Ambuja Cements is ramping up investments in branding, advertising, and premium product promotion as the company sharpens its focus on improving margins amid rising competition and softer market demand in the cement industry.
During its recent earnings call, company executives highlighted that future growth will rely not only on capacity expansion but also on strengthening brand visibility, increasing premium cement sales, and improving trade-led distribution across key markets.
Vinod Bahety said the company remains focused on operational efficiency and margin expansion while continuing to prioritise trade sales and premium product categories. The strategy marks a gradual shift from the aggressive expansion approach Ambuja adopted following the Adani Group’s acquisition of Ambuja and ACC.
Premium cement contributed 35% of the company’s trade sales during FY2026 and rose to 36% in the March quarter, reflecting growing emphasis on higher-margin products. Trade sales volumes also recorded 10% growth during the year.
The company acknowledged that pushing premium products has required significantly higher spending on branding, advertising, and sales promotions, particularly in retail-focused markets. Ambuja reportedly spent nearly Rs 70 per tonne on branding and promotional activities during the fiscal year.
Executives described the increased expenditure as a long-term investment aimed at strengthening market positioning and sustaining pricing power in a challenging industry environment.
Karan Adani said improving the company’s channel network and expanding dealer relationships remain key priorities for driving future sales growth.
Ambuja is also focusing on expanding premium and blended cement offerings, where super-premium products currently command a price premium of Rs 50–55 per bag over standard products. According to management, the premiumisation journey is still at an early stage, with stronger results expected over time.
