the wards of the Gotan villagers and nearby area in the radius of 25 Km. all the expenses
is borne by the company. The free bus facility is for the students who are studying in our school.
Construction of Panchayat building: - The Sarpanch of Gotan Gram Panchayat approached for
renovation of Panchayat Building specially changes of flooring by White Cement. The company has under
taken the job of flooring of complete Panchayat Building by incurring approx. Rs. 50,000/-.
Building for girls school at Gotan village:-Promoting and providing education to both girls and boys is
one of our of most ambitious projects and is primary motto of our organization. In Gotan village, there was
no separate Senior Secondary school for girls and hence parents do not send their daughters in Co-
educational institute. Looking the above genuine need and to keep our commitment on and to serve the
needy public, company took up this project with State Government t and Local Panchayat and contributed
Rs. 10 Lacs approximately for construction of the school.

*The company has contributed towards construction of new building and other infrastructures like
furniture. This is Govt. school.

*The fee is charged as per Govt. norms which is already subsidized one and very nominal.

Construction of Hospitals and colleges:-

 Most modern & suitably equipped Lala Kamlapat Memorial Hospital at Kanpur.
 JK Institute of Radiology & Cancer Research at Kanpur.
 Kailashpat Singhania Institute of Medicine at Kanpur.
 Lakshmipat Singhania Institute of Cardiology at Kanpur.
 100 beded Jaykaylon Women’s Hospital at Kota.
 100 beded Jaykaylon Women’s Hospital at Jaipur.
 Propagated & popularized a number of family planning schemes.
 Encouraged research in occupational & eye-diseases in different units of JK organization.
 Dr. Gaur Hari Singhania Institute of Management at Kanpur.
 JK business school at Gurgaon.

Construction of Dharamshala:-
 Set up a number of Dharamshala, Sadavratas, Alms-houses
 Built townships for needy workers in Kanpur, Kota, Jaykaypur, Nimbahera etc.
Construction of Temple in township:-JK has also established places of worship to set the moral tune of
society. They have constructed Shri Dwarka Dhish Temple, Shri Kamleshwar Temple, Ghats on bank of
Ganges, Shri Radhakrishna Temple, other temples at Raman Reti and Brindaban. They have also helped
constructing temples, mosque, church, gurudwara in Jaykaypur.

Construction of Temple in township:-JK has also established places of worship to set the moral tune of
society. They have constructed Shri Dwarka Dhish Temple, Shri Kamleshwar Temple, Ghats on bank of
Ganges, Shri Radhakrishna Temple, other temples at Raman Reti and Brindaban. They have also helped
constructing temples, mosque, church, gurudwara in Jaykaypur.

Construction of school buildings in nearby villages:-From time to time the villagers / Sarpanch of Gotan
village and nearby other villages approached company management for maintenance and repair of school
buildings or extension of new rooms/ Verandah. As a social contribution to the villagers the company has
taken maintenance job like flooring, Plaster of walls, providing of furniture, drinking water facility and
toilets in various schools of Primary, Middle & Secondary. All the jobs have been taken in the Govt.
school where the kids of poor families are studying.
 Construction of roads connecting with the highways
 Provide drinking water facilities in nearby villages by bore wells

Operating an Industrial Training Institute affiliated with National Council for Vocational Training,
Govt. of India:- JK Organization has not ignored in the least the head for providing to the public suitable
health resorts and stadium for games & sports. Due to its hardships and mankind efforts, JK has won the
esteem of general public & appreciation of people in high authority in state as well as union government.
For instance, Late Dr. Rajendra Prasad, the first President of India laid the foundation of the JK Institute of
Radiology & Cancer Research in 1963, Pandit Jawaharlal Nehru inaugurated the JK Institute of Applied
Physics & Technology in 1956.

Other milestones:-
 JK White Cement Works, Gotan is the first in India to produce white cement through dry process.
 Lala Kamlapatiji visualised the idea of chamber of commerce in UP for businessmen, of
businessmen, by businessmen. He laid the foundation stone of merchant’s chamber of UP in
Kanpur in 1932 & remained the founder president for 2 years.

 Running two schools: Padam Vidya Vihar- From K.G. to Vth Class & Kailash Vidya Vihar – From
VIth to XII affiliated with Central Board of Secondary Education (CBSE) Govt. of India. More
than 1000 students study in these schools.
 Organization has devoted a substantial portion of the earnings from its ventures for promotion of
public good & welfare such as the provision of medical relief, spread of education, relief to poor
etc.
Education:-

 23 primary schools in rural areas of Kanpur .

 Established JK Institute of Sociology & Humar Relations (dedicated to Lucknow University).
 Providing financial assistance to educational institutions which include the BNSD Inter College,
Juhari Balika Vidyalaya, GNK Inter College.
 Awarded loans and scholarships to deserving students for higher education.
 Established JK Institute of Applied Physics and Technology (dedicated to Allahabad University).
 Built hostel for women (dedicated to Kashi Vidyapith).
 Built schools at Mumbai, Rayagadha (Orissa), Kota (Rajasthan) and other industrial towns.
Environment concern:- To feed the required limestone to our cements plants, we hold four mining leases
at Ahirpura, Maliakhera, Karunda and Tilakhera where mining is carried out using deep hole drilling and
blasting. But a lot of care has been taken to negate the ill effects of this ecology affecting activity.
To begin with, we have converted the dry drilling into wet drilling, water is sprinkled on the haul roads,
dense plantation has been cultivated around the working pit, Sequential Blasting Machine and down the
hole delay are being used to reduce noise, vibration and fly rock. Water is kept stored in the forth bench for
use during summer as it also helps recharge the ground water table.
Forestation is carried out at all the four mines as a part of the mining process. Till date, a total of 2, 85,396
plants have been planted covering a total area of over 65 hectares. Necessary arrangement for watering
these plants, ensuring their survival, has also been done in the form of construction of 6 water tanks
combined with the facilitation of direct water supply pipelines and water tankers
We have also focused on the Waste Dump Management. The generation of waste material along with
mining of limestone at all our mines, is almost negligible. However, some waste like Interstitial Clay, when
generated, is excavated separately and dumped at the specified places. These waste dumps are being
properly leveled which are then covered with black cotton soil scraped from other parts of the pit only.
This forms the bed for plantation or forestation. The height of the dumps is kept only 5 to 6 mtrs. So that
there will be no chance of destabilizing of these dumps after plantation in the long run.
Besides, JK Organization, is also involved in setting up a number of Primary Schools, Secondary Schools,
Industrial Training Institutes, Institutes of Management & Research, Institute of Medicine, Institute of
Cardiology, Institute of Radiology & Cancer Research and Dr. Gaur Hari Singhania Academy of
Productivity Science & Environmental Engineering.

Tree plantation at Gotan village

CERTIFICATION:-JK white cement product also recognized by various parameter such as working
culture, environment, quality and safety And its product are certified by the government .The explanation
of these parameter is given below.

ISO:-international standard organization is a system which adopted by any company os that working
should be smooth.Jk white cement is got ISO 9001(QMS) and ISO 14001 (EMS) OHSAS 18001 and SA
8000.

ISO 9001 (QMS):- Quality measurement standard maintains the quality of the JK white.

ISO 14001(EMS):- environment measurement standard concern about the products integrity of the
products. Their means products are environment friendly or not. Product did not harm to the nature.

OHSAS 18001:- This standard keeps the eyes on the security and welfare of the employee. It means in
the production of white cement all the employee wears mask and glapes during process of manufacture of
the white cement.

