1

Project Report

of

Andhra Pradesh Corporate Office Bharathi Cement Corporation Pvt. Limited, H.No.8-2-696, Carmel Point, Road No.12, Banjara Hills, Hyderabad – 500 034. Tel: 040-30006999 / Fax: 30006977.

Factory Bharathi Cement Corporation Pvt. Ltd Nallalingayapalli Village, Kamalapuram Mandal, Kadapa District. Pin: 516 289. Tel: 08563-200400/200411

Submitted by VIJAYA KUMAR R

092A1E0041 SVCCS

S.V COLLEGE OF COMPUTER SCIENCES

EATHABAR PALLY, MOINABAD

SEMINAR REPORT ON BHARATHI CEMENT

SUBMITTED BY

VIJAYA KUMAR R

Declaration

I under signed by declare that the project report entitled on

BHARATHI CEMENTS and this project is submitted to

SVCCS. The above report is drafted by me and is original

work of my own.

Vijaya Kumar R

INDEX

SL.NO TITLE PAGE NO

1. Introduction 1

2. Background of the Promoters 2-3

3. Activity 4

4. Products 5-6

5. Infrastructure 7-12

6. Manufacturing Process 13-14

7. Packing 15-16

8. Market 17-18

9. Promotion and Distribution 19-20

10. Production Turnover 21

11. Acquisition 22

12. Competitors 23

13. SWOT Analysis 24

14. Conclusion 25

15. Bibliography 26

1

INTRODUCTION

About the Company

Founded by the promoters of Sakshi Telugu Daily & Sakshi TV, Bharathi Cement

Corporation Pvt. Limited produces superior quality cement which helps you to set new

standards in construction. Driving this venture is a dynamic team led by Sri Y.S. Jagan

Mohan Reddy and senior professionals with vast experience in power, cement and

infrastructure.

Vision

To be one of the most respected companies in India

Recognised for challenging conventions and delivering on our promises.

Mission

To partner our customers in building the best, by delivering superior quality cement

that is produced with best in class technology.

Breif history

Bharathi Cement Corporation Private Limited was established in Andhra Pradesh in May,

1999 with the main objective of undertaking the activity of manufacturing of cement. The

Company was promoted by Mr. Y.S.Jagan Mohan Reddy, who has vast experience in cement

industry. The main activity of the company is manufacturing Ordinary Portland Cement

(OPC) and the manufacturing facility is located at Nalla Lingayya Palli Village, YSR Dist of

Andhra Pradesh with an installed capacity of 2.5 million TPA. It produces all grades of

cement i.e. OPC, PPC and SRC (Sulphate Resisting Cement) and established its brand

„BHARTHI‟.

The company has wide market distribution network all over Andhra Pradesh, Tamil Nadu,

Karnataka and Kerala. It has around 800 strong dealers network for distribution and sale of

cement. The customers of the company include L&T, AP Genco for Jurala and Tailpond

Hydel Power Projects, NTPC, NMDC and all major infrastructure companies in South India.

2

BACK GROUND OF THE PROMOTERS

YS JAGAN MOHAN REDDY

CHAIRMAN

Bharathi Cement Corporation Pvt. Limited Founded

by the promoters of Sakshi Telugu Daily & Sakshi

TV, Bharathi Cement Corporation Limited

produces superior quality cement which helps you

to set new standards in construction. Driving this

venture is a dynamic team led by Sri Y.S. Jagan

Mohan Reddy and senior professionals with vast

experience in power, cement and infrastructure.

