Social and Relationship Capital
ACC places community engagement at the core of its CSR approach, reaching over 5.7 lakh people across 212 villages in 21 states. Leveraging a data-driven, participatory, SDG-aligned, region-specific programmes, the CSR team fosters collaboration, sustainable development and long-term partnerships.
Material Topics
Strategic Priorities
Key Risks and Opportunities
Stakeholders Impacted
Communities
Suppliers
Media
Construction Professionals
Government
and Regulatory
Authorities
Employees
Channel
Partners
SDGs Impacted
The Company engages deeply with its communities to understand their evolving aspirations and co-create solutions that deliver long-term value. In collaboration with the Adani Foundation, the Company is committed to empowering marginalised communities and shaping a brighter future for them. Rooted in the Adani Group’s philosophy of ‘Growth with Goodness’ and guided by the ethos of Seva—selfless service, it undertakes purposeful actions that reinforce its social licence to operate and grow.
Material Topics
Capitals
SDGs
Key Risks and Opportunities
Strategic Priorities
GRI Linkage
GRI 413At the heart of the Adani Group's approach to CSR lies Seva, the ethos of selfless service. Seva is the guiding emotion that shapes the Company's social interventions and reflects its deep commitment to nation-building, sustainability, and community empowerment, aligned with the Group's overarching philosophy of 'Growth with Goodness'. It is about laying the foundation for a future defined by inclusion, equity, dignity and opportunities. The Company's CSR efforts extend beyond addressing immediate needs to creating pathways for multifaceted growth and development, ensuring that individuals and communities are equipped to drive their own futures.
A primary feature of the Group's CSR strategy is its focus on sustainable empowerment. With this belief, the Adani Foundation designs programmes with a long-term perspective, ensuring sustainable and long-term empowerment of the community.
A primary feature of the Group's CSR strategy is its focus on sustainable empowerment.
The Company implements its CSR initiatives through the Adani Foundation, the social welfare and development arm of the Adani Group, established in 1996. For nearly three decades, the Foundation has served as a catalyst for inclusive and sustainable development, translating the Adani Group's purpose and philosophy into meaningful, on-ground action across India. It continues to walk alongside communities—listening, learning, and partnering to create pathways for opportunity, resilience, and shared progress.
The Foundation works across geographies with a life-cycle approach and inclusive framework to enable change where it matters the most. Currently, it is operating in 7,071 villages across 22 states, positively impacting 9.6 million lives. Its interventions span critical development areas, including education, health and nutrition, sustainable livelihoods, climate action, and community development, with a strong focus on children, women, youth, and marginalised populations. The strategies of the Foundation are aligned with national priorities and Sustainable Development Goals (SDGs), ensuring that its initiatives contribute to nation-building and holistic development.
To accomplish a passionate commitment to social obligations towards communities, fostering sustainable and integrated development, thus improving quality of life.
To play the role of a facilitator for the benefit of the people without distinction of caste or community, sector, religion, class or creed, in the fields of education, community health, and promotion of social and economic welfare and upliftment of the people in general.
6% Increase in CSR Spending as Compared to the Previous Year
27% Increase in Lives Touched as Compared to the Previous Year
As part of the Adani Foundation, ACC implements CSR programmes focused on education, health, livelihoods, skill development and community infrastructure. Aligned with national priorities and the UN Sustainable Development Goals (SDGs), ACC promotes sustainable development and inclusive growth, enhancing dignity, well-being and long-term prosperity for the communities across its areas of operations and beyond.
Since 1996, the Adani Foundation, the community engagement arm of the Adani Group, has empowered children, women, and marginalised communities through targeted initiatives that drive social development across 7.071 villages in 22 states. At ACC CSR sites, its work reaches 212 villages across 21 states, benefiting over 5.7 lakh individuals.
The Company follows a structured, evidence-based approach to identify community priorities through tools such as Participatory Rapid Appraisal, micro-planning and baseline assessments. These insights guide the design of regionspecific interventions and ensure active community involvement across planning, implementation and monitoring, with meaningful contributions from all stakeholders.
A community-led, last-mile model guides ACC's healthcare initiatives, bringing services closer to people rather than expecting them to overcome access barriers. The care continuum is strengthened through mobile medical units, community clinics, health camps and upgraded village health centres, supported by telemedicine and portable diagnostics. Trusted local health workers enable awareness, preventive care and continuity of support. Partnerships with government systems and medical institutions ensure integrated, reliable and sustainable delivery. Together, these efforts make healthcare a consistent presence in communities, defined by accessibility, compassion and long-term commitment rather than one-time interventions. Through sustained consultations, material assistance and infrastructure support to public health facilities, the Adani Foundation has already reached 71,597 beneficiaries at its cement CSR and CER locations.
In remote regions such as Ametha, Tikaria and Gagal, access to tuberculosis diagnosis was often delayed by distance, lost wages and limited infrastructure. The Adani Foundation addressed this through portable, handheld X-ray technology that enabled on-site screening and rapid reporting within villages. Screening rates rose sharply, up to 382% in some areas, while earlier detection improved treatment initiation. The initiative strengthened government health systems and expanded preventive therapy coverage. Complementary ration support under the Nikshay Mitra programme further aided recovery, improving treatment adherence and making healthcare more accessible, timely and patient-centric.
In Vijay Nagar ward, Wadi, limited healthcare access once forced residents to travel long distances for basic treatment, eroding trust and dignity. The Adani Foundation restored the abandoned health centre, creating a clean, functional facility with safe drinking water and improved infrastructure. Today, villagers access dependable, nearby care, improving health-seeking behaviour and confidence in local services. The intervention moved healthcare from uncertainty to assurance, especially for vulnerable households, reaffirming that quality care is a community right. This revival not only re-established services but rebuilt trust, dignity and longterm healthcare resilience.
