Gujarat Ambuja - Redefining Operational Efficiency

Because of these marketing initiatives, GACL was able to maintain its market share in Gujarat, even while commanding a high price. The company posted an increase in sales in the highly competitive and complex Mumbai market even as demand growth slowed down and prices declined. Similarly, this focus on marketing led to an 8% increase in sales in the northern region during 1999-00. GACL continued to seek ways to reduce costs. It planned to use a captive thermal (coal-based) power plant to meet the power requirements of its Chandrapur plant. As the power plant was close to coal mines, the company expected the variable cost of power to be significantly lower.

Refuting the claims that the company's drive for achieving operational excellence was totally market-driven, Singhvi said, "We eat, live and breathe cement and we are completely focused on the business. We try and bring in global best practices into a commodity business. This obsession is important for survival."