In an exclusive conversation with Kaushal Mehta, Managing Director, Walplast, and Aniruddha Sinha, SVP – Marketing & Business Head – P2P Division, we explore how Walplast is revolutionizing the construction materials industry. From sustainable innovations to digital-first marketing strategies and expansion into Tier 2 and Tier 3 cities, Walplast is not just shaping the present but building the future of construction in India.
With a strong commitment to quality, eco-friendly solutions, and cutting-edge technology, the company continues to differentiate itself in an intensely competitive market.
In this insightful discussion, we uncover Walplast’s growth blueprint, supply chain resilience, and the role of influencer and contractor-driven marketing in strengthening its market presence.
1. How does Walplast differentiate itself in the highly competitive building materials industry?
In the fiercely competitive building materials sector, Walplast has established itself as a leading manufacturer of construction solutions. Our success is driven by a strategic blend of innovation, quality, and a customer-centric approach. Our commitment to sustainable development and cutting-edge technology ensures that our products meet industry standards. Our diverse portfolio, including wall putty, gypsum-based products, tile adhesives, paints, and construction chemicals, positions Walplast as a comprehensive solution provider for all construction needs. Quality assurance and continuous research and development are at the core of our operations. By meeting global quality benchmarks, we ensure that our products are durable, strong, and easy to apply, providing exceptional value to our customers.
A core pillar of our strategy is our unwavering customer-centric approach. We prioritize understanding and addressing the unique needs of each client, offering tailored solutions and exceptional after-sales support. This dedication to customer satisfaction builds long-lasting relationships and trust within the industry.
In an era where sustainability is paramount, we stand out by offering eco-friendly solutions that reduce environmental impact. We minimize carbon emissions during production, incorporate recycled materials, and enhance energy efficiency in buildings, leading the charge towards a greener future. In addition to our commitment of quality and sustainability, we remain accessible to a wide range of consumers through competitive pricing strategies and an extensive distribution network.
2. What strategies is Walplast implementing to expand its market presence in Tier 2 and Tier 3 cities?
Recognizing the immense growth potential in these regions due to rapid urbanization, infrastructure development, and increasing housing demand, we at Walplast have adopted a multi-pronged approach to expand our market presence in Tier 2 and Tier 3 cities. To penetrate these markets effectively, we have strengthened our distribution and dealer networks. By onboarding local dealers and distributors and partnering with local retailers and construction material suppliers, we are making our products more accessible in smaller cities. Additionally, we have 25 plants across India, which helps us in local supply and ensures timely availability of our products.
To build awareness and brand recognition, we invest in on-ground marketing initiatives, product demonstrations, and training programs for local masons and contractors. This helps educate customers about the benefits of modern construction materials. Furthermore, we leverage digital platforms, social media, and vernacular marketing for hyperlocal campaigns to engage with customers in smaller cities. Our targeted advertisements and promotional content resonate with local audiences, enhancing our brand presence.
Overall, our strategy combines strengthening distribution networks, offering competitively priced products, building brand awareness, and utilizing digital marketing to establish a strong presence in Tier 2 and Tier 3 cities.
3. What role does sustainability play in Walplast’s business operations and product innovation?
Sustainability is at the core of Walplast’ business philosophy. We believe that the future of construction lies in environmentally responsible solutions and we are committed to driving this change. Across our manufacturing processes, we prioritize energy-efficient production, responsible raw material sourcing, and waste reduction to minimize our carbon footprint.
Beyond sustainable manufacturing, we continuously invest in research and development to create innovative, eco-friendly products. Our portfolio includes low-VOC paints, self-curing plasters, and other advanced materials designed to enhance indoor air quality and reduce environmental impact. By embedding sustainability into every aspect of our operations, we are contributing to a greener, more sustainable future.
4. How has the shift towards smart and green construction influenced Walplast’s product development?
The transition towards smart and green construction has been a game-changer for the industry, and at Walplast, we have embraced this shift with a strong focus on innovation. As sustainability and energy efficiency become key priorities in modern construction, we have been proactive in developing products that align with these evolving demands. Our approach combines eco-friendly materials with advanced manufacturing techniques to minimize environmental impact while enhancing durability and performance. We have integrated smart technology into our production processes, optimizing efficiency and reducing carbon emissions. Additionally, our product range includes solutions designed to improve energy conservation and promote sustainable building practices.
By staying ahead of these industry trends, Walplast reinforces its commitment to responsible construction and contributes to the larger vision of greener, smarter urban development.
5. What are the biggest challenges Walplast faces in supply chain management, and how is the company overcoming them?
In a dynamic industry like construction materials, supply chain challenges are inevitable. The biggest hurdles we face include fluctuating raw material costs, logistics disruptions, and ensuring consistent quality across regions. To tackle these, we have built a resilient supply chain with a strong vendor network, strategic sourcing, and optimized logistics planning.
We leverage technology to enhance supply chain visibility, ensuring real-time tracking and efficient inventory management. Additionally, our focus on local sourcing helps mitigate risks related to global supply chain volatility. By continuously refining our processes, Walplast ensures seamless operations, timely deliveries, and sustained product quality, reinforcing our commitment to customer satisfaction.
6. What are Walplast’s key marketing strategies to position itself as a leader in the construction materials sector?
At Walplast, our marketing strategy is built around innovation, visibility, and strong customer engagement with delightful outcomes. We begin by delivering top-quality products that meet the diverse needs of our customers, ensuring their satisfaction and trust in our brand. To establish strong brand positioning, we actively participate in trade expos, fairs, industry events, and construction seminars where we showcase our innovative offerings.