SA 8000:- Social accountability standard keep the eyes on welfare of the society it means that what is
doing by the company for the welfare of the society and employees.
CHAPTER 4:- PRODUCT, PLANT AND SERVICE OF THE COMPANY
J.K. CEMENT PRODUCT RANGE:-Basically company deals in the production of fallowing
products

1-White Cement
2-Wall Putty
3-Water Proof

The year was 1984 the company J.K. White Cement works with F.L. Smith. The essential ingredient for
any White Cement is Lime Stone, purer the Lime Stone the White will be the Cement. J.K. White Cement
has installed for the first time in the world the FUZU LOGIC PROCESS CONTROLS SYSTEM and
QCX (QUALITY BY X-RAY). QCX is fully computerized chemical supervision and control system,
which covers the various processing stages of cement production, based on the X-Ray Spectrometer
technique providing accurate analysis of chemical composition. This twin system i.e. FUZZY LOGIC
SYSTEM and QCX SYSTEM has greatly helped in producing matchless quality of White Cement.
When it comes to White Cement a shade of difference makes all the
difference and to create the difference J.K. went all the way to Denmark to F.L. Smith World leader in
White Cement. Architects have for long looked for the perfect White Cement. Cement that sets quickly,
spread evenly and smoothly and of course perfectly white. J.K. provides technical and design related
services for builders and architects.
J.K. White Cement has been awarded with ISO - 9001:2000 certificates
for its quality management system standard applicable to manufacturing and sale of white cement by
LIOYD’S REGISTER QUALITY ASSURANCE. Company has also ISO-14001 certificate, which is
issued to a company for a pollution free production means an Eco-friendly Production.

Application of white cement:- J.K white cement have numerous decorative, structural and architecture
application in white, light and dark color as moral, plaster .concrete precast components and finished
goods.
It also have fallowing application.

For Floors:-

 Insitu terrazzo floorind

 Manufacturing and laying of mosic tiles.
 Pavements blocks with top layer of white cement or coloured cement.
 Extra heavy duty cement concreate tiles.
 Area markets
 Tile fixing grout

For walls:-

 Decorative waterproof cement paint

 White washing with white cement
 Sand face spray plaster
 Exposed aggregate (grit wash) plaster.
 Textured plaster (malad/ stone create)
 Cast stone finish / marble finish plaster
 Plain plaster
 Pointing on brick / stone work
 Precast cladding panels
Other application:-

 Architerure concrete components made of GRC (glass fibre reinforced concete) SRC (synthetic
fiber Reinforced concrete)
 Ornamental objects such as grills, lamp etc.
 China mosaic
 Italia glass mosa

Very soon company is going to launch a new product that is J.K. Tile Bond.

Features of j.k. white cement: - J.K. White Cement works on manufacturing Camel Brand conforming to
I.S.I. 8041 and 8042 specifications, but in the market the name of J.K. White Cement is more popular than
camel brand name.
The main features of product which makes it exclusive are:-
 It is not greenish white or bluish white or yellowish white but it is perfect white due to absence of
colouring impurities of iron-oxide and chromium-oxide.
 The whiteness of J.K. White Cement is very consistent and has been proved to be dependable and
long lasting.
 J.K. White Cement is using world famous flawless Lime Stone from Gotan in Rajasthan.
 It has very compressive strength.
 It is the only white cement with rapid-Harding properties.
 It is the only white cement that sets quickly, spreads evenly and smoothly.
 The mixing and dispersion of pigments with the product becomes more efficient due to its timer
panicles.
The product of J.K. White Cement imports four important properties to concrete which are
very essential for successful contrite. They are:-
 Bond Strength
 Water Tightness
 Abrasion Resistance

TYPE OF CEMENT: - All products of JK comply with the quality standards specified by the Bureau
of Indian Standards (“BIS”). Our cement products are marketed under the brand names J.K. Cement and
Sarvashaktiman for OPC products, J.K. Super for PPC products and J.K. White and Camel for white
cement products, which company believe are well known brands.

Grey Cement:- Grey cement produced by us consists of OPC and PPC. There are also other cements in
the market that we do not produce, such as Portland slag cement, oil well cement, sulphate resistant
cement, rapid gardening cement, low alkali cement, low heat cement and super finish cement.OPC has
three grades that we produce, that are differentiated by their compressive strengths, expressed in mega
pascals (“MPa”), as specified by the BIS.These grades are 53-grade OPC, 43-grade OPC and 33-grade
OPC, with 53-grade OPC having the highest compressive strength. The customer selects the grade of OPC
based on the intended application. Our most popular cement, by sales volume, is 43-grade cement, with 53-
grade cement being used in applications which require high strength characteristics.

Ordinary Portland Cement:- OPC is produced by inter-grinding cement clinker prepared in a rotary
cement kiln with gypsum. Each metric ton of OPC requires approximately 0.95 metric tons of clinker and
approximately 0.05 metric tons of gypsum. The range of applications, the physical and chemical
requirements specified by BIS and strength of the three grades of OPC are discussed below:
53-grade OPC (IS:12269-1987): 53-grade OPC is a high strength cement. According to the BIS
requirements, 53-grade OPC must have a 28-day compressive strength of no less than 53 MPa. For certain
specialized products, such as pre-stressed concrete and certain pre-cast concrete items requiring high
strength, 53-grade OPC is considered useful as it can produce high-grade concrete at lower cement content
levels. We produce 53-grade OPC by exposing the clinker.
 Company provides all other cement products in different brand name which are mention below.

1-Sarva Shaktiman J.K. Cement, 53 Grade

As per IS: 12267/1987
(BIS: 12-1991, ASTM: C-150-1989)
The high strength Cement for

 Covering a wide area of construction.

 Better performance and concrete durability.
 Time Saving.
 Greater Economy

2-Ordinary Portland J.K. Cement, 33 Grade

As per IS : 269-1989
(BIS: K-1991, ASTM: C-150-1989)
The general purpose cement for
 Better Civil construction.
 Ideal Setting-time.
 Low Shrinkage.
 Greater Economy
3-The International J.K. White Cement

As per IS : 8042-1989
(BIS : 12-1991, ASTM : C-150-1989)
The only White Cement in India which is

 Produced in the computerized kiln control.

 Perfect White Cement with no colour impurities.
 Stronger with exclusive features of rapid hardening.

4-J.K. Silicate Cement

(BIS : 1484 (PENLL)-1991)

It offers
 Higher sineneu ensuring low permeability.
 Better work ability ensuring easy working.
 Higher ultimate strength ensuring durability.

Salient feature of J.k wall putty:- J.k wall putty have many feature which differtiate the competitive
product. These qualities are mention below.
 Company do not recommended mixing of pigment/ stainer in the wall putty.
 Quality of painted surface is directly proportional to quality of un- painted surface. J.k wall putty
renders ideal condition as un-painted surface for paint application.
 Paint can be applied on J.K wall putty with or without primer. However, use of primer shall give
cost advantage in case of expensive paint.
 Lustrous white and smooth surface which can be left unpaid.
 Life of J.K wall putty is as long as the life of grey cement plaster underneath.
 It prevents growth of algae and fungus on walls.
 Any kind of distemper can be applied on it directly.
 Textured finish can be obtained by use of texturing tools.
 As prevalent in case of other non-cement putties, primer application is not recommended before J.K
wall putty application. This saves cost.
THE PACKAGING OPTIONS:- Marketing is a process, which incorporates all the transactions
affecting the movement of goods and services from producer to the consumer. Packaging is a marketing
tool, which is closely interwoven with the performance of marketing function other than selling, although
most emphasis has been laid on that aspect.
J.K. White Cement packaging was scientifically designed to ensure zero wastage
and check adulteration. It is being packed in 50Kg, 40 Kg, 10 Kg, 5Kg and 1Kg.
1. 50 Kg Packs: It is being sold in paper laminated jute bags and HDPE bag. Laminated jute bags are
better for long duration of storage.
2. 40 Kg Packs: for the export market J.K. White Cement packs in 40 Kg packs.
3. J.K. White Cement is also selling white cement in 10 Kg, 5 Kg and 1 Kg packs. It is convenient to the
consumers for their needs.