Board of Directors

Name Of The Director Designation

Jella Jagan Mohan Reddy Whole-Time Director

Honnappanahalli Veeranna Eswaraiah Director

Harish Chenna Veerappa Kamarthy Whole-Time Director

Yeduguri Sandinti Jagan Mohan Reddy Director

Amtur Narayan Prakash Rao Director

Jean Ulrich Thierry Mieg Director

Jacques Marie Merceron Vicat Director

Guy Dominique Louis Sidos Director

Eric Gerard Bernard Holard Director

Ravinder Reddy Madadi Whole-Time Director

Rodolphe Yves Revel Director

Balaji Govindappa Whole-Time Director

Oberle Markus Director

Venkateswara Reddy Rachamallu Secretary

3

Orgnization structure of the Company

Purchase

Manager

Purchase

Assistant

GM Sales

Regional

Sales

Manager

Distributor

Dealers

Retailers

Junior

Accountant

Accountant

Chief

Accounts

Manager

Operation

Manager

Service

Manager

Product

Manager

Import

Manager

Chairman & Managing

Director

Y.S.Jagan Mohan Reddy

Executive

Director

Director-

Finance

Director-Sales

Director-

Purchase

Purchase

4

ACTIVITY

The activity of the company involves production of Portland Pozzolana Cement (PPC), which

is a blended cement produced by grinding the clinker, gypsum and pozzolanic materials and

thoroughly blending them in certain proportions.

5

PRODUCTS

OPC 53 Grade

Ordinary Portland Cement 53 grade is manufactured by inter grinding of high grade clinker

(with high C3Scontent) and right quality gypsum in predetermined proportions. The cement

produced gives high early strength and excellent ultimate strength.

Advantages

Speedy construction

Durable concrete

Economic concrete mix designs

Low percentages of alkalies, chlorides, magnesia and free lime leads to the production

of durable concrete.

OPC 43 Grade

Ordinary Portland Cement 43 grade is manufactured by inter grinding of high grade clinker

(with optimum C3Scontent) and right quality gypsum in appropriate proportions.

Applications

All types of R.C.C.works

Residential and commercial complexes

Industrial structures

Bridges, dams, irrigation works

For highways, runways etc.

PPC

Bharathi Portland pozzolana cement is a premium composite cement manufactured by inter

grinding of high quality clinker, carefully selected High reactive Silica (HRS) obtained from

electrostatic precipitators with right quality gypsum.

6

Advantages of PPC Cement

Low heat of hydration

Resistance to sulphate attack and chloride attack

Resistance to alkali silica reaction

Reduction in water demand

Reduced bleeding due to high fineness of cement

Pore refinement leading to improved density of concrete

PSC

Bharathi Portland Slag cement is manufactured by inter grinding high quality clinker with

carefully selected, good quality slag purchased from major steel plants and using high quality

gypsum.

Applications

Mass concrete works

Marine works

Residential and commercial high rise buildings

Industrial structures

Suitable for wide range of applications as a substitute for OPC

7

INFRASTRUCTURE

State of the art plant

Ultramodern Plant

Bharathi cement corporation Limited has set up most

modern cement plant with state of the art technology at

Nallalingayapalli, Kamalapuram mandal, Kadapa district

of Andhra pradesh.

This area is known for its superior quality Narzi lime

stone deposits , possessing high lime content that gives

high early strength and ultimate long term strength. Another characteristic feature of this lime

stone is low alkali, magnesia and low chloride contents which are highly desirable parameters

for concrete durability

The state of the art technology adopted at the plant consists of Vertical Roller mill of

LOESCHE, Germany for grinding of cement to achieve the optimum fineness, and controlled

particle size distribution of cement particles

German Technology

The Bharathi Cement plant has the most advanced Vertical Roller Mill (Type 63.3) from

LOESCHE, Germany. This mill has a capacity of producing 360 tons per hour and is

equipped with a 6,700 KW gear box.

The mill is designed to produce a range of high quality cements such as Ordinary Portland

Cement (OPC), Portland Pozzolona Cement (PPC),Pozzolona Slag Cement (PSC) and

Ground slag at varying fineness. It has a rated capacity of 360tph OPC at 3000 Blaine and

300tph of ground slag at 4000 Blaine

Homogenized mining

Online process control

Exclusive R&D facility for continuous product improvement

8

VRM Cement mill-The largest in the world

Loesche vertical roller mills are the most efficient mills in the world and achieve very high

throughputs. They are extremely maintenance friendly. Service tasks can be carried out

quickly. Downtimes are reduced to a minimum.

