Dalmia Cement to focus on retail space

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KOLKATA: Puneet Dalmia-led Dalmia Cement, one of the top cement companies in the country, will increase its focus on business-to-consumer (B2C) segment and is rebranding itself as RCF (roof column foundation) expert.
The rebranding, instead of the current ‘Future Today’, is part of a plan to grow faster than industry. Dalmia Cement COO Sameer Nagpal said the company has set a growth target of 14-15% over the next few years, against an expected industry expansion of 10%.
The idea is to focus on retail customers, with the share of B2C projected to increase from 65% of its topline to 70%.This is also seen as a catalyst to achieve carbon neutral status by 2040, Nagpal said.
The demand in the retail segment is mainly for blended cement, which has a lower carbon footprint when compared with non-blended (OPC) cement, he explained. Currently, blended cement accounts for 84% of the company’s production.
Having roped in actor Ranveer Singh, Dalmia Cement is stepping up focus on brand building and has lined up roadshows in 75 cities about new initiative. New brand positioning of the company, RCF Expert, was designed by Rahul Kansal.
Nagpal said special attention is being given to tier 2 and tier 3 towns, along with other areas with untapped potential. “The metro cities are majorly dominated by real estate players, which for the industry is mostly B2B. So, our focus will be on smaller towns, where people construct individual houses.” Dalmia Cement now has 45,000 strong dealer strength. “In order to support the retail initiative we will have 600 technical people and 150 tech vans across the country, which can give advice to customers,” COO added.

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