Henning Sasse
CEO – Norm OJSCAs a leading company in the South Caucasus, Norm shapes its operations based on the principles of reliability, transparency, and sustainability, while adopting innovative and environmentally friendly approaches that set an example in the industry. The company creates a competitive advantage not only through its high-quality product portfolio but also with its pioneering practices in digital transformation and carbon management.
Placing sustainable development goals at the core of its business model, Norm aims to grow in regional exports, new product development, and digitalization, focused on creating a lasting impact on the sector through compliance with international regulations and innovation-driven investments.
Norm’s vision for the future offers a strategic perspective that inspires the industry towards making cement production greener, more efficient, and smarter.
Norm is the largest cement producer in the South Caucasus. Could you share with us the strategic approaches behind this success?
Since the first day we began production, we have conducted our operations with a commitment to reliability, honesty, and transparency, while embracing a special responsibility toward the environment. Over the years, this approach has helped us achieve an outstanding 98% customer satisfaction rate. This success is rooted in our business strategy, which is built around the Sustainable Development Goals and a consistent focus on customer satisfaction. The fact that our company is a leader in the industrial field is attributed to its wide opportunities in cement production and application of constant innovations in this field. We are the sole producer of G-class oil-well cement in the South Caucasus and the only enterprise in the region to have obtained certification from the American Petroleum Institute (API). Now we are signing contracts with various operating and servicing companies for the use of this product in the oil industry of the Caspian countries.
How are the major reconstruction projects in Azerbaijan affecting cement demand? What role does Norm play in these projects? Could you share some information about the new investments you have made in recent years?
Norm plays a strategic role in supplying cement to large-scale construction projects across the country. In 2024, construction projects required a total of 4 million tons of cement, 41.5% of which was supplied by Norm products. Within this framework, our company is among the leading cement suppliers involved in the reconstruction and restoration of Karabakh.
Our company’s strategy for 2024–2028 focuses on three main pillars: sustainability, digitalization in all business processes, and the establishment of new business units. Our commercial strategy is built around the creation and development of these new units, aligned with our goal of producing safe and reliable building materials for the construction industry. In this context, we have recently launched our dry mix product to the market, are set to begin concrete production shortly, and plan to expand into other construction materials in the near future.
What will be Norm’s strategic priorities that will shape the industry over the next 5 years?
For the next five years, as Norm we will focus on becoming and remaining a leader in innovation, efficiency, and sustainability within the cement industry. We will continue to invest in digital transformation by adopting smart plant technologies, automation, and data analytics to enhance productivity and reduce costs. Operational excellence will be supported by structured systems that drive continuous improvement and efficiency across all functions.
We have launched KLASS EKO, a new product with a CO₂ emission factor approximately 40% lower than that of CEM I cement.
Sustainability will be at the core of our strategy. We aim to increase the use of alternative fuels and raw materials to reduce our carbon footprint. Investments will be made to align with global environmental standards, including the EU Green Deal. We will expand our carbon and environmental certifications to strengthen our position with both customers and regulators. Our product portfolio will expand to include specialized low carbon cement types. We will also move into higher-value segments with dry mix mortars, tile adhesives, and chemical admixtures. These innovations will enable us to offer comprehensive construction solutions rather than just cement.
To support our growth, we will expand into regional export markets such as Georgia and Central Asia. Additionally, we plan to pursue vertical integration into ready-mix concrete (RMC) and aggregates to provide end-to-end construction services.
Human capital development will be a key pillar of our strategy, with continued investment in training, leadership development, and talent retention. We will foster a modern, inclusive, and ESG-focused workplace culture. Finally, we will enhance our ESG performance, reporting, and partnerships to build long-term trust and strengthen our corporate reputation.
What is Norm’s approach in line with its sustainability principles, and are there any directives or requirements from the Azerbaijani government on this matter? Has any legal framework been established in this regard?
Our company was one of the founding members of the Azerbaijan Cement Producers Association last year and drove the association’s Net Zero Roadmap initiatives alongside industry partners. With the support of the European Cement Research Academy (ECRA), a Net Zero Roadmap was developed using the methodology of the Global Cement and Concrete Association (GCCA). This roadmap, unveiled at COP29 in Azerbaijan, outlines strategies to reduce carbon emissions across the entire value chain of cement and concrete production. We also work in close collaboration with various government institutions to support the development of legislation and regulations in this field.
