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
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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
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
2-3
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.
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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 Jella Jagan Mohan Reddy
Designation 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 2
Orgnization structure of the Company Chairman & Managing Director Y.S.Jagan Mohan Reddy
DirectorPurchase Purchase
Director-Sales
DirectorFinance
Executive Director
Chief Accounts Manager
Import Manager
Regional Sales Manager
Accountant
Product Manager
Distributor
Junior Accountant
Purchase Manager
GM Sales
Purchase Assistant
Service Manager
Operation Manager
Dealers
Retailers 3
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.
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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.
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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
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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
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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.
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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.
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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.
Sampling material
S.No
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 10
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
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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
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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:
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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, tamperproof 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 waterresistant and keeps its strength when in contact with water. Sack provides better resistance to humid condition as compared to kraft paper sack.
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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.
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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 17
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.
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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 19
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
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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 cement53 grade and Portland pozzolana cement and Portland slag cement, competes with major players like UltraTech, ACC and Ambuja Cements.
21
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.
22
COMPETETORS Ramco Cements Raasi cements Ambuja cements Ultratech cements ACC cements Coramandal cements etc.
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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
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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.
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BIBLOGRAPHY www.google.com www.bharathicement.com www.mca.gov.in www.business.mapsofindia.com/cement
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