Meet the individual who, after a harrowing abduction by Naxalites in February 1992, resiliently went on to establish a 5000 CR company.
1. On 12 February 1992, Rajendra Chamaria miraculously survived a seven-day abduction by Naxalites from his residence in Banderdewa, Arunachal Pradesh. While counting his blessings, December 1996 brought another setback. 👇
2. A blanket ban on tree cutting in Northeast India by the Supreme Court in 1996 brought his family’s 25-year timber business to zero, leaving them in substantial debt. Despite the challenges, Chamaria conceived an idea. 🤔
3. In 1990 ➡️ Rajendra invested in a small cement manufacturing plant in Jaipur, Rajasthan. However, due to a shortage of raw materials, the factory struggled. Seeing the Northeast’s growth in infrastructure during the 1990s, Chamaria decided to relocate his cement factory to Arunachal. ✅
4. While major players like ACC and Ultratech failed in the rugged terrain of the Northeast, Rajendra believed he could succeed. In 2000, he founded Cement Manufacturing Company Limited, giving rise to the Star Cements brand. 🚀
5. Recognizing the importance of limestone for production, he established a plant in Lumshong, Meghalaya, strategically close to a limestone mine. The first year saw the production of 0.4 million tonnes of cement. 🙌
6. Despite overcoming logistical challenges, power and grinding remained significant obstacles. By 2009, Rajendra commissioned another cement grinding unit at Lumshong and set up an 8 MW power plant in Meghalaya. Star Cements achieved 450 CR in sales, selling 900,000 MT of cement. 📈
7. With prominent clients like BHE and NTPC, Star Cements achieved 596.87 CR in sales by 2013. It expanded with a clinker factory in Lumshong and a 2 million tonnes grinding plant in Guwahati.
8. In 2014, Star Cements reached 1000 CR in sales, serving ten states. The competition struggled to accept this success in Northeast India. Rajendra’s cement was in such high demand that over 1,000 dealers and 5,000 retailers queued outside their plants. Then, a pivotal decision was made. 👇
9. To expand beyond the North East, Bollywood star Akshay Kumar was enlisted as a Brand Ambassador with the new tagline, “Solid Setting.” 💪
10. A helicopter landing ad on a roof made of Star Cement gained immense popularity, propelling the brand to a revenue of 2221.82 CR by 2022. Twenty percent of it originated from new states like Bihar and West Bengal. ✅
➡️ Today, Star Cement is a 5000 CR brand, collaborating with over 2000 dealers and 11,000 retailers. It employs over 4000 people and sold over 5.67 million tonnes of cement last year. 🤯
With an impressive 23% market share, it remains the undisputed leader in cement in the North East. 💪
From enduring a seven-day Naxalite abduction to establishing a 5000 CR company, Rajendra Chamaria is the true Star. ⭐