The Loesche grinding principle combines a horizontal grinding table with large tapered roller

under hydropneumatic loading- the best possible compromise between output and wear. The

product quality can be enhanced by altering the classifier speed. All Loesche mills can be

started with grinding rollers raised. Metal to metal contact between grinding parts does not

occur. Their quiet, smooth operation is appreciated.

In Bharathi Cement the most advanced vertical roller mill from Loesche, Germany has been

commissioned. The mill has a capacity of producing 360 MT/hour and is equipped with 6,700

Kw gearbox. The mill is designed to produce a range of high quality cements such as

Ordinary Portland Cement, Portland Pozzolana Cement, Portland Slag cement and ground

slag at varying fineness. It has a rated capacity of 360 tph opc at 3000 Blaine and 300 tph of

Ground slag at 4000 Blaine. The high flexibility of the system enables to produce cements of

6 different types from the same mill. Switching from one product to other can be done with in

minutes.

The great flexibility of Loesche mills:

A 6 roller mill can be operated as a 4 roller mill with a capacity of around 80%. A 4 roller

mill can be operated as a 2 roller mill with a capacity of 60%.

The VRM technology offers several benefits over ball mill technology. With VRM

technology faster initial and final setting times are achieved. This is evident from Bharathi

Cement initial setting time of 130±30 minutes when compared to that of 250±30 minutes of

competitor brands. The final setting times of ours are 250±30 minutes where as for

competitor it is 320±30 minutes.

It is obvious that lesser setting time would lead to high early strength development, and quick

removal of formwork is possible in construction when good construction practices are

followed.

9

The early setting times and the rapid strength gain makes Bharathi cement ideal for

Residential, Commercial and industrial structures

Bridges, Dams

Prestressed concrete works

Slipform concreting

PQC works

Concrete blocks, electric poles, paver blocks etc.

All other RCC works where early deshuttering of

formwork is necessary

Robotic Labs

QCX/RoboLab

A typical QCX/RoboLab configuration consists

of a standard industrial robot placed in the

centre of a circular arrangement of sample

preparation and analytical equipment. Samples

normally arrive automatically from the

connected automatic sample transport system,

but may also be entered via operator sample

conveyors or special input/output magazines.

QCX/RoboLab offers a very high flexibility in terms of the number and types of equipment

handled by the robot. Supported, fully automated preparation & analysis disciplines relevant

to the cement industry include powder or fused

bead preparation for X-ray analysis, particle

sizing by laser or by conventional sieving, colour

analysis, Carbon/Sulphur/Moisture combustion

analysis, physical testing and collection of

shift/daily composites. For the typical cement lab

project a throughput capacity of 10-20 samples

will apply; but higher numbers in one robot cell

are achievable.

10

The QCX computer integrates the system components. It identifies incoming samples,

downloads the relevant sample-handling specification and controls all intelligent devices in

the configuration. Sequence control includes priority handling, intelligent handling of

equipment failure situations and much more.

QCX/RoboLab (and QCX/AutoPrep) provides high quality in sample preparation and

analysis. Quality not only meets the performance of 'the very best lab technician', but is

highly consistent over time. Thus, there are no fluctuations from shift to shift in analytical

levels due to small differences in the practical procedures undertaken by human operators.

S.No Sampling

material

Sampling

Frequency

No.of samples per

day

1 Lime Stone Every 30 minutes 48

2 Raw Mill Every Hour 24

3 Kiln Feed Every Hour 24

4 Clinker Every Hour 24

5 Cement(Grinding) Every Hour 24

6 Cement(Packing) Every Hour 24

7 Coal Every 2 Hours 12

180

Apart from the above other raw materials like Laterite, Iron ore, Gypsum are tested on daily

baisis.

