New Delhi:  Jaycee, the company dealing with 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, the company said on Thursday.

Jaycee, director, Rishit Dalal 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.”

Pitchfork Partners co-founder, Jaideep Shergill said: “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.”

Founded in 1986, Jaycee exports to more than 30 countries across five continents. The company has operations in Maharashtra, Gujarat, Tamil Nadu and Andhra Pradesh, and is expanding to other states soon.