Brand Building for mining industry

While many mining companies have become pioneers of sustainable mining and implemented global best practices in environmental protection and socio-economic development of communities, the positive contribution of mining industry is not being highlighted. Rather, the mining industry is being perceived by various stakeholders to be indulging in illegalities, irregularities, damaging land and forests, insufficient effort for the protection of environment and community development. As a result of such a negative public perception, the industry has been facing increasing number of adverse judicial pronouncements and policy decisions that have almost crippled the Indian mining industry.

To change the negative perception of mining in India and to place it at its rightful position as the building block of India’s economy and sustainable development, FIMI has been working on this important aspect through various ways including setting up a core committee for brand building under the chairmanship of  Mr. S. Vijay Iyer, ex-MD, Rio Tinto India Pvt. Ltd., discussion with professional agencies and brainstorming at FIMI’s Managing Committee meetings.

Subsequently, FIMI constituted a High-Level Committee (HLC) under the under the chairmanship of Mr. Sunil Duggal, President, FIMI to collectively devise a strategy and roadmap for brand-building of the mining industry. A dedicated team was set up at FIMI which undertook many brand-building activities, including:


  • Panel Discussion titled “Mining Co.s – Clearing the Minefield” was telecast on CNBC TV18 on 21st June 2019 featuring:
  • Mr Sunil Duggal, President, FIMI and CEO & Managing Director, Hindustan Zinc Ltd

  • Mr T V Narendran, CEO and Managing Director, Tata Steel

  • Mr R K Sharma, Secretary General, FIMI.


  • Panel discussion titled “Commodity Champion”, was telecast on CNBC TV18 on 21st September 2019, featuring:
  • Mr Satish Pai, Managing Director, Hindalco Industries,

  • Mr Vinay Prakash, CEO (Mining & Trading), Adani Enterprises Ltd.,

  • Mr R K Sharma, Secretary General, FIMI.


• Authored articles and special stories published in national and regional newspapers.
• Mine visit by senior journalist from Hindu Business Line.
• Launch of social media handles of FIMI on Facebook and Twitter and subsequent engagement.

FIMI is continuing various brand-building activities like publication, media engagement, stakeholder engagement etc., as part of regular activities of SMI.