In Kurumbapalayam, the absence of a functional health centre for over five years left residents reliant on improvised, uncertain care, often delaying treatment. Responding to community needs, the Adani Foundation invested D 25 lakh to construct a new, fully operational facility. The centre now serves over 1,000 people monthly, offering essential health and family welfare services through a full-time village health nurse and visiting medical officer. Healthcare has become accessible, predictable and dignified, particularly for vulnerable groups. Beyond infrastructure, the intervention restored trust, reduced delays and reaffirmed healthcare as a fundamental community right.
A nationwide blood donation initiative led by the Adani Foundation mobilised people across 206 cities, supported by 3,000+ healthcare professionals, resulting in 27,661 units of blood collected. Adani Cement emerged as the highest contributor, donating 8,021 units, a 65% yearon- year rise reflecting a strong culture of service, compassion and collective responsibility towards community well-being.
ACC's education initiatives are aimed at supporting learners at every stage. Infrastructure upgrades to classrooms, sanitation, libraries, laboratories and sports facilities are complemented by teacher training, bridging programmes and focused academic support. Sports and specialised initiatives promote physical literacy, teamwork and confidence, while inclusive programmes ensure children with special needs can participate fully. For youth, structured preemployment and career-oriented training, including preparation for uniformed services, links education to opportunity.
In the current year, the UTHAAN Project of the Adani Foundation continued to play a catalytic role in strengthening the quality of education in government schools located at cement sites. Focused on rural and underserved areas, the project enhanced school infrastructure, promoted activitybased learning and strengthened teaching practices through structured teaching practices. With a strong emphasis on holistic student development and community engagement, the intervention addressed critical learning gaps and improved classroom experiences. During the year, the UTHAAN project was implemented across 18 schools, directly benefiting 2,302 students.
In FY 2025-26, the Adani Foundation strengthened its education interventions at cement sites, with a focused emphasis on enhancing learning outcomes and bridging educational gaps among children and youth in surrounding communities. Through sustained investment in educational infrastructure, flagship initiatives such as UTHAAN and academic support through coaching classes, the foundation addressed learning deficiencies and improved access to quality education. During the year, these education initiatives collectively reached 33,684 beneficiaries, reaffirming Adani Foundation's role in advancing quality education.
In Lohars village, financial hardship often disrupts education. Deepesh Sahu and Satyam Sahu, sons of marginal farmers and daily wage earners, faced uncertainty until they joined the Adani Foundation's free coaching programme. Structured academic support and mentoring strengthened their confidence and performance. In 2025, both cleared the Jawahar Navodaya Vidyalaya entrance examination, securing free quality education from classes 6-12 — easing financial pressure on their families and inspiring other families to view education as an attainable pathway to a better future.
For Manjhi Sundi from Cheriya Pahadi, football became a gateway to opportunity through the Adani Foundation Football Training Centre at ACC Chaibasa. Structured coaching and mentorship developed his sporting ability alongside discipline, teamwork and resilience. His selection to the Jharkhand Under-20 Men's Team marked a key milestone, placing his talent on a larger stage. Drawing on this foundation, he also cleared the Jharkhand State Home Guard Recruitment Examination and now serves in public safety. His journey reflects how sports-led development can build confidence, livelihoods and long-term pathways for tribal youth.
Our livelihood initiatives adopt an ecosystem-based model that strengthens on-farm, off-farm and non-farm income sources, creating balanced and resilient rural economies. In agriculture, ACC advances sustainable practices through efficient water management, soil health improvement, crop diversification and farmer capacity-building, supported by farmer-producer organisations that enhance market access. Allied activities such as dairy and animal husbandry provide stable supplementary incomes, particularly for women and smallholders. Close alignment with government schemes, use of renewable energy and strong community participation ensure these interventions build long-term resilience, local ownership and sustainable income systems beyond a single season. In FY 2025-26, the Adani Foundation significantly advanced its sustainable livelihood development interventions across its cement locations, reaching 26,399 individuals.
In Chaibasa, Damodar, Lakheri and Sindri, where farming depended heavily on erratic rainfall, water insecurity often led to crop loss and seasonal migration. The introduction of solar-powered lift irrigation systems under the Sustainable Agro-based Livelihoods approach transformed this reality. Today, 234 farmers use 11 units to irrigate 111 acres, enabling multi-season cropping and cultivation of high-value produce. Average incomes have risen by ` 30,000 per acre, while allied activities such as animal husbandry have expanded. Improved water access has reduced migration, strengthened household stability and restored community confidence, making agriculture a reliable and sustainable livelihood foundation.
In Annibejal near Tikaria, dairy farming long sustained households but offered uncertain returns due to middlemen and opaque pricing. In 2023, the Annapurna Milk Collection Centre, managed by women's self-help groups and linked to Mother Dairy, transformed this reality. Sixteen SHGs now operate two units collecting around 400 litres daily, benefiting 100 farmers across 10 villages. Quality testing and transparent pricing ensure earnings of ` 55-` 70 per litre. Regular incomes have strengthened household stability, enhanced women's decision-making and built confidence in collective enterprise, demonstrating how community-led dairy initiatives can deliver dignity, fairness and lasting rural progress.
In drought-prone Shindola, uncertain rainfall and inefficient flood irrigation kept farm yields low and livelihoods fragile. Through the Adani Foundation’s water-efficient irrigation initiative, farmers like Sandip Vasanta Wasukar adopted sprinkler systems to make better use of scarce water. On his eight-acre farm, water use fell by 65–70%, irrigation time reduced significantly and wheat yields rose by two quintals per acre. Lower labour needs and improved crop health eased financial pressure. Beyond productivity gains, assured irrigation restored confidence, enabling farmers to plan and reinforcing agriculture as a sustainable, dependable livelihood for the community.
Through industry-aligned skill development centres, ACC delivers training that responds to real market needs, preparing youth for both salaried roles and entrepreneurship. Participants choose pathways suited to their aspirations and local opportunities. Support extends beyond technical skills, with linkages to government welfare schemes, financial inclusion and local employment networks. This integrated approach ensures training leads to lasting livelihoods rather than short-term placements. By bridging aspiration and opportunity, the initiative strengthens resilience, confidence and economic independence, enabling young people to build secure futures and contribute meaningfully to their communities.
