A.P.

INDUSTRIES
(Green Brick manufacturing)

PRESENTED BY: AMIT SHUKLA (111) ANJANEYA MOHANTY (112) ANSHUL PATEL (115) PRATIK BHADANGE (129)

EXECUTIVE SUMMARY
INTRODUCTION
85 Thermal Power Stations in India

80 million tonnes of Fly Ash - waste.

Fly Ash 1.

Contributes to pollution and

2.

Poses serious Disposal problem.

Hazardous pollutant can be utilized in building Construction Bricks

Replacing the predominantly produced conventional Red Clay Bricks which cause depletion of fertile land, directly affecting the environment.
Production of Fly Ash Bricks help to solve this problems.

Mission
To provide High Quality Products & superior Customer Service while
establishing a successful relationship with all our customers and our suppliers. We shall progress through continuous growth and change.

Vision
We strive to engage in environmentally responsible practices from

the mining of our raw materials to the manufacture of our products.

SCOPE OF THE PROJECT

Indias 73% power generation capacity is thermal

- Coal-based generation is 90% - Remaining diesel, wind, gas, and steam.

otal 85 utility thermal power stations, besides the several T

captive power plants, use bituminous and sub- bituminous

coal and produce large quantities of fly ash.

igh ash content (30%-50%) contributes to these H

large volumes of fly ash.

PROBLEMS OF FLY ASH

Very difficult material to handle in dry state 1. 2.

very fine airborne even in mild wind

t disturbs the ecology of the region, being a source of I 1.

soil air

2.

water pollution.

ong inhalation of fly ash causes silicosis, fibrosis of L

lungs, bronchitis, etc

NEED FOR UTILIZING/DISPOSING FLY ASH

With the rapid rise in thermal generation, environmental

pollution as a result of massive fly ash generation, poses a new problem.

ly ash is reported to cause ailments like allergic bronchitis, F

silicosis, and asthma.

ly ash contaminates surface water and may also have an F

effect on underground water, affects the aquatic life, is harmful for plants, and corrodes exposed metallic structures in its vicinity.

OPERATIONS & HR PLAN

PRODUCT DESCRIPTION
FLY ASH SAND LIME BRICKS

Features: Std. Size of Bricks is 230 x 110 x 70 mm. Faster construction . Ash content 60-70%.

PLANT LOCATION
The Plant will be located in the Korba District of mineral rich state of Chhattisgarh. This region offers high number of Thermal Power Plants, Stone Crushers & a large number of lime suppliers is also available easily.
Chhattisgarh Korba

PLANT PARAMETERS
Capacity, Bricks /Year Bricks / Day No. of Shifts / Day

Working days / Year

Land Area

60,00,000 20,000 1 300 1 Acre

PRODUCTION PLAN
First year operation roduction in batches P

60% of Capacity (36,00,000 bricks)

One batch of 1000 bricks. Total 3600 batches yearly. econd year operation S 75% of capacity (45,00,000 bricks)

RESOURCES
RAW MATERIALS Fly Ash Stone Dust Lime Gypsum Tonne per 1000 bricks 2.275 0.35 0.525 0.35

UTILITIES Power, KWH

Per 1000 bricks 10.33

Water, KL

Manufacturing Process
Pan mixture

1 2

60-70% Ash, 10-20% Lime, 10% Gypsum and 10% Sand with water

Hydraulic press
Mixture is carried to wooden mould at pressure of 100-200 kg/cm^2

Drying
The bricks are then dried in steam chamber for steam curing

MAN POWER REQUIREMENT

Resources
Skilled labor Unskilled labor

Quantity
10 5

Managers

MARKETING STRATEGY

DEMAND AND SUPPLY

Currently the demand for bricks is very high than the

supply. Demand & Supply gap is 250 billion bricks per annum Introducing Fly Ash Bricks to reduce demand and supply gap.

PRICING

Initially Rs. 2000 per 1000 bricks. Later concession for large quantity buying.

PROMOTIONAL STRATEGIES
Discounts on large buying Aggressive Selling Trade promotion Large volume of institutional sales Reduce environment pollution Saves 25% of the construction cost

SALES TARGET
We are going to sell 36,00,000 units of bricks first

year. In second year the sales target will be 45,00,000 units of bricks.

STP STRATEGY
Segmentation 1. Based on the geographic - As our plant will be located in Korba district, Chhattisgarh, firstly going to capture this area. argeting T 1. Builders 2. Consultants 3. Architects 4. Government
Positioning

Positioned as Environmental Clearance

Business Risks
Downturn in real estate markets Change in Government policies Man Power Availability. Natural Calamities. Reliable Delivery and Transport.