QCX/RoboLab, general features

Sample receipt

Identification & registration

Sample splitting & dosing

Individual sample preparation recipes

Priority management

11

Alternative routing in failure situations

Integrated control & dynamic supervision of

o Sample transport PLC

o Robot

o Prep equipment

o Analysis instruments

FLSA experiences with robot automation :

Mature technology; industrial robots have very high availability

client dedication !

proper & detailed design is mandatory

robotics equipment prices fall

too high expectations for labor cost savings

pay-back time :

o 1 to 3 years achievable

o Can be difficult to justify solely on manpower savings

o Difficult to put value on higher & consistent quality

unbalanced technologies : often too high client emphasis on sublime technology in the

laboratory, while sampling quality is neglected

QCX/RoboLab configuration

12

QCX(Quality Control through x-ray)/ Robo Lab

Sampling is done at different stages like

Lime Stone Crusher sample

Raw Mill sample

C.F.silo sample

Kiln feed sample

Clinker sample

Ground cement sample

Despatch cement sample

Time Required for one sample analysis - Just 20 Seconds

General Quality Assurance measures:

Virgin Lime stone deposits (Narzi lime stone) Known for their excellent compressive

strength

Thorough Checking of all incoming raw materials as per the set standards and

rejection of sub standard material if any

Modern Cement plant with Proven German Technology

World's largest vertical roller mill for cement grinding

QCX/ Robo lab for automatic sampling and accurate testing

Tamper proof packing

13

MANUFACTURING PROCESS

Essential Ingredients

Portland cement is made by grinding a mixture of limestone, iron ore and other corrective

materials, viz. Laterite, Bauxite,etc. Essential constituents mainly are Lime, Silica, Alumina

and Iron Oxide. The process of manufacturing consists of grinding of raw materials into fine

powder, mixing them intimately and burning in a kiln at about 1450o C. The resultant

product is called Clinker. Clinker is cooled, ground to fine powder with gypsum. The end

product is Ordinary Portland Cement (OPC). Portland Pozzolana Cement (PPC) is produced

by either intergrinding of OPC clinker along with gypsum and pozzolanic materials in certain

proportions or grinding the OPC clinker, gypsum and Pozzolanic materials separately and

thoroughly blending them in certain proportions. Each ton of PPC requires approximately

0.75 tons of clinker, 0.05 tons of gypsum and 0.20 tons of pozzolanic material. This enables

the cement manufacturer to produce a higher quantity of cement per ton of clinker. As a

result, the cement manufacturer can increase its production capacity by making a limited

investment in grinding capacity without a corresponding investment in earlier stage

production equipment such as kilns.

The process of cement manufacturing can be broadly classified into the following stages:

14

15

TAMPER-PROOF PACKING

When cement bags are dumped on the ground, the

impact causes cement to spill out of the bag. This

causes considerable loss, considering that some

projects require thousands of bags, but you incur no

such loss with Bharathi Cement.

Bharathi Cement is packed in fully imported, tamper-

proof PP laminated bags, which do not allow the

minutest of cement particles to spill. This ensures

accurate weight and also eliminates any possibility of

pilferage. This technique of packaging is also eco-friendly.

The cement religiously processed and produced is packed in specially designed imported

polypropylene bags which are dust proof and tamper proof. This special package ensures full

quantity(i.e. 50Kg net) cement in every bag and chances of adulteration are totally

eliminated.

Strength

High tensile strength is the result of a tape stretching

process, which give monoaxial orientation to

polypropylene molecular chain.

Due to woven structure and lamination, sack has more

tear resistance compare to other packaging.

Ordinary cement bags can be easily tampered, adulterated and restitched.

Moisture Resistant

Manufactured from laminated fabric, the sack is water-

resistant and keeps its strength when in contact with water.

Sack provides better resistance to humid condition as

compared to kraft paper sack.

