We increased our touchpoints, which resulted in a deeper distribution network particularly in Tier-III and below towns
Products

We increased our touchpoints, which resulted in a deeper distribution network particularly in Tier-III and below towns

SECTOR: Ceramics/Tiles/Sanitaryware Somany Ceramics Somany Ceramics Ltd is among the top 15 global giants of the ceramic industry, established 50 years ago by Late Hiralall Ji Somany. Brand Somany is a household name in India for tiles and bathware. Moreover, the ...

SECTOR: Ceramics/Tiles/Sanitaryware Somany Ceramics Somany Ceramics Ltd is among the top 15 global giants of the ceramic industry, established 50 years ago by Late Hiralall Ji Somany. Brand Somany is a household name in India for tiles and bathware. Moreover, the company exports its products to more than 55 countries across six continents. It has a wide product selection in all categories: Ceramic (wall and floor tiles), polished vitrified tiles, glazed vitrified tiles, sanitaryware and bath fittings. Abhishek Somany, Managing Director & CEO, Somany Ceramics Ltd, shares more…. Strategies to overcome COVID-19 and other challenges in FY2020-21: During the lockdown as well as when restrictions were eased, a lot of emphasis was given to digital media. We started taking digital as a serious business channel and forayed into e-commerce. Somany launched a new range of disinfectant products like Nexol and Fraisil, which are apt for the prevailing scenario. We started social media campaigns for our trade partners and influencers. We planned and chalked out the steps needed to make our stores safe for our customers and employees. We also ensured that COVID protocols are followed across all our stores and showrooms. We developed COVID-related POSM (point of sale materials) and installed them in all our stores so our customers would feel safe. Another challenge we faced was to ensure people got a similar experience digitally as they would have in a showroom. To address this, we converted all our catalogues to e-format and also created a tile visualiser on our website that gives customers a real feel of the products from the comfort of their home. We also sent cut samples to all customers who wanted to feel the product before they made a purchase decision. Major contributor to growth in FY2020-21: We had a continuous focus on the retail segment aided by an aggressive brand campaign, which has strengthened visibility and top-of-the-mind recall. One major contributor for Somany Ceramics is that we have increased our touchpoints during the year, which has resulted in a deeper distribution network particularly in Tier-III and below towns. Decision avoided/made that helped maintain top-line and bottom-line: In the current scenario, companies faced issues in maintaining stability as well as credibility. We did not compromise on credit discipline at all, particularly in an adverse business condition like the pandemic. This not only helped us keep the business rotation high but enhanced our brand equity in the trade. Plans for growth in FY2021-22 and beyond: The second wave of the pandemic had temporarily halted our expansion plans. Now with the gradual decrease in active cases and restoration of normalcy across the country, we have started working to achieve the goal of establishing ourselves as a brand of choice across all demographic areas. Our aim is to increase our footprint across the country. To achieve this, we will be focusing on our strategy to penetrate the market in gap towns, particularly Tier-III and below towns. In addition, we are focusing on providing our customers with value-added products. We have great internal efficiencies on account of higher capacity utilisation and our team is working relentlessly on higher order fulfilment on a real-time basis with state-of-the-art supply chain management, both upstream and downstream.

Next Story
Infrastructure Urban

Six Bidders Vie for Rs 572 Bn Jaiprakash Associates

The scramble to rescue Jaiprakash Associates Ltd (JAL), the flagship of the debt-laden Jaypee Group, reached a decisive stage on Tuesday as the window for resolution plans shut with at least six suitors in the fray. Industry sources say Adani Enterprises, Vedanta Group, Dalmia Bharat, Jaypee Infratech (backed by the Suraksha Group), Jindal Power and PNC Infratech have all lodged bids. Jaypee Infratech confirmed its submission but declined to reveal details.Lenders will open and assess the offers at a Committee of Creditors meeting today. Although bid values remain under wraps, the National Ass..

Next Story
Infrastructure Urban

Delhi Orders Urgent MAMC Hostel Repair and Safety Upgrade

Delhi Chief Minister Rekha Gupta has instructed multiple departments to overhaul hostel infrastructure and enhance student safety at Maulana Azad Medical College (MAMC). Chairing a high-level meeting at the Delhi Secretariat with Public Works Department, Health officials and student representatives, the Chief Minister demanded immediate repairs to ageing hostel blocks, new high-intensity LED lighting, round-the-clock CCTV coverage and a larger security presence.She also ordered a special drive to clear illegal encroachments around the campus and fast-track plans for an additional hostel, delay..

Next Story
Infrastructure Transport

Vikaspuri Road Upgrade, Tree Drive to Boost Delhi Constituency

Delhi’s Health and Transport Minister Pankaj Kumar Singh has broken ground on the long-awaited Baprola Village–Harphool Vihar road while leading a record plantation of 501 saplings under the “Ek Ped Maa Ke Naam” campaign. He said the two initiatives reflect the capital’s “people-centric governance”, promising safer, faster and more dignified daily life for residents.The rebuilt thoroughfare will ease commutes for Baprola Village, G-2 Jai Vihar, Prashant Enclave, Bajrang Chowk and Harphool Vihar, directly benefiting an estimated three thousand to three thousand five hundred school..

Advertisement

Advertisement

Subscribe to Our Newsletter

Get daily newsletters around different themes from Construction world.

STAY CONNECTED

Advertisement

Advertisement

Advertisement

Advertisement

Talk to us?