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This ad has entered the subconscious mind. Even today, the same face is shown in the ad for Bangar cement. This name 'Bangar' is the surname of a Rajasthani Marwari family. The family also has a very interesting history.
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The Bangar family is a business family from Didwana, Rajasthan. In the fifties and sixties, the family was counted among India's top ten families because it had full-fledged business in jute mills, tea gardens, textile, and shipping. Cement wasn't really a core business. In 1915, the head of the Bangar family came to Jamnagar in Gujarat and requested the Maharaja for business permission. The king handed over the land and also provided the necessary assistance for installing cement plants. Thus, Digvijay Cement was established. The brand name was then sold to different owners several times and continues under the ownership of others till today.
During the seventies, the Bangars was working as a joint family when the license system was implemented. However, during those days, some executive officers of Digvijay Cement Company went to Rajasthan for a license to start a cement plant. The original founders were not even aware of that incident. After the license was issued to them, the company told the promoters that the company could not make money, and they wanted to close the company. Thus, the company was closed.
Then, in 1970, a second plant was opened. But the proper plant was built in 1985, and the first cement order was received in 1986. But because of a shortage of money, the company decided that the money should be paid by buyers before the stock went out of the factory. Ambuja Cement of Gujarat became the first cement company in India to start advertising.
But, the company said that even though we are in the commodity industry, we sell trust. The company also decided that they should do advertising. And, finally, the memorable line 'Sasta Nahi, Sabse Achcha' hit the market.
By the way, the parent company of Bangar Cement is called Shree Cement. The company got a breakthrough when the Reliance refinery was taking shape in Jamnagar around 2002, which produced bitumen that was used as a by-product for cheaper road construction. Along with this, petroleum coke was produced, which was 40% cheaper.
The company noted that this petroleum coke is not used in India. What can be done about it? So the company sent a team of six engineers to Germany to find out how the petroleum coke would be useful in plant furnaces. Then, it took the company a year to make petroleum coke-powered furnaces. Cashflow surged in the market again around 2003-04. Bank loans were made easily available. Bangar improved and started a steady expansion on its site. Today, Bangar Cement is one of the leading cement companies in India.
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