Top Story


Home >> Marketing >> Article

Pidilite industries plans 50 Dr Fixit service centres

Font Size   16
Pidilite industries plans 50 Dr Fixit service centres

Pidilite Industries Ltd is planning to set up 50 ‘Dr Fixit Service Centres’ to meet the evolving needs of contractors, builders and end-consumers with regard to providing services such as waterproof treatment, ceramic tile fixing, sealing gaps around window frames, plumbing jobs and filling surface tracks on walls targeted at the three categories.

For the purpose, the company is planning to appoint nationwide service representatives who will operate through Dr Fixit’s Service Centres, Pidilite Industries Ltd head (sales and marketing) construction chemical business Ajay Acharya told FE.

The chemical construction division of Pidilite Industries is also planning to expand its number of shop-in-shops from 300 to 1,000, within two years.

According to Mr Acharya: “We hope to spur our market share from 15 per cent to 35 per cent in the next two years. At present, consumer products from Pidilite’s stable—Fevicol, Fevistic and Ranipal, among others contribute around 70 per cent to its overall sales turnover.”

“Since MNC brands such as Laticrate and Roffe & Bal have already captured a major chunk of the market, Pidilite’s Dr Fixit’s strategy may not bear fruit. However, Pidilite is still planning to drive its marketing vehicle for promoting Dr Fixit’s range of construction chemicals,” he said.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business