Ajay Dang, President, Head Marketing, UltraTech Cement, Aditya Birla Group
- Ajay Dang is the President and Head of Marketing at UltraTech Cement, which is part of the Aditya Birla Group.
- He has held senior roles at leading companies like Nestle, Colgate, Palmolive, GE, and HT Media.
Podcast
Overview
In this episode of The Brand Called You, Ajay Dang, President and Head of Marketing at UltraTech Cement, discusses his career journey and branding strategies. Dang emphasizes the importance of understanding consumer emotions and needs, highlighting that 80% of an average Indian household’s assets are in homebuilding. He discusses the shift from viewing cement as a commodity to a brand, noting UltraTech’s 16% annual growth rate compared to FMCG’s 3% GDP growth. Dang also stresses the significance of personalized, timely advice and leveraging data to enhance consumer experiences. He concludes that infrastructure development in India is crucial for economic and social impact.
00:34- About Ajay Dang
- Ajay Dang is the President and Head of Marketing at UltraTech Cement, which is part of the Aditya Birla Group.
- He has held senior roles at leading companies like Nestle, Colgate, Palmolive, GE, and HT Media.
- He takes a broader view of marketing, focusing on solving consumer problems and aligning UltraTech’s branding with the Aditya Birla Group’s purpose of positively impacting people’s lives through infrastructure development.
21:52- How important is sustainability in the consumer perception of a cement brand?
- Consumers expect brands to prioritize sustainability, so a cement brand must demonstrate its commitment to sustainable practices.
- Indian consumers value sustainability, and aligning with cultural norms, so the brand should highlight its sustainable approach.
- For a major purchase like building a home, consumers want confidence in the materials’ quality and environmental responsibility, so sustainable positioning builds trust.
24:20- What do you see as the future of brand building in the construction materials industry?
- Humanizing the brand experience by deeply connecting with consumers’ emotional and identity needs around home-building.
- Leveraging data and technology to enable hyper-personalization and timely, relevant advice for consumers and influencers.
- Emphasizing sustainability and positive social impact to resonate with conscious consumers.
RESOURCES:
Learn more about Ajay Dang: LinkedIn
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Profile
- Ajay Dang is the President and Head of Marketing at UltraTech Cement, which is part of the Aditya Birla Group.
- He has held senior roles at leading companies like Nestle, Colgate, Palmolive, GE, and HT Media.
- He takes a broader view of marketing, focusing on solving consumer problems and aligning UltraTech’s branding with the Aditya Birla Group’s purpose of positively impacting people’s lives through infrastructure development.