Wall Putty:- JK wall putty is available in different packing :-

1- 1 kg PP. packets put in 20 kg secondary HDPE bag for ease of handling.
2- 5 kg packs put in 20 kg secondary HDPE bag for ease of handling.
3- 20 kg laminated P.P. bag.
4- 40 kg laminated P.P bag.

Water Proof:- JK Water Proof pack is available in 2 different sizes i.e. 1 kg & 25 kg.Water proof comes
in 25 Kg of bags which contains 25 packs of 1Kg packing.

PRODUCT APPLICATIONS

J.K. White Cement:- Company manufacture white cement under the brand names J.K. White and Camel.
White cement is produced using a different quality of limestone and is distinguished from grey cement by
its white color. Each ton of white cement requires approximately 1.33 tons of limestone, 0.02 tons of
gypsum and 0.2 tons of additives including white clay, feldspar and fluorspar. J.K. started manufacturing
white cement using for the first time in India by the dry process technology in 1984 at Gotan in Rajasthan.
Today, the plant produces 2, 50,000 Mt/Year of the “Perfect International White Cement”.
It has different application.
 Terrazzo Flooring
 Grit Wash
 Cement Paint Manufacturing
 Sand Spray Plaster
 White Washing
 Ornamental Use
 Garden Furniture
 Flower pots

White cement is typically used in three principal areas of application, as set forth below:-Flooring, for
the manufacturing and laying of mosaic tiles and as tile fixing grout, wall applications, such as decorative,
white cement paints and plain and spray plasters; and Other specialized applications including glass fiber
reinforced concrete, garden furniture, lamp posts, as pointing for brick and stone works and as pre-cast
cladding panels.
Company sells white cement primarily in the Indian market. We also export white cement to a
number of countries, including South Africa, Nigeria, Singapore, Bahrain, Bangladesh, Sri Lanka, Kenya,
Tanzania, United Arab Emirates and Nepal.

J.K. Wall Putty: - J.k wall putty is white cement based putty for luxurious and silky interior and exterior
finish of your dream home. JK Wall Putty is White Cement based putty for cement plastered walls and
ceilings. J.K. Wall Putty is used to fill the uneven surfaces of cement plastered walls and concrete walls.
Application of J.K. Wall putty provides smooth and strong finish to the walls for further application of all
kinds of paints. The smooth finish gives better look to interiors and exteriors.
Surface Preparation:-The surface should be cleaned to make it free from dirt, dust, grease, oil and paint. All
foreign impurities should be removed with a wire-brush. Wall surfaces should be cured so that the surface
is saturated with water yet in ‘touch dry’ condition.

Treatment of New Surface:-The new surface requires only soft treatment such as removal of dust, dirt and
foreign matter. In case of cracks, voids and damages; it should be patched up prior to application of J. K.
Wall Putty with grey/white cement.

Treatment of Old Surface:-All loose material and/ or organic growth must be removed with Putty blade or
brush. In case of old painted surface scrub the surface with coarse emery stone/paper.

Preparation of J.K. Wall Putty Paste:-J. K. Wall Putty is a fine powder. Mix slowly J. K. Wall Putty with
approx. 40% water by volume to prepare paste of desired consistency. Mix vigorously for 5-10 minutes for
making lump free, uniform and smooth putty paste. Product should be mixed in required quantities to be
used within 2-3 hrs of its preparation.

Application:-Apply uniformly the first coat of J.K. Wall Putty with blade/trowel on the wall from bottom
to top. Apply second coat after the first coat has dried completely. Limit the total thickness of 2 coats to 1.5
mm. Allow complete drying and then use fine emery paper to remove the application mark if any. Any
kind of paint can be applied on this surface. Use water for curing before applying paint.

Precaution:-Although J.K. Wall Putty does not contain any toxic material, use rubber gloves while mixing,
as prolonged exposure with water may soften the skin resulting in fine cuts/legions due to cement particles.
Precaution should be taken to avoid dust inhalation while handling the powder putty.

Storage:-Store J.K. Wall Putty in a dry place and open the pack just before use. Keep out of reach of
children.

Comparison Between J.K. Wall Putty and Traditional Putty

Properties J.K. Wall Putty Traditional Putty
Due to only chalk powder,
Binding J.K. Wall Putty is white cement based putty.
it has very less binding
Property Hence it possesses good binding property.
property.
Due to its cement base, J.K. Wall Putty
Durability becomes an integral part of plaster and Less durable
hence more durable.
J.K. Wall Putty covers more surface area
Coverage Area exceeding 20 Sq. ft./kg. In 2 coats on a new Covers less surface area.
plastered wall.
Water
J.K. Wall Putty resists dampness. Does not resist dampness.
Resistance
Flaking occurs when it
Flaking No Flaking. comes in contact with
water.
Consumption of J.K. Wall Putty requires less paint due to Requires more paint due
Paint low absorption. to high absorption.
Primer Coat No primer coat is required. Primer coat is must.
Appearance Better appearance due to very high Appearance is yellowish.
whiteness of Putty. NCCBM certifies 93%
 whiteness.
High pigmentation.
Less pigment consumption yet bright
Pigmentation Consumption yet dull
colours.
colours.
Consistency in quality as it is made under
stringent quality control with tested
Consistency No consistency.
ingredients under one roof at company
premises.
Ultimate cost is less due to
(a) Long life span
(b) No Primer cost
Cost Ultimate cost is more.
(c) Less paint consumption &
(d) No use Of enamel & varnish while
preparing putty paste.

Advantages over Plaster of Paris (POP)

1. White cement based product therefore strength is more than gypsum based POP.
2. J.K. Wall Putty can be applied on exteriors/exposed surfaces whereas the same is not
possible with POP.
3. J.K. Wall Putty is very white in appearance while POP is yellowish.
4. In case of J.K. Wall Putty no primer is required before painting, whereas it is
compulsory for POP surfaces.
5. J.K. Wall Putty resists seepage while POP does not.

J.K. Water Proof :- JK Water proof is another product from JK Cements Ltd. which is ISI approved. It’s
a water repellent material in powder form which specially formulated and designed to prevent passage of
water through pore and capillaries of the concrete, thereby imparting to concrete an efficient, dependable
and durable water proofing protection against rain, ground water, moisture, dampness, humidity etc. JK
Water proof is free from chlorides and is based on material which disperses rapidly and makes a
homogenous mix with cement. It conforms with IS: 2645-1975 (Reaffirmed 1987).
It has different application.
 To protect from seepage.

Grey cement:- Company also produce grey cement. Grey cement produced by us consists of Ordinary
Portland Cement (“OPC”) and Portland Pozzolana Cement (“PPC”). OPC has three principal grades that
are differentiated by their compressive strengths, and consist of 53-grade, 43-grade and 33-grade OPC.

