The new promoters are taking aggressive steps to establishing the identity of the new brand
A little over a year after cement maker Lafarge India became Nuvoco Vista, its new promoter, the Patels of Nirma, are taking aggressive steps to establishing the identity of the new brand.
Investing in captive power capacities and debottlenecking as well as spending significantly on marketing by sponsoring an Indian Premier League (IPL) team.
"After the Patels took charge of Lafarge, the name change of the company was made in April 2017. Since the acquisition, the new owner has invested in captive power plants, in debottlenecking of our capacities, which will help in our cement throughput. Our capacities at our own plants are 11.5 million tonne and another 0.8 million tonne would get added through debottlenecking next year," Madhumita Basu, chief of marketing at Nuvoco told DNA Money.
As part of a major push to the Nuvoco brand, the company is associating with an IPL team, for which an announcement is expected today.
The capacities of Nuvoco are spread over North and East with integrated plants in Rajasthan and Chhattisgarh and grinding and blending units in Haryana, Jharkhand and West Bengal.
Apart from retail cement, concrete is a major business for Nuvoco, consisting 30% of its sales.
The division has been winning contracts for supplying concrete for several metro rail projects in cities like Mumbai, Noida and Jaipur.
Parent Nirma Ltd, on its own, has a standalone installed capacity of 2.28 million tonne for cement and 1.48 million tonne for clinkerisation, and sells cement under the Nirmax brand through a network of over 1,000 dealers.
There are no immediate plans to merge that plant with Nuvoco though some of Nuvoco's products are manufactured at that plant, Basu said.
Nuvoco is also investing in product innovations at its 17,000 square feet construction and development centre, which has developed among other things, an innovative cement product that incorporates micro-fibres.
Nirma, through its wholly-owned subsidiary Nirchem Cement, had acquired from Lafarge Holcim group 100% stake in Lafarge India Ltd at an enterprise value of over Rs 9,000 crore in October 2016.
CONCRETE PLANS
- The promoters are investing in captive power capacities and debottlenecking
- The company is also associating with an IPL team, for which an announcement is expected today
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