In Kymore, young women faced
limited local employment, often
forced into informal work or
migration despite growing
ambition and education. The
Adani Foundation addressed
this by establishing a
Knowledge Process Outsourcing
(KPO) centre, providing
structured, professional jobs to
100 women from Kymore and
nearby villages, with monthly
incomes of
` 15,000-` 20,000.
Beyond wages, employees
gain digital, communication
and workplace skills, building
confidence and capability.
Consistent earnings empower
women to contribute to
household decisions, savings
and well-being. Families now
view women's work as safe
and sustainable, while the
community benefits from
talent retained locally. By
combining opportunity with
skill-building, the initiative
transforms lives, strengthens
families and demonstrates that
empowerment flourishes when
livelihoods are created within
the community, allowing women
to stand on their own feet with
dignity, independence and
purpose.
After her father's passing, Payal's family in Gagal faced emotional and financial strain, with her mother working long hours as a domestic helper. Seeking direction, Payal enrolled in the Retail Sales Associate course at the Adani Skill Development Centre, where training in communication and workplace skills rebuilt her confidence. She secured employment at MG Baker's in Panchkula, earning D 22,000 per month, bringing stability and renewed dignity to her household. Her journey shows how timely skill development can restore self-belief, reshape family futures and help young people move beyond survival towards purposeful, independent lives.
In Chaibasa, five women from the Seyan Maskal Self-Help Group transformed a school kitchen into a hub of nutrition and empowerment. Through the Adani Foundation's support, they launched BRUNCH, providing wholesome meals to nearly 300 children daily, improving attendance and reducing mid-day dropouts. Priced at ` 25 per child, the initiative also generates around ` 2.25 lakhs monthly for the women, strengthening livelihoods, financial independence and community recognition. Beyond food, the project has fostered confidence, decision-making and leadership among women, while creating a sustainable, communitydriven solution that enhances child nutrition, education and local empowerment.
The Adani Foundation and ACC are advancing women-led empowerment through targeted livelihood interventions that promote financial independence and social inclusion. One such example is Alka Kumari from Gullitand village in Sindri, a specially abled woman who aspired to overcome financial vulnerability despite limited resources and livelihood opportunities.
Through the Sangini Mart initiative, Adani Foundation supported Alka with financial and operational assistance, including initial shop set-up and basic inventory support. This intervention enabled her to establish and independently manage a local retail shop, creating a sustainable source of income and strengthening household stability.
Today, Alka earns a regular monthly income of approximately I 5,000, contributing meaningfully to her family’s financial well-being. Beyond economic support, the initiative has enhanced her confidence, dignity and social standing, reflecting the transformative impact of inclusive, community-driven livelihood development.
Through a need-based, communityled approach, the Adani Foundation identifies infrastructure priorities in close consultation with residents and local institutions. Projects include roads, pathways, lighting, water solutions and shared spaces like halls, libraries and playgrounds. These interventions improve daily life, enhance safety and foster social interaction while promoting long-term sustainability, community ownership and stronger social cohesion. By addressing practical needs and enabling collective engagement, the work empowers communities to shape their environment, creating spaces that support wellbeing, connection and shared progress. During the year, the Adani foundation translated this belief into action by completing over 115 community-focused infrastructure projects, positively impacting more than 3,61,677 beneficiaries.
In Kharkhari, ACC and the Adani Foundation are helping farmers embrace modern sprinkler irrigation, improving water efficiency and crop yields. For Ramji Patel, the system halved irrigation time, cut electricity costs and reduced financial burden through subsidies. His success is inspiring wider adoption, demonstrating how sustainable, technology-driven farming strengthens livelihoods and fosters community resilience.
In Jamul, a narrow, waterlogged road once disrupted daily life for over 30,000 residents, making commutes to homes, schools, workplaces and essential services unsafe and unpredictable. The Adani Foundation expanded the road from three to 4.5 metres and built a 930-metre drainage system, ensuring year-round accessibility. The intervention has transformed mobility, reduced delays and restored safety. For residents like Jyoti Sahu, daily travel is now predictable and secure. Beyond convenience, the upgraded road strengthens livelihoods, improves access to education and healthcare and reconnects communities, demonstrating how targeted infrastructure can rebuild confidence and enhance collective well-being.
In Gagal's remote villages, poor connectivity once made daily life a struggle, limiting access to healthcare, education and markets. Over a decade, the Adani Foundation, in partnership with local leaders, constructed 16 km of drainage-equipped footpaths, three bridges and a 294-metre road linking isolated hamlets. Children now walk safely to school, farmers transport produce with ease and emergency services reach homes directly. More than 6,000 residents benefit from reliable, safe routes, restoring dignity, opportunity and resilience. For communities like Kuddi, what began as steps and pathways has become a lifeline, transforming everyday life and strengthening collective wellbeing.
In Lakheri and eight neighbouring villages, inadequate street lighting once made nights unsafe, limiting mobility and daily routines. The Adani Foundation installed 229 energy-efficient LED streetlights, restoring visibility, reducing accident risks and enabling residents, especially women and children, to move freely after dark. With local panchayats managing maintenance, safety improvements are sustainable and community-led. Beyond security, the lights foster confidence, social interaction and continuity of daily life, while reducing energy consumption. This intervention demonstrates how thoughtful infrastructure can transform fear into reassurance, turning once uncertain nights into safe, empowering spaces for entire communities.
The Adani Foundation’s climate initiatives focus on locally tailored, ecosystem-based solutions. By rejuvenating ponds, streams and canals, constructing water-harvesting structures and promoting groundwater sustainability, communities gain reliable access to water. Tree plantations and catchment protection enhance green cover, while local volunteers help monitor and maintain resources. These efforts not only strengthen water security and support climateresilient agriculture but also empower communities to adapt confidently to environmental change, fostering a sense of ownership, resilience and long-term sustainability. During the year, the Adani Foundation’s climate action intervention positively impacted 35,968 individuals, underscoring the commitment to responsible environmental stewardship and a resilient low-carbon future.
