Abstract
Total quality management (TQM) has evolved as a widely acceptable philosophy and practice for achievement of organisational objectives (Singh et al., 2011). It is a business strategy to achieve superior performance by offering quality product or services. The present research proposes a soft TQM framework and empirically tested the impact of soft dimensions of TQM on its performance in context to Indian cement industry. Indian cement industry is now becoming more competitive in order to sustain profitability by reducing cost by minimising wastages and improve market share by improving quality of the product and services offered to the customer. Here researcher(s) aim to propose a soft TQM framework which can help them to improve their ‘return on investment’ (ROI) which has been the subject of debate.
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