16

Environment Friendly

Sack is made of polypropylene which is environment friendly degradable

thermoplastic material.

When incinerated or put to waste it does not pollute air, soil or water with toxic

residues.

Empty sack it recycled and can be used for producing new Sacks.

Bharathi Cement is packed in imported, tamper-proof, PP laminated bags. There's no

chance for any pilferage or adulteration.

Easy Handling

Sack is required with valve that facilitates

easy filling and self closing operation.

Brick shape of sack facilitates easy handling,

compact storage, and efficient transportation.

Hermetical sealing instead of

pasting or stitching

Weak assembling methods based

on stitching operations or

sensitive and degrading

adhesives have been avoided in

production of the sack. Instead of

this heat welding/ hermetical sealing is used to assemble the sack.

Special Printing

High tech special printing,

I.e. non fading, resistance

to water/ moisture and high

temperature makes the

packaging attractive to the

customer.

17

MARKET

India, being the second largest cement producer in the world after China with a total capacity

of 151.2 Million Tones (MT), has got a huge cement industry. With the government of India

giving boost to various infrastructure projects, housing facilities and road networks, the

cement industry in India is currently growing at an enviable pace. More growth in the Indian

cement industry is expected in the coming years. It is also predicted that the cement

production in India would rise to 236.16 MT in FY11. It's also expected to rise to 262.61 MT

in FY12.

The cement industry in India is dominated by around 20 companies, which account for

almost 70% of the total cement production in India. In the present year, the Indian cement

companies have produced 11 MT cement during April-September 2009. It took the total

cement production in FY09 to 231 MT.

The history of the cement industry in India dates back to the 1889 when a Kolkata-based

company started manufacturing cement from Argillaceous. But the industry started getting

the organized shape in the early 1900s. In 1914, India Cement Company Ltd was established

in Porbandar with a capacity of 10,000 tons and production of 1000 installed. The World War

I gave the first initial thrust to the cement industry in India and the industry started growing at

a fast rate in terms of production, manufacturing units, and installed capacity. This stage was

referred to as the Nascent Stage of Indian Cement Industry. In 1927, Concrete Association of

India was set up to create public awareness on the utility of cement as well as to propagate

cement consumption.

The cement industry in India saw the price and distribution control system in the year 1956,

established to ensure fair price model for consumers as well as manufacturers. Later in 1977,

government authorized new manufacturing units (as well as existing units going for capacity

enhancement) to put a higher price tag for their products. A couple of years later, government

introduced a three-tier pricing system with different pricing on cement produced in high,

medium and low cost plants.

Cement industry, in any country, plays a major role in the growth of the nation. Cement

industry in India was under full control and supervision of the government. However, it got

relief at a large extent after the economic reform. But government interference, especially in

the pricing, is still evident in India. In spite of being the second largest cement producer in

18

the world, India falls in the list of lowest per capita consumption of cement with 125 kg. The

reason behind this is the poor rural people who mostly live in mud huts and cannot afford to

have the commodity. Despite the fact, the demand and supply of cement in India has grown

up. In a fast developing economy like India, there is always large possibility of expansion of

cement industry.

19

PROMOTION & DISTRIBUTION

Consumers trust Bharathi cements because of its proven record. Most of its marketing

communications have sought to portray this image of trust directly to target consumers and

influencers. Leveraging this image the company uses Bharathi cements as a corporate as well

as an umbrella brand name.

Brand Values

Even today, with increased competition, the name Bharathi is almost synonymous with

cement and robust trust. Bharathi cement is preferred because it offers consumers an

assurance of the best in quality. But more than its products, Bharathi stands out as a brand

name that denotes trust and dependability, among all stakeholders.

"The BHARATHI family, which knows no barriers of caste or clan, creed or language, is a

microcosm of what the nation ought to be. bharathi will always strive to remain a

torchbearer in the business world, with the values of public spirit, integrity and

compassion."

