Term Paper: Analyzing role of Wonder

Cements operation strategy in their

corporate strategy
Group 7
Angad Singh Abrol
Kumar Kaushal
Kshitiz Joshi
Rahul Gupta
Rajeev Ranjan
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Indian Cement Industry: An Overview

Size

Nature

Industry
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2nd largest producer in World

Current 350 MMT, 2020 target 550 MMT
Per capita avg. 192 kg vis--vis 365 kg World (excl. China)
Traded as Commodity
Seasonality in Demand
Freight intensive regional players
Dominated by private players (98%)
Large plants (188) account for 97% of total production
High concentration (77/188) in 3 states AP, TN, Raj

Indian Cement Industry:

Customer Segment
9%

11%

13%
67%

Housing Sector
Infrastructure
Commercial Construction
Industrial Construction

Wonder Cement
Part of R.K. Marble
Situated in Nimaheda village of Rajasthan with an annual

capacity of 3.25million tons

8% market share of Rajasthan which equals to 50% of its
production
Gujarat, MP, Haryana, UP, Delhi and Punjab other states
Corporate Strategy- To be a cutting-edge cement manufacturing
company with an ambition to establish itself as a leading player
in the industry
Business Strategy- to deliver high quality product to its
customers. It is done through focus on superior technology
which is a differentiating factor

Wonder Cement: Production Process

Source: Google image, http://1.bp.blogspot.com/

Wonder Cement: Key Functions

QC&A

Branding

Sales

Full automated Po-Lab (Robotic lab)

Worlds best Combi CBA having CAN technology

Dedicated branding department

Mobile branded Customer support vans
ATL, BTL activities

Operations in 7 States (RJ, GJ, MP, HR, UP, Delhi and Punjab)
Focus on developing Dealers network with 2400 dealers

Manufacturing Strategy

Manufacturing Strategy
A1.Manufacturing System
Structure- Technology
Latest VRM technology for raw material refinement
Bought Komatsu PC 1250 excavators and Komatsu 64-tonne

dumpers which help in faster mining of raw material

Hydraulic drilling machine

Capacity- 3.25 mtpa existing ; Future capacity 10mtpa

30000 tonnes storage capacity for cements of 3 different grades
mines have total reserves of around 355 million TPA
Clinker having storage capacity of 45 thousand tonnes

Layout-Plant and mines are at close distance spread in the area

of 200 hectares and 740 hectares respectively

advantage of access to limestone reserves

Technology of Wonder Cement

Manufacturing Strategy
Planning- plant works on continuous basis and they are able to

sell whatever they produce

primary target is on getting the right quality lime stone mines

because 94% of raw material in cement production is lime stone

SRM-Own mines for limestone- a major raw material
Rest of the raw materials from the vendors based in Rajasthan only
Continuous engagement with their suppliers and also provide

regular feedback on the quality

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Manufacturing Strategy
A3. Other functions
Testing department Strength and durability determine

quality- tested at various stages. For Eg. cross belt analyzer

tests the required quality and size
Quality Control is assisted by Automated PoLab
Training of employees to work on automated systems to
produce high quality products

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Observations
Input raw-material testing -a critical manufacturing task due to

variation in the quality of procured inputs like limestone,

gypsum, etc. is managed and coordinated by the automated labs
and robots.
Other manufacturing tasks like drilling, mining of raw-material,
etc. are also aligned well with the manufacturing configuration
(technology) of the organization
Separate maintenance department and it is not preventive
maintenance system which is a present industry trend in India

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Conclusion
Operations Strategy of Wonder Cement is aligned with its

corporate strategy .Its Manufacturing processes, latest

technology and quality assurance have helped Wonder Cement in
their endeavor of producing high quality cement.

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Thank You
Any Questions ?

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