In Bohardih, Chhattisgarh, fragmented seasonal ponds limited farming and created uncertainty. Through the Sapt Sarovar initiative, seven ponds were connected, two new ones created and 14 channels with 20 bunds constructed, forming an integrated water system. This improved retention, groundwater recharge and equitable irrigation across 70 acres, benefiting 60 farmers and 1,200 villagers. Agricultural yields stabilised and communities began planning collectively. Women from Self-Help Groups leveraged reliable water for vegetable cultivation, generating additional income. By turning scattered ponds into a unified system, the project strengthened livelihoods, enhanced resilience and demonstrated the power of shared, community-led water solutions.
In Halakatta village, erratic monsoons once threatened farmers like Eranna with crop failure, debt and uncertainty. Community action led to the construction of a check dam with a 6,000 cubic metre capacity, enabling year-round irrigation across nearly 30 hectares. Groundwater stabilised, vulnerability reduced and farming became more predictable. Eranna now cultivates three crops and earns an additional ` 30,000 annually, alongside goat rearing. The initiative transformed water from a source of risk into resilience, empowering farmers to plan ahead, diversify livelihoods and secure a more confident, sustainable future together.
In Kharkhari, Madhya Pradesh, farming was a struggle against erratic rains and low-fertility land. For Sri Jagannath Patel, limited water allowed only a single modest Rabi crop annually. The construction of a 20X20X3 metre farm pond by the Adani Foundation transformed this reality, storing 800 cubic metres of rainwater for year-round use. With reliable irrigation, soil moisture improved, cropping diversified and productivity increased, enabling paddy, tur and vegetables like onion and coriander. Beyond income gains, the pond restored confidence, planning and resilience, turning one small structure into a catalyst for community learning, stability and sustainable agricultural progress.
ACC's parent company, Ambuja Cements places strong emphasis on building transparent, trust-led and long-term relationships with customers, supported by consistent engagement, reliable service and value-added solutions.
The Company recognises that homebuilding is one of the most important milestones for Indian families, with Individual Home Builders (IHBs) at the heart of its customer strategy. Beyond the supply of cement, ACC's parent company, Ambuja Cements supports customers through technical guidance and comprehensive construction solutions. Through Ambuja Certified Technology (ACT), the Company has established an integrated ecosystem that brings together dealers, influencers and IHBs, offering access to specialised products, expert support, skilled manpower and standardised construction practices. In FY 2025- 26, ACT was implemented across more than 64,854 customer sites, reinforcing customer confidence and long-term loyalty. Customer relationships are managed through the IEAR framework (Identify, Enrol, Acquire, Retain), enabling structured engagement and sustained relationship development.
ACC maintains a robust and accessible grievance redressal system to ensure timely resolution of customer concerns. Customers can reach the Company through a toll-free number printed on cement bags, a dedicated email address and postal details available on product packaging and the website. All complaints are logged, tracked and resolved within defined timelines, with learnings used to enhance service standards and product quality. Regular brand health assessments and customer satisfaction surveys further help the Company monitor expectations and strengthen the overall customer experience.
ACC regards customers as longterm partners in its sustainability journey and prioritises trust-based relationships that deliver shared value. With a diverse customer base that includes individual home builders, developers, institutional clients, masons, contractors and other professionals, the Company actively incorporates customer feedback and evolving expectations—particularly on sustainability—into its decision-making processes. It remains committed to delivering consistently high-quality products and services while enhancing customer experience through technologyenabled solutions. Through structured engagement models and digital interventions, ACC supports customers throughout the lifecycle, from awareness to retention, while upholding strong standards of health, safety and data privacy. This approach underpins inclusive growth, responsible business practices and long-term stakeholder value.
ACC serves a diverse customer base, including individual home builders, developers, institutional clients, masons, contractors and professionals. Individual home builders are a critical segment, increasingly relying on contractors for decision-making. Recognising this, the Company continually refines its offerings to meet their evolving needs. Contractors play a central role in the construction of individual homes, executing key on-site activities and exerting increasing influence over purchase decisions, with a single contractor now handling an average of 25-30 million tonnes per month. To strengthen contractor relationships, enhance market visibility and extend its reach, ACC introduced the 'Mega Experiential Events for Contractors'. These events combine engagement and entertainment, recognise top performers, showcase brand stories, products and services, and enrol new participants into loyalty programmes, complemented by gifts and giveaways.
Derived from the Sanskrit word for dialogue, SamvAAAd was reimagined with a distinctive triple 'AAA' identity including ACC, Ambuja and Adani, symbolising the convergence of three strengths with a shared vision of nation building. The platform fostered meaningful conversations on how innovation, technology, sustainability and partnerships are redefining India's construction ecosystem and advancing the vision of Viksit Bharat 2047.
It also highlighted Adani Cement's evolution into a comprehensive building materials and solutions powerhouse, showcasing a diverse portfolio of cement, concrete and specialty products designed for performance, durability and sustainability. More than an event, SamvAAAd underpinned the power of dialogue, reiterating that India's next phase of growth will be built on trust, shared ambition and purposeful partnerships.
NirmAAAnotsav reflects a shared commitment to transforming India's real estate sector through assured quality, reliable supply and sustainable solutions. With real estate accounting for nearly 60% of cement demand, the platform enables developers to build responsibly and at scale. The Jaipur edition, set amid Rajasthan's iconic forts and contemporary skylines, brought together CREDAI Rajasthan and Adani Cement to explore future-ready solutions that blend heritage with innovation.
Following successful editions in Ahmedabad and Nashik, these partnerships focused on highperformance construction and expanding RMX capacity across Maharashtra. With India's per capita cement consumption well below global averages, growth potential remains significant. As a global building materials leader with SBTi-validated net-zero targets, Adani Cement continues to set benchmarks in scale, sustainability and collaboration, shaping skylines and a greener future.