Carbon emissions are a major topic on the agenda of the cement industry. What measures is Norm taking in this regard? Are alternative fuels or low-carbon production methods part of your strategic focus? Do you have R&D investments in advanced technologies such as green hydrogen and carbon capture (CCS)?
As a member of the Azerbaijan Cement Producers Association, we are committed to the Net Zero Roadmap launched to support the decarbonization of Azerbaijan’s cement and concrete sector. This roadmap outlines four levers to reduce carbon emissions, including the use of alternative fuels, reducing the clinker factor in cement, promoting innovation in design and construction, use of green hydrogen, and implementing carbon capture technologies at more advanced stages. In this context, through our recent initiatives, we have optimized cement additives and achieved a 5% reduction in the clinker ratio — resulting in a direct 5% decrease in CO₂ emissions. We have also launched KLASS EKO, a new product with a CO₂ emission factor approximately 40% lower than that of CEM I cement.
We have completed all regulatory procedures to obtain the environmental permit for alternative fuel co-processing. Additionally, our Solar Energy and Waste Heat Recovery projects are currently in the feasibility study phase. We remain highly committed to achieving carbon-neutral production by 2050, with ambitious goals and strong expectations guiding our path forward.
How are the European Union’s Green Deal and the upcoming Carbon Border Adjustment Mechanism (CBAM) affecting your production processes and cost structure? How is Norm preparing for these developments?
The CBAM (Carbon Border Adjustment Mechanism) will affect cement producers exporting to the EU. Currently, at Norm, we are only exporting clinker and cement to neighbouring countries, so we are not yet impacted by CBAM. However, as I mentioned earlier, we are actively working on reducing our carbon footprint in line with the Net Zero Roadmap. In addition, we initiated studies in 2025 for carbon footprint certification in accordance with relevant standards, as well as for Environmental Product Declarations (EPDs). Our actions are not solely driven by CBAM but are part of our broader commitment to support climate change mitigation efforts.
In 2024, construction projects in Azerbaijan required a total of 4 million tons of cement, 41,5% of which was supplied by Norm products.
In line with the European Green Deal, Azerbaijan hosted COP29 in Baku in November 2024, playing a key role in global climate action discussions. The country is also actively developing renewable energy projects, including partnerships to expand solar and wind power capacity. Furthermore, Azerbaijan has facilitated green energy corridor projects to deliver clean energy from Azerbaijan and Central Asia to Europe.
At Norm, we are also making progress in using energy from solar power plants and waste heat recovery (WHR) systems. Just last week, we signed several agreements with a solar power generation company. Collectively, these efforts not only enhance our regulatory preparedness but also help us better anticipate and manage potential cost impacts related to carbon pricing and reporting obligations.
Digital transformation plays a significant role in the production processes of the future. How is Norm planning its digitalization efforts? For example, are you implementing Industry 4.0 applications or AI-based optimization systems in your production processes, or do you have defined goals in this direction?
A roadmap for digital transformation has been developed at the Norm Cement plant. In this context, we are actively working to digitalize all business processes. AI is utilized in our production processes, enabling early detection of potential deviations in production and ensuring that quality is maintained in line with established standards. In addition, we can cite the latest sensor technologies—such as the KIMA mill filling sensor, online monitoring systems for raw material mill reducer, and the kiln line—as examples of the digital tools we use. Furthermore, we are continuing our efforts to implement a range of artificial intelligence-based optimization systems.
Finally, could you briefly tell us about your career journey?
I am a German citizen with 30 years of professional experience, including the past 13 years in Azerbaijan. Over the course of my career, I’ve had the opportunity to work in a wide range of academic, technical, and senior general management roles, as well as serve on several boards. Currently, I am the Chief Executive Officer of Norm OJSC, a member of the NEQSOL Group, an international group of companies.
I joined Norm in 2017 after serving as the Head of Cement Industrial India and South Asia at Holcim, where I was also a member of the Executive Committees of two group companies in India. Earlier, from 2010 to 2013, I was on the Board of Holcim Azerbaijan. Since January 2024, I have had the honour of serving as Chairman of the General Assembly of the Azerbaijan Cement Producers Association (ACPA).
I began my professional journey in the chemical industry and academic research. Over the past 25 years, I have gained extensive international experience in cement, lime, ready-mix concrete, other construction materials, and in waste management and the use of alternative resources. My assignments have taken me to Germany, Azerbaijan, Russia, India and South Asia, and France – each bringing valuable insights and growth.
Looking back, I feel fortunate to have built a career that combines engineering, sustainability, international leadership, and an enduring passion for industrial transformation.