Product Profile:-J.K. White Cement is made of high quality Lime Stone whose saturation factor is 90%.
Following chart shows the characteristics of J.K. White Cement with respect to IS: 8042-1989
requirements.
 Characteristics IS :8042-1989 J.K. Average
Requirements Test Result Values
CHEMICAL
(a) Insoluble Residue Max 2.0 1.70
(b Iron Oxide % Max 1.0 0.35
)
(c) Magnesium Oxide % Max 6.0 2.97
(d Sulphur Trioxide % Max 3.0 2.24
)
(e) Iron Ratio Min 0.66 10.00
(f) Lime Saturation factor 0.66 to 1.02 0.95

PHYSICAL
(a) Degree of Whiteness % Min 70 87-88
(b Fineness, Blaine (M 2/Kg) Min 225 410
)
(c) Setting Time (minutes)
Initial Min 30 60
Final Max 600 135
(d Compressive Strength (MPa)
)
3 days Min 14.4 35.0
7days Min 19.8 40.0
28 days Min 29.7 55.0

Application of J.K white cement “AVENUES”:-

FOR:-
1- Decorative Process
2- Protective Process
3- Structural Purpose
4- Architecture Purpose
IN:-
1- White Colour
2- Light Colour
3- Medium Colure
4- Dark Colour
AS:-
1- Mortor
2- Plastic
3- Concrete
4- Precast Component
5- Finished Article

Manufacturing process of white cement:- The production process for cement consists of drying, grinding
and mixing limestone and additives like bauxite and iron ore into a powder known as “raw meal”. The raw
meal is then heated and burned in a pre-heater and kiln and then cooled in an air cooling system to form a
semi-finished product, known as a clinker. Clinker (95%) is cooled by air and subsequently ground with
gypsum (5%) to form Ordinary Portland Cement (“OPC”). Other forms of cement require increased
blending with other raw materials. Blending of clinker with other materials helps impart key characteristics
to cement, which eventually govern its end use.
There are two general processes for producing clinker and cement in India : a dry
process and a wet process.
The basic differences between these processes are the form in which the raw meal is fed into the kiln, and
the amount of energy consumed in each of the processes. In the dry process, the raw meal is fed into the
kiln in the form of a dry powder resulting in energy saving, whereas in the wet process the raw meal is fed
into the kiln in the form of slurry. There is also a semi-dry process, which consumes more energy than the
dry process but lesser than the wet process.

Dry process:- The basic steps involved in the production process is set out below:

All J.K. Cement plants are dry process plants. Limestone is crushed to a uniform and usable size, blended
with certain additives (such as iron ore and bauxite) and discharged on a vertical roller mill, where the raw
materials are ground to fine powder. An electrostatic precipitator dedusts the raw mill gases and collects
the raw meal for a series of further stages of blending. The homogenized raw meal thus extracted is
pumped to the top of a preheater by air lift pumps. In the preheaters the material is heated to 750°C.
Subsequently, the raw meal undergoes a process of calcination in a precalcinator (in which the carbonates
present are reduced to oxides) and is then fed to the kiln. The remaining calcination and clinkerization
reactions are completed in the kiln where the temperature is raised to between 1,450°C and 1,500°C. The
clinker formed is cooled and conveyed to the clinker silo from where it is extracted and transported to the
cement mills for producing cement. For producing OPC, clinker and gypsum are used and for producing
Portland [Pozzolana] Cement (“PPC”), clinker, gypsum and fly ash are used. In the production of Portland
Blast Furnace Stag Cement (“PSC”), granulated blast furnace slag from steel plants is added to clinker.

Production Process:-

Plant: - Company manufactures grey cement in two facilities located at Nimbahera and Mangrol in the
state of Rajasthan in Northern India. White cement is produced at our facility at Gotan in the state of
Rajasthan. Our plants have obtained many accolades and recognition, the most noteworthy being : ISO-
9001:2000 QMS and ISO-14001:2004 EMS for the grey cement facility at Nimbahera and ISO-9001:2000
QMS, ISO-14001:1998 EMS & OHSAS-18001:2005 Occupational Health and Safety for the white cement
facility at Gotan. The construction of our first most modern dry cement plant began in 1970 in Nimbahera
in Rajasthan.
The following table shows a breakdown of production of the Nimbahera, Mangrol and Gotan
cement facilities for the periods indicated.
 PRODUCTION (IN METRIC TONS)

Fiscal 2004 Fiscal 2005 Fiscal 2006 Six months ended

September 30,
2007
Nimbahera 2,323,283 2,272,760 2,414,196 1,256,942
Mangrol 570,464 718,572 912,419 493,211
Gotan 200,149 215,538 224,481 99,343

Gotan Unit (White cement):- Commenced commercial production in 1984 with an initial capacity of 0.05
MnTPA. Constant up-gradation and modernization, especially in the year 2000, saw the installed capacity
rise to 0.21MnTPA. The increase in demand for this product and focus on installed capacity backed by
state-of-the-art technology, has taken its installed capacity to 0.3 MnTPA.
Capacity utilization of around -75%. Operating profit: 30% consistently.
Recognition: ISO-9001:2000 QMS, ISO-14001:1998 EMS & OHSAS-18001:2005.

Location: Gotan, Rajasthan

Nimbahera Unit:- Commenced commercial production in 1975 with an intial capacity of 0.3 MnTPA. In
the year 1979, second production line was added to enhance the production capacity to 0.72 MnTPA. 1982
witnessed the incorporation of another production line taking the production capacity to 1.14MnTPA. In
1988 a pre-calciner was installed and the production capacity touched 1.54 MnTPA. Constant
modernization and up gradation was instrumental in bringing the plant to its present capacity of 2.8
MnTPA. Capacity utilization of around 90%can produce Up to 3.1 MnTPA with production of silicate
cement on capacity of 2.8 MnTPA.

Recognition: ISO-9001:2000 QMS, ISO-14001:2004 EMS.

Location: Chanderia cluster, Rajasthan

Mangrol Unit (grey cement):- Commenced commercial production in Dec’2005 with a capacity of 0.75
MnTPA. It’s close to Nimbahera plant (10 kms away) offers it significant synergy benefits like assistance
from technical and commercial staff of Nimbahera Complex.
Additional grinding facility of 0.25 MnTPA
 Location: Chanderia cluster, Rajasthan

Facilities:-
Product Location Capacity (MTPA)
Grey cement Nimbahera 3.25
Mangrol 0.75
Gotan 0.50*
Mudhol 3.00*
White cement Gotan 0.40
Power Bamania 15.00 MW
Nimbahera 20.00 MW (Coal-based)
Nimbahera 13.20 MW (Waste Heat Recovery)
Gotan 07.50 MW (Coal-based)*
Mudhol 50.00 MW (Coal-based)*
CUSTOMER TECHNICAL SERVICE:-Company have 30 years of experience in the Indian
cement industry, which we believe provides us with the skills to maximize production efficiency, expand
production capacity quickly and reduce costs. Over the years, company believes that company has
developed long-term customer relationships and a strong reputation for quality. In addition, company have
a proven track record of upgrading and modernizing his production capabilities efficiently, having
increased its production capacity at Nimbahera by more than 80%, from 1.54 million tons in 1998 to 2.8
million tons as of September 30, 2005. Further, company have a stable and experienced middle and senior
level management team, many of whom have been working in its cement operations for more than 20
years. Company Nimbahera manufacturing facility was chosen by the World Bank and the Danish
International Development Agency as one of the four training centers in India to serve as the “Regional
Training Center” for Northern India. There are only four regional training centers for the cement industry
in India, and company believe its operation of the training center provides us with access to state of art
training aids, live working models, and technical expertise developed by well known national and
international cement producers.
Established since commencement of production, CTS provides technical assistance
to customers in several of J.k white cement.Comapny offered various type of service to their customer and
dealer and company also setup the service station in all over India. Company also provides help line
number which really help the customer and dealer for better use of J.K cement product. Companies also
setup the head office of the technical service in Ashok Nagar, Rajasthan. CTS officers are stationed across
for promote technical services. Company setup 51 CTS offices in all over India which is present at least
three in a state.
We provide the following services:-

Specialty of Executives Specialty of Service

Experience Before purchase
Nearness to you Before application
Speaking to you During application

In order to reach our valued customer’s individually / collectively we organized fallowing events.