The 'Wall of Fame' serves as a distinguished recognition platform that honours contractors who consistently implement Ambuja/ ACC Construction Technology under the guidance of technical experts. Contractors applying ACT across ten or more sites are featured at dealer outlets, reinforcing their commitment to quality and excellence. The initiative not only celebrates high standards in construction but also encourages wider adoption of best practices, with dealers playing an active role in promoting ACT and strengthening overall construction quality.
ACC leverages a comprehensive marketing strategy that strengthens its parent brand through consistent, creative and impactful communication. The Company emphasises strong on-ground branding for regional initiatives, complemented by the effective use of digital platforms to ensure relevant and targeted outreach. With a legacy spanning nearly nine decades, ACC has played a crucial role in shaping India's infrastructure and improving the quality of life across the country. Furthermore, Adani Cement's partnerships with films amplify recall through in-film branding and promotions, blending cinema with storytelling to deepen engagement and market impact, benefitting ACC.
ACC and Ambuja, two of India's most trusted and iconic cement brands, form a vital part of the Adani Group's integrated power-to-ports ecosystem. Backed by sustained investments, strengthened operational capabilities and customer-focused technical services, the brands continue to expand capacity, broaden market presence and enhance reliability across diverse infrastructure applications. Built on decades of trust and performance, they remain firmly positioned among India's leading cement brands, delivering consistent quality while contributing to the country's long-term infrastructure and economic development.
Regional campaigns, dealer events, and experiential programmes to deepen local reach and contractor loyalty.
Tailored content across website and social media (Facebook, Instagram, YouTube, LinkedIn) to amplify brand messages and generate leads.
Loyalty schemes, training, plant visits, and tools for dealers and contractors to convert brand awareness in market into sales.
Promoting green and premium products through technical content and case studies to influence specifiers and professionals.
Use of analytics to optimise campaigns, improve targeting, track conversions, and refine messaging.
On-ground Activation
Adani Cement strengthened its on-ground brand presence through a strategic, multi-touchpoint visibility
approach
across high-footfall and high-impact locations. By integrating site-level branding, transit networks and
culturally
significant clusters, the Company enhanced brand recall, deepened engagement and ensured consistent
visibility
across diverse consumer touchpoints.
Adani Cement strengthened its on-ground visibility across high-footfall pilgrimage locations through targeted, multi-touchpoint branding. Initiatives included 250 mini hoardings in the Sabarimala Temple region, traffic signal branding near Guruvayur Temple, umbrella branding at Kalighat and Dakshineswar Kali temples, and PP-branded barricades at Chintpurni, Jwala Ji and Naina Devi temples—collectively enhancing brand recall and presence.
ACC established a dedicated Cement Zone at the Magh Mela, offering pilgrims a comfortable rest space with seating and massage chairs. This peoplecentric initiative strengthened emotional connect and engagement, with an expected reach of over six crore visitors, significantly amplifying brand visibility at scale.
Adani Cement executed high-impact activations during cultural events such as the Rath Yatra in Gujarat, where water kiosks and ACC-branded umbrellas provided utility while reinforcing brand recall. These efforts were complemented by a digital video campaign on premium products that surpassed one million views within three days, along with a radio campaign for ACC Gold that drove strong engagement—collectively enhancing premium positioning across platforms.
Adani Cement strengthened brand visibility by showcasing ACC and Ambuja Cements products across Adani Airports, leveraging high-footfall, premium transit environments to enhance recall and reinforce Group synergy. This integrated approach was further extended through branding at Adani Gas CNG stations in Gujarat and a strategic collaboration with Agrifresh (Farm-Pik) for curated gifting, enabling wider reach, deeper engagement and a cohesive brand experience across multiple touchpoints.
Adani Cement strengthened its point-of-purchase (PP) visibility through a strong out-of-home (OOH) media presence, leveraging high-impact formats such as hoardings, transit media and site branding. Strategically deployed across high-traffic corridors and key urban and semi-urban markets, these initiatives enhanced on-ground visibility and reinforced brand recall.
Adani Cement strengthened sitelevel brand presence through the deployment of branded green nets across strategically located real estate properties, creating a strong visual impact during construction phases. Positioned in prominent, high-footfall areas, these installations enhanced brand recall, reinforced on-ground visibility and ensured consistent brand presence.
The Company further strengthened its visibility through sports marketing during the India-England Test Series, leveraging on-ground branding across pitch mats, jerseys and sight screens. This enabled the extension of premium brand messaging to nationwide audiences, supported by targeted regional radio outreach.
Adani Cement continues to deepen connections through purposeful storytelling that celebrates people, culture and shared values. Through partner stories, culturally relevant campaigns and digital initiatives, the Company is building meaningful and lasting brand relationships.
Adani Cement's journey is defined by long-standing channel relationships that have reinforced its brands over decades. Kushal Kant Jain represents this legacy as a third-generation partner guiding the fourth, with over 50 years of association built on mutual respect and shared belief. His family's story reflects purpose, perseverance and pride, showing how strong relationships support strong structures. These partnerships go beyond business, acting as custodians of the brand's heritage and a shared vision for a stronger tomorrow. 'Heroes of Adani Cement' celebrates such outstanding contributors whose trust and commitment have shaped the Company's journey across generations.
Adani Cement's Black Friday social media campaign delivered strong digital performance, generating 29.3 million impressions, 26.8 million reach and over 86,000 engagements. The campaign resonated strongly with male audiences, contributing nearly 80% of overall results. Focused targeting and compelling content enabled effective audience penetration, driving high visibility, engagement and measurable impact across key consumer segments.
Adani Cement piloted its presence on quick commerce platforms, generating over 40 million impressions within just one week. By leveraging highvisibility digital storefronts across leading platforms, the initiative enhanced brand discoverability among urban, on-demand consumers.
