The increasing demand for building materials in India is being propelled by various factors, including rapid urbanisation, population growth, and ambitious infrastructure projects. As urban areas expand and government initiatives such as affordable housing and smart cities gain momentum, the need for building materials continues to soar. Moreover, advancements in architectural designs, environmental regulations, and sustainability considerations are further influencing the demand for innovative and eco-friendly building materials. This surge in demand presents a significant opportunity for manufacturing companies in the construction industry to capitalise on market expansion and diversification. One such company addressing this growing demand is Walplast.
The company has emerged as a leading manufacturer and supplier of innovative building materials , with 25 state-of-the-art manufacturing facilities and advanced R&D labs. As the third-largest manufacturer of Wall Putty in India, the company offers a comprehensive range of products under the esteemed brand “Homesure,” that includes Tile Adhesives, Gypsum-based products etc. catering to over 23 countries worldwide. With a focus on sustainability and quality, the has positioned itself as a trusted partner in the construction sector.
Constrofacilitator recently had an exclusive interview of Mr. Kaushal Mehta Managing Director, Walplast. He is a seasoned professional with over two decades of experience in building and construction materials and has been instrumental in shaping the success of HomeSure since joining the company in 2004. As a visionary leader, he has played a pivotal role in scaling up the company’s business-to-consumer operations and establishing HomeSure as a prominent consumer brand with over 150 stores nationwide. His entrepreneurial mindset, strategic acumen, and relentless focus on customer satisfaction have propelled HomeSure to new heights, positioning the company as one of the trusted leaders in the market.
During the interview he shared insights on growing demand of building materials, the adoption of sustainable materials, company manufacturing process, product range and much more.
Here are the excerpts from the interview
1. How is the migration from overpopulated metro areas to Tier-2 cities reshaping the building material market dynamics in India, and what role does the company play in meeting this evolving demand?
The migration from overpopulated metro areas to Tier-2 cities is significantly impacting the building material market in India. As more people move to these smaller cities, there is a surge in demand for residential and commercial infrastructure. This shift is driving the need for diverse and innovative building materials that cater to new construction standards and regional preferences. Companies like Walplast are well-positioned to meet this growing demand, thereby reshaping market dynamics. Our extensive product range under the company’s retail business “HomeSure” underscores our steadfast commitment to customer satisfaction. From a variety of HomeSure Wall Putty options including Colour Putty, Premium Putty and Coarse Putty, to the comprehensive HomeSure WallEx range comprising Plasters, AAC Blocks, Block Jointing Mortar, Micro Concrete and more, to the specialized HomeSure TileEx line featuring Tile Adhesives & Epoxy Grout and the HomeSure GypEx series offering Gypsum products, alongside the HomeSure w-Shield assortment of Admixtures & Construction Chemicals and our HomeSure MasterTouch Decorative Paints collection comprising of Primers, Distemper and Emulsions. These offerings not only enhance the visual appeal of structures but also ensure their durability and structural integrity, thereby contributing to efficient construction processes while minimizing time and costs.
Also, our market presence is robust domestically. In India, our distribution network spans the country, ensuring accessibility even in remote regions. Through localized marketing strategies and strong relationships with distributors, we cater to the diverse needs of different regions, earning the trust of construction professionals nationwide.
2. How does the building material industry find ‘sustainability’ with rising demand in real estate?
The construction material industry is embracing sustainability to cope with the rising demand in real estate. Manufacturers are focusing on eco-friendly production processes and sustainable products to minimize their environmental footprint. At Walplast our commitment to environmental sustainability permeates every aspect of our operations. From eco-friendly manufacturing processes to sustainable products, we prioritize minimizing our environmental footprint. Our manufacturing facilities are designed with sustainability in mind, focusing on waste reduction and energy efficiency. We prioritize materials with minimal environmental impact and integrate recycled materials into our products. Furthermore, we use renewable energy sources like solar power to further reduce our environmental impact.
3. From its inception in 2004 to its current prominence in the global building market, how has the company journey been characterized by growth, innovation, and adaptability?
Founded as a trading business in 1980 by Mr. Ashok Mehta, Walplast expanded into manufacturing in 2004, emphasizing innovation, quality and customer satisfaction. Initially operating with one plant in Vapi, Gujarat, Walplast now has 25 plants across India, becoming the third-largest wall putty producer in the country. The company’s growth includes exporting to 23 countries, demonstrating its global reach and adaptability in addressing construction industry challenges.
4. What distinguishes Walplast from its competitors in terms of its range of products, market share, and dedication to environmental sustainability?
