In defining the move, the Adani Group has named Sanjay Behl the Chief Operating Officer of Adani Cement. Behl’s induction is seen as a strategic shift to turbocharging the group’s cement operations, especially as it integrates and elevates its portfolio of powerhouse brands like Ambuja Cement, ACC, Penna Cement, and Sanghi Cement.
Behl officially stepped into the role earlier this year, in January, according to his LinkedIn update, but the group formally announced his appointment today.
A Veteran Marketer to Cement a Stronger Brand
With a career spanning multiple sectors – from electric mobility to telecom, fashion, and FMCG-Sanjay Behl brings a unique blend of leadership and brand-building prowess. Before joining Adani Cement, he served as the CEO and Executive Director of Greaves Electric Mobility, where he helped the company gain traction in the competitive EV two-wheeler market. His earlier stints include steering Raymond’s lifestyle division and holding senior leadership roles at industry giants like Reliance, Nokia, and Hindustan Lever.
This multidimensional experience can be the turning point for Adani Cement, especially when it wants to not only grow in terms of volume, but also establish a unique identity in a congested cement market.
A Branding Mind for a Commoditized Sector
The cement business, frequently dominated by distribution and price, has traditionally not had the type of cutting-edge consumer-focused branding found in industries such as apparel or electronics. Behl’s arrival marks a desire to alter that.
“Sanjay understands how to transform product-led businesses into brand-led powerhouses,” said an insider familiar with Adani Cement’s growth plans. “With ACC and Ambuja already commanding significant recall, his challenge will be to craft differentiated narratives for legacy and regional brands under a unified strategic vision.”
Logistics and Marketing Now Under One Roof
Behl will be heading not just marketing and branding, but also sales and logistics — a crucial integration in an industry where timely supply is as critical as brand trust. Cement, after all, isn’t bought just on television appeal – it’s bought on reliability, delivery timelines, and dealer relationships.
By unifying these verticals under a single leadership, Adani Group appears to be streamlining its go-to-market strategy, possibly aiming for faster decision-making, deeper channel control, and more cohesive communication across markets.
A Cement Empire in the Making
The timing of Behl’s appointment is significant as well. Adani Cement is currently one of the top players in the country, through aggressive acquisition and capacity buildup over the last two years. Adding Penna and Sanghi to the mix provides the conglomerate with high regional penetration in South and West India, and improves its national presence.
Analysts say that the cement division is now one of the fastest-growing units in the Adani Group’s infrastructure and materials portfolio. Behl’s job, therefore, will likely span not just day-to-day operations, but the long game of sustaining scale while refining consumer-facing brand equity.
What’s Next?
With Behl’s appointment, the Adani Group has signaled its intent to inject professional marketing leadership into a traditionally industrial segment. The coming quarters will reveal how his brand-building instincts align with Adani’s infrastructure-heavy vision — and whether India’s cement brands are ready for a transformation from grey powder to powerful personality.
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