ULTRATECH CEMENT LTD

ULTRATECH
STRATEGIC MANAGEMENT

Department of Management Studies. 0

ULTRATECH CEMENT LTD

Table of Contents

Content Page No.

About Ultratech 2
Vision, Mission & Sustainability 2-3
Corporate Social Responsibility 3
Milestone 4
Awards 4-5
Growth 5
Why Ultratech is leader 6
Strategies Adopted by Ultratech 6-7
Key Personnel 8-14
Chairman
managing Director
Vice President
Chief Marketing Officer
Chief Human Resource
Chief Manufacturing Officer
Sales Manager
Chief Financial Officer
Deputy General Manager
Policies and procedures 14
Financial Strategies 15
Work Distribution (within group) 15

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About Ultratech
UltraTech Cement is led by a dynamic team of individuals who have played a defining role in the
growth of the organization over the years. Their vast experience has given them unique insights
into the needs of various stakeholders. These insights fuel the strategic directions and have enabled
UltraTech Cement to become the leading manufacturer of cement in India and one of the leading
cement producers globally.

UltraTech cement is Indias eighth largest cement producer as well as the largest private sector
company. UltraTech cement is the subsidiary of Grasim Industries Limited, which in turn is a
flagship company of the Aditya Birla Group. In the early 1980s, the foundation for the cement
business of the Aditya Birla group was laid, this was when cement plants were set up for Indian

The company has 11 integrated plants, one white cement plant, one clinkerisation plant in UAE,
15 grinding units 11 in India, 2 in UAE, one in Bahrain and Bangladesh each and five terminals,
four in India and one in Sri Lanka.The export markets span countries around the Indian Ocean,
Africa, Europe and the Middle East.armada Cement Company Limited was amalgamated with
UltraTech in May 2006, while Samruddhi Cement Limited was amalgamated with UltraTech
Cement Limited in July 2010.

Vision
To be The Leader in Building Solutions
What define them by being the Leader -

Best in class service and product quality

Employer of choice
Highest market share
Lowest production cost

Mission
To deliver superior value to stakeholders on the four pillars of Sustainability Customer Centricity
Innovation and Team Empowerment

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Sustainability
Responsible growth
Resource Conservation
Product stewardship across life cycle
Safety

Corporate Social Responsibility

The Companys CSR activities are focused on Social Empowerment & Welfare, Infrastructure
Development, Sustainable Livelihood, Health Care and Education. Various activities have been
initiated during the year in neighboring villages around its Units resulting in a spend of ` 54.15
crores, being more than 2% of the average net profits of the last three financial years for the
purposes of CSR. The Company has also identified projects under the Swachha Bharat Abhiyaan,
work on which is being carried out in all earnest.

Company Strategy (CSR)

Taking these practices forward, ultratech chairman Mr. Kumar Mangalam Birla institutionalised
the concept of triple bottom line accountability represented by economic success, environmental
responsibility and social commitment. In a holistic way thus, the interests of all the stakeholders
have been textured into companys group's fabric.

The footprint of their social work today spans 2,500 villages in India, reaching out to seven million
people annually. Their community work is a way of telling the people among whom they operate
that they care.

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MILESTONES

UltraTech's journey began almost three decades ago and throughout this journey, the focus has
always been on providing customers with the best products and services. The resulting success has
only reaffirmed UltraTech's desire to be a complete end-to-end building solutions provider. Each
milestone in this journey is a cherished memory: becoming the largest cement manufacturer in
India, winning the 'SUPERBRAND' and 'POWERBRAND' accolades and being recognised as a
truly global organization, are a few that stand out.

Ultratech Cement received Greentech Environment Excellence Award by the Greentech

Foundation, New Delhi in the year 20002001

The Aditya Birla Group is the 11th largest cement producer in the world and the seventh largest in
Asia.

200910

State Level Environment Award (Plant)

Rajiv Gandhi Environment Award for Clean Technology
National Award for Prevention of Pollution
Greentech Environment Excellence Gold Award
Asian CSR Award
Business World FICCISEDF CSR Award
IMC Ramkrishna Bajaj National Quality Award

201011

Subh Karan Sarawagi Environment Award

ASSOCHAM CSR Excellence Award"

Awards won in the current year

The Companys efforts in various areas of its operations continue to receive accolades. Some of the
prestigious awards conferred on The Company during the year are: -

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Gold Award under CSR Category in the cement sector for excellent contribution under CSR :
Vikram Cement Work.
National Awards for Manufacturing Competitiveness (NAMC) 2015-16 in Building Material &
Cement Sector: Aditya Cement Work.
Golden Peacock Award for CSR: Birla White; - Appreciation plaque by FICCI for commendable
work in the field CSR: Hirmi Cement Works.
Certificate of Merit for achieving zero accident frequency rate by National Safety Council:
Ratnagiri Cement Works; - GreenCo Gold Rating by CII: Reddipalayam Cement Works;

Growth

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Why Ultratech Cement Continues To Be A Leader In The Industry -

Consistent capex initiatives undertaken over the years such as setting up of captive power
plants and investment in infrastructure to get closer to the customers have led to economies
of scale and efficiency in operations for the firm. This has made them highly competitive.

