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, Submitted by
Kamalapuram Mandal,
Kadapa District. VIJAYA KUMAR R
Pin: 516 289. 092A1E0041
Tel: 08563-200400/200411
SVCCS
1
 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
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 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

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Orgnization structure of the Company

Chairman & Managing

Director
Y.S.Jagan Mohan Reddy

Director- Director-Sales Director- Executive

Purchase Finance Director
Purchase

Purchase Chief
GM Sales Import
Manager Accounts
Manager
Manager

Regional Product
Purchase Sales Accountant Manager
Assistant Manager

Service
Junior Manager
Distributor
Accountant

Operation
Manager
Dealers

Retailers

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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 Sampling No.of samples per

S.No
material Frequency 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

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 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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14
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.

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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

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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

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 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 cement-
53 grade and Portland pozzolana cement and Portland slag cement, competes with major
players like UltraTech, ACC and Ambuja Cements.

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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.

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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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