BS Marketing Initiative

The Green Architecture Revolution

.

July 14, 2021 15:47 IST
JSW-Cement

Green or sustainable architecture, which promotes intelligent use of natural resources through energy efficiency, eco-friendly materials, and complements natural mechanisms to conserve the biodiversity of the area, remains the need of the hour.

Independent studies point out that in the next one year, 60% of construction companies in European nations will have doubled their number of sustainable projects—going from the current 18% to a significant 37%.

The goal now is to ensure that materials used and products consumed in a structure should have a reduced or net zero carbon footprint. Take, for instance, in the case of Ordinary Portland Cement (OPC), the process for its production is the major concern for carbon dioxide pollution and other harmful air pollutants. It is a fact that the cement industry devours about 5% of industrial energy with a 7% release of CO2 worldwide, one of the prime gases causing global warming.

Green Blended Cement or Portland Slag Cement (PSC) is the key material for this problem, which is manufactured using Slag as a raw material. Slag is the by-product of steel manufacturing. Slag also ensures increasing strength for structures.

THE GLOBAL PERSPECTIVE

The Green Blended Cement market is also supported by global movements, who are promoting sustainable construction and green architecture, one of the certification’s is Leader in Energy and Environmental Design (LEED). In a recent development, Romania and Germany have simultaneously introduced a Green Cement, which will contribute towards reduction in CO2 emissions by over 40%.

In the United Kingdom, for example, recycled material from construction and demolition waste is increasingly being used to replace natural aggregates in concrete. Similarly, a construction materials company in Germany has used European Union (EU) funding to develop new mixing technologies which reduce the volume of CO2 emissions generated during its concrete production.

The CO2 emission in the Asia-Pacific is a reason of concern for the government, who now is promoting greener, environmental products such as Green Blended Cement. This further boosts the market size. Africa and the Middle East region as well are expected to show considerable growth.

These factors are catalysing the growth of Green Blended Cement or Portland Slag Cement (PSC) market. It is also considered as an eco-friendly solution for buildings and construction which can reduce CO2 emission by 40% compared to the traditional OPC.

INDIA’S CEMENT INDUSTRY LEADS THE WAY

India's cement industry, which is ranked No. 2 globally after China in terms of production volume, is recognized as one of the most energy-efficient in the world, for instance. It is all due to the adoption of low-carbon and cost-effective technologies.

In fact, in the field of green and sustainable construction, there are companies such as JSW Cement, which are totally committed to the task of taking things to the next level.

Being a leading manufacturer of Green Blended Cement or PSC in India, JSW Cement is a stellar example of a sustainable business practice. Its products that are produced using high quality glassy Slag from the JSW Steel plants are heat-resistant, unyielding to chemicals, relatively impermeable and better adept at withstanding corrosion. The concept of sustainable development includes the ability to build the facilities and structures needed today without compromising natural resource supply for the future. Any future attempt to address global warming issues will be partly centred on the way buildings are designed and operated to be energy-efficient and environmentally sustainable. As a company committed to its social responsibility, JSW Cement completely believes in the concept of sustainable development. It ensures that everything its employees do is sustainable, be it at work or home.

With a strong presence in 11 major states in India, JSW Cement is now ready to expand their footprint in the country and overseas by adding to the existing six active state-of-the-art manufacturing plants and three mines and intend to increase production capacity to 25 MTPA by 2023. Gurminder Singh, Head-Branding, JSW Cement, says, “In this age of sensitive environmental conditions, we as a brand are trying to portray the importance of using green products. Through our marketing initiatives we are aiming at creating awareness about the advantages of using green cement for Individual Home Builders. We have showcased our Green Vision through the concept of friendship 'Yaariyaan' between JSW Cement, the home builder, environment, and infrastructure of our country in our latest TVC.”

There is a perspective that OPC has to go the same way as fossil fuels: phased out as soon as possible.

Moreover, the path forward for the cement industry is clear: embrace digitisation and sustainability. Putting these two trends at the core of planning for the future will help cement players catch up to those in other heavy industries and achieve considerable productivity gains sustainably.

