Themes: Operational Restructuring
Period : 1993 - 2002
Organization : Gujarat Ambuja (GACL)
Pub Date : 2005
Countries : India
Industry : Cement
In December 1999, GACL acquired a 51% stake in Delhi based DLF Cement for Rs 3.5 billion. DLF Cement had started its operations in 1997 in Rajasthan with a plant of capacity 1.4 mtpa. After this merger, GACL became the fourth largest cement manufacturer in India after ACC, L&Tand Grasim. In the same month, GACL also acquired a 7.2% stake in Associated Cement Companies (ACC) for Rs 4.55 billion. ACC was the largest manufacturer of cement in India. With 14 manufacturing units in India, it had a total capacity of over 11 mtpa. It was one of the largest integrated cement companies in the world. |
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GACL had a large distribution network of 11,500 outlets. It was one of the first cement companies in the country to recognize the importance of brand building. The company's cement, sold under the Gujarat Ambuja brand name, enjoyed good brand equity and sold at a premium. The company was the overall market leader in the Indian cement industry (Refer Table I).
Table I
Indian Cement Industry - Companies and their Marketshare (2001)
Region |
East |
South |
North |
West |
Total |
(Mkt. Size in million tonnes) |
-14 |
-23.8 |
-28.1 |
-24.6 |
-90.5 |
Grasim-L&T Combine |
20 |
21 |
13 |
37 |
22 |
GACL-ACC |
24 |
10 |
36 |
23 |
24 |
JK Group |
- |
- |
16 |
- |
5 |
India Cements |
- |
22 |
- |
- |
5 |
Madras Cements |
- |
22 |
- |
- |
5 |
Lafarge |
23 |
- |
- |
- |
3 |
Others |
33 |
35 |
35 |
40 |
36 |
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