MOTORINDIA spoke to Pradeep Purohit, Sr. Vice President – Supply Chain, Star Cement, who tells us what it takes to be one of India’s leading cement manufacturers and the role of a reliable fleet of trucks in nation-building
India is the second largest producer of cement in the world, accounting for more than 7% of the global installed capacity. In FY20, the country’s cement production touched 329 million tonnes. Driven by the decisive push from the Indian government towards infrastructural projects across the country, the yearly production is expected to expand further by FY22, reaching 381 million tonnes. The rich mineral reserves in the North-Eastern region of India, particularly its limestone deposits, have made it a desirable location for leading cement manufacturers. Infrastructural projects in the region, including the building of road and rail networks, highways, airports and hydro projects, have received renewed emphasis under the North Eastern Region (NER) Vision 2020, and the Indian government’s Act East policy.
One major player in the NER is Star Cement Limited. Being the largest cement manufacturer in North-Eastern India, Star Cement began its journey in 2005, with its first integrated plant in Lumshnong, Meghalaya. The company played an instrumental role in fostering infrastructural development through its uninterrupted supply of quality cement in North-East India, which was formerly dependent on outside supplies. Today, the company has the largest market share in North East India, with a network of over 6,000 dealers in NER, West Bengal and Bihar.
Through its cement units spread in Meghalaya, Guwahati and grinding units in West Bengal, Star Cement deals with a range of products, in line with evolving customer needs. Some of the prominent clientele that the company has catered to include Larsen & Toubro, National Hydro Power Corporation, Public Works Department, Indian Railways and the Ministry of Defence, Indian Oil Corporation, Oil India Ltd. The company has been investing in logistics infrastructure very aggressively. Having a large fleet of trucks and tippers is one such step. The company’s fleet comprising 450 commercial vehicles are exclusively supplied by Tata Motors.
Star Cement has been taking path-breaking steps in establishing a logistics network that is robust and efficient to take care of any uncertainties. Technology adoption has always been given importance and the company is in the process of installing ‘Industry 4.0’ environment in the access control and integrated vehicle management system. The company has won CII’s prestigious ‘Supply Chain And Logistics Excellence’ award for the past three years.
Elaborating on the company’s operations and the nature of its synergy with Tata Motors, Pradeep Purohit, Sr. Vice President – Supply Chain, Star Cement, said, “Our association with Tata Motors has lasted for nearly two decades, and we are the largest buyer of Tata Motors commercial vehicles in the North East with 100% of our fleet consisting of Tata vehicles. Our preference for the company is not only because of their superior range of cost-effective and high-performance products but also because of the committed relationship it has built with us over the years.”
Commenting on the technological innovations in Tata vehicles, Purohit shared, “Tata Motors’ BS-VI range of trucks offers a lot of value through technological innovations, which make them more efficient, safer and offers complete peace of mind. The telematics system, Fleet Edge, gives us rich insights to help us manage our fleet better and increase our profitability. Its features such as the driver behaviour monitoring allow to us to give the right guidance to them and making our highways safer.”
Purohit expressed marked admiration for the sales and service support provided by the Tata Motors team, “Tata Motors has constantly engaged with us to ensure optimum utilisation of vehicles. The entire sales and service team is involved at various levels to solve day-to-day issues that arise during operations. This enables us to solely focus on carrying out our operations smoothly, and the entire aspect of fleet maintenance and upkeep is entirely taken care of by the Tata Motors team”, before going on to add, “The Fleet Management Service (FMS) offering given by the company is also helpful as it considers our specific needs and offers curated solutions, as per our requirement.”
Purohit also emphasized on the constant engagement that Tata Motors has with drivers, especially with regards to training. The regular training engagements done by the company, specifically under the Drona Driver initiative, have equipped drivers with the latest technology, allowing them to maintain their vehicles and increase trips per day to boost efficiency. Tata Motors’ innovative Sampoorna Seva offering has also left a lasting impression on the driving community. “We have been hiring drivers while expanding operations, and the benefits promised under Sampoorna Seva has helped us recruit a large number of drivers. They are enthusiastic about the offerings because it provides them a range of meaningful services at no extra cost”, he said. Star Cement has also begun the process of commencing the Tata Samarth program to further extend benefits to their drivers and hopes to see positive results soon.
“Going forward,” said Purohit, “We remain confident that Tata Motors would continue to fulfill our needs. With the ongoing BS-VI transition, we have purchased 190 new 16-wheelers, and are further planning to replace our old vehicles in a phased manner. The reason we have built a close partnership with a brand like Tata Motors is that it provides us with a one-stop solution for all our logistics and transportation needs. Its superior quality of vehicles, committed engagement programs and responsive sales and service team has cemented our relationship, and we remain confident of a fruitful one in the future as well.”
As the cement industry in the country looks to expand to newer markets in the East, such as West Bengal and Bihar, market leaders such as Star Cement will continue to make their mark, scaling new heights. Its commitment towards providing quality products, and partnership with trusted brands like Tata Motors, will pave a strong foundation for a newer, more developed India.
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“Building robust customer relationships while remaining committed to fostering their business growth in a profitable manner, is one of the cornerstones of Tata Motors’ philosophy. We have always sought to provide products that provide unparalleled performance with minimum operation costs. We strive to remain in constant conversation with our partners to assist them with day-to-day challenges through prompt service responses. Our alliance with Star Cement has been strong for over two decades now and has provided us with an opportunity to receive valuable inputs in our products and services. We remain positive that over the years our symbiotic alliance will strengthen, reaping success and prosperity.
– V. Seethapathi, Vice President, M&HCV Product Line, Tata Motors