 

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The Green Architecture Revolution

.

Green or sustainable architecture, which promotes intelligent use of natural resources through energy efficiency, eco-friendly materials, and complements natural mechanisms to conserve the biodiversity of the area, remains the need of the hour.

Independent studies point out that in the next one year, 60% of construction companies in European nations will have doubled their number of sustainable projects—going from the current 18% to a significant 37%.

The goal now is to ensure that materials used and products consumed in a structure should have a reduced or net zero carbon footprint. Take, for instance, in the case of Ordinary Portland Cement (OPC), the process for its production is the major concern for carbon dioxide pollution and other harmful air pollutants. It is a fact that the cement industry devours about 5% of industrial energy with a 7% release of CO2 worldwide, one of the prime gases causing global warming.

Green Blended Cement or Portland Slag Cement (PSC) is the key material for this problem, which is manufactured using Slag as a raw material. Slag is the by-product of steel manufacturing. Slag also ensures increasing strength for structures.

THE GLOBAL PERSPECTIVE

The Green Blended Cement market is also supported by global movements, who are promoting sustainable construction and green architecture, one of the certification’s is Leader in Energy and Environmental Design (LEED). In a recent development, Romania and Germany have simultaneously introduced a Green Cement, which will contribute towards reduction in CO2 emissions by over 40%.

In the United Kingdom, for example, recycled material from construction and demolition waste is increasingly being used to replace natural aggregates in concrete. Similarly, a construction materials company in Germany has used European Union (EU) funding to develop new mixing technologies which reduce the volume of CO2 emissions generated during its concrete production.

The CO2 emission in the Asia-Pacific is a reason of concern for the government, who now is promoting greener, environmental products such as Green Blended Cement. This further boosts the market size. Africa and the Middle East region as well are expected to show considerable growth.

These factors are catalysing the growth of Green Blended Cement or Portland Slag Cement (PSC) market. It is also considered as an eco-friendly solution for buildings and construction which can reduce CO2 emission by 40% compared to the traditional OPC.

INDIA’S CEMENT INDUSTRY LEADS THE WAY

India's cement industry, which is ranked No. 2 globally after China in terms of production volume, is recognized as one of the most energy-efficient in the world, for instance. It is all due to the adoption of low-carbon and cost-effective technologies.

In fact, in the field of green and sustainable construction, there are companies such as JSW Cement, which are totally committed to the task of taking things to the next level.

Being a leading manufacturer of Green Blended Cement or PSC in India, JSW Cement is a stellar example of a sustainable business practice. Its products that are produced using high quality glassy Slag from the JSW Steel plants are heat-resistant, unyielding to chemicals, relatively impermeable and better adept at withstanding corrosion. The concept of sustainable development includes the ability to build the facilities and structures needed today without compromising natural resource supply for the future. Any future attempt to address global warming issues will be partly centred on the way buildings are designed and operated to be energy-efficient and environmentally sustainable. As a company committed to its social responsibility, JSW Cement completely believes in the concept of sustainable development. It ensures that everything its employees do is sustainable, be it at work or home.

With a strong presence in 11 major states in India, JSW Cement is now ready to expand their footprint in the country and overseas by adding to the existing six active state-of-the-art manufacturing plants and three mines and intend to increase production capacity to 25 MTPA by 2023. Gurminder Singh, Head-Branding, JSW Cement, says, “In this age of sensitive environmental conditions, we as a brand are trying to portray the importance of using green products. Through our marketing initiatives we are aiming at creating awareness about the advantages of using green cement for Individual Home Builders. We have showcased our Green Vision through the concept of friendship 'Yaariyaan' between JSW Cement, the home builder, environment, and infrastructure of our country in our latest TVC.”

There is a perspective that OPC has to go the same way as fossil fuels: phased out as soon as possible.

Moreover, the path forward for the cement industry is clear: embrace digitisation and sustainability. Putting these two trends at the core of planning for the future will help cement players catch up to those in other heavy industries and achieve considerable productivity gains sustainably.

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