Technical service offered:-

  CSM- Counter service meet- in this activity company organized a show at stockiest counter to
increase the brand awareness and to respond to all sales related & technical problem faced by
consumer during the construction of their house.
 DOA- Demonstration of application- this service offers for trained and experienced application
Engineer/ supervisor/ masons and painter to give demonstration of specialized application of
variety of cement to customer.
 MTW-Masons technical workshop- it is conducted for masons throughout India for knowledge
transfer of specialized application related to construction activity.
 PAS- Product application seminar- company officers interact with the group of Architects/ engineer
& Industrial consumers for innovation and new application. Company jointly work with them to
integrate these applications in to their projects.
 PTW- Painter technical workshop- Its conducted to develop specialized application awareness
amongst painter about J.K wall putty , cement paint & white washing with white cement
application.
 SDA- Stockiest & dealer awareness application- In this service company gives the basic
information about its products, literature, packaging & trade policy to its registered dealer and
stockiest.
 EAA- External application agency recommendation to customer
 EXH- Exhibition for application interaction.
 ICC- Industrial client contact to solve their problem
 LIT- Literature based on application R&D.
 RCC- Rural customer contracts
 UCC- Urban consumer contract
 CSW- Contractors and supervisors workshop
 DIP - Downstream industry promotion for technical and managerial help to industry.

Reliable and Prompt Technical Service:-Company has also got one department named CTS department
(Customer Technical Service Department), who has got their engineers all over India. Trained technical
officers are posted in all major towns of India for any technical assistance or help such as:-
 Demonstration of Application.
 Conducting mason’s Technical Workshops.
 Conducting Product Application Seminars.
 Contact Housing Users to solve their problems.
 Distribution of Technical Literature.
 Trouble-Shooting of clients construction’s problems.

Technical Literature:-J.K. White has developed technical literature in almost all Indian languages for
ensuring paper and economic application of J.K. White Cement. It is designed on the basis of “Research &
Development” so that benefits of developing “White Cement Application Technology” by the company
reaches to all strata are of our clientele.

Regional trainig center:- Over the years, we have developed long-term customer relationships and a
strong reputation for quality. In addition, we have a proven track record of upgrading and modernizing our
production capabilities efficiently, having increased our production capacity at Nimbahera by more than
80%, from 1.54 million tons in 1998 to 2.8 million tons as of September 30, 2005.We have a stable and
experienced middle and senior level management team, many of whom have been working in our cement
operation for more than 25 years.
 Regional trainig center

CHAPTER 5:- ADVERTISING AND SALES PROMOTION

TECHNIQUE OF THE COMPANY
As we know that advertising and sales promotion technique is key element for succession of the any
product and brand. Company is well known brand name in north and south and its one of largest
manufacturing of white cement in India and it also hold the no. one position in north India in white cement
industry and it maintain its strength from 25 years because it spend huge amount in advertising in form
holding, wall painting, print media and electronic media. Company show very consciousness in the
choosing media class and sub class. Company also adopted attractive strategy which attracts the dealer and
attracting pricing strategy and scheme for consumer. And company makes a marketing strategy which
considers the entire factor such as dealer, distributer and its final consumer.

Marketing strategy of J.K white cement:- we shall profile the cement sector and j.k cements standing
within the industry by applying Michael Porter analysis.

Entry barriers (Medium): - Cement manufacturing is a capital- intensive business requiring large infusion
of capital for its setup. To put things in prospective, to set up a cement plant, Rs 3,500 per ton of
investment is required thus high capital investment in itself is a big deterrent or entry barrier. Moreover,
huge distribution network is required to ensure timely availability of the product now a days, captive power
has become a necessity to ensure smooth functioning. Thus setting up power plants for captive purposes
indirectly calls for the availability of coal linkage issue, which may also act as a hindrance. Access to
limestone reserve (principal raw material for the manufacturing of white cement) also acts as a significant
entry barrier. The sector operates with high level of fixed cost (maintenance cost is around US$ 5 per ton
annually) and therefore volume growth is critical.
Thus fixed cost and captive- intensive nature of the industry and the need for a big distribution
network are the real entry barriers. Recently, backward integration among non-cement manufacture has
also gathered pace. For backward integration, there exists two reason- one being use of big slag (slag is a
waste material of steel manufacture companies used in cement manufacturing) and the second cash on the
tight demand supply distribution.

Intensity of Rivalry (Medium to High): - apart from capital- intensive nature of the industry, access the raw
material (limestone and coal) and end user market are equally important factor for long term perspective.
That away, JK cement presence in northern region is justified. By being in north, it has access to key raw
material- limestone. Primary input such as limestone availability has led to cluster formation, which has
resulted in competition on a regional basis. However, with the advent of split grinding units and RMC
(ready mixed concrete) concept, catering to nearby regional demand has become easy. Further, the
infrastructural activities planned by the government have created heightened demand for cement. Owing to
this factor, players have started venturing in to newer regions to create a pan India presence.
Thus, in such markets strong distribution network is must. Now a day, to differentiate their
product, companies have started Brand building exercise. JK cements brands- JK white cement, JK water
proof, JK wall putty are well recognized in the northern region and it being one of the largest manufacture
of white cement in India. Its enjoys high brand recall and has emerged as a preferred choice of retailer as
well as institution and other companies who make bulk purchase for their ongoing project.

Availability of the substitute (Low):- though on a minuscule basis, bitumen in road and engineering plastic
in building offer some element of competition, cement is an indispensable part of any construction activity.
Cement being a commodity. There is no differentiation to speak of between the basic products. Although
branding is gaining momentum, it’s still the timely availability that’s sets apart the performance of the
company. JK cement caster to more than 1400 industrial consumer Its distribution channel is extensive
with 64 ware house 4000 retailers network and marketing team of 79 member of white cement and101
member of grey cement.

Bargaining power of buyers (Medium):- As there is no substitute for the commodity the bargaining power
of buyers should be low, however, owing to increased competition and cyclical nature of the product,
buyers of the product do have option.
The grey cement segment is more crowed as compared to white cement, which leads to heightened
competition. On the other hand, white cement segmented is dominated by a chunk of player. Owing to this,
the company product in the grey cement segment are competitively priced, while white cement segmented
on account negligible competition, provides cushion to the company margins and also helps to boost them.

Bargaining power of suppliers (Low to Medium):- There is no substitute for key raw material, limestone to
manufacture cement. Licensing of the limestone and coal reserve, supply of power from the state grid
availability of railway for transport are all controlled by a single entity, which is the government, However,
these days producer are relying on the captive power, but the shortage of coal and rising fuel price remain
concern.
In term of securing raw material, JK cement is well placed as its current limestone reserve
can support current as well as planned capacity (9 MTPA by FY 09) over the next 40 years. However,
currently the company sources its power requirement from the state electricity board, the cost of which is
considerably
High. To negate this, the company is setting up a waste recovery plant and petcock plant to meet energy
requirements which in turn will arrest cost pressure on margins.
With volume growth remaining strong and prices firm, many players have entered this
sector to explore the available opportunities. With the boom in housing sector and infrastructural activities,
every player has lined up expansion or modernization plans to cater to the incremental demand. MNC’s
have also been eyeing the emerging markets. Few global major such as Holcim and Heidelberg have opted
the inorganic away, while Lafarge is exploring organic route.
Like other domestic and global players, JK cement has also lined up capacity
expansion plans to maintain and the improve its market share and strength its position. Since cement is a
regional play on account of its high fright costs the company should not have all its plants concreted in to
one region. It should have a geographical spread so that adverse market condition in one region can be
mitigated by high growth in the other region.

