Gujarat Ambuja - Redefining Operational Efficiency

            

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Themes: Operational Restructuring
Period : 1993 - 2002
Organization : Gujarat Ambuja (GACL)
Pub Date : 2005
Countries : India
Industry : Cement

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Case Code : OPER009
Case Length : 12 Pages
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Background Note Contd...

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.

By the late 1990s, GACL had emerged as one of the most energy efficient and technologically advanced cement manufacturers in India. In December 2001, GACL began trial production at a new 2 mtpa plant in Chandrapur, Maharashtra, taking its total capacity to 12.5 mtpa (Refer Exhibit I). For the financial year 2000-01, the company recorded a turnover of Rs 12.52 billion and a net profit of Rs 1.5 billion (Refer Exhibit II).

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

Source: www.equitymaster.com

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