We invest in traditional advertising methods—Print media, public relations, and out-of-home as well as Point-of-sale advertisements—to maintain broad visibility across various customer segments. Digital and social media channels are equally crucial; we engage with our audiences through targeted hyperlocal and programmatic campaigns, SEO, chatbots and region-specific initiatives that resonate locally and globally.
Strategic collaborations are also key to our growth. We work closely with influencers and industry partners, and we have robust influencer loyalty programs to reward our most passionate advocates, encouraging authentic, long-term endorsements. This not only strengthens our market presence but also helps in building lasting relationships with our customers.
Additionally, our expansive distribution network ensures that Walplast products are easily available across regions. Regular meetings with retailers, distributors, and influencers along with on-ground marketing activities like our On-the-move mobile van campaign, help educate the market on product usage and technical applications, reinforcing customer trust and driving repeat business.
7. How does Walplast leverage digital marketing to reach its target audience?
Our digital marketing strategy is the foundation of our overall approach, seamlessly combining data-driven insights with creative outreach to engage our target audience. We leverage platforms like Facebook, LinkedIn, Twitter, Instagram, and YouTube not only to share informative content but also to educate our audience about our innovative construction solutions. Through a blend of organic posts and targeted paid advertising, we reach contractors, builders, influencers, and homeowners with precision, ensuring our messaging connects on a personal level.
Our digital efforts extend into robust search engine optimization and search engine marketing. By optimizing our website with the right keywords and executing strategic Google Ads campaigns, we ensure that potential customers searching for quality construction materials can easily find us. This dual approach drives valuable traffic and significantly improves our conversion rates. Our AI chatbot assistant & cost calculator tools drive deeper customer engagements and meaningful conversations.
Data analytics is a core component of our strategy. By closely monitoring customer behaviour, website interactions, and social media engagement, we gain deep insights into market trends and customer preferences. These insights allow us to continuously refine our campaigns and optimize our product offerings to meet evolving demands. Additionally, our integrated remarketing tactics help nurture leads and re-engage visitors through attribution modelling and deeper engagement, ensuring a seamless customer journey.
Overall, our comprehensive digital strategy amplifies our brand visibility and drives sustained business growth and customer engagement.
8. How does Influencer and contractor-based marketing help us build credibility and drive product awareness among key decision-makers in the construction industry?
Influencer and contractor-based marketing help us build credibility and drive product awareness among key decision-makers in the construction industry.
By collaborating with industry influencers—such as architects, civil engineers, painters, masons, and home improvement experts—we tap into their established audiences to showcase the innovative and sustainable features of our products. These influencers provide authentic endorsements, helping potential customers make informed purchase decisions while reinforcing Walplast’s reputation as a reliable and progressive brand.
Contractor-based marketing is equally vital, as contractors and applicators play a crucial role in material selection. We actively engage with them through training programs, product trials, and loyalty incentives, ensuring they have first-hand experience with our solutions. By fostering strong relationships, we benefit from powerful word-of-mouth marketing, as these professionals confidently advocate Walplast products to their clients.
Together, influencer and contractor-based marketing creates a strong ecosystem that not only enhances brand visibility but also strengthens trust and product adoption in the market across the customer journey.
9. How does Walplast educate and engage with customers to increase brand awareness and trust?
At Walplast, we believe that education and engagement are key to building lasting customer relationships and strengthening brand trust. We employ a multi-media approach to ensure that our customers—contractors, builders, painters, applicators, or homeowners—are well-informed about the latest industry trends, best practices, and innovative solutions.
We use digital platforms extensively to share informative content through blogs, articles, and social media updates. By consistently providing valuable insights on construction materials and techniques, Walplast is already recognized as a thought leader and a trusted source of industry knowledge. Our interactive social media campaigns also play a crucial role in engaging with customers, addressing their concerns and fostering a sense of community.
Beyond digital engagement, we conduct hands-on workshops, product demonstrations, and training sessions to provide influencers and customers firsthand experience with our solutions. These events not only educate but also allow direct interaction with our team, strengthening relationships and reinforcing product trust.
Additionally, our participation in industry expos, trade fairs, and construction seminars allow us to showcase our innovations and connect directly with key stakeholders. By combining digital outreach, on-ground activations, and interactive customer engagement, we ensure that Walplast remains a brand that customers trust and rely on for high-quality construction solutions.
10. What promotional campaigns or partnerships has Walplast launched to enhance its brand presence in the market?
Walplast has implemented a series of strategic promotional campaigns and partnerships to bolster its brand presence in the construction materials market. Among the notable digital campaigns is the Homesure brand campaign, emphasizing on the diverse and technologically advanced product range under the Homesure stable. Aptly titled “Ghar Banaye Khaas, Dilaaye Vishwaas,” this campaign aims to position Homesure as a trusted exponent of quality and sustainable material supplier, catering to the needs of construction eco-system.
The company also focuses on specific product lines to highlight their unique product range and benefits. For instance, the Homesure TileEx brand campaign introduces the “Power of 4 Aces,” emphasizing unparalleled Adhesion strength, Aqua Safety features and product range for various applications. Another campaign on the Homesure GypEx gypsum range talks about elevating lifestyle in the homes (“Damdaar looks, Zordar protection”) highlighting the products’ dual offering of durable yet aesthetically pleasing finishes. These campaigns communicate core benefits in a simple yet credible tone, aiming to resonate with customers through memorable and engaging content.
In addition to digital initiatives, Walplast conducts offline brand engagements like Mobile van campaigns, where customers can see and understand product features from experts. The company also organizes retailer and mason meetings to educate them about its products and resolve their queries. These efforts help build awareness and trust in the brand, enhancing market presence.
