Jaycee appoints Pitchfork Partners for strategic communication counsel

Jaycee, the market leader in the processing, marketing and export of high-quality coal combustion products has appointed Pitchfork Partners Strategic Consulting LLP as its communication strategy advisor.

Pitchfork Partners will drive communication for Jaycee, supporting business growth and strengthening the brand narrative.

Founded in 1986, Jaycee helps build sustainable cities and combat climate change for our future generations, through low-carbon construction materials and value-added products derived from industrial waste streams. It exports to more than 30 countries across 5 continents. Jaycee owns and operates South Asia’s largest fly ash processing plant with a capacity of 1.2 MTPA, and has executed the largest dry bulk and break bulk shipments of fly ash from India. The company has operations in Maharashtra, Gujarat, Tamil Nadu and Andhra Pradesh, and is expanding to other states soon.

Rishit Dalal, Director, Jaycee, said: “India is the world’s second largest ash producer. With the government aiming to boost the domestic coal mining sector, and the fact that coal power will remain an integral part of our economy for the next two decades at least, it is an exciting phase for us and building our brand narrative will play a crucial role in business. That’s where Pitchfork Partners comes in. It has the credentials and track record to make our brand even more relevant to all stakeholders.”

Jaideep Shergill, Co-founder, Pitchfork Partners, added: “We are delighted to partner with Jaycee. We understand the transformation and the repositioning taking place in the coal combustion products industry. It’s a privilege to partner with the leader in this sector and be part of its sustainable change journey in India.”