Marketing concept of company :- business philosophy has experienced three major shift during the
history of commerce in the United state. It has moved from a production orientation to a sales orientation
to the current consumer orientation. Each of this philosophy has reflected the economic environment of its
time.
From the early years of the country in to the late 1920s, businesses had limited
production capacity and continuous demand for their products, under those circumstances; it was inevitable
that the prevailing philosophy would be “produce as much as you can and it will sell”. Business goals
based on that belief naturally focused on production. Marketing concerns were limited to order taking and
product distribution.
With the introduction of mass production in the late 1800s. The gap between production and
the demand for goods and services began to narrow. By the 1930s, production capacity had caught up with
and, in many areas exceeded demand. In order to maintain or regain production and sales levels, business
adopted sales – oriented philosophy. This philosophy held that “if you do enough advertising, promotional
activity and direct selling, you can persuade the market to buy all of your output.” Initially companies
capitalized on the emergence of the radio as an advertising vehicles and the employment of large sales
forces to reach prospective customer in new market. In the 1940s the introduction of television enabled
them to expand sales effort even further.
After the end of the World War II (1939-1945), two forces combine ato crate an explosion in
demand of goods and services. One was the pent up demand for product resulting from wartime shortage.
The other was the enormous added demand generated by the return GIs who were establishing new homes
and families. The spending boom caused by these forces was sustained by the baby boom and increased the
standard of living that fallowed. At the same time, war time production capacity and technology
developments were shifted to civilian applications, production continue to increase, and new venture were
formed to take advantage of the opportunity.
The net result of all this economic activity was heavy competition for the consumer dollar.
Business came to quickly realized that if they are going to get their share of those dollors, they were going
to have to become more consumer- oriented. This change in the philosophy become known’s as marketing
concept.
Although this philosophy taking shape for nearly seven years. It was not articulated until it appeared in
the 1952 annual report. One widely used definition evolving from the reports description is “an
organization- wide consumer orientation with the objective of achieving long – range of profitability”. As
the definition implies, there are three parts of the marketing concept. They are...

1- A customer focus:- the marketing concept being with the premise that the starting point for business
decision is the customer needs and wants. Those needs and wants are carefully researched and thoroughly
analyzed. Then, goods and services are identified or developed to satisfy them.
In many cases, a consumer stated needs and desire are limited by a very narrow
perception of what is possible. Firm often need to determine what “futuristic” products and service would
satisfy latent need and wants of which consumer are not yet aware. Many popular products such as IPod,
cell phones with camera and signing birthday card were not envisioned by consumer 20years ago. To
successful implement of the marketing concept an organization must search the short- term desire and long
term needs and wants of their potential consumer.

2-long- term organization success:- the marketing concept dictates that goods and services made
available by a business must be produced and marketed so as to meet the long- term goals of the
organization. In most business this would include the profit objective that is integral of the survival and
growth of a business. Without it, the business would not be available to serve the needs and wants of the
consumer. Other objective, however, may include market share, sales growth or new product success.
Many successful nonprofit organizations, such as the Red Cross, effectively use the marketing concept.

3- A total company effort:- effectively implementation of the marketing concept requires involvement of
the employees from all department at all level of the business. Training must be provided and employees
must be motivated to achieve the common goals of maximum customer satisfaction and the long term
organization objective.

Executing the marketing and advertising strategy: - Businesses that have embraced the marketing
concept have found that this concept has had a strong impact on sales. They have also found that, in many
respects, this concept has changed the way they operate. Most of the changes in management practices
have been related to changes in thinking inherent in the marketing concept. These include making decision
on the basis of customer needs and wants instead of production schedule and sales goals, Encouraging
every employee to take an active interest in all aspect of the business and focusing managers to think
through what they are going to do and their reason for doing it.
Changes in marketing activities that have occurred under the concept
involve both marketing strategy and marketing function. Market research has become a prominent tool to
data gathering and determining customer needs and wants and to provide feedback on company
performances are used more effectively. Special attention has been paid to product quality and to tailoring
to services as well as products, to customer preferences. The customer’s interest has been designated as the
first priority in all marketing activities. In selling for example, helping the customer has been given greater
emphasis than getting the sales. In addition the search for innovative away to reach and serve the customer
has been ongoing enterprise.
Changes in production brought about by use of the marketing concept, such as
closely controlled inventories, have centered on efficiency , changes in operation, such as extended hours
and immediate delivery, have focused on convenient products availability. Additional changes in business
practices have been aimed at cost control to give customer maximum value for the price to pay. A growing
interest in the societal marketing concept recognizes the possible conflict between short term customer
wants and the long–run welfare of consumer and society. Lawsuits against the tobacco industry and in
some cases, the fast food industry, along with the other firms, demonstrate this conflict. Although these
firm were satisfying the wants of consumer at that time, the long-term harmful result of using the products
on those consumer and society have caused many to promote the societal marketing concept. This concept
is based on satisfying consumer’s need and wants in a manner that would also maintain or improve the
long-term welfare of the consumer as well as the well being of the society.

Sales promotion technique with 7P’s of marketing:- once company developed marketing strategy in the
new market or existing market then company should used “7 P’s Formula” to continually evaluate and
reevaluated the their business activity. As products, market and consumer needs change rapidly, you must
continually revisit these 7P’s to make sure sales department on track and achieving the maximum results
possible for you in today market place.

Products:- To began with, develop the habit of looking at your product as trough you were an outside
marketing consultant brought in to help its company decided whether or not’s it’s in the right business at
this time . Ask critical question such as, “Is your current product or service or mix of products and services,
appropriate and suitable for the market and the customer of today?”
Whenever you’re having difficulty selling as much of your products or services as you’d
like, you need to develop the habit of assessing your business honesty and asking, “Are these right
products or services for our customers today?”

Price:- The second P of this formula is price. Develop the habit of continually examining and reexamining
the price of the product and services. Company sells to make sure they’re still appropriate to the retailers of
the current market. Sometime company needs to lower its price and some time it may be raised the price.
Many companies have found the profitability of certain product and services do not justify the amount of
effort and resources that go in to producing them. By raising their prices, they may lose a percentage of
their customer, but the remaining percentage generates a profit on every sales.

Promotion: - The third element in marketing mix is promotion. Some time you need to change your term
and condition of sales, sometime by spreading your price over a series of months or years. Company can
sell far more than you are today, and the interest you can charge will more than make up for the delay in
cash receipts. Sometime company combines the products and service together with special offers and
special promotion. Sometime company can include free additional item that cost you very little to produce
but make its prices appear for more attractive to its customer.

Place: - The forth element in marketing mix is place. In business as in nature, whenever you experience
resistance or frustration in any part of its sales or marketing activities, be open to revisiting the area. Be
open to the possibility that your current pricing structure is not ideal for the current market. Be open to the
need to revise its prices, if necessary to remain competitive , to survive and in each case, the entrepreneur
must make the right choice about the very best location or place for the customer to receive essential
buying information on the product or services needed to make a buying decision.

