Assessment of customer needs for UltraTech ready mix concrete: value added concrete (VAC) in Mumbai market.

Abstract

UltraTech is one of the key businesses of Aditya Birla Group notching a revenue in excess of Rs. 20000 crores in FY 2012-13 which constitutes about 11% of the group’s total revenue. UltraTech operates along three products lines: Cement, Ready Mix Concrete (RMC) and Building Products. The RMC industry in India is still in a stage of infancy with low penetration levels at 8-9%, pointing at tremendous potential for growth. However the industry is extremely fragmented and features a large number of local, disorganized players in addition to organized players like UltraTech, ACC etc. Buying power is high for both customers and supplier while barriers to entry are low. Competition is fierce and based on price. Special Concrete products are viewed as the means for injecting the much-needed differentiation in a commoditised business. The project dealt with understanding and assessing customer needs for Value Added Concrete (VAC) products in Mumbai market.