Pidilite Industries Ltd is firming up its plans to tap the construction and paint chemicals market up North by reaching out to the rural areas and creating awareness about water proofing the home. As the states of Himachal Pradesh, Jammu, Punjab and Haryana face acute problem of water leakage & sealing due to moist weather conditions, the company will be able to tap the potential in adhesives and sealants segments.
To create awareness the company has been imparting a three level training to architects, dealers, masons and contractors about the application of various products to protect the home from water leakage and sealing.
Talking to FE, Jairaj Hegde, vice-president ( sales and marketing) Pidilite said, “We are introducing new products used internationally in the Indian market that can make a house leak proof. Our products like raincoat, newcoat, heat shield, bio shield are specially designed to take care of the water leakage problem. We are going to use our product-raincoat for the first time in India while constructing the Microsoft building in Hyderabad.”
The northern region generates a business of about Rs 6 crore per year for the company. Hegde further added, “We have about 150 distributors and more than 4,000 dealers in the North and we plan to expand this network through 50% growth. We have launched a special scheme for the interiors of the states called the Dr Fixit Shopping. Under this, the contractors would act as the distributors as well as trainers. Not only they will supply and apply our products while construction, but provide training to the smaller contractors within their periphery. In the last five years we have trained about 250 people and by the end of the 2008, the number of applicants is likely to rise to 800.”
Pidilite Industries Ltd have been exporting to more than 50 countries with international representative offices in Shanghai, Singapore, Dhaka, Colombo, Dubai, Cairo, London, the US, Moscow and Sao Paolo. “Pidilite has acquired companies based at Singapore, Dubai , Brazil, Thailand and new acquisitions are in the pipeline in Europe and US,” said Hegde.