Firstly, our product portfolio is extensive and innovative, encompassing a wide range of building materials such as plasters, putties, adhesives, gypsum products, wall textures, construction chemicals, AAC Blocks and paints. These products not only enhance the aesthetic appeal of structures but also ensure their durability and structural integrity, contributing to efficient construction processes while minimizing time and costs.
Secondly, our market presence is strong both domestically and internationally. In India, our distribution network is widespread, ensuring that our products are accessible even in remote regions. By leveraging localized marketing strategies and building strong relationships with distributors, we effectively cater to the diverse needs of different regions, earning the trust of construction professionals nationwide. On the international front, our products are exported to 23 countries, demonstrating our global reach and significant impact in the construction industry.
Lastly, our commitment to environmental sustainability is integral to our operations. We employ eco-friendly manufacturing processes and focus on sustainable products to minimize our environmental footprint. Our manufacturing facilities emphasize waste reduction and energy efficiency. We use materials with minimal environmental impact and incorporate recycled materials into our products. Additionally, we harness renewable energy sources like solar power to further lessen our environmental impact.
5. What overarching principle underpins company’s performance and how does it prioritize value addition and customer happiness in its operations?
At Walplast, our vision is to be a brand of choice for the construction ecosystem by delivering superior customer experience. Operations are centered around ensuring customer satisfaction and adding value, guided by core values of innovation, quality and personalized service.
Firstly, we are dedicated to customer satisfaction by consistently delivering high-quality products that exceed expectations. Our broad product portfolio, the result of ongoing innovation and research, is designed to meet the evolving needs of our customers. By closely tracking market trends and incorporating customer feedback, we stay agile and responsive, continuously adapting our offerings to meet specific demands.
Furthermore, we emphasize value addition throughout all aspects of our operations. From product development to after-sales support, we provide comprehensive solutions that enhance our customers’ overall experience. Our commitment to quality assurance means every product meets or surpasses industry standards, instilling confidence and delivering tangible value to our customers’ projects.
Our customer-centric approach goes beyond product quality to include personalized service and support. We engage actively with architects, contractors and other stakeholders to understand their unique challenges and goals, offering tailored solutions and expert guidance at every step. Through training programs, knowledge-sharing initiatives and collaborative partnerships, we empower our customers with the necessary tools and expertise for success.
6. Could you provide more details on company’s wide distribution network and how it helps to guarantee the company’s products’ popularity and accessibility?
Walplast’s extensive distribution network is key in ensuring the accessibility and popularity of our products across India and beyond.
Our network is strategically designed to cover every corner of the country, making our products readily available to customers regardless of their location. With over 800 active distributors and 6000 dealers, we have built a robust infrastructure that facilitates efficient distribution nationwide.
This comprehensive network allows us to meet the diverse needs of different regions, from bustling metropolitan cities to remote rural areas. By utilizing localized marketing strategies and maintaining strong relationships with our distributors, we ensure our products align with local preferences and requirements, enhancing their popularity and acceptance.
Additionally, our distribution network significantly boosts brand visibility and awareness. Through targeted promotional campaigns and collaborative marketing efforts with our partners, we ensure our products remain top-of-mind for construction professionals and end consumers alike.
Beyond India, our distribution network extends to international markets, with our products exported to 23 countries. This global reach further underscores the accessibility and popularity of Walplast’s offerings on a larger scale.
7. How does the company uphold high standards of technical proficiency and quality by cultivating a culture of innovation and continual development, especially in its R&D operations?
At Walplast, fostering a culture of innovation and continuous improvement is fundamental, especially within our Research and Development (R&D) operations. We understand that staying ahead in the construction materials industry requires constant innovation and our R&D efforts are crucial to maintaining the high standards of quality and technical competence that define our brand.
We encourage innovation by providing our R&D team with the necessary resources and support to explore new ideas and push the boundaries of what is possible. Our state-of-the-art R&D labs are equipped with cutting-edge testing equipment, enabling our team of qualified professionals to conduct rigorous quality checks and adhesion tests. This investment in advanced facilities empowers our team to innovate with confidence, knowing that their ideas will be thoroughly evaluated and refined.
Additionally, we actively seek feedback from customers, employees and partners to identify areas for improvement and innovation. By engaging with stakeholders across all levels of our organization, we ensure that our R&D efforts align with real-world needs and priorities. This collaborative approach not only fosters a sense of ownership and accountability but also enables us to develop solutions that truly resonate with our customers.
We also promote a culture of continuous learning and development within our R&D team. Through training programs, knowledge-sharing initiatives and opportunities for professional growth, we ensure our team members stay updated with the latest industry trends and technologies. This commitment to ongoing education keeps our R&D operations at the forefront of innovation, driving the evolution of our product offerings and maintaining our technical competence.