Adani Cement's Diwali film pays tribute to the emotional essence of Indian homes, portraying Diwali as a celebration of values, memories and relationships that illuminate life. Titled 'Iss Diwali, Sirf Sajawat Nahi, Sahi Banawat Chuno', the film tells the story of Shikha, who cares for her home with warmth and devotion, seeing it as a living presence rather than a mere structure. Her simple rituals lighting diyas, cleaning spaces and pausing in reflection symbolise love, belonging and continuity.
ACC and Ambuja Cements marked Independence Day with a heartfelt video campaign celebrating the spirit of freedom and resilience. Through emotive storytelling and strong national connect, the initiative reinforced brand purpose while deepening audience engagement and pride.
Curated content around Children's Day, International Men's Day and the Hero series garnered over 25 million views. By combining meaningful storytelling with relevant themes, the initiative strengthened emotional connections, enhanced audience engagement and amplified brand visibility across digital platforms.
Adani Cement expanded its nationwide presence through highimpact ATL campaigns, reaching over 100 million audiences. Strategic weather branding on news channels ensured consistent visibility, while an always-on presence across blockbuster films in priority markets strengthened recall in high-engagement environments.
Complemented by targeted outreach to over 50 million consumers across key states, the campaigns delivered widespread visibility, deeper market penetration and sustained brand salience.
For Prithviraj Jagtap, a valued Adani Cement dealer from Mumbai and member of the CEO Club, trust has been the foundation of a journey spanning over four decades. Beginning with small volumes of ACC Cement nearly 40 years ago, he steadily built his business on credibility, relationships and consistent customer confidence. Over the years, the trust he placed in ACC evolved into trust that his customers and contractors placed in him, strengthening every link across the value chain. Supported by Adani Cement's digital platforms, technical expertise and marketing initiatives, he transformed his operations, improving efficiency while creating more time for family and personal priorities.
Today, as an active CEO Club member, Prithviraj not only celebrates shared success but also contributes valuable insights that help shape the Company's future direction.
Adani Cement is strengthening its partner ecosystem through structured engagement platforms that recognise performance, build trust and enable shared growth. By combining recognition, rewards and strategic collaboration, the Company is fostering a future-ready network anchored in transparency, loyalty and long-term value creation.
Dhanvarsha is a unique quarterly flagship initiative launched this year that brings together Adani Cement's channel partners, influencers and contractors to recognise shared achievements through a structured reward and recognition platform. Anchored in digital transparency, well-defined incentives and meaningful appreciation, the programme sets a strong benchmark for stakeholder engagement. Each edition continues to evolve, honouring contributors and their families through initiatives such as the Gruhlaxmi Saubhagya Awards, Dhanteras Special Awards, and Sankranti and Navotsav celebrations. Delivered through an integrated digital and on-ground format, Dhanvarsha engages over 50,000 stakeholders nationwide, with more than 10,000 families participating in person. The platform reflects Adani Cement's commitment to strengthening partnerships, deepening trust and enabling collective growth across its ecosystem.
Adani Cement leveraged influencer collaborations during the Maha Dhanvarsha event to significantly enhance brand visibility and digital engagement. By partnering with relevant voices, the campaign created authentic connections with wider audiences, achieving a collective reach of over 2.5 million and generating more than 60,000 organic shares within just two days.
Adani Cement hosted a series of focused engagements with its top-performing channel partners under the CEO Dealer's Club platform, blending strategic dialogue with recognition of excellence. Dealers achieving record milestones were honoured with CEO Club certificates, celebrating sustained performance and commitment. Leadership shared the Company's growth roadmap, including capacity expansion, premiumisation and demand-generation initiatives, while highlighting opportunities across the broader Adani ecosystem for partners and the next generation. Discussions also covered enhanced CEO Club privileges, regional collaboration and productivity-driven programmes, reinforcing a future-ready partner network anchored in trust, performance and long-term value creation.
Adani Cement organised its annual Gruh Laxmi Utsav dealer conferences across key regions, bringing together over 3,500 participants. Hosted in Jaipur, Mumbai and Kolkata, the events provided a platform to engage channel partners, share strategic insights and strengthen relationships. The conferences reinforced collaboration, recognised partner contributions and aligned stakeholders with the Company's growth vision, fostering deeper trust and sustained engagement across the dealer network.
ACC organised nationwide channel partner meets to celebrate relationships and reinforce alignment with the brand's positioning. Led by regional teams, these engagements recognised partner excellence and received strong appreciation across markets. With a family-oriented approach, the Company also acknowledged the support systems behind its partners, fostering a deeper sense of belonging within the extended Ambuja family.
Adani Cement strengthened channel relationships during festive periods through impactful counter branding and curated gifting initiatives. These efforts enhanced in-store visibility, reinforced brand recall at the point of sale and built goodwill, deepening engagement and loyalty across the partner network.
The Annual Dealer Conference 2025, held in Jaipur, brought together dealer communities from North Bihar and Jharkhand to celebrate partnership, performance and shared progress. The event recognised outstanding contributions, enabled meaningful interactions and reinforced the collaborative spirit driving Adani Cement forward. With engaging sessions and participation from dealer families, the conference fostered pride, trust and long-term alignment, reaffirming the Company's commitment to mutual growth and enduring partnerships.
Adani Cement marked Engineer's Day with a month-long campaign in September, engaging construction professionals and B2B customers across India. In collaboration with over 40 national and local professional bodies, the initiative delivered 80+ technical sessions led by internal and external experts, reaching more than 4,500 participants. Additionally, over 10,000 professionals received personalised photo frames, fostering deeper connections. The campaign also showcased the Company's comprehensive portfolio of cement, RMX and allied products, enhancing engagement, knowledge sharing and brand affinity within the professional community.
The Reward Connect online redemption window witnessed record participation from contractors, supported by seamless E-KYC verification integrated with government portals to ensure efficiency and authenticity. Conducted in two regional phases, the programme engaged over 90,000 contractors, with more than 156,000 gifts redeemed and 50.83 crore points utilised—the highest response to date.