Their strong vision and robust balance sheet are geared to meet their growth aspirations.
Ultratech is the lowest-cost producer amongst pan-India cement players. Energy and
logistics account for 70 per cent of their cost. So proactive initiatives in these two areas are
the ones on which they focus their attention. All their integrated plants are self sufficient
in power, given their captive thermal power plants .
They continuously endeavour to reduce the lead distance to market and have the optimum
mix of rail, road and sea transportation. Also they are in the process of investing in
dedicated railway wagons, which will lead to the quick despatch of material from the
plants, as well as better customer service and lowered freight cost .

Strategies Adopted by UltraTech

Promise: Excellent product quality and customer care are the hallmark of UltraTech.
Capitalizing the opportunity of the geometric growth in the housing sector and the
government's thrust on infrastructure.
Right decision at right time
Having excellent Product in hand
Constantly striving to improve and capture more number of market share
Training to Staff
Promotion through movies
Sponsorship
2005 saw one of the high profile brand launches in the country. The launch was
significant and different because it was the launch of a cement brand. Another
uniqueness was that it was a rebranding exercise. L&T's cement business was
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acquired by Aditya Birla Group in 2004 for Rs 2200 crore making Grasim the 8th
largest cement producer in the world.
Grasim was having cement brands like Birla plus and Birla super in the 150 mn TPA
Cement market in India. L&T was a leading brand in the premium segment of the
cement market. The acquisition gave Grasim an entry into the premium segment of
the market.
L&T cement which enjoyed leadership position in the premium cement market
epitomized engineering prowess , technology quality and modernity. This has enabled
the brand to command a premium over the other cement brands. Grasim was allowed
8 months to use the L&T brand.
Grasim was faced with a tough task. The time was short and there were two choices,
merge the L&T brand with existing Grasim brands or launch a new brand . The
company decided on the later and did it with style.
The name Ultratech was chosen after careful marketing research. Since L&T does not
mean anything by virtue of the brand name, Grasim wanted the new brandname to
portray significant intrinsic value of the brand. Hence the name Ultratech was chosen.
Since Grasim didnot want to dilute the premiumness that L&T enjoyed, a high
decibel ad blitz was launched to announce that L&T is now Ultratech. The campaigns
was backed with direct marketing where the company officials met the 5500 odd
stockists and authorised dealers explaining the new brand and company policies.

The campaign had lot of significance.

1. It had to make sure that the new brand did not lose the qualities of L&T
2. The new brand should be able to command the same level of premium of L&T.
3. Time was short
4. It was a risky affair.
Cement is basically viewed as a commodity and the industry is fragmented with around 50
players. So inorder to command a premium, the brand had to show a significant differentiation.

Ultratech was positioned as the ' Engineer's choice" cement emphasizing on the qualities such as
Quality, Modernity and technology. The gamble has paid off well for Aditya Birla group and
Ultratech was able to carry the legacy of L&T cement.

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Key People In The Organization.
BOARD OF DIRECTORS
Mr. Kumar Mangalam Birla
Chairman,
UltraTech Cement Limited.
Mrs. Rajashree Birla
Non-Executive Director
Mr. Arun Adhikari
IndependentDirector
Ms Alka Bharucha
Independent Director
Mr. Rajiv Dube
Non-Executive Director
Mr. D. D. Rathi
Non-Executive Director
Mr. K. K. Maheshwari
The Managing
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EXECUTIVE TEAMS
Mr. K. K. Maheshwari
Managing Director,
UltraTech Cement LTD.
Mr. K. C. Jhanwar
Deputy Managing Director& Chief
Manufacturing Officer.
Mr. Vivek Agrawal
Chief Marketing OffIcer.
Mr. Atul Daga
Chief Financial Officer and Whole-time
Director
Mr. Gautam Chainani
Chief Human Resource Officer
Mr. Sanjay Mathur
Executive President,
RMC & Key Accounts
Mr. Rahul Mohnot
CEO, Birla White.
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Director of Ultratech cement.

Mr Atul Daga
Chief Financial Officer & Whole-time Director
Mr. O. P. Puranmalka
Non-Executive Director

Mr. Kumar Mangalam (Birla Chairman, UltraTech Cement Limited.)

Mr. Kumar Mangalam Birla is the Chairman of UltraTech Cement. He is at the helm of the US$40
billion multinational Aditya Birla Group, which operates in 36 countries across six continents.
Over 53 per cent of its revenues flow from its operations outside India.