Packaging: - The fifth element in marketing mix is packaging. Company developed the habit of standing
back and looking at every visual element in the packaging of their product or service through the eyes of
critical prospects. Remember, people from their first impression about it are within the first 30 seconds pf
seeing its or some element of its company. Small improvement in the packaging or external appearance of
its product or service can often lead to completely different reaction from their customer. With regard to
the packaging of company product and services. Company should think in term of everything that the
customer sees from the first moment of contact with its company all the away through the purchasing
process.
Packaging refers to way its product and service appears from the outside. Packaging
also refers to its people and how they dress and groom. It refers to its offices, its waiting rooms, its
brochures and its correspondence and every single visual element about its company.

Positioning: - The next P is positioning. Company should develop the habit of thinking continually about
how you are positioned in the heart and minds of customers. How do people think and talk about you when
you’re not present? How do people think and talk about your company? What positioning do you have in
your market, in term of specific words people use when they describe you and your offering to others?
In the famous book by Al Reis and Jack Trout, Positioning, the author point out that how you are seen
and thought about your customer is the critical determinate of its success in competitive marketplace.
Attribution theory says that most customer think of you in terms of single attribute, either positive or
negative. Sometimes its “service” and sometime its “excellence”. company developed the habit of thinking
about how are you could improve your positioning.
People: - The final P of the marketing mix is People. Company developed the habit of thinking in term of
people inside and outside of your business who are responsible for every element of your sales and
marketing strategy and activities. It’s amazing how many entrepreneur and businesspeople will work
extremely hard to think through every element of the marketing strategy and the marketing mix, and then
pay little attention to the fact that every single decision and policy has to be carried out by a specific
person, in a specific away. Your ability to select, recruit, hire and retain the proper people, with the skill
and abilities to do the job you need to have done, is more important than everything else put together.

Consumer Based Brand Equity model of J.k white cement: - Company positioning their
brand JK white cement as “The Perfect White Cement”. JK white cement operations began in the year
1984 at Gotan, Rajasthan, India. Today the plant produces 250,000 tons per annum of “The Perfect
International White Cement”. J.K white cement works incorporates the technical expertise of F.L Smidth
& Co. Denmark, Worlds leaders in white cement technology. The plant has pioneered process and quality
control systems in white cement manufacturing that are unique and consistent. State-of-the-art-technology
with continuous on-line control by micro processors & X-rays ensure that only the purest white cement is
produced.

BRAND SALIENCE:- Brand salience measures awareness of brand. Brand Salience refers to the depth
and breadth of brand awareness. While depth talks about how easily the brand is recalled. Breadth talks
about the range of purchase and usage situations that this brand has been recalled.

Depth of Brand Awareness:- When customer go for the construction or repair or for white wash of his
house and also he want to decorate his kitchen, bathrooms etc with tiles or marble the first thing In his
mind is that the it will provide me light and brightness in the rooms. Then he just go for white colour. This
whiteness is what he need and also a strong material. J.K. White cements the only name customer
remember that that time, although there is other brand which is very popular i.e. Birla white cement. But
the recall value of J.K. White cement is more. And also the tag line which customer remember when he
think of whiteness i.e. “J.K. White Cement- the Perfect White Cement”. It is easily recognized by its brand
elements be it its logo and its punch line. J.K.

Breadth of Brand Awareness: - Customer easily recalls J.K. White cement whenever I think of White
Cement. J.K. White Cement in India positioned itself as quality premium cement. The punch line is also
very catchy “The Perfect White Cement” and the ad campaign is also very catchy “Apni Kalpanaao ko
saakaar kijiye”. In India J.K positioned it in the rich and upper middle-class customers but to reach middle
and lower class customers j.k launched the cement in small packets of 1kg, 5kg, 10kg.

Brand Performance: - Brand performance describes how well this brand provides the basic functions of
the product or service category. And many questions arise in my mind like: To what extent does this brand
have special features? How reliable is this brand? How effective is this brand’s service—does it completely
satisfy your requirement? Compared to other brands in the category in which it competes, are this brand’s
prices generally higher, lower, or about the same J.K. White Cement is a reputed brand and globally
accepted for its quality and whiteness, silky finish and magical strength. J.K. White Cement has always
emphasis on "Quality, Availability and value of product". It has high-quality because it consistently
satisfies customer requirements. J.K white cement is consistent in its quality and its features like silky
finish and strength. I found that J.K. reached to every place in India and also in different pack sizes. Apart
from this J.K. cement introduced the paper packing for white cement to prevent it from moisture content.
So, It will give me assurance regarding the quality. J.K. white cement introduce some schemes to provide
discounts, they put the plastic coins in the cement bag with exchange of that the shopkeeper give the
money. This is again; give me a feeling of discount on their part. The company provide the details
information on the pack that how to use effectively this cement. J.K. continuously innovates its products
according to the changing preferences customers for example J.K. white putty, J.K. water proof etc. . . .
Brand Imagery: - Brand Imagery refers, how do you describe this brand? To what extent do people you
admire and respect use this brand? Can you buy this brand in a lot of places? This also refers to intangible
aspects of the brand such as User Profiles, purchase and usage situations, personality and values, history,
heritage, and experiences. Following are some of the brand imagery features of J.K. White Cement:-

 It means the J.k. white cement is most popular brand in the area of construction.
 When customer goes for the white cement purchase then the first name that customer think is J.K.
White cement.
 If customer has to repair my wash basin and filling the gaps between tiles then customer purchase
this cement because he have faith on its strength and finishing.
 As a brand customer imagine this as a premium and quality.
 The company has an experience of over 30 years in the field of cement.

The brand personality of J.K. white cement depicts whiteness, silky finish and strength. The Usage of white
cement is in different areas like tiles, painting, marble, roof proofing and making designs on roof etc... I
can say that it is used at every construction site.

Brand Judgements: - Brand Judgments are customer’s personal opinions about the brand, it also asks
about your assessment of the product quality of this brand among other brands. To what extent does this
brand fully satisfy your product needs? Does this brand offer good value? I as a customer value J.K. White
cement is a premium and quality brand. It is also changes as per market requirement. It has strength and
has silky finish also. I am confident that this material is reliable and durable and I get value if I spend
money on this.

Brand Feelings: - J.K white cement gives a feel of trust, durability, reliability and strength. Apart from
this, it also gives a feeling of coolness because of the whiteness. It depicts the cleanliness and brightness. It
is also very silky in nature that is necessary for the finishing. The symbol we see shows the strength in it as
customer see the characters are broad. J.K. white cement always be with the customers and available easily
so, it’s in the reach of every person. The company’s image also reflects if we find that company also thinks
for customer, this trust generated with introducing new packaging in market.

Brand Resonance: - Brand Resonance describes the extent to which customers feel that they are in sync
with the brand. J.K white cement has successfully established in the Indian market especially in northern
region. J.K agencies and distribution centres are all around the country which proves customer loyalty to
this brand. J.K white cement seems to relate with feelings of the customers because in festivals like
“Diwali” people used to white wash their homes. Customers see this brand as strength, trust, durable and
reliable and the brand that respects their values. J.K. white cement also organise events for public
awareness regarding use of cements and also do social services for the welfare of the society that creates a
sense of community and active engagement with the society.

Company adopted different type of advertising and sales promotion technique: - There are various
type of sales promotion and advertising strategy adopted by the company but some major sales promotion
technique is describe below.

Wall Painting: - Company huge finance invests in the wall painting for promotion of its product and
services.

