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.