Mr. Birla chairs the Boards of the major Group companies in India and globally. The global
companies include Novelis, Columbian Chemicals, Aditya Birla Minerals, Aditya Birla
Chemicals, Thai Carbon Black, Alexandria Carbon Black, Domsj Fabriker and Terrace Bay Pulp
Mill, among others. In India, Mr. Birla chairs the Boards of Hindalco, Grasim, Aditya Birla Nuvo,
UltraTech, Idea, Aditya Birla Financial Services and Aditya Birla Retail.

Role In the Company

Mr. Birla took over as Chairman of the Group in 1995, at the age of 28, after the untimely
demise of his father. As Chairman, Mr. Birla has taken the Aditya Birla Group to an
altogether higher growth trajectory. In the 17 years that he has been at the helm of the
Group, he has accelerated growth, built a meritocracy and enhanced stakeholder value.
In the process, he has raised the Group's turnover from US $2 billion in 1995, to US $40
billion today. Mr. Birla has restructured the businesses to emerge as a global/national leader
in the sectors in which the Group operates. He has made 26 acquisitions in 17 years in India
and globally, the highest by an Indian multinational in India.

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Under his stewardship, the Aditya Birla Group enjoys a position of leadership in all the
major sectors in which it operates. Over the years, Mr. Birla has built a highly successful
meritocratic organisation, anchored by an extraordinary force of 136,000 employees
belonging to 42 different nationalities.

Mr. K. K. Maheshwari (Managing Director)

Mr. K. K. Maheshwari is Managing Director of UltraTech Cement. Mr. Maheshwari has been a
long-serving member of the Aditya Birla Group, bringing in multi-business, multi-geography and
multi-cultural exposure. He has held a variety of roles across the Group.

A chartered accountant by qualification, with around 38 years of experience, of which over three
decades have been with the Aditya Birla Group, Mr. Maheshwari has built extensive profit and
cost centre experience in more than one business.

Role in the Company

He scripted the growth of the Groups Viscose Staple Fibre (VSF) Business towards a more
competitive and sustainable model.
Guiding Greenfield and brownfield expansions in India and overseas.
He has brought in strong execution rigor to his work.
He has considerably strengthened both innovation and new products development.

Mr Atul Daga (CFO)

Mr Atul Daga is Whole-time Director and Chief Financial Officer at UltraTech Cement Ltd. At
UltraTech, he has undertaken several initiatives such as creating a robust platform for managing
Investor Relations, evaluating M&A opportunities, and setting new benchmarks for raising long
term borrowings in the domestic financial markets.

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A Chartered Accountant by qualification, he has over 29 years experience, of which over two
decades have been with the Aditya Birla Group. He joined the Group in 1988 at Rajashree Cement,
a division of the then Indian Rayon Limited.

Role in the Company

He has worked as Executive Assistant with the late Mr. Aditya Birla, where he worked
closely with the cement, aluminium, carbon black and VSF & Chemicals business. Mr.
Daga has worked with the Corporate Finance Group of Aditya Birla Management
Corporation Private Limited, as the portfolio owner of Corporate Management Information
Systems.
In 2007, he moved to Aditya Birla Retail Limited to head the Finance function of the start-
up. He built a strong team, taking over as the Chief Financial Officer from 2010.
In 2014, Mr. Daga took over as the Chief Financial Officer of UltraTech Cement Limited.

Mr. Kailash Chandra Jhanwar (Chief Manufacturing Officer)

Mr. Kailash Chandra Jhanwar is Chief Manufacturing Officer & Deputy MD at UltraTech Cement
Ltd., Group Executive President-Chemical Business at Grasim Industries Ltd. and a Managing
Director at Aditya Birla Chemicals (India) Ltd. He is on the Board of Directors at Aditya Birla
Epoxy India Ltd.
He leads the exploration and advancement of new manufacturing processes and
technologies within the Company.
He is knowledgeable in the manufacturing operations and the needs and capabilities of
each department.
He also Coordinate manufacturing research and policies working on advanced
manufacturing, technology development, and quality.
He oversees all the aspects of an organization's manufacturing processes, Plans and directs
the purchase, maintenance, and layout of equipment.
He also establishes workflow and assembly methods to maximize efficiency of
manufacturing operations, Directs and monitors workforce utilization and thus Ensures
manufacturing performance and quality goals are met.
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Mr. Vivek Agrawal (Chief Marketing Officer)

Mr. Vivek Agrawal, B.Tech., M.B.A., serves as the Group Executive President and Chief
Marketing Officer of UltraTech Cement Limited. Mr. Agrawal serves as a Joint Executive
President of Grasim Industries Ltd. He served as Vice President for Marketing of Aditya Birla
Nuvo Limited.
He is experienced in handling profit center operations for achieving top-line and bottom-
line growth.
He is highly skillful in managing the sales operations for the promotion of company
products and setting/achieving the targets.
He is proficient in devising strategic business plans for the achievement of organisational
objectives.
He has a diverse skill set including strategic planning, exceptional presentation,
organisational and leadership skills and a proven ability to build partnerships/alliances
and relationships.
He is Responsible for overseeing marketing initiatives within an organization.