TV adds: - Company knows that it have grate competition with Birla so company huge finance in
advertising in electronic media.

Outdoor Advertising: - Company also advertised their product and services through outdoor media such as
glow shine for creating and reminds the customer.
After sales service:-Company also provided the free training after the selling of the products for the better
use of the product which is a very strong sales promotion technique.

Mode of Advertisement:- Company knows that advertising is the very important tool of the succession of
any product and service so company invest all the media and media sub class to compete the competitior
product and services.
Following chart shows the percentage of investment is made in different media class.

Mode of Advertisement
WAL
L T/V
PAIN Ads.
COM TING 35%
PLEM S
ENTA 15%
RY GLO NEW
GIFT W S
S SIGN PAPE
22% BOA R
RDS 16%
12%
 CHAPTER 6:- MARKET STRUCTURE AND DISTRIBUTION
CHANNEL
POSITIONING OF THE MARKETING DEPARTMENT:- Marketing plays a vital role in
the success of any organization. After making an investigation of demand and customer preference J.K.
White Cement has divided its distribution network into four zones:-

 East Zone
 West Zone
 North Zone
 South Zone

These zones are governed by zonal offices. Zones which have a wide range of distribution network zones
have been fixed according to the number of stockiest in the various cities of zones.
Company’s head office is at Delhi decides the monthly target of
various zones and they further distribute sales target to the various stockiest who procure the cement by
placing their order at the corporate office of the company. The stockiest places the order by using the order
form in which they give complete details of the quantity and the type of packing they require. At the time
of allotment the company accepts the security deposits from the stockiest, which varies according to the
various cities. They have divided the cities in to four classes A, B, C and D and security deposit varies
accordingly. All the reports and accounting work is carried out by the zonal office as well as the Head
Office. The marketing department of the respective zones performs the job of collecting payment from
various stockiest.

Key Market Area:-

Key Market Segment

19% 21%
Rajasthan
Haryana
Delhi & U.P
Punjab, M.P & Gujrat

27%
33%

Location of the marketing department:-

WEST ZONE:-This zone is governed by the Regional Manager (West) from Mumbai. They have
Marketing Executives in the fallowing places:-

1) Mumbai
2) Pune
3) Indore
4) Nagpur
5) Nasik
6) Akola
7) Jabalpur
NORTH ZONE:-Marketing Manager, Delhi reporting to Vice President Marketing, governs this zone.
The companies have their executives in the fallowing places:-

1) Delhi
2) Chandigarh
3) Ghaziabad

CENTRAL ZONE:-This zone is governed from the Head Office, Kanpur by an Assistant Marketing
Manager. They have appointed Marketing Executives in the fallowing places:-

1) Head Office
2) Eastern U.P.
3) Ghaziabad
4) Agra
5) Gwalior

SOUTH ZONE:-The Area Marketing Manager governs this zone at Bangalore. J.K. White Cement has its
Executives in the fallowing places:-

1) Madurai
2) Coimbatore
3) Chennai
4) Cochin
5) Hyderabad
6) Belgaum

EAST ZONE:-In this Zone the Marketing Executives are placed in the fallowing places :-

1) Kolkata
2) Ranchi
3) Patna
4) Guwahati

RAJASTHAN:- This state is directly monitored & governs by Gotan Works.

1) Gotan
2) Jaipur
3) Née much

DISTRIBUTION CHANNEL:-The concept of marketing channel has been defined as the route taken by
products as they move from the producer to the consumer. The middlemen may focus on different
middlemen needed to get the product to the ultimate consumer.
When a marketing manager sets out to distribute his white cement in a market, he
formulates his distribution objectives to achieve those objectives, some distribution tasks need to be
perforation. Efficient and effective performance of these tasks calls for the channel members who can
perform them with differential advantage. The channel design is the development of marketing channel to
achieve distribution objectives.
Marketing channels are set to interdependent organization involved in the process of making a
product or service available for the use or consumption. There are two types of marketing channels used in
White Cement Industry.
AGAINST STOCK TRANSFER:-In this the consignment is sent to the dumps from the factory. The
stockists lift the required quantity from the dumps. The retailers purchase the required quantity from the
stockist and at last the consumers purchase white cement from the near by retailers.

FACTORY

DUMPS

STOCKISTS

RETAILERS

CONSUMERS

AGAINST ‘C’ FORM:- In this process the company collects C form from stockiest or
industrial consumer and required quantity delivered directly from the factory.

FACTORY

Against ‘C’ Form

STOCKIST INDUSTRIAL
CONSUMER
 LIMITATIONS
Certain limitations were experienced at different level during the project study:-

1. Finding of the study which was done at Kanpur city may not be applicable to other parts of the city
may not be applicable to other parts of the country because customer taste, preferences and
behavior varies from place to place, depending upon socio-economical and culture background or
we can say due to the demographic factors.
2. I found some times difficulty in getting response from the customers due to inherent human
tendency or because of lake of time.
3. The unavailability of data from secondary source also proves limitations for me.
4. There is hardly any information about white cement market been found in any magazine,
Newspaper etc?
5. Place was a constraint, as only few places were covered.
6. As the sample size was small, so they may be different in regard to the total population.
7. No-response was the serious limitations.
8. There was no measure to check that biased information was not present.
9. Paucity of time with dealer & sub-dealer made them to provide quick information rather than
precise information.
 CONCLUSION

1. As far as market demand of White Cement is concerned J.K. is ahead of Birla but in case of Wall Putty
Birla is on the notch.

2. Awareness level is good for J.K.

3. Price is not a competitive factor because both the brands are coming with same price tag.

4. Major application of white cement is – Mosaic Tiles and Terrazzo Flooring.

5. In case of publicity Birla has an upper edge over J.K.

6. Company representative service of Kapoor Marketing (marketing firm of J.K.) is not good Birla is
quite good in it.

7. The promotional schemes of J.K. is not seems to be effective.

8. Advertisement in the form of Glow Signs & Hoardings seems to be less effective than personal visits
and wall paintings.

9. T/V advertisement is most demanded promotional activity by the respondents.

So overall the respondents want that the company should upgrade its marketing style as well as
the advertisement budget.
 RECOMMEDATIONS

1- The company is advised to spend more an advertisement through proper and effective medium of
advertisement.

2-The Company must put hoarding at the most busy place in the city and provide glow sign boards to the
dealer and retailer.

3- There should be a regular company executives visits to the dealers.

4- Only one marketing firm and distributor for a big city like Kanpur is not enough it should be increased
to
3 to 5.

5- Company should increase the quality of wall putty in terms of Binding Power.

6-Provide incentive schemes to the Dealers and sub-dealers.

7-There should be a gift coupon inside the various packing for the Masons.

8-Company should increase awareness of different application of white cement among people.

9-More aggressive & comparative promotional campaign keeping in focus the only competitor Birla. More
emphasis should be laid on TV & News Paper Ads.

10-Company should make changes in its marketing strategy and should appoint a Brand Ambassador for
Promotion.

11-Company should organize a monthly interaction with masons/ painters to get them acquainted with the
trends and uses of White Cement.

12- Number of meeting with the dealer and retailer must be checked regularly and available programme
such as DOA must be held frequently at different location of the city to provide right education to painter /
mesons etc. regarding correct application of J.k white cement and wall putty.
 BIBLIOGRAPHY

* www.Jk-white.com

* www.indiainfoline.com

* www.google.co.in

* C.R. Kothari – Research Methodology

* Philip Kotler - Marketing Management

* Marketing Research by Boyd and C.L Gupta