Social Responsibility

At Bharathi Cements, our commitment to quality makes us

go beyond. We at Bharathi Cement have Mobile

Construction Advisers. With a full-fledged technical team,

this service brings you best construction practices from the

globe. The Mobile Construction Adviser further offers

concrete lab services, concrete cube testing, training for

masons and site supervisors.

Enduring Relationships

At Bharathi, we treasure our employees, business associates and customers. We work

towards building lasting relationships based on trust, transparency and a firm commitment; to

deliver excellence at all times.

Technical Services Offered

Demonstrations, tips on good construction practices

On site training for masons and site supervisors

Advice on concrete mix proportion

20

Testing of fresh and hardened concrete etc

NDT(Non Destructive Testing) for hardened concrete

Social Responsibility of Business

Bharathi cement has introduced accidental insurance scheme for masons. Each mason is

covered for an amount of Rs.1,00,000 for one year under this scheme. The premium is paid

by Bharathi Cement Corporation Limited. This is a great moral booster for masons and their

families.

Mobile Construction Advisor

At Bharathi we believe in total customer satisfaction. Bharathi cement offers laboratory

testing facilities of concrete at your door step. Your concrete is tested under standard

laboratory conditions and test certificates are issued. The services of experienced civil

engineers can be availed.

Constructor Mobile van

Facilities offered

Demonstrations, Tips on good construction

practices, informative lectures and onsite video

presentations

Onsite training for masons and site supervisors

Advice on concrete mix proportion

Testing of fresh and hardened concrete ensuring its superior quality

NDT(Non Destructive Testing) facilities

21

PRODUCTION TURNOVER

Hyderabad-based Bharathi Cement will double its annual production capacity to 5 million

tonnes by the last quarter of the current financial year.

French cement maker Vicat SA, listed on the Paris stock exchange, bought a 51 per cent stake

in Bharathi Cement two months ago.

In India, Vicat has a 51:49 joint venture with Sagar Cements to build a 5.5 million tonne

cement plant at Gulbarga in Karnataka for Rs 2,500 crore by June 2012, industry officials

said. Vicat holds 6.6 per cent stake in Sagar Cements.

“With demand rising for cement, we are expanding capacity to 5 million tonnes and

spreading our footprint nationally,” Bharathi Cement marketing director M Ravinder Reddy

said. The company began commercial production at its plant in Kadapa district of Andhra

Pradesh and sale in Andhra Pradesh, Karnataka, Tamil Nadu, Kerala and Goa from

September 2009.

“Within six months, we touched a turnover of Rs 150 crore in March 2010 and we are now

targeting over Rs 800 crore as of March 2011,” said G Balaji, director of finance at Bharathi

Cement.

The company, which produces ordinary Portland cement-43 grade, ordinary Portland cement-

53 grade and Portland pozzolana cement and Portland slag cement, competes with major

players like UltraTech, ACC and Ambuja Cements.

22

ACQUISITION

French cement major, Vicat, announced acquisition of 51% stake in Bharathi Cement

Company Limited (BCCL) promoted by Cuddapah MP, Mr Y S Jagan Mohan Reddy.

23

COMPETETORS

Ramco Cements

Raasi cements

Ambuja cements

Ultratech cements

ACC cements

Coramandal cements etc.

24

SWOT ANLYSIS

Strength

High quality cement

Good Packaging

Strong distribution network

Advanced technologies

ECO Friendly

Weakness

Need of more market expansion

Need of international marketing

Opportunities

With increase in GDP growth rate country will need more roads, ports, houses etc

They get a chance to setup their plants at the nearest area of mines

Threats

Production cost increases due to increases in price of power, freight, coal, diesel etc

25

CONCLUSION

The market share of Bharathi cements is very less compare with the top 10 market players.

The company has to introduce aggressive marketing strategies to increase their market share.

26

BIBLOGRAPHY

www.google.com

www.bharathicement.com

www.mca.gov.in

www.business.mapsofindia.com/cement