With ACC and Ambuja Cements reporting a dip in sales volume, the Indian cement industry seems to be reeling under pressure. Companies are continuously losing pricing power, while costs continue to rise. Manufacturers are already selling cement at a five-year low price. Although ups and downs were part of the business cycle, the current dips are more than the usual fluctuations. Shailendra Chouksey, Whole-Time Director of JK Lakshmi Cement, said, "If economic growth remains poor, cement industry cannot grow." The industry is now looking at an upsurge in growth in the second half of FY14, as it is an election year. The targets set by the working group on cement industry seem too be unachievable. According to the Five-Year Plan for 2012-17, industry will have a capacity of close to 470 million tonne per annum (mtpa) by 2017. India, with an overall capacity of 360 mtpa, is the world's second largest cement manufacturer, with China coming second.