Building on this momentum, a targeted campaign featuring top redeemers has been launched to promote premium products, highlighting enhanced rewards and point multipliers, thereby strengthening engagement and driving preference for higher-value offerings within the contractor loyalty programme.
Adani Cement reimagined a festive gesture through the launch of custom-designed playing cards, transforming them into a unique storytelling medium that celebrates togetherness, pride and shared identity. Distributed as Diwali Shagun to stakeholders, dealers and their families, each card reflects a milestone from the Company's journey—from its legacy at Lakheri and iconic projects to future-ready plants, academia-industry collaborations and flagship initiatives like NirmAAAnotsav, Dhanvarsha and SamvAAAd.
What began as a festive keepsake evolved into a meaningful expression of the Company's values—highlighting trust, enduring partnerships and a strong sense of belonging. By turning a simple token into a narrative of heritage and purpose, Adani Cement reinforced that its story extends beyond cement to the people, places and pride that continue to shape the nation.
Adani Cement enhanced its brand presence through an integrated mix of cultural activations, creative refreshes and multi-channel campaigns, strengthening premium positioning and consumer connect. A digital video campaign on premium products crossed one million views within three days, while a Father's Day influencer initiative achieved over 1.5 million views with strong organic engagement. Sports marketing during the India-England Test Series further amplified reach through on-ground branding and regional media outreach.
New creative assets for Ambuja Plus and ACC Concrete+ reinforced brand identity and differentiation. The refreshed communication highlighted product strengths through sharper messaging and impactful visuals, driving improved recall, stronger customer connect and enhanced brand equity across key markets.
360° Media Strategy Driving Premiumisation
Adani Cement executed a comprehensive 360° media strategy to strengthen the positioning
of its premium portfolio. Digital video campaigns for Ambuja Kawach and ACC Gold generated
over 180 million views across platforms, while high-impact outdoor branding reinforced key
product benefits such as water-repellent properties.
Innovative audio advertisements triggered post-UPI transactions extended reach across eight states through 1.2 million soundboxes. This was further amplified through premium ad placements across more than 4,500 cinema screens, collectively reaching over 300 million audiences and strengthening premium brand recall at scale.
Adani Cement strengthened the positioning of its premium portfolio through high-impact outdoor branding. A strategic mix of high-rise wall paintings, hoardings and gantries ensured strong visibility across key markets, reinforcing product differentiation and enhancing brand recall.
As part of an innovative outreach strategy, Paytm Soundbox advertisements were introduced across select building materials and hardware outlets in Uttar Pradesh, Madhya Pradesh and Bihar. This initiative strengthens brand presence at the point of purchase, where decisions are made and trust is built. Spanning nearly 3.7 lakh outlets, the activation drives consistent recall within the retail ecosystem. Additionally, a new DVC promoting ACC's premium products garnered over 16 million views, supported by cinema campaigns and audio advertising on leading music streaming platforms, enhancing premium product awareness and consumer engagement.
Outdoor advertising with high impact out-of-home branding reinforced water repellent properties of ACC's premium product, ACC Gold.
ACC continues to expand its Channel Financing Facility in partnership with leading banks such as State Bank of India, ICICI Bank and Yes Bank. The programme is designed to address the working capital requirements of dealers and distributors through flexible and accessible financing solutions, enabling smoother operations and sustained business growth.
Depending on the banking partner, the facility offers competitive interest rates and minimal to nil upfront costs. ICICI Bank and Yes Bank provide unsecured credit without collateral requirements, while SBI offers low entry and renewal charges. The end-to-end process is digitally enabled, ensuring faster approvals and minimal documentation, enabling channel partners to access funds efficiently and focus on scaling their businesses.
ACC, in collaboration with its parent company Ambuja Cements Limited, IIT Kanpur and infrastructure partners, recently launched the Executive Excellence Programme (EEP), a four-day residential course designed to enhance the capabilities of engineers and architects in the construction sector. Delivered by IIT Kanpur's distinguished faculty, the programme provides professionals with technical knowledge and practical insights.
Curated for structural engineers, concrete technologists, project managers and quality assurance professionals from across India, the course also fostered networking, collaboration and knowledge exchange among peers.
Demonstrating Adani Cement's commitment to excellence beyond products, the programme was fully sponsored to ensure wider accessibility. Participants, including professionals from organisations such as the Delhi Metro Rail Corporation and MAX Infra, benefited from specialised, industry-relevant expertise.
The EEP has received positive feedback for its content and delivery, reinforcing Adani Cement's role in shaping the future of infrastructure development and equipping engineers and architects with modern tools and techniques to contribute to nation-building.
Engineering extends beyond structures and materials; it is defined by the ability to answer the most critical question—how to build. This Engineer's Day, ACC celebrated not only its engineers but also the diverse teams across finance, logistics, sales and sustainability who continuously re-engineer processes to turn ambition into achievement. Every landmark project reflects this collective capability. From legacy icons to modern marvels such as the Chenab Bridge and Atal Setu, ACC's cement has supported engineering excellence across generations. Yet progress today must also be responsible. Guided by the spirit of #Reimagination, each structure that ACC builds carries its commitment to sustainable practices and longterm value creation. This spirit of constant learning, unlearning and innovation defines the Company's approach of delivering infrastructure that serves the present while safeguarding the future.
ACC partnered as the presenting sponsor for the Bikeathon flag-off held on 24 August in Gorakhpur, reinforcing its connection with local communities. The event achieved strong visibility through a ten-day print campaign in Dainik Jagran, FM promotions on Radio City, prominent branding across event collaterals and active social media engagement. Winners were felicitated by key channel partners, enhancing recognition and stakeholder involvement. Following its success, preparations are underway for upcoming flag-offs in Varanasi and Prayagraj, aimed at expanding reach and deepening regional impact.