He Works to develop areas such as sales management, product development, distribution

channel management, marketing communications, including advertising and promotions,
pricing, market research, and customer service.

Mr. Ramesh Mitragotri (Chief Human Resource Officer)

Mr. Ramesh Mitragotri serves as the Chief Human Resource Officer of Chemical Business of
Grasim Industries Limited and UltraTech Cement Limited. Mr. Mitragotri serves as Chief People
Officer of Aditya Birla Retail Limited. He is a seasoned HR professional with over 23 years of
rich experience in Human Resources including a two year stint in Corporate Communications.

The major role of Mr. Ramesh is to meet the human capital needs of organizations
operating across multiple regulatory and labor environments.

The strategic role of him is to expand the workforces that are increasingly composed of
knowledge workers, and better systems to compete for scarce high-skilled workers. Rather
than focusing exclusively on human resource issues and service delivery.
Other Major Task:

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Talent management includes building the quality and depth of talent, including a focus on
succession and leadership/employee development

Managing corporate capabilities includes dealing with rapid changes in technology,

globalization, and the increasingly complex external context of government regulations
and public policy (impacting union and employee relations, executive compensation,
health care, retirement programs, health and safety, etc.).
Cultural issues include organizational change, agility, social networking, ethics and values,
innovation, customer focus, employee engagement, diversity and inclusiveness, and
multiculturalism.

Nilesh Garg (Vice President, Cement HO)

The integrity and commitment towards the organization is a key mantra for Nilesh Garg in
the company.
He make sure that the work culture at UltraTech should be really supportive and friendly.
He believe in the leadership, and work independently together to achieve their goals.
He believed in the team that have ample opportunities for one who believes in himself and
the organization.

Sandeep Holey (Deputy General Manager, UltraTech Lanka)

An overseas posting at UltraTech facilitated him to see professional and personal life with
a fresh perspective and in this context he rediscovered organization with a great sense of
conviction in the values as well as the overall working environment.
After getting involved in management decisions at UltraTech Lanka, he developed a deeper
faith in the Aditya Birla Group values recognizing their relevance and practical utility in
maintaining and developing business practices that are ethical, effective and efficient in the
long term.
He really feel rewarded when external (and even internal) customers see them with high
regards. This becomes crucial in light of the fact that they are being viewed as brand
ambassadors of not only Aditya Birla Group but of India.
It was equally good to see local colleagues also realize the importance of the stable and
steady approach and the culture of the conglomerate organization in a crucial phase of
economic crisis situation as they saw difficulties faced by other local as well as MNC
companies.

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Jerry Stephen (Sales Manager, UltraTech Lanka)

He has been with UltraTech for over a decade at Colombo, in which he personally groomed
employees as their investment for the future.
He worked and lived as one family with his team towards one dream of being a
benchmarked company in Sri Lanka.
He always believed that there will be more opportunities and more challenges despite a
tough economic scenario.
He made his team connected to all activities in the unit and looked forward to take greater
responsibilities toward the organization.

Policies And Procedures Followed

HR Policies Of Ultratech
o Designations
o Perks chart
o Allowances
o Perquisites
o Reimbursements
o Travel
o Other policies
o Retrial
GROUP POLICIES
o car policy for domestic units
o Accident and medical insurance coverage
o Gratuity
GENERAL POLICIES
o Internal recruitment scheme
o Re employment of ex employee
o Retirement age of management cadre
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o Employment of near relation

o Dealing in shares of group companies

Financial Strategies
To improve liquidity, the Company has tightened the working capital norms by reducing
the inventory of stores and spares, improving debtors realisation and implementing
appropriate payment norms for suppliers.
To cater to the markets of south-west Madhya Pradesh, the Board of Directors have
approved the setting up of an integrated cement plant at Dhar, Madhya Pradesh with a
capacity of 3.5 MTPA and at a total cost of ` 2,600 crores.

By:
Aviral Jain 1520406(Chief Marketing Officer & Chief Human Resource)
(Leader in industry, procedures and policies, Milestone and
Awards)
Madhav Luthra 1520468(Managing Director & Chief Manufacturing Officer)
(strategies of Ultratech, Financial strategies, CSR strategies and
Growth)
Roheel Jain 1520432(Chairman & Sales Manager)
Rohit Dhing 1520433(Chief Financial Officer & Vice President)
Kritika Agg. 1520453(Deputy General Manager)

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