ACC strengthened its sports engagement by partnering with the Gujarat Giants in the Pro Kabaddi League (PKL). This association enhanced brand visibility across a high-energy, nationally followed sporting platform while connecting with diverse audience segments.
ACC also supported the Adani Ahmedabad Marathon, promoting fitness and community participation while honouring the armed forces through the #Run4OurSoldiers initiative, reinforcing its commitment to social impact and national pride.
The Company is engaged with a vast and diverse supplier ecosystem, comprising large enterprises, MSMEs, contractors, transporters, and service providers. This engagement is not transactional in nature; it is anchored in long-term partnerships that create shared value for the business and its valuechain partners. By deliberately integrating local suppliers and service providers into our supply chain, the Company contributes to grassroots enterprise development, livelihood creation, and regional economic resilience. Currently, up to 93.86% of procurement is sourced from local enterprises, enabling sustained income. As these suppliers scale alongside Adani's projects, they generate multiplier effects that strengthen local economies, build capabilities, and improve financial stability for communities.
This sustainable supply chain approach is complemented by a strong foundation of responsible and transparent supplier governance. The Company has established a structured framework to promote ethical conduct, safe working conditions, environmental stewardship, and compliance across its supply chain. Through a Supplier Code of Conduct, ESG-based screening for new suppliers, periodic assessments of existing suppliers, and focused capacity-building initiatives, the Portfolio seeks to progressively elevate sustainability standards while supporting suppliers in their transition journeys. Rather than serving as a gatekeeping mechanism alone, these processes are designed to enable supplier improvement, long-term alignment, and shared risk management.
Our suppliers are not only partners in project execution but also stakeholders in a broader development agenda one that advances economic opportunity, strengthens local enterprise capabilities, and contributes meaningfully to India's sustainable growth trajectory.
*ACC standalone figures
ACC recognises that strong, longterm relationships with business partners, suppliers, contractors and channel partners are critical to sustaining competitiveness and enabling future growth. The Company fosters collaboration and transparent information sharing to enhance supply chain agility and responsiveness.
As a customer-centric organisation, ACC actively engages with customers and integrates evolving expectations, including sustainability considerations, into its decision-making. By building trust, reliability and stakeholder loyalty, the Company strengthens its brand reputation while supporting long-term resilience and sustained business success.
A real-time, AI-enabled tracking platform, powered by advanced analytics and machine learning, delivers actionable insights through end-to-end track-and-trace data. Ongoing initiatives to improve GPS accuracy, minimise vehicle diversion and optimise logistics costs now cover 98% of the network, improving shipment accuracy, customer visibility and reducing freight leakages. Customers can now track consignments and receive estimated arrival times through the Company's mobile application and SMS alerts. Simultaneously, in-plant logistics are being automated to streamline dispatch and decrease loading times, with a long-term roadmap toward fully automated, efficient and sustainable logistics.
The Company operates a robust sales and operations planning framework to optimise supply chain performance. Built on a linear programming model, it integrates monthly planning, weekly recalibration and daily monitoring to manage the complexities of its supply network. The Company is also developing an enhanced model to enable real-time visibility into costs and availability and support more informed source selection. This dynamic order allocation system takes into account factors such as order size, delivery status, total cost, inventory positions, vehicle availability and committed delivery timelines, strengthening ACC's agility and making its supply chain more efficient and cost-effective.
The Techno-commercial (TC) Team has been strategically reorganised to enhance efficiency, effectiveness and value creation across procurement. The reorganisation follows an umbrella structure, with all procurement verticals consolidated under a single Chief Procurement Officer. This year, following integration with the Adani Group, the team has strengthened strategic alignment, accelerated technology adoption, enhanced supplier relationships, optimised costs, mitigated risks, improved performance metrics and refined process design to support successful project delivery.
TC has adopted the Adani Group's digital Procure-to-Pay (P2P) standard operating procedures, ensuring greater alignment, compliance and operational synergy. There has been a fundamental shift towards sustainable procurement, with vendors increasingly viewed as longterm partners. Greater emphasis is placed on fostering SLA- and KPIdriven procurement practices.
To ensure transparency in the bidding process, the SAP Ariba e-auction platform is used with 100% compliance. Management visibility and tracking have been further strengthened through the in-house development of commercial approval and workflow management systems. The business is now well positioned to introduce further modernisation through Business Process Re-engineering (BPR) and the comprehensive implementation of an end-to-end digital P2P platform.
The Individual House Builders (IHB) meets are designed to guide builders on key aspects of home construction. These sessions cover essential topics such as construction best practices, the selection and sourcing of high-quality materials, and the latest industry trends and innovations. The objective is to sup-port both new and non-user customers in making informed choices and adopting efficient and effective construction practices.
ACC provides on-site services to its customers, with a focus on enabling the construction of strong and durable homes through the use of appropriate building techniques. Key offerings include Instant Mix Pro-portion (IMP), a scientific approach to concrete mixing that ensures optimal strength, Modular Curing Sheets (MCS), which eliminate water usage during the curing process, and Architectural Drawings (AD), providing suitable plans and designs—particularly for rural areas— to ensure proper structural integrity and layout.
To engage professionals, ACC will regularly organise technical lectures and concrete talks, featuring presentations by both internal and external experts.
Plant visits for professionals are organised to demonstrate the Company’s commitment to transparency and build trust with engineers by showcasing the actual production environment. These visits, together with interactions with the plant team, support relationshipbuilding and position the AAA brand as the preferred recommendation.
Our skill building workshops are designed to strengthen contractors’ technical knowledge of cement and construction practices. On completion, participants receive a certificate that serves as formal recognition of their expertise for future projects. The workshops cover a range of topics, including steel detailing and estimation, project management, earthquake-resistant construction, rain-water harvesting and quality concrete.
Mega events are organised to strengthen relationships with contractors. These events provide opportunities to expand professional networks and inspire peers to enhance performance. They also serve as a platform for the Company to express its appreciation for contractors’ valuable contributions and dedicated service.
